Bilingual·Foreign Business｜全球数字游戏消费市场蓬勃发展

大家好！“外企头条”栏目又跟大家见面了，今天推出PayPal发布的《2018数字游戏消费者洞察报告》请看详细报道↓↓↓

随着网购消费者群体日益壮大，新兴游戏设备逐渐铺入市场，且游戏品类及内容变得更加多元化，全球数字游戏消费市场正在蓬勃发展。

Supported by a strong market of digital consumers, introduction of new gaming devices, and diversifying gaming categories and content, the global digital gaming consumer market is thriving. 

数据显示，2018年，PayPal的游戏类业务总量超过120亿美元，与2017相比，在全球范围内增长了23%。

In 2018, gaming-related transactions accounted for over $12 billion of PayPal's total payment volume globally, an increase of more than 23% compared to 2017. 

全球领先的开放性电子支付平台之一PayPal联合SuperData日前发布了《2018数字游戏消费者洞察报告》，对全球25个市场中的约25,000名消费者进行了全面而多方位的调研，以了解全球市场消费者在游戏或游戏相关内容上的消费倾向和趋势。

The world’s leading open digital payment platform PayPal in partnership with SuperData has released the Chinese version of “2018 Digital Gaming Consumer Insights Report”, analysing global gaming shopping habits and preferences after surveying 25,000 consumers in 25 markets worldwide.

报告显示：对比全球数据，中国受访玩家观看游戏视频和直播内容的比例居全球第一，而女性电竞视频观众占比居全球最高。

Significantly, China enjoys the highest share of gaming video and livestream viewers globally as well as the largest proportion of female e-sports viewers in the world. 

同时，中国数字游戏消费市场已经形成了非常独特的生态系统，并在消费者偏好习惯方面独树一帜。

Moreover, Chinese consumer preferences have created unique digital gaming ecosystem in terms of consumer preferences and habits.

中国玩家青睐短时游戏

钟爱手机和PC平台

Chinese Players Prefer Short Games, Tend to Play on Mobile and PC Devices

报告显示，中国玩家倾向于短时、多次的游戏体验。共有69%的中国受访玩家表示，他们的每局游戏时长在30分钟至2小时内。

Chinese players tend to prefer gaming in multiple, short sessions, with 69% Chinese players indicating that they spend 30 minutes to 2 hours per session. 

仅20%的中国玩家平均游戏时长超过了2小时，低于35%的全球平均比例。频次方面，中国玩家每月平均玩游戏28次，与全球平均27次的频率持平。

Only 20% spend over 2 hours on per session, below the global average of 35%. Regarding gaming frequency, Chinese players tend to play 28 times a month, comparable with the global average of 27. 

与此同时，38%的中国玩家表示他们一周玩4-6次游戏，每天都会玩的中国玩家则有34%。

On a weekly basis, 38% of Chinese players play 4 to 6 times a week while 34% play games every day.

设备层面，最受中国玩家欢迎的是手机和PC。其中，智能手机（88%）位列常用游戏设备排行榜第一名，平板设备紧随其后（57%），笔记本电脑（53%）和台式电脑（52%）排名第四。

In terms of gaming devices, mobile and PC devices are preferred among Chinese players. Smartphone (88%) ranked first as the most popular gaming device, followed by tablet (57%), PC laptop (53%), and PC desktop (52%). 

相比之下，Xbox、Play Station等游戏主机在中国的普及率仍然较低。此外，手机游戏中最受中国“硬核”玩家欢迎的游戏类型为紧张的短时多人对战游戏，如“王者荣耀”。

Relatively speaking, game console such as Xbox and Play Station still lag in popularity in China. Amongst hardcore Chinese players, intense, short-session mobile games offering a multi-player competition format such as Arena of Valor are highly favored.

中国游戏玩家的购买决定除了来自朋友或亲属口耳相传的推荐之外，网上游戏论坛或社区（51%）、社交媒体推荐（44%）、电竞选手或战队（25%）等都也会对他们造成影响。

 In terms of gaming purchases, Chinese consumers value recommendations from gaming forums (51%), social media (44%), and e-sports athletes or teams (25%) in addition to recommendations from friends and family.

中国游戏消费市场形成特有生态

本土游戏厂商地位难以撼动

The Chinese Gaming Consumer Market Has Formed Unique Ecosystem, Domestic Game Storefronts Has Dominated in China

本次调研发现，相较于国际玩家，中国玩家拥有更超前的网购习惯，有高达43%的中国玩家通过网络购买过游戏或周边产品，尽管与网购电影票（74%）和杂货日用品（71%）的比例相比还有一定的差距，但相较全球市场的平均比例（32%）来说，已经是一个较高的数字。

Compared with international players, Chinese players have broadly embraced online consumption. Up to 43% of surveyed Chinese players have purchased games or related products online, higher than the global average of 32% despite this proportion lagging behind other categories such as movie tickets (74%) and groceries (71%).

中国数字游戏消费市场已形成有中国特色的独特生态。比起国外广受追捧的大型游戏公司，国产线上游戏商店更受中国玩家欢迎。

The Chinese digital gaming consumer market has formed a unique ecosystem with Chinese characteristics. Driven by Chinese consumers’ unique preferences, the local gaming ecosystem is dominated by domestic gaming storefronts. 

其中，腾讯游戏以40%的占比独占鳌头，英雄联盟商店以38%紧随其后，苹果应用商店（37%）、百度应用（36%）和淘宝应用（33%）则分列三至五位。相比之下，国外游戏商店如Steam（13%）、PlayStation Network（8%）等占比还相对较低。

Topping China’s market, Tencent MyApp commands a market share of 40% and is the most popular gaming storefront amongst Chinese players, followed by League of Legends (38%), Apple App Store (37%), Baidu App (36%), and Taobao (33%). In comparison, foreign gaming storefronts such as Steam (13%) and PlayStation Network (8%) maintain relatively small market shares.

中国特色生态的另外一个例证是，尽管有56%的受访中国玩家表示是腾讯游戏的粉丝，但国际玩家中选择这一项的比例仅为6%。

 Further highlighting local players’ market dominance, while only 6% of international players preferred Tencent MyApp, 56% of Chinese players indicated they are fans of Tencent.

中国玩家观看游戏视频内容比例全球第一 

女性电竞视频观众比例全球最高

China Has the World's Highest Share of Gaming Video Content Viewers and Female E-sports Video Viewers Proportionally

中国玩家对于游戏内容视频有着强烈的兴趣。调查显示，在购买游戏或进行游戏内购买之后的玩家当中， 66%的中国受访玩家表示，他们曾观看过游戏类视频内容，高居全球第一。而另外13%的受访玩家曾有过投稿。

Chinese players are highly interest in gaming video content (GVC), with 66% of players who have purchased games or made in-game purchases indicating they consumer GVC, thus contributing to the world's largest market of GVC viewers proportionally speaking. Another 13% of Chinese players indicated that they have broadcasted GVC before.

在所有类别的游戏视频中，通关类视频（56%）最受中国玩家欢迎，实况视频（48%）紧随其后，直播类内容（29%）位列第三，而搞笑视频、回顾视频和电子竞技并列第四（28%）

Among types of GVC, walkthrough videos (56%) are the most popular, followed closely by Let's Play videos (48%), and live streams (29%) while reviews and e-sport videos (28%) tie for fourth place. 

其中，中国玩家观众选择观看电竞类视频内容的比例（28%）是全球受访者平均水平（16%）的近两倍。

Furthermore, Chinese GVC viewers are nearly twice as likely to view e-sport videos as the worldwide average (28% vs. 16%).

中国游戏市场的快速发展也吸引了许多女性玩家。调查显示，中国观看电竞类视频的女性观众（23%）比例居所有调研市场中的最高。

The Chinese gaming market has also attracted female players, with 23% of female GVC viewers watching esports videos, the highest share in all markets surveyed.

玩家渴望拥有更多支付工具选择

Players Long for Alternate Payment Methods

全球范围内的受访者在购买游戏或游戏内容时均遭遇过不同程度的问题，其中，包括中国在内的3个市场中有超过一半的受访者表示遇到过这一类的困扰。

All around the world, surveyed players reported experiencing issues when paying for games or gaming content. China is one of only three markets where more than half of users reported to have been troubled by payment problems. 

玩家们表示，希望能够更加自由地选择支付方式。而如果他们倾向的支付工具不在选择之列，有50%的人会最终放弃购买。

Furthermore, consumers are more set than ever in their payment methods; half of surveyed players indicated they would give up purchases if their preferred payment method was unavailable.

中国玩家更愿意尝试不同的支付工具。调查显示，仅有17%的中国玩家从未更换过支付工具，远低于51%的全球比例。

Chinese players are more willing to try different payment methods. Only 17% of players reporting that they have never switched payment methods compared to 51% globally. 

促使他们更换支付工具的原因则主要是：更加快捷方便（67%）、更安全（60%）。此外，更好的个人信息防泄露功能（26%），更好的防欺诈保护及更好的激励（19%）也是可能影响的因素之一。

Chinese players switch payment methods based on its faster and safer checkout experience (67%) and security (60%) first, followed by personal information protection (26%) and fraud prevention (19%).

调查建议，如果游戏商店能够提供更多的支付选择，将有助于减少盗版发生的几率。

The survey also suggests that offering a wider range of payment methods that game storefronts offers may help reduce piracy. 

比如当中国玩家在正版游戏商店选购时，如果能够选择自己偏好的支付工具，获得更快的支付和结账流程或通过本地货币付款等途径。

For instance, Chinese players would use legitimate storefronts instead of pirating if they can pay with a preferred payment method, faster payment and checkouts or in local currency.

此次调查还显示，作为全球领先的数字支付平台之一，PayPal以26%的占比成为国际玩家最倾向使用的支付工具。

Furthermore, the survey reveals that world-leading digital payment platform PayPal is the preferred payment method of 26% of players worldwide. 

通过One Touch一键结账服务以及PayPal的风控系统，PayPal能够为国际玩家提供更便捷、更安全、更快速的游戏支付服务。

Through One Touch service and PayPal’s strong risk management system, PayPal offers customers safer, faster, and more convenient gaming payment services.

而对于中国玩家来说，借助PayPal的全球网络优势，他们还能够享受到全球更多平台或游戏商店的游戏市场，使中国玩家能够不出国门，便可轻松尽享全球精彩游戏。

For players in China, PayPal offers players the opportunity to visit more digital gaming platforms and storefronts across the world. Chinese players enjoy a spectacular experience without traveling abroad.  

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编辑 / 胡达闻

来源 / 经济日报记者陈颐、朱琳