《Mintegral &GameAnalytics:手游出海亚洲市场洞察报告(英文版)(48页).pdf》由会员分享,可在线阅读,更多相关《Mintegral &GameAnalytics:手游出海亚洲市场洞察报告(英文版)(48页).pdf(48页珍藏版)》请在三个皮匠报告上搜索。
1、目目CHINA 2JAPAN 12SOUTH KOREA 20INDIA 26SOUTHEAST ASIA 32CATALOGUEIntroductionChina is becoming the worlds largest games market,accounting for over 25 percent of global gaming revenue,and growing fast.China is undergoing an upwards shift in consumption,that is to say,people in China are becoming weal
2、thier,and they are increasingly willing to spend more on virtual goods over material goods as part of their entertainment budget.Games are a major source of fun for this growing population.As a result,the global gaming industry is being presented with more opportunities than ever in China-even thoug
3、h launching games there presents several unique challenges for Western publishers.Helping brands and publishers take advantage of this trend is the vision behind Mintegral.We have the experience and knowledge of China and the APAC region,and our goal is to help global companies find success there.Mi
4、ntegral is an advertising specialist that provides a full-stack of advertising solutions to our mobile app customers.Our platform is directly connected to a significant proportion of the mobile games inventory in China,and our DMP is already integrated with the major local data providers.We provide
5、free consultations to help you reach the right audiences and right partners.At Mintegral,we aim to be the bridge that connects the eastern and western gaming worlds.1THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESAbout this reportThe market for mobile games in APAC continues to gr
6、ow,and a continuing number of developers and publishers are looking to the region as a source of revenues and new fans.However,getting a foothold in a new market can be tricky-especially when you are unfamiliar with the local regulations,app store ecosystem,and local tastes.In“The APAC mobile games
7、market:insights and tips for launching games”we have tried to give a snapshot of the key markets in APAC and what it takes to successfully launch games there.Weve collected up-to-date market data as well as the insights and experience of our own experts based in the regionI hope that this report can
8、 help in building your next successful game launch.Erick FangCEO of MintegralTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES2Growth of advertising revenue and advertising spendingARPU:US$38.49Data collected by Statista shows that in 2016,mobile ad revenue in China began to outrank
9、 that of desk top for the first,at approximately$23 billion USD(Digitalcrew,2017).Mobile ad spending:By 2019,almost 80%of total digital ad spending will be dedicated to mobile.The growth and forecast of average revenue per user(ARPU)in China.Mobile Vendor Market Share in China July 2018CHINA3THE APA
10、C MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESTop grossing games in China Most popular games categories in China AndroidiOSMMOOtherCardsSLGSportsSide ScrollerShooterJoyme Capital,20170%5%10%15%20%25%30%35%33.3%19%18.8%16.7%4.7%3.6%3.6%THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR L
11、AUNCHING GAMES4On average,each day,we see 8.8 million sessions from China.Note:because of the strong use of VPNs in China,this sample should be viewed as representative.When it comes to the amount of time spent playing a game in a single session,Chinese gamers are potential world beaters.Throughout
12、the year,session length is consistently around 50-75%longer in China than anywhere else in the world.However,this is balanced by a much lower number of game sessions compared to players elsewhere.So games that monetize with ads should therefore aim to capitalize on this,perhaps emphasising more inte
13、ractive formats that work better within a longer and more focused play session.Games that are IAP-focused should focus on mechanics that drive more sessions.5THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESThroughout the year,the average number of sessions from China is 40%lower th
14、an the global average-although this is increasing slightly over time.The daily number of sessions starts to climb from beginning of February,almost exactly corresponding with Chinese New Year.Therefore,this could be a good time to run marketing campaigns in China,as it is the time when people are mo
15、st engaged with their mobiles.The peak in the Rest of the World sessions during CN New Year is an indication of the use of VPNs,which is widespread despite them not being officially approved.China is the largest gaming market on the planet.Its also one of the most challenging markets for Western dev
16、elopers to enter.Not only do Chinese gamers prefer particular genres and styles of games,but the whole process of localising and launching games in China means that its not a market you should approach lightly.Even for developers who optimise their games and gain approval to have their games in Chin
17、a,reaching end users can be a real challenge.Not only are there the distinct cultural and language differences to other markets,but there is also a big difference in how people use social media and the web.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES6Unlike much of the world,wh
18、ere Facebook and Google tend to dominate,in China,these companies are largely prevented from operating.Not only have a trio of Chinese companies Baidu,Alibaba and Tencent grown to become the de-facto social and web channels,but they and other local companies have created an ecosystem of very innovat
19、ive digital platforms.So any company thats serious about launching in China needs to work with a company like Mintegral that understands how best to market a mobile game across these channels.So with that in mind,here are five essential insights weve learnt and which every games company needs to kno
20、w when planning to launch in China.1.Android dominates,but theres no Google Play store in ChinaAlthough Android is the most popular platform in China,there is no Google Play store at present.To fill the gap,more than 200 different Android app stores exist making China probably the most fragmented ma
21、rket in the world.Although you dont need to launch your app on all of them,its still important to target the top stores to get your game in front of as many people as possible.This can mean launching on forty or fifty stores possibly more.For example,one publisher we worked with targeted on sixty di
22、fferent Android app stores.This level of fragmentation makes launching Android more complicated than working with iOS apps,where Apple remains the only storefront.However,by working with a good local partner,its possible to have a successful game still.7THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS
23、 FOR LAUNCHING GAMESLocalising you game properly is essential,and that means more than just cosmetic changes.Think about everything,from the game name,UI and colours to the art style.For example,it can be quite common to change elements of the game levels to reflect more Chinese architecture.As you
24、can see in this screenshot from Subway Surfer,the developers changed the buildings in the game to include elements of traditional Chinese architecture and threw in plenty of red lanterns for good luck.Even small details can be important.Colours can have significant meaning in Chinese,with red,blue a
25、nd yellow associated with the three elements fire,wood and earth.Red is also a colour suggesting good fortune,and on special occasions,Chinese people give each other red envelopes called hngbo.Understanding these nuances can make a big difference if they are incorporated into your game in a positive
26、 way.So good localisation is about far more than just what language your game is in.2.Localising your game means more than just translating the name into Chinese Subway SurferTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES8Companies like Baidu and Tencent have apps and services th
27、at are used by hundreds of millions of Chinese every day.Launching your game will almost certainly involve working with them on your marketing and advertising strategy.Tencent is the biggest and most popular one.Its primary social platform is QQ,which started as a messaging and microblogging service
28、s but has grown to include games,video Its another unique aspect of launching a game in China:all mobile games must be registered and approved by SAPPRFT(the State Administration of Press,Publication,Radio,Film and Television of The Peoples Republic of China).This rule was introduced in 2016 as a re
29、sponse to the huge increase in apps launching without any real oversight,and so regulations were brought in to ensure a higher level of quality.Apps that show too much violence or other themes deemed unsuitable are now rejected.In a way,this is similar to the approvals process that Apple mandates fo
30、r all games launching on its stores.This approvals process can take several weeks or more.Simple games typically puzzle or casual titles take a minimum of 20 days.But for other genres of games especially from overseas publishers 3 months or longer can be a typical approval time.All games and apps ne
31、ed to go through this process,both Android and iOS.However,there is an option for companies outside of China to directly launch onto the Apple App Store without the approvals process.Although it was assumed this loophole would be closed,it remains a viable way to launch your game in China for now.3.
32、All mobile games need to be registered4.The five most important digital platforms in China are Tencent,Toutiao,UC Browser,Baidu and Weibo9THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESInstead,Chinese giants dominateBAT(Tencent,Alibaba and Baidu)&TouTiao accountingfor 77%of China
33、mobile internet usage timeand e-commerce.And WeChat,ostensibly another messaging app,but one thats become ubiquitous throughout China for everything from work emails to the primary form of payment online and in stores.Its no coincidence that Tencent has also become one of the biggest games companies
34、 in the world as well.Sina Weibo,or Weibo,is a micro-blogging platform that was launched almost ten years ago and became the first widely popular social media platform.Imagine a combination of Twitter and Facebooks newsfeed.It lets users upload and share videos and photos,and as with Twitter,you can
35、 follow peoples feeds and re-share them.Baidu is a search engine that is to China what Google is to the rest of the world.Baidu Tieba is its online discussion forum,think something similar to Reddit.It is the largest communications platform in China,with users able to search for discussions and info
36、rmation on almost any topic.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES10Toutiao is a relative newcomer,having only launched in 2012.Its a news aggregation app that uses complex algorithms and AI to deliver highly targeted and personalised content from thousands of content par
37、tners.Its particularly popular with younger professionals thanks to its clever blend of news and entertainment.As of 2017 it already had 120 million daily users,who on average spent more time on it than anything else including WeChat.The last member of the big five is UC Browser,which is a mobile we
38、b browser from Alibaba.Its designed to make browsing simpler,and incredibly data-efficient.Thats perfect for countries where mobiles are the main device for using the web,and where data can often be quite expensive.While UC Browser has a smaller market share amongst Chinese Android users than the de
39、fault Chrome browser(17%versus 54%for Chrome),it has become very popular in other markets,with half of Indian smartphone users installing it.Overall,more than 400 million people currently use UC Browser as their entry point to the internet.All of these platforms are individually important,but it is
40、about how they can be combined to create powerful marketing campaigns.Most Chinese consumers will use several different apps and platforms every day for browsing,news,chat and e-commerce.One of the key reasons that games publishers work with Mintegral is for our experience and partnerships with thes
41、e companies,so that the right channels are used to get the best results for your app campaign.11THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESOur final tip is not to underestimate the complexities of launching your game in China.Although China has become the biggest market for ga
42、mes in the world,it poses some unique challenges too.Aside from the differences weve already mentioned,Chinas games market is fiercely competitive,with many hugely popular games that are not well known in the West.A survey we ran asking games publishers about their experiences of launching games in
43、China found that 66%of the companies that responded had found it harder than they expected.For those games that make it to market,the rewards for success can be significant.But getting there is a process that requires careful planning,the right support from local experts,and the knowledge that you c
44、ant cut corners.5.Launching in China can be more complex than other marketsTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES12$6,210$14$90.57Revenue in the Mobile Games segment in 2018Japan consumers spending on apps in 2017The average revenue per user(ARPU)in the Mobile Games segme
45、nt in 2018Million USDBillion USDUSDMobile Vendor Market Share in Japan July 2018JAPAN13THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESMost popular game categories in JapanTop grossing games in JapanAndroidiOSRole PlayingCasualCardActionPuzzleSportCasinoStrategyEntertainment4.0%5.3
46、%5.5%5.8%6.6%7.5%OtherSimulation0%5%10%15%20%9.2%9.6%9.7%18.1%18.6%THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES14On average,each day,we see 3 million sessions from Japan.As we can see in the data,the typical session length of a Japanese gamer is consistently longer than our ben
47、chmark against the global average.As with Chinese mobile gamers there is no clear reason for this.Perhaps one factor could be the similarities in work/life habits,which lean towards fewer daily opportunities to play games.Another suggestion from the data is that this session behaviour is partly due
48、to the style of games preferred in Japan.Certainly,Japan has long been a market famous for its complex RPGs and MMOs,and in recent years China and Korea have seen many home-grown titles that reflect these kinds of games.15THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESAgain,like i
49、n China,Japanese players dont play as often throughout the dayJapan has one of the most mature and competitive markets for mobile games in the world,and it is the third most important market after China and the US.With so many local publishers and popular Japanese franchises it is difficult to launc
50、h into Japan from outside,but not impossible.There are five steps or stages to an effective launch campaign,from pre-launch activities,to post-launch retention and retargeting.Theres also a peak in average number of sessions at the beginning of February Note however that this is much less pronounced
51、(20%less)Could indicate that Japanese players are more engaged with more titles Also indicates that the Japanese market is more similar to“western markets”in terms of marketing strategies This could be related to the major holiday:spring holiday(Haruyasumi)THE APAC MOBILE GAMES MARKET:INSIGHTS AND T
52、IPS FOR LAUNCHING GAMES16Step 1:Build anticipation during the pre-launch phaseIn Japan,pre-launch marketing activity has grown to become a crucial part of an overall game launch.Conventional UA campaigns are obviously essential as a way to drive installs,but the pre-launch phase is the key way to bu
53、ild buzz,get gamers familiar with your game,and(hopefully)drive a large number of pre-registration sign-ups.Japanese players have a habit of browsing game sites,so these serve as good channels to start seeding information about the game to enthusiasts,in order to start building buzz and anticipation
54、.The biggest website in Japan for running any kind of pre-registration campaign is https:/www.yoyaku-top10.jp.You dont need to pay for promoting your new game on the site,but you have to pay if you use“Gashapon”.CPA-based pre-registration campaigns.This type of media charges advertisers for each pre
55、-registration sign-up.Top10,Smartgame and Lobi are some of the sites that offer this.CPC-based pre-registration campaigns.Rather than charging by the number of sign-ups,with a CPC campaign the site charges based on the amount of traffic driven to the sign-up page.Japans largest websites Nend and i-m
56、obile are some of the better-known sites that run CPC-based campaigns.Media coverage.As with every other market,you can also organically promote your game through positive media coverage,tips and strategy guides,website reviews,and also paid media advertorials.Some of the top sites in Japan for this
57、 kind of activity are Gamewith and Game8.17THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESStep 2:Boost the chart rankings for your gameFor games which are new and unfamiliar,increasing the games app store rankings has obvious advantages.Advertisers can use various promotion channe
58、ls to increase the ranking of a game in a short period of time.Increasing discoverability of the new games will also generate organic downloads.Boosting the ranking of a game is also a relatively low-cost promotion method thats especially effective for games in the early stage of a launch.Step 3:Run
59、 a high-intensity UA campaignIn order to raise awareness and generate demand during the release phase,its necessary to build an effective UA and brand-building campaign.We would typically split this into two different media or content tiers:Top-tier media,including Facebook,Google,Twitter,and Yahoo.
60、In Japan these platforms work exactly the same as anywhere else so its not worth going into any detail here.Local premium media,including LINE,Smartnews,Gunosy,and Topbuzz.LINE is really important in Japan,as it has a huge audience base.Lines MAU(monthly active user)is around 70 million.As Japans mo
61、st popular communications app its different from Facebook and Twitter because of its widespread use in rural areas.Content distribution platforms:Outbrain,Taboola,popIn,etc.Although not especially high quality,these sites get a lot of clicks,and therefore can generate a lot of traffic.We recommend e
62、xperimenting with these kinds of recommendation platforms alongside more conventional UA advertising.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES18Step 4:Make the most use of online influencers,TV,outdoor advertising and other awareness-building tacticsIn the Japanese market,in
63、fluencer marketing is especially important.Newestage,a live broadcast platform,and BiStar,a Japanese online influencer agency,are some of the best known.Gameplay,Game Tips,and Live Gaming Sessions can all be live streamed by influencers,with fans always keen to try out the games that the influencers
64、 mention.As well as online influencers more traditional outdoor advertising is also an important promotion method that many Japanese advertisers or brands will choose.Japanese outdoor advertising can generate huge awareness.For example,in the Greater Tokyo Area the urban population is some 28.15 mil
65、lion,of which 60%usually take subway 7.8 times every week on an average.So thats almost 132 million opportunities to get your app seen every week.19THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESStep 5:Retaining and retargeting past playersAs a game grows its player base over time
66、,player churn becomes a significant issue.So retaining and regaining those users is an important factor in the success of a game.There is no easy fix for this,other than to say it needs an ongoing mix of online and offline activity to keep players engaged.The way the actual game itself engages with
67、players also has a big effect on retention.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES20$1,64426.0$84.05Revenue in the Mobile Games segment in 2018Users in the Mobile Games segment by 2022The average revenue per user(ARPU)Million USDMillionUSDSOUTH KOREAMobile Vendor Market Sh
68、are in South Korea July 201821THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESMost popular games categories in South KoreaTop grossing games in South KoreaAndroidiOSCasualTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES22On average,each day,we see 3.8 million sess
69、ions from South Korea.In our analysis of South Korea we found the biggest fluctuation in session length across the data we collected.Although there was no direct cause for this we could identify,South Korea is a market where more than 60%of mobile gamers download one or more new games every month-so
70、 the fluctuations could simply reflect the changing gameplay trends at the time.Regardless of this,we found overall that South Korea delivered some of the longest gaming sessions of all.As a country known for its strong core gaming culture,it appears that Koreans really do love their mobile games.23
71、THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESOn average,the number of gameplay sessions in South Korea is 20%lower than our benchmark of the rest of the world.This does appear to have changed somewhat in the past six months,with the session numbers increasing to the point where
72、they have actually overtaken our global baseline.This could be the result of a seasonal game trend or could be part of a bigger behavioural shift-we will need to wait and see.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES24As much as South Korea shares some similarities with the
73、Chinese and Japanese markets,when it comes to game preferences Korean gamers have some very distinct tastes.Many of the most popular games in Korea are multiplayer,and the country has built a reputation as the biggest home of eSports and competitive gaming.So games with a team play element such as M
74、MORPGs,RPG and RTS are perennially popular.Many top-selling mobile games published by Kakao Games,which is the games division of social media company Kakao.KakaoTalk is Koreas most popular messaging app,and the Kakao mobile platform has more than 100 million active users.This obviously gives games l
75、aunched by the company a huge advantage-not dissimilar to the dominance of Tencent in China.Korean gamers almost exclusively play F2P games,meaning that any game launching there needs to be built around an effective and proven monetization mechanic.Very often,this is done through monetization of the
76、 social aspects of the game(as Korean gamers prefer to play social and multiplayer titles),such as individual character items or power-ups that have an overall positive effect on a team dynamic.Monetization is another area where we can see the influence of KakaoTalk and other messaging apps.Integrat
77、ing your app with local messaging systems will allow you to expand your reach to other potential gamers,as well as allowing players to show off icons,stickers and stats with other players and peer groups.25THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESBut before you even launch y
78、our game in South Korea,first it needs to be approved by two separate government bodies,the GCRB(Game Content Rating Board)and GRAC(Game Rating and Administration Committee).Mandatory approval was introduced back in 2013 as a part of the “Game Industry Promotion Act”which also introduced the country
79、s age rating system for games.So when you are planning your launch,its important to allow for the additional time and cost of the process.Koreans much prefer to play games in their local language,Hangul.This means that for any non-Korean publishers,localising your game is essential.This can often ex
80、tend beyond just language,and include elements of graphics and character style that reflect local tastes.Localisation can have a big impact on the effectiveness of your mobile ads as well.Tailoring them towards Korean cultural preferences-for example,the use of specific emojis-can have a big impact
81、on conversion rates.Localisation is essentialTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES26INDIA$460367.9$2.41Mobile ad spending in india in 2017Users in the Mobile Games segment by 2022The average revenue per user(ARPU)Million USDMillionUSDMobile Vendor Market Share in Share i
82、n India July 201827THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESMost popular games categories in IndiaTop grossing games in IndiaAndroidiOSPuzzleActionAdventureArcadeRacingSportsSkill basedStrategyChance basedStatista,20170%5%10%15%20%25%30%35%40%THE APAC MOBILE GAMES MARKET:INS
83、IGHTS AND TIPS FOR LAUNCHING GAMES28On average,each day,we see 5.3 million sessions from India.The session length from Indian gamers is higher than our ROW benchmark-albeit not as high as Japan,Korea or China.It is far flatter,with a lot less seasonal variation.There is a slight peak around the fest
84、ival of Diwali,which is in November.29THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESIndian gamers play an average of 4.4 sessions per day-slightly below our Rest of World average.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES30As one of the key mobile games ma
85、rkets,India doesnt get nearly as much attention as China,Japan or South Korea.But in fact the mobile app market in India is the fifth largest,close in value to Brazil and Russia.There are a number of cultural,technological and socio-economic factors that makes India a unique market both within APAC
86、and globally.Unlike many other emerging economies,India has embraced mobile technology without a legacy of PC-driven internet.This means that there is little pre-existing mobile internet infrastructure,so consumers typically prefer low power,low bandwidth devices unless they are in one of Indias maj
87、or cities.Many people instead use wifi to install and update apps and browse the internet.Although coverage is improving all the time,4G is not yet widespread.This means that games that require always-on connections and regular updates may not see much market penetration,as only a proportion of the
88、population will be able to play it.Mobile payments are also fragmented,with sms and browser-based microtransactions preferred to card-based mobile banking.The effect on mobile games is that the level of spend on IAP is much lower than the global average,so games which depend on IAP to monetize are n
89、ot best suited to the Indian market.Conversely,these factors do mean that Indian consumers are happy to use apps which monetize through advertising.When it comes to localising games for the Indian market,language isnt a barrier.India is the worlds second largest English-speaking country(after the US
90、),with about 120 million English-speakers.But,as with any other distinct market,it does always pay to adapt your game to the local culture.Religious content can be an issue,as India is home to a very diverse range of religions and beliefs.31THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHIN
91、G GAMESIndia is not a market where complex RPGs and action games tend to do well.Its a country that is obsessed with sports,and especially cricket.So its no surprise that games about cricket,pool or billiards(also known as carom)do extremely well.Indian gamers also like social card games with a loca
92、l flavour.Games like Teen Patti,Blackjack and Indian Rummy are extremely popular both as mobile and online casual games,as they are a familiar part of everyday life.For example,the most popular mobile game based on Teen Patti has seen a DAU of more than 3.5 million,which are the kind of numbers that
93、 leading games like Candy Crush manage.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES32SOUTHEAST ASIASoutheast Asias$1 billion mobile games market Niko Partners,2017Mobile gamersMobile games revenue180.81891.22205.12364.5278.54522.233THE APAC MOBILE GAMES MARKET:INSIGH
94、TS AND TIPS FOR LAUNCHING GAMESPopular game category trendsIn all 6 main countries of SEA,generally strategy-based games generate the maximum downloads.Racing games,arcade games and role-playing games have their takers as well,as do multiplayer action and adventure game apps.Details of more specific
95、 countries are as below.(Teknowledge,2017)In Thailand,whilst the download charts are dominated by casual genre games,the top 10 grossing charts for iOS and Google Play are dominated by hardcore gamers.These gamers prefer the graphics and art style of Korean and Chinese IP as well as the strategy and
96、 MMORPG gameplay genres.(Pocket Gamer,2017)Specifically in Indonesia,the favorite genres of big spenders on mobile are race games,strategy games,action or adventure games.(IMGA,2016)The multiplayer online battle arena(MOBA)genre has been a huge growth driver in Indonesias mobile games market as it h
97、as both encouraged higher engagement and spend compared to traditional RPG and strategy titles.(Pocket Gamer,2017)ThailandIndonesiaTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES34Mobile advertising spending and revenue Mobile ad spending in Southeast Asia,2016 2021Mobile ad reven
98、ue from apps is higher than that from mobile web in nearly all APAC markets.Mobile Ad Spending%change%of total ad spending$2.0021$0.94$0.86$1.37$1.78$2.2028.8%101.5%77.0%41.8%56.9%59.4%65.5%67.7%68.7%29.9%13.2%9.3%billions,%change and%of digital ad spendingNote:includes display
99、(banners,video and rich media)and search;excludes SMS,MMS and P2P messaging-based advertising;includes ad spending on tabletsMobile advertising expenditure in Indonesia,Malaysia,the Philippines,Singapore,Thailand and Vietnam is forecasted to reach$2.2 billion USD in part due to heavy mobile investme
100、nts across the region.35THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESApp Categories with Most Ad ImpressionsGaming is the most popular mobile app category in terms of ad impressions,and Health and Fitness demonstrated the highest return-on-investment in terms of sales conversion
101、s in all markets.GamesNews&InformationSocial NetworkingArts&EntertainmentMusic,Video&mediaCommunucation servicesSportsTechnology&ComputingHealth&FitnessLifestyleShoppingTravelProductivity0%5%10%15%20%25%30%THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES36Vietnams mobile games mark
102、et is currently dominated by titles in the RPG,strategy and card battle genres.Vietnamese gamers have a preference for Chinese style influence over graphics and UI.(Pocket Gamer,2017)In the Philippines,the favorite genres of big spenders on mobile are race games,strategy games,and action or adventur
103、e games.(IMGA,2016)In Singapore,the current gaming market leans toward MMO,RPG,and strategy games.VietnamPhilippinesSingaporeOverall mobile gamers per countryThe ASEAN Post,201740 millionINDONESIA17 millionTHAILANDVENTNAM30 million30 millionPHILIPPINES13 millionMALAYSIA2.7 millionSINGAPORE37THE APAC
104、 MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESiOS&Android split60%40%AndroidiOSCountryNumberof UsersARPU(US Dollars)Total MarketValue(US Dollars)CPI(US Dollars)Marginal Contribution(US Dollars)Indonesia50,960,000514,300,000486,229,18410.090.55 Philippines10,620,000159,000,000151,894,8161
105、4.970.67Thailand10,620,000144,200,000139,982,84621.400.63Vietnam13,770,000128,700,000121,709,7129.340.51Singapore1,410,000109,000,000105,984,40377.402.14Malaysi,920,000109,200,000101,500,a4According to statista,2016-2017THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES38On average,e
106、ach day,we see 2 million sessions from Southeast Asia.The data collected for the countries within the Southeast Asia grouping-Thailand,Vietnam,Malaysia,Indonesia,Singapore and The Philippines-represents the smallest sample group analysed in this report.As weve seen with player behaviour in the large
107、r APAC markets,session length from Southeast Asian gamers is longer than the global average.However,this trend did show a decrease across the year,suggesting that there is a longer term decrease happening to session times.One possible cause is the rising popularity of more casual games,which will ty
108、pically have shorter pay sessions.Median session length in Southeast Asia39THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESWhen we look at the number of game sessions per day,this was consistent at around 4 per day until April 2018,when it began to increase.As is the case with game
109、rs in Korea,this gap has gradually closed over the past few months until we see no difference in session number between gamers in Southeast Asia and the rest of the world.Could this be because hyper-casual games becoming more popular in APAC?The combination of decreasing session length and increasin
110、g session count could well be an indicator of this.Number of sessions per user in Southeast AsiaTHE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES40About MintegralMintegral is an AI-driven,programmatic and interactive ad platform.It provides mobile user acquisition and monetisation s
111、olutions to worldwide brands and mobile developers so they can reach their marketing goals.With a particular focus on the Asia Pacific region,Mintegral offers full stack products and one-stop mobile marketing and analytics services,from supply-side to demand-side,including Advertiser Self-serve,DSP,
112、SSP,DMP and Creative Lab.Mintegral works with thousands of well-known advertisers worldwide from game,finance,ecommerce and other industries.Mintegral leverages rewarded video,native video,3D video,playable ad and other interactive creatives to help improve engagement rate and drive higher ROI.41THE
113、 APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMESAbout Game AnalyticsHow we sampled this dataAt GameAnalytics,we provide a powerful analysis tool to understand players,refine gameplay and compare game performance to the general trends in the market(what we call benchmarks).More than 50
114、,000 titles have been integrated to the GameAnalytics platform and we currently process insights for more than 600 million players every month,making our market insight an extremely reliable snapshot of the gaming industry.In the GameAnalytics database,there are more than 50K active games with metri
115、cs values.We use the MaxMind dabataset to map the player IP to their country.The data sampled is from July 2017 to June 2018.Our analysis for this report has focused on China,Japan,South Korea,India,and Southeast Asia.THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES42Authors&ContributorsProduct Marketing ManagerHead of MarketingMarketing&Communication ManagerHead of Data ScienceJenny LinChay HunterYijun ChenAna Laura Serra43THE APAC MOBILE GAMES MARKET:INSIGHTS AND TIPS FOR LAUNCHING GAMES