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Next Two Waves for Mobile – Mobile Game Ads & Mobile VR | Atsuo Nakayama

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Next Two Waves for Mobile
-Mobile Game Ads & Mobile VR-
Introduction
2
 Bandai Namco Studios
Singapore Studios(Jan 16’- Present)
• GM of Mobile/VR(Strategy, Teaming)
Vancouver S...
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Next Two Waves for Mobile – Mobile Game Ads & Mobile VR | Atsuo Nakayama

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Delivered at Casual Connect Asia 2016

Considering the growth trend of mobile in the past five years, Atsuo estimates what the next opportunity to target on the mobile platform will be: Ads and VR. Looking back at the broad history of tech hype, he will give exciting insights into the future.

Delivered at Casual Connect Asia 2016

Considering the growth trend of mobile in the past five years, Atsuo estimates what the next opportunity to target on the mobile platform will be: Ads and VR. Looking back at the broad history of tech hype, he will give exciting insights into the future.

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Next Two Waves for Mobile – Mobile Game Ads & Mobile VR | Atsuo Nakayama

  1. 1. Next Two Waves for Mobile -Mobile Game Ads & Mobile VR-
  2. 2. Introduction 2  Bandai Namco Studios Singapore Studios(Jan 16’- Present) • GM of Mobile/VR(Strategy, Teaming) Vancouver Studios(Dec 13’-Dec 15’) • Studio Head(Strategy, Teaming, HR/Finance, Bizdev)  Deloitte • Marketing Research • Organization Change  DeNA • Business Development • Marketing • Monetization consulting  Recruit Staffing(HR) • Account Management • Corporate Strategy(M&A, Management) Atsuo Nakayama GM of Mobile/VR Dep Bandai Namco Studios Singapore Blockbuster Hits: Changes in Theory and Practice(2013) Theoretical analysis of hit contents around Movie, TV contents, Comics, Animation, and Game Publication The Third Wave of JP games(2015) Comparative analysis of JP/US mobile game market backed by deeply industrial experience Why only Social Games are Profitable Games(2012) The core mechanism to make it happened and how Japanese user devote to higher ARPU game Mobile Works
  3. 3. Next Two Waves for Mobile 3 next two waves for mobile How long does Apps Market last?
  4. 4. 4 Global Game Market ※Source:Shinra 1st Wave 2ndWave 3rdWave $80B $160B $20B Mobile $20B! Game experienced 3rd Biggest Wave of Innovation: “Mobile” next two waves for mobile Mobile Market Trend
  5. 5. 5 Apple/Google IAP Market(Reginal Split) Except for China, IAP market hits to the roof ※Source:IR, Appannie, Estimation(CN: “Android” share=65% in 14’, 70% in 15’ ) ※West=US, CA, AU, UK, GR, FR next two waves for mobile $M Mobile Market Trend 15’ $20B 14’ $15B 13’ $7.5B 12’ $2.5B
  6. 6. 6 next two waves for mobile Mobile(IAP) starts to saturate…
  7. 7. 7 next two waves for mobile iPhone(Hard) hit the roof in 15’, leads to IAP roof as well ※Source:KGI Research iPhone Trend M iPhone Shipments
  8. 8. 8 next two waves for mobile Mobile(IAP) really starts to saturate… How long one trend lasts?
  9. 9. next two waves for mobile9 ※Source:IR, Ministry of International Affair, IR, Appannie, Estimation Trend lasts 5 years. 2017 is timing to shift trend $M $M JP Mobile Market History Carrier Platform (03’ to 07’) Web Platform (08’ to 12’) Apps Platform (13’ to 17’) How long one trend lasts?
  10. 10. 10 next two waves for mobile 5 years. 2017’ is the next Shift To where?
  11. 11. In-Game Ads 11 next two waves for mobile
  12. 12. In-Game Ads 12 next two waves for mobile 87% Completed watching a 30-sec VideoAds
  13. 13. 13 Mobile(IAP/Ads) Market In this year, 16’, Ads sales will overcome IAP’s mark ※Source:Appannie, Ads Market estimated by 2014’s IAP/Ads Share by countries, e-marketer(Chinese mobile ads market is not included) next two waves for mobile 5,000 11,000 17,000 25,000 35,000 In-Game Ads $M
  14. 14. 14 next two waves for mobile And・・・?
  15. 15. 15 next two waves for mobile VR Game
  16. 16. next two waves for mobile16 16’ $5,100M? 17’ $8,900M? 18’ $12,300M? 25’ $10,000M- $30,000M 15’ $20,500M 16-17’ $23,000M Mobile Market 15’ $600M? VR Market 11’ $1,500M 14’ $15,000M 12’ $2,500M 13’ $7,500M Mobile/VR Market Like mobile growth, VR positioned at its’ dawn era ※Source:SuperData(VR), Appannie(Maturity’s Data) VR Game 12’ 13’ 14’ 15’ Ave Estimate Time to Maturity after release 180weeks 130weeks 50weeks 20weeks
  17. 17. next two waves for mobile17 AR VR IoT Smart Robot Voice Recognition Less than 2 years 5 to 10 years VR will steadily penetrate into mainstream ※Source:SuperData Hype Cycle for Emerging Technologies(15’) Internet Web Service 2 to 5 years Software as Service Tablet PC Internet Micro Payment AR Hype Cycle for Emerging Technologies(05’) VR Game
  18. 18. VR Game 18 next two waves for mobile We don’t meet “Success worth to follow” in mobile VR yet DL:4,949 Rev:$238 Median KPI Monthly Titles:397 ※Source:Appannie, iOS “VR” searched apps Categorize:73
  19. 19. 19 next two waves for mobile  Blooming App flashes it’s roof(07’-16’)  IAP will stop the growth soon  Ads will be 2nd boost to monetize it’s prosperity  VR open new world(17’-26’)  The matter is not what it happens but when/how it happens We face the next 2 big waves: Ads/VR Key Take Away
  20. 20. 20 next two waves for mobile Who we are Founded on Apr 2012 Bandai Namco Studios Founded on Mar 2013 Bandai Namco Studios Vancouver Founded on Mar 2013 Bandai Namco Studios Singapore Founded on Mar 2016 Bandai Namco Studios Malaysia Mobile Arcade Console Art Mobile/VR Art
  21. 21. 21 next two waves for mobile Q&A

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