Paradigm Shift in GlobalOnline Game Publishing- Games Solution Centre - 1
Presentation Summary• The state of game industry.• Emergence of Mobile Internet & Mobile Games.• Expanding gamers demographic.• Paradigm shift in online game business.• Challenges in building global online game business.• Trend & Direction in Game Industry .
From MMO Gamers MMO Gamers Profile: • Tend to be younger, age between early teens to early twenties. • Dependent on their allowance from parents. • Price sensitive. • Game retailers & 7 Eleven are popular place for them to buy their game top-up. • Play their games at iCafe & home. • Playing game as serious fun and as their main form of entertainment.
To Social Gamers Social Gamers Profile: • Tend to be older, age between late teens to early forties. • Convenient factors are priority. • They don’t mind spending slightly more as long as it is more convenient for them. • Credit card, Internet banking & mobile top-up are their favorite payment mode. • Play their games on their laptop everywhere, at home, office, Starbucks, airport, etc. • Playing game to pass time & relaxation. • Tend to be first time gamers.
Paradigm Shift in Online Game Business Web / Mobile CasualHardcore Console / PC
Territory / Country Base Publishing Value Chain Model
Territory / Country Base Publishing Challenges• Local publisher bear the main risk if the game they are signing will not be popular in their territory.• Game developers has to support many different versions of the games stretching their development team.• Compartmentalizing the game territory coverage diminish the longtail effect of the game monetization.• Difficult to forecast the growth of the game within particular country, making the whole investment for servers, bandwidth and man power very risky.• Intrusion of same game from other publisher in different country.
Challenges in BuildingGlobal Online Game Business
Which Platform To Choose (iOS)iOS - iTunes AppStore• Great game monetization with iOS emerging as popular mobile game platform• 30% rev share cut for Apple, payment mainly through credit card & iTunes card• Apple start looking to distribute iTunes card in Asia, beginning with Korea.• iTunes app store is also very crowded place (data from 148apps.biz) 31
Which Platform To Choose (Android)Android AppStores• Open app stores concept, but it is highly fragmented.• eCommerce site, handset maker, and telco operator all are building their own Android app stores.• Mixture of payment service.• It does not monetize as well as iOS AppStore (only 24% of iOS revenue) 34
Which Platform To Choose (Facebook)Facebook Apps• Games are the killer apps on Facebook & it has created mega company like Zynga, King.Com• Consolidation of monetization using Facebook Credits as default top-up.• Tricky to manage fraud as game owners are responsible to look after the fraud themselves.• Very crowded market place and dominated by big boys: Zynga, EA/Playfish, King.Com.• Fragmented payment options with big gap in pricing.• Localize pricing by mid 2013• Facebook also losing more players to mobile. 42
Facebook App CenterFacebook direct 146 million of its usersTo iOS & Android app stores in the past30 days (Casual Connect Seattle 2012). 45
Facebook Prioritize Its Usershttp://www.businessinsider.com/sometimes-facebook-destroys-startups-built-for-its-platform-2013-3 46
Which Platform To ChooseSelf Publish Web Platform & Other Regional Platforms• Total control and ownership of the site.• Total control on payment flow and better revenue share.• Required substantial marketing dollar to grow the users.• To leverage on Facebook Connect.• Use mixture of self publish web platform, regional & global platform. 47
Pricing Parity Issue• More relevant to games with virtual items monetization and less relevant to single player pay per download mobile game apps.• Prioritize your target gamers: - Gamers from developed country with high ARPU but lower number of players, or - Gamers from developing country with lower ARPU but higher number of players.• Popular games with high virtual items pricing, tend to attract local game clones in developed country.• Publish your games in multiple platforms & apply pricing parity in different platforms to target different market with different buying power.• The Economist’ Big Mac index provide good pricing parity index. 49
Content & Marketing Localization• Use crowdsourcing to localize your game language & work with your local gamers community to coordinate the localization.• Work with local & regional payment channels to promote your games to local gamers.• Run special promotion targeting at local gamers. 50
Take Home Points• Migrate to cloud base servers if possible.• Choose platform that best suited for your games.• Apply pricing parity on your game items. If you price your items for Asian users, you wont have any pricing parity issue.• Not all payment companies are created equal, work with payment company which can provide local support for your games.• Game industry is becoming specialize, choose your niche well, focus on the development & monetization, grow the game globally, and have fun while doing it.
:) Thank you question & discussion Contact: Rivai Adidharma (Sr VP International Business) MOL Global Pte Ltd Email: email@example.com Web: www.mol.com| | | | DIA Brand Consultants
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