Looking At Data: An Overview Of The Mobile Games Market In China & Vietnam

Looking At Data ： An Overview Of The Mobile Game Market In China And Vietnam

Catalogue

Summary of the overall market environment01

The market development path and contrast of China and Vietnam

02

A brief introduction of DataEye product system03

With the economic development, the Internet and mobile applications have greatly changed the world

North America7%

Asia58%

Europe11%

Others25%

World Population

North America

Asia

Europe

Others

33%

3%1%30%

6%2%

2%

22%

Distribution of Asian population

China

Japan

South Korea

India

Indonesia

Thailand

Vietnam

Others

60%

40% Feature Phone

Smartphone

the number of mobile phone users % in 2014

10%

23%

28%

10%

21%USA

China

Asia(ex,China)

Europe

Rest fo World

the number of mobile phone users % in 1995

the number of Internet users % in 2014the number of Internet users % in 1995

22%

12%61%

5%

1%

99%

Global mobile games industry growth trend from 2013 to 2018（ panel computer and smart phones）

75.52013 2013

＄＄75.5＋ 8.1%

19.1%＋＄102.9 35.4＄2017 2017

Global Games Market 2012-2017

Bn Bn Bn Bn

2012 2013 2014 2015 2016 2017

Total Mobile Game Revenues﹠

＄83.6Bn

24.5＄＄

＄＄

＄30

91.5Bn

Bn BnBn

Bn113.344.2

15.9%＋＋ 7.9%

29%

13%

20%

38%

27%

13%

23%

37%

24%

13%

27%

36%

＄

＄

＄

＄

＄

＄

＄

＄

＄

＄

＄

＄

24.5Bn

10.6Bn

17.0Bn

31.5Bn

25.1Bn

12.1Bn

20.6Bn

33.7Bn

26.8Bn

15.1Bn

30.2Bn

41.2Bn

2014 2015 20182014-2018CAGR

CAGR

CAGR

CAGR

CAGR

＋2.3%

＋

＋

＋

9.3%

15.4%

6.9%

＄14.0Bn

＄1.2Bn

＄6.9Bn

＄34.3Bn

＋17.1%

＋22.5 %

＋1.5 %

＋8.2 %

The Global Games Market 2018

Revenues Per Screen Segment Growth Rates 2014-2018﹠ ∣

User number growth trend of global intelligent terminal from 2013 to 2018（ panel computer and smart phones ）

2013 2014 2015 2016 2017 2018

54.1%

0.911.06

1.201.32

1.43

0.70

29.1% 17.1%13.3% 10% 7.9%

Tablet Users Worldwide, 2013-2018

Tablet users % change

2013 2014 2015 2016 2017 2018

1311.2

1639.0 1914.6

2155.02380.2

2561.8

34.3%

32.4%

38.4%

25.0%

42.9%

16.8%

46.4%

12.6%

49.5%

10.4%

51.7%

7.6%

% change% of mobile phone usersSmartphone users

Smartphone Users and Penetration Worldwide,2013

Distribution of mobile game revenue and number of players of the the world's regiona in 2014

150Mplayers

revenue

＄ 5.7Bn North America

South America ＄ 0.6Bnrevenue

players

160M

players

1.5Bn＄ 24.5Bn

revenue

Europe 、 Middle East 、 Africa

Asia-Pacific

players460M

＄ 4.6Bn

＄ 13.6Bn

players

760M

Major Asian Markets——China， Japan， South Korea

Average Consumption

Average Consumption

Average Consumption

Annual Growth Annual Growth Annual Growth

The southeast Asian market space is huge

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

$90.00 83

55

39

19 1911

Nietnam Thailand Indonesia Malaysia Philippines Singapore

Catalogue



02


The general situation of the mobile game market in China and Vietnam

China Vietnam

Population ：1,360,720,000

Internet Users ：630,000,000

Mobile Phone Users ：1,286,000,000

Smart Phone Users ：519,000,000

Population ：92,500,000

Internet Users ：36,100,000

Mobile Phone Users ：134,000,000

Smart Phone Users ：23,000,000

The user and The revenue scale trend of mobile games in Vietnam and China

2008 2009 2010 2011 2012 2013 2014 2015(e)

0

100

200

300

400

500

600

0%

50%

100%

150%

200%

250%

300%

9.821

30.2 51.3 89.1

310.5357.5

510.8

25.0%

115.2%

43.6%

70.2% 73.7%

248.4%

15.1%43.2%

User scale of mobile gamesChina

Ratio and trend in Vietnam mobile game market

2008 2009 2010 2011 2012 2013 2014 2015(e)

0

50

100

150

200

250

300

350

0%

50%

100%

150%

200%

250%

300%

350%

1.56.4

9.117 32.4

112.4

274.9

315.3

25.0%

326.7%

42.0%

86.8% 90.6%

246.9%

144.6%

14.7%

Revenue scale of mobile games Increase rate

Vietnam mobile game users ： 8 million

35 million12%

45 million15%＄

＄

The amount of games in China mobile game market ， 2014

16773

Publish situation of mobile games in China and Vietnam

The amount of games in Vietnam mobile game market ， 2014

77

00.5

11.5

22.5

33.5

44.5

The indicators of China mobile game market

25.32%

20.03%

16.32%

19.88%

11.32%

7.13%

2014Q1 2015Q1Role Playing Game

Action Strategy Casual Puzzle

Simulation others

47.48%

12.48%

9.80%

18.79%

6.78%4.67%

<10m

in

10-3

0min

30-6

0min

1-2h

ours

2-4h

ours

>4hou

rs

28.30%

1-3次

4-5次27.83%

19.84%

6-10次

11-20次22.32%

24.57%

20次+6.43%

The average of daily game time

Average daily number of playing a game

25.91%

The diversity of mobile games

Fragmentation trend has decreased, the proportion of moderate and severe play-ers has increased

The indicators of China mobile game market

The average of next day retained ： ARPU:

IOS ： 28.61% Android ： 27.92% IOS ： 4.61 Android ： 5.15

Detailed annotation of mobile game market

The distribution of game types in China mobile game market

The distribution of game types in Vietnam mobile game market

Pay rate of Vietnam mobile game marketPay rate of China mobile game market

40%

60%

premium userfree user

24%

76%

premium userfree user

10%

12%

20%24%

7%

15%

4%casual-5 gamesRPG-10gamesMMORPG-11 games卡牌游戏 -13 gamesSLG-4 gamesARPG-8 games挂机游戏 -2games

Pay Rate Pay Rate

25%

20%

16%

20%

11%

7%

Role Playing GameActionStrategyCasual PuzzleSimulationothers

RPG is

outst

andi

ngOrig

inal game market

Mobile games industry chain analysis of China and Vietnam

The game Engine

Outsourcing Payment providers

Copyright owner

Mobile adver-tising

Game Publishers

Distribution Channels

CP User

Game Operators

Android ios

P E

S T

The PEST analysis of China's mobile game market

The problems existing in mobile games of China

Voice from distributors are

stronger

Businesses in other links was

suppressed

Enhance core strength of

industry has been resisted

Industry chain is not balanced

Successful products are

concentrated

in the beginning of 2013

The same CP try to copy the

success aremore difficult

The success rate of secondaryproduct is low

The spread of industry

speculation

Rapid imitation product quality

is low

Market innovation is blocked

Innovation is blocked byKnockoff products

Some companies malicious

brush list

Objective motivation is not

pure, most

Companies try to arbitrage

or attractcapital

There are so many bad behaviors likebrush list

or make a false report,etc

Terminal

manufacturers the

most stable entrance

……

The new traffic entrance appear

constantly

anime and comic

Social networking platform

The game live

14-07 14-08 14-09 14-10 14-11 14-12

2.02

2.11移动应用商店的月度覆盖人数（亿人）

2.04

2014 上半年 2014 下半年

1057

1761

Number of IP games

Number of IP

games

1 月后 4 月后 7 月后 10 月后

82%

52%

37%27%

81%

50%43%

37%

retained rate of IP games

IP game retained rate

The development trend of mobile game industry in China

New games are

hard to enter

Old game

retained for a

long time

14-07 14-08 14-09 14-10 14-11 14-12 15-01 15-02

25.2%

17.3%17.2%

14.7%

17.0%

15.3%14.0%

11.8%

14-07 14-08 14-09 14-10 14-11 14-12 15-01 15-02

46.3%

49.1%48.1%

50.9%

48.6%

51.2%52.6%

56.5% The proportion of new games in moderate and

severe games

The proportion of old games in moderate and

severe games

The development trend of mobile game in China

User scale is large, the potential is better than console games

Industry reshuffle is ongoing

Competition began to show the standardization

Satisfy user demand, investment in the future will become the core

The future trend of the development in Vietnam market

Channels are strong

IP

Knockoff

Capital inflows

Quality

subdivide the industrial chain

Hardware is not stable, the network security needs to be improved

Communication cost is higher, the localization is more difficult

Industry chain need to be completed and implemented

Mobile Internet is developing rapidly ， Good network

environment ， user is Market prospects is great and the user is

large

The concern of the international market and the

capital gradually accesstonate” the market

User attributes are original and high market acceptability

Opportunities and challenges of Vietnam game market

Opportuni-ties

Challenges

Catalogue



02


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analysis platform

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APP

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