Mobile Gaming Asia: Market and Forecast Analysis


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Mobile gaming is enjoying solid growth in terms of revenue and market share. It is estimated to hit $54 Billion global market
value by 2015. The Asian region leads the mobile gaming market with approximately 40% market stake. The greater Asia Pacific
region as well as emerging markets such as the Middle East are also high growth areas.
This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the mobile
gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile
gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game development
companies, key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country and
telecom operator. The report also includes analysis of the gaming business value chain and developing trends.

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Mobile Gaming Asia: Market and Forecast Analysis

  1. 1. Mobile Gaming AsiaMarket and Forecast Analysis November 2011
  2. 2. Overview:Mobile gaming is enjoying solid growth in terms of revenue and market share. It is estimated to hit $54 Billion global marketvalue by 2015. The Asian region leads the mobile gaming market with approximately 40% market stake. The greater Asia Pa-cific region as well as emerging markets such as the Middle East are also high growth areas.This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the mobilegaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mo-bile gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game develop-ment companies, key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country andtelecom operator. The report also includes analysis of the gaming business value chain and developing trends.Mobile Gaming Technology in the report:Windows Phone, Windows Phone 7.5 / Mango , webOS, Apple iOS, Android, Symbian, BlackBerry OS, Bada, Brew, DoJa, JavaME , WIPI, Maemo, MeeGo, SHR, Linux, LiMo 4, Boot 2 Gecko (B2G), Aliyun OS, Tizen, MeltemiMobile Gaming Genres in the report:Action, Action-adventure, Adventure, Role-playing, Simulation, Sport, StrategyCountries in the report:China, Japan, Korea, Russia, Australia, India, Indonesia, Thailand, Philippines, Malaysia, Singapore, Vietnam, Hong Kong, Mon-golia, New Zealand, Taiwan, Bangladesh, Sri Lanka, Pakistan, Turkey, Iran, Israel, Saudi Arabia, Afghanistan, Iraq, Syria,UAE , Egypt, Kazakhstan, Kyrgyzstan, UzbekistanCompanies in the Report:Game Developers and PlatformsGREE, DeNA, Tencent, Mig33, PapayaMobile, Electronic Arts, Gameloft, Rovio, Mobilenter, Tomb Raider, zynga, Poker, SmartCell, Palm, Scoreloop, Qualcomm, Oracle, HTC, LiMo Foundation, Mozilla Corporation, Alibaba, SCVNGR, IGT, inTouchGames, Alchemybet Ltd, Neo Games, Playn GO, Play tech, Probability, Slotland, Spin 3, ThePhoneCasino, Icelands CCPGames, SUN, Rhomobile, PopCap Games, Valve, Glu, Ngmoco, Magmic, Disney Mobile, Punch, Sina Weibo, Grasshopper, Ulti-Zen Games, TheMobileGamer, GameBrains, Phoenix Game Studios, Unreal Mind, Tantalus Asia, 5th Cell Media, MultimediaDevelopment Corporation, Cyberplanet, Chiang Mai Digital Works, Esoft Interactive, Anino Entertainment, The Animation Coun-cil of Philippines, Mikoishi, NextGen, Envisage Reality, Inerworx, Media Development Authority, Zipline, Unity, Epic Games, Sib-blingz, Pocket Gems, LYTO, GOGAME Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  3. 3. Network OperatorsChina Mobile, China Unicom, Airtel (Bharti), Reliance Communications. Telkomsel, NTT DoCoMo, Viettel. Smart Communica-tions, VimpelCom, SingTel, Axiata Group Berhad, Saudi Telecom Company (STC), Etisalat, Maxis, Turkcell, Qtel, Telstra,Grameenphone, Indosat, Mobicom, Vodafone, Mobilink, AIS Thailand, Mobile Communications Company of Iran (MCI), Cellcom,sprint, Verizon, AT&T, U.S. Cellular, Vodaphone, Orange, T Mobile, Altel,SoftBank, KDDI, Telia Sonera, Telenor, Orascom, Vir-gin Mobile, TeliaSonera, MTS, China Telecom, SoftBank, KDDI, Emobile, SK Telecom, Korea Telecom, LG U Plus, Telekomin-vest, Alpha Group, Delta Telecom, Mobile TeleSystems, Optus Mobile, TPG, Savvytel, Crazy Johns, Boost Mobile, Amaysim,Vivid Wireless, Unwired, Think Mobile, DODO, Woffle, Startel, DEUO, Tru, Everyday Mobile, Lebara Mobile, Woolworths Mobile,PennyTel, Red Bull MOBILE, Vodafone Essar, Idea Cellular, BSNL, Tata Teleservices, Aircel, Uninor, MTS India, Videocon,MTNL, Indosat, XL Axiata, Telcom, Bakrie Telecom, AIS, DTAC, True Move, Globe, Suncellular, DIGI, SingTel Mobile, StarHubMobile, M1, Qmax, MobiFone, Viettel Mobile, Vinaphone, 3, CSL, PCCPW Mobile, SmarTone-Vodalipur, SmarTone-Vodafone,China Mobile Hong Kong, Mobicom, Unitel, Skytel, G-Mobile, Chunghwa Telecom, Taiwan Mobile, Areeba, Syriatel, K-Cell,PMCL, O2 UK, Movistar SpainHandset Manufacturers:Nokia, Apple, Motorola, Microsoft, RIM, Fujitsu-Toshiba, Kyocera, NEC, Casio, Panasonic, Sharp, HTC, LG Electronics, Huawei,Samsung, ZTE, Motorola, Sony Ericsson , Pantech Curitel, Nokia Siemens Networks (NSN), Philips, SagemOther Companies/Organizations:Acer, Fujitsu, Hewlett-Packard, Foxconn , Google, yahoo, Adobe, metroPCS, Cricket Wireless, INQ Mobile, skype, Linux Foun-dation, NEC, PANASONIC, Intel, Foursquare, Facebook, Yelp, Beiduo, Dianping, European Telecommunications Standards In-stitute (ETSI), GSM association, ITU, Maestro, Solo, MasterCard, Visa Electron, Neteller, Entropay, Ukash, Cisco,, Gowalla, Sony, Nintendo, BMW, Telefonica, Amazon, MegaFon, Alcatel, BenQ, Fly, Mobile Communications Com-pany of Iran (MCI), Princeton UniversityAudience: • Game Portal Companies • Mobile Network Operators • Game Exporter / Importers • Mobile Application Developers • Location-based Service Providers • Social Media Service Provider • Mobile Handset Manufacturers • Mobile / Online Gambling Companies • Game Distributors and Aggregators • Brand/Product/Service Advertiser • M-commerce Application Developers Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  4. 4. Table of ContentsABSTRACT 13 FUNCTIONALITY DRIVER 51 BMW app for Social Mobile Gaming 73WHAT IS MOBILE GAMING 14 Infrared 51 MOBILE APPS & MONEY GENERATIONMOBILE GAMING HISTORY AND BRAND Bluetooth 51 73GAMES 14 GPRS 52 In-Game Marketing and Revenue GenerationLIMITATIONS OF MOBILE GAMING 3G 53 7317 Mobile Wi-Fi 54 Category Mobile Apps: Games is the Num-MOBILE GAMING TECHNOLOGY PLAT- Artificial Intelligence (AI) 54 ber One 74FORM 18 FUTURE OF MMG (MULTIPLAYER MO- 93% of Apps Downloader and Willingness toWindows Phone 18 BILE GAMING) FUNCTIONALITY DRIVER Pay Money for Games 74Windows Phone 7.5 / Mango 20 55 iOS Gamers Pay Twice Than Average Gam-webOS20 4G 55 ers: the Real Target Market 75Apple iOS 21 Mobile Cloud 56 LEARNING OF VIDEO GAME INDUSTRYAndroid 22 HTML5 - Mobile Webs Future 56 FROM MOBILE GAMING 75Symbian 24 MOBILE GAMING GENRES 57 Video Game Business Model: A GrowingBlackBerry OS 25 Action Games 57 Anxiety 75Bada 27 Action-adventure Games 58 Sonys Online Community Creation 75Brew 28 Adventure Games 58 Proliferation of Digital Distribution 76DoJa 28 Role-playing Games 59 Discount Pricing Structure: A Reality 77Java ME 29 Simulation Games 59 Home Entertainment and the Future 78WIPI 30 Sports Games 60 IS MOBILE GAMING KILLING THE CON-Maemo 30 Strategy Games 60 SOLE MARKET? 78MeeGo 31 INNOVATIVE MOBILE GAMING61 MOBILE GAME DISTRIBUTION PLAT-SHR 31 Mobile Gambling & Market Projection 61 FORM 79Linux 32 Mobile Casino and Mobile Gambling 62 Distribution Model and OTI Trend 79LiMo 4 34 No 1 Innovative Game 2010: EVE Online User Behavior affecting Distribution ChannelFUTURE MOBILE GAMING TECHNOLOGY 62 80PLATFORM 35 Case Study: 32Red Mobile Casino 63 Billing 81Boot 2 Gecko (B2G) 35 POCKET GAMER AWARDS 2010 64 Cost 81Aliyun OS 35 MOBILE CLOUD AND MOBILE GAMING 64 Marketing and Brands 81Tizen 35 Mobile Cloud: 5 Key Tech Trends 64 Mobile Application Landscape : MobileMeltemi 36 Mobile Cloud - $9.5 Billion Market Estimate Game Distribution Fragmentation 82FUTURE OF MOBILE GAMING TECHNOL- 65 MOBILE GAME DEVELOPER 83OGY PLATFORM: HTML5, LimeJS, CLOUD RUBY PLATFORM & MOBILE GAMING Top 25 Global Mobile Game Developers36 66 83OPERATING SYSTEM MARKET SHARE Ruby-based Cross-platform Mobile Frame- Mobile Gaming Platform in Asia 84AND TREND ANALYSIS 37 work66 800 million Users and Tencent-GREE-mig33MOBILE GAMERS PLATFORM CHOICE, HTC Ruby and Mobile Casino 67 Alliance for Japan, China & IndonesiaMOBILE CASINO, AND ANROID 39 Top Ten PokeMan Ruby Game on Mobile 85LOCATION BASED MOBILE GAME AND 68 What about DeNA , Weibi and Asian MarketFUTURE GAMING TREND 39 SOCIAL MEDIA AND MOBILE GAMING 69 Trend? 86CASE STUDY: SCVNGR - A LOCATION- Mobile Getting Social 69 Developer and the Eco System 86BASED MOBILE GAMING PLATFORM Social Media: Video Game is the future of GREE 8742 Mobile Gaming 69 DeNA 88MOBILE LBS GAMING IN ASIA, ANALYSIS Connecting Console and Mobile Cloud: The Tencent 89AND FUTURE DIRECTION 44 Next Big Play of Gaming 70 Mig33 90MULTIPLAYER MOBILE GAMING (MMG) Mobile Video Game Infographics: A Growing PapayaMobile 9046 Trend 71 APAC Region 92ANROID: TOP 10 MULTIPLAYER Angry Birds Infographics: 140 million Southeast Asia 93GAMES47 Downloads 72 Japan 93iPhone: TOP 10 MULTIPLAYER GAMES Case Study: Zynga and Mobile Gaming Stu- China 9449 dio 72 Indonesia 95MULTIPLAYER MOBILE GAMING (MMG) Case Study: Virtual Go-To Community of Malaysia 95 Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  5. 5. Table of ContentsThailand 95 Top 10 growth markets in Asia 115 Grameenphone 155The Philippines96 China 116 Indosat155Singapore 96 Japan 117 Mobicom 155Case Study: Zipline Games 97 Korea 121 Vodafone New Zealand 156ECONOMIC DRIVER OF MOBILE GAMING Russia 123 Mobilink 15698 Australia 125 AIS Thailand 156Revenue Dimension in Mobile Gaming 98 India 127 Mobile Communications Company of IranTips for Making Money from Mobile Gaming Indonesia 130 (MCI) 157100 Thailand 131 Cellcom 157GROWTH DRIVER OF MOBILE GAMING Philippines 132 MOBILE GAME PRICING 159100 Malaysia 133 Gaming Pricing Model: 360% Analysis 159MOBILE PENETRATION AND GAMING Singapore 134 Average Mobile Gaming Price 160MARKET 2011 - BEYOND 101 Vietnam 135 Average Download per User: 9 games PerAsia-Pacific Leads Mobile Penetration 101 Hong Kong 136 User1615 Trends Shaping the Mobile Gaming Indus- Mongolia 137 MOBILE GAMING vs VAS REVENUE 2008-try 102 New Zealand 137 2013 162GLOBAL MOBILE GAMING MARKET- Taiwan 138 MOBILE ADVERTISING REVENUE 2015PLACE 104 Bangladesh 138 163Global Mobile Gaming Market 2011 - 2015 Sri Lanka 139 ASIAN MOBILE GAMBLING MARKET: 3.91104 Pakistan 139 CAGR by 2015 163Global Mobile Gamer Demographics 105 Turkey 139 MOBILE GAMING BUSINESS STRATE-Types of Global Game player and Social Iran 140 GIES 164Game Trend 105 Israel 140 MOBILE GAME MONETIZATION METH-A Global Trend: Decoupling from Apps 106 Saudi Arabia 140 ODS: 29 BUSINESS MODELS 166Global Mobile Gaming Revenue projection Afghanistan 141 CASE STUDY: ANGRY BIRDS - A SUC-2008 -2015 107 Iraq 141 CESSFUL MOBILE GAME STORYMobile Gaming End User Revenue 2009- Syria 141 1692014 107 UAE 142 MOBILE GAMING DISTRIBUTION CHAN-Global Mobile Gaming Revenue by Region Egypt 142 NEL 1732008 -2013 108 Kazakhstan 143 MOBILE GAMING ECO SYSTEM / VALUERegional Revenue Segmentation 2009 - Kyrgyzstan 143 CHAIN 1742013 109 Uzbekistan 143 VALUE CHAIN PARTNERSHIP 175ASIAN MOBILE GAMING MARKETPLACE TELCO OPERATOR ANALYSIS 144 OTA Value Chain 175109 Top 15 Mobile Operators in Asia by Sub- Intellectual Property Rights (IPR)APAC (ASIA PACIFIC) 110 scribers144 175Market Size: 92% Game Deployment Ratio China Mobile 145 Developer Engagement 175110 China Unicom 145 Aggregator Engagement 176Revenue Forecast 2008-2013: Game Airtel (Bharti) 146 Carrier and Operator EngagementDownload Supersedes Real-Time Games Reliance Communications 147 176111 Telkomsel 148Mobile Game Genres: APAC Leading Opera- NTT DoCoMo 148tor 112 Viettel 149 Handset Manufacturer engagementME (MIDDLE EAST) 113 Smart Communications149 176Market Size: 70% Game Deployment Ratio VimpelCom 150 Sales Channel Engagement 176113 SingTel 150 End-Customer Engagement 177Revenue Forecast 2008-2013 113 Axiata Group Berhad 151 REVENUE SHARING IN MOBILE GAMMobile Game Genres: ME Leading Opera- Saudi Telecom Company (STC) 151tors 114 Etisalat 152 OF MOBILE GAMING BUSINESS 178CENTRAL ASIA 114 Maxis 153 IMPACT OF BRAND IN THE SUCCESSSOUTH EAST ASIA 115 Turkcell 153ASIAN GAMING MARKET: COUNTRY Qtel 153PROSPECT115 Telstra 154 Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  6. 6. Table of ContentsOF MOBILE GAMING 178 Recommendation for Grabbing BusinessMOBILE GAMING: INTERSECTION OF Opportunity 185VEDIO GAME & MOBILE DATA APPLI- Recommended General Considerations forCATION 179 Market Players 185EVOLUTION OF MOBILE GAMING: A Recommended Considerations for gameCONCEPTUAL FRAMEWORK developers & publishers 185180 Recommended Considerations for PortalBEST GAMING PRACTICE: JAPAN & Providers & Mobile OperatorsKOREA 180 186WHERE IS THE MONEY?181 Enter Asian Digital Game Market: $30 bil-WHERE IS THE OPPORTUNITY? A lion by 2016 187GAMIFICATION TREND 183RECOMMENDATIONS 184Recommended Drivers to Stimulate theUptake of Mobile Gaming 184List of Figures Figure 1: How basic gaming thinking originated and transformed including Space Invaders from 1978 Figure 2: Single player gaming screen Figure 28: Fahrenheit, released in 2005, was noted for its innovative Figure 3: Nokia N-Gage Platform gameplay Figure 4: Multiplayer gaming concept Figure 29: Multiple players conversing in Final Fantasy XI (2003) Figure 5: The Start screen in Windows Phone Figure 30: A screenshot from Lincity-NG, a city simulation game Figure 6: Timelines of Windows Phone related Events Figure 31: Mario & Sonic at the Olympic Games, one of several re- Figure 7 : webOS screen on a Palm Pre Plus showing the "cards" cent games controlled by the player physically simulating the sport Figure 8: Game center on iPhone 4S operated by iOS 5.0 involved Figure 9: Architecture diagram of Android Platform Figure 32: Scorched 3D is an artillery game Figure 10: Android 4.0 "Ice Cream Sandwich home screen on Sam- Figure 33: Interface of EVE online sung Galaxy Nexus Figure 34: Apps platform position under cloud concept Figure 11: User Interface of the Symbian 3 on Nokia N8 Smartphone Figure 35: Ruby Platform Figure 12: BlackBerry OS 7 on a BlackBerry Bold 9900/9930 Figure 36: Video Game Market Projection Figure 13: Bada 1.2 Home screen, Note Widget Figure 37: Sample Social Reward of Connecting console gaming Figure 14: Heavily Branded Brew Figure 38: Mobile Video Game Infographics: A Growing Trend Figure 15: Screenshot of Maemo 5 Figure 39: Angry Birds Infographics: 140 million Downloads Figure 16: Handset UX from MeeGo 1.1 "Day 1" Figure 40: Games are the most popular mobile apps category Figure 17: SHR unstable Figure 41: 93% of Apps Downloader is willing to Pay Money for Figure 18: Linux based home screen displayed on Android 2.3 Games "Gingerbread" Figure 42: iOS gamer pay twice: the real market Figure 19: Worldwide market share of mobile OS end users as of Q2 Figure 43: Sony PS and community creation 2011 Figure 44: In-Game discount pricing Figure 20: A map of players trails in a location-based game Figure 45: Death of Console market Figure 21: Gaming Experience Interface of Own This World (a loca- Figure 46: The App Distribution Landscape tion based game); The object of the game is to conquer territories Figure 47: Global top 25 mobile game developer list based on user location in the real world Figure 48: GREE as a bridge of multiple platforms in Asia Figure 22: SCVNGR home page Figure 49: Communalization of GREE platform Figure 23: Papaya LBS Gamer interface Figure 50: DeNAs Mobage global Platform Figure 24: Gaming interface of Pocket Legends game at Anroid plat- form Figure 25: Gaming interface of Super Stickman Golf at iOS platform Figure 26: Concept of Mobile cloud based on Apps Figure 27: Almost all of the earliest video games were action games, Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  7. 7. List of FiguresFigure 51: Mobage on MobileFigure 52: Mig33 in different basketFigure 53: Papaya Mobile Info graphicsFigure 54: Driving Revenue in Mobile gamingFigure 55: F2P Virtual GoodsFigure 56: Mobile penetration densityFigure 57: How word of mouth take placeFigure 58: Global mobile games Revenue 2008-2015Figure 59: Mobile Gaming End-User Revenue Projection by Market InsightFigure 60: Global Mobile Games Revenue by Region 2008-2013Figure 61: Mobile Game Market by Region 2006-2011Figure 62: Informa-Regional Revenue Segmentation 2009 - 2013Figure 63: APAC market SizingFigure 64: APAC Revenue Forecast 2008-2013Figure 65: Mobile Game Genre - APAC Leading OperatorFigure 66: ME Market SizingFigure 67: ME Revenue Forecast 2008-2013Figure 68: Value Chain of Japanese Gaming BusinessFigure 69: Mobile Gamer Town - MobageFigure 70: Age wise time spent playing games per day in KoreaFigure 71: Mobile Gamer by Gender in KoreaFigure 72: Mobile Game Download by Age in KoreaFigure 73: Russian Gaming Industry Market VolumeFigure 74: Market share of MNO, Casual and Social Games 2008-2015 Market share of MNO, Casual and Social Games 2008-2015Figure 75: Mobile Gaming Pricing ModelFigure 76: Average Mobile Gaming PriceFigure 77: Average mobile game download per userFigure 78: Gaming contribution to VAS revenue: Bar ChartFigure 79: Gaming contribution to VAS revenue: Pie ChartFigure 80: Mobile gambling ecosystem previewFigure 81: Mobile Gaming Business: Understanding userFigure 82: Platform based strategyFigure 83: Angry Birds LogoFigure 84: A yellow bird collapses a structure onto several pigsFigure 85: How Does Angry Birds LooksFigure 86: Mobile Gaming Value Chain / Eco SystemFigure 87: OTA Value Chain PartnerFigure 88: Revenue sharing in mobile gaming value chainFigure 89: The impact of brand in the success of mobile gameFigure 90: Mobile game as intersection of video game and mobile data applicationFigure 91: Evolution of Mobile Gaming: A conceptual frameworkFigure 92: US App store revenue proportion from top 100 grossing gamesFigure 93: Recommended necessary action of mobile gaming market participantFigure 94: Recommendation for grabbing business opportunity150 Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  8. 8. List of TablesTable 1: Minimum device requirement for Windows PhoneTable 2 : DoJa ProfileTable 3: Top 10 MMG AnroidTable 4: Top 10 MMG iPhoneTable 5: Telecommunication bands in the InfraredTable 6: Mobile gambling game statistics 2011Table 7: Pocket gamer award 2010Table 8: Top 10 PokeMan ruby game on mobileTable 9: Mobile Game GenresTable 10: Top 10 growth market in Asia - December 2010Table 11: Handset Manufacturer list in JapanTable 12: Telecom operator list of AustraliaTable 13: Telecom operator list in IndiaTable 14: Top 5 operator list of IndonesiaTable 15: Telecom operators in PhilippinesTable 16: Telecom operator in SingaporeTable 17: Top 3 telecom operators in VietnamTable 18: Telecom operator in Hong KongTable 19: Telecom operator in MongoliaTable 20: Mongolia - key telecom parameters - 2006; 2009, 2011 (e)Table 21: Top 15 mobile operators in Asia (by subscribers) - December 2010Table 22: ANGRY BIRDS: Reception ScoringTable 23: Key revenue sources & cost item in mobile gaming business Tel/FAX: 1-877-MINDCOM (646-3266) Email:
  9. 9. Order Form Report Title Mobile Gaming Asia: Market and Forecast Analysis License Type Single User License ………….....$ 2,995 USD Company-wide License……$ 6,995 USD Team License (2-5 people) …… $ 3,685 USD Other Licensing options available: Contact Mind Commerce Family/Surname First Name Position Company Address Country Post Code FAX Telephone Email Order Type Order by FAX at 1 877 646 3266 Card Number Expiration Date (MM/YY) CV Code Cardholder’s name Signature Billing Address Postcode Country Signature Date Online Ordering Customers can order online by visiting report web page: 1-877-MINDCOM (646-3266) Email: