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“China-First” Strategy: Optimize Your Game for the
Soon-to-Be World’s Largest Mobile Games Market
William Heathershaw, Developer Relations, SkyMobi
Updated November 2014
• Maopao app platform
– 30 million MAU
– 400,000 new users daily
• Publishing– 100+ distribution partners
– 9 year operators relationships
– Use Maopao for testing before publishing
• Nasdaq-listed, Sequoia funded
Today’s Presentation
• Why “China First”
• Top 10 Games in October 2014
• Preferences & Trends of Largest User Segment
80% of Chinese Access Internet via Device
Source: KPCB
1.48
3.2
8.1
1.1
3.1
7.9 77%
96% 97%
0%
20%
40%
60%
80%
100%
0
2
4
6
8
10
Jun 2013 Dec 2013 Jun 2014
Total Numbers of Devices Actively Used and Devices Used for Games
Between June 2013 and June 2014
Active Mobile Device Active Game Devices Proportion
Total Number of Active Devices and Devices Used for Games 6/13-6/14
More Mobile Smart Devices in China than People in Europe
CPI Increased 41% YoY
Hollywood’s “China First”
Top 10 Games in OctoberQihoo 360
Luan Dou Xi You (MOBA)
Fun Fest (Match 3)
Chinese Poker
Dragon Oath 3D (MMORPG)
Fishing Joy 3 (General Arcade)
Dao Ta Chuan Qi (MMO/Cards/Strategy)
Popstar! (Puzzle)
Temple Run 2 (Runner)
Lightning 2014 (STG)
PvZ 2 (Strategy)
Summary of Top 10
4 Casual; 4 Mid Core; 2 Core
• 1 Strategy• 1 Runner• 1 Puzzle• 1 Match 3• 1 Strategy/Card• 1 MMORPG• 1 Chinese Poker• 1 General Arcade• 1 MOBA• 1 Shooting
Summary of Top 10 (September)
• 2 Strategy
• 2 Runners
• 2 Fighting
• 1 Match 3
• 1 STG
• 1 Card battle
• 1 General Arcade
6 Mid Core; 4 Casual
SkyMobi Portfolio
Dungeon Quest, ShinyBox
(ARPG)
Major Mayhem, Rocket Jump (Shooting)
King Pele, Cosi Productions (Sports)
Skiing Fred, Dedalord (Runner)
Battle Towers, Game Insight (Strategy)
Beach Buggy Racing, Vector Unit (Racing)
Preferences & Trends
from 3nd Tier Cities
1st Tier cities only have 10%
of China’s population
1st Tier Cities: Beijing,
Shanghai, Guangzhou,
Shenzhen
Distribution of Active Devices in Chinese Cities
Fun Game FeaturesDifficulty
7% Special effects and audio
8%
Gorgeous images8%
Reasonable IAP or FTP
12%
Innovation Play Style
14%
Rewards16%
MultiPlay Gamer17%
Challenging18%
Criteria Considered When Choosing Game
Icon7%
Screenshots8%
Package Size12%
Name13%
Ratings19%
Number of Downloads
19%
Game Description22%
How to Choose GameTV, newspapers,
traditional advertising
5%
BBS, Post Bar, Microblog
8%
Other9%
Mobile Ad21%
Friends23%
Mobile Appstore34%
Why Spend Money in Game?Affected
by friends
9%
buy items to decorate
29%
Speed up the pace of the game
29%
pay to pass the level33%
Technical Requirements
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore
Majority of Users Download with Data
238 251
271
316
377
282 298 303
323
354
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
AVG.RAM
AVG.ROM
Handset Performance Increasing,
but yet Relatively Low End
Source: Maopao appstore
San Francisco
Welcome to Hangzhou