adways session 6. creating success for mobile games in sea

ADWAYS Global Ad Day 2016Creating Success for Mobile Games in SEA

Presented By: Robin Ng

About ME!

My name is Robin Ng

International Business Director of Asiasoft

Into mobile stuffs since SMS days

Specialize on SEA market since early days

Leading Game Publisher in SEA

15 Years

6 Countries

600+ Staff

33 Published Games

150m Gamer Base

Public Listed in Thailand

Asiasoft – Some Facts

Mobile Games Success in SEAFACTORS In Creating Success

Asiasoft Games – Hits, Misses, Cheers & Boos

Learning through the hard way, there are bound to have Ups andDowns. Asiasoft has its fair share of success and failures which arevaluable lessons for us.

6

Asiasoft Games – Hits, Misses, Cheers & Boos

The best performed game for Asiasoft that operates over 2 yearsand is still operating in Thailand.

7

Factors learnt for Building Success

MARKET

PLAYERS

PARTNERS

CONTENT

COMMUNITY

The SEA Market – A Diversified Region

South East Asia is a region OF

- 11 Countries

- Different Languages

- Different Cultures

- Different Behavior

- East Meets West

9

The SEA Market – The Population

• Young Population• Hungry for Content• Smart Phone Conversion• Improved mobile networks (4G, LTE)• Increased Income Level• Lifestyle Changes & Trends

10

The SEA Market – The Appstores

RESEARCH the Trends, it helps to know where your game can

be in SEA

Players – Understand them

UNDERSTAND Players Behavior

WHAT are they playing?

WHERE are they playing?

WHY are they playing?

WHEN are they playing?

HOW different are they?

21%

31%

24%

13%

6%

2%0%

2% 2%

0%

5%

10%

15%

20%

25%

30%

35%

Less than 30minutes

30 min - 1hour

1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours 5 - 6 hours 6 - 8 hours More than 8hours

51% play games less than 1 hour on a daily average

How many hours a day do you spend playing game on smartphone?

The Players – What, Why, Where and When

How many game application do you have in your smartphone?

40%

31%

10%7%

2%4% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Less than 5 5-10 10-15 15 - 20 20 - 25 25 - 30 More than 30

40% has less than 5 Games in phone at 1 time

The Players – What, Why, Where and When

*Answered only by those play game

What kind of game do you play on your smartphone

50%

41%38% 37%

31%29% 28% 28%

24%

20% 19%

0%

10%

20%

30%

40%

50%

60%

Board Strategy Action Roleplaying

Puzzle Card Quiz Education Adventure Sport Other

Board (50%) is the most popular game genre*Answered only by those play game

The Players – What, Why, Where and When

0%

10%

20%

30%

40%

50%

60%

What kind of game do you play on your smartphone (by age)

Strategy, Card & Board genres are popular especially for the 30’s

*Answered only by those play game

The Players – What, Why, Where and When

Where do you play game on your smartphone?

76%

17% 12% 10% 6% 4%

18%

51%

42%

26%

9% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Sometimes

Often

Most players play games at home rather than on the move*Answered only by those play game

The Players – What, Why, Where and When

Where do you get information about new mobile game?

58%

50%

32%27% 25%

23% 23% 21%15% 14%

8% 7%

0%

10%

20%

30%

40%

50%

60%

70%

App Stores and Facebook the most popular information source

*Answered only by those play game

The Players – What, Why, Where and When

18

GET PARTNERS that are already in

the market

They know the market better than thosethat are not

Key Partners to Look for• Advertising• Publishing• Customer Support• Community Engagement• Payment

TRACK RECORD Matters!They know what is failure and what is success

CONTENT is Food to playersHungry Players are Angry Players!!!

Keeping users engaged in the game is crucial to ensurelasting lifecycle.

SEA gamers consume content very fast.Be Prepared to keep up with the demands from hardcore players

COMMUNITY is a place called Home

Keeping players engaged makes them feel

COMMUNITY – Are you part of my gang?

The community spirit of gamers in SEA is very strong. It creates strong bonding among the players and encourages the members to keep playing and growing.

Building the community helps to increase the LTV of the game and retention. The forming of the community roots needs to come from the publisher.

24

CUSTOMER SUPPORT – Showing the CARE

Most of the gamers in countrieswith strong native language useprefer customer support to be inlocal language

SEA gamers needs to be spoonfed, they expect CS to lead themall the way to resolve theproblem faced

Expectations from gamers arevery high especially thosespending users.

Give them the LOVE and theywill pay for it

25

RECAP of Key Factors

MARKET

•Research Trends

•Localization Needs

PLAYERS

•Understand Needs

•Know who to target

PARTNERS

•Find the Best

•Listen to Partners

CONTENT

•Keep it Coming

•Fast Consumption

COMMUNITY

•Groom Evangelists

•Engage The Players

26

THINGS to note for the SEA Market

South East Asia is- Has been in the global spotlight

- A high growth region but not on revenue yet

- East Meets West – Anything Goes!

- Seeing fierce competition expected from all over!

- Evolving trends and player behavior

- Getting Costly

27

Questions & Answers

Robin NgDirectorInternational Business &Strategic Development

Asiasoft Corporation PCLM: +65 8121 7577E: robin.ng@asiagroup.netW: www.asiasoft.net

Skype : dweeteng LINE : dweeteng

WeChat : robinasiasoftKakao : dweeteng

Contacting Me!

South East AsiaOverview of the key 6 countries

30

Indonesia – Most Populous in SEA

31

Malaysia – Diversity in Gaming

32

Philippines – Avid Gamers

33

Singapore – Smallest Country in Size

34

Thailand – Matured Gaming Country

35

Vietnam – where the 3rd Party Stores rule!

36

Credits to Information Source

• We Are Social

• Niko Partners

• Nielsen

• Waiwai marketing

• Chartboost

• Asiasoft

• Appannie

• Facebook

• Google – helping me on the searches