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Mobile Gaming Mobile Gaming -- Challenge and Reward Challenge and Reward
in North America and Japanin North America and Japan
CAPCOM Interactive
o Capcom• Leading video game developer and publisher• Holds more than 40 “million seller” original Intellectual Properties
• Street Fighter • Mega Man• Resident Evil• Lost Planet • Dead Rising
o Capcom Interactive• Developer and publisher for the mobile platform in the Americas• 100% wholly owned subsidiary of Capcom• Established in June 2006
• Headquarters and publishing division in Los Angeles• Development studio in Toronto, Canada
• Fastest growing mobile publisher in North America• Sister companies operate in Japan and EMEA
Publishing
o Distribution• Direct distribution with all 15 carriers
in North America• Operates a Tier 1 carrier’s WAP
business• Conducts more than 500k unit and
subscription downloads per month
o Management• Experienced management from
entertainment, wireless and video game industries and from Fortune 500 companies
Product Portfolio
o Product Portfolio• Balanced product portfolio to address
both “casual” and hardcore game players
• Acquires select high-profile 3rd party licenses
• Award winning games• Best of 2007 • 3GSM Global Awards
o World class in-house studio• Proprietary dynamic coding
techniques and designs• Maximize code compatibility • Faster to market • Cost effective
Capcom Interactive Corporate video
Evolution of Mobile Content
o NTT DoCoMo pioneered digital content distribution on mobileo North America is 2 – 3 years behind, but gaining momentumo Wireless carrier’s role creates a different business model and service
N.A
mer
ica
Japa
n
●iMODE-Browsing-Ringer-Wall paper
● 2DMobile Game(Pac-Man)
● 3DMobile Game
● Digital TV
● Mobilewallet
(Felica)
● Full Music Download
● PS1 classGame
● Motion sensor
● SNS● Ad-supported
● mMODE-Browsing-Ringer-Wallpaper-Game(Java, BREW)
● MovieTV
● 3D Mobile Game
● Music download
● SNS
1999 2000 2001 2002 2003 2004 2005 2006 20092007 2008
Mobile Game Industry - Opportunity
North America
o Approximately $2 billion / 300% growth by 2012
o North America projected to be one of the biggest markets in the next 5 years
o Mobile phone: Potentially the biggest consumer gaming platform
• 250 million units in the marketplace
• Captures both hardcore and casual gamers
Japan
o Approximately $1 billion business
o The most experienced and educated consumers
o Mobile phone: World class consumer gaming platform
• Hardware comparable to PlayStation for gaming
o Fastest network with flat data rate
o Open distribution enables a new business models to develop
Mobile Game Industry - Challenge
North America
o Fragmented market and platform• Approximately 15 carriers • 8 – 10 handset OEMs• Increasing costs in development
(porting, optimization and QA)
o Platform and hardware hinders development
• Limits innovation and game genres
o High barrier to entry
o Limited distribution and marketing
Japan
o Rapidly advancing platform
o Rapid evolution in content• 5 ~ 10 MB (3D) game• Increased costs in principle
development
o Low barrier to entry, anybody can be a publisher
• Highly competitive market
o High customer churn rate• Monthly churn - 50~ 80%
Carrier’s Role and Business Model
North America“Proxy Controlled Distribution”
Carrier’s role:o Platform and Solution Providero Service by a carrier brand
• Host, QA, distribute, and billing and remittance
• More burden and risk on carrier• Select a business partner
o Holds editorial righto Revenue share model
Japan“Open Distribution”
Carrier’s role:o Platform and Solution Providero Billing and Remittance o Service by a publisher brand
• Publisher develop, QA, host, and distribute the content directly to end-user
o No editorial righto Small commission charge model
o Closed and exclusive club “Members Only”
o Maximize opportunities within club
o More opportunities for innovative players
o More opportunities for new services, and innovative business models
Value Chain
North America
Porting houseo Company that ports
games and optimizes for the 300+ handsets
o Unique to North America / Europe
Publishero Company takes the
financial risk to bring the game and application to the market
o Carriers select a handful of publishers to partner
Japan
Technology Providero Middleware for the
applicationo System provider for
the channel and site management
Publisher = Rights holder or
o Broadcasterso Record labelso Game publisher
Publisher =Technology Provider
Rights holder
Developer
Porting House
Carrier
Consumer
Publisher
Rights Holder
TechnologyProvider
Publisher
Consumer
Developer
Carrier
“Mobage-town” (Mobile Gamer Town)Mobile SNS site by DeNA ( 8 million subs)
Real time Online 3D
CASUAL GAME
Celebrities sponsored
SNS PlatformBlog, chat, e-mail, message
Moba Gold
Invite friendsclick banner ads
Avatar
tell your friend
Sponsored site
Community-CenteredSelf-Generating Business Model
Capcom Strategy
o Owns and controls every value chain • Intellectual properties to publishing
o Develops and publishes games which are best suited to the region
• Balanced product portfolio in North America• Most advanced 3D game in Japan
o Creates a strategic marketing plan to meet the local audience needs
• Millionaire TV show promotion
o Hire the industry experts in each local market
o Capcom Interactive became one of the fastest growing publishers in North America in ‘07, and will continue to be a major publisher
