Mobile game developers face major user acquisition affordability and discovery challenges, so it's time to think about a new way to make your game economically viable. Learn from Hollywood, and look East toward next year's $6 billion mobile games market market. Of course, you can only succeed if you understand user preferences, technical requirements, and the intricate publishing ecosystem. While developing your next title, think “China-First”.

1. “China-First” Strategy: Optimize Your Game for the
Soon-to-Be World’s Largest Mobile Games Market
William Heathershaw, Developer Relations, SkyMobi
Updated November 2014

2. • Nasdaq-listed, Sequoia funded
• Maopao app platform
– 30 million MAU
– 400,000 new users daily
• Publishing
– 100+ distribution partners
– 9 year operators relationships
– Use Maopao for testing before publishing

3. Today’s Presentation
• Why “China First”
• Top 10 Games in October 2014
• Preferences & Trends of Largest User Segment

4. 80% of Chinese Access Internet via Device
Source: KPCB

5. More Mobile Smart Devices in China than People in Europe
Total Number of Active Devices and Devices Used for Games 6/13-6/14
Total Numbers of Devices Actively Used and Devices Used for Games
1.48
Between June 2013 and June 2014
3.2
8.1
1.1
3.1
7.9
77%
96% 97%
100%
80%
60%
40%
20%
0%
10
8
6
4
2
0
Jun 2013 Dec 2013 Jun 2014
Active Mobile Device Active Game Devices Proportion

6. CPI Increased 41% YoY

7. Hollywood’s “China First”

8. Top 10 Games in October
Qihoo 360

9. Luan Dou Xi You (MOBA)

10. Fun Fest (Match 3)

11. Chinese Poker

12. Dragon Oath 3D (MMORPG)

13. Fishing Joy 3 (General Arcade)

14. Dao Ta Chuan Qi (MMO/Cards/Strategy)

15. Popstar! (Puzzle)

16. Temple Run 2 (Runner)

17. Lightning 2014 (STG)

18. PvZ 2 (Strategy)

19. Summary of Top 10
• 1 Strategy
• 1 Runner
• 1 Puzzle
• 1 Match 3
• 1 Strategy/Card
• 1 MMORPG
• 1 Chinese Poker
• 1 General Arcade
• 1 MOBA
• 1 Shooting
4 Casual; 4 Mid Core; 2 Core

20. Summary of Top 10 (September)
• 2 Strategy
• 2 Runners
• 2 Fighting
• 1 Match 3
• 1 STG
• 1 Card battle
• 1 General Arcade
6 Mid Core; 4 Casual

21. SkyMobi Portfolio

22. Dungeon Quest, ShinyBox
(ARPG)

23. Major Mayhem, Rocket Jump (Shooting)

24. King Pele, Cosi Productions (Sports)

25. Skiing Fred, Dedalord (Runner)

26. Battle Towers, Game Insight (Strategy)

27. Beach Buggy Racing, Vector Unit (Racing)

28. Preferences & Trends
from 3nd Tier Cities

29. Distribution of Active Devices in Chinese Cities
1st Tier cities only have 10%
of China’s population
1st Tier Cities: Beijing,
Shanghai, Guangzhou,
Shenzhen

30. Fun Game Features
Difficulty
7% Special effects
and audio
8%
Gorgeous images
8%
Reasonable
IAP or FTP
12%
Innovation
Play Style
14%
Challenging
18%
MultiPlay Gamer
17%
Rewards
16%

31. Criteria Considered When Choosing Game
Icon
7%
Screenshots
8%
Package Size
12%
Name
13%
Game Description
Ratings
19%
Number of
Downloads
19%
22%

32. How to Choose Game
TV, newspapers,
traditional
advertising
5%
BBS, Post
Bar, Microblog
8%
Other
9%
Mobile Ad
21%
Mobile Appstore
Friends
23%
34%

33. Why Spend Money in Game?
Affected
by
friends
9%
buy items to
decorate
29%
Speed up the pace
of the game
29%
pay to pass the
level
33%

34. Technical Requirements

35. Majority of Users Download with Data
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore

36. Handset Performance Increasing,
238
251
271
316
377
282
298 303
323
354
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
 AVG.RAM
 AVG.ROM
but yet Relatively Low End
Source: Maopao appstore

37. San Francisco
Welcome to Hangzhou