Japan‘s Social Gaming Market 2013:
Status Quo & Key Trends
By Serkan Toto, PhD
www.serkantoto.com
1	
  
About Me
• CEO and founder of Kantan Games, KK
• Social and mobile gaming industry consultant
• Advisor for startups in Ja...
Current Favorite (Mobile) Game
3	
  
Current Favorite (Mobile) Game
4	
  
Visit My Website For Free Information On
Japan’s Mobile Game Industry
(http://www.serkantoto.com)
5	
  
Contact Information
Twitter: @serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: serkan AT serkantoto.com
6	
  
Agenda
I: Status Quo Of Japan’s Social Gaming Market
II: 13 Key Trends In Japan
7	
  
I: Status Quo Of Japan’s Social
Gaming Market
8	
  
Japan‘s Unique Social Landscape
	
  	
  
•  4 homegrown social networks with 25-50
million registered users each:
– Mixi (...
Fragmented Game Market
	
  	
  
•  ~300-400 social game providers in Japan.
•  20+ game platform providers (all mobile).
•...
Japan‘s Social Gaming Ecosystem
11	
  
Size Of Japan‘s Social Gaming
Market
-> Projection from Yano Research, January 2013
12	
  
Size Of Japan‘s Social Gaming
Market
-> Projection from Nomura Research, January 2012
	
  	
  
Image credit: The Nikkei
13...
Social Is Bigger Than Video Gaming
-> Data from Yano Research, February 2013.
	
  	
  
14	
  
Extremely High Paying User Ratio
-> Morgan Stanley offers more insight.
15	
  
Spending Patterns
-> Not much difference compared to other regions
16	
  
4 Big Reasons Why Japanese Play
Social Games
17	
  
The Top 5 User Demographics For
Social Games
18	
  
Some User Data From GREE
19	
  
II: 13 Key Trends In Mobile Gaming
In Japan (And Asia)
20	
  
Trend 1: Smartphone And Tablet
Revolution
	
  	
  Source:	
  Impress	
  R&D	
   21	
  
Trend 1: Smartphone And Tablet
Revolution
	
  	
  Source:	
  MM	
  Research	
  Ins>tute	
   22	
  
Trend 2: Shift To The App Economy
23	
  
Trend 3: Rise Of The Chat Apps
24	
  
Trend 3: Rise Of The Chat Apps
25	
  
Trend 4: Competition In Platforms
26	
  
Trend 5: User Acquisition Costs
Rise
27	
  
Trend 6: Puzzle & Dragons Hype
28	
  
Trend 6: Puzzle & Dragons Hype
29	
  
Trend 6: Puzzle & Dragons Hype
30	
  
Trend 6: Puzzle & Dragons Hype
Image credit: Social Game Info 31	
  
Trend 6: Puzzle & Dragons Hype
Source: App Annie 32	
  
Trend 7: Next-Gen Social Games
33	
  
•  There are now payment caps for younger
players on DeNA and GREE.
•  Real-money, off-platform trading of virtual
items i...
Trend 8: Regulation (?)
35	
  
Trend 8: Regulation (?)
36	
  
Trend 9: Card Battle Fatigue (?)
37	
  
Trend 9: Card Battle Fatigue (?)
38	
  
Trend 9: Card Battle Fatigue (?)
39	
  
Trend 9: Card Battle Fatigue (?)
40	
  
Trend 9: Card Battle Fatigue (?)
41	
  
Trend 10: Diversification
42	
  
Trend 11: Internationalization
43	
  
Trend 12: Salaries Are Rising
44	
  
Image credit: Yusuke Ando (Slideshare presentation, 2009)
Trend 12: Salaries Are Rising
45	
  
Trend 12: Salaries Are Rising
46	
  
Trend 13: The Gaijin Are Coming
47	
  
Thank you for listening!
Questions?
48	
  
Contact Information
Twitter: @serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: serkan AT serkantoto.com
49	
  
Upcoming SlideShare
Loading in...5
×

Japan‘s Social Gaming Market 2013: Status Quo & Key Trends (Insert Coin Tokyo Event)

1,563

Published on

I gave this presentation on July 17, 2013 in Tokyo, at the inaugural Insert Coint event.

Published in: Technology, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,563
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
52
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Japan‘s Social Gaming Market 2013: Status Quo & Key Trends (Insert Coin Tokyo Event)

  1. 1. Japan‘s Social Gaming Market 2013: Status Quo & Key Trends By Serkan Toto, PhD www.serkantoto.com 1  
  2. 2. About Me • CEO and founder of Kantan Games, KK • Social and mobile gaming industry consultant • Advisor for startups in Japan and the US • Japan contributor for TechCrunch.com • Based in Japan since 2004 • Hardcore gamer • Personal site: http://www.serkantoto.com 2  
  3. 3. Current Favorite (Mobile) Game 3  
  4. 4. Current Favorite (Mobile) Game 4  
  5. 5. Visit My Website For Free Information On Japan’s Mobile Game Industry (http://www.serkantoto.com) 5  
  6. 6. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com 6  
  7. 7. Agenda I: Status Quo Of Japan’s Social Gaming Market II: 13 Key Trends In Japan 7  
  8. 8. I: Status Quo Of Japan’s Social Gaming Market 8  
  9. 9. Japan‘s Unique Social Landscape     •  4 homegrown social networks with 25-50 million registered users each: – Mixi (80%+ mobile social networking) – GREE (mobile social gaming) – Mobage (mobile social gaming) – LINE (mobile chat application) •  Twitter: 30+ million users •  Facebook: 19+ million MAU 9  
  10. 10. Fragmented Game Market     •  ~300-400 social game providers in Japan. •  20+ game platform providers (all mobile). •  2 dominant companies as platform and game provider hybrids: GREE and DeNA (“Facebook+Zynga in 1“). •  LINE (since July 2012), Kakaotalk (February 2013), and dgame (December 2012) emerge as domestic competitors. 10  
  11. 11. Japan‘s Social Gaming Ecosystem 11  
  12. 12. Size Of Japan‘s Social Gaming Market -> Projection from Yano Research, January 2013 12  
  13. 13. Size Of Japan‘s Social Gaming Market -> Projection from Nomura Research, January 2012     Image credit: The Nikkei 13  
  14. 14. Social Is Bigger Than Video Gaming -> Data from Yano Research, February 2013.     14  
  15. 15. Extremely High Paying User Ratio -> Morgan Stanley offers more insight. 15  
  16. 16. Spending Patterns -> Not much difference compared to other regions 16  
  17. 17. 4 Big Reasons Why Japanese Play Social Games 17  
  18. 18. The Top 5 User Demographics For Social Games 18  
  19. 19. Some User Data From GREE 19  
  20. 20. II: 13 Key Trends In Mobile Gaming In Japan (And Asia) 20  
  21. 21. Trend 1: Smartphone And Tablet Revolution    Source:  Impress  R&D   21  
  22. 22. Trend 1: Smartphone And Tablet Revolution    Source:  MM  Research  Ins>tute   22  
  23. 23. Trend 2: Shift To The App Economy 23  
  24. 24. Trend 3: Rise Of The Chat Apps 24  
  25. 25. Trend 3: Rise Of The Chat Apps 25  
  26. 26. Trend 4: Competition In Platforms 26  
  27. 27. Trend 5: User Acquisition Costs Rise 27  
  28. 28. Trend 6: Puzzle & Dragons Hype 28  
  29. 29. Trend 6: Puzzle & Dragons Hype 29  
  30. 30. Trend 6: Puzzle & Dragons Hype 30  
  31. 31. Trend 6: Puzzle & Dragons Hype Image credit: Social Game Info 31  
  32. 32. Trend 6: Puzzle & Dragons Hype Source: App Annie 32  
  33. 33. Trend 7: Next-Gen Social Games 33  
  34. 34. •  There are now payment caps for younger players on DeNA and GREE. •  Real-money, off-platform trading of virtual items is still a problem. •  Certain bingo/lottery-like gaming mechanics are banned. •  Odds of winning are now disclosed in gacha. •  JASGA has been established. Trend 8: Regulation (?) 34  
  35. 35. Trend 8: Regulation (?) 35  
  36. 36. Trend 8: Regulation (?) 36  
  37. 37. Trend 9: Card Battle Fatigue (?) 37  
  38. 38. Trend 9: Card Battle Fatigue (?) 38  
  39. 39. Trend 9: Card Battle Fatigue (?) 39  
  40. 40. Trend 9: Card Battle Fatigue (?) 40  
  41. 41. Trend 9: Card Battle Fatigue (?) 41  
  42. 42. Trend 10: Diversification 42  
  43. 43. Trend 11: Internationalization 43  
  44. 44. Trend 12: Salaries Are Rising 44   Image credit: Yusuke Ando (Slideshare presentation, 2009)
  45. 45. Trend 12: Salaries Are Rising 45  
  46. 46. Trend 12: Salaries Are Rising 46  
  47. 47. Trend 13: The Gaijin Are Coming 47  
  48. 48. Thank you for listening! Questions? 48  
  49. 49. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com 49  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×