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“China-First” Strategy: Optimize Your Game for the
Soon-to-Be World’s Largest Mobile Games Market
William Heathershaw, Head of International Marketing, SkyMobi
Updated October 2014
Hollywood’s “China First”
Today’s Presentation
• Market Overview
• Top 10 Games in September 2014
• Largest User Segment Preferences and Trends
Market Overview
China Mobile Internet Users as % of Internet Users
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
Conversion of Users to Paid and ARPU (Android)
6.62
0.39
11.49
8.56
6.11
2.49
2.08
14.26
Casual
Puzzle
RPG
ACT
STG
SLG
Table
Card Battle
ARPU
4.25%
1.19%
2.70%
2.08%
1.60%
1.70%
3.08%
3.74%
Conversion Rate
4.45
0.48
12.59
9.99
7.89
2.26
1.73
14.42
Casual
Puzzle
RPG
ACT
STG
SLG
Table
Card Battle
ARPU
0.19%
1.45%
1.52%
0.77%
0.74%
0.71%
0.35%
1.05%
Conversion Rate
Conversion of Users to Paid and ARPU (iOS)
1st Tier cities only have 10%
of China’s population
1st Tier Cities: Beijing,
Shanghai, Guangzhou,
Shenzhen
Distribution of Active Devices in Chinese Cities
Top 10 Games in September
Fun Fest
Fighting the Landlords
Fishing Joy 3
Dark Blade
Temple Run 2
PvZ 2
Subway Surfers – Beijing Edition
PvZ All Stars
Space Hunter
Lightning 2014
Summary of Top 10
• 2 strategy
• 2 runners
• 2 fighting
• 1 match 3
• 1 STG
• 1 card battle
• 1 other casual
SkyMobi Portfolio
Dungeon Quest, ShinyBox
(ARPG)
Major Mayhem, RocketJump (Shooting)
King Pele, Cosi Productions (Sports)
Skiing Fred, Dedalord (Runner)
Battle Towers, Game Insight (Strategy)
Preferences and Trends of Gamers from
3nd Tier Cities and Lower
Game Preference
Source: Maopao appstore
Game Preference Trend
Casual
Action
Card
Racing
RPG
Adventure
Time
Source: Maopao appstore
Game Play
• Easy to learn
• Difficult to master
• Easy controls
In App Purchase
• Pass level
• Speed up play
• Customize outfits
• VIP
• Gifting
Technical Requirements
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore
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
• 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
Proudly based in Hangzhou, China
San Francisco
Visit Us!
Thank You! 谢谢! Ačiū
