Newzoo：手机角色扮演游戏报告

PanglexNewzoo:

MobileGameGenreReport

Comparing&ContrastingEasternandWesternMarkets

Itshistory,development,andrecenttrends

NewzooandPanglejointlypublishedthefirstmobilegamegenrereportinAugust2021,focusingontheopportunitiesanddifferencesofpuzzlegamesintheWesternandEasternmarkets.Inthissecondgenrereport,wedeepdiveintorole-playinggames(RPGs).Notably,

role-playingis

accountingforofthetotalmobilegamesmarketin2020.

Assuggestedbythename,role-playinggamesenableplayerstoplayascharactersinthevirtualgameworld.TheearlypopularRPGsweretabletopgames,suchas

(1974)and(1977).Later,RPGtitlescametoPCandconsole,featuringsimilargamemechanicsfromearlytabletopleaders,includingtheactionRPGfranchise(1986),JRPG(1986),and(1987).Mostoftheseare,featuringcharacterswithuniquestorylines.Withtechnologicaldevelopments,moreandmoreRPGsemerged

.

Asthearecrucialinrole-

playinggames,mosttopmobileRPGsare

basedonor

.(2015),basedon

theJapaneseinteractivestoryPC/console

game,wasthetop-grossing

RPGinJapanin2020.Thefranchisehas

evolvedintoaseriesofmanga,anime,and

noveladaptations.Meanwhile,

(2018)tookadvantageofthe

andbecamethetopmobileRPGintheWest.

Inrecentyears,anincreasingnumberof

RPGshavecometomobile,featuring

and

,especiallyintheEast.Thishas

acceleratedthetrend.

,a

Koreangamedeveloperandpublisher,launched

theplatformPurpletosupportcross-platform

servicesforitsMMORPGtitles.Othernewly

releasedmobile-firstRPGs,suchas

(2020)and(2021),

arenowavailableonPCand/orconsoleas

crossplaytitles.

ofglobalmobilegames

marketrevenuescamefrom

role-playinggamesin2020.

©Newzoo2021

2

a.MarketSizing6

b.RPGSubgenres&Mechanics8

c.KeyStrategiesinAcquisition,10

Retention,andMonetization

a.UserAcquisition20

b.HybridMonetization22

4

©Newzoo2021

Role-playinggamesintheWheEast

USUKJPKR

1

Role-playinggamesaccountedformorethan20%ofglobalmobilegamerevenuesin2020,makingitthebiggestgenreonmobile.Notably,RPGsaremuchmorepopularandinfluentialintheEastthanintheWest.

2

IP-basedrole-playinggamesbuildawell-knownworldviewfromtheestablishedIP,whichhelpsboostorganictraffictothegame.Around50%ofthetopRPGsforkeymarketsacrosstheEastandWestareIP-based.

3

SomeRPGsnowimplementhybrid

monetizationtofeaturebothin-apppurchases

(IAPs)andin-appadvertisements(IAAs).

Amongvariousadformats,rewardedvideos

arethemostcommonformatfeaturedin

RPGs.

©Newzoo2021

Revenueandkeymarketdevelopments

ThethreeEasternAsianmarketscontributedtomorethan70%oftheglobalRPGrevenuesin2020

Role-playinggamesvs.non-RPG

RPG

Non-RPG

2020TOTAL

Globalmobilerole-playing

gamerevenuesin2020

China

Japan

SouthKorea

Source:©Newzoo|2021GlobalGamesMarketReport

©Newzoo2021

6

#ofGames

16

5

4

2

1

1

WhileCollectionRPGsdominateintheU.S.,U.K.,andJapan,SouthKoreaembracescoreMMORPGs

iOS&GooglePlay|2020|AmongTop50GrossingGames

RevenuesofthetopgameRevenuesofothers

CollectionRPG

GeoAR

PuzzleRPG

#ofGames

6

1

2

CollectionRPG

#ofGames

CollectionRPG

#ofGames

3

11

GeoAR

1

GeoAR

2

PuzzleRPG

2

PuzzleRPG

2

Narrative

1

ActionRPG

TacticalRPG

Narrative

4

2

1

MMORPG

CollectionRPG

ActionRPG

Narrative

PuzzleRPG

TacticalRPG

7

Source:©Newzoo|NewzooExpert|FordetailsofNewzooGamesTaxonomy,pleasevisit

here

.

©Newzoo2021

Besidescharacter-basedmechanics,lootandgachaarecommonacrossRPGs,leadingtomoremonetizationopportunities

MarvelStrikeForce

RAID:ShadowLegends

AFKArena

Fate/GrandOrder

Lineage2M

V4

Nexus:The

Kingdomof

theWinds

Blade&Soul:Revolution

Puzzle&

Dragons

DragonBallZDokkanBattle

HarryPotter:

Hogwarts

Mystery

Genshin

Impact

PokémonGO

Source:©Newzoo|NewzooExpert|FordetailsofNewzooGamesTaxonomy,pleasevisit

here

.

©Newzoo2021

8

26%

15%

12%

MostofRPGrevenuesaregeneratedbypublisherssharingsimilarbackgroundstothelocalmarket

Role-PlayingGamesAmongTop50GrossingGames|iOS&GooglePlay|2020

HQ

29%

12%

12%

©Newzoo2021

41%

15%

11%

Source:©Newzoo|NewzooExpert

55%

11%

6%

9

10

©Newzoo2021

Non-IP-basedRPGstendtopromotethroughcreativeadvertisements

Manypopularrole-playinggamesarebasedonmovie/book/animeIP,suchasDragonBallZDokkanBattle,StarWars:GalaxyofHeroes,andMARVELStrikeForce.Theserole-playinggamesbuild

fromtheestablishedIP,whichhelpsboostorganictraffictothegame.

Meanwhile,theIPacquisitionstrategyalsoappliestogamesbasedon

.Gamedevelopersin

fromLineage,thepopularMMORPGfranchiseoriginallyfromPC.Withplayersalreadyfamiliarwiththefranchiseandcoregameplay,itismucheasierforthemtopickupcomplexMMORPGsonmobile.

Fornon-IP-basedRPGs,publisherstendtopromotethemthroughand.Forexample,the

collectionRPGRAID:ShadowLegends—amongthetop20RPGsinboththeU.S.andU.K.—takesadvantageofitshigh-qualitycreativeadvertisementsandaggressivepromotionalcampaignsviainfluencermarketing.

RPGsAmongTop50GrossingGames|iOS&GooglePlay|2020

*Includinggamefranchises.

iOS&GooglePlay|Global|Oct2019-Sep2021

Downloads

MAU

8500000M

26000000

7500000M

New3v3tagteamarena

NewArenatier,New

campaignforartifacts

21000000

Collaborationwith

influencerNinja

Newchampions

6500000M

andrewards

Newfactionwarrewards,Newquests,NewArtifact

Forgefeature

Newplayerlevel

capfrom60to100

Newprogress

missions

5500000M

16000000

New

game

mode

BattlePassseason1

4500000M

Newchampions

11000000

Newchampions

3500000M

2500000M

6000000

1500000M

1000000

500000M

500000M4000000

CollaborationeventshelpcasualRPGsretainitsoldplayersbutalsoserveeffectivelyinpromotions

AccordingtoNewzoo’sConsumerInsights,oneofthemainreasonsplayers

chooserole-playinggamesisto(seeslide15).Tofulfilltheneed,RPGpublishersareexpectedto

updatetheirgameswithnewcontentregularly.However,astoday’sRPGsgettingmoreandmorecomplex,itischallengingtomaintainaregularupdateschedule.Therefore,manyrole-playinggamesfeaturein-depthgamecontentsuchascharactercollections/ascensions,weaponcrafts/enhances,talents,andpetsystem.Meta-focusedplayerswillspend

muchoftheirtimeon.

z

throughguildsorthePVPsystemiswidelyusedinMMORPGstokeeptheaudienceengaged.Lineage2M,SouthKorea’stop-grossingRPGin2020,featuresclansandbattlezonesforthePVPmode.

Inrecentyears,moreandmoreRPGshavefocusedonthrough

and.GenshinImpactfeaturesneweventsandlimited-

timegachapoolstokeepplayersinterested.RAID:ShadowLegendsintroducedthefamousstreamerNinjaasalimited-editioncharacterinthegame.Nevertheless,JapaneseRPGsfocusingonstorytellingandcharacterdesign,suchasFate/GrandOrder,takeadvantageoftheirsuccessfuland

toretainplayers.

Source:Apptopia11

©Newzoo2021

iOS&GooglePlay|Global(excludingChina)|Oct2020-Oct2021

WeeklyRevenuesWeeklyDownloads

2.1gachapool,

refreshtop-uprewards

1.0gachapool

25000000M

4000000

1.6gachapool

2.0gachapool

1.5gachapool

1.4gachapool

1.2gachapool

1.1gachapool

1.3gachapool

3500000

20000000M

3000000

2500000

15000000M

2000000

10000000M

1500000

1000000

5000000M

500000

In-depthgamecontentcreatesmultiplemonetizationopportunities

Asrole-playinggamesusuallyfeaturein-depthgamecontent,

arewidelyused.Amongthem,theisaneffectivetooltomotiveplayerstospendinthegame,coveringcharacters,weapons,pets,andotherin-gameresources.Normally,thosegachasystemsareonlyavailableviatime-limitedpoolswithacertainrefreshtime,featuringa“pity”systemwhereplayersareguaranteedtogettheirtargetitemsfromacertainnumberofgachapulls.AsseenintheGenshinImpactexample,therehasbeenaboostinIAPrevenuesnearlyeverytimeanew

gachapoolislaunched.

z

Manyrole-playinggamesnowfeatureorthatmotivateplayerstonotonlypaybutalsomaintainactivegameplayandsocialengagementwithotherplayers.Besides,oftenserveasanadditionalresourceforplayerstocraftorupgradecharacters.Anothercommonmonetizationopportunityisthethatplayershavetopayforextraenergytocontinueplayingorparticipateincertainevents.

ComparedtocasualcollectionRPGs,MMORPGsfeaturemorePVPmechanicsthatmotivateplayerstopayfor.Forexample,inLineage2M,playersmustpayfora100%guaranteedweaponenhancement;otherwise,theyrisklosingeverythingacquiredearlier.

12

Source:Apptopia

©Newzoo2021

.

.

AlthoughRPGsarehistoricallyIAP-focus,thereareopportunitiestoimplementin-gameads

Percentageofstrongly/somewhatagree|

Generalmobileplayersvs.RPGplayers

GeneralMobilePlayersRPGPlayers

US

DE

JP

CN

ofRPGgamersacceptin-

gameadsiftheycan

benefitfromplayingthe

gameforfree,receivingin-

gameitems/currency,or

gettingabiggerreward

forwatchingadslonger.

Iacceptin-gameadsif

thatmeansa

Iacceptin-gameadsifthat

Iamwillingto

ifthatmeansthe

.

Source:©Newzoo|ConsumerInsights–CloudandMobile|July2021

©Newzoo2021

13

Rewardedvideosarethemostcommonadformatduetoitslessdisruptivenature

Overall,areincreasinglyperceivedasain

mobilegamesandtherole-playinggenreinadoptingthetrend.Inpopular

RPGssuchasNetmarble’sTheSevenDeadlySinsandNexters’HeroWars,playersreceivein-gameitems,currencies,andevengachapullchancesbywatchingads.Tominimizethedisruptiveimpact,playersareusuallyallowedtochoosefreelywhenandwhethertheywanttowatchads.

Notably,asrole-playinggamesarestillIAP-driven,developers/publishersusuallythataplayercanwatchtosecureIAPrevenues.Nevertheless,themarketisseeinganincreasingnumberofrole-playingdevelopersinvestinhybridmonetization.Weexpecttoseemoreandadformatscomingfromthespacesuchasnativeadsandbrandinjections.

Althoughin-gameadvertisingislesscommonthanIAPsinrole-playinggames,itisgainingpopularityasawaytoeffectivelymonetizenon-payingusers.SinceRPGplayerspreferan,interruptiveadformatssuchasinterstitialandbanneradsarerarelyusedinrole-playinggames.Instead,andaremorecommon.In,brandedcontentappearsseamlesslyinthegameworld,asseeninthecollaborationbetweenGoogleandGenshinImpact.

©Newzoo2021

Besidestheclassicgachapull,TheSevenDeadlySinsprovidesplayerswithonedailyfreepullviaad-viewing.

HeroWarsintroducesrewardedvideos(usuallyplayable)toexchangein-gameresourcessuchasgems,gold,energy,andraidtickets.

TheSevenDeadlySinsfeaturesdailyrewardsthroughrewardedvideos,whichishelpfultoretainusers.

14

©Newzoo2021

Playermotivationsanddemographics

GeneralMobileGamersMobileRole-PlayingGamers

Asidefromcasualreasonstoplaymobilegames,exploringandimmersiveaspectsstickouttomobilerole-playinggamers

SortedbyMobileRole-PlayingGamers

Althoughgeneralmobilegamersandmobilerole-playinggamershavesimilarreasonsforplayingmobilegames,Mobilegamersskewtowardthemorecasualreasonstoplay,

suchastorelaxandunwind,andtofilltime.

Ontheotherhand,certainaspectsstandoutformobile

role-playinggamers,suchas,,

,andaspects.

Relaxingandunwinding

Fillingtime

The

excitement

experienced

whenplaying

Escapingfromeverydaylife

Exploring

worldsand

storylinesof

games

ImmersioninaLevellinguporCompletingcharacterorprogressionofobjectivesand

storygameachieving

charactergoals

Socializing

withfriendsor

family/

makingfriends

Competition,Improvingor

enjoymentofbecoming

beatingothersgoodatgame

Being

challengedby

strategic

aspects

Expressing

creativity-

customizing

charactersor

in-game

worlds

Workingwith

teammatesto

achievegoals

©Newzoo2021

Source:©Newzoo|ConsumerInsights–Games&Esports|May2021|Global(aggregateof33markets)

16

Average:

Average:

Average:

10-2021-3536-5051-65

10-2021-3536-5051-65

10-2021-3536-5051-65

10-2021-3536-5051-65

Low

Mid

High

Low

Mid

High

Low

Mid

High

Low

Mid

High

Full-timeemployee

Full-timeemployee

Full-timeemployee

Full-timeemployee

Part-timeemployee

Part-timeemployee

Part-timeemployee

Student

Low

Mid

High

Low

Mid

High

Low

Mid

High

Low

Mid

High

VideoMusicFilms&TV

GamesSeries

Films&TVSeries

VideoGames

Music

VideoFilms&TVAnime&

GamesSeriesmanga

Films&TVSeries

VideoGames

Music

MobileRole-Playinggamersskewyoungerandhigher(relative)educationandincomelevelsacrossthekeymarkets

Average:

Acrossthefourkeymarkets,mobilerole-playinggamersaresimilardemographically;theyskewmale,arefull-timeemployees,haveamid-to-highincome,andhavevideogamesamongtheirfavoritehobbiesandinterest.Akey

differencebetweentheWest

andEastisthat

.Inaddition,South

Koreastandsout,withalmostone-fifthofmobilerole-playinggamerstherebeingstudents.

Source:©Newzoo|ConsumerInsights–Games&Esports|May2021

©Newzoo2021

17

©Newzoo2021

Pangle’suseracquisitionandmonetizationstrategyforRPGdevelopersin2022andbeyond

TheongoingprivacychangesinthemobilemarkethavebroughtnewchallengestoRPGdevelopers.Herearethreewaysdevelopersaremitigatingthefallout:

SKAdNetwork’s24-hourconversionvaluetimermeansgettinguservaluesignalsearlyiscriticalforevent-andvalue-basedUAoptimization.ViablestrategieshereincludeofferinganIAPdiscountonlyredeemablewithinthefirst24hoursandintroducingbattlepassesearlier.

Targetingverybigspendersisnowlessdependable.Therefore,developersshouldlooktodiversifymonetizationoptionssuchasbattlepassandsmartlyimplementedadssuchasrewardedvideos.

Asitisnowmorechallengingtoacquirenewhigh-valueusers,retainingcurrentplayersisvital.Viablestrategieshereincludeliveoperations,battlepassesandotherloyaltyprograms,andappremarketing.

ProductLead,

Pangle

©Newzoo2021

20

©Newzoo2021

InteractiveaddesignhelpsboosteCPMandreachawiderangeofpotentialplayersforRPGdevelopers

Tomaximizecampaignreach,advertisersneedtoincreasetheirUAcampaign’s

—or

.AhighereCPMoftenbringsmoreexposuretotheadvertisement.

eCPMiscalculatedas:

eCPM=Bid*CTR*CVR*1000

•referstothetargetedamountofthebid

•referstotheestimatedadclick-throughrate

•referstotheestimatedconversationrateoftheeventthattheadvertiserhasoptimizedfor(amonguserswhohaveclickedthroughthead)

Itis,therefore,crucialtoforanymobilegamead

campaign.AccordingtoPangle,typicallygenerate,thankstothe

natureoftheadformat.Inparticular,aremorelikelytoattractcorefansofthegame.

Forexample,,aJapaneseRPGthattargetsfemalegamers,managedtoincreasebidcompetitivenessafterintroducingplayableadstoitsUAcampaign.Kyuteijokan’splayableadswhichwereinteractive,featuredsimplegameplay,andhighlightedtheintriguingstory

resultedina

comparedtopreviousnon-playablecampaignson

Pangle.The

sawajumpof.

Kyuteijokanshowedthe

initsplayable

ads,leadingto+210%

increaseineCPM.

AnotherRPGallowed

playerstochoose

intheplayableads,resultingin+650%growthineCPM.

TheultimategoalistoachievehighROAS

1

PostbackdatatoTikTokAdsManagerinordertoautomaticallyoptimizeyourcampaigntotargethigher-valueusersandoptimizeuseracquisitioncampaignperformancewithPangle(audiencenetwork)placement.EventscanincludeFTUE(first-timeuserexperience),in-gamepurchases,playersreachingcertaingamelevels,andmore.

2

Attheearlylaunchstage,whenthereisn’tenoughdatatoautomaticallyoptimizeyourcampaigntotargethigher-valueusers,advertiserscanspecificallytargethardcoregamersusingPangle’s

(availableinJapanandKorea).

3

After3-7days,advertisersneedtotakeintoaccountthegrowthofbothnewplayersandin-apppurchases.Advertisersmaytrydifferentwaystoreachcorefansofyourgame.Besidestheaudiencepackage,advertiserscan

suchasreachingcertainlevels

ortoreach

targetgroups.

4

Lastly,whenthereareenoughin-appeventsandconversiondata,advertiserscandirectlyoptimizetheircostperpurchaseandROASwiththefeature“”.

Arole-playinggameachievedmassivesuccessinSouthKoreaafteradoptingPangle’sstrategy.

Afteraccumulatingenoughin-gamepurchaseeventsandconversiondatafromstep1-3,thegameendedupwitha+40%increaseinROASbyusingiAEOfeatureinstep4.

©Newzoo2021

21

Allittakesisasimplecomparison.First,calculatetheaveragerevenueeachusergeneratesfrommakingin-apppurchasesoverasetperiod,andthen,compareittotheaveragerevenuetheygeneratefromwatchingrewardedvideoadsoverthesameperiod.Specifically,theprocesslookslikethis:

1

2

3

Multiplyyour

byyour.Thisisyouraveragerevenueperuser

.

Divideyourbyyour

.Thisisyour.

.IfARPUforrewardedvideo

adsishigher,thenit'sagoodideatoshowmorerewardedvideoads.

©Newzoo2021

Whenshouldrole-playinggamesshowmorerewardedvideos?

AsseenonSlide14,moreandmorerole-playinggamesareadopting

.Andamongalladformats,

.

ThemainpurposeofIAAistomonetizenon-payingusersbutevenforpayingusers,noteveryoneofthemgeneratessignificantrevenue.Andeveniftheydo,gamesmightstillbenefitfromrampinguptherewardedvideoads.Sohowshouldgamedevelopersdecidewhethertoshowmoreofthem?

22

©Newzoo2021

Wearetheworld'smosttrustedandquoted

sourceforgamesmarketinsightsandanalytics.Wehelpsomeoftheworld’slargestentertainment, technology,andmediacompaniestargettheiraudience,trackcompetitors,spotopportunities,andmakestrategicandfinancialdecisions.

©Newzoo2021

Pangleisthego-to-placeformonetizingapps, attractingusers,andpushingboundariesof creativity.EstablishedastheleadingmobileadvertisingplatforminAsia,Pangleenablesglobal appdeveloperstomaximizeearningsthrough exclusiveTikTokForBusinessdemand,andadvertiserstoreachouttoamassiveaudience.

©Newzoo2021

26

1

Exclusiveaccessto

TikTokForBusinessaddemand

2

Maximizerevenuevia

In-appbidding

(supportironSource,MAXandMopub)

3

Popularadformats:

Rewarded/Interstitialvideo

ads/Nativeads/Bannerads

4

UA-MOgrowthloop

support

1

Algorithmdrivenadtech

2

In-appeventoptimization

(purchase,retention,etc.)

3

Supportplayableadswith

built-inpotential

4

Freeplayableproduction

andadaptationtools

©Newzoo2021

©Newzoo2021

NewzooGamesTaxonomy&ConsumerInsightsTerminology

ArcadeActionAdventureBattleArenaCasinoEducationalExpression

Abstract

Cartoon

Anime

StylizedRealismHandicraftPixelArtRealistic

Other

FantasyScienceFictionContemporaryHistoricHorrorMystery

Other

FightingHyperCasualIdle

Music

Platformer

Puzzle

Racing

RolePlayingSandboxSimulationSportsStrategyTabletop

Casino

Poker

SlotsSportsTricksRacingBreedingSimulationRhythmSelf-careNurturingFog-of-WarLanesLevels/MapsOpenWorldGPS-BasedTrivia

Ball

Cards

JumpScaresDialogTreesIdleBuilding

Crafting

Artistry

Loot

Gacha

Combat

Melee

Shooting

Stealth

Katamari

VehicularControl

Platforming

Hypercasual–TaporHoldHypercasual–SwipeorDrag

Hypercasual–SteerCharacterProgression(permanent)

CharacterProgression(temporary)

Skill/TalenttreesClasses/Factions/RacesEvasion(Dodge/Parry)Permadeath

Power-Ups(temporary)DeckBuilding

Turn-based

Units(controllable)

Units(non-controllable)Tabletop/ThinkingSportsCharacterCustomizationResourceManagementHarvesting/CollectingRelationshipDevelopmentRealisticRepresentationCharacterCollectingPersistentWorldProcedurallevelgenerationGridPlacement

ComboAttacks

PuzzleSolving

TileMatching

Competitivecontext

Monetization

Dimensionality

Perspective

Gamemode