Domestic Android tax is higher than Apple tax, game manufacturers quit!

category:Finance
 Domestic Android tax is higher than Apple tax, game manufacturers quit!


At present, the two companies did not give a clear explanation for not being put on the mainstream Android game market.

Domestic android market share reaches 50%

Since this year, epic has been fighting with apple on the channel division of its game fortress night. Epic even filed a 60 page lawsuit against Apples monopoly. As we all know, Apple will take 30% of the cost of downloading and in app purchase revenue in its app store, commonly known as Apple tax.

Compared with Apples 30% channel cost, the Android tax in the domestic Android application market deserves more attention and discussion. Han Shuai, Secretary General of Shanghai Online Games Association, pointed out to reporters of the 21st century economic report.

It is understood that there are four major channels for mobile game distribution: Jiuyou, Xiaomi, 360 and app Bao. In addition, several domestic mainstream Android manufacturers have formed an organization called hard core alliance, including Huawei, Lenovo, Jinli, Coolpad, vivo, oppo, Meizu and other mobile phone manufacturers.

According to the 2019 hard core alliance white paper released by iResearch, the share of Chinese mobile game users using apple devices and Android devices in 2018 was 22.3% and 77.7% respectively. The proportion of Android users is expected to reach 80.2% in 2019. As of October 2019, the total number of users of the hard core alliances app stores / game centers has reached 715 million.

Android platform has large traffic, many channels and low threshold. For a long time in the past, the game distribution industry has been dominated by channels. Han Shuai pointed out that after the establishment of the hard core alliance, the alliance was formed in the process of sharing and bargaining, which has become the hidden rule of the industry to a certain extent, and also formed the discourse power of channels in game distribution. Thats why Android platforms in China can charge more than apple.

Wang Xu, chief analyst of Gamma data, believes that domestic android channels are relatively easy to go online, but there are many channels, so it is difficult to achieve standardized and unified management. Channels with large user weight and high quality give priority to attracting publishers. Supply is less than demand, and they have a higher voice on the share proportion. Other small and medium-sized Android channel providers have learned from the sharing proportion of large channels, or are suitable When the ratio is reduced.

Besides sharing, there are hidden costs

If the developers want to pay for the game on the platform, they need to pay for it on the Android platform. All kinds of promotion fees, traffic fees and channel fees add up, and the profit margin of the same game on Android platform is far lower than that of Apple App store.

Wang Xu also told the 21st century economic reporter that on some platforms, game publishers need to purchase the currency of the platform in the preheating stage of the channel platform, so as to release the warm-up task with prizes, improve the player expectation value of the product before it goes online and the ranking of each list, so as to ensure the registration of new players when the product is launched. The magnitude of recharge amount depends on factors such as the volume of issuers. It reached the level of 200000-400000 yuan / year a few years ago.

Is channel king or content king?

The saying that channels are the king is a blow to the enthusiasm of high-quality creators. Han Shuai pointed out to the 21st century economic reporter that the excessive channel cost of mobile game industry and the phenomenon of paying attention to distribution have led to the expulsion of good currency by bad currency, as well as channel monopoly and resource monopoly.

In the user bonus stage, the game can make money depending on the amount of channels given. Development does not depend on quality, but on channels, IP, skin changing, models, etc. Wang Xu said, relying on channels, the problem is that the number of games is growing rapidly, but the phenomenon of homogenization is serious, and high-quality games are scarce.

Wang Xu also pointed out that when the channel division is too high, game publishers and operators have to stimulate the content output of the version through commercial means to meet the requirements of KPI and the investors behind, forming a vicious circle. For example, krypton gold design is serious, resulting in a short life cycle of the game; the content of the later version is applied in advance, disrupting the iteration rhythm of the version. Wang Xu said.

However, at the same time, there is a market voice that more and more head developers bypass the Android channel with a serious skew, which means that the era of game content is king has come.

According to the seven wheat data, the daily flow of Chinese IOS end has been stable at about 1.9 million dollars since the original god hand tour was launched, and the daily download volume of IOS terminal is about 138000 times. According to sensortower, as of October 7, the global Appstore + googleplay revenue of the game is estimated to be nearly $90million, with more than 13million downloads worldwide.

The game is not about momentum at all, but the capital for negotiation. If the channel is not put on the market, whether the loss risk to the game developers is greater than the profit after the negotiation, etc. However, for small game developers, the development of small developers is closely related to channel cooperation ability, buying capacity, operation ability and marketing ability. When the number of new games is tight, the survival threshold will be higher and higher. If they do not have the above ability, the pressure will be more and more.

It is worth mentioning that in recent years, cloud games have become a hot trend, attracting the layout of Microsoft, Google, Amazon and other giants. With the popularity of this distribution mode, the traditional channel mode will be subverted. On September 15, this year, Microsofts cloud game projectxcloud officially landed on Android platform. More than 150 games were launched in the first batch, and 22 countries were listed in the first batch. Wang Xu told the 21st century economic reporter that the development of small app games and cloud games will further change the positioning of channels. When super apps or social software, vertical communities, etc., transform more and more users in the form of advertising, then the channels in the form of app stores will become more and more vulnerable, and the proportion of shares will naturally be affected. Source: Yang Bin, editor in charge of economic report in the 21st century_ NF4368

It is worth mentioning that in recent years, cloud games have become a hot trend, attracting the layout of Microsoft, Google, Amazon and other giants. With the popularity of this distribution mode, the traditional channel mode will be subverted.

Wang Xu told the 21st century economic reporter that the development of small app games and cloud games will further change the positioning of channels. When super apps or social software, vertical communities, etc., transform more and more users in the form of advertising, then the channels in the form of app stores will become more and more vulnerable, and the proportion of shares will naturally be affected.