Tapping Indonesia’s                          Local Market                          the necessity of localization          ...
about                       • Co-founder & CEO of Altermyth                       • Altermyth is one of the key player in ...
Indonesia                       • Where?                       • What?                       • Why?                       ...
where?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
what?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
Indonesia is a country with                             230+ million population                             4th biggest af...
We speak ‘Bahasa Indonesia’ as our national                              language across the nations                      ...
Internet users are around 40m                                             (17% penetration)                               ...
Mobile users are recorded around                               250m subscribers                         5th in the world a...
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
USD                        60-200                                                                           USD           ...
Flash Developers are flourishing                        Some of them are award winnings!                          Cube Col...
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
why matters?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
big market...                             hard to monetize?                       casual connect asia @ singapore - 22-24 ...
Reported 7m online gamer                       One successful online game can make revenue                                ...
One of the mobile game we operated                    grossing in average of 50,000 USD/mo                   only from one...
There’s an investment bubble on startups,                               for internet companies, also games.               ...
who will smartly gain the advantage... first?                           casual connect asia @ singapore - 22-24 May 2012Thu...
easy?                                        NO!                                  CHALLENGES:                             ...
how?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
understand the market                        casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
Indonesia are socio-economically diverse                             casual connect asia @ singapore - 22-24 May 2012Thurs...
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
Price Insight                       • 1 USD = 10.000 IDR = 1000 JPY                       • Common credit balance on mobil...
localize?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
define your market!                           not just social demographic                              but also economic l...
CASE                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
1st time - SQEX/FF localize                                                  into Indonesian language.                    ...
localize?                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
localize                             localize approach (EA/Gameloft case)                            localize price point ...
localization case                       bahasa Indonesia are tend to be longer in sentences                               ...
summary                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
we’re not a jungle..                       casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
it’s immensely potential,                           still in the very early stage,                       therefore need an...
thank you                                        @dienw                                   dienw@altermyth.com             ...
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Tapping Indonesia's Local Market - Casual Connect Asia 2012

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An overview and insight on Indonesian game market.

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Tapping Indonesia's Local Market - Casual Connect Asia 2012

  1. 1. Tapping Indonesia’s Local Market the necessity of localization @dienwThursday, May 24, 12
  2. 2. about • Co-founder & CEO of Altermyth • Altermyth is one of the key player in the Indonesia’s game industry • Since 2003 • Develop & Publish (mainly local market) • Square Enix’s local partner for mobile contents casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  3. 3. Indonesia • Where? • What? • Why? • How? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  4. 4. where? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  5. 5. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  6. 6. what? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  7. 7. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  8. 8. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  9. 9. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  10. 10. ? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  11. 11. Indonesia is a country with 230+ million population 4th biggest after China, India, and US largest in South East Asia Jakarta and its surroundings by themselves are 25 million in population, among the top 3 city in the world, competing with Tokyo, Seoul and Shanghai (www.citypopulation.de) casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  12. 12. We speak ‘Bahasa Indonesia’ as our national language across the nations with more than 746 local languages spoken daily casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  13. 13. Internet users are around 40m (17% penetration) (Internet World Stats) Facebook users 4th in the world, 2nd in Asia after India (42,5m users, age 16-34, 58% male) (www.socialbakers.com) Twitter users 5th in the world, 2nd in Asia after Japan (around 19,5m) Top twitter followers in Asia is in Indonesia by 4,400,000+ followers (www.semiocast.com) casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  14. 14. Mobile users are recorded around 250m subscribers 5th in the world after China, India, US, Brazil (110% penetration) Telkomsel the largest mobile operator with 110m subscribers 40m of them are data subscribers Indosat & XL each contributes around 50 million subscribers (Asosiasi Telekomunikasi Seluler Indonesia, various of sources) casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  15. 15. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  16. 16. USD 60-200 USD 60-150 SOLD OUT !!! USD 60-200 USD 75-300 casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  17. 17. Flash Developers are flourishing Some of them are award winnings! Cube Colossus by Lucidrine FGS 2010: People’s Choice Awards Planetary Conflict by Toge Productions FGD 2011: Best Multiplayer Game “There are many others with rating more than 80%” casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  18. 18. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  19. 19. why matters? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  20. 20. big market... hard to monetize? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  21. 21. Reported 7m online gamer One successful online game can make revenue about 500,000 USD/mo ARPU 7-8 USD (around minimum100,000 active users for a hit title) Top recorded CCU was 200,000 CCU by Point Blank (FPS) (various of sources) casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  22. 22. One of the mobile game we operated grossing in average of 50,000 USD/mo only from one mobile carrier (exclusive) ARPU 0.2 USD Average transaction of 200,000-300,000 transactions/mo Running for the straight continuous 3+ years since 2009 Now is decreasing to 20,000-30,000 USD/mo casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  23. 23. There’s an investment bubble on startups, for internet companies, also games. Mostly by Asian companies: Indonesia, Singapore, Japan. Almost all of the big Japanese companies already looked at Indonesia’s game industry very closely Yahoo, Google and others are opening offices in Indonesia Some of them acquiring local businesses (Groupon, Living Social) Gameloft opened a studio in Jogjakarta (around 100 staffs) casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  24. 24. who will smartly gain the advantage... first? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  25. 25. easy? NO! CHALLENGES: market readiness payment distribution casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  26. 26. how? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  27. 27. understand the market casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  28. 28. Indonesia are socio-economically diverse casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  29. 29. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  30. 30. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  31. 31. Price Insight • 1 USD = 10.000 IDR = 1000 JPY • Common credit balance on mobile is around 5000-10,000 IDR • Most credit top-up is 10,000 IDR casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  32. 32. localize? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  33. 33. define your market! not just social demographic but also economic level casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  34. 34. CASE casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  35. 35. 1st time - SQEX/FF localize into Indonesian language. 1st time - SQEX/FF release a product before Japan or Global. Released at Nov 23rd, 2011, at Samsung Store, Indonesia region. Released at Dec 1, 2011 in Japan through Docomo store. 1st time - SQEX/FF release a product first in foreign languange, not Japan or English/global. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  36. 36. localize? casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  37. 37. localize localize approach (EA/Gameloft case) localize price point (EA/Gameloft case) localize language (online games, other businesses) localize contents localize theme/game casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  38. 38. localization case bahasa Indonesia are tend to be longer in sentences might be to formal sometimes casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  39. 39. summary casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  40. 40. we’re not a jungle.. casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  41. 41. it’s immensely potential, still in the very early stage, therefore need an extra care on the preparation and execution casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
  42. 42. thank you @dienw dienw@altermyth.com +62 817191581 casual connect asia @ singapore - 22-24 May 2012Thursday, May 24, 12
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