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AboutME!
MynameisRobinNg
InternationalBusinessDirectorofAsiasoft
IntomobilestuffssinceSMSdays
SpecializeonSEAmarketsinceearlydays
LeadingGamePublisherinSEA
14Years
6Countries
600+ Staff
35PublishedGames
150mGamerBase
PublicListedinThailand
Asiasoft– SomeFacts
SouthEastAsiaisaregion- 11Countries
- DifferentLanguages
- DifferentCultures
- DifferentBehavior
- DifferentLikes
- EastMeetsWest
SizingtheSouthEastAsiaMarket
SizingtheSouthEastAsiaMarket
• YoungPopulation
• HungryforContent
• SmartPhoneConversion
• Improvedmobilenetworks(4G,LTE)
• Increased IncomeLevel
• LifestyleChanges&Trends
NumberofSmartPhonesinSEA
• Smartphone penetration is less than 35% of the population• Mobile penetration rate is more than 100% for all countries• People are buying smartphones as their first digital device than a PC
NumberofSmartPhonesinSEA
• Thanks to Google for android open platform• Thanks to China for the low cost android phones• Thanks to Social Media & Entertainment Content for fueling the demand
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SEAAppstoreRevenueSplit
• Thanks to Apple for helping to segregate the market• Paying consumers has a higher chance to use an iPhone
GlobalGamesDominates!
Global games in fact is dominating the app stores in SEA. However,does not mean that any game will work in SEA and this maycontinue in the long run
14
SouthEastAsiaAppstoreBehavior
• RPGgenredominatesthegrossingchartinSEA
• SEAusersdonothaveaspecificpreferenceofgamesfromacertaincountry
• Loyaltyforcoreusersarehigh.Someareplayingthesamegameformorethan2year
• ChinadevelopedgamesareattractinggoodfollowinginTH&VN
• Westerngamesstilldominates
CommonChallengesfacedinSEA
Common Challenges• Localization
• Community
• Customer Support
• Payment Channels
• Marketing Costs
Localization– Notjusttextalone
Localizationofgamesisnotjustlocalizingtextbutmoretowardslocalizingthemarketingprogramsandcampaigns.
Howtoeffectivelydevelopalocalizemarketingcampaignisthekeychallenge.
Genericmessagemaynotbeeffectively inreachingouttogamers.ThisresultsinhighacquisitioncostandlowROI.
Community– Areyoupartofmygang?
ThecommunityspiritofgamersinSEAisverystrong.Itcreatesstrongbondingamongtheplayersandencouragesthememberstokeepplayingandgrowing.
BuildingthecommunityhelpstoincreasetheLTVofthegameandretention.Theformingofthecommunityrootsneeds tocomefromthepublisher.
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CustomerSupport– Showingthecare
Most of the gamers incountries with strong nativelanguage use prefer customersupport to be in local language
SEA gamers needs to be spoonfed, they expect CS to leadthem all the way to resolve theproblem faced
Expectations from gamers arevery high especially thosespending users.
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Payment– whereisthemoney?
Payment is the biggest concern as ARPU is still very low in SEA. Low creditpenetration and heavy use of Scratch Cards for payment is relatively new tooverseas publishers. This results in low revenue for mobile which discouragesPublishers to focus more efforts & resources in SEA.
Local payment channels are available for publishers to tap onto the market but onlya few has the full access to hook up the whole region
Marketing– FastRisingCosts
ThecommonwaytogetusersisviaCPI.Howeverratesaregettingcompetitiveduetoinfluxofpublishers.SEAhaslimitedadsinventorywhichspikespricesconstantly.Notethatpayrateislowandneedsamassofuserstoreachtopofrankingchart
iOSAppstore
GooglePlayStore
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Country is wide spread from east to west but focus is only within a few key cities.
TremendousgrowthofInternetsubscribers ispushingIndonesiatoquicklyupgradethemobilenetworkfrom3Gto4G.
The Indonesian government has signed a regulation requiring that all 4G-capable smartphones sold in the country as of the start of 2017 must include 30 percent local content.
Indonesia’sCreativeEconomyAgency,announced planstoboostIndonesia’sgameindustry.
Emergenceoflocalgamestudios
Pricingneedstobeskewtolocalincomedemands
Indonesia– MostPopulousinSEA
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More than 60% of the spenders for mobile games are from the chinesepopulation
3G and 4G fueling growth of internet usage in sub-urban areas
Playing behavior and preference of Chinese and Malays are very diverse
Emergence of local studios
Malaysia– DiversityinGaming
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HighnumberofplayersbutARPUislowestintheregion
InfrastructureofInternetaccessisakeyissue.Highinternetusagegrowthbutnotabletomeettheneedsofdemand,oneoftheslowestandmostexpensive intheregion
Similartoindonesia,goodgrowthprojectionbutspendinghabitswilltaketimetocultivate
IAPpricingneedstoskewtocatertolocalincomelevels
Emergenceoflocalstudios
Philippines– AvidGamers
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HighestARPUinSEAregion.
Growthhasreachedthepeakforgaming.Notexpectingmuchgrowth
Population is40%nonlocals,chinachinese hasthehigh%share
BestplacetosetupbusinessentitiesinSEA
Mostofgaminggiantshasofficeinsingapore.(Google,Facebook)
Emergenceoflocalstudios
Singapore– SmallestCountryinSize
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LINEisthe#1usedmessagingservicewithover33mregisteredaccounts.FacebookmostusedSNS.
GamershasbeecultivatedtopayforgamesovertheyearsfromthestartofPCgames
Mostofthai gamersdon’tspeakenglish fluently
ConsumesmobilecontentfasterthanmostofSEAcountries
Countryeyedbymanypublisherstoenter, fiercecompetitionexpected
Emergenceoflocalstudios
Thailand– MaturedGamingCountry
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Governmenthasbeentryingorcontrollingthemobilegamesmarket
Localcompaniesneedstoobtainlicensepergametoconductmarketingactivitiesthroughlocalchannelsandmedia
Followedthechinastyle.3rd partystoresruletheandroidmarket(fornow)
3rd partypaymentisaabsolutemusttointegrateforrevenuegeneration
Lesseducatedgamerstendstoleantowardschinastylegames
Emergenceoflocalstudios(mostinSEA)
Vietnam– wherethe3rd PartyStoresrule!
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SummingupSEA
Beeninthemobilegamingspotlightfor2015
Highgrowthregionbutnotonrevenue
EastMeetsWest– anythinggoes!
Fiercecompetitionexpectedfromchina
Changingtrendsandtasteoflocalgamers
Indonesiawillbethebiggestgrowthcountryfor2016
RobinNgDirectorInternationalBusiness&StrategicDevelopment
AsiasoftCorporationPCLM:+6581217577E: [email protected]:www.asiasoft.net
Skype:dweetengLINE:dweeteng
WeChat :robinasiasoftKakao :dweeteng
ContactingMe!
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CreditstoInformationSource
• WeAreSocial
• NikoPartners
• Nielsen
• Waiwai marketing
• Chartboost
• Asiasoft
• Appannie
• Google– helpingmeonthesearches