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Ben Liu, NetEase Games

Chinese Mobile Game Market
Рынок мобильных игр в Китае

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Ben Liu, NetEase Games

  1. 1. The Chinese Mobile Market and How to Enter it June 2016
  2. 2. About us
  3. 3. 01 An Introduction to the Chinese Market
  4. 4. 战略研究中心赢在起点 Mobile Gamers Mobile Device Users Mobile Users VS. Mobile Gamers 4% 76% 2010 35 million mobile gamers 2015 314.8 million mobile gamers Source: EEDAR Deconstructing Mobile Gaming
  5. 5. 战略研究中心赢在起点 Mobile Games PC Games Web Games Others (Console, TV) 2010 Total mobile game market volume is 1 billion RMB, compared with the whole game industry at 33 billion RMB 2015 Total mobile game market volume is 51 billion RMB, compared with the whole industry at 140 billion RMB 84% 3% 13% 46%38% 16% 0.2% A Massive Market, Mobile-Lead Source: China Game Industry Annual Report
  6. 6. 战略研究中心赢在起点 4,75 6,74 7,34 7,93 9,84 11,14 12,28 13,10 2,43 3,32 3,86 3,68 4,05 6,17 6,54 6,85 0,00 2,00 4,00 6,00 8,00 10,00 12,00 14,00 14Q1 14Q2 14Q3 14Q4 15Q1 15Q2 15Q3 15Q4 Total Revenue TOP10 Revenue The total market volume is still growing, but at a slower pace. Market Trends Top 10 grossing games take more than half of the revenues Unit: Billion RMB
  7. 7. 战略研究中心赢在起点 Game Trends: China 0,45 3,06 0,60 1,43 0,44 1,36 1,28 2,25 1,85 2,30 2,83 0,72 0,94 0,52 0,42 14Q4 15Q4 Turn-based MMO 6% 2.5D MMO 8% ARPG 17% Card games 28% Strategy 9% Casual 29% Turn-based MMO 24% 2.5D MMO 11% 3D MMO 3% ARPG 10% Card Games 14% Strategy 7% Casual 22% MOBA 3% Shooting 4% Go MMO Less casual. Shooting, MOBA are new, growing genres. Source: NetEase Strategy Development Center Unit: Billion RMB
  8. 8. It’s not just the Apple App Store and Google Play… Android: 400 stores iOS: AppStore vs. Jailbroken Stores Source: Newzoo Data 2016.04 360 Assistant 24% Baidu 19% Huawei 7% Vivo 5% Others 5% Oppo Store 5% HiMarket 5%
  9. 9. In China distribution choice comes at a price.. Advertising space Apple takes a 30% cut Android distributors take 40—60% Distributors compete and offer preferential terms to big customers or high-potential titles
  10. 10. 02 How to Enter the Chinese Market
  11. 11. The Road to China – 3 Choices 3. Be surprising1. Be better 2. Be modest Bring to market what no game has brought before. Compete head-on Don’t aim for the top 100
  12. 12. Decide What You Want Just testing the waters? Is China one piece of a larger puzzle? Or are you ready to go all in?
  13. 13. There’s Room for a Unique Approach
  14. 14. Otherwise There Are Certain Must haves! Free to Play PvP and/or Co-op Suitable Art Easy Controls
  15. 15. Mainstream Art Style and Background Story - Examples Art: Cute (big head), Chinese Story: Westward Journey (Classical Chinese literature) Art: Cute, leaning to realism Story: Western magical world Art: Cartoon, Exaggerated, Lively Story: No particular storyline, virtual world 1 2 3
  16. 16. FIND A PARTNER Remember it’s a partnership Be flexible Commit to the territory
  17. 17. NetEase Development Philosophy Apply IP to proven gameplay only Gameplay over Monetization Design Attract users to spend their prime time, not their bathroom break. IP is the icing on the cake, not a bait- and-switch tool Make games that players like to play. Money will come. NetEase games are designed to engage users for several hours per day
  18. 18. THANKS Kristina Blanco: Kristina@netease-na.com

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