In our research you will find this data per country: Average ARPU, Market Share and Size, Top Genre's in the Top 25 (iOS & Android), Expected daily downloads and revenue for Top 1, Top 5, Top 10, Top 25 and Top 50 for Google, iOS and iPad. Countries covered in this research are: Korea, Japan, China, Taiwan, Hong Kong, Singapore, US, UK, Germany & France. Hopefully this research will help you in your global mobile marketing strategy.

1. appsasia Monthly Report _ Feb 2014

2. C o m p a n y & S e r v i c e s
Global Market Summary
For the last 5 years (2008 ~ 2013), the global market has grown by 27.3% annually. The Asia Pacific
region has grown to represent the most robust mobile app market (5.9 Billion) in the world.
■ Global Mobile app market

3. Among those three countries, Japan has the biggest market following Korea and China. They all have
a Mobile Instant Messaging (MIM) platform with a high market share in the mobile industry, therefor,
developers should seriously consider to distribute their games within these platforms. In addition, 3rd
party app markets in China and testing on various devices in Japan must also be considered.
■ Summary & Comparison of Korea, Japan, and China
C o m p a n y & S e r v i c e s
Asia Market Summary
Google/iOS MIM Market Share per Country
Korea
Japan
China
Market : $ 200,000K/ Month (Ranked #1 Google, #2 iOS)
Market : $ 32,000K / Month (Ranked #3 iOS)
Summary : Smartphone penetration 40%
‘Line’ has more than 5M users (37.6%)
iOS is growing rapidly since 2
nd
Half /2013
Summary : Smartphone penetration 47%
Tencent(Wechat) is growing rapidly
Android is replaced with various 3
rd
market
Market : $ 65,000K / Month (Ranked #2 Google, #10 iOS)
Summary : Smartphone penetration 73% (saturation)
Android has bigger market share
‘KaKao’ Platform games are popular

4. C o m p a n y & S e r v i c e s
Korea Market Analysis
Implication KaKao is the powerful game distributor (Distributed rank #1 to #10 games)
Expected ARPU $1.19 Android Market $ 60M iOS Market $ 6M
Localization Compulsory Popular Games 몬스터길들이기,Anipang2,Cookierun,
Localization
Korean Other
100 % 0 %
• Acceleration from puzzle & casual to mid-core RPG
• KaKao games are popular
• Must localize the app and use local marketing channels
Korea Google / iOS Top 25 Genre Indicator
Korea Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
■ Korea Game Market Analysis
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

5. ■ Japan Game Market Analysis
C o m p a n y & S e r v i c e s
Japan Market Analysis
Implication Marketing via Line (Line Coin) is essential, Must test various devices
Expected ARPU $ 2.87 Android Market $ 110M iOS Market $ 90M
Localization Highly needed Popular Games Puzzle&Dragon,LinePokopang,etc.
• Light games are popular such as puzzle, casual, and TCG
• Test for Sony, Sharp, Fujitsu devices are needed
• Users are sensitive about Customer Svc and brand image
Localization
Japanese Other
80 % 20 %
Japan Google / iOS Top 25 Genre Indicator
Japan Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

6. ■ China Game Market Analysis
C o m p a n y & S e r v i c e s
China Market Analysis
Implication Mid-core games including TCG and are very dominant
Expected ARPU $ 0.30 Android Market $ 32M iOS Market N/A
Localization Highly needed Popular Games 天天酷跑,全民飞机大战,天天飞车(Tencent)
• Auto-targeting and ‘History of Three States’ games are common
• Puzzle games are less needed than other Asian region
• ‘Tencent’ platform games are popular (TOP 1~5)
Localization
Chinese Other
88 % 12 %
China Google / iOS Top 25 Genre Indicator
China Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

7. Among those 3 countries, Taiwan has the biggest market following Hong Kong and Singapore. Geographic
and cultural difference must be considered and localization also is highly needed. ARPU seems to be low
due to absence of a payment system but is showing a great rise in smart phone penetration.
■ Summary & Comparison of Taiwan, Hong Kong and Singapore
C o m p a n y & S e r v i c e s
East-Asia Market Summary
DLs and Sales for Android / iOS
Taiwan
Hong Kong
Singapore
Market : $ 14M/Month (Ranked #5 Google, #9 iOS)
Market : $ 8.5M/Month (Ranked #9 Google, #12 iOS)
Market : $ 5.6M/Month (Ranked #12 Google, #14 iOS)
Summary : Smartphone penetration 51%
Chinese content is popular
Line platform is dominant
Summary : Smartphone penetration 63%
Chinese content is popular
ARPU is relatively high
Summary : Smartphone penetration 72%
High Marketing cost
Different cultural characteristics
Unit : Download (2nd Half, 2013)
Download
Sales
Unit : Dollars (2nd Half, 2013)

8. ■ Taiwan Game Market Analysis
C o m p a n y & S e r v i c e s
Taiwan Market Analysis
Implication iPhone ARPU is $1.51 which higher than Western-Europe, market size is small
Expected ARPU $ 0.56 Android Market $ 7M iOS Market $ 7.7M
Localization required Popular Games 神魔之塔,LinePokopang,全民打棒球2013
Taiwan Google / iOS Top 25 Genre Indicator
Taiwan Google / iOS Top 25 Character
Localization
Local Other
74 % 26 %
• Cost of Marketing is higher than other markets
• Line platform is strong
• Chinese content is very popular
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
Expected Daily DLs & Revenue / Ranks

9. ■ Hong Kong Game Market Analysis
C o m p a n y & S e r v i c e s
Hong Kong Market Analysis
Implication Market size is small but ARPU is high iOS ARPU $2.15.
Expected ARPU $ 1.09 Android Market $ 3.5M iOS Market $ 5M
Localization Highly needed Popular Games 創造球會,神魔之塔,武俠Q傳등
• Marketing channels are similar to Taiwan
• Mid-core games such as RPG, TCG are common
• Chinese content is popular (i.e History of Three States)
Hong Kong Google / iOS Top 25 Genre Indicator
Hong Kong Google / iOS Top 25 Character
Localization
Local Other
76 % 24 %
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

10. ■ Singapore Game Market Analysis
C o m p a n y & S e r v i c e s
Singapore Market Analysis
Implication English penetration is high and culture is different from other SEA countries.
Expected ARPU $ 0.89 Android Market $ 1.7M iOS Market $ 3.9M
Localization Not required Popular Games ClashofClans,BraveFrotier,CandyCrush
• Trend is shifting from Casual card game to mid-core RPG
• Marketing cost is high in comparison to the market size
• User Created Content is active
• Malaysia is deeply related due to geography and demography
Singapore Google / iOS Top 25 Genre Indicator
Singapore Google / iOS Top 25 Character
Localization
English Local
84 % 16 %
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

11. These 2 countries have different characteristics in terms of platform, payment system, and popular
games. Brazil is a ‘blue ocean' with a lot of potential due to population, size of the online game market
and iOS ARPU yet there is no special localization required (top 25 games are all in English).
■ Summary & Comparison of U.S. and Brazil
C o m p a n y & S e r v i c e s
America Market Summary
U.S.
Brazil
Market : $ 160M/Month (Ranked #3 Google, #1 iOS)
Market : $ 6M/Month (Ranked #14 Google, #13 iOS)
Summary : iOS market share 82.9% / iPad revenue 41%
Trend leader of Europe and SEA
Casino game has a high market share (20%)
Summary : Smartphone penetration 26%
ARPU iOS: $0.50 / Google: $ 0.02 (very low)
Steadily growing (growth rate 32%)
Coupling with US market
Download
Sales
DLs and Sales for Android / iOS
Unit : Download (2nd Half, 2013)
Unit : Dollars (2nd Half, 2013)

12. ■ U.S. Game Market Analysis
C o m p a n y & S e r v i c e s
U.S. Market Analysis
Implication Photo or video marketing via Facebook, Youtube, Instagram is trend
Expected ARPU $0.56 Android Market $ 38M iOS Market $ 120M
Localization Required Popular Games ClashofClans,CandyCrush,MAVELWarof Heros
• Big IP games with Disney or films are popular
• Casino games have strong market share
• Consider series games with long term marketing
Localization
English Other
100 % 0 %
U.S. Google / iOS Top 25 Genre Indicator
U.S. Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

13. ■ Brazil Game Market Analysis
C o m p a n y & S e r v i c e s
Brazil Market Analysis
Implication Market with high potential, localization is not required
Expected ARPU $ 0.08 Android Market $ 1M iOS Market $ 4.9M
Localization Not required Popular Games ClashofClans,CandyCrush,HayDay
• Seems to follow the US Game trend
• Sport games are popular in comparison to other markets
• Localization is less needed
Localization
English Other
100 % 0 %
Brazil Google / iOS Top 25 Genre Indicator
Brazil Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

14. UK has the biggest market share following Germany and France. Each country requires a different
marketing strategy and local payment system must be considered.
■ Summary & Comparison of UK, Germany, and France
C o m p a n y & S e r v i c e s
Europe Market Summary
UK
Germany
France
Market : $ 28M/Month (Ranked #6 Google, #4 iOS)
Market : $ 18M/Month (Ranked #4 Google, #7 iOS)
Market : $ 15M/Month (Ranked #7 Google, #6 iOS)
Summary : iPAD and iPhone market share 82.9%
Follows the US game trend
Summary : ARPU is lower due to debit card
Mobile marketing market is competitive
Summary : Google and iOS are growing equally
Localization is less needed
Download
Sales
DLs and Sales for Android / iOS
Unit : Download (2nd Half, 2013)
Unit : Dollars (2nd Half, 2013)

15. ■ UK Game Market Analysis
C o m p a n y & S e r v i c e s
UK Market Analysis
Implication iOS has critical market share (iPad 41%). Separate marketing strategy is required
Expected ARPU $ 0.46 Android Market $ 5.4M iOS Market $ 23M
Localization English Popular Games CandyCrushSaga,ClashofClans,PetRescue
• Sport and casino games are popular
• In IOS, light games (i.e. strategy, Puzzle, Sport) are popular
• English speaking country, no localization needed.
Localization
English Other
100 % 0
UK Google / iOS Top 25 Genre Indicator
UK Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

16. ■ Germany Game Market Analysis
C o m p a n y & S e r v i c e s
Implication Strategy games and SNG games are popular
Expected ARPU $ 0.35 Android Market $ 8M iOS Market $ 10M
Localization Less needed Popular Games Quizduell,Empire:FourKingdoms,CandyCrush
Germany Market Analysis
Localization
English Local
92 % 8 %
• Strategy games are popular
• Social based games dominated Top ranks
• Localization is less needed
Germany Google / iOS Top 25 Genre Indicator
Germany Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

17. C o m p a n y & S e r v i c e s
■ France Game Market Analysis
Implication iOS and Android growing equally, localization is less needed.
Expected ARPU $ 0.36 Android Market $ 4M iOS Market $ 11M
Localization Less needed Popular Games Clash of Clans, Hay Day, Farm Hero Saga
France Market Analysis
Localization
English Local
94 % 6 %
• Similar Genre trend with other European countries
• Localization is less needed than expected
Germany Google / iOS Top 25 Genre Indicator
Germany Google / iOS Top 25 Character
Expected Daily DLs & Revenue / Ranks
Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)

18. C o m p a n y & S e r v i c e s
Game Marketing Awards 2013