Game monetization and promotion in Asia (with focus on Indonesia, Japan, South Korea, Taiwan, Malaysia, Vietnam, Singapore and Philippines.

Proprietary + Confidential
Game monetization and
promotion in Asia
Mariusz Gąsiewski,
Warsaw, 25.6.2018

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Why are we talking about APAC?
Source: Newzoo, 2018 Global Games Market Report
Revenue forecasts per segment (&BN)

Let’s start from the beginning...

Android is the major OS in SEA
Q: Which mobile device OS (operating system) do you use when playing gaming apps/mobile games? Please select all that apply (% of audience)
Source: Global Web Index, Asian Gaming Research (2017 Dec), Statcounter (Based on pageviews, Jan-Jun 2017)
Mobile operating system used (% of audience)

Reality in Asia :)

Mobile gaming frequency - % of users who play more than twice a day
Q: How often do you play gaming apps/mobile games?
Source: Global Web Index, Asian Gaming Research (2017 Dec), interviews, local expert insights
Mobile gaming frequency is high

Business Model: Ad Clicks & Rewarded
video view
Ad Clicks:
1. Format: banner - text - video - native
2. Publisher gets revenue when ads are shown
to users
Rewarded video view
1. Format: Video
2. Publisher gets revenue when users
complete video view

Genre preference of gaming apps/mobile games - Ranking
Q: Which genre of gaming apps/mobile games do you typically play? Please select all that apply
Source: Global Web Index, Asian Gaming Research (2017 Dec)

Google Play or iOS?

Confidential + ProprietarySource: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
CPI on the market
Source: Chartboost, May 2018

Q: On average, how much do you spend on in-app purchases (for gaming apps / mobile games) per week?
Examples of in-app purchases: in-game coins, powers, extra items slots, etc. (% of audience)
1.6 2.4 1.5 1.41.6 2.1 2.82.0 1.8
In-app purchases - average spend per week

How to get interest of users?

To retain interest, free-to-play and continued addition of
new levels/challenges are more effective across countries
Retaining interest (% of audience)
Note: Leaderboards means “app ranking”
Q: Which of the following game attributes keep you interested in playing a gaming app/mobile game on an ongoing basis? Please select all that apply

Important factors when selecting a gaming app (% of audience)
Q: Which of the following factors are important to you when selecting a gaming app/mobile game to download? Please select all that apply
1 Good gameplay
(59%)
Good gameplay
(56%)
Good gameplay
(65%)
Good graphics
(52%)
Good graphics
(52%)
Good graphics
(51%)
Good gameplay
(57%)
Good gameplay
(46%)
Attractive
interface (44%)
2 Looks
challenging
(50%)
Good graphics
(51%)
Looks
challenging
(65%)
Good gameplay
(46%)
Good gameplay
(49%)
Good gameplay
(48%)
Good reviews
(28%)
Good reviews
(39%)
Good gameplay
(41%)
3 Good graphics
(48%)
Looks
challenging
(50%)
Good graphics
(62%)
Looks
challenging
(38%)
Good review
(46%)
Good reviews
(44%)
Looks easy
(27%)
Good graphics
(37%)
Good graphics
(39%)
4 Good reviews
(45%)
Good reviews
(49%)
Good reviews
(57%)
Recommended
by friend (33%)
Attractive
Interface (44%)
Looks
challenging
(39%)
Good graphics
(26%)
Looks easy
(33%)
Good reviews
(39%)
5 Look easy
(33%)
Attractive
interface (40%)
Recommended
by friend (49%)
New release
(31%)
New release
(32%)
Recommended
by friend (36%)
Price
(20%)
Recommended
by friend (26%)
Looks
challenging
(37%)
Indonesia Malaysia Thailand VietnamPhilippines Singapore Japan TaiwanSouth Korea

What about content?

Q: What type of language/text content about a gaming app/mobile game influences your decision to install/play the game? Please select all that apply. (Audience: all)
Influential text-based content (% of audience)
Being clear in type of game is essential in text-based
content across the countries
Gaming popularity and description are also important in most of SEA countries

Gaming contents/stories introduction are the most
influential content for video
Q: What types of video content about a gaming app/mobile game influences your decision to install/play the game? Please select all that apply (Audience: all)
Influential video-based content

Regions Overview - Games
Top videos contain the below features / content
Call to
action
Voice on
call to
action
Mostly
voice
over
Celebrity Show a
mobile
phone
Branded
early
Demo
(screenshots
or live)
NA 65% 38% 15% 12% 47% 32% 91%
APAC 71% 29% 31% 6% 54% 63% 92%
EMEA 68% 32% 14% 14% 46% 39% 89%
LATAM 58% 42% 19% 10% 58% 29% 71%
0-10%
11-69%
70-89%
90-100%
Source: Google analysis, top 30-50 videos for Android and iOS in each region ranked by 30 day conversions, Q2 2016

https://www.youtube.com/watch?v=kIi2pAWCpNg
https://www.youtube.com/watch?v=R19CjWe4fVE https://www.youtube.com/watch?v=B4Ekhj7N1vk https://www.youtube.com/watch?v=ULdGRmjvSGo
https://www.youtube.com/watch?time_cont
inue=1&v=-FsHNmN3ejU
https://www.youtube.com/watch?v=pAGLq40JK1c
Emotional, High Quality Video Ads in Different Themes

Ads examples

Japan?

Number of population at age group of 20-34 is decreasing
All Male Female
All 100.09% 99.53% 100.68%
0 ～ 9 87.86% 87.91% 87.80%
10 ～ 19 80.71% 80.76% 80.80%
20 ～ 34 72.72% 73.23% 72.28%
35 ～ 49 106.86% 107.45% 106.34%
50 over 121.08% 121.23% 120.96%
Source:2016 Ministry of Internal Affairs and Communications Research
Population structure is changing and make this hard to target Age 20 - 34

TV usage not growing anymore
Source: eMarketer, Nov 2017

Video Ads Acceptance (Format) in Japan
26
We will ask you a question about video ads on the internet (including apps). To what degree do you mind ads being shown based on the different kind of video ad format? Please
choose one option from each of the formats listed below.
Source: Nielsen survey Japan November 2016, Sample size: 8,510, Universe: Online users (15-59 yo)

Video ads
Expectations toward video ads

Good examples

Bedtime
viewing: 33%
watch video
before going
to sleep
More screens mean more moments to connect
Source: Dentsu Research Institute, November 2015

Korea?

The Korean subway cars have LTE speeds pegged at up
to 150 megabits per second :)

Localization matters

Quality matters

Video ads?

Scale matters...

Summary
High competition and high RPM in JP, KR and TW
Big market in IN
A lot of uncovered potential in PH, VN, MY, TH

Game monetization and promotion in Asia (with focus on Indonesia, Japan, South Korea, Taiwan, Malaysia, Vietnam, Singapore and Philippines.

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