Mobile publishing and platforms landscape in Asia

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Spotlight: AsiaMobile Publishing and Platforms Update

Stephen Lee, 6waves(c) Six Waves Inc. Private and Confidential.

Today Ill be highlighting AsiaLatest on the market situation, the platforms, and what developers should keep in mind to give you greater chance to succeed How many people have been to Asia before?1

JapanBeijingHong KongTaiwanSeoul6 global offices300+ games publishedMobile focusedTop Grossing track record

San Francisco

A quick word about 6wavesPioneer of free-to-play publishing

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(c) Six Waves Inc. Private and Confidential.

Source: newzoo

GETTING STARTED(c) Six Waves Inc. Private and Confidential.

top 5 grossing gamesWESTERN app stores2015US

UK

Australia

Canada

Germany

2016

This is App Annies matrix of the top-grossing mobile games.

Looking at the largest Western Markets, the leaders are mostly the same and havent changed much year-over-year7

top 5 grossing gamesAsian app stores2015

2016

The markets are highly differentiated, looking at each year, not many games can top the grossing charts across key Asian marketsWith the exception of Supercell Clash Royale, it hit top 5 in China, Taiwan and HK.Games in the top grossing chart do change, customers loyalty not as long, new games coming out more frequent. More competitive, but also more chances for new comers.8

AsianS look alike?

(c) Six Waves Inc. Private and Confidential.

Very different

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ONE SIZE DOES NOT FIT ALL10

Most attractive targets

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China android stores

(c) Six Waves Inc. Private and Confidential.

Over 100 Android storesTake 50% of your revenue off the topOver 400 down, lots are failing focus on top-grossing titles with positive KPIFocus on short-term returns13

Hidden revenues(c) Six Waves Inc. Private and Confidential.

matryoshka14

Challenge(c) Six Waves Inc. Private and Confidential.

Highly competitive(c) Six Waves Inc. Private and Confidential.

(c) Six Waves Inc. Private and Confidential.Increasing marketing costs

Top grossing Western games in Japan(c) Six Waves Inc. Private and Confidential.No casual games from overseasProven strategy gameplayHUGE marketing budgets!

#18#23#29#32#50

For overseas games, only strategy games have a chanceMZ - #18 & #23SuperCell - #29 & #32 Blizzard - #50King #66 & #68 (and only after 8-figure marketing spend)18

Top grossing Western games in korea(c) Six Waves Inc. Private and Confidential.HUGE Marketing Budgets!Large IP, Local publisher

#6#17#30#39#37#19#4

#35Local officeLocal supportLarge IP

For overseas games, only strategy games have a chanceFIFA- #4 (with Nexon)SuperCell - #6 & #17 & #35 (Local office)Blizzard - #19MZ - #30 & #39King #37 & #70 & #97 (some casual culture from early days of kakao)Kabam - #55 (IP, used to have local office), some Gameloft stuff

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opportunities(c) Six Waves Inc. Private and Confidential.

Text*NewzooSouth east Asia38%Growth

$1.6 Billion dollar market growing at an average of close to 40% year-over-year

However, with the exception of Singapore (~40%) and Malaysia (~15%), credit card penetration is in single digits21

(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

Higher GDP 23

Increase your chance of success in Hong kong and taiwan(c) Six Waves Inc. Private and Confidential.

Local games - the top 100 grossing chart(c) Six Waves Inc. Private and Confidential.Source: AppAnnie

Games genre- the top 100 grossing chart(c) Six Waves Inc. Private and Confidential.Source: AppAnnie

Games genre- the top 100 grossing chart(c) Six Waves Inc. Private and Confidential.Source: AppAnnie

OTHER PLATFORMS(c) Six Waves Inc. Private and Confidential.

OTHER ASIAN platforms

Olleh from KT, T-Store from SK Telecom, and U+ from LG U+Naver (largest portal in Korea, like google) is joining next month29

opportunity(c) Six Waves Inc. Private and Confidential.

China has just become number one globally in iOS downloads (just surpassed the US)Although very competitive it is an officially run store (quite rare in China)30

Whats next?(c) Six Waves Inc. Private and Confidential.

key considerations(c) Six Waves Inc. Private and Confidential.

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Not all games are suitable for Asiakey considerationsUnderstand your Audience(c) Six Waves Inc. Private and Confidential.

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Much more than Textkey considerationsLocalize Your Game(c) Six Waves Inc. Private and Confidential.

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Localizing From west to east

(c) Six Waves Inc. Private and Confidential.

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Localizing From east to east

(c) Six Waves Inc. Private and Confidential.

Both online & offline marketing are important in Asiakey considerationsLocalize Your Marketing(c) Six Waves Inc. Private and Confidential.

Offline Tends to work better in AsiaCharacterized by big metropolitan cities

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Hong KongKoreaTaiwanJapan

Online works, but very diverse

These major Asian markets are well-developed, with high internet and smartphone penetration.Online user acquisition is very effective, but is also very diverseDrive enough users to get the metrics, fine tune the game and then move on to offline marketing38

offline is equally important(c) Six Waves Inc. Private and Confidential.

Especially for Asia as these cities are highly populated39

(c) Six Waves Inc. Private and Confidential.tokyo13,297,269

10,048,850

(c) Six Waves Inc. Private and Confidential.

Seoul10,048,850

(c) Six Waves Inc. Private and Confidential.

Taipei3,954,929

Together with near by Keelung thats almost 7 million42

(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.

Take Care of Your Playerskey considerationLocalize Your Live Ops and Community(c) Six Waves Inc. Private and Confidential.

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key considerationLocalize your Live Ops & CommunityLocalize your MarketingLocalize your GameUnderstand your Audience(c) Six Waves Inc. Private and Confidential.

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Thank You&Good luck!stephen.lee@6waves.com(c) Six Waves Inc. Private and Confidential.

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