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I gave this presentation on July 17, 2013 in Tokyo, at the inaugural Insert Coint event.
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Japan‘s Social Gaming Market 2013: Status Quo & Key Trends
By Serkan Toto, PhD www.serkantoto.com
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About Me • CEO and founder of Kantan Games, KK • Social and mobile gaming industry consultant • Advisor for startups in Japan and the US • Japan contributor for TechCrunch.com • Based in Japan since 2004 • Hardcore gamer • Personal site: http://www.serkantoto.com
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Current Favorite (Mobile) Game
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Current Favorite (Mobile) Game
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Visit My Website For Free Information On Japan’s Mobile Game Industry (http://www.serkantoto.com)
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Contact Information
Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
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Agenda I: Status Quo Of Japan’s Social Gaming Market II: 13 Key Trends In Japan
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I: Status Quo Of Japan’s Social Gaming Market
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Japan‘s Unique Social Landscape
• 4 homegrown social networks with 25-50
million registered users each: – Mixi (80%+ mobile social networking) – GREE (mobile social gaming) – Mobage (mobile social gaming) – LINE (mobile chat application)
• Twitter: 30+ million users • Facebook: 19+ million MAU
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Fragmented Game Market
• ~300-400 social game providers in Japan. • 20+ game platform providers (all mobile). • 2 dominant companies as platform and
game provider hybrids: GREE and DeNA (“Facebook+Zynga in 1“).
• LINE (since July 2012), Kakaotalk (February 2013), and dgame (December 2012) emerge as domestic competitors.
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Japan‘s Social Gaming Ecosystem
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Size Of Japan‘s Social Gaming Market -> Projection from Yano Research, January 2013
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Size Of Japan‘s Social Gaming Market -> Projection from Nomura Research, January 2012
Image credit: The Nikkei 13
Social Is Bigger Than Video Gaming -> Data from Yano Research, February 2013.
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Extremely High Paying User Ratio -> Morgan Stanley offers more insight.
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Spending Patterns -> Not much difference compared to other regions
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4 Big Reasons Why Japanese Play Social Games
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The Top 5 User Demographics For Social Games
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Some User Data From GREE
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II: 13 Key Trends In Mobile Gaming In Japan (And Asia)
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Trend 1: Smartphone And Tablet Revolution
Source: Impress R&D 21
Trend 1: Smartphone And Tablet Revolution
Source: MM Research Ins>tute 22
Trend 2: Shift To The App Economy
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Trend 3: Rise Of The Chat Apps
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Trend 3: Rise Of The Chat Apps
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Trend 4: Competition In Platforms
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Trend 5: User Acquisition Costs Rise
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Trend 6: Puzzle & Dragons Hype
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Trend 6: Puzzle & Dragons Hype
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Trend 6: Puzzle & Dragons Hype
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Trend 6: Puzzle & Dragons Hype
Image credit: Social Game Info 31
Trend 6: Puzzle & Dragons Hype
Source: App Annie 32
Trend 7: Next-Gen Social Games
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• There are now payment caps for younger players on DeNA and GREE.
• Real-money, off-platform trading of virtual items is still a problem.
• Certain bingo/lottery-like gaming mechanics are banned.
• Odds of winning are now disclosed in gacha. • JASGA has been established.
Trend 8: Regulation (?)
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Trend 8: Regulation (?)
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Trend 8: Regulation (?)
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Trend 9: Card Battle Fatigue (?)
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Trend 9: Card Battle Fatigue (?)
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Trend 9: Card Battle Fatigue (?)
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Trend 9: Card Battle Fatigue (?)
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Trend 9: Card Battle Fatigue (?)
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Trend 10: Diversification
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Trend 11: Internationalization
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Trend 12: Salaries Are Rising
44 Image credit: Yusuke Ando (Slideshare presentation, 2009)
Trend 12: Salaries Are Rising
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Trend 12: Salaries Are Rising
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Trend 13: The Gaijin Are Coming
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Thank you for listening! Questions?
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Contact Information
Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
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