Mobile publishing and platforms landscape in Asia

SPOTLIGHT: ASIAMobile Publishing and Platforms Update

Stephen Lee, 6waves

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Japan

Beijing

Hong Kong Taiwan

Seoul

6 global offices 300+ games published Mobile focused Top Grossing track record

San Francisco

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THE OPPORTUNITY

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ASIA IS THE LARGEST MARKET FOR GAMES

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ASIA LEADS IN BOTH MOBILE REVENUESAND GROWTH

Source: newzoo

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GETTING STARTED

TOP 5 GROSSING GAMESWESTERN APP STORES

2015

US

UK

Australia

Canada

Germany

2016

TOP 5 GROSSING GAMESASIAN APP STORES

2015 2016

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ASIANS LOOK ALIKE?

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VERY DIFFERENT

MOST ATTRACTIVE TARGETS

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CHINA ANDROID STORES

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HIDDEN REVENUES

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CHALLENGE

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HIGHLY COMPETITIVE

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CPI

INCREASING MARKETING COSTS

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TOP GROSSING WESTERN GAMES IN JAPAN

No casual games from overseas

Proven strategy gameplay

HUGE marketing budgets!

#18 #23

#29 #32

#50

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TOP GROSSING WESTERN GAMES IN KOREA

HUGE Marketing Budgets!

Large IP, Local publisher

#6 #17

#30 #39 #37

#19

#4

#35

Local office

Local support

Large IP

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OPPORTUNITIES

Text

Thailand21%

Philippines11%

Singapore15%

Vietnam14%

Indonesia20%

Malaysia19%

SOUTH EAST ASIA

38%Growth

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HONG KONG ADVANTAGES

• English is an official language

• Global-leading metrics

50%50%

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INCREASE YOUR CHANCE OF SUCCESS IN HONG KONG AND TAIWAN

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LOCAL GAMES - THE TOP 100 GROSSING CHART

85%

65% 70%

70%

48%

Japan South Korea TaiwanHong Kong US

Source: AppAnnie

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GAMES GENRE- THE TOP 100 GROSSING CHART

Source: AppAnnie

Japan South Korea

Taiwan Hong Kong

US

38% 41

%

38%

37%

16%

9% 12% 16

% 21%

17%

10%

9%

15%

13%

5%

RPG Strategy Action

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GAMES GENRE- THE TOP 100 GROSSING CHART

Source: AppAnnie

US

16% 17%

5%

25%

17%

RPG Strategy Action Casino Casual

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OTHER PLATFORMS

OTHER ASIAN PLATFORMS

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OPPORTUNITY

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WHAT’S NEXT?

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KEY CONSIDERATIONS

Localize your Live

Ops & Community

Localize your

Marketing

Localize your

Game

• Understand your

Audience

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Not all games are suitable for Asia

KEY CONSIDERATIONS

Understand your Audience

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Much more than Text

KEY CONSIDERATIONS

Localize Your Game

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LOCALIZING FROM WEST TO EAST

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LOCALIZING FROM EAST TO EAST

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Both online & offline marketing are

important in Asia

KEY CONSIDERATIONS

Localize Your Marketing

Hong Kong Korea Taiwan Japan

ONLINE WORKS, BUT VERY DIVERSE

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OFFLINE IS EQUALLY IMPORTANT

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TOKYO13,297,269

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10,048,850

SEOUL10,048,850

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TAIPEI3,954,929

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HONG KONG7,298,600

BEIJING21,516,000

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Take Care of Your Players

KEY CONSIDERATION

Localize Your Live Ops and Community

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KEY CONSIDERATION

Localize your Live

Ops & Community

Localize your

Marketing

Localize your Game

Understand your

Audience

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THANK YOU&

GOOD LUCK!

stephen.lee@6waves.com