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Intro of Taiwan Game
Industry for Startups
Christina Hsu
Agenda
 Self Introduction
 Basic Ideas of Game Industry
 A Glance at Taiwan Game Industry
 Gamers’ New Era for Startups
 Q&A
Self Introduction
About Me
• ID: Christina Hsu ( 徐志瀟 )
• HP: 17 Years Old (Since 1996)
• Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次
方 ) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘
子 ) 、 FunTown ( 戲谷 )
• Attributes: Game Designer (assistant of ADM and
CS ) 、 Marketing Manager 、 Product Manager
、 Biz Dev. Manager 、 Market Intelligence
Researcher 、 Producer
• An Indie game developer since 2013, CEO of
Purple Cat Game Studio
My Strength in Game Industry
 Go through the complete flow
 Pitch ➙ Proposal ➙ Development ➙ QA ➙
Manufacture ➙ Release ➙ Distribution ➙
Marketing ➙ Operation
 Cross-platform, multi-devices
 PC, Console, Mobile (Missing Part: Arcade)
 Set-top-box, Inflight Game
 Cross-culture Experience
 Dozen Version for Ten Territories
 BD, Localization, Support
Purple Cat Game Studio
 Goal: Make the World A Better Place with Our
Games
 Focus on Cross-platform development
 App and Browser-based
 New Devices (Google Glass?)
 Business Model
 Subscription
 F2P + IAP
 IAD
Basic Ideas of Game
Industry
At first, we start from an idea…At Last, Games for Players
Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation
PC (DT, LT, Netbook)
Games
Mobile Games
Arcade
Console (Video) Games
Categorized by Platform
Handheld Console Smart Phone / Tablet
Single-player
(Offline) Games
Categorized by Internet
Connection
Online GamesLAN Games
Client-based
Browser-based (Web Game)
MMOG
Match-
making
Categorized by Genre
FPS( 第一人
稱射擊 ,First
Person
Shooting)
Music
( 音樂節
奏 )
Adventure
( 冒險 )
ACT( 動作 ,
Action)
Puzzle
( 益智 ) Racing
( 競速 )
Sports
( 運動 )
Word ( 文
字 / 解謎 )
Card &.
Board
( 棋牌類 )
SIM( 模擬 ,
Simulation)
STR( 策略 ,
Strategy)
RPG ( 角色
扮演 ,Role
Playing
Game)
Genre 遊
戲類型
( 玩法 )
Industry Chain (Old Rules)
Game Studio
Content
Provider
IP Provider
Service
Provider
Game
Publisher
ISP
Channel
Game
Operator
Game
Distributor
Retail Points
Connection Media Cyber Cafe
End User Game Player
A Glance at TW Game
Industry
Market Value
The Winner Takes It All?
 Top 3 in Taiwan owns 72%+ Market
Share
 For Apps, Top 2% earns 90%+ revenue
GTSM, Jan. 2013
1999
Mobile
Games
17
Paradigm Shift
2005 2010
SNS
Games
2009
Browser
Games
2007
F2P Biz
model
Online
Game
1988
Developed
in Taiwan
~1980
Pirate / Localized / Licensed / Outsourced Games
Customers Segmentation in
Taiwan
Gamers
Heavy
Users
General
Users
Light Users
Eastern StyleWestern Style
Players
High ARPU
Big Market Scale
Hardcore Users
Gamers’ New Era for
Startups
Eco-systems Change the Rules
Smart Phones: Penetration in
Taiwan
MOEC, Nov. 2011
iOS vs. Google Play:
Downloads
AppAnnie, May 2013
iOS vs. Google Play: Revenue
AppAnnie, May 2013
Revenue per Download, March
2013
Revenue per Download, iOS Games, March 2013
Revenue per Download, Google Play Games, March
2013
AppAnnie, May 2013
Self-publish or get published?
 Get published?
 If you get solid commitments on
marketing budget and
promotional efforts
 Self-publish?
 Promote budget to make
Apple/Google feature your app
 Big Data Analysis to improve UX
My Opportunities & Challenges
 Purple Cat is a small studio: Survival First
 Our Own Titles vs. Work For Hire
 Find Talents
 Management (project, finance ---)
 Innovation
 Core Gameplay
 Business Model
 Global Market
 Global Competitors
Thank You
Q &. A
Find Me at:
 www.facebook.com/christina.hsu.37
 ( 徐志瀟 ) (Christina Hsu)
 Chris_9801
 Chris_9801 ( 貓奴 Chris 鍋貼 )
 Christina Hsu

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20130707 intro of game industry for startups

  • 1. Intro of Taiwan Game Industry for Startups Christina Hsu
  • 2. Agenda  Self Introduction  Basic Ideas of Game Industry  A Glance at Taiwan Game Industry  Gamers’ New Era for Startups  Q&A
  • 4. About Me • ID: Christina Hsu ( 徐志瀟 ) • HP: 17 Years Old (Since 1996) • Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次 方 ) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘 子 ) 、 FunTown ( 戲谷 ) • Attributes: Game Designer (assistant of ADM and CS ) 、 Marketing Manager 、 Product Manager 、 Biz Dev. Manager 、 Market Intelligence Researcher 、 Producer • An Indie game developer since 2013, CEO of Purple Cat Game Studio
  • 5. My Strength in Game Industry  Go through the complete flow  Pitch ➙ Proposal ➙ Development ➙ QA ➙ Manufacture ➙ Release ➙ Distribution ➙ Marketing ➙ Operation  Cross-platform, multi-devices  PC, Console, Mobile (Missing Part: Arcade)  Set-top-box, Inflight Game  Cross-culture Experience  Dozen Version for Ten Territories  BD, Localization, Support
  • 6. Purple Cat Game Studio  Goal: Make the World A Better Place with Our Games  Focus on Cross-platform development  App and Browser-based  New Devices (Google Glass?)  Business Model  Subscription  F2P + IAP  IAD
  • 7. Basic Ideas of Game Industry
  • 8. At first, we start from an idea…At Last, Games for Players
  • 9. Administration, Finance, Human Resource, and so on Game Development In-between, Lots of Work Publishing / Operation
  • 10. PC (DT, LT, Netbook) Games Mobile Games Arcade Console (Video) Games Categorized by Platform Handheld Console Smart Phone / Tablet
  • 11. Single-player (Offline) Games Categorized by Internet Connection Online GamesLAN Games Client-based Browser-based (Web Game) MMOG Match- making
  • 12. Categorized by Genre FPS( 第一人 稱射擊 ,First Person Shooting) Music ( 音樂節 奏 ) Adventure ( 冒險 ) ACT( 動作 , Action) Puzzle ( 益智 ) Racing ( 競速 ) Sports ( 運動 ) Word ( 文 字 / 解謎 ) Card &. Board ( 棋牌類 ) SIM( 模擬 , Simulation) STR( 策略 , Strategy) RPG ( 角色 扮演 ,Role Playing Game) Genre 遊 戲類型 ( 玩法 )
  • 13. Industry Chain (Old Rules) Game Studio Content Provider IP Provider Service Provider Game Publisher ISP Channel Game Operator Game Distributor Retail Points Connection Media Cyber Cafe End User Game Player
  • 14. A Glance at TW Game Industry
  • 16. The Winner Takes It All?  Top 3 in Taiwan owns 72%+ Market Share  For Apps, Top 2% earns 90%+ revenue GTSM, Jan. 2013
  • 17. 1999 Mobile Games 17 Paradigm Shift 2005 2010 SNS Games 2009 Browser Games 2007 F2P Biz model Online Game 1988 Developed in Taiwan ~1980 Pirate / Localized / Licensed / Outsourced Games
  • 18. Customers Segmentation in Taiwan Gamers Heavy Users General Users Light Users Eastern StyleWestern Style Players High ARPU Big Market Scale Hardcore Users
  • 19. Gamers’ New Era for Startups
  • 21. Smart Phones: Penetration in Taiwan MOEC, Nov. 2011
  • 22. iOS vs. Google Play: Downloads AppAnnie, May 2013
  • 23. iOS vs. Google Play: Revenue AppAnnie, May 2013
  • 24. Revenue per Download, March 2013 Revenue per Download, iOS Games, March 2013 Revenue per Download, Google Play Games, March 2013 AppAnnie, May 2013
  • 25. Self-publish or get published?  Get published?  If you get solid commitments on marketing budget and promotional efforts  Self-publish?  Promote budget to make Apple/Google feature your app  Big Data Analysis to improve UX
  • 26. My Opportunities & Challenges  Purple Cat is a small studio: Survival First  Our Own Titles vs. Work For Hire  Find Talents  Management (project, finance ---)  Innovation  Core Gameplay  Business Model  Global Market  Global Competitors
  • 28. Q &. A Find Me at:  www.facebook.com/christina.hsu.37  ( 徐志瀟 ) (Christina Hsu)  Chris_9801  Chris_9801 ( 貓奴 Chris 鍋貼 )  Christina Hsu