The Metaverse is the most popular in the United States, and the game has become the largest “cash cow”
Although the domestic Metaverse track is thriving, there are not many products that can form a scale effect and make real money.
Looking overseas, it is a different story.
A Metaverse supported by the game industry
The SensorTower report shows that with the promotion of the contactless lifestyle of global users due to the new crown epidemic, the concept of virtual world and Metaverse has once again become a hot spot in the growth of the mobile market. Among them, game products have become the largest “cash cow” in the field of Metaverse.
In the first half of 2022, the global Metaverse application has received 170 million downloads, of which game application downloads reached 110 million, accounting for 67.3%.
In terms of revenue, the total revenue of the global Metaverse application will surge in 2020, and finally exceeded 1.26 billion US dollars, an increase of more than 112% compared with 2019. This growth trend continued into 2021 and reached an all-time peak of $1.51 billion.
In the first half of 2022, the total revenue of Metaverse applications was US$650 million, of which game application revenue accounted for as high as 94%.
The U.S. market leads the world, followed by Brazil and South Korea
The United States is undoubtedly the country with the highest acceptance of the Metaverse concept, and its overall downloads of Metaverse-related games have been leading the world since 2019. In the first half of 2022, the number of downloads of Metaverse games in the U.S. market was nearly 14 million, 2.5 million more than the second-placed Brazil.
In addition to the United States and Brazil, the popularity of Metaverse games has also grown rapidly in Asia, including Vietnam, Indonesia, India and other countries with downloads exceeding 5 million in the same period, and it is expected to become the next growth outlet.
The U.S. market is also the main source of revenue for Metaverse games, with a total revenue of nearly $300 million in the first half of 2022, with a market share of over 48%.
Among the Asian markets, South Korea has the most outstanding performance, which is mainly due to the strong social attributes of Metaverse games and the high degree of compatibility with Korean players.
‘Roblox’ becomes the world’s most popular Metaverse game
Since the start of the new crown epidemic in 2020, the downloads and revenue of “Roblox” in the United States, its largest market, have increased significantly, and its influence in the Asian (especially Southeast Asia) market has gradually increased. In the first half of 2022, “Roblox” swept the top download and best-selling charts of Metaverse concept games in the United States, South Korea, Japan, and many regions in Southeast Asia. It is worth mentioning that the user spending it brings on a global scale accounts for 70% of the total user spending of the entire Metaverse game.
Almost half of U.S. teenagers under the age of 16 are immersed in the game world of “Roblox”. This multiplayer social networking and game platform has greatly promoted the prosperity of the platform’s UGC content by providing a low-threshold creation platform and mechanism, and enhanced the activity of the ecology and the enthusiasm of the creators, forming a positive feedback loop, known as “” A simplified version of the prototype of the world”.
However, due to the low volume of “Roblox” in the domestic market, domestic consumers do not know much about him, but this does not prevent many domestic technology companies known as the Metaverse from following, learning from and copying “Roblox”.
David Baszucki, the founder and CEO of “Roblox”, graduated from Stanford University in electrical engineering. In 1989, he created a 2D simulation physics experiment platform called Interactive physics for educational purposes. He accidentally discovered that students used this platform to play new tricks. “Students have used the laboratory to observe the scene of two cars colliding, and the construction of the house to observe the scene of its destruction. We are amazed at the excellent design of these young people.”
Inspired by David Baszucki in the official video, he and his partners set out to build the Roblox platform in 2004. In 2007, “Roblox” was officially launched, and it has become the world’s largest game UGC platform, supporting iOS, Android, PC, Mac, Xbox and SteamVR game experience.
Roblox founder David Baszucki
The inspiration for the creation of “Roblox” comes from young people, and the user groups it faces are mainly young people. Tianfeng Securities Research Report pointed out that the core users of “Roblox” are the Z generation group, and about 70% of daily active users are between the ages of 5 and 24. They are extremely sticky to “Roblox”, not only as a game software, but also as a game software. Socialize on it, sending about 61 messages per day on average. In contrast, the “overseas version of WeChat” WhatsApp sends about 50 messages a day on average.
Play games to earn money
In 2020, a 20-year-old young developer launched two games on “Roblox”. In just one month, her game has attracted the attention of many players and helped her achieve a monthly income of $500,000.
In addition to her, there is an American college student who earned his tuition and bought an extra car by selling his own games on Roblox.
As the earning effect continues, more professional game development agencies have begun to settle in “Roblox” and develop games based on it. They will also sell “Roblox” game development tutorials and tools, which are also in line with the concept of the Metaverse. : Feel free to create ideas, display ideas, and sell ideas.
Last year, the Netflix series “Squid Game” became a hot topic, which directly aroused players’ enthusiasm for creation. On “Roblox”, a large number of mini-games designed with the theme of “Squid Game” appeared.
“Roblox” Mini Game “123 Wooden Man”
Since “Roblox” allows anyone to submit their own game works, it is not easy to enter the official recommendation list and ranking list, but with the craze of “Squid Game”, this “123 Wooden Man” succeeded Reached the recommendation list.
It is worth noting that “Roblox” also has a “virtual economic system”:
Players spend money to buy virtual currency Robux, and spend Robux in the game to buy (this behavior is called “Booking”) experience scenes, skins, items and other products.
Roblox game store
After the platform receives Robux, it will be returned to the creators and developers who provide the content in a certain proportion (Robux can be exchanged for cash).
According to Roblox SEC (US Securities and Exchange Commission) documents, as of the end of 2020, there were already 20 million game experience scenarios on “Roblox”; in 2020, users on the entire platform used more than 30 billion hours; about 1.5 million developers earned Robux ; The developer community has earned a cumulative $329 million.
In essence, “Roblox” is like the B station of the game industry, and the content it provides to players comes from the creation of users themselves. As a game UGC platform, “Roblox” lowers the threshold for game development for users. Users can use Lua language coding to create interactive modules based on physics principles and build game mechanics through “Lego-style packaging”.The creativity of the game comes from the whims of the users themselves.
Tianfeng Securities Research Report pointed out that compared with PGC (professional generated content), the threshold of game UGC (user-generated content) is lower, and users can start creating after simple learning. The quality of the finished product is relatively rough, and it wins with creativity and gameplay.
Roblox Studio workspace
Compared with video UGC, game UGC can be directly monetized through game payment without the need for advertisements. Higher immersion is expected to bring higher user stickiness and usage time.
A mixed future
“Metaverse first stock” is the halo given to Roblox at the beginning of its listing. Although Roblox’s cumulative decline this year has reached 55%, with the increase of Roblox platform users, optimistic investors are still buying the stock. . Roblox closed Wednesday at $41.95, nearly doubling its May low of $21.65, or about 94%. However, Roblox’s recently released second-quarter earnings report has investors worried about its future.
Roblox share price
Data shows that Roblox’s revenue during the period was $591.2 million, lower than market expectations of $626 million, a year-on-year increase of 30%; the booking amount including revenue, deferred revenue and other adjustments was $639.9 million, lower than The market expected a loss of $657.2 million, down 4% year-on-year; a net loss of $176.4 million, or $0.3 per share, was a loss greater than market expectations of 21 cents.
Short-term performance fluctuations may be due to the gradual slowdown of online demand in the post-epidemic era, but in the long run, whether it is the underlying development logic, the road to commercialization, or the pioneers in the “Metaverse” of the sunrise industry, even if occasionally Flawed, Roblox is still the Metaverse platform with better momentum.
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