• Chris Mills - President
• Chris.Mills@Hitcents.com
• @chrisomills
About Me
3
Chinese Mobile Market Review:
• Market Fragmentation
• Chinese Payment
Systems
• Player Behavior
• Tutorial / Training
•...
4
Visualization of China’s Fragmented Market
5
Where do Installs come from?
Chinese Mobile Payment Types:
6
• Carrier Billing
• 3rd
-Party Payments
Carrier Payments:
7
Third Party Payment Systems:
8
Understanding Chinese Player Behavior
9
Chinese Player Behavior – Lottery / Luck
10
Chinese Player Behavior
11
User Training / Tutorial
12
Drawing your Stickman (Global vs China)
13
Drawing a Friend (Global vs China)
14
Using the “Fire” Pencil! (Global Version)
15
Using the “Fire” Pencil! (Chinese Version)
16
Cultural vs Local
17
Game Main Menu (Global vs China)
18
Chinese Market – Should you consider it?
19
Let’s look at Chinese Data
• TalkingData is the leading mobile data service
provider in China and reaches more than 550
Mi...
Total App Spending US vs China
Total volume of smartphone users continued to rise in each quarter, doubling every six months.
Transitory mobile gamers (p...
Chinese Smartphone Spenders
23
The cumulative proportion of money spenders is 2.5 times that compared to the beginning of ...
Chinese Game Types
24
45% of mobile gamers choose casual games as their primary games
30% choose card/strategy games.
Wher...
Chinese Player Spending
25
Single-player user experience game spend continue to do well. RPG & Card Battle are expected to...
What else do I need to know?
26
App Piracy – The Best Indicator
27
Revenue Split
28
Questions?
30
Stuart Westphal 'First hand experiences of setting up and running a games business in China. And what every western entran...
Upcoming SlideShare
Loading in …5
×

Stuart Westphal 'First hand experiences of setting up and running a games business in China. And what every western entrant needs to know' Hitcents

348 views

Published on

Stuart Westphal 'First hand experiences of setting up and running a games business in China. And what every western entrant needs to know' Hitcents

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
348
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Thank you for coming
    Thanks to Casual Conect
    @ Hitcents We like to share - Big enough market for everyone
  • Hitcents is a 14 year old company and has evolved through time
    Started by twin brothers in high school
    Moved to Shanghai China a year ago
    Have worked in the Chinese mobile market over the last year executively with Chinese
  • Market Fragmentation
    Chinese Mobile Payment Systems
    Player Behavior (Difference from Western to Chinese game playing methods)
    Tutorial / User Traiing
    Localization vs Culturalazation
  • Over 100 channels user’s download content for android
    3 types:
    1) Carrier Stores
    2) Tier 1 and Tire 2 Channels
    3) Hardware Channels
  • 57% comes from PC app download then Usb install
    Limited Bandwidth or no WiFi
  • No such thing as Paid apps in China
    Two different types:
    1) Causal games more Carrier Billing
    2) Mid-Core to Hardcore games use 3rd party payment systems
  • Carrier Billing - SMS payment (No Internet needed)
    3 Payment Systems, 5 SDKS
    Limited amount from 1 RMB to 30 RMB ($.16 to $4.80)
  • Mid to Hard core games with higher payment models
  • Western style games and bringing them to China and tasking China games and bringing them to the West
  • Random / Lottery based systems
    Spend Money but can still lose (think of an iAP that is not a sure thing)
    VIP Cards
    Random advancements or possibility of getting something great
  • “Lucky Draws”
    Chance of success
  • Show our first game to over 20 channels
    Add tutorial, and on and on
    Take you through the changes we made from China
  • If this is a global Game how are you going to approach it?
    Localization is just translating text
    Localization is normally terrible and too literal
    Culturalization requires locals
  • Data you should know
    Questions you should ask
  • Hitcents China partnership with TalkingData
  • Estimated 2014 Mobile Game Revenue– US $3.2 billion vs China 3 Billion
  • Over 550 million active smart phones in China with 528 million users playing mobile games
  • Over 53 million users spending money on mobile games in 2013
  • 39% of users will play a casual game first in china
    45% of users will spend money in a casual game first
    Everyday adults are getting smart phones for the first time in there lives, they play the games they have hard about
  • Average Revenue Per Paid User is about $45 USD per month for Card Battle and $19 USD per month for all paid users
  • Now that I have I given you the data try not to get distracted
    There are other things to help you decide to go to China or not
  • App Piracy, 1 day huge spike in China (Paid App)
  • Understanding Revenue Split
    Payment Systems are going to want 30% plus bad debt
    Because Payment channels are small going to have ot use 3rd party – they want 30%
    You can’t get the payment codes or 3rd party without a publisher – they going to want to split 50/50
    What’s left? 20% (100% of 0 is 0 and 20% of something = something)
    EXTRA:
    - Chinese users first gaming console is phone (No console)
    - Spending $40 USD on a smart phone (Pre – Install Apps)
  • Stuart Westphal 'First hand experiences of setting up and running a games business in China. And what every western entrant needs to know' Hitcents

    1. 1. • Chris Mills - President • Chris.Mills@Hitcents.com • @chrisomills About Me
    2. 2. 3 Chinese Mobile Market Review: • Market Fragmentation • Chinese Payment Systems • Player Behavior • Tutorial / Training • Localization / Culturalization
    3. 3. 4 Visualization of China’s Fragmented Market
    4. 4. 5 Where do Installs come from?
    5. 5. Chinese Mobile Payment Types: 6 • Carrier Billing • 3rd -Party Payments
    6. 6. Carrier Payments: 7
    7. 7. Third Party Payment Systems: 8
    8. 8. Understanding Chinese Player Behavior 9
    9. 9. Chinese Player Behavior – Lottery / Luck 10
    10. 10. Chinese Player Behavior 11
    11. 11. User Training / Tutorial 12
    12. 12. Drawing your Stickman (Global vs China) 13
    13. 13. Drawing a Friend (Global vs China) 14
    14. 14. Using the “Fire” Pencil! (Global Version) 15
    15. 15. Using the “Fire” Pencil! (Chinese Version) 16
    16. 16. Cultural vs Local 17
    17. 17. Game Main Menu (Global vs China) 18
    18. 18. Chinese Market – Should you consider it? 19
    19. 19. Let’s look at Chinese Data • TalkingData is the leading mobile data service provider in China and reaches more than 550 Million unique devices from over 25,000 applications 20
    20. 20. Total App Spending US vs China
    21. 21. Total volume of smartphone users continued to rise in each quarter, doubling every six months. Transitory mobile gamers (people who have played any kind of mobile games) grew in numbers, and the growth rate is 1.5 times that of the industry. In 2013, China has become the largest market of mobile gaming. Chinese Smartphone Active Users
    22. 22. Chinese Smartphone Spenders 23 The cumulative proportion of money spenders is 2.5 times that compared to the beginning of the year. The absolute number of money spenders has increased five times+. More and more people would like to pay for mobile games
    23. 23. Chinese Game Types 24 45% of mobile gamers choose casual games as their primary games 30% choose card/strategy games. Where do players spend their money?
    24. 24. Chinese Player Spending 25 Single-player user experience game spend continue to do well. RPG & Card Battle are expected to continue their strong performance in 2014. With their frequent payment rates and high spending amounts, RPG & card battle are expected to continue their strong performance in 2014
    25. 25. What else do I need to know? 26
    26. 26. App Piracy – The Best Indicator 27
    27. 27. Revenue Split 28
    28. 28. Questions?
    29. 29. 30

    ×