Japan‘s Social Gaming Market 2013: Status Quo & Key Trends (Insert Coin Tokyo Event)

2,200 views

Published on

I gave this presentation on July 17, 2013 in Tokyo, at the inaugural Insert Coint event.

Published in: Technology, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,200
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
56
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Japan‘s Social Gaming Market 2013: Status Quo & Key Trends (Insert Coin Tokyo Event)

  1. 1. Japan‘s Social Gaming Market 2013: Status Quo & Key Trends By Serkan Toto, PhD www.serkantoto.com 1  
  2. 2. About Me • CEO and founder of Kantan Games, KK • Social and mobile gaming industry consultant • Advisor for startups in Japan and the US • Japan contributor for TechCrunch.com • Based in Japan since 2004 • Hardcore gamer • Personal site: http://www.serkantoto.com 2  
  3. 3. Current Favorite (Mobile) Game 3  
  4. 4. Current Favorite (Mobile) Game 4  
  5. 5. Visit My Website For Free Information On Japan’s Mobile Game Industry (http://www.serkantoto.com) 5  
  6. 6. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com 6  
  7. 7. Agenda I: Status Quo Of Japan’s Social Gaming Market II: 13 Key Trends In Japan 7  
  8. 8. I: Status Quo Of Japan’s Social Gaming Market 8  
  9. 9. Japan‘s Unique Social Landscape     •  4 homegrown social networks with 25-50 million registered users each: – Mixi (80%+ mobile social networking) – GREE (mobile social gaming) – Mobage (mobile social gaming) – LINE (mobile chat application) •  Twitter: 30+ million users •  Facebook: 19+ million MAU 9  
  10. 10. Fragmented Game Market     •  ~300-400 social game providers in Japan. •  20+ game platform providers (all mobile). •  2 dominant companies as platform and game provider hybrids: GREE and DeNA (“Facebook+Zynga in 1“). •  LINE (since July 2012), Kakaotalk (February 2013), and dgame (December 2012) emerge as domestic competitors. 10  
  11. 11. Japan‘s Social Gaming Ecosystem 11  
  12. 12. Size Of Japan‘s Social Gaming Market -> Projection from Yano Research, January 2013 12  
  13. 13. Size Of Japan‘s Social Gaming Market -> Projection from Nomura Research, January 2012     Image credit: The Nikkei 13  
  14. 14. Social Is Bigger Than Video Gaming -> Data from Yano Research, February 2013.     14  
  15. 15. Extremely High Paying User Ratio -> Morgan Stanley offers more insight. 15  
  16. 16. Spending Patterns -> Not much difference compared to other regions 16  
  17. 17. 4 Big Reasons Why Japanese Play Social Games 17  
  18. 18. The Top 5 User Demographics For Social Games 18  
  19. 19. Some User Data From GREE 19  
  20. 20. II: 13 Key Trends In Mobile Gaming In Japan (And Asia) 20  
  21. 21. Trend 1: Smartphone And Tablet Revolution    Source:  Impress  R&D   21  
  22. 22. Trend 1: Smartphone And Tablet Revolution    Source:  MM  Research  Ins>tute   22  
  23. 23. Trend 2: Shift To The App Economy 23  
  24. 24. Trend 3: Rise Of The Chat Apps 24  
  25. 25. Trend 3: Rise Of The Chat Apps 25  
  26. 26. Trend 4: Competition In Platforms 26  
  27. 27. Trend 5: User Acquisition Costs Rise 27  
  28. 28. Trend 6: Puzzle & Dragons Hype 28  
  29. 29. Trend 6: Puzzle & Dragons Hype 29  
  30. 30. Trend 6: Puzzle & Dragons Hype 30  
  31. 31. Trend 6: Puzzle & Dragons Hype Image credit: Social Game Info 31  
  32. 32. Trend 6: Puzzle & Dragons Hype Source: App Annie 32  
  33. 33. Trend 7: Next-Gen Social Games 33  
  34. 34. •  There are now payment caps for younger players on DeNA and GREE. •  Real-money, off-platform trading of virtual items is still a problem. •  Certain bingo/lottery-like gaming mechanics are banned. •  Odds of winning are now disclosed in gacha. •  JASGA has been established. Trend 8: Regulation (?) 34  
  35. 35. Trend 8: Regulation (?) 35  
  36. 36. Trend 8: Regulation (?) 36  
  37. 37. Trend 9: Card Battle Fatigue (?) 37  
  38. 38. Trend 9: Card Battle Fatigue (?) 38  
  39. 39. Trend 9: Card Battle Fatigue (?) 39  
  40. 40. Trend 9: Card Battle Fatigue (?) 40  
  41. 41. Trend 9: Card Battle Fatigue (?) 41  
  42. 42. Trend 10: Diversification 42  
  43. 43. Trend 11: Internationalization 43  
  44. 44. Trend 12: Salaries Are Rising 44   Image credit: Yusuke Ando (Slideshare presentation, 2009)
  45. 45. Trend 12: Salaries Are Rising 45  
  46. 46. Trend 12: Salaries Are Rising 46  
  47. 47. Trend 13: The Gaijin Are Coming 47  
  48. 48. Thank you for listening! Questions? 48  
  49. 49. Contact Information Twitter: @serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: serkan AT serkantoto.com 49  

×