SkyMobi Chinese Mobile Games Market August 2014
- 1. China’s Mobile Games Market and Publishing William Heathershaw, Head of International Marketing, SkyMobi • Market Overview • Largest User Segment Preferences and Trends • Publishing in China Updated August 2014
- 3. China Mobile Internet Users as % of Internet Users Source: KPCB
- 4. Total Number of Active Devices and Devices Used for Games 6/13-6/14 Total Numbers of Devices Actively Used and Devices Used for Games 1.48 Between June 2013 and June 2014 3.2 8.1 1.1 3.1 7.9 77% 96% 97% 100% 80% 60% 40% 20% 0% 10 8 6 4 2 0 Jun 2013 Dec 2013 Jun 2014 Active Mobile Device Active Game Devices Proportion
- 5. Percent of Global GDP Source: KPCB
- 6. Conversion of Users to Paid and ARPU (Android) 6.62 0.39 11.49 8.56 6.11 2.08 2.49 14.26 Card Battle Table SLG STG ACT RPG Puzzle Casual ARPU Conversion Rate 3.74% 4.25% 1.70% 1.60% 3.08% 2.08% 1.19% 2.70%
- 7. Conversion of Users to Paid and ARPU (iOS) 4.45 1.73 0.48 12.59 9.99 7.89 2.26 14.42 Card Battle Table SLG STG ACT RPG Puzzle Casual ARPU 0.19% Conversion Rate 1.52% 1.45% 0.71% 0.74% 0.77% 0.35% 1.05%
- 8. The Largest Mobile Gamer Segment
- 9. 3rd and Lower Tier Cities • Population • Provincial GDP • Cities with strong economic growth • Geography vicinity to other powerful cities • Advanced transportation infrastructure • Historical and cultural significance Source: American Chamber of Commerce
- 10. Distribution of Active Devices in Chinese Cities 1st Tier cities only have 10% of China’s population 1st Tier Cities: Beijing, Shanghai, Guangzhou, Shenzhen
- 11. Annual Changes of Daily Sessions per User Source: umeng
- 12. Preferences and Trends of Gamers in 3nd Tier Cities and Lower
- 13. Game Preference Source: Maopao appstore
- 14. Game Preference Trend Casual Action Card Racing RPG Adventur e Time Source: Maopao appstore
- 15. Wifi vs Cellular Network Usage for Downloads Source: Maopao appstore
- 16. 238 251 271 316 377 282 298 303 323 354 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 AVG.RAM AVG.ROM Handset Performance Increasing, but yet Relatively Low End Source: Maopao appstore
- 17. Most Responsive Time Periods to Promotions Source: Maopao appstore
- 18. “Hmm, can they monetize?” • Most affordable form of entertainment • Able to “show face” through games
- 20. Localization • Language • Theme/Story • Items for IAP • Monetizing Schedule (3 minutes)
- 21. Distribution Channels 400+ Android distribution channels • App stores: MyApp, 91.com, • OEM: Xiaomi, SkyMobi (Maopao) • Carrier pre-installs: SkyMobi (Maopao) • Mobile browser: UCWeb • Wifi network: CMGE
- 22. What We Look for in Games • Built on leading game engine • Size less than 50 MB • Not dependent on social network • Monetizes with IAP
- 23. What Do We Look for in Games • Quality (Art style, Music, Graphics, Gameplay) • Potential popularity • Degree of difficulty and resources to localize • How fun is the game • Cute, attractive graphics
- 25. Billing • 80% through SMS • Difficulties – Differences in regional carrier – Bugs, negative feedback • Billing SDK
- 26. Marketing • Distribution channels • PR/Media • Few open networks, exchanges
- 27. Monetizing • IAP: passing levels, tools, VIP status • Pricing: 1-4 RMB
- 28. Revenue Split Channel 30% Billing 30% Publisher 25% Developer 15%
- 29. • Nasdaq-listed, Sequoia funded • Maopao app platform – 30 million MAU – 400,000 new users daily • Publishing – 100+ distribution partners – 9 year operators relationships – Use Maopao for testing before publishing
- 31. Proudly based in Hangzhou, China San Francisco Visit Us!
- 32. Köszönöm!
Editor's Notes
- #2: 3rd party sources, behemoth