Mobile Game Asia 2015 Ho Chi Minh City: Monetization strategies in Southeast Asia
Aug 18, 2015
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Monetization Strategies in Southeast Asia
Preecha P.Co-CEO : MOL Global, Inc.July 9, 2015
SEA Market
Local languages: 8Total gaming revenue: US $1.1 billion (2014), expected to double by 2017*, and surpass US $7 billion by 2019**
Major Gaming Mkt.
Population (m)
GDP per Capita
Internet Users (%)
Mobile Phone (%)
Smartphone (%)
Gaming Revenue (m)
Indonesia 254 $3,514 15% 85% 43% $181
Malaysia 30 $10,829 67% 96% 71% $214
Philippines 107 $2,843 35% 87% 55% $97
Singapore 6 $56,286 72% 96% 88% $201
Thailand 67 $5,560 37% 96% 64% $230
Vietnam 93 $2,052 38% 93% 55% $156
*Source: Newzoo Report**Source: Frost & Sullivan
Monetization – Publisher Approach
Awareness Download/Install Play Pay
Target/Media/CPI File Size/Stability Content/Community Design/Payment
Monetization – Content Owner Approach
Content Good content/Game Play/Stability/File Size/Monetization Design
PublishingSelf Publishing/Local PublisherRegion-Global PublisherTarget/CPI
PaymentCoverage/Fee/Trust Worthy
Payment options in SEA1. Credit Card
Selected Market 2013(%)
2014F(%)
2015F(%)
Indonesia 2.6 2.7 2.8
Malaysia 16.7 17.3 17.9
Philippines 5.0 5.1 5.7
Singapore 55.2 57.5 59.6
Thailand 7.8 8.1 8.5
Vietnam 1.5 2.0 2.3Source: The Frost & Sullivan report. Note: Percentages reflect the numbers of unique users of credit cards during the specified periods as a percentage of the total adult population as of the end of such periods.
Credit Card Ownership in Selected Markets
2. Prepaid Cards - Types
o game / company’s card -
o local third party card – o multi-country card -
Payment options in SEA
(Games can use Mobile Topup Card to topup games)
2. Prepaid Cards - Consideration Points
o Card distribution coverageo Taxationo Local Regulation
Payment options in SEA
3. Mobile Payment - Types
o Premium SMSo Direct Carrier Billing
Payment options in SEA
Easy2Pay covers Thailand, Singapore, Indonesia, Philippines, Vietnam, and MENA
4. Online Banking – Types
o Direct to the Banko PSP
Payment options in SEA
Example) In Vietnam, Nganluong connected to 24 banks and provides all 4 types of payment option.
Payment options in SEA
How to select the right payment in SEA
Coverage
Reasonable Fee
Comply with local regulations
Good Credentials
MOL in SEA Market
From startup to market leader
2008
Singapore, MOLReloadsin 7-Eleven Malaysia
2009
Thailand
2010
Facebookpartnership
2001
MOLPointsMalaysia
2000
Founded2011
Philippines & Indonesia, MOLPay
USA, Australia, Brazil, New Zealand
2012
Turkey, Vietnam & Taiwan
2013
USD400+ mm volumes
Note: Volumes represent total volumes for all products.
USD300+ mm volumes
USD 500+ mm volumes
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