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
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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?
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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
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Publishing Considerations in SEA
Competitive Environment- East & West Melting pot- Target region for global
publishers- Fast moving trends
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Publishing Considerations in SEA
Culture - Each country is
unique
- Localization is more than text
- Understanding of gamers
*Source: Fortumo
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Should I publish on my own or should I work with a local
partner?
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Questions&
Answers
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Robin Sagacious NgHead of International Business____________________________Asiasoft Corporation PCLM: +65 8121 7577E: [email protected] Skype : dweeteng LINE : dweeteng Kakao : dweetengLinkedin : http://sg.linkedin.com/in/robinng
Web: www.asiasoft.net
Contacting Me!
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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