ADWAYS Global Ad Day 2016 Creating Success for Mobile Games in SEA Presented By: Robin Ng
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ADWAYS Global Ad Day 2016Creating Success for Mobile Games in SEA
Presented By: Robin Ng
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
Leading Game Publisher in SEA
15 Years
6 Countries
600+ Staff
33 Published Games
150m Gamer Base
Public Listed in Thailand
Asiasoft – Some Facts
Mobile Games Success in SEAFACTORS In Creating Success
Asiasoft Games – Hits, Misses, Cheers & Boos
Learning through the hard way, there are bound to have Ups andDowns. Asiasoft has its fair share of success and failures which arevaluable lessons for us.
6
Asiasoft Games – Hits, Misses, Cheers & Boos
The best performed game for Asiasoft that operates over 2 yearsand is still operating in Thailand.
7
Factors learnt for Building Success
MARKET
PLAYERS
PARTNERS
CONTENT
COMMUNITY
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
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
The SEA Market – The Appstores
RESEARCH the Trends, it helps to know where your game can
be in SEA
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?
21%
31%
24%
13%
6%
2%0%
2% 2%
0%
5%
10%
15%
20%
25%
30%
35%
Less than 30minutes
30 min - 1hour
1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours 5 - 6 hours 6 - 8 hours More than 8hours
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
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
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 Roleplaying
Puzzle Card Quiz Education Adventure Sport Other
Board (50%) is the most popular game genre*Answered only by those play game
The Players – What, Why, Where and When
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
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
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
GET PARTNERS that are already in
the market
They know the market better than thosethat are not
Key Partners to Look for• Advertising• Publishing• Customer Support• Community Engagement• Payment
TRACK RECORD Matters!They know what is failure and what is success
CONTENT is Food to playersHungry Players are Angry Players!!!
Keeping users engaged in the game is crucial to ensurelasting lifecycle.
SEA gamers consume content very fast.Be Prepared to keep up with the demands from hardcore players
COMMUNITY is a place called Home
Keeping players engaged makes them feel
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
CUSTOMER SUPPORT – Showing the CARE
Most of the gamers in countrieswith strong native language useprefer customer support to be inlocal language
SEA gamers needs to be spoonfed, they expect CS to lead themall the way to resolve theproblem faced
Expectations from gamers arevery high especially thosespending users.
Give them the LOVE and theywill pay for it
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
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
27
Questions & Answers
Robin NgDirectorInternational Business &Strategic Development
Asiasoft Corporation PCLM: +65 8121 7577E: [email protected]: www.asiasoft.net
Skype : dweeteng LINE : dweeteng
WeChat : robinasiasoftKakao : dweeteng
Contacting Me!
South East AsiaOverview of the key 6 countries
30
Indonesia – Most Populous in SEA
31
Malaysia – Diversity in Gaming
32
Philippines – Avid Gamers
33
Singapore – Smallest Country in Size
34
Thailand – Matured Gaming Country
35
Vietnam – where the 3rd Party Stores rule!
36
Credits to Information Source
• We Are Social
• Niko Partners
• Nielsen
• Waiwai marketing
• Chartboost
• Asiasoft
• Appannie
• Google – helping me on the searches
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