mobile publishing and platforms landscape in asia
TRANSCRIPT
SPOTLIGHT: ASIAMobile Publishing and Platforms Update
Stephen Lee, 6waves
(c) Six Waves Inc. Private and Confidential.
Japan
Beijing
Hong Kong Taiwan
Seoul
6 global offices 300+ games published Mobile focused Top Grossing track record
San Francisco
(c) Six Waves Inc. Private and Confidential.
THE OPPORTUNITY
(c) Six Waves Inc. Private and Confidential.
ASIA IS THE LARGEST MARKET FOR GAMES
(c) Six Waves Inc. Private and Confidential.
ASIA LEADS IN BOTH MOBILE REVENUESAND GROWTH
Source: newzoo
(c) Six Waves Inc. Private and Confidential.
GETTING STARTED
TOP 5 GROSSING GAMESWESTERN APP STORES
2015
US
UK
Australia
Canada
Germany
2016
TOP 5 GROSSING GAMESASIAN APP STORES
2015 2016
(c) Six Waves Inc. Private and Confidential.
ASIANS LOOK ALIKE?
(c) Six Waves Inc. Private and Confidential.
VERY DIFFERENT
MOST ATTRACTIVE TARGETS
(c) Six Waves Inc. Private and Confidential.
(c) Six Waves Inc. Private and Confidential.
CHINA ANDROID STORES
(c) Six Waves Inc. Private and Confidential.
HIDDEN REVENUES
(c) Six Waves Inc. Private and Confidential.
CHALLENGE
(c) Six Waves Inc. Private and Confidential.
HIGHLY COMPETITIVE
(c) Six Waves Inc. Private and Confidential.
CPI
INCREASING MARKETING COSTS
(c) Six Waves Inc. Private and Confidential.
TOP GROSSING WESTERN GAMES IN JAPAN
No casual games from overseas
Proven strategy gameplay
HUGE marketing budgets!
#18 #23
#29 #32
#50
(c) Six Waves Inc. Private and Confidential.
TOP GROSSING WESTERN GAMES IN KOREA
HUGE Marketing Budgets!
Large IP, Local publisher
#6 #17
#30 #39 #37
#19
#4
#35
Local office
Local support
Large IP
(c) Six Waves Inc. Private and Confidential.
OPPORTUNITIES
Text
Thailand21%
Philippines11%
Singapore15%
Vietnam14%
Indonesia20%
Malaysia19%
SOUTH EAST ASIA
38%Growth
(c) Six Waves Inc. Private and Confidential.
(c) Six Waves Inc. Private and Confidential.
HONG KONG ADVANTAGES
• English is an official language
• Global-leading metrics
50%50%
(c) Six Waves Inc. Private and Confidential.
INCREASE YOUR CHANCE OF SUCCESS IN HONG KONG AND TAIWAN
(c) Six Waves Inc. Private and Confidential.
LOCAL GAMES - THE TOP 100 GROSSING CHART
85%
65% 70%
70%
48%
Japan South Korea TaiwanHong Kong US
Source: AppAnnie
(c) Six Waves Inc. Private and Confidential.
GAMES GENRE- THE TOP 100 GROSSING CHART
Source: AppAnnie
Japan South Korea
Taiwan Hong Kong
US
38% 41
%
38%
37%
16%
9% 12% 16
% 21%
17%
10%
9%
15%
13%
5%
RPG Strategy Action
(c) Six Waves Inc. Private and Confidential.
GAMES GENRE- THE TOP 100 GROSSING CHART
Source: AppAnnie
US
16% 17%
5%
25%
17%
RPG Strategy Action Casino Casual
(c) Six Waves Inc. Private and Confidential.
OTHER PLATFORMS
OTHER ASIAN PLATFORMS
(c) Six Waves Inc. Private and Confidential.
OPPORTUNITY
(c) Six Waves Inc. Private and Confidential.
WHAT’S NEXT?
(c) Six Waves Inc. Private and Confidential.
KEY CONSIDERATIONS
Localize your Live
Ops & Community
Localize your
Marketing
Localize your
Game
• Understand your
Audience
(c) Six Waves Inc. Private and Confidential.
Not all games are suitable for Asia
KEY CONSIDERATIONS
Understand your Audience
(c) Six Waves Inc. Private and Confidential.
Much more than Text
KEY CONSIDERATIONS
Localize Your Game
(c) Six Waves Inc. Private and Confidential.
LOCALIZING FROM WEST TO EAST
(c) Six Waves Inc. Private and Confidential.
LOCALIZING FROM EAST TO EAST
(c) Six Waves Inc. Private and Confidential.
Both online & offline marketing are
important in Asia
KEY CONSIDERATIONS
Localize Your Marketing
Hong Kong Korea Taiwan Japan
ONLINE WORKS, BUT VERY DIVERSE
(c) Six Waves Inc. Private and Confidential.
OFFLINE IS EQUALLY IMPORTANT
(c) Six Waves Inc. Private and Confidential.
TOKYO13,297,269
(c) Six Waves Inc. Private and Confidential.
10,048,850
SEOUL10,048,850
(c) Six Waves Inc. Private and Confidential.
TAIPEI3,954,929
(c) Six Waves Inc. Private and Confidential.
HONG KONG7,298,600
BEIJING21,516,000
(c) Six Waves Inc. Private and Confidential.
(c) Six Waves Inc. Private and Confidential.
(c) Six Waves Inc. Private and Confidential.
(c) Six Waves Inc. Private and Confidential.
Take Care of Your Players
KEY CONSIDERATION
Localize Your Live Ops and Community
(c) Six Waves Inc. Private and Confidential.
KEY CONSIDERATION
Localize your Live
Ops & Community
Localize your
Marketing
Localize your Game
Understand your
Audience
