• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Social Gaming in Asia
 

Social Gaming in Asia

on

  • 11,927 views

An overview of Asia's social gaming scene given at Casual Connect in Hamburg in February 2011.

An overview of Asia's social gaming scene given at Casual Connect in Hamburg in February 2011.

Statistics

Views

Total Views
11,927
Views on SlideShare
11,809
Embed Views
118

Actions

Likes
25
Downloads
410
Comments
3

12 Embeds 118

http://visionthing.posterous.com 48
http://danielrparente.wordpress.com 17
http://www.plus8star.com 15
http://paper.li 14
http://twitter.com 10
http://change-makes-innovation.blogspot.com 5
http://change-makes-innovation.blogspot.jp 3
http://www.linkedin.com 2
http://www.onlydoo.com 1
https://p.yammer.com 1
http://tweetedtimes.com 1
http://okeez-present.appspot.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

13 of 3 previous next Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • 28--Bom dia galera, Venham conhecer nossos Servidores de Mu Online
    O Jogando.net/mu Mu Online Season 6
    Fazemos sua Diversão com qualidade,há mais de 5 anos
    Servers ON 24 horas por dia.
    Vários Server esperando por você.Venha se divertir de verdade.
    Venham participar do 6° Megaultrasuperhiper Evento Castle Siege
    Sejam benvindos ao nosso Servidor.
    >>Kits DIAMOND,Com asas LVL 4,os kits mais fortes e raros do servidor ,venham conferir.
    >>Qual o seu Time ?? Tenha o seu Time do coração no Mu Online.Sets do seu Time preferido
    >>Confiram a nova versão do Shild mais usado no servidor o SHILD POWER v3.
    >> Lançamento do NOVO Kit Fusion V2,Kit hiper top e bonito.
    Você só encontra no http://www.jogando.net/mu/
    Facebook: http://www.facebook.com/profile.php?id=100002113910611
    Site http://www.jogando.net/mu/ HYCLEN Divulgadora Oficial !!!
    Boa Semana á todos !!!
    Are you sure you want to
    Your message goes here
    Processing…
  • __militarylover.c om__The best and most trusted dating site for military singles and admirers!check it out and sign up,you may enjoy it!
    Are you sure you want to
    Your message goes here
    Processing…
  • Great snapshot of Asia's social gaming market.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Gaming in Asia Social Gaming in Asia Presentation Transcript

    • Social Gaming in Asia @benjaminjoffe  |  CEO,  +8*   Casual  Connect,  Hamburg  |  2011.02  
    • ngmoco:)  +  DeNA   (October  2010)   $400M   <  2010  Profit!  
    • Riot  Games  +  Tencent   (January  2011)   $400M   =  1/3  of   2010  profit  
    • Tencent  CollaboraJon  Fund   (January  2011)   $760m   Fund!  
    • @benjaminjoffe  
    • 4  years   1  year   5  years  
    • •  CEO,  Plus  Eight  Star  |  www.plus8star.com   –  Best  pracJces  from  Asia’s  digital  space   –  Research,  Strategy  &  “InnovaJon  Arbitrage”  •  References  
    • Angel  Investor,  Advisor,  Keynote  Speaker   •  Speaker    100+  talks  in  16  countries   •  Advisor  to  Incubators   •  Investor  in  Asia-­‐based  global  companies  
    • IntroducJon  Quiz!  Chapter  1    South  Korea  Chapter  3    Japan  Chapter  4    China  Chapter  6    Conclusions  
    • Quiz!  
    • Quiz!  
    • Quiz  
    • Quiz  
    • Quiz  
    • Quiz  
    • Quiz  
    • More  than  Facebook  and  USA  •  Facebook  •  LinkedIn  •  QQ  (Tencent)  •  Qzone  •  RenRen  •  Kaixin001  •  Xiaonei  •  51.com  •  Mixi   And  more…  •  Mobile  Game  Town  •  Gree  •  Cyworld  •  Friendster  
    • Billion  Dollar  Brands   $B   $B  •  Facebook  •  LinkedIn   $B   $B  •  QQ  (Tencent)  •  Qzone   $B   $B  •  RenRen  •  Kaixin001  •  Xiaonei  •  51.com  •  Mixi   $B   And  more…  •  Mobile  Game  Town  •  Gree  •  Cyworld  •  Friendster  
    • Market  Caps  (2011.02)   $800M   $3.5B   $5.2B   $45B  
    • South  Korea  
    • Cyworld  •  SNS/VG  pioneer  since  10  years  ago   –  Stagnant  for  several  years   –  “The  new  MySpace”?  
    • 2009.10  |  Nate  App  Store  •  Leverages  Nate’s  reach   •  Slow  rise    (2M  users)  •  Semi-­‐open   •  Rev  share    (70/30)  
    • Portals  join  the  dance  •  .    Naver  Social  Apps  •  .    Yozm  by  Daum  •  Results   –  Just  started   –  No  social  graph  
    • Facebook  Rising  •  Facebook  in  Korea   –  Usage  growing   –  Local  office   –  Hired  from  Cyworld  •  Why?   –  Users  bored  of  Cyworld   –  Virtual  goods  market   –  Games  market  
    • Online  Games  •  Online  games  market    $3B+  •  Leaders          Nexon,  NHN,  NC  Sos  •  Expanding  overseas    China,  Japan,  US,            Emerging  markets   Source:  KOCCA  
    • Answer   •  #1  in  Online  Gaming   •  Pioneer  in  virtual  goods   •  First  MMO  in  1996!  Min  Seo,  CEO  
    • Nexon  Today  •  Revenue  2010:  $1  billion  (E)   –  Over  half  from  overseas   –  Market  lisJng  in  2011  (rumor)  •  Some  famous  games   •  Kart  Rider  (200M  reg.  users)   •  Dungeon  &  Fighter  (200M  reg.  users)   •  Maple  Story  (95M  reg.  users)   •  Combat  Arms  (FPS)   •  Sudden  Avack  (FPS)   •  Etc.   Source:  Nexon  
    • Foreign  Players  in  Korea?   Some  limited  successes…  
    • Summary:  South  Korea  •  3  social  plaworms  (+  Facebook)  •  Young  market  (<$10M)  •  But  strong  in  online  gaming  ($  bln)  
    • Japan  
    • Mobile  SNS  Make  a  Killing  •  Revenue      $2  billion!  •  Walled  Garden  mobile  app  plaorm  •  Mass  promoJon  TV,  Billboards,  Posters…  •  Publish  +  Develop  1st,  2nd,  3rd  Party  dev.  
    • Mixi  •  Inspired  by   •  Friends  (PC)   •  Mobile  (mobile)   •  FB    (apps,  “like”)   •  Twiver  (micro-­‐blog)  •  21  million  users   •  Pageviews   –  14  million  MAU   –  Mobile    28  billion  PV   –  PC  5  billion  PV  
    • Mixi  Page  (PC)  
    • Mixi  Page  (mobile)  
    • Mixi  •  Revenue  2010    (E)      $166  million   –  Profit  margin        20%  •  2Q2010          $49M   –  Profit  margin        25%   –  Run  rate  2010      $200M  
    • Mixi  |  Users  •  Gender-­‐Balanced   •  90%  above  20  y.o.   Total   Mobile   Total  Mobile  
    • Mixi  |  Pageviews   2009.10   PC   ApplicaJons   Plaworm   2009.08   Mobile  Ad  prices  for  mobile  =  1/3  of  PC  price  
    • Mixi  |  Apps  •  Apps   –  PC  >  1,000   –  Mobile  >  600  •  Apps  contribuJon   –  Minor  for  revenue  <10%   –  High  for  PV  •  Smartphone  UI  “Mixi  Touch”   Machi  Tsuku  (3M  MAU)   by  Unoh  /  Zynga  Japan   Source:  Masaru  Ikeda  @  Asiajin  
    • Mixi  |  Popular  Games   Game MAU Category Developer1 Sunshine Farm 5.4M RPG Rekoo2 Mixi Xmas 2010 2M Entertainment Mixi 3 City Builder 3.3M Simulation Unoh (now Zynga)4 Bandit Nation Royale 4.3M RPG DeNA 5 Star sky bar town 1.5M Simulation CyberX6 Source of Decision 3.2M Fortune Telling Grafio7 Let’s play together 5.5M Entertainment Community Factory8 Funny Face 2M Entertainment Cybird9 Farming story 1.5M Simulation Liveware10 Calm Down Advice 0.3M Fortune Telling Digital Tact
    • Answer   •  CEO  of  DeNA   •  Operates  “Mobile  Game   Town”,  a  top  mobile  SNS   in  Japan  Tomoko  Namba,  CEO  
    • DeNA  •  Revenue  2010      $1.2~1.3  billion  •  Profit  margin      50%  •  Revenue  source      90%  digital  goods  
    • Users  
    • Mobile  Game  Town  |  Open  Plaworm  •  154  partners  companies   •  Avatars  in  open  •  350  Jtles  (July  2010)   plaworm  games  too  •  In-­‐house  games  too   •  Common  currency  
    • Mobage  |  Popular  Games   Game Category Developer1 Bandit Nation Royale RPG DeNA2 “Sengoku” (Warring State) Royale RPG DeNA3 Hokkorina (Okinawa Farm) RPG DeNA4 Hoppin City Simulation DeNA5 Aquasquare Simulation DeNA6 Space Debries Simulation DeNA7 Pirates’ treasure RPG DeNA8 Nobunagas Ambition RPG/Strategy Tecmo Koei 9 Monster Hunter Airu Village RPG Capcom10 Our baseball field Entertainment Kayac
    • DeNA  |  Target:  Global  Leader  
    • Yahoo  Mobage  (PC)   •  Launched  2010.10   •  2M  users  (=  FB  Japan)   •  70  partners,  104  Jtles   •  Rev  share   –  Plaworm    30%   –  OperaJons    13%   –  Developer    57%  
    • By  2014,  DeNA  wants  to  have  $4   billion  in  revenue,  50%  in  Japan  and   50%  overseas.   I  want  DeNA  to  become  a  $40  billion   market  cap  company.  Tomoko  Namba  CEO  of  DeNA  
    • Answer   •  CEO  of  GREE,  top   mobile  SNS  in  Japan   •  #2  youngest  self-­‐made   billionaire  in  the  world   (aser  Mark  Zuckerberg)  Yoshikazu  Tanaka,  CEO  
    • GREE  •  Users        22  million  •  2010  revenue        $600  million  (E)   –  Digital  goods      80%   –  Ads        20%  •  Profit  margin      50%  
    • Adver`sing  Gree  Home   Adver`sing  &  Affiliates   Avatars  &  items   B2C  virtual  goods   Games   (avatar  +  games)  
    • GREE  |  Service  Strategy   Members   SNS   Social  Games   Diary/Notes   Q&A  Community/BBS   Page  views   Virtual  Goods   Media  Ad  Sales   VG  Sales   GREE  
    • GREE  |  Monthly  Page  Views   35.7  Billion   Google  Images  =  30  billion  
    • Self-­‐Published  Games  
    • Fishing  Star   Sea  River  
    • GREE  •  2010.06  |  Open  plaworm  •  2010.10  |  Non-­‐gaming   apps  (27  coming  up)  
    • GREE  |  Popular  Games   Game Category Developer RPG (Card1 Dragon Collection Konami game)2 My Darling is a Celebrity RPG Voltage3 Three Kingdoms RPG Tecmo Koei4 My lover is in the Special Police RPG Voltage Simulation /5 Fashion Coordination Mania Sumzap avatar6 My New Boyfriend RPG Winlight7 Our Love Affairs in College RPG Style Walker8 Love Affairs, Handsome Boys College RPG Voltage9 Princess Love (Hime Koi) RPG Winlight10 The Legend of Derby King RPG Alt Plus
    • Community  Safety  •  DeNA   –  861  employees…   –  Many  doing  content  monitoring   Pipo-­‐kun   Tokyo  Police  Mascot   –  Monitoring  24/7  since  2006.11   –  “Patrol  Center”  built  in  2008.03   Gree’s  Patrol  Center  
    • Who’s  AcJve  in  Japan?  Ac`ve   Not  Ac`ve  •  Zynga   •  Playdom  •  Playfish  /  EA   •  Kabam  •  CrowdStar   •  Digital  Chocolate  •  RockYou   Happy  Aquarium    •  And  also   –  Rekoo   –  Rakoo   –  Five  Minutes  
    • Zynga  in  Japan  SosBank  CEO  Masayoshi  Son  (Les),  Zynga  Japan  CEO  Robert  Goldberg  (Middle)  Mixi  CEO  Kenji  Kasahara  (Right)    
    • Have  you  heard  of…?  
    • CyberAgent  •  History   –  Started  as  ad  network   –  Branched  into  blogs  (10M  users),  virtual  world  &   social  games   –  1,900  employees  •  Sales  2009      $1.1  billion   –  Profit  2009      $55  million  •  Sales  2010  (E)      $1.1  billion   –  Profit  2010  (E)    $98  million  
    •              |  Social  Games  •  DeNA    10  Jtles          •  Gree    3  Jtles      •  Mixi    8  Jtles      •  Facebook  7  Jtles      
    •              |      Social  Games  •  $13M  in  4Q2010   –  Run-­‐rate  2011  >  $50M  (  >  ngmoco  ?)  
    •      |  2D  Virtual  World  
    •      |  2D  Virtual  World  •  PromoJon   –  Leveraging  Ameba’s  blog  plaworm   –  TV  ads  •  Paying  Users   –  80%  are  20  to  40  y.o.   –  70%  female  •  Payment   –  68%  Mobile,  20%  Webmoney,  12%  Credit  Card  
    •                                |  Revenue  split  •  Sales  2Q2010    $10  million  
    •                              |  Subs  &  ARPU   4.3  million  users  (2010.06)   monthly  ARPU  =  $15  
    •                              |  Fishing  Game  
    • Facebook  Making  Inroads  •  Facebook  in  Japan   –  Growing  (2M)   –  Mobile  JP  version   –  Real-­‐Name  •  Why?   –  GDP   –  Online  adverJsing   –  Virtual  goods   KDDI’s  Summer  Line-­‐Up   –  Mobile!  
    • Foreign  Players  in  Japan  •  Zynga   –  Acquired  local  company  Unoh   –  JV  with  Yahoo!  Japan  (#1  portal)  for  games  •  Chinese  social  games  doing  well   –  Rekoo,  Rakoo,  Elex    …  but  for  how  long?  •  Online  games  growing  too   –  Perfect  World  (China)  acquired  local  licensee  
    • Summary:  Japan  •  3  social  plaworms  (+  Facebook)  •  Walled  gardens  •  Mostly  mobile  ($2  bln)  
    • China  
    • Social  Games  Growing  But…  •  Fragmented  market   –  4  compeJng  social  networks   –  Facebook  sJll  blocked  •  SNS  revenue  not  great  (esp.  for  third  parJes)   –  Low  adver`sing   –  Plaworms  develop  games  in-­‐house   –  Rev  share  variable  &  osen  unajrac`ve  
    • …Online  Games  SJll  Dominate  •  Online  games  biggest  money  maker   –  $900M  in  2Q2010   –  Tencent  (20%),  Shanda  (20%),  Netease  (13%)  •  Social  networks  channel  users  to  MMOs  •  China  =  30%  of  global  online  games  market   $4  billion  in  2010   Source:  iResearch,  Lazard  Capital  Markets  
    • Answer   •  CEO  of  Tencent!   •  #3  Internet  company  in   the  world  Ma  Huateng  (Pony),  CEO  
    • QQ  IM  &  QZone  
    • Digital  Goods?  •  Iden`ty  related  •  Game  related  •  Music  related  •  And  more…  
    • Tencent  Bigger  Than  Ever?  •  Sales  2010  (E)    $2.8  billion   –  Sales  1H2010    $1.3  billion   –  Profit  2010  (E)  $1  billion   Internet  penetraJon  sJll  only  30%!  
    • RenRen  •  Claims  to  be  #1  SNS  in  China  •  More  open  than  others  •  Tencent  announced  it  would  open  too  
    • PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
    • Hardware  Innova`on:  “Shanzhai”  ( )  PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
    • PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
    • QQ  Farm  
    • Foreign  Players  in  China?  •  Offices   –  Zynga   –  Playfish   –  Kabam   –  Cmune  •  Games   –  Not  launched  locally  
    • Summary:  China  •  4  social  plaworms  (-­‐  Facebook)  •  Self-­‐serving  plaworms  •  Leader  in  MMOs  
    • Globaliza`on   Durian  Strudel  (Singapore)  
    • Ideas,  Talent  &  Markets  •  Ideas    First  farm  game  =  made  in  China!  •  Dev.    Zynga  (JP,  CN)        Playfish  (CN)        Kabam  (CN)  •  Market    Facebook  (JP,  KR,  SG,  SEA)        Zynga  (JV  with  Sosbank  for  JP)        Rockyou  (JP),  Others?  
    • Nexon  •  Ndoor      M&A    2010.05  Korea  •  GameHi      M&A    2010.05    Korea  •  BoomBang    Invest.  2010.10  Spain  •  Disney  offering  $6  billion?  (rumor)   •  EA’s  market  cap  is  $5.8  billion…  (2010.10)   Source:  +8*,  Nexon  
    • DeNA  •  ngmoco:)  M&A    USA  •  Astro  Ape  Invest.  USA  •  Aurora  Feint  Invest.  USA  •  GameView  M&A    USA  •  Icebreak    M&A      USA  •  TX.com.cn  M&A      China  •  Social  Gaming  Fund  of  $27.5  million  
    • Tencent  •  Riot  Games  M&A    2011.01  USA  •  Sanook    Invest.  2010.08  Thailand  •  Comsenz  M&A    2010.08  China  •  Shenzhen  DN  M&A    2010.04  China  •  DST    Invest.  2010.04  Russia  •  Outspark  Invest.  2008.01  USA  
    • Other  Chinese  Companies  •  Emerging  markets,  Japan,  US  •  Rekoo  &  Yicha  doing  great  with  social  games  •  Shanda  buys  Mochi  Media  (2010.01,  $80M)  
    • China  +  Russia  +  South  Africa   $18B  $3B   $35B   10%   Source:  +8*,  October  2010  
    • DST  |  Digital  Sky  Technologies  •  Invested  $180M  in  Zynga  •  Invested  ~$350M  in  Facebook  (~10%)  •  Invested  $135M  in  Groupon  •  Acquired  ICQ                  for  $188M  •  Mail.ru  (portal),  Astrum  (games)   –  70%  of  all  PV  in  the  Russian  speaking  Internet  
    • NASPERS  
    • Conclusions  
    • Conclusions  •  Social  games  =  growing  fast  •  Online  games  sJll  >  Social  games  (except  Japan)  •  Massive  ads  (TV,  billboards,  etc.)  if  ROI  is  good!  •  Media  proper`es  entering  social  (portals,  blogs)  •  SNS  can  channel  users  to  MMOs  with  bever  ROI  •  Mobile  great  in  emerging  &  advanced  markets  
    • Conclusions  •  CJK  companies  expanding  globally  •  TransiJon  to  digital  goods  is  a  `dal  wave  •  Epiphanies  in  the  West  like  Korea  10  years  ago  
    • Digital  Goods  in  2010  Asia:  $10  Billion   USA:  $2  Billion   Source:  +8*,  2011  
    • Market  PotenJal?  •  From  analog  to  digital   –  Global  video  game  market  >$40  billion   –  In  Korea  >50%  of  ALL  GAMES  =  online  games  •  PotenJal  =  all  games  in  the  world   –  Global  game  market  $120  billion   –  With  digital  goods  dominant  model?  
    • From  Asia  to  the  World   Durian  Strudel  (Singapore)  
    • Facebook’s  First  FPS:  UberStrike  Thursday  2:30pm  Hall  E  |  www.facebook.com/uberstrike    
    • Asia  is  part  of  your  world  too!  What  we  do   –  Best  pracJces  from  Asia   –  Digital  Research  &  Strategy  References   +81  |  Japan   +82  |  Korea   +86  |  China   Telecom  &  Internet   +  Added  Value  Contacts   *  High  quality   –  benjamin@plus8star.com   –  @benjaminjoffe   –  www.slideshare.net/plus8star