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Mobile Game Trend in Southeast Asia
20 July 2013
SEA Mobile Game
Market Overview & Trend
1. SEA Market Outline
Population
12 times more than Korean population4 times more than Japanese population
2 times higher than Korea0.5 times of Japan
Japan130 mil
SEA 600 mil
South Korea 50 mil
GDP
※ Naver
SEA2.7 trn USD
Japan 5.5 trn USD
South Korea 1.2 trn USD
※ Naver
2. Smartphone Penetration & Store Sales Scale
Smartphone penetration
SEA has 84 mil subscribers and still counting! Huge growth potential predicted although the cur-rent market size isn’t big
iOS/And Monthly Total Sales (Top 100)
※ Mar 2013, App Annie
South Ko-rea
42 mil USD
Japan 67 mil USD
SEA 7 mil USD
Japan Korea SEA0
10
20
30
40
50
60
70
80
90
78M Subs
32M Subs
84M Subs
ID
PH
TH
SG
VN
MY
OS Penetration Feb 2013
3. SEA OS Share Growth Rate
OS Penetration Sep 2012
SG TH ID MY PH VN
50.3%
34.9%
2.1%12.5%
22.2%
49.4%
44.1%
46.0%
21.8%
61.6% 42.8%
16.4%
2.9%
12.6%
51.7%
18.0%
23.7%27.2%
0.9%4.6%
19.7%
6.6% 9.8% 6.9%
iOS Android SYMBIAN RIM others
And 38.78% > iOS 28.56% > SYM 22.68%
※ Feb 2013, Stat counter
SG TH ID MY PH VN
67.9%
19.5%
1.3%
14.9% 18.6%
34.6%
22.7%
21.1%
8.9%
28.0%18.4%
6.4%
4.7%
43.0%
53.6%
31.5%
43.8% 45.5%
0.8%4.4%
9.4%
1.6% 1.7% 0.7%
iOS Android SYMBIAN MICROSOFT RIM
※Sep 2012, Stat counter
SYM 36.9% > iOS 27.15% > And 16.38%
App Store / Google Play DL Comparison (Top 100)
ID MY SG TH -
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
ID MY SG TH$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
Oct ‘12 Oct ‘12 Oct ‘12 Oct ‘12Feb‘13 Feb‘13 Feb‘13 Feb‘13
Oct ‘12
Feb‘13Oct ‘12
Feb‘13
Oct ‘12 Oct ‘12 Oct ‘12 Oct ‘12Feb‘13 Feb‘13 Feb‘13 Feb‘13
App Store / Google Play Grossing Comparison (Top 100)
122% 121%
107%
122%
148% 610%228%
184%142%136%
99%
165%
181%119%
127%
171%
Oct ‘12 Oct ‘12Feb ‘13 Feb ‘13iOS Android
Oct ‘12 Oct ‘12Feb ‘13 Feb ‘13iOS Android
※ Feb 2013, App Annie ※ Feb 2013, App Annie
5. App Store/Google Play DL/Sales Growth Rate (Oct 2012 vs Feb 2013)
iOS DL Growth Rate 136%Android DL Growth Rate 118%
iOS Sales Growth Rate 150%Android Growth Rate 293%
iOS/Android Monthly Total Sales (Top 100)
6. Sales Growth
$2,265,887$2,570,289$2,763,425
$3,241,522
$3,879,495$3,664,457$3,839,393
$4,674,005
SEA Sales Penetration
Strong growth for iOS and Android
※ Mar 2013, App Annie
Sales ratio has been maintained for over half a year since SEA countries are growing to-
gether.
※ Mar 2013, App Annie
206% Growth
12.Aug 12.Sep 12.Oct 12.Nov 12.Dec 13.Jan 13.Feb 13.Mar
$408,184 $526,119 $544,393$725,989 $733,492
$1,151,948
$1,707,925
$2,135,403
523% Growth
ID13%
MY16%
SG40%
TH28%
PH2%
iOS +An-droid
$2,674K$3,096K $3,308K
$3,967K $4.613K$4,816K$5,547
K$6,809K
7. Comparison of monthly sales for SEA Top 10 Titles (App Store)
Monthly Sales Forecast for Top 10 Grossing Titles in App Store
Seller Supercell Supercell Applibot Inc. Nordeus LLC® King.com Limited
Playtika LTD Mobage, Inc. Mobage, Inc.Phoenix Age, Inc.
Funzio, Inc.
Country Finland Finland Japan Serbia US Belarus Japan Japan US US
Genre Stg. Sim. SNG SNTCG Sports Sim. Puzzle Gamble SNRPG SNTCG SNRPG Stg. Sim.
NetworkNetwork Network Network Network Network Network Network Network Network Network
$369K
$247K
$166K
$78K $58K$26K $ 22K $ 18K
※ Nov 2012 ~ Jan 2013 (3 months average), App Annie
$138K
$78K
Clash of Clans generated more than USD 369K monthly average in SEA
8. Comparison of monthly sales for SEA Top 10 Titles (Google Play)
Monthly Sales Forecast for Top 10 Grossing Titles in Google Play
Seller ® King.com Limited NHN Gamevil, Inc. Mobage, Inc. Mobage, Inc. Mobage, Inc. Playtika LTD Nordeus LLC Playtika LTD Mobage, Inc.
Country US Japan Korea Japan Japan Japan US Serbia Belarus Japan
Genre Puzzle Puzzle SNRPG SNTCG SNRPG SNTCG Gamble Sports Sim. Gamble SNTCG
NetworkNetwork Network Network Network Network Network Network Network Network Network
$ 37K
$ 25K
$ 16K
$ 7K $ 7K $ 5K $ 4K
$ 19K
$ 11K
$52K
Candy Crush Saga is the top selling app in Google Play for SEA region and it generates about SGD 52K monthly average.
This is only 1/7 of the sales generated by the top title in App Store.
※ Nov 2012 ~ Jan 2013 (3 months average), App Annie
NHN SINGAPORE
Genre Analysis & Mobile Strategy
All markets in Asia grew in similar steps…
Various Utility Apps after purchasing a smartphone for the first time
Easily accessible games such as Puz-zles and Casual Games
Middle – Core users seek & consume games that are similar to the ones they en-joyed on other plat-forms such as ARPG
Games that are static and suitable for smartphones such as SNG, SNRPG and STG Sim. Games.
Games that are opti-mized for smart-phones and possible for strategic playing with little amount of concentration such as SNRPG, SNTCG and Simulation Game
Wow! Smart-
phones are amazing!
Let’s down-load this &
that!
I know how to use the phone now,
Let’s play!!
I think I can play RPG & Shooting games too?!
ARPG…. My hand hurts. Let’s play simple games.
I want to play games that won’t interrupt with
my daily patternand challenging enough.
1. Smartphone Market Growth Pattern
Game Penetration Genre Penetration
2. Analysis of Top 100 Grossing Titles - Genre Market Share
SG, MY : Developed MarketTH : Developing Market (High)
ID, PH, VN : Developing Market (Medium )
Core games have bigger market share in Devel-oped Markets
SG
TH
ID
MY
PH
VN
0% 20% 40% 60% 80% 100%
94%
82%
80%
92%
83%
61%
Game Non Game
SG
TH
ID
MY
PH
VN
0% 100%
Non Game
Non Game
Non Game
Non Game
Non Game
Non Game
SNRPG SNTCG STG SIM. Sports/Sports Sim.
Puzzle/Casual SNG Gamble ARPG/action
Shooting Racing Misc Non Game
3. Analysis of Top 100 Grossing Titles
Genre Analysis Summary
Top games are influenced by local cultures and gaming behaviours
SG TH MY ID PH VNMaturity of game market
100 60 80 30 20 10
Consumption tendency in the current stage
Core games such as SNRPG, SNTCG &Sim. Game
Casual games, LINE game & SNG
Cores games such as SNRPG, SNTCG, & Sim. game
Still in growth, but core games are consumed at the same time.LINE game is strong.
Still in growth, but core games exist at the same time.
Still in growth, but core games are consumed at the same time.
Top sales app(within TOP 10 )
- Clash of Clans - 雄霸天地 - Modern War- Top Eleven - Legend of the Cryptids - MARVEL War of Heroes
- Clash of Clans- Top Eleven - Hay Day- LINE POP - LINE Play - Candy Crush Saga - LINE Dragon Flight
- Clash of Clans - Hay Day - Top Eleven - 雄霸天地- 神仙道- Blood Brothers (RPG)
- Clash of Clans - LINE POP - LINE Play - Candy Crush Saga - Hay Day - Top Eleven
- Clash of Clans - Party in My DormA - Top Eleven - the Sims™ FreePlay- Poker by Zynga- MARVEL War of Heroes
- Clash of Clans - Modern War- Top Eleven - Hay Day - Texas Poker
4. Fish Island
Fish Island is a casual action based RPG fishing game
5. Fish Island Ranking in SEA (19 July 2013)
Rank 1 in 5 SEA countries for Sports. Top 50 in all SEA countries for Overall.
6. Cross Promotions
LINE Official Accounts
More than 100K subscribers in less than 24 hours
Vietnam
1. The Growing Market
Vietnam
※ eMarketer※ TechInAsia
1. Internet user base has grown from 3.1 mil in 2003 to 31.2 mil in 2012
2. Substantial investment from government for infrastructure
3. In urban areas, up to 60 percent of city dwellers are on 3G
4. Facebook grew by 88% from Oct 2011 to Oct 2012
2. The Growing Market
Vietnam
※ eMarketer※ TechInAsia
5. Mobile will be a key driver in broadening web access
6. In Vietnam’s six largest cities, TV watching fell from an average of 140 minutes in 2008 to 124 minutes in 2012
7. By contrast, time spent online climbed from 44 minutes per day to 84 minutes per day over the same period
8. The shift from TV to the web is most pronounced among 25 to 34 year old men