Asia makes up 48 percent of the total global games market. In order to succeed in your mobile games marketing in Asia, it is crucial to know the numbers and figures and understand the key specific characteristics in each of your target countries.
"Overview of Mobile Games Marketing in Asia’s Big 3: The Chinese, Japanese and South Korean Mobile Landscape", produced in collaboration with games market research experts Newzoo, is your guide to the statistics and qualities that make up the three biggest mobile games markets in Asia.
The eBook features the key metrics and key specifics relating to mobile games marketing in these 3 countries. Smartphone penetration, percentage of very active mobile players, monthly ARPPU and average CPI levels are some of the metrics included, as well as the top five genres, top five game publishers and more.
You will also find a comprehensive mobile gaming landscape which lays out the main facts per country, as well as an appeal matrix which rates all three countries in terms of how attractive they are to mobile games publishers taking into consideration all that we know
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
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