GDC 2013:Differences between China & West:The Opportunity for mobile games in China

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This is the PPT from GDC 2013. It's really helpful for understand what the most difference between China & West mobile market.

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GDC 2013:Differences between China & West:The Opportunity for mobile games in China

  1. 1. Heaven Wu MUHE Network
  2. 2. First Let’s look at something interesting…
  3. 3. Breakfast Dumplings Bread
  4. 4. Commute Read news & Play Games Focus on Driving
  5. 5. Dinner Take photos first Playing with a phone is very impolite
  6. 6. Drama It will publish on Nov. 2013 in US Hope American could understand the drama of Chinese emperor.
  7. 7. ChinaJoy & E3 What did Google do? …
  8. 8. Mobile Games Card Battle Simulation & Strategy
  9. 9. China Game Market Overview 4,965 2,313 1,308 602 523 12 0 1,000 2,000 3,000 4,000 5,000 6,000 MMORPG Casual Client Game Web Game Social Game Online Game Market Mobile Game Market Console Game 2012 China Game Market (xMillion USD)
  10. 10. China Game Market Summary • Console Games are not popular in China. • MMORPG first exploded. • Browser Games then boomed. • Paid games attract few players in China. • F2P games are rapidly developing in China.
  11. 11. Differences in Marketing • There are no OPEN mobile social platforms. • Mobile advertising has not been well-developed.
  12. 12. Differences in Distribution Channels iOS Android West China PP助手 30+ Channels
  13. 13. Differences in Operation • Different Orientations of marketing and operation (User acquisition + Operation activities + Customer service) – The overseas companies are Pruduct-Oriented. • Improve functions – Acquire Data – Keep Optimization – Chinese companies are Operation-Oriented. • Promotion campaigns – Lift ARPPU and Purchase Rate • Hierarchy in costumer service • Motto for Asia: “All metric performances can be changed by operation events.”
  14. 14. Differences in Players • Huge income gap in Chinese players – Purchase Rate=2% ,Monthly ARPPU=$150 • Hard-Core players dominate the market – 80% revenue accounts for 20% players • Distinctive consumption behaviors – Equipment, limited products and acceleration are cognitive items for Chinese players.
  15. 15. Differences in Payment • Big orders are essential for Chinese company. – iOS: 99 USD / order – Android: 2000 USD / order • Alipay and Carrier Billing are also the popular payment methods.
  16. 16. Differences in Monetization Rank Competition VIP Level (Paid User)
  17. 17. Current Product Trends in China TOP 25 2013.03 2013.09 Card Battle 11 8 SLG 7 6 MMORPG 4 5 Casual 2 3 • Card Battle Games hit 2013 • SLG shares reasonable market space • MMORPG grows, similar to PC client game • Casual game market would be monopolized by WeChat • Only COC and MA are imported
  18. 18. Overseas Product Opportunities • High quality casual games – Angry Birds, Temple Run, Where’s My Water already hit China • Blank record of western online mobile games – Clash of Clans has no android version – 10+ copy COC in china android market • Don’t try the unfamiliar game theme – Three kingdoms,Martial Arts • High quality & long life-time-circle product – China will become the country with the most amount of mobile game products. – China’s product need more improvement in short term.
  19. 19. Key Factors for Western Online Games in China Market • Localization (Game Contents & Marketing Contents) • Coverage of TOP distribution channels • Operation events planned for Chinese players • Adjustment of Chinese monetization • Powerful local service
  20. 20. MUHE Network • Start up in 2010 • Now 330 employees (60% in development dept.) • Globalization Vision • Devoting in Mobile Game Development and Publish • Already covered Chinese, Korean, Japanese, English, German, French, Russian, Portuguese markets
  21. 21. Thank you Heaven Wu Vice President MUHE Network Email: heavenwu@muhenet.com Wechat:heavenwu

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