重度未来，腾讯游戏的盛世危机

移动游戏，腾讯营收增长放缓的罪魁祸首

在前不久，调查机构NewZoo发布的一份最新调查报告中，腾讯再次成功跻身全球最能吸金的游戏厂商。高度依赖游戏的同时，也让放缓的游戏收入很大程度上造成了腾讯营收增长乏力。

财报显示，腾讯Q3网络游戏收入高达113.24亿元，环比增速仅为2.2%，移动游戏收入为26亿元，相比上一季度出现了高达4亿元的下滑。很明显，移动游戏收入下滑成为腾讯营收增长放缓的罪魁祸首。据财报解读，移动游戏收入下滑主要原因是苹果对新游戏上线要求有所变化有关。

腾讯公司高级副总裁马晓轶接受采访时表示，苹果从今年暑假开始要求所有的游戏都要有guest mode（游客模式）——就是用苹果帐号登陆的方式，不用第三方帐号登陆能够玩到游戏所有内容。腾讯在iOS发布的手游都是用QQ号或者微信登录，所以很多游戏就从暑假开始做修改，这是比较大的调整，所以一直修改到差不多10月份才修改完，这导致一些原本在暑假发布的产品拖到了10月。

游戏媒体GameLook认为“游客登陆对绝大多数产品来讲，杀伤力并不大，但对一直以社交关系链自傲的微信、手Q来说，苹果对社交帐号横切一刀，这一定程度上会影响到腾讯独代产品在appstore的表现。”

事实上，这种政策上的调整确实对腾讯游戏造成了一定的影响，但其实更反映了腾讯通过不断推出新游戏洗用户的模式存在巨大弊端，游戏生命周期普遍较短，需要不断推新才能保持增长。

触控科技曾航认为，现在腾讯手游的策略非常清晰，就是把市面上最主流、最成功的游戏类型都拿过来“改进”。

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