2023年东南亚手游市场洞察

2䣆0崅23䄬䇗㏜┱嬼⶟㴕◘ S˒ensorTower☮篸/陱伺 䥊⼔䬠❠2022䇗舘2023䇗瑭┉㰚䈲⪩◇AppStore⽰GooglePlay峗鷺┱⶟◘䄬㏜䣆崅氳岑䈲⮇冫ն⪭╈ⴎ䦮┱⶟◘䣆崅 ䷅⪍┚┖鰉ꄈ飊ⲡꄆ憠⿁眷䣆崅䷅⪍♷겜┚飊ⲡ┱⶟◘懷ꠅ䣆崅┚㜍鼨⹠车ら辑朆♔⹖╈㎁䣆崅⭴宿┱⶟◘䄬㏜氳辑朆ն䥊⼔⺱休䬠❠篺⪯勆❇⮇冫䅬Ⲃ陸縖▽鉯㜍鼨╈ ㎁䣆崅⭴宿┱⶟◘䄬㏜氳䡗Ⱶ篺뀰ն 2©2023SensorTowerInc.-AllRightsReserved ⽬录 ☮篸/陱伺 ┱⶟◘䣆崅䄬㏜䔅鈾 ┱⶟◘懷ꠅ䣆崅┚㜍鼨⹠车ら ╈㎁䣆崅⭴宿┱⶟◘䄬㏜辑朆 勆❇⮇冫MobileLegends:BangBang ꄆ憠䰕金 3©2023SensorTowerInc.-AllRightsReserved ┱⶟◘䣆崅䄬㏜䔅鈾 4 ©2023SensorTowerInc.-AllRightsReserved ┱15⶟%◘氳顈䣆昦崅▽┖⪓鰉杷ꄈ 2023䇗Q┱⶟◘䄬㏜䣆崅┖鰉ꄈ┚⫂顔䷅⪍♷겜 ꣮浔保耇䣆儬氳俋⹖┱⶟◘䄬㏜䣆崅┖鰉ꄈ鵄䇗䬠ⶍ┚2017䇗注奃2022䇗┱⶟◘䣆崅┖鰉ꄈ┕将87%鱳⮽88.5☛埠ն 2023䇗瑭┉㰚䈲┱⶟◘䄬㏜䣆崅┖鰉ꄈ狰滭21☛埠顈昦▽⪓杷鲤15%氳䣆崅┖鰉ꄈն ┱⶟◘⪭☽ % ┖鰉ꄈ ┱⶟◘⪭☽ % ䷅⪍ ⪩◇┖鰉ꄈ⽰䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯科նSensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶技伺╙⬘䷅沠氳䗯⬅┖院丘䩺 ㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺丘䩺簊阞䡽舘2023䇗3僖丘䩺全嶏:SensorTowerら䈙䗯䥊 % % 5©2023SensorTowerInc.-AllRightsReserved ┱飃⶟90◘%䣆┖崅鰉┖ꄈ鰉全ꄈ舅䧏㱧簘⶛㘍䇖Ꝛ⺐ ㏇橻䗯璡㍕碜氳䫠ⲁ┖2020䇗┱⶟◘䣆崅┖鰉ꄈ注鰏2019䇗㘍Ꝛ39%狰滭79☛埠ն2021䇗⽰2022䇗┱⶟◘䣆崅┖鰉ꄈ㏰㲓朆6%氳㘍Ꝛ㘍鵮僗䢦科簾ն 2023䇗瑭┉㰚䈲┱⶟◘䣆崅┖鰉ꄈ㵸䆋㍑蛽☱鲾냖◇2019䇗瑭┉㰚䈲姢䇖ն⪭╈GooglePlay䇖⺐顈昦▽93%氳┖鰉ꄈն 24☛ 18☛ 12☛ 6☛ ┱⶟◘䄬㏜䣆崅┖鰉ꄈ㰚䈲飊ⲡ AppleStoreGooglePlay 0☛ ⪩◇┖鰉ꄈ簊阞氳陱伺 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯科ն  陱伺丘䩺簊阞䡽舘2023䇗3僖丘䩺全嶏:SensorTowerら䈙䗯䥊 6©2023SensorTowerInc.-AllRightsReserved ┱⚀⶟牔◘䇜䣆ꄆ崅㍑⫂┕顔ⶍ䷅鵠⪍鷺 2020䇗⽰2021䇗┱⶟◘䄬㏜䣆崅⫂顔䷅⪍⮇⮷㲓朆 40%⽰12%氳㘍Ꝛ2021䇗䷅⪍狰滭27☛紇⩕ն2022䇗┱⶟◘䣆崅䷅⪍㍑蛽舘24.2☛紇⩕☱奃2019䇗냖 ⭴40%ն 2023䇗瑭┉㰚䈲┱⶟◘䣆崅䷅⪍䫙鲤2022䇗瑭㍌㰚䈲氳5.9☛紇⩕⪭╈GooglePlay䇖⺐䷅⪍ꄆ㍑┕ⶍ鵠鷺ն ⪩◇䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶技伺╙⬘䷅沠氳䗯⬅┖院丘䩺 ㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺丘䩺簊阞䡽舘2023䇗3僖丘䩺全嶏:SensorTowerら䈙䗯䥊 8☛紇⩕ 6☛紇⩕ 4☛紇⩕ 2☛紇⩕ Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q  0☛紇⩕ ┱⶟◘䄬㏜䣆崅⫂顔䷅⪍㰚䈲飊ⲡ AppleStoreGooglePlay 7©2023SensorTowerInc.-AllRightsReserved ⷅ嫿㶻㎁䣆崅┖䷅鰉⪍ꄈ♷僄겜㛻僄냖 ⷅ䈲㶻重◘佭┱⶟◘䣆崅┖鰉ꄈ僄㛻氳䄬㏜2023䇗瑭┉㰚䈲┱⶟◘䣆崅┖鰉ꄈ╈鲤38%全舅院䄬㏜ն 㶩䷅⪍縡銨嫿㎁յ亍ⱶ㐕⽰뀐全重◘⛤㷉┱⶟◘䣆崅䷅⪍⯥└⺳ն2023䇗瑭┉㰚䈲嫿㎁䄬㏜顈昦▽鲤  Q ┱⶟◘䄬㏜䣆崅┖鰉ꄈ┚⫂顔䷅⪍♷겜飊ⲡ ⷅ䈲㶻重◘飉⶟虜䏱㳒嫿㎁뀐全重◘刲㒹㴬亍ⱶ㐕 % % % % % %  % % % % % % % % % % % %  ┖鰉ꄈ  23%氳┱⶟◘䣆崅䔅䷅⪍ն ⪩◇┖鰉ꄈ⽰䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳┖鰉것⚽⡬丘䩺┘ⴎ䦮것┖鰉յꄆ㛄┖鰉⽰瑭└亡㱧⶛䄬㏜氳┖鰉ꄈնGooglePlay儔㏇╈㎁㛻ꡯ䋯科նSensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶技伺╙⬘䷅沠氳䗯⬅┖院丘䩺㏰ ╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺丘䩺簊阞䡽舘2023䇗3僖丘䩺全嶏:SensorTowerら䈙䗯䥊  Q %%%%% % % % % % % % % % % % % % % % % % % 嫿㎁亍ⱶ㐕뀐全重◘ⷅ䈲㶻重◘虜䏱㳒飉⶟刲㒹㴬   ䷅ ⪍  %%%%% 8©2023SensorTowerInc.-AllRightsReserved ┱MO⶟B◘A䣆瓀崅樋䷅䣆⪍崅⺱䷅奃⪍䬠僄ⶍ냖 ┱⶟◘䄬㏜╈䷅⪍僄냖氳䣆崅⿁眷佭瓀樋崅䡖ն2023䇗瑭┉㰚䈲瓀樋䣆崅顈昦▽28%氳┱⶟◘䣆 ┱⶟◘䄬㏜瓀樋䣆崅㯹⿁眷⫂顔䷅⪍♷겜┚飊ⲡ 䣆崅⫂顔䷅⪍♷겜䣆崅⫂顔䷅⪍飊ⲡ Q12022Q12023 崅䷅⪍⪭╈MOBA⽰4X瓀樋䣆崅䷅⪍僄냖ն ♔վMobileLegends:BangBangտ⽰վArenaofValorտ╙创辑氳MOBA䣆崅2023䇗瑭┉㰚䈲㏇┱ ⶟◘䄬㏜氳䷅⪍⺱奃㘍Ꝛ25%ն 其他 52% MOBA11% 策略 28% ䷅⪍ 4X策略 10% 其他策略 6% 8000万美元 4000万美元 ⪩◇䷅⪍簊阞氳陱伺 SensorTower簊阞氳丘䩺╙AppStore⽰GooglePlay䈒榫ら䈙╈氳IAP것⚽⡬丘䩺┘ⴎ䦮䇯⼔⹩朆䷅⪍♔⹖瑭└亡㱧⶛䄬㏜氳䷅⪍ն㏇儔伺漶技伺╙⬘䷅沠氳䗯⬅┖院丘䩺 ㏰╙䷅⪍䔅겜(ⷊ儔䣩ꢝ䇖⺐⮇䡗氳鼨⮇)ն 陱伺丘䩺簊阞2022䇗┚2023䇗瑭┉㰚䈲┱⶟◘䣆崅䷅⪍丘䩺全嶏:SensorTowerら䈙䗯䥊յ崅䡖䗯䥊 其他 72% RPG20% 0万美元 MOBA 4X策略 9©2023SensorTowerInc.-AllRightsReserved ┱┚⶟㜍◘鼨懷⹠ꠅ车䣆ら崅 10 ©2023SensorTowerInc.-AllRightsReserved վGarenaFreeFireտ牔㷉┱⶟◘䣆崅┖鰉唚   Q 2021䇗舘2023䇗Q 1GGaarenraeGnamaesFOrnelinee Fire 1GGaarenraeGnamaesFOrnelinee Fire 1GGaarenraeGnamaesFOrnelinee Fire ┱⶟◘䣆崅┖鰉唚Top 2CNM婭渖o熭b䤗ileLegends:BangBang 3RRooblobxlCoorxporation 2CNM婭渖o熭b䤗ileLegends:BangBang 3RRooblobxlCoorxporation 2CNM婭渖o熭b䤗ileLegends:BangBang 3RRooblobxlCoorxporation 4CNHHigiggsSgtusdiDo ominoIsland 4SSYuBObGwamaesySurfers 4CNDNooxIgntegraoctiGveoTechnology CN 5WAzuorInrtmeracstivZeoGanmees.io 5SSctoupemly bleGuys 5FMOoBoILEtbSOaCClElRLeague 脍阬 6PUBGMOBILE CN 6HHigiggsSgtusdiDo ominoIsland 6CAcativnisidonyBliCzzarrudshSaga 7SSYuBObGwamaesySurfers 8SGaAruKsofUtDRevAeloSpmcehntoolSimulator 9SPltayiMcakxmGamaenStPudaiortyMiniGames 10MinBiclaipllPool 7AGarreennaGaamoesfOVnlainelo&r脍阬 CN 8CNSWOaNvDEeRGtRhOeUPDoge 9SPltayiMcakxmGamaenStPudaiortyMiniGames 10MinBiclaipllPool 7FEleIcFtrAoniScAortcscer 8CNAGarreennaGaamoesfOVnlainelo&r脍阬 陱伺丘䩺簊阞䡽塛舘2023䇗3僖 丘䩺全嶏:SensorTowerら䈙䗯䥊 9SPltayiMcakxmGamaenStPudaiortyMiniGames 10MinBiclaipllPool 11©2023SensorTowerInc.-AllRightsReserved վMobileLegends:BangBangտ趈纭┱⶟◘䣆崅䷅⪍⫦⫠ Q 2021䇗舘2023䇗Q 1GGaarenraeGnamaesFOrnelinee Fire 1CNM婭渖o熭b䤗ileLegends:BangBang 1CNM婭渖o熭b䤗ileLegends:BangBang ┱⶟◘䣆崅䷅⪍唚Top 2CNM婭渖o熭b䤗ileLegends:BangBang 3CN⸊眦⿊烖崅 2GGaarenraeGnamaesFOrnelinee 3CN⸊眦⿊烖崅 Fire 2RRooblobxlCoorxporation 3GGaarenraeGnamaesFOrnelinee Fire CN 4CNP脍阬UBGMOBILE 4RRooblobxlCoorxporation 4CNAGarreennaGaamoesfOVnlainelo&r脍阬 CN 5┒蕻蕻㎁┲鈿ꁻ 5AGarreennaGaamoesfOVnlainelo&r脍阬 5⸊眦⿊烖崅 CN 6RRooblobxlCoorxporation 6CNHHigiggsSgtusdiDo ominoIsland 6CMoooninActMiveaster 7CMoooninActMiveaster 7CN┒蕻蕻㎁┲鈿ꁻ 7FEleIcFtrAoniScAortcscer 陱伺丘䩺簊阞䡽塛舘2023䇗3僖 丘䩺全嶏:Senso