ADWAYS Session 6. Creating success for mobile games in SEA
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The document presents insights on creating success for mobile games in Southeast Asia, highlighting the region's diverse market, player behaviors, and essential factors like market research, content, and community engagement. It emphasizes the importance of understanding players and forming strategic partnerships while recognizing the high competition and evolving trends within the SEA gaming industry. Asiasoft's experiences serve as valuable lessons in navigating this dynamic landscape.
ADWAYS Session 6. Creating success for mobile games in SEA
- 1. ADWAYS Global Ad Day 2016 Creating Success for Mobile Games in SEA Presented By: Robin Ng
- 2. About ME! My name is Robin Ng International Business Director of Asiasoft Into mobile stuffs since SMS days Specialize on SEA market since early days
- 3. Leading Game Publisher in SEA 15 Years 6 Countries 600+ Staff 33 Published Games 150m Gamer Base Public Listed in Thailand Asiasoft – Some Facts
- 4. Mobile Games Success in SEA FACTORS In Creating Success
- 5. Asiasoft Games – Hits, Misses, Cheers & Boos Learning through the hard way, there are bound to have Ups and Downs. Asiasoft has its fair share of success and failures which are valuable lessons for us.
- 6. 6 Asiasoft Games – Hits, Misses, Cheers & Boos The best performed game for Asiasoft that operates over 2 years and is still operating in Thailand.
- 7. 7 Factors learnt for Building Success MARKET PLAYERS PARTNERS CONTENT COMMUNITY
- 8. The SEA Market – A Diversified Region South East Asia is a region OF - 11 Countries - Different Languages - Different Cultures - Different Behavior - East Meets West
- 9. 9 The SEA Market – The Population • Young Population • Hungry for Content • Smart Phone Conversion • Improved mobile networks (4G, LTE) • Increased Income Level • Lifestyle Changes & Trends
- 10. 10 The SEA Market – The Appstores RESEARCHthe Trends, it helps to know where your game can be in SEA
- 11. Players – Understand them UNDERSTAND Players Behavior WHAT are they playing? WHERE are they playing? WHY are they playing? WHEN are they playing? HOW different are they?
- 12. 21% 31% 24% 13% 6% 2% 0% 2% 2% 0% 5% 10% 15% 20% 25% 30% 35% Less than 30 minutes 30 min - 1 hour 1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours 5 - 6 hours 6 - 8 hours More than 8 hours 51% play games less than 1 hour on a daily average How many hours a day do you spend playing game on smartphone? The Players – What, Why, Where and When
- 13. How many game application do you have in your smartphone? 40% 31% 10% 7% 2% 4% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Less than 5 5-10 10-15 15 - 20 20 - 25 25 - 30 More than 30 40% has less than 5 Games in phone at 1 time The Players – What, Why, Where and When *Answered only by those play game
- 14. What kind of game do you play on your smartphone 50% 41% 38% 37% 31% 29% 28% 28% 24% 20% 19% 0% 10% 20% 30% 40% 50% 60% Board Strategy Action Role playing Puzzle Card Quiz EducationAdventure Sport Other Board (50%) is the most popular game genre *Answered only by those play game The Players – What, Why, Where and When
- 15. 0% 10% 20% 30% 40% 50% 60% What kind of game do you play on your smartphone (by age) Strategy, Card & Board genres are popular especially for the 30’s *Answered only by those play game The Players – What, Why, Where and When
- 16. Where do you play game on your smartphone? 76% 17% 12% 10% 6% 4% 18% 51% 42% 26% 9% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sometimes Often Most players play games at home rather than on the move *Answered only by those play game The Players – What, Why, Where and When
- 17. Where do you get information about new mobile game? 58% 50% 32% 27% 25% 23% 23% 21% 15% 14% 8% 7% 0% 10% 20% 30% 40% 50% 60% 70% App Stores and Facebook the most popular information source *Answered only by those play game The Players – What, Why, Where and When
- 18. 18 GET PARTNERS that are already in the market They know the market better than those that are not
- 19. Key Partners to Look for • Advertising • Publishing • Customer Support • Community Engagement • Payment TRACK RECORD Matters! They know what is failure and what is success
- 20. CONTENT is Food to players Hungry Players are Angry Players!!!
- 21. Keeping users engaged in the game is crucial to ensure lasting lifecycle. SEA gamers consume content very fast. Be Prepared to keep up with the demands from hardcore players
- 22. COMMUNITY is a place called Home Keeping players engaged makes them feel
- 23. COMMUNITY – Are you part of my gang? The community spirit of gamers in SEA is very strong. It creates strong bonding among the players and encourages the members to keep playing and growing. Building the community helps to increase the LTV of the game and retention. The forming of the community roots needs to come from the publisher.
- 24. 24 CUSTOMER SUPPORT – Showing the CARE Most of the gamers in countries with strong native language use prefer customer support to be in local language SEA gamers needs to be spoon fed, they expect CS to lead them all the way to resolve the problem faced Expectations from gamers are very high especially those spending users. Give them the LOVE and they will pay for it
- 25. 25 RECAP of Key Factors MARKET •Research Trends •Localization Needs PLAYERS •Understand Needs •Know who to target PARTNERS •Find the Best •Listen to Partners CONTENT •Keep it Coming •Fast Consumption COMMUNITY •Groom Evangelists •Engage The Players
- 26. 26 THINGS to note for the SEA Market South East Asia is - Has been in the global spotlight - A high growth region but not on revenue yet - East Meets West – Anything Goes! - Seeing fierce competition expected from all over! - Evolving trends and player behavior - Getting Costly
- 28. Robin Ng Director International Business & Strategic Development Asiasoft Corporation PCL M: +65 8121 7577 E: robin.ng@asiagroup.net W: www.asiasoft.net Skype : dweeteng LINE : dweeteng WeChat : robinasiasoft Kakao : dweeteng Contacting Me!
- 29. South East Asia Overview of the key 6 countries
- 30. 30 Indonesia – Most Populous in SEA
- 31. 31 Malaysia – Diversity in Gaming
- 32. 32 Philippines – Avid Gamers
- 33. 33 Singapore – Smallest Country in Size
- 34. 34 Thailand – Matured Gaming Country
- 35. 35 Vietnam – where the 3rd Party Stores rule!
- 36. 36 Credits to Information Source • We Are Social • Niko Partners • Nielsen • Waiwai marketing • Chartboost • Asiasoft • Appannie • Facebook • Google – helping me on the searches