Mobile Gaming Asia: Market and Forecast Analysis

Mobile Gaming Asia
Market and Forecast Analysis

November 2011

Overview:

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 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 mobile
gaming 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 and
telecom 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, Java
ME , WIPI, Maemo, MeeGo, SHR, Linux, LiMo 4, Boot 2 Gecko (B2G), Aliyun OS, Tizen, Meltemi

Mobile Gaming Genres in the report:

Action, Action-adventure, Adventure, Role-playing, Simulation, Sport, Strategy

Countries 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, Uzbekistan

Companies in the Report:

Game Developers and Platforms

GREE, DeNA, Tencent, Mig33, PapayaMobile, Electronic Arts, Gameloft, Rovio, Mobilenter, Tomb Raider, zynga, Poker, Smart
Cell, Palm, Scoreloop, Qualcomm, Oracle, HTC, LiMo Foundation, Mozilla Corporation, Alibaba, SCVNGR, IGT, inTouch
Games, Alchemybet Ltd, Neo Games, Play'n GO, Play tech, Probability, Slotland, Spin 3, ThePhoneCasino, Iceland's CCP
Games, 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, Multimedia
Development 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: info@mindcommerce.com www.mindcommerce.com

Network Operators

China 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 John's, 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, StarHub
Mobile, 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 Spain

Handset 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, Sagem

Other 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, Sales-
force.com, Gowalla, Sony, Nintendo, BMW, Telefonica, Amazon, MegaFon, Alcatel, BenQ, Fly, Mobile Communications Com-
pany of Iran (MCI), Princeton University

Audience:

• 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


Table of Contents
ABSTRACT 13 FUNCTIONALITY DRIVER 51 BMW app for Social Mobile Gaming 73
WHAT IS MOBILE GAMING 14 Infrared 51 MOBILE APPS & MONEY GENERATION
MOBILE GAMING HISTORY AND BRAND Bluetooth 51 73
GAMES 14 GPRS 52 In-Game Marketing and Revenue Generation
LIMITATIONS OF MOBILE GAMING 3G 53 73
17 Mobile Wi-Fi 54 Category Mobile Apps: Games is the Num-
MOBILE GAMING TECHNOLOGY PLAT- Artificial Intelligence (AI) 54 ber One 74
FORM 18 FUTURE OF MMG (MULTIPLAYER MO- 93% of Apps Downloader and Willingness to
Windows Phone 18 BILE GAMING) FUNCTIONALITY DRIVER Pay Money for Games 74
Windows Phone 7.5 / 'Mango' 20 55 iOS Gamers Pay Twice Than Average Gam-
webOS20 4G 55 ers: the Real Target Market 75
Apple iOS 21 Mobile Cloud 56 LEARNING OF VIDEO GAME INDUSTRY
Android 22 HTML5 - Mobile Web's Future 56 FROM MOBILE GAMING 75
Symbian 24 MOBILE GAMING GENRES 57 Video Game Business Model: A Growing
BlackBerry OS 25 Action Games 57 Anxiety 75
Bada 27 Action-adventure Games 58 Sony's Online Community Creation 75
Brew 28 Adventure Games 58 Proliferation of Digital Distribution 76
DoJa 28 Role-playing Games 59 Discount Pricing Structure: A Reality 77
Java ME 29 Simulation Games 59 Home Entertainment and the Future 78
WIPI 30 Sports Games 60 IS MOBILE GAMING KILLING THE CON-
Maemo 30 Strategy Games 60 SOLE MARKET? 78
MeeGo 31 INNOVATIVE MOBILE GAMING61 MOBILE GAME DISTRIBUTION PLAT-
SHR 31 Mobile Gambling & Market Projection 61 FORM 79
Linux 32 Mobile Casino and Mobile Gambling 62 Distribution Model and OTI Trend 79
LiMo 4 34 No 1 Innovative Game 2010: EVE Online User Behavior affecting Distribution Channel
FUTURE MOBILE GAMING TECHNOLOGY 62 80
PLATFORM 35 Case Study: 32Red Mobile Casino 63 Billing 81
Boot 2 Gecko (B2G) 35 POCKET GAMER AWARDS 2010 64 Cost 81
Aliyun OS 35 MOBILE CLOUD AND MOBILE GAMING 64 Marketing and Brands 81
Tizen 35 Mobile Cloud: 5 Key Tech Trends 64 Mobile Application Landscape : Mobile
Meltemi 36 Mobile Cloud - $9.5 Billion Market Estimate Game Distribution Fragmentation 82
FUTURE OF MOBILE GAMING TECHNOL- 65 MOBILE GAME DEVELOPER 83
OGY PLATFORM: HTML5, LimeJS, CLOUD RUBY PLATFORM & MOBILE GAMING Top 25 Global Mobile Game Developers
36 66 83
OPERATING SYSTEM MARKET SHARE Ruby-based Cross-platform Mobile Frame- Mobile Gaming Platform in Asia 84
AND TREND ANALYSIS 37 work66 800 million Users and Tencent-GREE-mig33
MOBILE GAMERS PLATFORM CHOICE, HTC Ruby and Mobile Casino 67 Alliance for Japan, China & Indonesia
MOBILE CASINO, AND ANROID 39 Top Ten PokeMan Ruby Game on Mobile 85
LOCATION BASED MOBILE GAME AND 68 What about DeNA , Weibi and Asian Market
FUTURE GAMING TREND 39 SOCIAL MEDIA AND MOBILE GAMING 69 Trend? 86
CASE STUDY: SCVNGR - A LOCATION- Mobile Getting Social 69 Developer and the Eco System 86
BASED MOBILE GAMING PLATFORM Social Media: Video Game is the future of GREE 87
42 Mobile Gaming 69 DeNA 88
MOBILE LBS GAMING IN ASIA, ANALYSIS Connecting Console and Mobile Cloud: The Tencent 89
AND FUTURE DIRECTION 44 Next Big Play of Gaming 70 Mig33 90
MULTIPLAYER MOBILE GAMING (MMG) Mobile Video Game Infographics: A Growing PapayaMobile 90
46 Trend 71 APAC Region 92
ANROID: TOP 10 MULTIPLAYER Angry Birds Infographics: 140 million Southeast Asia 93
GAMES47 Downloads 72 Japan 93
iPhone: TOP 10 MULTIPLAYER GAMES Case Study: Zynga and Mobile Gaming Stu- China 94
49 dio 72 Indonesia 95
MULTIPLAYER MOBILE GAMING (MMG) Case Study: Virtual Go-To Community of Malaysia 95


Table of Contents
Thailand 95 Top 10 growth markets in Asia 115 Grameenphone 155
The Philippines96 China 116 Indosat155
Singapore 96 Japan 117 Mobicom 155
Case Study: Zipline Games 97 Korea 121 Vodafone New Zealand 156
ECONOMIC DRIVER OF MOBILE GAMING Russia 123 Mobilink 156
98 Australia 125 AIS Thailand 156
Revenue Dimension in Mobile Gaming 98 India 127 Mobile Communications Company of Iran
Tips for Making Money from Mobile Gaming Indonesia 130 (MCI) 157
100 Thailand 131 Cellcom 157
GROWTH DRIVER OF MOBILE GAMING Philippines 132 MOBILE GAME PRICING 159
100 Malaysia 133 Gaming Pricing Model: 360% Analysis 159
MOBILE PENETRATION AND GAMING Singapore 134 Average Mobile Gaming Price 160
MARKET 2011 - BEYOND 101 Vietnam 135 Average Download per User: 9 games Per
Asia-Pacific Leads Mobile Penetration 101 Hong Kong 136 User161
5 Trends Shaping the Mobile Gaming Indus- Mongolia 137 MOBILE GAMING vs VAS REVENUE 2008-
try 102 New Zealand 137 2013 162
GLOBAL MOBILE GAMING MARKET- Taiwan 138 MOBILE ADVERTISING REVENUE 2015
PLACE 104 Bangladesh 138 163
Global Mobile Gaming Market 2011 - 2015 Sri Lanka 139 ASIAN MOBILE GAMBLING MARKET: 3.91
104 Pakistan 139 CAGR by 2015 163
Global Mobile Gamer Demographics 105 Turkey 139 MOBILE GAMING BUSINESS STRATE-
Types of Global Game player and Social Iran 140 GIES 164
Game Trend 105 Israel 140 MOBILE GAME MONETIZATION METH-
A Global Trend: Decoupling from Apps 106 Saudi Arabia 140 ODS: 29 BUSINESS MODELS 166
Global Mobile Gaming Revenue projection Afghanistan 141 CASE STUDY: ANGRY BIRDS - A SUC-
2008 -2015 107 Iraq 141 CESSFUL MOBILE GAME STORY
Mobile Gaming End User Revenue 2009- Syria 141 169
2014 107 UAE 142 MOBILE GAMING DISTRIBUTION CHAN-
Global Mobile Gaming Revenue by Region Egypt 142 NEL 173
2008 -2013 108 Kazakhstan 143 MOBILE GAMING ECO SYSTEM / VALUE
Regional Revenue Segmentation 2009 - Kyrgyzstan 143 CHAIN 174
2013 109 Uzbekistan 143 VALUE CHAIN PARTNERSHIP 175
ASIAN MOBILE GAMING MARKETPLACE TELCO OPERATOR ANALYSIS 144 OTA Value Chain 175
109 Top 15 Mobile Operators in Asia by Sub- Intellectual Property Rights (IPR)
APAC (ASIA PACIFIC) 110 scribers144 175
Market Size: 92% Game Deployment Ratio China Mobile 145 Developer Engagement 175
110 China Unicom 145 Aggregator Engagement 176
Revenue Forecast 2008-2013: Game Airtel (Bharti) 146 Carrier and Operator Engagement
Download Supersedes Real-Time Games Reliance Communications 147 176
111 Telkomsel 148
Mobile Game Genres: APAC Leading Opera- NTT DoCoMo 148
tor 112 Viettel 149 Handset Manufacturer engagement
ME (MIDDLE EAST) 113 Smart Communications149 176
Market Size: 70% Game Deployment Ratio VimpelCom 150 Sales Channel Engagement 176
113 SingTel 150 End-Customer Engagement 177
Revenue Forecast 2008-2013 113 Axiata Group Berhad 151 REVENUE SHARING IN MOBILE GAM
Mobile Game Genres: ME Leading Opera- Saudi Telecom Company (STC) 151
tors 114 Etisalat 152 OF MOBILE GAMING BUSINESS 178
CENTRAL ASIA 114 Maxis 153 IMPACT OF BRAND IN THE SUCCESS
SOUTH EAST ASIA 115 Turkcell 153
ASIAN GAMING MARKET: COUNTRY Qtel 153
PROSPECT115 Telstra 154


Table of Contents
OF MOBILE GAMING 178 Recommendation for Grabbing Business
MOBILE GAMING: INTERSECTION OF Opportunity 185
VEDIO GAME & MOBILE DATA APPLI- Recommended General Considerations for
CATION 179 Market Players 185
EVOLUTION OF MOBILE GAMING: A Recommended Considerations for game
CONCEPTUAL FRAMEWORK developers & publishers 185
180 Recommended Considerations for Portal
BEST GAMING PRACTICE: JAPAN & Providers & Mobile Operators
KOREA 180 186
WHERE IS THE MONEY?181 Enter Asian Digital Game Market: $30 bil-
WHERE IS THE OPPORTUNITY? A lion by 2016 187
GAMIFICATION TREND 183
RECOMMENDATIONS 184
Recommended Drivers to Stimulate the
Uptake of Mobile Gaming 184
List 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: DeNA's 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,


List of Figures
Figure 51: Mobage on Mobile
Figure 52: Mig33 in different basket
Figure 53: Papaya Mobile Info graphics
Figure 54: Driving Revenue in Mobile gaming
Figure 55: F2P Virtual Goods
Figure 56: Mobile penetration density
Figure 57: How word of mouth take place
Figure 58: Global mobile games Revenue 2008-2015
Figure 59: Mobile Gaming End-User Revenue Projection by Market Insight
Figure 60: Global Mobile Games Revenue by Region 2008-2013
Figure 61: Mobile Game Market by Region 2006-2011
Figure 62: Informa-Regional Revenue Segmentation 2009 - 2013
Figure 63: APAC market Sizing
Figure 64: APAC Revenue Forecast 2008-2013
Figure 65: Mobile Game Genre - APAC Leading Operator
Figure 66: ME Market Sizing
Figure 67: ME Revenue Forecast 2008-2013
Figure 68: Value Chain of Japanese Gaming Business
Figure 69: Mobile Gamer Town - Mobage
Figure 70: Age wise time spent playing games per day in Korea
Figure 71: Mobile Gamer by Gender in Korea
Figure 72: Mobile Game Download by Age in Korea
Figure 73: Russian Gaming Industry Market Volume
Figure 74: Market share of MNO, Casual and Social Games 2008-2015 Market share of MNO, Casual and Social Games 2008-2015
Figure 75: Mobile Gaming Pricing Model
Figure 76: Average Mobile Gaming Price
Figure 77: Average mobile game download per user
Figure 78: Gaming contribution to VAS revenue: Bar Chart
Figure 79: Gaming contribution to VAS revenue: Pie Chart
Figure 80: Mobile gambling ecosystem preview
Figure 81: Mobile Gaming Business: Understanding user
Figure 82: Platform based strategy
Figure 83: Angry Birds Logo
Figure 84: A yellow bird collapses a structure onto several pigs
Figure 85: How Does Angry Birds Looks
Figure 86: Mobile Gaming Value Chain / Eco System
Figure 87: OTA Value Chain Partner
Figure 88: Revenue sharing in mobile gaming value chain
Figure 89: The impact of brand in the success of mobile game
Figure 90: Mobile game as intersection of video game and mobile data application
Figure 91: Evolution of Mobile Gaming: A conceptual framework
Figure 92: US App store revenue proportion from top 100 grossing games
Figure 93: Recommended necessary action of mobile gaming market participant
Figure 94: Recommendation for grabbing business opportunity150


List of Tables
Table 1: Minimum device requirement for Windows Phone
Table 2 : DoJa Profile
Table 3: Top 10 MMG Anroid
Table 4: Top 10 MMG iPhone
Table 5: Telecommunication bands in the Infrared
Table 6: Mobile gambling game statistics 2011
Table 7: Pocket gamer award 2010
Table 8: Top 10 PokeMan ruby game on mobile
Table 9: Mobile Game Genres
Table 10: Top 10 growth market in Asia - December 2010
Table 11: Handset Manufacturer list in Japan
Table 12: Telecom operator list of Australia
Table 13: Telecom operator list in India
Table 14: Top 5 operator list of Indonesia
Table 15: Telecom operators in Philippines
Table 16: Telecom operator in Singapore
Table 17: Top 3 telecom operators in Vietnam
Table 18: Telecom operator in Hong Kong
Table 19: Telecom operator in Mongolia
Table 20: Mongolia - key telecom parameters - 2006; 2009, 2011 (e)
Table 21: Top 15 mobile operators in Asia (by subscribers) - December 2010
Table 22: ANGRY BIRDS: Reception Scoring
Table 23: Key revenue sources & cost item in mobile gaming business


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