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{"id":3115222,"date":"2019-12-01T16:16:00","date_gmt":"2019-12-01T15:16:00","guid":{"rendered":"https:\/\/4players.fdpub.de\/allgemein\/spielemarkt-mobile_gaming_wachstum_der_hyper-casual-spiele_und_hohe_deinstallationsrate_von_spiele-apps\/3115222"},"modified":"2024-05-11T19:49:44","modified_gmt":"2024-05-11T17:49:44","slug":"spielemarkt-mobile_gaming_wachstum_der_hyper-casual-spiele_und_hohe_deinstallationsrate_von_spiele-apps","status":"publish","type":"post","link":"https:\/\/4players.fdpub.de\/news\/spielemarkt-mobile_gaming_wachstum_der_hyper-casual-spiele_und_hohe_deinstallationsrate_von_spiele-apps\/3115222","title":{"rendered":"Mobile Gaming: Wachstum der Hyper-Casual-Spiele und hohe Deinstallationsrate von Spiele-Apps"},"content":{"rendered":"Das Wachstum der Hyper-Casual-Spiele im Mobile-Gaming-Bereich (Smartphones und Tablets) setzt sich fort, dies ist ein Ergebnis aus einem Hintergrundbericht von AppsFlyer<\/a> (Anbieter von Mobile Attribution und Marketing Analytics). Als Hyper-Casual-Spiele werden “einfache Spiele” beschrieben, die mit einem Finger zu bedienen sind und den Nutzern ein kurzes Spielerlebnis versprechen. Zur Monetarisierung bzw. Finanzierung st\u00fctzen sie sich in der Regel auf Werbung im Spiel.

Laut den Marktforschern sind Spiele aus der Hyper-Casual-Kategorie in 50 Prozent der gr\u00f6\u00dften M\u00e4rkte weltweit das Genre mit der h\u00f6chsten Anzahl von Installationen im Durchschnitt pro App – ein deutliches Wachstum gegen\u00fcber 2018, als das Genre nur in 20 Prozent der M\u00e4rkte an der Spitze stand. Gerade in den USA, den meisten L\u00e4ndern Europas und Lateinamerikas sowie in Indien und S\u00fcdostasien legte dieses Segment stark zu. Dar\u00fcber hinaus ist die Anzahl der Hyper-Casual-Apps in den App Stores 2019 im Jahresvergleich (3. Quartal 2018 zu 3. Quartal 2019) um 170 Prozent gestiegen.

Der erfolgreiche Einsatz von Ad-Monetarisierung (Einnahmen durch Werbeanzeigen in den Spielen) soll sich auf den gesamten Mobile-Gaming-Bereich auswirken, insbesondere auf Core Games (Midcore und Hardcore), deren Anteil an den In-App-Werbeeinnahmen seit Jahresbeginn um 34 Prozent gestiegen ist. Erl\u00e4uterungen zu den Genre-Kategorisierungen wie Hardcore und Midcore findet ihr ganz unten.

<\/figure>

“Da Hyper Casual Games ein st\u00e4ndig breiteres Publikum ansprechen, steigt die Nutzung von In-App-Werbung als Einnahmequelle und treibt das Wachstum in allen Gaming-Genres voran”<\/em>, sagt Ben Jeger, Managing Director Central Europe bei AppsFlyer. “Hyper Casual hat im vergangenen Jahr die Welt im Sturm erobert; in Deutschland sieht es erstaunlicherweise umgekehrt aus: Hier war Hyper Casual in 2018 die Nummer 1, dieses Jahr liegen Midcore Games vorn bei den Downloads per App. Daran erkennt man, wie hart umk\u00e4mpft und dynamisch der mobile Gaming Markt derzeit ist.”<\/em>

Daf\u00fcr sank die Anzahl zahlender Nutzer im Bereich der “Core Games”. Neben einem R\u00fcckgang der durchschnittlichen Anzahl von Installationen pro App ist bei Midcore-Spielen der Anteil der zahlenden Nutzer um 46 Prozent gesunken. Hardcore-Games, wie Strategie- und Rollenspiele, haben einen Abschwung von 15 Prozent erlebt.

“Um den R\u00fcckgang zahlender Nutzer zu \u00fcberwinden, lautet neben der Ad-Monetarisierung die Strategie, mehr Umsatz mit bestehenden Nutzern zu generieren. Tats\u00e4chlich hat das Retargeting bei zahlenden Nutzern von Gaming-Apps zu einer durchschnittlichen Umsatzsteigerung von \u00fcber 50 Prozent beigetragen, mehr als doppelt so viel wie der Branchendurchschnitt. Umso \u00fcberraschender ist es, dass Retargeting bei Gaming-Apps bisher eher die Ausnahme darstellt.”<\/em>

\n \n

Abgesehen davon, dass Retargeting allem Anschein nach ein oft \u00fcbersehener Gewinnfaktor f\u00fcr Gaming Apps zu sein scheint, wird im Bericht erw\u00e4hnt, dass die durchschnittliche Anzahl der Tage, an denen ein Nutzer eine Gaming-App pro Monat \u00f6ffnet, steigt. Der “durchschnittliche User” spielt ein Spiel \u00f6fter, besonders im Social-Casino-Genre, wobei auch andere Genres ein Wachstum verzeichnen. Gleichzeitig sind Spiele – laut dem Bericht – auch die am h\u00e4ufigsten deinstallierten Apps und weisen um 34 Prozent h\u00f6here Deinstallationsraten auf als Nicht-Gaming-Apps. Innerhalb von 30 Tagen nach Installation werden \u00fcber 40 Prozent der Spiele wieder gel\u00f6scht.

\n \n

“Obwohl der Betrug bei der Installation von Apps bei Spielen geringer ist als bei anderen Apps, nimmt die Fraud-Problematik auch in diesem Bereich zu. Die Komplexit\u00e4t und Vielfalt der Ereignisse nach der Installation – also bei In-App-Events – sind eine Steilvorlage f\u00fcr kreative Betr\u00fcger – es ergeben sich viele M\u00f6glichkeiten, In-App Events vorzut\u00e4uschen, was f\u00fcr die Spiele-Entwickler sehr schwer zu erkennen ist”<\/em>, hei\u00dft es weiter.

“Mit einem gro\u00dfen Angebot an Abwechslung finden die Nutzer Spiele, die genau auf ihren Geschmack zugeschnitten sind, so dass wir am Markt eine zunehmende User-Bindung beobachten”<\/em>, so Ben Jeger. “Das ist eine gro\u00dfartige Nachricht f\u00fcr Marketers – aber die zunehmende Einf\u00fchrung von Preismodellen, die eine In-App-Aktion, wie etwa das erreichte Niveau oder die gesammelten M\u00fcnzen, mit der Zahlung in Verbindung bringen, hat gleichzeitig auch zu einem Anstieg des In-App-Betrugs gef\u00fchrt, insbesondere bei Casual- und Midcore-Spielen. Dies stellt f\u00fcr Vermarkter sowohl eine Herausforderung als auch eine Chance dar. Marketingspezialisten m\u00fcssen wachsam bleiben und schnell reagieren, um sich selbst zu sch\u00fctzen.”<\/em>

Den vollst\u00e4ndigen Bericht von AppsFlyer findet ihr hier<\/a>.

Methodischer Hintergrund: AppsFlyer wertete erhobene Daten f\u00fcr die Studie “State of Mobile Gaming Report” aus, die in den ersten drei Quartalen des Jahres 2019 anfielen. Es wurden 38 Milliarden App-Installationen von insgesamt 20.000 Apps ausgewertet. Es flossen Daten von 4,5 Milliarden t\u00e4glich aktiven Nutzern und von 220 Millionen zahlenden Nutzern in die Studie ein.

Ein “Hyper Casual Game” wurde als solches gekennzeichnet, sobald die Analysten einen Werbe-Umsatzanteil von mindestens 90 Prozent nachweisen konnten – diese Kategorie existiert nicht als solche in den App-Stores. Zur Kategorie “Casual” z\u00e4hlt AppsFlyer Puzzlespiele, Kartenspiele, Brettspiele, Wortspiele, Lehr- und Trivia-Spiele. Die Kategorie “Midcore” umfasst folgende Spiele-Genres: Adventure, Simulation, Action, Arcade, Rennen. Die vierte ausgewertete Kategorie “Hardcore” beinhaltet Strategie- und Rollenspiele. “Casino” umfasst soziale Casino-Apps. Unter “Social Casino” sind Casino-Spiele gefasst, die nicht echtes Geld einsetzen.

<\/figure>

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