Your SlideShare is downloading. ×
  • Like
Online and Social gaming in Asia - A few tips
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Online and Social gaming in Asia - A few tips

  • 4,508 views
Published

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,508
On SlideShare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
39
Comments
0
Likes
2

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. ONLINE GAMINGFABIEN SIOUFFI. VP, ONLINE AT TAKE 2 Online gaming in Asia in 2011. Fabien Siouffi 1
  • 2. ABOUT ME Previous life • Internet early adopter (Mosaic ? BBS anyone ? ) • Microsoftee then Sun Microsystems in Europe Asia ! • 10 years in Asian gaming • Counter Strike, World of Warcraft asian launches in mid 2000’s • At EA, FIFA Online Korea and South East Asia • Electronic Arts move to overall online centricity Now • NBA 2K Online with Tencent China. Forecasting 50m active users • Baseball Online with Nexon. Targeting ARPU of 50$/month • Civilization Online. Large scale MMORPG going against World of Warcraft • Social Mobile push in Japan and Social Web in China Online gaming in Asia in 2011. Fabien Siouffi
  • 3. A DECADE OF GAMING BOOM IN ASIA The problem with packaged games • Limited market : Piracy • Limited reach : high specs, fat clients • Limited appeal : solo experience, static product designs Multiplayer PC Games showed the way • Extended lifecycle : DOTA, Counter Strike enduring craze • Social gaming : PC Bangs (Internet Gaming Rooms) • Dilemma for publishers : Huge consumption, no monetization Online PC Games • Huge market : Server only = No piracy • Massive Reach : Low/adjustable specs • Massive Appeal : Continuous refresh of the game content + online events + community based design Online gaming in Asia in 2011. Fabien Siouffi
  • 4. THE RISE OF GLOBAL PLAYERS 1998 – 2004 : Innovation from South Korea • Lineage by NC Soft (Jake Song) : first MMORPG. • Ragnarok by Gravity : First Casual MMO • Kart Rider by Nexon: First Free to Play casual game 2003 - 2006 : Online gaming boom throughout Asia • World of Legend in China hits 1 million Peak Concurrent Users (PCU) • Korea : Lineage has 1m subscribers. Kart Rider hits 200k PCU • Ragnarok reach 75,000 PCU in both Philippines and Thailand 2006-2010 : Games for everyone • Higher end MMOs. World of Warcraft. First 3D game in China, first (and only) western success in China. 1m PCU • New genres of MMO. o MMO-FPS – Sudden Attack kills Counter Strike o MMO-Sports – FIFA Online hits 200k PCU in Korea 2010 -? : Games everywhere • Play on Social Networks • Build social networks around games. Gree and DeNA in Japan • Clientless and portable. Near ubiquity Online gaming in Asia in 2011. Fabien Siouffi
  • 5. ONLINE GAMING IN ASIA TODAY Market value : $13Bn (USA + Europe = $9Bn!) 415m of online gamers 200k Internet Gaming Rooms Birth of giants : NHN worth $10Bn , Tencent worth $40Bn Asia 2 years in advance of the west. Invented social networks, free to play business model, community design, data driven development Asian companies go big, go out • US and Europe subsidiaries • Consolidation started, lots of M&A Oligopolistic Portal business • Platforms dominate • Increased reach. Female and casual gamers conversions • Increased monetization. ARPPU rising Online gaming in Asia in 2011. Fabien Siouffi
  • 6. ONLINE GAMES MARKETS 2011 TOTAL MARKET : $12.7B SOUTH KOREA Rev : $2,900M Gamers : 30M IGR : 19,000 CHINA Rev : $6,470M Gamers : 311M JAPAN IGR : 125,000 Rev : $2,594M INDIA Gamers : 10M Rev : $10M IGR : 1,500 Gamers : 4M THAILAND TAIWAN IGR : 1,500 Rev : $65M Rev : $474M Gamers : 6.7M Gamers : 4M IGR : 10,000 IGR : 2,000 Thailand VIETNAM MALAYSIA Rev : $90M Rev : $25M Gamers : 6M PHILIPPINES Gamers : 5M IGR : 15,000 Rev : $30M IGR : 5,000 Gamers : 4M IGR : 6,000 SINGAPORE INDONESIASource : IDC 2010, Pacific Epoch Asia, Niko Partners Rev : $15M Rev : $35M Gamers : 0.5M Gamers : 2M Growth : 100 IGR : 10,000 Key markets : China, Korea, Japan, Taiwan Emerging Markets : S.E.A. Online gaming in Asia in 2011. Fabien Siouffi 6
  • 7. HOW IT WORKS Acquisition. Registered Users (RU), Installs, PCU • Must o Trigger virality • Avoid o Server downtime o Hacks Retention. Active Users, ACU • Must o Repeatable core gameplay, o Operation events o Community loop • Avoid o Undesired features o Linear game designs Monetization. ARPPU, LTV • Must o Metrics analysis. What the whales want o Cash rich time poor vs time rich cash poor • Avoid o Breaking game balance Online gaming in Asia in 2011. Fabien Siouffi
  • 8. TIPS FOR MAKING IT WORK Acquisition • Virality – Refer a friend program • Accessibility – o Light client = Keep it under 500Mb, refresh often o Quick rewards Retention. • Design stickiness. Show the end game at the beginning • Community rules. Attract guilds, opinion leaders • Events. Valentine’s day, CNY Monetization. • Everything for the status conscious -> Purple items • Pay for not losing face -> Erase stats of poor performance • Bring luck into play -> Win a chance to win big • Eliminate friction -> Buy at the moment of win or loss. Online gaming in Asia in 2011. Fabien Siouffi
  • 9. PLAYER BEHAVIORS ? Play out of home • Simple to control, no sound, Boss button ! • Always on, running in the background Impulse buy • Shopping is part of the gameplay experience • Low denominated items • Appeal to completist Repetitive play • just one more go at it ! • Average online time : 5 hours/day in most serious MMOs Meet people online • everyday : clan, guilds, party for a raid • one time only : matchmake, date • Date : Marriage feature in most of MMO Online gaming in Asia in 2011. Fabien Siouffi
  • 10. BUT WHY PEOPLE PAY ? Look good. • Show off achievement. Epic mounts only accessible to level 70 players Play better. • Progress faster. Skip time, remove the grind Have fun. • More of that kind of fun. ManU vs Liverpool FIFA matches Meet girls. • Gift item to that special one Make money. • Buy because you know you can sell at higher price • Game farming / Secondary market Online gaming in Asia in 2011. Fabien Siouffi
  • 11. IDENTIFYING GREATNESS IN ONLINE GAMES Do first, perfect later. • Shorten dev loops, get the core gameplay right o FIFA Online session match. • Go public halfway through your development cycle. o NBA 2K Social first beta after 4 months • Get the community to tell you what they would like to see o Street Mode or NBA Mode ? Immerse yourself in stats, and code accordingly • Cap the free stuff : FIFA quick match mode • Address balance issues. Dark Elves race in WoW Managing the lifecyle. • Acquisition first, then retention then monetization. Don’t rush • Usage, usage, usage Small Agile teams, with access to large pools of resources • It all starts with one creative and one business guy. Keep the dynamic alive, even if conflictual Online gaming in Asia in 2011. Fabien Siouffi
  • 12. ASIA HOT SPOTS Japan – Gree and DeNA • 25m each of mobile social gamers • Extremely high stickiness and ARPPU • Each of them makes more revenue than Zynga with a tenth of the users China – Tencent • Q + “open” platform. • Going aggressively into mobile social games Vietnam • Vinagames and VTC fostering fast growth Philippines and Indonesia • Asia has more people on Facebook than in the US • Indonesia, India and Philippines each more than 25m users Online gaming in Asia in 2011. Fabien Siouffi