{"id":8643,"date":"2019-02-15T10:36:00","date_gmt":"2019-02-15T10:36:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8643"},"modified":"2026-04-14T08:31:35","modified_gmt":"2026-04-14T08:31:35","slug":"are-content-subscriptions-the-next-big-trend-in-mobile-game-monetization","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/are-content-subscriptions-the-next-big-trend-in-mobile-game-monetization\/","title":{"rendered":"As subscri\u00e7\u00f5es de conte\u00fados s\u00e3o a pr\u00f3xima grande tend\u00eancia na monetiza\u00e7\u00e3o de jogos para telem\u00f3vel?"},"content":{"rendered":"

H\u00e1 anos que os editores de jogos para telem\u00f3veis t\u00eam vindo a considerar a possibilidade de subscrever conte\u00fados. Poder\u00e1 um novo servi\u00e7o de jogos da Apple competir finalmente com as receitas da publicidade?<\/p>\n\n\n\n

Para muitos l\u00edderes da ind\u00fastria, as subscri\u00e7\u00f5es de conte\u00fados parecem ser a forma ideal de rentabilizar os jogos para telem\u00f3vel. Afinal, servi\u00e7os de streaming como o Netflix provaram que os f\u00e3s est\u00e3o dispostos a pagar mensalidades por bibliotecas de filmes inteiras - porque n\u00e3o poderia acontecer o mesmo noutras categorias de entretenimento? A recente iniciativa da Apple subscri\u00e7\u00e3o auto-renov\u00e1vel<\/a> j\u00e1 foram adoptadas pelos criadores de jogos, mas H\u00e1 rumores de que a Apple<\/a> est\u00e1 a preparar um servi\u00e7o de subscri\u00e7\u00e3o de jogos dedicado que oferece uma sele\u00e7\u00e3o limitada de jogos premium. Se for verdade, isto poder\u00e1 anunciar uma nova e arrojada era para a monetiza\u00e7\u00e3o de jogos para telem\u00f3vel.<\/p>\n\n\n\n

S\u00f3 h\u00e1 um problema: h\u00e1 anos que os editores de jogos t\u00eam vindo a prever que as subscri\u00e7\u00f5es de jogos para telem\u00f3veis v\u00e3o ter sucesso. Eis uma entrevista de 2017<\/a> com um programador de aplica\u00e7\u00f5es m\u00f3veis que promove subscri\u00e7\u00f5es pagas nas suas aplica\u00e7\u00f5es. Eis outro de 2016<\/a> implicando que os jogos m\u00f3veis poderiam adotar modelos de subscri\u00e7\u00e3o de conte\u00fados comuns noutras aplica\u00e7\u00f5es. O debate sobre as subscri\u00e7\u00f5es estava mesmo a decorrer em 2014<\/a> uma vez que as receitas de publicidade continuaram a aumentar.<\/p>\n\n\n\n

Atualmente, a esmagadora maioria dos jogos para telem\u00f3vel \u00e9 monetizada atrav\u00e9s de an\u00fancios ou compras na aplica\u00e7\u00e3o. Embora os rumores sobre o servi\u00e7o de subscri\u00e7\u00e3o de jogos da Apple possam finalmente dar in\u00edcio a uma tend\u00eancia de subscri\u00e7\u00e3o, como \u00e9 que isso seria? As subscri\u00e7\u00f5es de conte\u00fados de jogos para telem\u00f3vel est\u00e3o mesmo ao virar da esquina ou os l\u00edderes do sector est\u00e3o a sobrestimar a sua viabilidade mais uma vez?<\/p>\n\n\n\n

As vantagens e desvantagens das assinaturas<\/h3>\n\n\n\n

Para compreender a raz\u00e3o pela qual os l\u00edderes da ind\u00fastria continuam a dar \u00eanfase \u00e0s subscri\u00e7\u00f5es m\u00f3veis, \u00e9 \u00fatil recordar a raz\u00e3o pela qual s\u00e3o t\u00e3o apelativas: fora das categorias de jogos, as aplica\u00e7\u00f5es baseadas em subscri\u00e7\u00f5es s\u00e3o imensamente rent\u00e1veis. De facto, em 2016 representavam at\u00e9 85%<\/a> do total das receitas n\u00e3o relacionadas com o jogo s\u00f3 na App Store dos Estados Unidos.<\/p>\n\n\n\n

As subscri\u00e7\u00f5es tamb\u00e9m oferecem um fluxo de receitas est\u00e1vel e previs\u00edvel para os editores, fornecendo recursos para futuros t\u00edtulos e actualiza\u00e7\u00f5es durante o ciclo de vida de um jogo. Estes modelos tamb\u00e9m podem beneficiar os jogadores: os utilizadores que compram assinaturas s\u00e3o normalmente clientes bem conservados, dispostos a interagir com as aplica\u00e7\u00f5es durante um per\u00edodo prolongado. Por \u00faltimo, as subscri\u00e7\u00f5es permitem que os utilizadores experimentem uma jogabilidade premium sem necessitarem de an\u00fancios ou IAPs.<\/p>\n\n\n\n

Mas tamb\u00e9m h\u00e1 desvantagens que vale a pena considerar. H\u00e1 pouco mais de uma d\u00e9cada, as ind\u00fastrias de videojogos para PC e consolas dependiam fortemente da monetiza\u00e7\u00e3o atrav\u00e9s de taxas de subscri\u00e7\u00e3o para suportar grandes lan\u00e7amentos online como o World of Warcraft ou o EverQuest. Os criadores rapidamente perceberam que os jogadores podiam pagar pelo acesso a alguns jogos selecionados, mas n\u00e3o podiam manter as subscri\u00e7\u00f5es de todos os jogos a longo prazo. Os f\u00e3s aderiram ao modelo free-to-play, mais acess\u00edvel, e a ind\u00fastria dos jogos seguiu-lhes o exemplo. Atualmente, s\u00e3o lan\u00e7ados mais jogos para telem\u00f3vel por dia do que para PC e consolas, o que torna as subscri\u00e7\u00f5es individuais ainda menos vi\u00e1veis.<\/p>\n\n\n\n

Os editores tamb\u00e9m precisam de ter em conta as considera\u00e7\u00f5es do ecossistema m\u00f3vel. Em 2014, um Decis\u00e3o da FTC sobre compras na aplica\u00e7\u00e3o<\/a> limitou a capacidade de os editores implementarem subscri\u00e7\u00f5es com renova\u00e7\u00e3o autom\u00e1tica, fazendo com que alguns programadores m\u00f3veis desconfiassem desta pr\u00e1tica. A fixa\u00e7\u00e3o de pre\u00e7os justos e razo\u00e1veis tamb\u00e9m pode ser um problema, uma vez que a Apple retira 30% de cada transa\u00e7\u00e3o na App Store.<\/p>\n\n\n\n

O estado atual das subscri\u00e7\u00f5es nos jogos para telem\u00f3vel<\/h3>\n\n\n\n

Apesar dos inconvenientes acima referidos, os jogos para telem\u00f3vel utilizam de forma limitada os modelos de subscri\u00e7\u00e3o. De facto, este Jogo de puzzle do unic\u00f3rnio<\/a> oferece v\u00e1rios n\u00edveis de ades\u00e3o que se estendem at\u00e9 ao intervalo de pre\u00e7os $30. Lendas M\u00f3veis<\/a> tamb\u00e9m inclui uma \"Assinatura Starlight\", para al\u00e9m dos IAPs normais, que desbloqueia benef\u00edcios mensais para os jogadores.<\/p>\n\n\n\n

No entanto, o simples facto \u00e9 que, por enquanto, as assinaturas pagas s\u00e3o uma prioridade baixa tanto para os utilizadores como para os editores. De acordo com a eMarketer<\/a>Segundo a Comiss\u00e3o Europeia, apenas 14% dos editores m\u00f3veis consideram que as subscri\u00e7\u00f5es s\u00e3o um formato de monetiza\u00e7\u00e3o eficaz. O v\u00eddeo recompensado assume a lideran\u00e7a com 75%, seguido de perto pelos IAP e quase todos os outros m\u00e9todos de monetiza\u00e7\u00e3o gratuitos. As subscri\u00e7\u00f5es pagas surgem em terceiro lugar, ultrapassando apenas os an\u00fancios de v\u00eddeo in-feed e os programas de afiliados.<\/p>\n\n\n\n

Quando os modelos de subscri\u00e7\u00e3o s\u00e3o bem sucedidos, s\u00e3o frequentemente utilizados como suplementos opcionais \u00e0 publicidade e \u00e0 monetiza\u00e7\u00e3o dos IAP. S\u00e3o muito poucos os jogos para telem\u00f3vel que os oferecem como m\u00e9todo de monetiza\u00e7\u00e3o principal.<\/p>\n\n\n\n

Os modelos de subscri\u00e7\u00e3o est\u00e3o a crescer?<\/h3>\n\n\n\n

Se a hist\u00f3ria servir de base, \u00e9 pouco prov\u00e1vel que as subscri\u00e7\u00f5es de conte\u00fados se tornem uma tend\u00eancia m\u00f3vel no futuro imediato. Dito isto, o conceito tem algum m\u00e9rito. Embora O rumor da subscri\u00e7\u00e3o de jogos da Apple<\/a> possa ser apenas conversa fiada, destaca uma via de subscri\u00e7\u00e3o m\u00f3vel inexplorada: agrupar toda uma biblioteca de jogos numa \u00fanica taxa de baixo custo.<\/p>\n\n\n\n

As plataformas de jogos n\u00e3o m\u00f3veis experimentaram este conceito e obtiveram um \u00eaxito modesto, nomeadamente o PlayStation Now<\/a> e PlayStation Plus. A Apple est\u00e1 bem posicionada para oferecer servi\u00e7os semelhantes, ao estilo da Netflix, que desbloqueiam aplica\u00e7\u00f5es premium enquanto a subscri\u00e7\u00e3o est\u00e1 ativa. Ganhar v\u00e1rios jogos por uma \u00fanica taxa tem um valor inerente e ajuda os clientes a evitar o inc\u00f3modo de gerir v\u00e1rias subscri\u00e7\u00f5es.<\/p>\n\n\n\n

Ningu\u00e9m sabe se isto transformar\u00e1 as previs\u00f5es de subscri\u00e7\u00e3o anual numa tend\u00eancia completa. Mas valer\u00e1 certamente a pena prestar aten\u00e7\u00e3o \u00e0 Apple se e quando essa plataforma for revelada.<\/p>\n\n\n\n

Pretende compreender melhor o ritmo acelerado da ind\u00fastria dos jogos para telem\u00f3vel? Descarregue e leia Relat\u00f3rio de despesas com publicidade de 2018 da Tenjin<\/a> hoje!<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Mobile game publishers have been considering content subscriptions for years. Could a new Apple gaming service finally compete with advertising revenue? To many industry leaders, content subscriptions seem like an ideal way to monetize mobile games. After all, streaming services like Netflix have proven fans are willing to pay monthly fees for entire film libraries…<\/p>","protected":false},"author":7,"featured_media":8644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"\nAre Content Subscriptions The Next Big Trend In Mobile Game Monetization? | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/are-content-subscriptions-the-next-big-trend-in-mobile-game-monetization\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are Content Subscriptions The Next Big Trend In Mobile Game Monetization? | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Mobile game publishers have been considering content subscriptions for years. 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