Operating Vietnamese Games in China

Chris LiuHead of China Department

China Market

Contents:

1.The China Market

2.Platforms in China: Why we chose Tencent

3.Data Analysis: Boring but Essential

4.Localization: VIP, Popups, and Gifts

5.Lessons Learned

US$9.2 billion

Quick Points• 20-35% Growth, internet penetration ~33%• Micro-client games: less than 50MB, compared to more

than 1GB for a typical client-based game.• Web games: This segment was expected to hit over

US$1 billion in 2013, from US$800 million last year.• More than 60% of China’s online games revenues

comes from MMOGs

Challenges• Difficult to enter • Aging populating• Cut-throat competition

PlatformsSocial Game• Tencent Qzone: 500million• Sina Weibo Games: 60 million• Renren: 150 million• Kaixin:130 millionWeb-game• Duowan, 4399,3366,17173

We chose Tencent Qzone

Data AnalysisNew Install paying rate

1-30 day churn rate

New VIP and paying rate

Localization-User Interface

• Fertilizer pricing

• New Pet design

VIP, Pop-ups & Gifts

• Daily Sign-in• Online gift• VIP by level

Important lessonsSuper Fish food Chinagame: Pay (0.5RMB) MyFish: None

Breed fishChinagame Normal: pay Special: pay MyFish- Normal: free Warrior: pay

Extend Fish LifeChinagame : 4 RMBMyFish: Fish lives forever

Super Fish Food/ BananaChinagame : 0.5 RMB for 12 hoursSky Garden: 0.2 RMB for 72 hours

Marketing• Baidu Web Union• Tencent GDT

6 Points to get you started• Pricing• User Interface• Functions: Popups, marriage, gifts,

help friend pay• Local Culture• Data Analysis• VIP

Quick Points• 20-35% Growth, internet penetration ~33%• Micro-client games: less than 50MB, compared to more

than 1GB for a typical client-based game..• Web games: This segment was expected to hit over

US$1 billion in 2013, from US$800 million last year.• More than 60% of China’s online games revenues

comes from MMOGs

Challenges• Difficult to enter • Aging populating• Cutthroat competition