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Thispastyearhasbeenchallengingforthegameindustry.Severalstudioshaveclosedtheirdoorsandthousandsofdevelopershavebeenlaidoff,asincreasedstudioconglomerationimpactstheworklandscapeandprospectivejobmarket.GenerativeAIappearspoisedtoincreaseproductivity,thoughsomefearthe
technologycouldleadtomoreupheaval.
Butwithchallengescomeopportunities.TheriseinfilmandTVadaptationsisbringinganewaudiencetogames.Studiosareexploringtheiroptionswithgameengines.Unionizationcontinuestogainsupport,especiallyamong
youngerdevelopers,withsometeamsformingunionsattheircompanies.
Weaskedover3,000gamedevelopersabouttheirworkandtheindustry.Wefoundthey’reimplementingmoreaccessibilityoptionsintotheirgames,they’regrowingfrustratedwithsocialmedia,andthey’re
dividedonmandatoryreturn-to-officepolicies.
The2024StateoftheGameIndustrysurveyisthetwelfthinanongoingseriesofannualreportsthatofferinsightintotheshapeoftheindustry.Thisyear,GDCworkedwithresearchpartnersatOmdiatodissect
andanalyzethesurveydata,providingmoredetailedinsightthanwe’veeverhadbefore.Thisyear’sreportcontinuesourcollaborationwithGameDeveloper,withthetwoteamsworkingtogethertoprovidemore
contextandclarityforthesurveyresults.
Thankstoallwhoparticipatedfortheirthoughtsandperspectives.
Editor’sNote
Tosayit’sbeenatoughyearforgamedeveloperswouldbeanunderstatement.Developershavefaced
adversityanduncertaintyateveryturn,astechnologyshakeupsandworkplaceinstabilitycontinuetoshiftthewiderindustrylandscape.Inprecarioustimeslikethese,theperspectivesandexperiencescaptured
withinthe2024StateoftheGameIndustryreportbecomemorevaluablethanever.
ThisreportremainsoneofmyfavoriteprojectsfortheGameDeveloperteamtoworkonalongsideGDC—largelybecauseitisuniquelypositionedtoelevatethevoicesofthepeoplewithingamedevelopment,
justasmuchasitcanhighlightchangingtechnologytrendsandindustrydemographics.
Withinthisyear’ssurvey,you’llfinddataandcommentaryonhowdevelopersareweatheringtheissuesdirectlyimpactingtheirlives.Throughoutthesepages,developersweighthepros,cons,andimpactof
keyissueslike:divisivereturn-to-officepolicies,ongoingwavesoflayoffs,theimpactofsweepingstudioacquisitions,shiftsintheunionizationlandscape,ethicalconcernsaboutgenerativeAI,andtheever-
presentissueofcrunch.
Documentingand,moreimportantly,listeningtotheseperspectivesarevitaltonavigatingdifficultissuesinawaythatbestservesgamedevelopers.Doingsoempowerseveryoneinvolved,fromGDCandGame
Developertogamecompaniesanddevelopersthemselves,toadvocateforabetterindustryforall.
—AlissaMcAloon,PublisheratGameDeveloper
Researcher’sNote
GDC’sStateoftheGameIndustry2024isonceagainatreasuretroveofdataandinsight.Thisyear,
researchersatOmdiawereaskedtocollaborateontheproject,usingourexhaustivegamesindustrydatatoprovidefurthercolortothetrendsrevealed.Together,thisprovidedGDCandOmdiatheopportunitytohelpgamedevelopersbetterunderstandtheindustrythey’reanactivepartof.
Themoststrikingobservationderivedfromjoblossesintheindustry–naturallyapressingconcernformany.Amongtheinsightfuldevelopercommentsonthesubjectwasthefollowing:“Studiosgrewtoo
quicklyduringthepandemic.”Thisstatementisborneoutbygamesindustrydata,whichshowsaCovid-drivenhumpofextrarevenuein2020and2021,collectivelytotallingabout$50bnoverexpectedfigures.But2022and2023showedareversiontothespendtrendlineseenpriorto2020,thusthisreductionin
headcountispartlycausedbycompaniesbelatedlyadjustingtothenew,lesspositivemarketreality.
However,withtheforecastreturningtosteadygrowthto2027,thisoughttopresentamorestablepictureforemploymentlevelsinfuture.
Foradeeperdiveongamesindustrytrends,Omdia’sTrendsToWatchseriesisnowavailableforsubscribers.
—DomTait,ResearchDirectoratOmdia
StateoftheGameIndustry20232
Majorityofdevelopershavelessthan10yearsofexperience,more
likelytoworkatsmallerstudios
Thenumberofrespondentswhohavebeeninvolvedwithgamedevelopmentfor10years
orlessremainsinthemajority(56%),keepingconsistentwithpreviousyears.
Howmanyyears(ifany)haveyoubeeninvolvedingamedevelopment?
Underayear3%
1-2years10%
3-5years21%
6-10years22%
11-15years15%
16-20years12%
21-25
years
7%
26-30years4%
Morethan30years
3%
N/A-Notinvolvedindevelopment
4%
Thisyear,wewantedtotakeacloserlookatthedemographicmakeupofwho’sbeenin
theindustrythelongest—thedecision-makerswhohavebeenpartofthegameindustry
fordecades.Basedonthesurvey,wefoundthatmenmakeupalargemajority(87%)of
gamedeveloperswith21yearsormoreexperienceinthegameindustry,andwhitemen
arethebiggestdemographicoverall(92%).
Whenwelookedatindividualgroups(byraceandgender),wefoundasmallpercentage
ofAsianmen(15%),Hispanic,LatinoorSpanish-originmen(8%),Blackmen(6%),and
whiteandAsianwomen(5%each)reportedhaving20yearsormoreexperienceingame
development.TherewerezeroBlackwomenorHispanic,Latino,orSpanish-origin
womeninthesurveywhoreportedthesame.
StateoftheGameIndustry20233
Whatbestdescribesyourjobrole?(Chooseallthatapply)
GameDesign34%
Programming/Engineering33%
Production&TeamManagement31%
Business&Finance20%
VisualArts19%
Narrative/Writing14%
Community/Marketing/PR13%
QualityAssurance9%
Audio9%
Notlisted10%
Thetopjobrolesforrespondentsweregamedesignandprogramming/engineering,
especiallywithyoungerdevelopers.Almosthalfof18–24-year-oldssurveyedreported
workingingamedesign(45%)orprogramming(43%).
One-tenthofrespondentsnotedadditionaljobrolesthatweren’tonthelist.These
includededucatorsandstudents,technicalartists,C-suiteexecutives,andgame
researchers.Severalrespondentssaidtheyoccupyrolesthatspecializeinservices
likeaccessibility,localization,talentacquisition,andGenerativeAI.
StateoftheGameIndustry20234
Whatbestdescribesyourcompany?
IndieStudio32%
AAAStudio18%
AAStudio11%
IndependentContractor/Freelance
7%
Education5%
CreativeServices/Consulting
5%
Co-DevelopmentTeam5%
Other13%
Prefernottoanswer
3%
Asfarascompanytypes,32%ofrespondentsreportedworkingforindiestudios,
followedbyAAAstudiosandAAstudios.Themajorityofrespondents(57%)workin
studioswith50orfeweremployees.Muchlikepreviousyears,thebigger-namestudios
tendtohavelargerstaffs.Three-fourthsofAAAdevelopers(75%)workinstudioswith
over250employees,whilethesamenumberofindiedevelopersworkinstudioswith
20peopleorless.
PCremainsthedominantplatformasdeveloperseyetheNintendo
Switchsuccessor
Everyyear,weaskdeveloperstosharewhatplatformsthey’vebeendevelopinggames
for,andwhichonestheyintendtosupportinthefuture.PCcontinuestobethemain
platformofchoiceforrespondentsforbothcurrent(66%)andupcoming(57%)projects.
StateoftheGameIndustry20235
Whichplatform(s)areyoudevelopingyourcurrentprojectfor?(Chooseallthatapply)
PC66%
PlayStation535%
XboxSeriesX/S34%
Android24%
iOS23%
NintendoSwitch18%
XboxOne(orOneX)18%
PlayStation4(or4Pro)16%
Mac16%
VRheadsets10%
Webbrowser10%
NintendoSwitchsuccessor
8%
Linux7%
Cloudservices(i.e.XboxCloudGaming,PlayStationPlus,AmazonLuna,GeForceNOW,etc.)7%
ARheadsets/hardware4%
Tabletopgames3%
Mediaplatforms(i.e.Netflix,TikTok)2%
UGCplatforms(i.e.Roblox,Minecraft)1%
Playdate<1%
Other4%
N/A-Notinvolvedindevelopment
13%
Whereconsolesareconcerned,PlayStation5stillhasanedgeoverXboxSeriesX|S—with
33%ofrespondentsstatingtheirnextprojectwillbeavailableonPlayStation5hardware,
comparedto30%forXboxSeriesX|S.About7%ofdeveloperssaidthey’reworkingon
gamesspecificallyforcloudserviceslikeXboxCloudGamingandPlayStationPlus.
StateoftheGameIndustry20236
Mobileplatformscontinuetodeclineinpopularity.Whenaskedwhatplatformstheir
nextgameswillsupport,one-fifthofrespondentsnotedhavingAndroidoriOSinmind
(16%lessthan2023).
Whichplatform(s)mostinterestyouasadeveloperrightnow?(Chooseallthatapply)
PC62%
PlayStation541%
NintendoSwitchsuccessor32%
XboxSeriesX/S29%
NintendoSwitch25%
VRheadsets21%
iOS19%
Android19%
ARheadsets/hardware14%
Mac12%
XboxOne(orOneX)11%
Webbrowser10%
Tabletopgames9%
Cloudservices(i.e.XboxCloudGaming,PlayStationPlus,AmazonLuna,GeForceNOW,etc.)9%
PlayStation4(or4Pro)9%
Linux7%
Mediaplatforms(i.e.Netflix,TikTok)5%
UGCplatforms(i.e.Roblox,Minecraft)5%
Playdate4%
Other2%
N/A-Notinvolvedindevelopment
10%
StateoftheGameIndustry20237
PCremainsthepreferredplatformintermsofdeveloperinterest,withPlayStation5
servingastheleadingconsole.Morerespondentsnotedinterestincreatinggamesfor
theinevitableNintendoSwitchsuccessorthanforXboxSeriesX|S.
One-thirdofdevelopershaveswitchedgameenginesinthepastyear
orthoughtaboutdoingso
InSeptember2023,Unityannouncedapolicy(firstreportedbyGameDeveloper)where
itwouldbegincollectinga“RuntimeFee”basedonthenumberofgameinstalls.Thisled
toconsiderablebacklash,andtheruntimepolicyhassincebeenamended.Following
thesedevelopments,wewantedtoknowwhatgameenginesdeveloperswereusingand
whethertheywereconsideringswitchingtoadifferentone.
Whatgameengineareyouprimarilyusingforyourcurrentgame?
Unity33%
Unreal33%
Proprietary/In-house14%
Godot
O3DE
3%
<1%
CryEngine<1%
Multiple/Other7%
N/A11%
Accordingtothesurvey,UnrealEngineandUnityarethemostusedgameengines,with
33%ofdeveloperseachclassifyingthemastheirmaintoolsetofchoice.Thesewere
followedbyproprietary/in-houseenginesandtheopensourcegameengineGodot.
StateoftheGameIndustry20238
Inthelast12months,haveyouoryourcompanyconsideredswitchingyourgameengineofchoice?
Yes,we’vealreadyswitched7%
Yes,we’veconsideredswitching28%
No49%
Don’tknow/N/A16%
However,itlookslikesomedevelopersarethinkingaboutchangingthingsup.One-thirdofrespondentssaidthey’veeitherconsideredswitchinggameengineswithinthepastyear,orthey’vealreadydoneso,whilealmosthalfsaidtheyhaven’tconsideredswitching.
Whenaskedtoexplaintheirreasonsforpossiblyswitchinggameengines,manydeveloperscitedUnity’spoliciesas
theirmainmotivator.AccordingtoananalysisofopenresponsesconductedbyourpartnersatOmdia,51%saidtheywereinterestedinswitchingspecificallytoGodot,eitherfromUnityorUnrealEngine.
“
We’vethoughtabout
switchingtoGodot—ormakingourown—tonothavetoworryaboutshadybusiness
practicesorthewhimsof
shareholders.”
MetaQuestleadsinVR/ARbutAppleVisionProispiquinginterest
Metahasbeeninvestingbillionsinabidtogrowtheirmetaverse,whileothercompanies
likeApple,Valve,andSonycontinuetodevelopvirtualandaugmentedrealityhardware.
Itdoesn’tappearthattheincreasedinvestmenthasgreatlyimpactedthegameindustry,
atleastnotyet.
Accordingtothesurvey,36%ofdeveloperssaythey’vebeeninvolvedwithVR/ARgame
development,downfrompreviousyears(38%in2023,42%in2022).
StateoftheGameIndustry20239
WhichVR/ARplatform(s)doyouanticipateyournextgamewillbereleasedon?(Chooseallthatapply)
MetaQuestStore34%
SteamVR26%
PlayStationVR/VR215%
ApplevisionOS13%
PICOStore7%
AppleARKit7%
HTCViveport6%
EpicGamesStore
6%
GoogleARCore
5%
SideQuest
3%
MicrosoftStore
3%
MagicLeap
2%
Other47%
ThosewithexperienceworkingonVR/ARprojectsseemtofavorMetaQuestforcurrent
(33%)andfuture(34%)games(thisyear’ssurveyfocusedonsoftwareplatformsinstead
ofindividualhardware).MetaQuestalsoledindeveloperinterest,followedbySteamVR
andApplevisionOS—theplatformthatwillpowertheiPhonemaker’snewAppleVision
Promixed-realityheadset.
Almosthalfofrespondentsmarked“Other,”withmostofthemnotingthattheyweren’t
currentlyworkingonanyVR/ARgames.
StateoftheGameIndustry202310
WhichVR/ARplatform(s)mostinterestyouasadeveloperrightnow?(Chooseallthatapply)
MetaQuestStore40%
SteamVR34%
ApplevisionOS30%
PlayStationVR/VR227%
AppleARKit16%
EpicGamesStore11%
HTCViveport11%
GoogleARCore9%
PICOStore7%
MagicLeap6%
MicrosoftStore6%
SideQuest5%
Other24%
GenerativeAItoolsareenteringthegamedevelopmentspace
GenerativeAItechnologyhasgrowninpopularityoverthepastyear,withplatformslike
ChatGPT,GitHubCopilot,andMidjourneyexpandingusageandmakingthetoolsmore
accessible.AsmorecompaniesinvesttimeandresourcesintotheGenerativeAIspace,
weaskeddeveloperswhattoolsthey’reutilizing,aswellaswhatconcernstheymayhave
aboutthem.
StateoftheGameIndustry202311
AreGenerativeAItools(i.e.ChatGPT,DALL-E,GitHubCopilot,AdobeGenerativeFill)beingusedatyourcompanyordepartment?
AreGenerativeAItoolsbeingusedatyourcompanyordepartment?
Answered:Yes,IUseThem(byJobType)
44%
Business&Finance
Don’tknow9%
No,wehavenointerest23%
Other4%
No,butwe’reinterested15%
Yes,Iusethem31%
Idon’t,butsomeofmycolleaguesdo18%
Almosthalf(49%)ofdeveloperssurveyedsaidthatGenerativeAItoolsarecurrently
beingusedintheirworkplace,with31%sayingtheypersonallyuseGenerativeAItools
and18%sayingtheydon’tbutsomeoftheircolleaguesdo.Aboutone-fourthstatedthey
havenointerestinusingthematall.
Community/Marketing/PR41%
Production&TeamManagement33%
Programming/Engineering25%
GameDesign21%
Narrative/Writing13%
VisualArts16%
Audio14%
QualityAssurance
6%
StateoftheGameIndustry202312
DevelopersatindiestudiosweremostlikelytouseGenerativeAItools,with37%
reportingthattheyarepersonallymakinguseofthetechnology(comparedto21%of
developersatAAAandAAstudios).Businessandmarketingprofessionalsweremost
likelytousethem,whilefolksinqualityassuranceandnarrativeweretheleastlikely.
Whatdogamedeveloperswanttousethesetoolsfor?Thebulkofrespondents
wereinterestedincodingassistanceandspeedingupthecontentcreationprocess.
DeveloperswerealsointriguedbytheideaofusingAItoautomaterepetitivetasks.
However,therewereseveraldeveloperswhomadeitclearthattheyseenousecasefor
AItechnology.
InYourWords:WhatapplicationsofGenerativeAIwouldyouliketoseeinthefuture
(ifany)?
“Codedevelopmentisoneofthebestplacesthiswillbehelpful.Acrossengineeringand
content,developerswillfindwaystooptimizetheirprocessesusingAI.Thebestinthe
industrywilldosotoenhancetheirprocesses—nottofullyreplaceanything.”
“I’dliketoseeAItoolsthathelpwiththecurrentworkflowsandempowerindividualartistswiththeirownwork.
WhatIdon’twanttoseeisaconglomerateofartistsbeingenvelopedinanAIthatjustdoes99%oftheworkacreativeissupposedtodo.”
“
Focusonhelpingpeople
dotheirjobs.”
“None.AIexploitstheworkofotherswithoutcreditorpaymentandisanetlosstotrue
creativity.”
“SomethingthatwilldoallmyriggingbecauseIhatethatshit.”
HalfofdevelopersworkatcompanieswithGenerativeAIpolicies
Overhalf(51%)ofdeveloperssaidtheircompanieshaveinstitutedsomesortofpolicy
regardingtheuseofGenerativeAIintheworkplace,withmanyofthemsayingtheir
companieshavemadeuseoptional.Only2%saidGenerativeAItoolsaremandatedin
theirworkplace,while12%saidthey’renotallowedtouseanyofthem.
StateoftheGameIndustry202313
Whatisyourcompany’spolicyregardingtheuseofanyGenerativeAItoolsintheworkplace?
Positiveimpact21%
Mixedimpact57%
Negativeimpact18%
Noimpact1%
Don’tknow3%
Nopolicy32%
They’reoptional30%
We’renotallowedtouseany12%
Selecttoolsareallowed,othersarenot
7%
They’remandated
2%
Don’tknow/N/A16%
AAAstudiosweremorelikelythanindiestudiostohavecompanypoliciesregardingthe
useofGenerativeAItools,especiallywhenitcomestorestrictingthem.One-fifth(21%)of
AAAdeveloperssaidtheircompanieshavebannedtheuseofsuchtools,comparedto9%
ofindiedevelopers.
FouroutoffivedevelopersareworriedabouttheethicaluseofAI
WhenitcomestohowGenerativeAIwillimpactthegameindustryasawhole,
developersappeartobeuncertain.Amajorityofrespondentssaidtheimpactwouldbe
mixed,whileaboutone-fifthdescribedtheimpactaseitherpositiveornegative.
Overall,whatkindofimpactdoyouthinkGenerativeAIwillhaveforthegameindustry?
Developersworkinginbusiness,marketing,andprogrammingweremorelikelytosay
thetechnologywouldhaveapositiveimpact.Thoseinnarrative,visualarts,andquality
assuranceweremorelikelytosaytheimpactwouldbenegative.
StateoftheGameIndustry202314
HowconcernedareyouabouttheethicsofusingGenerativeAIinthegameindustry?
Veryconcerned42%
Somewhatconcerned42%
Notatallconcerned12%
Noopinion4%
AlthoughdevelopersseemtobeuncertainabouttheindustryimpactofGenerativeAI,
theyarequitecertainabouttheethicalimpact.Alargemajority(84%)ofdevelopers
indicatedtheyweresomewhatorveryconcernedabouttheethicsofusingGenerative
AI,while12%statedtheyhadnoconcerns.
Developerssharedarangeofpotentialissuesregardingthetechnology.Somewere
worriedaboutwhetherGenerativeAIusagecouldleadtomorelayoffsatgame
companies.Othersexpressedconcernsabouthowthetoolscouldsuperchargecopyright
infringementofintellectualproperty,andwhetherAItoolmakerswouldtraintheir
modelsusingdataobtainedwithoutthecreator’sconsent.
InYourWords:WhatconcernsdoyouhaveaboutGenerativeAI,andwhatcanbedone
toaddressthem?
“Inarushtodevelopnewtech,weareignoringmanyoftheredflagsandpotentialpitfallsofthisexciting
andpotentiallydangerousnewfrontier.Manyofthe
developersbehindAIseemblindedbythepromise
thatAIsinAsimov,Greenburg,andevenRoddenberry’sworldsoffer,whilstblindlyignoringthewarningsandissuesthosesamecreatorssharedintheirworks.”
“
Itstealsfromartists.There
needstobelegalregulations.”
“Managementwillseriouslythinkthattheycanreplaceartistsorpayartistslessfortheir
work.Theyarealreadydoingquestionablethingswhilethetechisstillbeingdeveloped.I
expectartiststobelaidoffinfulloncethetechbecomesproven.”
“Peopleneedtoadaptandit’shardforsome.Somewillberefusingthechange.”
“Asanindustry,wedoalousyjobofcreditingandacknowledgingactual,humancreators
fortheirworkandcontributionstoprojects.Thiswon’thelp.”
“AIdatasetsarebeingcreatedfromcreativeprofessionalswhodidn’tconsenttotheir
workbeingusedtotrainAI.Thepeoplewhomakeandmaintainthetoolsmakeit
difficultorimpossibletoremoveyourwork,ortoavoidhavingyourworkcollectedinthe
StateoftheGameIndustry202315
firstplace.Andcontemporaryartistswhohaverecentlydiedcannotpersonallyfightthis,
solovedonesareeitherforcedtopickupthefightintheirplace,orletgo—knowingthat,
inevitably,someonewillusetheirdeadfamilymember’svoice,face,orartstyletosay
ordosomethingheinousonline.That’shorrifyingasalivingpersontoknowsomeone
couldtakewhatI’vecreatedandmakesomethingimitateme.”
“Ithinkcompletelyreplacingsomeone’sjobisagenuineconcern.Itshouldbeusedto
enhancecapabilities,notreducetheworkforce.”
“IgetnervousattimeswithbigAAAcompaniestryingtocutsomecornersbyhaving
AIdoit,butatsomepoint,AAAcompanieswillquicklyrealizethatrightnowyouneed
humaninteractionwiththetoolstomakegames,notAI.”
“It’stheft,plainandsimple,andsinceit’s‘fancyandhightech’nooneseemstocare
aboutcopyrightorethics.Publicshaminghasn’tseemedtowork,soweneedactual
regulation.”
Interestinblockchaintechnologycontinuestodecline
Overthepastyear,studioscontinuedtoexperimentwithblockchaintechnologylike
cryptocurrencyandnon-fungibletokens(NFTs),butitseemslikemorecompaniesare
startingtowaneonthepractice.
Whatisyourstudio’slevelofinterestinblockchaintechnology(i.e.cryptocurrency,NFTs,Web3)?
Alreadyusingit2%
Veryinterested6%
Somewhatinterested11%
Notinterested77%
Haveuseditbutstopped
4%
About17%ofdeveloperssaidtheirstudiosweresomewhatorveryinterestedin
blockchaintechnology,downfrom27%in2023.Overthree-fourthsofindustry
professionalssaidtheircompanieswerenotinterestedinleveraginganyformof
blockchaintechnology,while4%saidtheircompanieswerepreviouslyusingitbuthave
sincestopped.
StateoftheGameIndustry202316
Paiddigitaldownloadsarethepreferredbusinessmodel
Weaskedparticipantstosharethebusinessmodelsfortheircurrentprojects,so
wecouldseehowdevelopersandcompaniesaremonetizingtheirgames.Halfof
respondentssaidtheircurrentprojectsaredigitalpremiumgames,followedbyfreeto
download,DLCcontent,andphysicalcopies.
Like2023,theleast-usedbusinessmodelswerepremium-tiersubscriptionsand
blockchain-drivenmonetization.
Whichbusinessmodel(s)areyouusingforthecurrentgameyou’redeveloping?(Chooseallthatapply)
Digitalpremiumgame51%
Freetodownload32%
DLC/Updates24%
Physicalpremiumgame21%
Paidin-gameitems21%
Paidin-gamecurrency
19%
Inclusioninapaidsubscriptionlibrary(i.e.AppleArcade,XboxGamePass)10%
Paiditemcrates/gacha6%
Community-funded(i.e.Patreon,Kickstarter,donations)6%
In-gameproductplacement5%
Premiumtiersubscriptions(i.e.Fallout76)4%
Blockchain-drivenmonetization3%
Other6%
N/A-notinvolvedingamedevelopment
14%
StateoftheGameIndustry202317
Socialmediaisthebiggestmarketingdraw,butdevelopersare
frustratedwithTwitter/X
Wordofmouthandsocialmediawerethemostusedmarketingtoolsforgame
developers,with86%sayingtheyemployeachofthosemethods.Thesewerefollowed
byreal-timecommunicationslikeDiscordorSlack(74%),TwitchorYouTubestreamers
(71%),andliveevents(71%).Theleastpopularmarketingmethodwasin-gamecrossovers
andpromotions(29%),followedbyinfluencers(57%)andpaidadvertising(58%).
Socialmedialookstobetheleadtoolforgamemarketing,ashalfofrespondents(50%)
saidtheyfrequentlyusesocialmediainmarketing(versus46%forwordofmouth).
Butsocialmediahasn’tbeenwithoutitschallenges.Withtheever-changingsocial
landscape,developerswereaskedtosharewhatplatformstheyusetopromotetheir
games.
Twitter/Xremainsthemostwidelyusedplatformoverall,with76%ofdeveloperssayingtheyutilizetheplatformforgamepromotion.ThiswasfollowedbyYouTube/Shorts
(64%),Facebook(63%),andLinkedIn(61%).NewerplatformslikeThreads,BlueSky,Mastodon,andCohosthaveyetto
breakthrough,withaboutone-tenthofdeveloperssayingthey’vetriedthem.
“
ThedeathofTwitteris
reallyhardonindies.”
Thoseworkingincommunications,marketing,andPRreportedusingTikTok57%more
thandevelopersinalljobroles,andtheyusedInstagram39%more.Developersbasedin
AfricancountriesreportedahigheruseofWhatsApp(54%)overtheglobalpopulation
(10%).RespondentsinAsiancountriesweremorelikelytouseregional-specificservices
likeWeChatorLine(23%each),SinaWeibo(19%),andTencentQQ(18%)thandevelopers
intherestoftheworld(1-2%).
EventhoughTwitter/Xremainsthedominantsocialmediaplatformfordevelopers,it
doesn’tmeanthey’rehappyaboutit.Whenrespondentsexplainedhowtheiruseofsocial
mediamarketinghaschangedinth
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