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Global domination for your social and mobile games - Stephen Lee - 6waves
6waves is a leading social game publisher that helps developers scale their games globally across multiple platforms. They outlined opportunities in global social gaming markets, with a focus on Japan and China, two areas with large untapped gaming audiences. The presentation provided insights on localization, regulatory issues, user behavior differences and working with platforms in various regions to help developers optimize their games' performance abroad.
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Global domination for your social and mobile games - Stephen Lee - 6waves
- 1. Global Domination forYour Social and Mobile Games Sociality Rocks! Kyiv 2012 Stephen Lee, Executive Director, Business Development Confidential
- 2. • About 6waves •Global Social Opportunities • Asia – Japan and China • Insights for Developers • Summary Confidential All Rights Reserved. 2
- 3. ABOUT 6WAVES Confidential All Rights Reserved. 3
- 4. “The Largest Independent Publisherof Social Games on Facebook” Confidential All Rights Reserved. 4
- 5. “To Bring the “To Bring Best Games to Global Gamers Users All Over to our Partners the World” Games” Confidential All Rights Reserved. 5
- 6. Company Snapshot 2008 Company founded in Hong Kong #1 Independent publisher on Facebook 15mm Monthly Active Users on Facebook 2.5mm Daily Active Users on Facebook 130+ Games launched since 2009 5 Global teams (Hong Kong | San Francisco | Tokyo | Beijing | Moscow) 6 Platforms All Rights Reserved. 6
- 7. Bringing Users andDevelopers Together Through Games Social Platform Growth & Cross Real-Time Engagement Localization Distribution Promotion Analytics 7 All Rights Reserved.
- 8. Well Diversified UserBase 30% 30% 25% 3% 9% 3% Confidential All Rights Reserved. 8
- 9. 6waves Global Partners Confidential All Rights Reserved. 9
- 10. Top Games that6waves Published 6w has helped scale many games across a range of genres Peak 1M+ MAU Titles on Facebook: Township Kingdoms of Camelot Astro Garden Animal Paradise Ravenskye City Resort World Airport City Simply Hospital Zombie Island Big Business Baby & Me Birdland Mystery Manor Legacy of Rome Ravenwood Fair Spartacus: The Game Mall World My Fishbowl Confidential All Rights Reserved. 10
- 11. User Acquisition Strategy • Soft-launch with minimal • Once stable, turn on paid new users to secure the acquisition and cross game stability and basic promotion are the base for metrics review for organic growth optimization Source: 6waves Internal Data, Confidential All Rights Reserved. 11
- 12. Case Studies Confidential All Rights Reserved. 12
- 13. GLOBAL SOCIAL OPPORTUNITIES Confidential 13
- 14. Industry Reports • Growth in social games to come from: – games in newer genres on Facebook; – improving monetization of games on Facebook • conversion rates (from free-users to paying users) • alternative monetization such as ads; • Social games off Facebook including other social networks, and platforms – such as mobile, online, and console. • Overall, we expect the worldwide social game market to grow at 30% Source: Lazard Capital Markets, Oct 2011 Confidential All Rights Reserved. 14
- 15. Social/Mobile Represents theHighest Growth Game Social- $ 8.4 Industry 2012 $ 50 Bn Mobile Bn Confidential All Rights Reserved. 15
- 16. Reaching the SocialGamers Confidential. All Rights Reserved. 16
- 17. Best Platform forGlobal Audience Over 900mm users…and counting Confidential All Rights Reserved. 17
- 18. Confidential. All RightsReserved. 18
- 19. Confidential. All RightsReserved. 19
- 20. Confidential. All RightsReserved. 20
- 21. What About Asia? • 3,879,740,877 Asia Population • 1,016,799,076 Internet Users SOURCES: INTERNET WORLD STATS ACCESSED Dec 2011; www.socialbakers.com Confidential. All Rights Reserved. 21
- 22. Selected Countries withLow Penetration • Japan penetration still low • China continues to be blocked Source: www.socialbakers.com Confidential All Rights Reserved. 22
- 23. JAPAN Confidential All Rights Reserved. 23
- 24. Japan The Opportunity • Game-friendlysociety • Fast, reliable internet infrastructure • Mobile Country • 100+ MM SNS/social game users • ARPU could be 5X – 10X other countries • Retention could be 2X – 5X other countries • 11 games launched by 6waves All Rights Reserved.
- 25. Japan The Challenge - Localization - Developer Support - Regulatory Issues - User Consumption - Customer Service - The platform All Rights Reserved.
- 26. Localization – NotJust Translation Confidential. All Rights Reserved. 26
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- 30. Developer Support Issue Integration: Submission: User Authentication Apply for launch and if Payment API rejected, fix errors/bugs Friend API according to the platform Text Data API review (repeat as Etc. necessary)
- 31. Regulatory Issues Airport City Coin Purchase Page • Japan platform’s regulations and policies are very strict • By law, virtual currencies (i.e. in-game currencies) must expire in 180 days from the date of purchase • Gacha mechanism being banned
- 32. Japanese Users ConsumeRapidly JP Users consumed virtual items quickly just • JP users go through the after 2 days of launch of Ravenwood Fair game quickly. – Unique features for the JP version will extend gameplay and retain users. • Higher consumption of virtual goods – JP users consume more New assets and features made uniquely virtual items = high for the Ravenwood Fair JP version ARPU. More assets mean higher monetization.
- 33. JP Customer Support Airport City Community Page on Yahoo! Mobage JP users are highly sensitive to CS and CM issues. Unattended bug reports and suggestions can lead to flaming and poor game performance. More care is required for JP customer maintenance.
- 34. The Platforms Promotional channels arelimited Banner ads must be bid for, and some are not for sale Developers must stay in sync with platforms
- 35. CHINA Confidential 35
- 36. Facebook vsQzone 251 m 550 m Confidential. All Rights Reserved. 36
- 37. Huge Market Confidential. All Rights Reserved. 37
- 38. But It’s AlsoComplicated Confidential. All Rights Reserved. 38
- 39. ChinaSocial Games The Opportunity - 800+ MM social network users - Chinese internet users spend 41% of their online time on social networks - Lower APRU but explosive growth potential - High ARPU games have PvP elements All Rights Reserved.
- 40. Top China SocialNetworks Users in Millions 600 550 500 400 310 300 250 200 137 116 100 0 Tencent Qzone Tencent Weibo Sina Weibo Renren Kaixin Source: Reported by respective websites Confidential. All Rights Reserved. 40
- 41. Tencent • 3/2011 – 1 billion installs • 9/2011 – Top developers with monthly revenue over $1.5m • 3/2012 – 200 million MAUs for 3rd party developers • 45,000 applications • 30,000 developers • Total rev share $90m Confidential. All Rights Reserved. 41
- 42. China Social Games TheChallenge - Localization - Developer Support Issue - Regulatory Issues - User Behavior - Customer Service/Community - The platform itself All Rights Reserved.
- 43. Localization - PlatformVIP system Attractive VIP benefit VIP members get discount on purchase Confidential 43
- 44. Localization - Weibo Interactwith your friends thru Weibo Get update news from Weibo Share your decoration to Weibo Confidential 44
- 45. Localization - Sharing Qzonewill integrated your QQ IM friends list, you can easily invite your best friends Incentive reward via sharing Confidential 45
- 46. Localization – virtualitems Confidential 46
- 47. Developer Support Issues •Open platform APIs available but limited English support • Complicated submission process • Differences across different platforms A good local partner can ensure smooth integration, launch, and developer/customer support.
- 48. Regulatory Issues • Strictpolicies/regulations on online gaming • Need to apply for several licenses to operate online games in China • Gamers need to register their account with ID and real name • Restriction on the playing time of those under 18.
- 49. Chinese Consumers PVP elementis key to high ARPU Gift Works The Chinese way of showing your girlfriend the love ”Loyal “ Customers Generally high retention and lower pay rate
- 50. Customer Support/Community Ravenwood Fair’s QQ Discussion Group • Email support requests are rare, users prefer to use instant messaging tools to get answers; • Weibo(Chinese Twitter) + QQ Pages + old-style discussion boards are also popular;
- 51. The Platform Huge channelcut All games must be approved The power to make or break your game
- 52. Industry Insights for Developers Confidential
- 53. THE COMPETITIVE LANDSCAPE HOWARE MY PROSPECTS?
- 54. The Playing Fieldis Not Level The Challenges - Discovery - Fierce Competition - Marketing Budget - Marketing Expertise - Short Life Cycle All Rights Reserved.
- 55. BIGGER DOES NOTNECESSARILY MEAN BETTER WHY DAU AND MAU ARE LESS IMPORTANT
- 56. Profitability Matters Most TheChallenges - Market saturation - Increasing acquisition costs - Most users won’t pay All Rights Reserved.
- 57. GLOBAL DOMINATION WHAT’S THENEXT STEP?
- 58. Find the RightPartner The Challenges - Experience - Advice and expertise - Trustworthiness - Relationships - Synergies All Rights Reserved.
- 59. Payment Page Optimization BEFORE All Rights Reserved.
- 60. How to increasepay rate and ARPU? - Label and highlight the ‘Best Deal’ option - Make sure the ‘Best Deal’ option is above the fold (visible without scrolling down) - Give away special items when players buy the ‘Best Deal’ package Confidential All Rights Reserved. 60
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- 63. Library of BestPractices from 6waves Retention Viral Features Monetization Tutorial Optimization Achievements Frictionless Requests Crafting System Flow Optimization Daily Login Bonus Help from Friends Point of Sales Magic Arrows Gifting System Power of Neighbors Consumable Items Educate Players to Spend … and more! Confidential All Rights Reserved. 63
- 64. SUMMARY Confidential 64
- 65. Going Global Leverage theGlobal Reach of Social Networks Facebook - 900 million users Huge opportunities in Asia Maximize Revenue Potential of the Game Bigger is not always better Know your audience, and how to reach them Work with the Right Local Partners Expert in optimizing the game for the local audience Local Marketing channels + Customer Service Strong Relationships with Dominant Platforms All Rights Reserved.
- 66. Thanks BD enquiries bd@6waves.com stephen@6waves.com Confidential
Editor's Notes
- #8 Platform Focus, Why? Differentiation. (Compare Platform Model with Pure Development Model, Risk vs. Return)
- #12 6waves manages the paid acquisition and cross promotion.Developer focus on making compelling viral feature.
- #18 Actual number is probably closer to 879mm
- #22 The largest region of users, and growing by 10M new users each month
- #31 Although there are some developer support docs in English, they are incomplete and not frequently updated. A GOOD LOCAL PARTNER is NEEDED to ensure smooth integration, launch, and developer/customer support.