Mobile publishing and platforms landscape in Asia

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The document discusses opportunities for mobile game publishing and platforms in Asia. It notes that Asia is the largest market for games, leading in both mobile revenues and growth. It provides an overview of top grossing games and markets in various Asian countries and regions. Key considerations for success include localizing games, marketing, live operations and community management to understand and appeal to local audiences. Localization requires adapting content, messaging and strategies between different Asian markets.

Software

SPOTLIGHT: ASIA
Mobile Publishing and Platforms Update
Stephen Lee, 6waves
(c) Six Waves Inc. Private and Confidential.

Japan
Beijing
Hong Kong
Taiwan
Seoul
 6 global offices
 300+ games published
 Mobile focused
 Top Grossing track record
San Francisco

THE OPPORTUNITY
(c) Six Waves Inc. Private and Confidential.

ASIA IS THE LARGEST MARKET FOR GAMES
(c) Six Waves Inc. Private and Confidential.

ASIA LEADS IN BOTH MOBILE REVENUES
AND GROWTH
(c) Six Waves Inc. Private and Confidential.
Source: newzoo

GETTING STARTED
(c) Six Waves Inc. Private and Confidential.

TOP 5 GROSSING GAMES
WESTERN APP STORES
2015
US
UK
Australia
Canada
Germany
2016

TOP 5 GROSSING GAMES
ASIAN APP STORES
2015 2016

ASIANS LOOK ALIKE?
(c) Six Waves Inc. Private and Confidential.

VERY DIFFERENT
(c) Six Waves Inc. Private and Confidential.

(c) Six Waves Inc. Private and Confidential.

CHINA ANDROID STORES
(c) Six Waves Inc. Private and Confidential.

HIDDEN REVENUES
(c) Six Waves Inc. Private and Confidential.

CHALLENGE
(c) Six Waves Inc. Private and Confidential.

HIGHLY COMPETITIVE
(c) Six Waves Inc. Private and Confidential.

CPI
(c) Six Waves Inc. Private and Confidential.
INCREASING MARKETING COSTS

TOP GROSSING WESTERN GAMES IN JAPAN
(c) Six Waves Inc. Private and Confidential.
No casual games from overseas
Proven strategy gameplay
HUGE marketing budgets!
#18 #23
#29 #32
#50

TOP GROSSING WESTERN GAMES IN KOREA
(c) Six Waves Inc. Private and Confidential.
HUGE Marketing Budgets!
Large IP, Local publisher
#6 #17
#30 #39 #37
#19
#4
#35
Local office
Local support
Large IP

OPPORTUNITIES
(c) Six Waves Inc. Private and Confidential.

Text
Thailand
21%
Philippines
11%
Singapore
15%Vietnam
14%
Indonesia
20%
Malaysia
19%
SOUTH EAST ASIA
38%
Growth

(c) Six Waves Inc. Private and Confidential.
HONG KONG ADVANTAGES
• English is an
official language
• Global-leading
metrics
50%50%

INCREASE YOUR CHANCE OF SUCCESS
IN HONG KONG AND TAIWAN
(c) Six Waves Inc. Private and Confidential.

LOCAL GAMES - THE TOP 100 GROSSING CHART
85%
65%
70%
70%
48%
Japan South Korea Taiwan Hong Kong US
(c) Six Waves Inc. Private and Confidential.
Source: AppAnnie

GAMES GENRE- THE TOP 100 GROSSING CHART
(c) Six Waves Inc. Private and Confidential.
Source: AppAnnie
38%
41%
38%
37%
16%
9%
12%
16%
21%
17%
10%
9%
15%
13%
5%
JAPAN SOUTH
KOREA
TAIWAN HONG
KONG
US
RPG Strategy Action

GAMES GENRE- THE TOP 100 GROSSING CHART
(c) Six Waves Inc. Private and Confidential.
Source: AppAnnie
16%
17%
5%
25%
17%
US
RPG Strategy Action Casino Casual

OTHER PLATFORMS
(c) Six Waves Inc. Private and Confidential.

OPPORTUNITY
(c) Six Waves Inc. Private and Confidential.

WHAT’S NEXT?
(c) Six Waves Inc. Private and Confidential.

KEY CONSIDERATIONS
Localize
your Live
Ops &
Community
Localize
your
Marketing
Localize
your
Game
•Understand
your
Audience
(c) Six Waves Inc. Private and Confidential.

Not all games are
suitable for Asia
KEY CONSIDERATIONS
Understand
your Audience
(c) Six Waves Inc. Private and Confidential.

Much more
than Text
KEY CONSIDERATIONS
Localize Your
Game
(c) Six Waves Inc. Private and Confidential.

LOCALIZING FROM WEST TO EAST
(c) Six Waves Inc. Private and Confidential.

LOCALIZING FROM EAST TO EAST
(c) Six Waves Inc. Private and Confidential.

Both online & offline
marketing are
important in Asia
KEY CONSIDERATIONS
Localize Your
Marketing
(c) Six Waves Inc. Private and Confidential.

Hong Kong Korea Taiwan Japan
ONLINE WORKS, BUT VERY DIVERSE

OFFLINE IS EQUALLY IMPORTANT
(c) Six Waves Inc. Private and Confidential.

(c) Six Waves Inc. Private and Confidential.
TOKYO
13,297,269

10,048,850
(c) Six Waves Inc. Private and Confidential.
SEOUL
10,048,850

(c) Six Waves Inc. Private and Confidential.
TAIPEI
3,954,929

(c) Six Waves Inc. Private and Confidential.
HONG KONG
7,298,600

Take Care of
Your Players
KEY CONSIDERATION
Localize Your
Live Ops and
Community
(c) Six Waves Inc. Private and Confidential.

KEY CONSIDERATION
Localize
your Live
Ops &
Community
Localize
your
Marketing
Localize
your Game
Understand
your
Audience
(c) Six Waves Inc. Private and Confidential.

THANK YOU
&
GOOD LUCK!
stephen.lee@6waves.com
(c) Six Waves Inc. Private and Confidential.

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