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Japan‘s Social Gaming Market 2013:
Status Quo, Key Trends & Internationalization

By Serkan Toto, PhD
www.serkantoto.com
I...
About Me
•  Social and mobile gaming industry consultant
•  Advisor for startups in Japan and the US
•  Japan contributor ...
Visit My Website For Free Information On
Japan’s Mobile Game Industry
(http://www.serkantoto.com)
Contact Information
Twitter: @serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: serkan AT serkantoto.com
Agenda
I: Status Quo Of Japan’s Social Gaming Market
II: 10 Key Trends In Japan (And Asia)
III: Internationalization Effor...
I: Status Quo Of Japan’s Social
Gaming Market
Japan‘s Unique Social Landscape
•  4 homegrown social networks with roughly
	
  	
  
25-40+ million registered users each:...
Fragmented Game Market
• 
• 
• 

~300-400 social game providers in Japan.
20+ game platform providers (all mobile).
	
  	
...
Japan‘s Social Gaming Ecosystem
Size Of Japan‘s Social Gaming
Market

-> Projection from Morgan Stanley, January 2012

	
  	
  
Size Of Japan‘s Social Gaming
Market

-> Projection from Nomura Research, January 2012

	
  	
  

Image credit: The Nikkei
Size Of Japan‘s Social Gaming
Market
-> Other sources (July 2012)

	
  	
  

•  Ministry Of Internal Affairs:
US$3.26 bill...
Size Of Japan‘s Social Gaming
Market

-> Projection from Yano Research, January 2013
Extremely High Paying User Ratio
-> Morgan Stanley offers more insight.
Spending Patterns
-> Not much difference compared to other regions
4 Big Reasons Why Japanese Play
Social Games
The Top 5 User Demographics For
Social Games
Some User Data From GREE
The	
  Top	
  10	
  On	
  Mobage.	
  
The	
  Top	
  10	
  On	
  GREE.	
  

-­‐>	
  Note:	
  on	
  feature	
  phones,	
  GREE	
  doesn‘t	
  show	
  their	
  own	...
II: 10 Key Trends In Mobile Gaming
In Japan (And Asia)
Trend 1: Smartphone Revolution

	
  	
  Source:	
  Impress	
  R&D	
  
Trend 2: Shift To The App Economy
Trend 3: Rise Of The Chat Apps
Trend 3: Rise Of The Chat Apps
Trend 4: Competition In Platforms
Trend 4: Competition In Platforms
	
  	
  

Image credit: TechCrunch Japan
Trend 5: Puzzle & Dragons Hype
Trend 5: Puzzle & Dragons Hype
Trend 5: Puzzle & Dragons Hype
Trend 5: Puzzle & Dragons Hype

Image credit: Social Game Info
Trend 5: Puzzle & Dragons Hype
Trend 6: Next-Gen Social Games
Trend 7: Regulation (?)
•  There are now payment caps for younger
players on DeNA and GREE.
•  Real-money, off-platform tr...
Trend 7: Regulation (?)
Trend 8: Card Battle Fatigue (?)
Trend 8: Card Battle Fatigue (?)
Trend 8: Card Battle Fatigue (?)
Trend 8: Card Battle Fatigue (?)
Trend 9: Diversification
Trend 10: Internationalization
III: Internationalization Efforts
DeNA And GREE’s Platform
Business Outside Japan Failed
DeNA And GREE’s Platform
Business Outside Japan Failed
•  GREE International publicly acknowledged
the platform (in the US...
Positive Signs Exist (In The US)
Positive Signs Exist (In The US)
Difficult Situation In China
•  GREE is active in China with an office, a
partnership with Tencent, and various
investment...
Difficult Situation In China
Japanese Content Does Well In SK
Outlook On Internationalization
•  The future will likely see both GREE and
Mobage turn into content providers and
publish...
Transferability Of Content Is Key

"Key issue: art style and themes"
Thank you for listening!
Questions?
Contact Information
Twitter: @serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: serkan AT serkantoto.com
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Japans social gaming market 2013

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Transcript of "Japans social gaming market 2013"

  1. 1. Japan‘s Social Gaming Market 2013: Status Quo, Key Trends & Internationalization By Serkan Toto, PhD www.serkantoto.com Image credit: DeNA
  2. 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. 3. Visit My Website For Free Information On Japan’s Mobile Game Industry (http://www.serkantoto.com)
  4. 4. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
  5. 5. Agenda I: Status Quo Of Japan’s Social Gaming Market II: 10 Key Trends In Japan (And Asia) III: Internationalization Efforts
  6. 6. I: Status Quo Of Japan’s Social Gaming Market
  7. 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. 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. 9. Japan‘s Social Gaming Ecosystem
  10. 10. Size Of Japan‘s Social Gaming Market -> Projection from Morgan Stanley, January 2012    
  11. 11. Size Of Japan‘s Social Gaming Market -> Projection from Nomura Research, January 2012     Image credit: The Nikkei
  12. 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. 13. Size Of Japan‘s Social Gaming Market -> Projection from Yano Research, January 2013
  14. 14. Extremely High Paying User Ratio -> Morgan Stanley offers more insight.
  15. 15. Spending Patterns -> Not much difference compared to other regions
  16. 16. 4 Big Reasons Why Japanese Play Social Games
  17. 17. The Top 5 User Demographics For Social Games
  18. 18. Some User Data From GREE
  19. 19. The  Top  10  On  Mobage.  
  20. 20. The  Top  10  On  GREE.   -­‐>  Note:  on  feature  phones,  GREE  doesn‘t  show  their  own  Atles  in  the   ranking.  
  21. 21. II: 10 Key Trends In Mobile Gaming In Japan (And Asia)
  22. 22. Trend 1: Smartphone Revolution    Source:  Impress  R&D  
  23. 23. Trend 2: Shift To The App Economy
  24. 24. Trend 3: Rise Of The Chat Apps
  25. 25. Trend 3: Rise Of The Chat Apps
  26. 26. Trend 4: Competition In Platforms
  27. 27. Trend 4: Competition In Platforms     Image credit: TechCrunch Japan
  28. 28. Trend 5: Puzzle & Dragons Hype
  29. 29. Trend 5: Puzzle & Dragons Hype
  30. 30. Trend 5: Puzzle & Dragons Hype
  31. 31. Trend 5: Puzzle & Dragons Hype Image credit: Social Game Info
  32. 32. Trend 5: Puzzle & Dragons Hype
  33. 33. Trend 6: Next-Gen Social Games
  34. 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. 35. Trend 7: Regulation (?)
  36. 36. Trend 8: Card Battle Fatigue (?)
  37. 37. Trend 8: Card Battle Fatigue (?)
  38. 38. Trend 8: Card Battle Fatigue (?)
  39. 39. Trend 8: Card Battle Fatigue (?)
  40. 40. Trend 9: Diversification
  41. 41. Trend 10: Internationalization
  42. 42. III: Internationalization Efforts
  43. 43. DeNA And GREE’s Platform Business Outside Japan Failed
  44. 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. 45. Positive Signs Exist (In The US)
  46. 46. Positive Signs Exist (In The US)
  47. 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. 48. Difficult Situation In China
  49. 49. Japanese Content Does Well In SK
  50. 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. 51. Transferability Of Content Is Key "Key issue: art style and themes"
  52. 52. Thank you for listening! Questions?
  53. 53. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com
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