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全球遊戲產業概況與趨勢           Game Industry Landscape                       and Forecast                                        雷爵...
Global Game MarketVideo games has exceed movie box office.         Lecture Material of Global Game Industry, 2011 Jun
Global Game Market  Size :           •2001 $27B           •2003 $40B           •2008 $61B           •2010 $67B            ...
Global Game Market Summery•There is not that much difference in market tastes around the worldfor mobile games. That being...
Global Game Market Summery•Operators becoming much more picky about which games theyoffer. This means differentiation and ...
Global Game Market Summery•Mobile gaming business slowly getting bigger. However, expect rapidconsolidation globally in th...
Video GameThe biggest entertainment expenseyou have to pay             Lecture Material of Global Game Industry, 2011 Jun
Video Game Market       Lecture Material of Global Game Industry, 2011 Jun
Video Game Market       Lecture Material of Global Game Industry, 2011 Jun
24% Spent On Entertainment IsOn Video Games                        Annual Spending                       Video games      ...
Global video game software market        2005 : $30.3 billion        2009 : $46.5 billion        2010 : $47.5 billion     ...
VIDEO GAME STACK   Channel                   Console                           Cloud                App Stores         Ret...
REVENUE CAPTURE                                                REVENUE SPLITTING                                          ...
BUSINESS THEMES                 DEMOGRAPHICS                                                    SOCIAL MEDIA• 40% of men w...
TECHNOLOGY THEMES                                                  NETWORKS & CONNECTIVITY     Online Platforms & Communit...
PC GameMost profitable market if you can find the right tips              Lecture Material of Global Game Industry, 2011 Jun
PC Game MarketBROAD PLATFORM•Where there are just over 100M current generationconsole owners there are over 1B PCs in use ...
Online Games is seeing                significant growth.US$40,000,000,000US$30,000,000,000US$20,000,000,000US$10,000,000,...
MMO Game TrendsWOW DOMINATION•Because of the network effect (as theproduct base grows, the product becomesmore useful to a...
World of WarcraftsLecture Material of Global Game Industry, 2011 Jun
Online Games is growing world-wideWorldwide - Game-savvy new generation leading the market• Grow up with interactive enter...
Online Games is growing world-wideAmericas• 40% of US homes will have a video game by year end 2002 (source: Carmel Group)...
Online Games - Industry SnapshotRevenue vs. expense challenges    • Online games can cost as much as a movie to create    ...
Online Games - Industry SnapshotGame device fragmentation    • Multiple major consoles companies: Nintendo, Sony, Microsof...
Lecture Material of Global Game Industry, 2011 Jun
Industry Trends and DriversCurrent Drivers   • Broadband penetration to the home, enabling digital distribution and online...
Industry Trends and DriversInhibitors    • Macroeconomic weakness and uncertainty, which impacts consumer spending,    adv...
Online Game in the United States         Lecture Material of Global Game Industry, 2011 Jun
Online Game in the United States         Lecture Material of Global Game Industry, 2011 Jun
Mobile Game MarketBRICKBREAKER•Global market for mobile phone games reachedan estimated     $3.5B               in FY09.•G...
Mobile Game MarketI GAME•Apple is solving two key hurdles to mobile phone gaming:      1) customizing every game for every...
What`s driving the market Growth?•Increasing availability of digital content, and input/ output devices to takeadvantage o...
Casual GameSimple games for the mass            Lecture Material of Global Game Industry, 2011 Jun
Casual Game SampleMatching Games               Time management                          Hidden Object                     ...
Casual Game Lessons• Everyone will buy games on the Internet if they’re designed to appeal to cater totheir interests• Onl...
Club Penguin• Flash mini games aimed at kids held together with a virtual world metaphor• Free to play• $6/month premium m...
Runescape• Browser-playable, traditional fantasy MMO• 9 millions active players• Of which 1 million pay $5/month for premi...
Social Network GameAccessible anywhere and at the same timeAnd will became the biggest power in the industry             L...
What are Social Games?•Interactive online game based on social network providedby platforms.•Initially started as a social...
What are Social Games?•Current mainstreams are simulation games such asfarming/ running restaurants/ building cities/ mana...
What are Social Games?   Lecture Material of Global Game Industry, 2011 Jun
What are Social Games?•Platforms are currently restricted to SNS but will later onexpand to different social platforms suc...
What are Social Games?   Lecture Material of Global Game Industry, 2011 Jun
Why Social Games?•In the beginning, we all loved games•RPG Conquers the Game Market•Light gamers have no games to play...•...
Why Social Games?• Population = 500+ million active users•50% of our active users log on to Facebook in anygiven day•Avera...
Why Social Games?•Global reach70 translations available on the siteAbout 70% of Facebook users are outside theUnited State...
Why Social Games?•BehaviorPeople install 20 million applications every dayAverage of 10,000 new websites integrate withFac...
Why Social Games?• Mobility250+ million active users currently accessingFacebook through their mobile devices.There are mo...
Social Network Platform   Lecture Material of Global Game Industry, 2011 Jun
Why Social Games? Lecture Material of Global Game Industry, 2011 Jun
Why Social Games?And finally BANG!  Lecture Material of Global Game Industry, 2011 Jun
Present Social Games Market•Facebook, the No. 1 global SNS has recentlyexceeded 450M users / Annual revenue of $1         ...
Lecture Material of Global Game Industry, 2011 Jun
Lecture Material of Global Game Industry, 2011 Jun
Lecture Material of Global Game Industry, 2011 Jun
Lecture Material of Global Game Industry, 2011 Jun
Lecture Material of Global Game Industry, 2011 Jun
Social Games Future• extend to iPhone /Androids.• Future trend of games will contain mobile elements .                  Le...
Social Games Future• Adobe Flash soon will go for apple•CS5 Released in May 2010/ publishable in “.ipa” format/operates we...
Social Games Future• Mobile will bring SNG to the top hill•Key = Social Graph + Anywhere                   Lecture Materia...
Mobile GameSignificant numbers and social network ability leadIt became the next generation superstar               Lectur...
What is a Mobile Game?   Embedded   SMS   Browser   Download       J2ME       BREW       iPhone/Android/Blackberry ...
4.0>   billion mobile users in the world5.5>   billion USD mobile games revenue worldwide6.0>   billion mobile users in th...
9.8>   billion USD games revenue worldwide    forecasted in five years60%>   the percentage of casual mobile gamers in    ...
34>   Million iPhone and Touch handsets out there today1>   Billion apps downloaded           Lecture Material of Global G...
Mobile Game Market         Number of Mobile Gamers – US (Millions)                                        94.9            ...
Mobile Game Market140    One Third of Gamers use Mobile      56%120                              53%100                   ...
Mobile Game Market           Investor / Publisher Feedback •   Apple - $1billion dollars to developers •   200,000 applica...
Japan’s main Social Network Service PlayersAs the most challenging mobile market in theworld, Japan got various new trends...
Casual Games in Japan Lecture Material of Global Game Industry, 2011 Jun
Brand Extension: TV Game Show                               • “Very profitable”                               • Mobilized ...
Multimedia Composition                          • “Text to picture” engine                          • Type in text message...
Multimedia Composition                          • Use SanRio’s “Hello Kitty” to                          send messages to ...
Trend: Game Packs - bundling                                             • New games every                                ...
Trend: Multiplayer games                            • Ranked #3 on docomo’s game pack                            menu     ...
Trend: 3D Games               • Docomo regards the ‘505’ handset as a               PlayStation 1               • Currentl...
Cross Media: link to Web                                  • Play on PC                                  • Pay via Mobile. ...
JooJoo: Social Game PortalSocial game portal• Raise pets with your friends• Non-realtime Battle games with other users• Pa...
Operation: events, goods, community, metricsIn social games the post-launch service operation is a critical success factor...
Operation: events, goods, community, metrics  • The mobile phone is a PlayStation!  • Almost identical to the PlayStation ...
Monetizing the Social Games    Lecture Material of Global Game Industry, 2011 Jun
Package: Monthly Rental  Lecture Material of Global Game Industry, 2011 Jun
On the small screen: the brand is KingOn mobile, branded games hugely outsell unbranded• The tiny mobile phone storefront ...
Docomo Weekly Guide• Very high traffic mobile site which is a guide to what’s new on i-mode• A way for the carrier to incl...
Trend: mobile charts• Site Ranking creates a fair competitive field• Different carriers rank their games in different ways...
Mobile games boost ARPU!• Voice ARPU is falling everywhere, but data is rising• Games create significant data traffic – th...
Mobile Game Market Trends• Mobile is a growth area for game development• Significant number of existing gamers are  using ...
US Game MarketBranded games and music is the driving forcefor game market in US.             Lecture Material of Global Ga...
US Game Market          2008 Top U.S. Interactive Entertainment Software                              Publishers          ...
US Game Market                   Publisher Top Brands (U.S. Sales 2008)Electronic Arts         Activision                 ...
US Game Market       Lecture Material of Global Game Industry, 2011 Jun
China Game MarketA young market with internet cafe as maindistribution channel.             Lecture Material of Global Gam...
China Game Market  China a Vast but Hard to Tap MarketNO CONSOLE MARKETINTERNET / GAME CAFÉ BOOMChina’s online game market...
China Game Market Online Game Type                               China online game type                                   ...
Thank you for your time    Lecture Material of Global Game Industry, 2011 Jun
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全球遊戲產業概論

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Transcript of "全球遊戲產業概論"

  1. 1. 全球遊戲產業概況與趨勢 Game Industry Landscape and Forecast 雷爵網絡科技 周佳君 Faust Chou faustcare@gmail.comLecture Material of Global Game Industry, 2011 Jun
  2. 2. Global Game MarketVideo games has exceed movie box office. Lecture Material of Global Game Industry, 2011 Jun
  3. 3. Global Game Market Size : •2001 $27B •2003 $40B •2008 $61B •2010 $67B 2015 $70.1B Genre Platform Game play Lecture Material of Global Game Industry, 2011 Jun
  4. 4. Global Game Market Summery•There is not that much difference in market tastes around the worldfor mobile games. That being said, there are few games that workwell for all global markets•Focus now is on networked games and other 3G type content•Female gamers making up a bigger % of users monthly•No matter how good game is, proper marketing support essential•Fast game play better than slow game play. Also, in general,arcade games easier to market than puzzle or board games• If at all possible, brand your game Lecture Material of Global Game Industry, 2011 Jun
  5. 5. Global Game Market Summery•Operators becoming much more picky about which games theyoffer. This means differentiation and uniqueness to markets a keyfor companies to make money: •Branding •New genre of game for a certain market •Different look and feel in playability•With new phones coming out faster than ever, ability to port quicklybecoming more important Lecture Material of Global Game Industry, 2011 Jun
  6. 6. Global Game Market Summery•Mobile gaming business slowly getting bigger. However, expect rapidconsolidation globally in the near future• Mobile games to look like Xbox and PS2 games• Developers should focus less on game volume and more on quality•Almost 90% of successful games have beautiful graphics, and maincharacter of game should be visually appealing Lecture Material of Global Game Industry, 2011 Jun
  7. 7. Video GameThe biggest entertainment expenseyou have to pay Lecture Material of Global Game Industry, 2011 Jun
  8. 8. Video Game Market Lecture Material of Global Game Industry, 2011 Jun
  9. 9. Video Game Market Lecture Material of Global Game Industry, 2011 Jun
  10. 10. 24% Spent On Entertainment IsOn Video Games Annual Spending Video games Music concerts Music Movie ticket DVD Rental DVD Purhcase 27% 24% 7% 17% 9% 16% Lecture Material of Global Game Industry, 2011 Jun
  11. 11. Global video game software market 2005 : $30.3 billion 2009 : $46.5 billion 2010 : $47.5 billion Lecture Material of Global Game Industry, 2011 Jun
  12. 12. VIDEO GAME STACK Channel Console Cloud App Stores Retailers / E-tailers CommerceCommunication Console Networks ISPs 3G Social NetworksGame Content Traditional Developer / Publishers Mobile Developers Social Developers Operating Platform Client OS Browser Mobile OS Social Network Hardware Game Consoles PC Mobile / Tablets Lecture Material of Global Game Industry, 2011 Jun
  13. 13. REVENUE CAPTURE REVENUE SPLITTING • HARDWARE IS THE ARCH. CONTROL POINT Console gaming HW • Console is usually closed and proprietary, dominated by a few Content players Retailing • Big mkt. leaders and small independent developers Channel • Many offline and online Sub- Banner distribution & retail shops scription Ads • Hardware is usually open HW • SOCIAL GAMES CONTROL PURCHASE OF VIRTUAL User GOODS In-Game Content Profile • APP STORES CONTROL Cloud gaming Ads (IGA) PHASE OF GAME Info PURCHASE Virtual Channel • SOCIAL NETWORK Goods CONTROLS PHASE OF GAME PLAY Communication • ISP is important for mobile games Pmt. • It becomes more critical due to emergence of new payment methods Lecture Material of Global Game Industry, 2011 Jun
  14. 14. BUSINESS THEMES DEMOGRAPHICS SOCIAL MEDIA• 40% of men who play console games play • 50% of Facebook’s 500 million active users10+ hours per week Who’s play social games• 41% of Americans plan to purchase 1+ Industry Facebook Playing? • 40% of usage time on Facebook is spent ongames in 2010 gaming Age Age <18 18-49 50+ 67% 8-19 20-49 50+ OF AMERICANS PLAY • Average age of social media gamer is 29 • Average age of game players is 35 and • Privacy is a growing concern, Facebook has been playing for 12 years CPU OR VIDEO GAMES announced “Zero Tolerance for DataCASUAL / MOBILE GAMING 17% Brokers” REVENUE STREAMSAmericans Who Play Games on INDUSTRY CAGR IN Virtual Currency & Goods Wireless Devices SALES, LAST 10 YRS • 53% of social gamers have used virtual currency in a game • Virtual goods account for over 90% of revenue for top social game developers Subscription Services 2007 2008 2009 • Streaming game services revenue forecasted• Mobile gaming revenue forecasted to reach $10B by to reach $400mm by 2014 2014 In-Game Advertising (IGA)Casual gaming is “Fastest growing mass medium” in • In game advertising is forecasted tohistory reach $1 billion in 2014• ~3B segment in 2010• 62% of casual gamers are over the age of 35• 52% of casual gamers are femaleLecture Material of Global Game Industry, 2011 Jun
  15. 15. TECHNOLOGY THEMES NETWORKS & CONNECTIVITY Online Platforms & Communities Real-Time Data Cloud Gaming • Massive • Dynamic • Play games multiplayer creative ads; instantly action IGA $1B by 2014 • No high-end • Connected to hardware mainstream • Connection to required entertainment external systems • No patching • Sharing with or upgradinge.g. xBox Live, PSN, friends/family e.g. EA, IGA WW, • Macro-social e.g. OnLive, Facebook Double Fusion analysis Zynga, LoLapps HARDWARE & INTERFACE CONTENT & DEVELOPMENT SplinterNet Innovative Controllers Collaborative/Indie Dynamic Updates• Breeds cross-platform Development • Feedback enables patches interactions and cloud- and continuous gaming • Crowdsourcing and open improvement via cloud publishing networks drive• publishes games for long tail dev. and usage 22 different platforms… • Open APIs/SDKs for mobile• Increasing gaming power on apps enable critical mass mobile devices • Digital distribution negates Mobile Handheld • Transcending boundaries restrictive publishing costs • Geo-based gaming reflects +53% -13% opens door for partnerships real-world environment Lecture Material of Global Game Industry, 2011 Jun
  16. 16. PC GameMost profitable market if you can find the right tips Lecture Material of Global Game Industry, 2011 Jun
  17. 17. PC Game MarketBROAD PLATFORM•Where there are just over 100M current generationconsole owners there are over 1B PCs in use globally.•In many markets like China, the presence of Internetcafés makes online gaming accessible to virtually anyone.NICHE MARKET•However, while PCs are more prevalent than gameconsoles, PC gaming has a few limitations.•Including MMO and other digital distribution / pay to playrevenue streams, the PC Gaming Alliance pegs the totalPC game market at $10.7B. Lecture Material of Global Game Industry, 2011 Jun
  18. 18. Online Games is seeing significant growth.US$40,000,000,000US$30,000,000,000US$20,000,000,000US$10,000,000,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 Worldwide Online MP and MMP Games Revenue Lecture Material of Global Game Industry, 2011 Jun
  19. 19. MMO Game TrendsWOW DOMINATION•Because of the network effect (as theproduct base grows, the product becomesmore useful to any onen dividual ), we believeWoW is likely to maintain its leadershipposition for the foreseeable future.•1.2M Register Members (Pay User)•2011 Q1GREW 27%•310 million 2010 Lecture Material of Global Game Industry, 2011 Jun
  20. 20. World of WarcraftsLecture Material of Global Game Industry, 2011 Jun
  21. 21. Online Games is growing world-wideWorldwide - Game-savvy new generation leading the market• Grow up with interactive entertainment, more comfortable with technology than any generationin history (source: IDSA)• Over 15 Million people in the US & Europe will pay $1.4B to play online games by YE 2002(source: Datamation)• Advertising revenue will be 30 % of the market; bulk of revenue to come from subscriptionsAsia Pacific• 25%+ of the WW $40B market in 2003 is in Asia Pacific (source: ABN Amro)• Early adopters due to broadband push in Japan and Asia Pacific• Korea largest single market for MMP play.• The Chinese say there are more people playing online games in china than Korea has people.But they overlook the fact that the Chinese are playing KOREAN GAMES!! Lecture Material of Global Game Industry, 2011 Jun
  22. 22. Online Games is growing world-wideAmericas• 40% of US homes will have a video game by year end 2002 (source: Carmel Group)• US on line games revenue predictions range from $4.5B to $5B in 2005 (inputs: Forrester,Accenture)Europe• UK considered proving ground for on-line console services; France/ Germany lead totalconsole market); Germany largest broadband market• 27.5% of the WW $40B market in 2003 is in Europe (source: Forrester)• 12.7 M European homes will have the technology to play on-line console games by 2005, with50% expected to subscribe to online games. Lecture Material of Global Game Industry, 2011 Jun
  23. 23. Online Games - Industry SnapshotRevenue vs. expense challenges • Online games can cost as much as a movie to create • Online games can earn as much revenue as a movieChanging business models • Industry moving from software development model to media/entertainment model • Risk & cost is driving fragmentationIncreasing game complexity • Higher quality graphics, realism - drives up cost, code complexity • More complex game play - drives up development & test time • Collaboration, voice, etc become expected features - creates barriers to entry • Eroding barriers between what’s real and what’s virtual (in-game pizza?) Lecture Material of Global Game Industry, 2011 Jun
  24. 24. Online Games - Industry SnapshotGame device fragmentation • Multiple major consoles companies: Nintendo, Sony, Microsoft • PC’s, PDA’s, phones - and hybrid devices - more every day • Connectivity challenges • Low bandwidth (phones, some PC’s); vs. broadband required for xBox • Broadband has widely varying penetration - US vs. Korea • Piracy, Digital Rights Management Lecture Material of Global Game Industry, 2011 Jun
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  26. 26. Industry Trends and DriversCurrent Drivers • Broadband penetration to the home, enabling digital distribution and online gaming. • More powerful PCs and laptops at lower prices. • Better graphic processors, more disc space, etc. • Improvement in quality of games, often with social elements (VoIP, text chat, etc.). • Longer console lifecycles. • Growth in adoption of smart phones and other handheld devices that support gaming applications. • Changing demographics: The web-literacy rate among the target audience has been growing constantly. Lecture Material of Global Game Industry, 2011 Jun
  27. 27. Industry Trends and DriversInhibitors • Macroeconomic weakness and uncertainty, which impacts consumer spending, advertisements and investment. • Piracy: Illegal file downloading / disks. • Free content available on the Internet, which lowers demand for premium titles. • Platform incompatibility: Some hardware cannot play select software. • High bar to produce sophisticated titles; costly and time-consuming to develop. Lecture Material of Global Game Industry, 2011 Jun
  28. 28. Online Game in the United States Lecture Material of Global Game Industry, 2011 Jun
  29. 29. Online Game in the United States Lecture Material of Global Game Industry, 2011 Jun
  30. 30. Mobile Game MarketBRICKBREAKER•Global market for mobile phone games reachedan estimated $3.5B in FY09.•Growth in the industry appears to have fallen shortof earlier expectations.•Limitations of handset technology, and a generallyrestrictive distribution mechanism likely explainsthe shortfall. Lecture Material of Global Game Industry, 2011 Jun
  31. 31. Mobile Game MarketI GAME•Apple is solving two key hurdles to mobile phone gaming: 1) customizing every game for every device; 2) distribution challenges.•The iPhone/iPod Touch appear to be significantly altering the mobile phone game market.•Still, control mechanics limit the scope of games thatcan be effectively played. Forinstance, using tilt to control games tilts the screen away from the players field of vision.•And, using onscreen virtual buttons that leverage Apples touch sensitive screen alsoreduces the available space for depicting the game itself. Lecture Material of Global Game Industry, 2011 Jun
  32. 32. What`s driving the market Growth?•Increasing availability of digital content, and input/ output devices to takeadvantage of digital content• Next Generation game consoles• Mobile Phone handset upgrades• The convergence between Hollywood & Silicon Valley• Broadband penetration - global households up from 82M to 320M, 31.3% CAGR• Key technology innovation & industry adoption of open standards andexponential reductions in storage, processor & networking costs Lecture Material of Global Game Industry, 2011 Jun
  33. 33. Casual GameSimple games for the mass Lecture Material of Global Game Industry, 2011 Jun
  34. 34. Casual Game SampleMatching Games Time management Hidden Object Games Games Lecture Material of Global Game Industry, 2011 Jun
  35. 35. Casual Game Lessons• Everyone will buy games on the Internet if they’re designed to appeal to cater totheir interests• Online, games need to be at the right level of difficulty appeal to the intendedaudience• Work with portals to achieve a large enough audience to generate enoughtransaction for profitability• The success of Xbox Live Arcade shows that hardcore gamers work on consoles• The logic of light-weight MMOs: • 6 or 7 figure budgets (initially) • Free to play, up sell with status items (clothing, leader boards ,furniture , etc.) • Far shorter development times • Modest technical complexity • 10-20% of your audience will pay Lecture Material of Global Game Industry, 2011 Jun
  36. 36. Club Penguin• Flash mini games aimed at kids held together with a virtual world metaphor• Free to play• $6/month premium membership for status items• Key distribution arrangement with Miniclips• #1 free game site on the Internet, >40m monthly uniques• Receives 50% of lifetime revenue from users who join CP via Miniclips• Sold to Disney for $350m Lecture Material of Global Game Industry, 2011 Jun
  37. 37. Runescape• Browser-playable, traditional fantasy MMO• 9 millions active players• Of which 1 million pay $5/month for premium services• Plus advertising revenue• Player acquisition largely by word of mouth Lecture Material of Global Game Industry, 2011 Jun
  38. 38. Social Network GameAccessible anywhere and at the same timeAnd will became the biggest power in the industry Lecture Material of Global Game Industry, 2011 Jun
  39. 39. What are Social Games?•Interactive online game based on social network providedby platforms.•Initially started as a social application, and laterdeveloped to a text game, then to flash games. Lecture Material of Global Game Industry, 2011 Jun
  40. 40. What are Social Games?•Current mainstreams are simulation games such asfarming/ running restaurants/ building cities/ managingaquariums/ raising pets...etc•Reasons behind the success of simulation games:Never ending/ asynchronous play time/ comparable withfriends Lecture Material of Global Game Industry, 2011 Jun
  41. 41. What are Social Games? Lecture Material of Global Game Industry, 2011 Jun
  42. 42. What are Social Games?•Platforms are currently restricted to SNS but will later onexpand to different social platforms such as portals,mobiles... Etc•Distinctive features such as web-based/asynchronousplay time/doesnt require installation/ small size... willeventually expand the other way Lecture Material of Global Game Industry, 2011 Jun
  43. 43. What are Social Games? Lecture Material of Global Game Industry, 2011 Jun
  44. 44. Why Social Games?•In the beginning, we all loved games•RPG Conquers the Game Market•Light gamers have no games to play...•People came to believe that “theyve never liked games from the beginning”•Easy games for light gamers return! Easy games that people once used to play start coming back to SNS Furthermore, these games provide “things to do” as well as entertainments between neighbors and friends within the SNS. Lecture Material of Global Game Industry, 2011 Jun
  45. 45. Why Social Games?• Population = 500+ million active users•50% of our active users log on to Facebook in anygiven day•Average user has 130 friends•People spend over 700 billion minutes per monthon Facebook Lecture Material of Global Game Industry, 2011 Jun
  46. 46. Why Social Games?•Global reach70 translations available on the siteAbout 70% of Facebook users are outside theUnited States Lecture Material of Global Game Industry, 2011 Jun
  47. 47. Why Social Games?•BehaviorPeople install 20 million applications every dayAverage of 10,000 new websites integrate withFacebook every dayMore than 2.5 million websites have integrated withFacebook, including over 80 of comScores U.S.Top 100 websites and over half of comScoresGlobal Top 100 websites Lecture Material of Global Game Industry, 2011 Jun
  48. 48. Why Social Games?• Mobility250+ million active users currently accessingFacebook through their mobile devices.There are more than 200+ mobile operators in 60countries working to deploy and promote Facebookmobile products• Lecture Material of Global Game Industry, 2011 Jun
  49. 49. Social Network Platform Lecture Material of Global Game Industry, 2011 Jun
  50. 50. Why Social Games? Lecture Material of Global Game Industry, 2011 Jun
  51. 51. Why Social Games?And finally BANG! Lecture Material of Global Game Industry, 2011 Jun
  52. 52. Present Social Games Market•Facebook, the No. 1 global SNS has recentlyexceeded 450M users / Annual revenue of $1 billion•Zynga became 2nd largest merchant of Paypal in 2009,With daily revenue of $1M / MAU above 1M users / 185 Apps Lecture Material of Global Game Industry, 2011 Jun
  53. 53. Lecture Material of Global Game Industry, 2011 Jun
  54. 54. Lecture Material of Global Game Industry, 2011 Jun
  55. 55. Lecture Material of Global Game Industry, 2011 Jun
  56. 56. Lecture Material of Global Game Industry, 2011 Jun
  57. 57. Lecture Material of Global Game Industry, 2011 Jun
  58. 58. Social Games Future• extend to iPhone /Androids.• Future trend of games will contain mobile elements . Lecture Material of Global Game Industry, 2011 Jun
  59. 59. Social Games Future• Adobe Flash soon will go for apple•CS5 Released in May 2010/ publishable in “.ipa” format/operates well/ But Blocked out by Apples policy Lecture Material of Global Game Industry, 2011 Jun
  60. 60. Social Games Future• Mobile will bring SNG to the top hill•Key = Social Graph + Anywhere Lecture Material of Global Game Industry, 2011 Jun
  61. 61. Mobile GameSignificant numbers and social network ability leadIt became the next generation superstar Lecture Material of Global Game Industry, 2011 Jun
  62. 62. What is a Mobile Game? Embedded SMS Browser Download  J2ME  BREW  iPhone/Android/Blackberry Lecture Material of Global Game Industry, 2011 Jun © dux digital
  63. 63. 4.0> billion mobile users in the world5.5> billion USD mobile games revenue worldwide6.0> billion mobile users in the world forecasted in 5 years © dux digital Lecture Material of Global Game Industry, 2011 Jun
  64. 64. 9.8> billion USD games revenue worldwide forecasted in five years60%> the percentage of casual mobile gamers in Australia who are female200> Million Java/J2ME games downloaded in 2008 Lecture Material of Global Game Industry, 2011 Jun © dux digital
  65. 65. 34> Million iPhone and Touch handsets out there today1> Billion apps downloaded Lecture Material of Global Game Industry, 2011 Jun © dux digital
  66. 66. Mobile Game Market Number of Mobile Gamers – US (Millions) 94.9 88.0 79.0 72.8 64.0 57.4 45.6 2008 2009 2010 2011 2012 2013 2014 CAGR (2009 – 2014) 10.6% Source: eMarketer – US Mobile Gamers – July 2010 Lecture Material of Global Game Industry, 2011 Jun
  67. 67. Mobile Game Market140 One Third of Gamers use Mobile 56%120 53%100 Console 41% 38% MMOs 80 36% PC/Mac (boxed) 60 PC/Mac (digital) 24% 23% Online Casual 40 Social Networks 20 Mobile 0 US Gamers by Platform Source: newzoo – US National Gamers Survey 2010 Lecture Material of Global Game Industry, 2011 Jun
  68. 68. Mobile Game Market Investor / Publisher Feedback • Apple - $1billion dollars to developers • 200,000 applications - $5,000 / app (ave) • < 5% of mobile downloads are monetized • Social Mobile is the next hot area of growth • Excited by the rapid adoption of tablets • Investor - “I don’t need another flash developer – I can get 20 for the price of 1 in Indonesia. We need developers who understand game mechanics and how they are used to make money.” Lecture Material of Global Game Industry, 2011 Jun
  69. 69. Japan’s main Social Network Service PlayersAs the most challenging mobile market in theworld, Japan got various new trends. Lecture Material of Global Game Industry, 2011 Jun
  70. 70. Casual Games in Japan Lecture Material of Global Game Industry, 2011 Jun
  71. 71. Brand Extension: TV Game Show • “Very profitable” • Mobilized web games • Game rules mimics shows • Monthly game packs add new answers & puzzles “Jeopardy”, “Wheel of Fortune” by Sony Pictures Digital Entertainment Lecture Material of Global Game Industry, 2011 Jun
  72. 72. Multimedia Composition • “Text to picture” engine • Type in text message (eg SMS) • Send to fun mail short code with your targets address • Fun Mail engine picks images to match your text • Sends as EMS/MMS/… based on recipient Lecture Material of Global Game Industry, 2011 Jun
  73. 73. Multimedia Composition • Use SanRio’s “Hello Kitty” to send messages to your friends. • You can choose what outfit she wears and different compositions Lecture Material of Global Game Industry, 2011 Jun
  74. 74. Trend: Game Packs - bundling • New games every month to stop unsubscribing • For $1/month take up to three games • Using Tetris to bring people in and other games to keep them Lecture Material of Global Game Industry, 2011 Jun
  75. 75. Trend: Multiplayer games • Ranked #3 on docomo’s game pack menu • Good variety of games including board games and sports like Billiards • Packet fees are still very high and ICPs don’t get a cut, so little motivation to get users rack up huge packet fee bills. • Example: a game of othello will cost 50cents per player • Korea is much more flourishing for multiplayer where the biz model supports CPs Lecture Material of Global Game Industry, 2011 Jun
  76. 76. Trend: 3D Games • Docomo regards the ‘505’ handset as a PlayStation 1 • Currently many japanese game companies are porting hit 3D PS1 titles to mobile • RidgeRacer was the pack-in game for the PS1. Different makers are bundling games with their handsets.Lecture Material of Global Game Industry, 2011 Jun
  77. 77. Cross Media: link to Web • Play on PC • Pay via Mobile. • Purchase virtual objects using Premium SMS • Multiplayer Graphic Chat Lecture Material of Global Game Industry, 2011 Jun
  78. 78. JooJoo: Social Game PortalSocial game portal• Raise pets with your friends• Non-realtime Battle games with other users• Paid gifts and other virtual items• Write blog articles to raise your in-game level• Your avatar shows up in games and also on your blog and home page Lecture Material of Global Game Industry, 2011 Jun
  79. 79. Operation: events, goods, community, metricsIn social games the post-launch service operation is a critical success factor.Pikkle has deep experience in running these services. Japanese users also expect a high-level of customer support. We also knowhow to build activity in the fan communities around our games. Lecture Material of Global Game Industry, 2011 Jun
  80. 80. Operation: events, goods, community, metrics • The mobile phone is a PlayStation! • Almost identical to the PlayStation version: Devil Car and Easter Eggs! • Created a new high 500yen price point for premium content • Blockbuster - the most expensive mobile game yet • 100,000 downloads sold! • The SH53 handset sold 500K units, so we achieved 20% penetration Lecture Material of Global Game Industry, 2011 Jun
  81. 81. Monetizing the Social Games Lecture Material of Global Game Industry, 2011 Jun
  82. 82. Package: Monthly Rental Lecture Material of Global Game Industry, 2011 Jun
  83. 83. On the small screen: the brand is KingOn mobile, branded games hugely outsell unbranded• The tiny mobile phone storefront gives just an instant for consumers todecide which game to download• Well-known games win every time• Namco is a giant in the Japanese game industry with group consolidatedturnover of $1.4BN in 2002 Lecture Material of Global Game Industry, 2011 Jun
  84. 84. Docomo Weekly Guide• Very high traffic mobile site which is a guide to what’s new on i-mode• A way for the carrier to include more “editorial opinion” than just straight rankings• “weekly guide” you could foresee Docomo’s stance like “contents magazine”.• Never be a CP on their own to enable an even field for the content providers• Introducing “what’s new”• Special Feature• Sites that use new tech or handsets• Emoji graphics• Tips and Tricks• Single Banner ad Lecture Material of Global Game Industry, 2011 Jun
  85. 85. Trend: mobile charts• Site Ranking creates a fair competitive field• Different carriers rank their games in different ways – number of subscribers, pageaccesses, or revenue. Lecture Material of Global Game Industry, 2011 Jun
  86. 86. Mobile games boost ARPU!• Voice ARPU is falling everywhere, but data is rising• Games create significant data traffic – the second “S” curve• Our well known brands are helping operators attract a mass marketmobile game audience and launch their data services Launch of the 503, japan’s first java capable mobile phone helped Namco subscriptions to take off and now similar Java launches are happening all over the world. Lecture Material of Global Game Industry, 2011 Jun
  87. 87. Mobile Game Market Trends• Mobile is a growth area for game development• Significant number of existing gamers are using mobile devices• Business model – marketing and monetization• Investor interest in social mobile gaming Lecture Material of Global Game Industry, 2011 Jun
  88. 88. US Game MarketBranded games and music is the driving forcefor game market in US. Lecture Material of Global Game Industry, 2011 Jun
  89. 89. US Game Market 2008 Top U.S. Interactive Entertainment Software Publishers EA ACTIVISION 20% 24% NINTENDON NA TAKE-TWO 3% UBISOFT 17% THQ 4% MICROSOFT 4% SONY 5% 17% 6% OTHERS Lecture Material of Global Game Industry, 2011 Jun
  90. 90. US Game Market Publisher Top Brands (U.S. Sales 2008)Electronic Arts Activision Nintendo Take-two Rock band Guitar Hero Mario Brother Grand theft Auto US$ 662M US$ 992M US$ 761M US$ 361M Lecture Material of Global Game Industry, 2011 Jun
  91. 91. US Game Market Lecture Material of Global Game Industry, 2011 Jun
  92. 92. China Game MarketA young market with internet cafe as maindistribution channel. Lecture Material of Global Game Industry, 2011 Jun
  93. 93. China Game Market China a Vast but Hard to Tap MarketNO CONSOLE MARKETINTERNET / GAME CAFÉ BOOMChina’s online game market rose 63% Y/Y inCY08 to $2.8B.But, China is banning foreign investment inonline games.YOUNG MARKET70% of China’s 298 million Internet users areunder the age of 30, and 65% of those haveplayed online games. Lecture Material of Global Game Industry, 2011 Jun
  94. 94. China Game Market Online Game Type China online game type MMORPG STRETEGY COMPETITION CASUAL•MMORPG(Massively Multiplayer online Role Playing Game)• Strategy: Team work strategy (ex: Sango Online)• Competition: race game or shoot game (ex: CS online)• Casual game: gambling game or game for fun(ex: porker. Mahjong) Lecture Material of Global Game Industry, 2011 Jun
  95. 95. Thank you for your time Lecture Material of Global Game Industry, 2011 Jun
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