29. 移动游戏三大分类
WAP App HTML5
Game access •Operator(移动梦 •App store/market •Search
网） •Social platform •Portal/browser
•Portal(UC, 3G, etc) •In-game •Social platform
•Pre-install referral/ads
•Pre-install
•Search
Payment •Operator •Apple store •Least regulated
•Social platform •Social platform •Tech not ready
•Android-China
User ownership • Mainly operator •App store/market •Social platform
•Social games •Social games
•Social platform
CP profit sharing • 30% • 70% for app store •Close to web
games
Content •Low quality •High quality •Mid-high quality
differentiation •Little difference •Much difference •Much difference
Key challenge •Access points •Payment •Timeline
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30. 移动应用游戏的分类
Heavy
MMO RPG/SLG: 二
战、江湖行
Strategy/SL Gambling: Zynga poker
动作 G:
体育 三国塔防 SLG: Crime
射击 坦克大战 city, iMobsters
竞赛 僵尸
街游
Single 音乐 Social
Puzzle:
Cut ropes
Birds Social games: farmvile, zoo,
地铁总动员 胡莱三国，奇迹之城
Card and board
Light
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31. 游戏类别典型代表
Hardcore
Premium Free
Casual
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32. 中国iOS前20名的游戏
Category # of games Games
Card and Board -
Puzzle 3 Zombie，Where is my water
Action 4 Infinity， Asphalt，Fruit Ninja, King of fighters
Strategy/SLG 1 三国塔防
Social games 4 胡莱三国，开心水族箱，摩尔庄园，Smurfs
SLG online games 3 掌上三国， Japan life, Galaxy empire,
Gambling 1 Texas poker
MMO RPG/SLG 4 二战风云，神仙道，Dungeon Hunter, 江湖行
• 挺多成功手游是web game的拓展版
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33. VC支撑的中国移动游戏公司
Cross Game
Company Game type Investors
PC/Mobile categories
顽石 Yes App MMO/Social 挚信资本/成为/IDG资本
胡莱 Yes App Social 红杉，腾讯
摩尔庄园（淘米） Yes App Social 启明，Saban capital
博雅 Yes App Cards 红杉中国
摩卡世界 Yes App Social/SLG 海纳亚洲
恺英网络 Yes App Social/SLG 凯鹏华盈/经纬创投/清科创投
Redatoms No App Music/SLG GSR
Animoca Yes App Social 英特尔投资
TipCat Yes App Puzzle/action 红杉中国
涂鸦移动 No App Social 凯鹏华盈/创新工场/清科创投
木瓜移动 No App Social 凯旋创投/DCM
梦龙移通 No App Action 达晨创投
啪嗒游戏 Yes App Social 创新工场
3G游游 No App Action/Puzzle 银泰资本/招商和腾
盈趣信息 No App Puzzle 晨兴创投
• 9 out of 15 companies offer games across PC browser and mobile platform
• 10 out of 15 are social related games
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34. 移动游戏典型代表分类
Heavy
顽石
Redato
m
梦龙 Redato 摩卡世
3G游游 m 界
TipCat
Single TipCat Social
胡莱
恺英
摩尔庄 啪嗒游
博雅
园 戏
木瓜移
盈趣信 涂鸦移 动
息 动
Animoca
Light
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36. 单机游戏 VS 社交游戏
Game profit
Social games
Console games
Launch
date
Timeline
For Internal Use Only 36
37. Console games Social (web/mobile)
# of package sales and 1. Life time revenue
“Hit” definition
revenue 2. User activity (DAU)
3-12 months for social games
Game development cycle 24+ months
12-24 months for MMO
$0.5-1M for social games
Game development cost $10M or more
$1M+ for MMO
Package sales, mainly in the
Revenue collection Operation intensive, ROI tuning each month
first quarter
38. Zynga vs. EA/Blizzard
Zynga as a reference (Q3-2011)
Games DAU
Texas poker 6,300,000
Farm ville 7,300,000
City ville 10,400,000
Empire allies 3,200,000 Top 7 of 17-20 games
Word w/ frieds 5,900,000 count for 75% of the
Pioneer trail 1,700,000 activity
Castle ville 8,300,000
Total 58,000,000
Console game as a reference
Q3-2011 Total 1M+ 1M+ seller Comments
games seller % of total
rev
EA 322 99 74% 1/3 games count for 3/4 income
Blizzard 285 43 74% 1/6 games count for 3/4 income
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40. 支付及收入分成情况
Platform Studio Payment
tools
Facebook 30% 70% Facebook
Tencent 0% 100% <￥100K/mon Tencent
30% 70% <￥1M/mon
50% 50% <￥10M/mon
60% 40% <￥30M/mon
70% 30% >￥30M/mon
Renren 52~44% 48%~56% Renren
1st year free if use SDK
Weibo 30% 70% Weibo
1st year free
Apple store 30% 70% Apple
Android market 30% 70% Open
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47. Why Mobile Social Gaming?
• Highly profitable business model low costs of development, customer acquisition
(through social networks), and publishing (no physical product)
• Lower risk R&D - social games can be rolled out much more quickly with smaller
budgets and development teams. Since games are played as a service delivered
over Internet, developers can utilize real-time customer activity to access and
modify components of games throughout game’s life. Publisher can use data to
decide whether to continue investing in a game or kill the project (reinforce
winners and cut losses on losers). Average cost $550k vs $10m on console device
• Zynga has no inherent advantage on Mobile – lack of dominating market share,
lack of high quality content to drive acceptance
• Xbox Live have proven that players want to play their games with other people
$750 million in revene ($60/year subscription fee) why not on mobile?
• Many console publishers are struggling to adapt to online/mobile
Keytone Ventures For Internal Use Only 47
