Your SlideShare is downloading. ×
Japans social gaming market 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Japans social gaming market 2013

673
views

Published on

Published in: Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
673
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
33
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Japan‘s Social Gaming Market 2013: Status Quo, Key Trends & Internationalization By Serkan Toto, PhD www.serkantoto.com Image credit: DeNA
  • 2. About Me •  Social and mobile gaming industry consultant •  Advisor for startups in Japan and the US •  Japan contributor for TechCrunch.com •  Based in Japan since 2004 •  Hardcore gamer •  Personal site: http://www.serkantoto.com
  • 3. Visit My Website For Free Information On Japan’s Mobile Game Industry (http://www.serkantoto.com)
  • 4. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
  • 5. Agenda I: Status Quo Of Japan’s Social Gaming Market II: 10 Key Trends In Japan (And Asia) III: Internationalization Efforts
  • 6. I: Status Quo Of Japan’s Social Gaming Market
  • 7. Japan‘s Unique Social Landscape •  4 homegrown social networks with roughly     25-40+ million registered users each: –  Mixi (80% mobile social networking) –  GREE (mobile social gaming) –  Mobage (mobile social gaming) –  LINE (mobile chat application) •  Twitter: 30+ million users •  Facebook: 19+ million MAU
  • 8. Fragmented Game Market •  •  •  ~300-400 social game providers in Japan. 20+ game platform providers (all mobile).     2 dominant companies as platform and game provider hybrids: GREE and DeNA (“Facebook+Zynga in 1“). •  LINE (since July 2012), Kakaotalk (February 2013), and dgame (December 2012) emerge as domestic competitors.
  • 9. Japan‘s Social Gaming Ecosystem
  • 10. Size Of Japan‘s Social Gaming Market -> Projection from Morgan Stanley, January 2012    
  • 11. Size Of Japan‘s Social Gaming Market -> Projection from Nomura Research, January 2012     Image credit: The Nikkei
  • 12. Size Of Japan‘s Social Gaming Market -> Other sources (July 2012)     •  Ministry Of Internal Affairs: US$3.26 billion (2011) • Japan Online Game Association: US$3.6 billion (2011) -> SuperData: US market sized at $1.4 billion in 2011, to grow to $2.4 billion by 2014.
  • 13. Size Of Japan‘s Social Gaming Market -> Projection from Yano Research, January 2013
  • 14. Extremely High Paying User Ratio -> Morgan Stanley offers more insight.
  • 15. Spending Patterns -> Not much difference compared to other regions
  • 16. 4 Big Reasons Why Japanese Play Social Games
  • 17. The Top 5 User Demographics For Social Games
  • 18. Some User Data From GREE
  • 19. The  Top  10  On  Mobage.  
  • 20. The  Top  10  On  GREE.   -­‐>  Note:  on  feature  phones,  GREE  doesn‘t  show  their  own  Atles  in  the   ranking.  
  • 21. II: 10 Key Trends In Mobile Gaming In Japan (And Asia)
  • 22. Trend 1: Smartphone Revolution    Source:  Impress  R&D  
  • 23. Trend 2: Shift To The App Economy
  • 24. Trend 3: Rise Of The Chat Apps
  • 25. Trend 3: Rise Of The Chat Apps
  • 26. Trend 4: Competition In Platforms
  • 27. Trend 4: Competition In Platforms     Image credit: TechCrunch Japan
  • 28. Trend 5: Puzzle & Dragons Hype
  • 29. Trend 5: Puzzle & Dragons Hype
  • 30. Trend 5: Puzzle & Dragons Hype
  • 31. Trend 5: Puzzle & Dragons Hype Image credit: Social Game Info
  • 32. Trend 5: Puzzle & Dragons Hype
  • 33. Trend 6: Next-Gen Social Games
  • 34. Trend 7: Regulation (?) •  There are now payment caps for younger players on DeNA and GREE. •  Real-money, off-platform trading of virtual items is still a problem. •  Certain bingo/lottery-like gaming mechanics are banned. •  Odds of winning are now disclosed in gacha. •  JASGA has been established.
  • 35. Trend 7: Regulation (?)
  • 36. Trend 8: Card Battle Fatigue (?)
  • 37. Trend 8: Card Battle Fatigue (?)
  • 38. Trend 8: Card Battle Fatigue (?)
  • 39. Trend 8: Card Battle Fatigue (?)
  • 40. Trend 9: Diversification
  • 41. Trend 10: Internationalization
  • 42. III: Internationalization Efforts
  • 43. DeNA And GREE’s Platform Business Outside Japan Failed
  • 44. DeNA And GREE’s Platform Business Outside Japan Failed •  GREE International publicly acknowledged the platform (in the US) is „on ice“. •  Openfeint was shut down in December 2012. •  GREE‘s HTML5 platform is poised to fail, too. •  Mobage offers 75 games on its Englishlanguage platform now – 20 months after launch in the US (Japan: 1,500+ games). •  Mobage moved to FB and Twitter integration.
  • 45. Positive Signs Exist (In The US)
  • 46. Positive Signs Exist (In The US)
  • 47. Difficult Situation In China •  GREE is active in China with an office, a partnership with Tencent, and various investments. There seems to be no progress. •  DeNA is much more active in China. It runs dozens of partnerships with handset makers, telcos and app stores. Mobage had 60 games and 5 million users in August 2012. •  Both companies are very, very quiet about the Chinese market.
  • 48. Difficult Situation In China
  • 49. Japanese Content Does Well In SK
  • 50. Outlook On Internationalization •  The future will likely see both GREE and Mobage turn into content providers and publishers. People want games, devs want distribution - not platforms-inside-platforms. •  DeNA in particular is running a number of titles successfully already. •  GREE‘s Funzio titles are doing well. •  Japan (and other markets in Asia) offer a big reservoir of excellent content providers.
  • 51. Transferability Of Content Is Key "Key issue: art style and themes"
  • 52. Thank you for listening! Questions?
  • 53. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com