SlideShare une entreprise Scribd logo
1  sur  16
Télécharger pour lire hors ligne
An Overview of Mobile Games Marketing in Asia's Big 3
An Overview of Mobile Games Marketing in Asia's Big 3
An Overview of Mobile Games Marketing in Asia's Big 3
Monthly
An Overview of Mobile Games Marketing in Asia's Big 3
Monthly
An Overview of Mobile Games Marketing in Asia's Big 3
Monthly
An Overview of Mobile Games Marketing in Asia's Big 3
AVERAGE 
SPEND 
$3.1 
CHINA 
116M 
PAYERS 
YoY Growth 
86% 
383M 
PLAYERS 
REVENUE 2014e 
$4.25BN
AVERAGE 
SPEND 
$22.1 
JAPAN 
23M 
PAYERS 
YoY Growth 
9% 
54M 
PLAYERS 
REVENUE 2014e 
$6BN 
AVERAGE 
SPEND 
$14.4 
SOUTH KOREA 
9M 
PAYERS 
YoY Growth 
33% 
24M 
PLAYERS 
REVENUE 2014e 
$1.6BN
An Overview of Mobile Games Marketing in Asia's Big 3
6. Conclusion 
www.newzoo.com Asia remains the largest and most exciting region for mobile games. 
China’s CPI levels are low in comparison to Japan’s and South Korea’s; one of the reasons behind us 
crowning it the most globally appealing market out of Asia’s big three. 
Although Japan has seen a significantly lower year on year growth than China and South Korea, it 
has shown strong growth in terms of both iOS and Android revenues. However, the overall market 
has remained relatively stable due to the collapse of traditional feature phone revenues. The world’s 
largest market for mobile games isn’t at saturation point just yet. 
South Korea has large growth potential with a big online gaming market and the world’s second 
highest smartphone penetration, but CPIs are still high relative to the monthly ARPPUs. 
For mobile publishers wanting to enter the mobile games market in China, Japan and South Korea, 
the secret is to be prepared in terms of your marketing and localization efforts. 
It’s a bountiful but tough market. 
Notes 
“Very Active Mobile Players” are understood as playing more than 5 days per week 
Top 5 Game Publishers are publicly listed companies ranked according to H1 2014 Mobile 
Revenues, across all operating systems 
Spender Categories: 
Small Spenders: Anything up to $5 month 
Medium Spenders: Between $5-$25 a month 
Large Spenders: Above $25 a month 
Average spend is understood per month and per paying mobile gamer 
Year-on-Year Growth is measured between 2013 and 2014e
An Overview of Mobile Games Marketing in Asia's Big 3
An Overview of Mobile Games Marketing in Asia's Big 3
AppLift GmbH 
Rosenstraße 17 
10178 Berlin, Germany 
berlin@applift.com 
AppLift Inc. 
6 Mint Plaza, #900 
San Francisco, CA 94103 
sf@applift.com 
AppLift Inc. 
3F Sambo Bldg 5 
Teheran-ro 19-gil, Gangnam-gu 
Seoul, Korea, 135-911 
seoul@applift.com 
Berlin - San Francisco - Seoul

Contenu connexe

En vedette

TGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingTGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingAppLift
 
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...AppLift
 
G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것AppLift
 
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataHow to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataAppLift
 
Leveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsLeveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsAppLift
 
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...AppLift
 
Analysis of poster, magazine and teaser trailer
Analysis of poster, magazine and teaser trailerAnalysis of poster, magazine and teaser trailer
Analysis of poster, magazine and teaser trailerZiema2
 

En vedette (7)

TGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native AdvertisingTGS 2015: Monetizing your App with Native Advertising
TGS 2015: Monetizing your App with Native Advertising
 
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...Real-Time Fraud Prevention:  Why a Clean, High-Quality Mobile AdTech Ecosyste...
Real-Time Fraud Prevention: Why a Clean, High-Quality Mobile AdTech Ecosyste...
 
G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것G-HUB 2015: 유저확보의 모든 것
G-HUB 2015: 유저확보의 모든 것
 
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party DataHow to Drive a 360 Degree App Marketing Strategy Through First-Party Data
How to Drive a 360 Degree App Marketing Strategy Through First-Party Data
 
Leveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaignsLeveraging Customer Lifetime Value for user acquisition campaigns
Leveraging Customer Lifetime Value for user acquisition campaigns
 
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
PG Connects 2015: How to Leverage TV to Build a Brand and Deliver ROI on Ad S...
 
Analysis of poster, magazine and teaser trailer
Analysis of poster, magazine and teaser trailerAnalysis of poster, magazine and teaser trailer
Analysis of poster, magazine and teaser trailer
 

An Overview of Mobile Games Marketing in Asia's Big 3

  • 10. AVERAGE SPEND $3.1 CHINA 116M PAYERS YoY Growth 86% 383M PLAYERS REVENUE 2014e $4.25BN
  • 11. AVERAGE SPEND $22.1 JAPAN 23M PAYERS YoY Growth 9% 54M PLAYERS REVENUE 2014e $6BN AVERAGE SPEND $14.4 SOUTH KOREA 9M PAYERS YoY Growth 33% 24M PLAYERS REVENUE 2014e $1.6BN
  • 13. 6. Conclusion www.newzoo.com Asia remains the largest and most exciting region for mobile games. China’s CPI levels are low in comparison to Japan’s and South Korea’s; one of the reasons behind us crowning it the most globally appealing market out of Asia’s big three. Although Japan has seen a significantly lower year on year growth than China and South Korea, it has shown strong growth in terms of both iOS and Android revenues. However, the overall market has remained relatively stable due to the collapse of traditional feature phone revenues. The world’s largest market for mobile games isn’t at saturation point just yet. South Korea has large growth potential with a big online gaming market and the world’s second highest smartphone penetration, but CPIs are still high relative to the monthly ARPPUs. For mobile publishers wanting to enter the mobile games market in China, Japan and South Korea, the secret is to be prepared in terms of your marketing and localization efforts. It’s a bountiful but tough market. Notes “Very Active Mobile Players” are understood as playing more than 5 days per week Top 5 Game Publishers are publicly listed companies ranked according to H1 2014 Mobile Revenues, across all operating systems Spender Categories: Small Spenders: Anything up to $5 month Medium Spenders: Between $5-$25 a month Large Spenders: Above $25 a month Average spend is understood per month and per paying mobile gamer Year-on-Year Growth is measured between 2013 and 2014e
  • 16. AppLift GmbH Rosenstraße 17 10178 Berlin, Germany berlin@applift.com AppLift Inc. 6 Mint Plaza, #900 San Francisco, CA 94103 sf@applift.com AppLift Inc. 3F Sambo Bldg 5 Teheran-ro 19-gil, Gangnam-gu Seoul, Korea, 135-911 seoul@applift.com Berlin - San Francisco - Seoul