广州游戏翻译公司：Pokémon GO proves smart move for Nintendo
任天堂手游《口袋妖怪GO》受到热捧
广州游戏翻译公司：《口袋妖怪GO》的极度风靡促使投资者大举押注任天堂在智能手机游戏方面的未来，本周一任天堂市值暴涨逾70亿美元。
Nintendo’s market capitalisation surged by more than $7bn yesterday as investors continued to translate the white-hot popularity of Pokémon GO into a massive bet on the Japanese company’s future in smartphone games.
《口袋妖怪GO》（Pokémon GO，又译“精灵宝可梦GO”）的极度风靡继续促使投资者大举押注任天堂(Nintendo)在智能手机游戏方面的未来，昨天这家日本企业的市值暴涨逾70亿美元。广州游戏翻译公司。
Some have dubbed the game the potential saviour of a company that has been the clear loser to Sony in the latest generation of console wars. It may not make Nintendo much cash, say analysts, but it shines a spotlight on a market the Kyoto-based company is better- positioned than its competitors to dominate.
一些人称该游戏可能成为任天堂的救世主。在最新一代游戏机之战中，任天堂明显输给了索尼(Sony)。分析师称，这款游戏或许不会给任天堂带来太多现金收益，但它让人们注意到了一个市场，这家总部位于京都的公司比竞争对手更有优势主导这个市场。
After gaining 9 per cent on Friday, shares in Nintendo leapt 25 per cent yesterday on the heels of an unusually energetic weekend for hundreds of thousands of gamers, and a frenzy of activity that kept Pokémon GO at the top of the highest-grossing charts in the US for a third day running.
在上周五上涨9%后，本周一任天堂的股价大涨25%。上周末对无数玩家来说是一个异常兴奋的周末，疯狂的火爆程度使得《口袋妖怪GO》在发布第三天便登上美国最高收益应用榜榜首。广州游戏本地化公司。
The game, in which smartphone users physically seek out and collect a pantheon of virtual monsters around real-world locations, has topped the “most downloaded” charts for both the Android and Apple app stores faster than any other game in history. Nintendo’s market value now stands at ¥2.9tn ($28bn).
该游戏在Android和苹果(Apple)应用商店登上“下载量最高”排行榜榜首的速度比史上任何一款游戏都快。在这款游戏中，智能手机用户需要动身在现实世界中寻找和捕捉虚拟妖怪精灵。目前任天堂的市值已达到2.9万亿日元（合280亿美元）。
Analysts at Jefferies, eyeing those numbers and referring to a previous Nintendo favourite — and one of the best-selling video game titles of all time — described Pokémon GO as “like Wii Fit, but more addictive”.
关注这些数字的杰富瑞(Jefferies)分析师提到了任天堂之前一款最受喜爱的游戏《Wii健身》(Wii Fit)——它也是史上最热销的视频游戏之一。分析师形容《口袋妖怪GO》“有点像《Wii健身》，但是更让人欲罢不能”。 广州游戏翻译公司。
And, as with Wii Fit, Nintendo is once again pioneering a crossover between online games and physical exertion. Rivals have tried with much less success, and analysts say Pokémon GO is a reminder that Nintendo holds some of the most valuable character intellectual property in the world.
同时，正如当初推出《Wii健身》一样，任天堂再一次引领了在线游戏与健身运动的结合。竞争者在这方面的尝试远不如它成功。分析师称《口袋妖怪GO》提醒了人们，任天堂拥有世界上一些最有价值的游戏角色知识产权。
The presence of games guru Shigeru Miyamoto — the brains behind Mario, Zelda and other Nintendo blockbusters — at the Pokémon GO announcement event last September added to the sense that conservative Nintendo has finally embraced the smartphone as a legitimate medium for its genius.
去年9月，游戏巨匠宫本茂(Shigeru Miyamoto)——马里奥(Mario)、塞尔达(Zelda)以及任天堂其他热门游戏人物背后的大师——在《口袋妖怪GO》发布会上现身，使人们愈发感觉保守的任天堂终于开始把智能手机当作其天才之作的合理运行平台。广州游戏本地化公司。
“Nintendo is not the main developer of Pokémon GO, but seeing Miyamoto there indicates that he was part of the process of setting the tone. That is much more important than it sounds, and . . . a big part of Pokémon GO’s success,” says Serkan Toto, a Tokyo-based games industry consultant.
“任天堂并非《口袋妖怪GO》主要的开发方，但是宫本茂的现身表明他参与了游戏基调的设定。这比听上去重要得多……是《口袋妖怪GO》成功的一个重要原因，”常驻东京的游戏行业顾问塞尔肯•托托(Serkan Toto)表示。
Analysts predict an even greater surge in usage as summer holidays make their mark, but they note the early Pokémon GO numbers suggest the game is a hit with both children and adults.
分析师预测，随着暑假的到来，该游戏的使用量还会进一步暴增，不过他们指出，《口袋妖怪GO》早期数据表明这款游戏受到儿童和成年人群体的一致喜爱。广州游戏翻译公司。
Its wild success in the
它在美国的巨大成功使人们更加关注该游戏在日本的表现。根据矢野经济研究所(Yano Research)的数据，日本仍是全球最具价值的智能手机游戏市场，年销售额约90亿美元，超过中国。
The speculation now is that Pokémon GO will launch in
眼下外界猜测，《口袋妖怪GO》将于7月16日在日本发布，恰逢日本3天周末小长假。
“Last Friday’s jump in the shares was about Pokémon GO hitting the number one position in the US. “People have woken up and realised that it is going to be number one in Japan too and what a significant impact that could have on earnings,” says David Gibson, an analyst at Macquarie Securities.
“上周五任天堂股价飙升是因为《口袋妖怪GO》在美国登上榜首。人们已经醒过神来意识到它也会在日本登上榜首、以及这会对利润产生多么大的影响，”麦格理证券(Macquarie Securities)的分析师戴维•吉布森(David Gibson)称。广州游戏本地化公司。
“Added to that is people now revising up their expectations for the other five games Nintendo has said it is going to have on the smartphones by next March.”
“而且，如今人们正在上调对任天堂所说将在明年3月前推出的其他5款智能手机游戏的预期。”
Social media has exploded with stories and commentary about Pokémon GO’s qualities and quirks. Many users have posted images of the elusive Pokémon turning up in unusual or embarrassing contexts, while others have griped that it has made their legs ache from unfamiliar amounts of walking.
社交网络上充满了有关《口袋妖怪GO》的品质和趣事的报道和评论。许多用户上传了难捉摸的妖怪精灵出现在特别或尴尬场景中的图片，还有用户抱怨称，超常的步行量让他们感到腿疼。广州游戏翻译公司。
Still, the financial impact of Pokémon GO is more difficult to calculate in spite of Nintendo’s rocketing share price.
不过，尽管任天堂的股价在飙升，但《口袋妖怪GO》的财务影响更难估算。
“The most-downloaded charts are good, but what the industry really cares about is the grossing charts and the fact that this has been well monetised, and that all the buzz we are seeing around the game is actually making money,” says Mr Toto.
“《口袋妖怪GO》在下载量排行榜上表现很好，但行业真正关心的是收益排行榜以及如下事实——这款游戏有良好的赚钱能力，我们看到该游戏引起的一切热议事实上正在赚钱，”托托说。
Pokémon GO was produced jointly with US-based Niantic, a developer in which Nintendo invested $30m last year and which has scored a huge hit in
《口袋妖怪GO》是任天堂与美国的游戏开发商Niantic联合出品的。去年，任天堂对Niantic投资了3000万美元。Niantic以另一款“增强现实”游戏Ingress在日本造成了极大的轰动。广州游戏本地化公司。
That game has allowed Niantic to pioneer a variety of tie-ups with convenience stores and banks that coax Ingress players to those locations: the potential for similar marketing deals with Pokémon GO, say analysts, is huge. Analysts at Macquarie calculate that Nintendo’s investment in Niantic means it is making about 10 per cent of the Apple and Android store revenues churned out by Pokémon GO. Nintendo also holds a 33 per cent stake in the Pokémon Company, which receives about 30 per cent of the game’s revenues.
Niantic借助Ingress开创了与便利店和银行的多种合作，把Ingress玩家吸引到这些商家去。分析师们表示，与《口袋妖怪GO》达成类似营销协议的潜力是巨大的。麦格理分析师估算，任天堂对Niantic的投资意味着，其可获得《口袋妖怪GO》在苹果和Android应用商店收入的10%。任天堂还持有Pokémon Company 33%的股权，后者可获得《口袋妖怪GO》收入的约30%。
Assuming Pokémon GO generates monthly gross revenue of ¥10bn, JPMorgan analysts calculate the game would boost Nintendo’s annual profits by less than ¥10bn.
假如《口袋妖怪GO》创造的月度总收入为100亿日元，摩根大通(JPMorgan)分析师估算，该游戏对任天堂年利润的提升将不到100亿日元。广州游戏翻译公司。
Morgan Stanley says the game would need to reach a minimum monthly turnover of ¥15bn-¥20bn or more to have a meaningful impact on Nintendo’s final earnings.
摩根士丹利(Morgan Stanley)表示，该游戏最低月收入将需要达到150亿至200亿日元或更高，才能对任天堂的最终利润产生重要影响。
But the bet being placed by the market is on the potential future of smartphone outings for Mario, Zelda and other Nintendo characters.
但是，市场正在押注马里奥、塞尔达和其他任天堂游戏人物未来也会出现在智能手机增强现实游戏中。
“This has been a reminder that Nintendo is sitting on some incredibly powerful intellectual property. Given that strength, we have been saying for a while that, in the longer term, the best relationship might be some sort of joint projects between Nintendo and Disney,” says Macquarie’s Mr Gibson.
“这提醒我们，任天堂拥有一些极其强大的知识产权。鉴于这种强大的优势，我们一段时间以来一直在说，长远来看，最好的合作可能是任天堂和迪士尼(Disney)之间达成某种合作项目，”麦格理的吉布森说。
Additional reporting by Kana Inagaki in Tokyo
Kana Inagaki东京补充报道
