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Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 539
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App\Controller\NewsController::get_data() - APP/Controller/NewsController.php, line 5701
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App\Controller\NewsController::cache_action() - APP/Controller/NewsController.php, line 5281
App\Controller\NewsController::view() - APP/Controller/NewsController.php, line 3698
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App\Controller\NewsController::view() - APP/Controller/NewsController.php, line 3822
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 539
Cake\Controller\ControllerFactory::handle() - CORE/src/Controller/ControllerFactory.php, line 140
Cake\Controller\ControllerFactory::invoke() - CORE/src/Controller/ControllerFactory.php, line 115
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马来西亚，东南亚手游的“狂飙”

智能设备 2023-02-03 10:28:23 转载来源: 网络整理/侵权必删

图片来源@视觉中国文|OM出海研究所2022年，我们面临了近61年以来的首次人口负增长，这一年出生的人口仅为六年前的一半，这说明我们正在逐渐失去人口红利。而对于手游来说，找到尚有增量的市场尤为重要，毕竟红利能大幅降低竞争的难度，增加生存的空间

图片来源@视觉中国

文 | OM出海研究所

2022年，我们面临了近61年以来的首次人口负增长，这一年出生的人口仅为六年前的一半，这说明我们正在逐渐失去人口红利。而对于手游来说，找到尚有增量的市场尤为重要，毕竟红利能大幅降低竞争的难度，增加生存的空间。

马来西亚正在成为这样的市场。

2022年，马来西亚GDP同比增长约16.5%；2022年，马来西亚Top200手游DAU增长约6.3%，IAP增长1.2%；中国出海手游在马来也实现了1.7%的DAU增长；近五年，马来西亚玩家数量将迎来第二波增长，预测到2027年，玩家数量将达到950万，较2022年增长25%。

马来西亚在狂飙。

本文将以“马来西亚2022年游戏发展”为主题，回答以下几个问题：

为什么马来西亚的手游在2022年终于进入“快速发展期”？
马来西亚的玩家钟爱什么样的手游？哪些品类有更大的机遇？
新游在马来西亚的发展机会如何？从“四方格图”来看马来西亚的榜单变动呈现何种规律？

01 复苏

马来西亚，在疫情前期，发展得并不好。

据华经产业研究院数据显示，2020年马来西亚GDP总量为3366.64亿美元，同比增长-5.59%，比2019年减少了280.17亿美元，相比2010年增长了816.47亿美元。

人均GDP在2020年缩水了6.8%，比2019年减少了1012.41美元；人均国民总收入减少6.01%，“一疫回到七年前”。

面对疫情对经济的巨大冲击，马来西亚面临巨大问题：“什么时候才能回到疫情之前的状态？”“疫情的阵痛何时才能解除？”

2022年回答了这个问题。

2022年第一季度，据马来西亚国家银行公布的数据显示，由于经济活动逐渐恢复常态，带动内需好转，劳动力市场持续复苏，且外需表现强劲，加上政府推出的政策支撑经济增长，马来西亚经济环比增长了3.9%，同比增长5%。人们表示：“街上的人多了起来，商场都在打折。”

2022年Q2，马来西亚GDP较2021年同期增长8.9%，为疫情以来单季增长率次高。其中，2022年6月GDP较去年同期增长16.5%，创下疫情期间单月同比增长记录。

到了今天，根据近两年马来西亚数据总量（两年数据来源不同，分别来源于IMF和世界银行，可能统计结果略有差异）推算，2022年马来西亚的年度GDP增速约为16.5%，超过印尼和越南。

马来西亚，正在以东南亚最快的速度，实现经济复苏。

游戏市场就是最好的缩影。首先，马来西亚当前已成为东南亚游戏ARPU值最高的地区。

其次，在全球游戏IAP整体缩水的大环境下，马来西亚Top200手游的IAP逆势增长1.2%，增速位列全球第一。

另外，根据Statista预测，2022～2027年，马来西亚玩家数量将会迎来第二波增长，预测到2027年，玩家数量将达到950万，较2022年增长25%。从DAU的角度来看，马来西亚的模拟、益智、体育、竞速类游戏有待进一步增长，四个品类的增速均在15%以上（虽然家庭类游戏增长38%，但该类游戏总体量过小）。

就中国出海而言，中国游戏厂商深挖全球新兴市场地区红利，在东南亚、拉美、中东地区的多个国家中，中国厂商市场份额再度增长。在马来西亚，中国出海产品的DAU增长1.7%，已经超过非中国厂商发布的游戏。

02 增长

上述种种，都证明了，2022年，马来西亚在狂飙，手游也在狂飙。因此，2023年，马来西亚或许是游戏出海的“蓝海市场”。

全盘研究2022年马来西亚手游市场，我们发现：所有品类中，有七个品类DAU保持增长，其中益智、模拟、体育、竞速四个品类的增长最为突出。

其中，益智和模拟两个品类新游老游齐发力，比如《Fishdom》、《Save the Doge》、《Dessert DIY》、《Office Fever》；体育、竞速的发展则更加依托于老游——《FIFA Mobile: FIFA World Cup™》、《Race Master 3D - Car Racing》等。

下面将分别从益智、模拟、体育、竞速四个品类展开马来西亚的游戏增长点。

恋爱题材的情景益智解谜游戏是马来西亚玩家的钟爱产品，这类的发展着力体现在2022年新游上，如恋爱题材的《TrickyQuiz: DOP Brain Puzzle》和《Brain Test - Thinking Game》。

模拟类游戏的发展则依托于新入榜单的老游和新游，其中老游主要为生活模拟游戏。新游增长最快的为《Office Fever》，这是一款办公室题材的模拟经营游戏，游戏中融合了放置玩法，一定程度上降低了游戏核度。同样的游戏还包括《Eatventure》（新游）、《Idle Lumber Empire》（老游）。

其三，2022年马来西亚发展最快的体育类游戏也为《FIFA Mobile: FIFA World Cup™》，与2022年世界杯的举办有关。从题材来看，“养成运动员”题材的游戏很受欢迎，包括《Badminton League》（羽毛球）、《The Spike - Volleyball Story》（排球）、《Roll Spike Sepak Takraw》（藤球〉、《EA SPORTS™ UFC® Mobile 2》（格斗）。

最后，也是很重要的一点，那就是社交游戏的再次火爆。在马来西亚，增长最快的三个游戏——《Race Master 3D - Car Racing》、《Asphalt 8 - Car Racing Game》和《Shell Racing》都是带有社交属性的赛车游戏。通过这三个游戏，玩家可以将自己的战绩在社区或者社交平台进行分享，这样的机制刺激了玩家胜负欲。