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Mobile Games in China August 2013

Mobile gaming market in china

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The Overview of China Mobile Gaming Market, it's base on figures from TalkingGame, which is largest mobile game data platform in China.

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Page 1: Mobile gaming market in china

Mobile Games in China

August 2013

Page 2: Mobile gaming market in china

2009~2014 China’s Market Size Of Mobile Game

Source: iResearch Annual Data Report On Mobile Game 2012

Page 3: Mobile gaming market in china

? 数据 Q1-Q2 2013 Sum-up ?

Page 4: Mobile gaming market in china

Share of New Titles by Genre

38.92%

16.02%

9.34%

8.95%

8.14%

CasualStrategyCard BattleActionSportRPGCardAdventureOther

Card battle titles became the new hot spot. While casual titles are still CP’s first choice for entry to market.

Data Source: TalkingGame

Page 5: Mobile gaming market in china

Revenue Share by Genre

36.8%

11.7%

16.2%

20.9%

4.7% 5.0%

2.2% 0.8% 1.7%

0%

10%

20%

30%

40%

Card Battle Strategy MMORPG T-RPG Action Card Tower Def Casual Other

Data Source: TalkingGame

Page 6: Mobile gaming market in china

Main stream titles are quality challenged

0%

10%

20%

30%

40%

Rating for main steam titles in China

Homogenization of titles are overwhelming. Copycats everywhere right after the entry of new starred titles

TalkingGame Matrix for Rating

Metrics for Rating: TalkingData Analytics Mobile Game Evaluation Matrix

Data Source: TalkingGame R

even

ue

Sh

are

AR

PD

AU

Retention Rate

Day7 Retention

%

Day

14

Ret

enti

on%

Day14

Retention%

15-day LTV

Game Mechanic

User Life time

Organic Users

UE

Marketing Forces

R&D Forces

Page 7: Mobile gaming market in china

35%

25%

22%

14%

3%

1%

0% 50%

<¥1

¥1~$2

¥2~¥3

¥3~¥5

¥5~¥10

>¥10 Titles…

Passing Line: LTV¥3

80% of all titles are Non-profitable

2.3

3.2

2013 Q1 2013 Q2

CPA nearly doubled from Q1 to Q2, 2013

60%+

80% titles still unbalanced for a new user 30 days after the acquisition

CPA¥3

Data Source: TalkingGame

Page 8: Mobile gaming market in china

盘点 ! 建议 User Behavior

Changes ?

Page 9: Mobile gaming market in china

Mobile game user playing time is fragmented

20.1

18.2 18.8

16.8 17.4

16.7

15.5 15.7

16.6

15.6

14.7 14.6 15.2

10

15

20

25

2012-6 2012-7 2012-8 2012-9 2012-10 2012-11 2012-12 2013-1 2013-2 2013-3 2013-4 2013-5 2013-6

3

4

5

6

每日游戏次数 每日游戏时长

Playing time per user spends on each game is dropping significantly from Q2, 2012 although total number of game sessions per user per day is keeping steady

Mins Sessions

Daily Game Sessions

Daily Playing Time

Data Source: TalkingGame

Page 10: Mobile gaming market in china

Day1 Retention Trend For New Plays Q1-Q2, 2013

Too many options for users in the crowded market. Significant dropping trend of the Day1 retention for each individual title

30.6%

28.4% 28.8% 28.6% 28.7%

27.1% 26.5%

25.8% 26.4%

25.6% 25.1% 25.2%

24.7%

20%

25%

30%

35%

40%

2012.6 2012.8 2012.10 2012.12 2013.2 2013.4 2013.6

Competition is intense. The red sea is coming?

Data Source: TalkingGame

Page 11: Mobile gaming market in china

盘点 ! 建议 Q3-Q4 Outlook

Page 12: Mobile gaming market in china

LTV still keeping down

1.9

2.4

2.8 3.0

1.8

2.3

2.7 2.8

0

1

2

3

4

3-Day LTV 7-Day LTV 14-DayLTV 30-Day LTV

Q1 LTV(¥) Q2 LTV(¥)

Compared with Q1,Q2 LTV fell down instead of rising up as expected

LTV : Revenue contribution after certain days since acquisition per new user

Q1LTV boosted by the Spring Festival season

The massive market does not look optimistic

Data Source: TalkingGame

Page 13: Mobile gaming market in china

0

1

2

3

4

LT-1

LT-3

LT-5

LT-7

LT-9

LT-1

1

LT-1

3

LT-1

5

LT-1

7

LT-1

9

LT-2

1

LT-2

3

LT-2

5

LT-2

7

LT-2

9

LT-3

5

LT-4

5

LT-5

5

LT-9

0

IAPs and campaigns only focus on short term, perform insufficiently for long term development. Revenue growth nearly stops after 2 weeks for new users since acquisition.

3d 1.3

7d 1.8

14d 2.7 30d 2.85 90d 2.95

Main stream titles operation is unhealthy UA-focused can not push effective monetization

Data Source: TalkingGame

Page 14: Mobile gaming market in china

盘点 ! 建议 Operation for

Chinese Market ?

Page 15: Mobile gaming market in china

UA Channels: Fragmented

3rd Party App Store Social Network

Other

Ad Network

Platform

CPA:Android ¥3~6;iOS ¥5~20 Conversion%(click->install):Android 1%~3%;iOS 1%~5%

Data Source: TalkingData Campaign

Page 16: Mobile gaming market in china

5% 30%

5% 10%

50%

0%

20%

40%

60%

Background

Relationship

MarketManual Taste

Data

Key Factors For Evaluation • Background

– CP’s branding awareness and background

influence deeply on PR and promotion

result

• Relationship

– This is must-have in China

– Especially with special resources

• Reference

– Proven references from other platforms or

the market add significant credit

• Manual Taste

– Manually test on genre, mechanic, art,

compatibility, tutorial and every aspect is

the most direct way to evaluate

• Data

– Test with trial promotion resources and the

performance data will tell the truth

Mobile Game Evaluation System For Publishing Platform

Page 17: Mobile gaming market in china

Quick Key Metrics Evaluation System

Key Metrics

Questions Answered

Calculation

Reference

Organic New Self-promotion & viral capability

Avg. daily organic installs

>200

Day1 Retention First time experience reflection

Day1 retained user counts / Day0 new user counts

30%

Day 7 Retention Sustaining activation of users

Day7 retained user counts / Day0 new user counts

12%

Monthly Paying Rate

Ratio of paid users Monthly paid user counts / MAU

Depends on genre 2~5%

14-day LTV Rev contribution after 14 days per user since acquisition

Rev. within 14 days from new users / Daily new user counts

¥2.5

60-day LTV / 30-day LTV

Long term monetization potential

60-day LTV / 30-day LTV

1.3

Data Source: TalkingGame

Page 18: Mobile gaming market in china

Key Metrics Evaluation & Comparison

41.2%

3.7%

9.0%

28.4%

21.8%

10.9%

39.8%

8.5%

16.3%

31.2%

24.2%

12.1%

0% 10% 20% 30% 40% 50%

One-day user%

Day30 Retention%

Day7 Retention%

Day1 Retention%

30-day Active%

7-day Active%

Card Battle Genre Avg. Total Avg.

Data Source: TalkingGame

Page 19: Mobile gaming market in china

数据观察 Succeed with Data !

Page 20: Mobile gaming market in china

Data-driven Success

20

Data-driven Success A

A

R R

R

• Metrics System

• Tool to power up

• Workflow

Page 21: Mobile gaming market in china

TalkingData AARRR Metric System

21

Refer

Revenue

Retention

Activation

Acquisition

Monetization

Conversion

Engagement

Acquisition

Page 22: Mobile gaming market in china

TalkingData AARRR Metric System

22

• Install / Sign-ups By campaign/channel CAC(Channel) Conversion (Channel) • Organic Users • Marketing Users • Click -to- Install -to- Sync • Fake Users • New User Perception Perception by Channel

• DAU • MAU • Next Day Activities • Usage Login times Login length • Monthly Active Days

• DAU/MAU • Retention 1 day/ 7day 30day • Engagement

Monthly Logins per User Lifetime sessions 1~10-day activity after Install • User lifetime

Retention Activation Acquisition

ACQ = F(Campaign,channel, Users,CAC, Conv%)

ACT = F(First time Experience,Usage,Design/UX)

RET = F(User guide,operation,task,alert)

Players & Channels Engagement

Page 23: Mobile gaming market in china

TalkingData AARRR Metric System

23

• ARPU(Monthly) • ARPPU(Avg. Revenue per Paying

User

• LTV (lifetime value) • Virtual currency purchased/spent

By level/By date By types purchased • Paying users(%) • New paying users • Time/level of first charge • Whale

Revenue Refer

REV = F(Charge trap,whale, Conv%)

• K-factor • Invites Per DAU Per who send invite • Invite accept(%) • Times By type Massages E-mail • Cohort by invitee Revenue ARPU

REF = F(Excitation,UX)

Monetization Viral

Page 24: Mobile gaming market in china

TalkingData White Paper For Mobile Game Data Analysis

24

• Standard and unified definitions

of all the Key metrics based on AARRR model system

• Benchmarking enabled to help generate valuable insight of your data

Page 25: Mobile gaming market in china

Key Metrics

New Player Acquisition & Tutorial

Activation & Retention

Engagement & Behavior

IAP Drill-down

Player Segmentation

Right Tool to Power up

Real- time

Page 26: Mobile gaming market in china

Best

Practices

Retention is KING!

A Data-driven F2P Card Battle Game

Page 27: Mobile gaming market in china

Red Infinity was established in 2010 and has rich experience in product development and publishing. The company has become one of the industry leaders in just one year.

MAU 4,000,000

Data-driven Workflow

Page 28: Mobile gaming market in china

Description ★ TouchArcade.com HOT NEW GAME ★

Versions Initial release:Sep 14, 2012 Enhanced version:Nov 1, 2012

F2P Puzzle + Battle + Collection

Page 29: Mobile gaming market in china
Page 30: Mobile gaming market in china

DAU/MAU

Day 1 retention

Day 7 retention

Conversions(%)

Virtual Expense

Behavior

KPIs

Tracking

Measure & Analysis

Solution Optimize

Testify

Page 31: Mobile gaming market in china

The key metric to track during initial stage

First time experience and impression

Acceptance of the theme, content, visual quality, arts…

Day 1 Retention

18.6% VS Avg.

Day 1 Retention for card games

~30%

Benchmark:

Page 32: Mobile gaming market in china

Bad Day1 retention rate, but steady for Day2 and subsequence.

Something must be wrong with the new player initialization stage!

Page 33: Mobile gaming market in china

34

Load

Sign up

Create Character

Start Tutorial

Finish Tutorial

Conversion Funnel for initial stage

Page 34: Mobile gaming market in china

Frequent Connectivity Failure Tutorial suddenly lost

Page 35: Mobile gaming market in china

Step 1 – Enhancement

Move to more stable IDC

Dedicated server for domestic players

Simplify and enhance tutorial

Polish UI to gain more visual attraction

Solutions

Step 2 – Optimization

Localize to fulfill local players’ preference

Theme Core UX Art

Page 36: Mobile gaming market in china

Testify & Ongoing Optimization

Page 37: Mobile gaming market in china

Result of daily incentive boost, e.g. Login bonus

How are core players growing in game

Acceptance of difficulty settings for gaming

The key metric to reflect gameplay acceptance and performance of player engaging operations

Page 38: Mobile gaming market in china

Plenty of incentive activities

Mission complete bonus

Daily login bonus

Free cards offer

Friends alliance

⋯⋯

But

Day 7 Retention

9.2% VS Avg.

Day 7 Retention for card games

~15%

Benchmark:

Page 39: Mobile gaming market in china

Significant player Drop off at the growing levels(16-30)

Something wrong with the gameplay design at these levels

Analysis by Churning Level Distribution

Page 40: Mobile gaming market in china

Option1: Players Power-up

Higher winning rate of powerful card lottery

Stronger friend alliance for early stage players

More chance to get enhancing virtual items

Solutions

Option2: Weaken Challenges

Lower monster’s numbers to bring down mission completion difficulty

Easier player advancing at growing stages

Day 7 Retention

13.6% Avg.

A/B Analysis & Ongoing Optimization

Page 41: Mobile gaming market in china

Test in App store,Without Marketing.

Page 42: Mobile gaming market in china

Thanks

www.TalkingGame.com

A

A

R R

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