Asiasoft - understanding south east asia mobile market 20150325

South East AsiaThe Mobile Gaming Environment+++

ASIASOFT A leading gaming,

digital and online

entertainment

company in South East

Asia with significant

market share in

Thailand, Singapore,

Malaysia, Vietnam,

Philippines and

Indonesia

Leading Game Publisher in SEA

14 Years

6 Countries

900+ Staff

40 Games

120m gamer base

Public Listed in Thailand

ASIASOFT Key Facts

Online Games

Distribution

Channeling

Mobile Games

4

Asiasoft engages the gamers with through publishing and operating for online, web, mobile and distribution of box set games.

Through our Playpark portal and over a network of over 10,000 cyber cafes affiliates, we are able to reach out to the gamers throughout SEA region

Asiasoft Services

South East Asia Mobile Gaming &

Internet Environment

About South East Asia

7

About South East Asia

The population in South East Asia is generally young, where over 70% of the people in emerging countries are age 34 and below.

Mobile Social in South East Asia

PopulationActive Mobile Internet Users

Social Accs on Mobile

Social Media Usage on Mobile

Playing Games on Mobile

Watching Videos on Mobile

Malaysia 30,000,000 16,500,000 15,000,000 9,900,000 7,200,000 8,400,000

Philippines 100,000,000 32,000,000 32,000,000 19,000,000 15,000,000 19,000,000

Singapore 5,500,000 3,500,000 3,200,000 2,090,000 1,430,000 1,870,000

Thailand 67,000,000 17,700,000 28,000,000 8,040,000 8,040,000 10,720,000

Vietnam 93,000,000 32,400,000 24,000,000 22,320,000 16,740,000 20,460,000

Indonesia 253,000,000 54,000,000 62,000,000 35,420,000 25,300,000 27,830,000

Total 548,500,000 156,100,000 164,200,000 96,770,000 73,710,000 88,280,000

• Mobile Social has grown tremendously in the last 5 years• Facebook is the biggest social network in SEA• Youtube is the widest used video network• Photo taking is the most popular sharing activity on social• Not all social media users play games

* source: We Are Social

Time Spent on Internet

Philippines Thailand Malaysia Indonesia Vietnam Singapore

0

1

2

3

4

5

6

7

8

9

10

6.35.5

5.1 5.1 5.24.7

3.34.1

3.73.2 2.7

2.3

Time Spent on the Internet Desktop Mobile

SEA users are always connected to the internet no matter where they are!

10

Market Share of Smart Vs Featured Phones

Indonesia Thailand Vietnam Philippines Malaysia Singapore

Series1 52 28 20 16 10 4.5

5

15

25

35

45

55

Smartphones in South East Asia 2014

Qua

ntity

Smartphones Numbers in SEA*

The estimated number of smartphones in the SEA region is about 130m to 140m.

*** Data obtained from various sources

12

Growth of SEA Gaming Market

Projected growth in the next few years is expected to be steady and expected to hit beyond $2 Billion USD in 3 years time!

13

Fueling the Growth of SEA

• Young Population

• Hungry for Content

• High Conversion from Feature Phone to Smart Phones

• Improved mobile networks (4G, LTE)

• Increased Income Level

• Lifestyle Changes & Trends

About South East Asia

App Stores

15

• Captures more than 65% of market• Fueled by low cost OEM phones• User base is mid to low income• Championed by Samsung• High user base, low revenue

• Captures 35% or less of market• Expensive phone in SEA• User base is mid to high income• Apple branding is a prestige• High revenue, low user base

Google Android Vs Apple iOS

Playing Behavior of SEA Gamers

SEA Apple App Store

SEA Google Play Store

• RPG genre dominates the grossing chart in SEA

• SEA users do not have a specific preference of games from a certain country

• Casual & Puzzle genres attracts

• Loyalty for core users are high. Some are playing the same game for more than 1 year

Publishing Games in South East Asia?

18

Publishing Considerations in SEAUser Acquisition- Cost of Acquisition

is growing fast in SEA

- Averages from USD$0.5 to USD$2

- Quality of users is a concern

*Source: Chartboost

Singapore

Malaysia

Thailand

Indonesia

Vietnam

Philippines

0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2

Avg CPI rates for South East Asia

Google Play iPad iPhone

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Publishing Considerations in SEA

Revenue - Low ARPU- Low Pay Rate- Low credit card penetration

*Source: Fortumo

20

Publishing Considerations in SEA

Competitive Environment- East & West Melting pot- Target region for global

publishers- Fast moving trends

21

Publishing Considerations in SEA

Culture - Each country is

unique

- Localization is more than text

- Understanding of gamers

*Source: Fortumo

22

Should I publish on my own or should I work with a local

partner?

23

Questions&

Answers

24

Robin Sagacious NgHead of International Business____________________________Asiasoft Corporation PCLM: +65 8121 7577E: robin.ng@asiagroup.net Skype : dweeteng LINE : dweeteng Kakao : dweetengLinkedin : http://sg.linkedin.com/in/robinng

Web: www.asiasoft.net

Contacting Me!

25

Appendix

Key Success Factors for

for Publishingin

South East Asia

What Asiasoft Did?

Asiasoft published Raganarok Mobile game licensed from Gravity Korea.

• Achieve number 1 ranking within 3 days of launch• Managed to keep within top 20 grossing in 8 months• Conducted ATL and BTL marketing• Building Communities and Localizing game for local taste• Enabled 3rd party billing

What Asiasoft Did?

Localization- Fine Tune game to suit local

cultures- Language localization is much

preferred- Events and Activities cater for

local or SEA culture

Community- Engaged the community

directly- Listen to the feedback- Build up the core group to

“evangelize” the game

Marketing- Go beyond digital marketing- Ground awareness - Reach out to the gamer pool

fast- Work with platform providers

besides appstores

Billing- Need to have 3rd party

payment for players to pay- Develop a separate build for

3rd party billing