This document discusses trends in mobile games. It begins with an overview of the game industry and Taiwan's game market. It then covers the history and evolution of mobile games, including differences in the industry chain from past to present. Key points discussed include the globalization of the mobile game market, the transition to free-to-play business models, and the importance of data analysis and user experience. The document concludes by considering trends like the growing importance of app ecosystems and whether to self-publish or work with a publisher to promote a new mobile game.

1. Trend of Mobile
Games
Developing Creative Mobile
Games
1 of 6
Christina Hsu

2. Agenda
 Why We Are Here
 Basic Ideas of Game Industry
 A Glance at Taiwan Game Industry
 Mobile Games: Past, Present, and Future
 Trend of Game Apps
 Q&A

3. Why We Are Here

4. About You
• Juniors in Department of Digital Media Design ,
Hwa Hsia Institute of Technology
•
Basic knowledge of Animation and/or Game Design
• BTW, Albert Liu, founder and president of Gamania, is your
senior colleague
• Elective course
• Interested In Game Apps Design
• Good Teacher

5. About Me
• ID: Christina Hsu ( 徐志瀟 )
• HP: 17 Years Old (Since 1996)
• Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次方
) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘
子 ) 、 FunTown ( 戲谷 )
• Attributes: Game Designer (assistant of ADM and
CS ) 、 Marketing Manager 、 Product Manager
、 Biz Dev. Manager 、 Market Intelligence
Researcher 、 Producer

6. My Strength in Game Industry
 Go through the complete flow
 Pitch ➙ Proposal ➙ Development ➙ QA ➙
Manufacture ➙ Release ➙ Distribution ➙
Marketing ➙ Operation
 Cross-platform, multi-devices
 PC, Console, Mobile (Missing Part: Arcade)
 Set-top-box, Inflight Game
 Cross-culture Experience
 Dozen Version for Ten Territories
 BD, Localization, Support

7. My Work in Mobile Games
 iOS
 <FunTown Mahjong HD>
 <New FunTown Mahjong>
 <Mahjong WorldCup>
 Android
 <7PK>
 Feature Phone
 < FunTown Mahjong > (for Nokia)

8. An Unexpected Journey Is Waiting for Us

9. Basic Ideas of Game
Industry

10. At first, we start from an idea…At Last, Games for Players

11. Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation

12. PC (DT, LT, Netbook) Games
Mobile Games
ArcadeConsole (Video) Games
Categorized by Platform
Handheld Console Smart Phone / Tablet

13. Single-player
(Offline) Games
Categorized by Internet
Connection
Online GamesLAN Games
Client-based
Browser-based (Web Game)
MMOG
Match-
making

14. Categorized by Genre
FPS( 第一人
稱射擊 ,First
Person
Shooting)
Music
( 音樂節
奏 )
Adventure
( 冒險 )
ACT( 動作 ,
Action)
Puzzle
( 益智 ) Racing
( 競速 )
Sports
( 運動 )
Word ( 文
字 / 解謎 )
Card &.
Board
( 棋牌類 )
SIM( 模擬 ,
Simulation)
STR( 策略 ,
Strategy)
RPG ( 角色
扮演 ,Role
Playing
Game)
Genre 遊
戲類型
( 玩法 )

15. Game Development
Artists
Programmers
Game DesignerComposer,
Music &. Sound Effect
Quality Assurance
staff

16. What do the programmers do?

17. What do the game designers
do?

18. What do the artists do?

19. Game Operation
Supporting
CS / GM / IT
Sales &.
Marketing
Product
Manager

20. Product Manager
 Choose the titles:
meet the portfolio
need
 Strategic Thinking:
business plan, P &.
L, marketing plan
 Do &. Check: make
sure everything is on
the right track

21. Sales &. Marketing

22. CS / GM / IT
Customer Service IT (Deployment)
Game Master

23. Industry Chain
Game Studio
Content
Provider
IP Provider
Service
Provider
Game
Publisher
ISP
Channel
Game
Operator
Game
Distributor
Retail Points
Connection Media Cyber Cafe
End User Game Player

24. A Glance at TW Game
Industry

25. Market Value

26. Market Overview

27. Financial Review

28. The Winner Takes It All?
 Top 3 in Taiwan owns 72%+ Market Share
 For Apps, Top 2% earns 90%+ revenue
GTSM, Jan. 2013

29. 1999
Mobile
Games
29
Paradigm Shift
2005 2010
SNS
Games
2009
Browser
Games
2007
F2P Biz
model
Online
Game
1988
Developed
in Taiwan
~1980
Pirate / Localized / Licensed / Outsourced Games

30. Customers Segmentation in
Taiwan
Gamers
Heavy
Users
General
Users
Light Users
Eastern StyleWestern Style
Players
High ARPU
Big Market Scale
Hardcore Users

31. Mobile Games: Past,
Present, and Future

32. Hindsight
 Famous examples
 Ballmer laughed at iPhone
 Google tried to be merged by Yahoo with only
USD 1 million
 Bell tried to sell “phone” with USD 100 thousand
 Mobile games are the FUTURE
 Until Now

33. Industry Chain of Mobile
Games

34. Industry Chain of Mobile
Games

35. Differences between the
Industry Chains
 Past Pattern
 Non-equivalence: SP > CP
 High Entrance Barrier
 Culture/Location Barrier
 New Pattern
 Global Market = Global Competition
 Who’s in charge of Marketing/Promotion when
there’s no publisher?

36. Similar Trail of Evolution
 History repeats but it goes faster
 Paper Download
 Subscription
 F2P + IAP
 It changes the way you design a mobile game
 Game play
 Game Design is business design

37. From Cradle to Grave

38. What Did We Do

39. What Do We Do

40. Business Model

41. The Way We Make Apps

42. The Way We Make Apps

43. Be Careful!

44. The Future

45. Trend of Game Apps

46. Eco-systems Change the Rules

47. Smart Phones: Penetration in
Taiwan
MOEC, Nov. 2011

48. iOS vs. Google Play:
Downloads
AppAnnie, May 2013

49. iOS vs. Google Play: Revenue
AppAnnie, May 2013

50. Revenue per Download, March
2013
Revenue per Download, iOS Games, March 2013
Revenue per Download, Google Play Games, March 2013
AppAnnie, May 2013

51. Self-publish or get published?
 Get published?
 If you get solid commitments on
marketing budget and
promotional efforts
 Self-publish?
 Promote budget to make
Apple/Google feature your app
 Big Data Analysis to improve UX

52. Thank You

53. Q &. A
Find Me at:
 www.facebook.com/christina.hsu.37
 ( 徐志瀟 ) (Christina Hsu)
 Chris_9801
 Chris_9801 ( 貓奴 Chris 鍋貼 )
 Christina Hsu