Tapping Indonesia's Local Market - Casual Connect Asia 2012

Tapping Indonesia’s
Local Market
the necessity of localization

@dienw

Thursday, May 24, 12

about
• Co-founder & CEO of Altermyth
• Altermyth is one of the key player in the
Indonesia’s game industry
• Since 2003
• Develop & Publish (mainly local market)
• Square Enix’s local partner for mobile
contents

casual connect asia @ singapore - 22-24 May 2012

Indonesia

• Where?
• What?
• Why?
• How?


where?


what?


?

Indonesia is a country with
230+ million population
4th biggest after China, India, and US

largest in South East Asia

Jakarta and its surroundings by themselves are 25
million in population, among the top 3 city in the
world, competing with Tokyo, Seoul and Shanghai
(www.citypopulation.de)


We speak ‘Bahasa Indonesia’ as our national
language across the nations
with more than 746 local languages spoken daily


Internet users are around 40m
(17% penetration)
(Internet World Stats)

Facebook users 4th in the world, 2nd in Asia after
India (42,5m users, age 16-34, 58% male)
(www.socialbakers.com)

Twitter users 5th in the world, 2nd in Asia after Japan
(around 19,5m)
Top twitter followers in Asia is in Indonesia by 4,400,000+ followers
(www.semiocast.com)


Mobile users are recorded around
250m subscribers
5th in the world after China, India, US, Brazil
(110% penetration)

Telkomsel the largest mobile operator
with 110m subscribers
40m of them are data subscribers

Indosat & XL each contributes around 50 million
subscribers
(Asosiasi Telekomunikasi Seluler Indonesia, various of sources)


USD
60-200

USD
60-150

SOLD OUT !!!
USD
60-200 USD
75-300


Flash Developers are flourishing
Some of them are award winnings!

Cube Colossus by
Lucidrine
FGS 2010: People’s
Choice Awards

Planetary Conflict
by Toge Productions
FGD 2011: Best
Multiplayer Game

“There are many others with rating more than 80%”


why matters?


big market...

hard to monetize?


Reported 7m online gamer
One successful online game can make revenue
about 500,000 USD/mo

ARPU 7-8 USD
(around minimum100,000 active users for a hit title)

Top recorded CCU was 200,000 CCU
by Point Blank (FPS)

(various of sources)


One of the mobile game we operated
grossing in average of 50,000 USD/mo
only from one mobile carrier (exclusive)

ARPU 0.2 USD

Average transaction of 200,000-300,000
transactions/mo

Running for the straight continuous 3+ years since 2009

Now is decreasing to 20,000-30,000 USD/mo


There’s an investment bubble on startups,
for internet companies, also games.
Mostly by Asian companies: Indonesia, Singapore, Japan.

Almost all of the big Japanese companies already looked
at Indonesia’s game industry very closely

Yahoo, Google and others are opening ofﬁces in
Indonesia

Some of them acquiring local businesses
(Groupon, Living Social)

Gameloft opened a studio in Jogjakarta (around 100 staffs)

who will smartly gain the advantage... ﬁrst?


easy?

NO!

CHALLENGES:
market readiness
payment
distribution


how?


understand the market


Indonesia are socio-economically diverse


Price Insight

• 1 USD = 10.000 IDR = 1000 JPY
• Common credit balance on mobile is
around 5000-10,000 IDR
• Most credit top-up is 10,000 IDR


localize?


define your market!

not just social demographic
but also economic level


CASE


1st time - SQEX/FF localize
into Indonesian language.

1st time - SQEX/FF release a
product before Japan or
Global.
Released at Nov 23rd, 2011, at
Samsung Store, Indonesia region.
Released at Dec 1, 2011 in Japan
through Docomo store.

1st time - SQEX/FF release a
product ﬁrst in foreign
languange, not Japan or
English/global.


localize

localize approach (EA/Gameloft case)
localize price point (EA/Gameloft case)
localize language (online games, other businesses)
localize contents
localize theme/game


localization case

bahasa Indonesia are tend to be longer in sentences
might be to formal sometimes


summary


we’re not a jungle..


it’s immensely potential,
still in the very early stage,
therefore need an extra care on the
preparation and execution


thank you
@dienw
dienw@altermyth.com
+62 817191581


Tapping Indonesia's Local Market - Casual Connect Asia 2012

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