Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The India Gaming Opportunity | Rohith Bhat

323 views

Published on

Delivered at Casual Connect Asia 2016

Smartphones and India have become synonymous in the recent past. India is one of the fastest growing smartphone markets in the world. Early indicators suggest that India’s mobile games market will triple in the next few years, reaching $1.2 billion by the end of 2018. This session will give the audience an insight into the current state of affairs and the immediate opportunities in the mobile gaming space.

Published in: Technology
  • Be the first to comment

The India Gaming Opportunity | Rohith Bhat

  1. 1. THE INDIA BREAKDOWN Rohith Bhat CEO, 99Games
  2. 2. ABOUT 99GAMES SPELLUP FAN: THE GAME 17 GAMES 31 MIL DOWNLOADS 13 AWARDS BACKED BY KALAARI CAPITAL AND ASCENT CAPITAL INDIA’S MOST DOWNLOADED GAME (DHOOM 3: THE GAME) INDIA’S MOST SUCCESSFULLY MONETISED GAME (STAR CHEF) STAR CHEF DHOOM:3 THE GAME
  3. 3. INDIAN SMARTPHONE USAGE India set to beat U.S. to become the world’s second largest smartphone market in 2017 Population 1.25 BIL Mobile Subscribers 1 BIL Smartphone Users 220 MIL Android Users 90%
  4. 4. INDIAN SMARTPHONE MARKET India is the third largest country in terms of number of downloads on Google Play Mobile App Downloads increased by 125% in 2015 as compared to 2014 An average smartphone user has approx. 18 apps in India, with 63% users under 25 years Time Spent in Gaming: 48% vs 25% in Asia and 14% in US Android - 90%, iOS - 9% and Other - 1% in terms of Installs by OS
  5. 5. INDIA DIGITAL GAMES MARKET SEGMENT MARKET SHARE REVENUE (MIL) Y-O-Y CHANGE MOBILE 49% $415.8 + 64% FREE - TO - PLAY MMOS 21% $183.2 +20.4% SOCIAL 16% $139.5 -1.4% DIGITAL CONSOLE 2.7% $22.9 +23.9% PC DLC 3.5% $29.5 +18.5% PAY - TO - PLAY MMOS 7% $63.0 -12.3% DATA DERIVED FROM SUPERDATA RESEARCH
  6. 6. INDIA MOBILE GAMES MARKET $13.07 ARPPU DATA DERIVED FROM SUPERDATA RESEARCH 184 MIL MAU 1.53% Conversion Rate Action and Casual games are the most popular genres $36.8 MIL Total Spending
  7. 7. KEY MOBILE GAMING MARKETs in 2015 DATA DERIVED FROM SUPERDATA RESEARCH * ARPPU = Average revenue per paying user ** Payer Conversion • Japan, Korea are high ARPPU and Conversion but lower MAU Markets • China is a low ARPPU and Conversion but high MAU market • However, China accounts for 27% Revenue with 54% MAU which implies that the higher MAU make up for lower conversion and ARPPU • India will follow the China trajectory 37% 26% 27% 3% 7% 3% 11% 22% 54% 10%Revenue Monthly Active Users $26 5.3%USJP $60* 6.5%** $19 2.9%CNKR $54 5.0% $15 1.9%IN
  8. 8. TWO INDIAS • India • 60–80m population which is English speaking • Travel globally and habits of similar to users in UK or US • Consume global (western) content be it Movies, Music,TV or Games • Most already on smartphones and use it for mobile transactions • Bharath • 1.15 billon people who are non-English speaking • Consume local content be it Movies, Music,TV • Most of the smartphone growth will come from this population • Getting on Internet for the first time from a phone, new to commerce from phone.
  9. 9. Google Play App Store WHAT ARE INDIAN MOBILE GAMERS PLAYING?
  10. 10. • Android dominated • Google Play most dominant distribution channel • Other online distribution like 9Apps, Operator decks getting established • Alternate distribution channels yet to be established - will change over time • Players are very conscious of data usage - will change over time • Ad revenue trumps IAP Revenue (low credit card penetration) • 90% monetization happens via Ads or Brand integrations - will change over time • Online transaction habits are still forming - will change over time • Top Grossing lists dominated by Global titles • Music, Movies,TV are all dominated by Indian content, will happen with Gaming too. • Dearth of good quality local content an opportunity for devs CHALLENGES & OPPORTUNITIES
  11. 11. • A game about Connections where fans aspire to meet Shah Rukh Khan • 40MB Game on Android - 7165 Levels • Crossed 1 million downloads in 3 weeks of launch • 2000 Twitter followers in 2 weeks • 5-Star rating on Google Play for 2 weeks • Revenue: 80% Ads, 20% IAP • Revenue: 40% - Android, 60% - iOS • Downloads:Android = 100x iOS Android iOS CASE STUDY - FAN: THE GAME
  12. 12. WORKING WITH SUPERSTARS OF BOLLYWOOD WITH COMBINED FAN FOLLOWING OF 2 BILLION PEOPLE POPULARLY KNOWN AS KING KHAN OF BOLLYWOOD, HAS SIGNIFICANT FEMALE AND MALE DEMOGRAPHY FANS IN ASIA AND INDIAN DIASPORA WORLDWIDE AAMIR KHAN DHOOM:3 THE GAME SHAH RUKH KHAN FAN: THE GAME SALMAN KHAN SULTAN: THE GAME ONE OF THE MOST POPULAR AND INFLUENTIAL ACTOR OF BOLLYWOOD WITH FAN FOLLOWING ACROSS ASIA AGAIN, ONE OF THE MOST POPULAR AND COMMERCIALLY SUCCESSFUL ACTOR OF BOLLYWOOD WITH PREDOMINANTLY ACTION ORIENTED MALE FANBASE IN ASIA AND INDIAN DIASPORA WORLDWIDE
  13. 13. Building Global Brands, Serving Local Fun rohith@99games.in @rohithbhat
  14. 14. FAN: THE GAME LAUNCH

×