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Asia-Pacific

Japan, China, Korea, Southeast Asia, India and Australia.

321 documents

Cover of NetEase Games Strategy: 2019

Niko Partners · 2019

NetEase Games Strategy: 2019

NetEase is executing a strategic transition from a domestic-focused MMORPG developer to a global entertainment powerhouse. By diversifying its portfolio across multiple genres and expanding into international markets, the company aims to mitigate the risks associated with slowing growth in China. This strategy centers on leveraging high-quality self-developed intellectual property, fostering international partnerships, and building a comprehensive gaming ecosystem that integrates esports, live streaming, and pan-entertainment content. Financial performance in early 2019 underscored the company’s stability, with total revenue reaching $2.74 billion, a 29.5% year-over-year increase. Gaming revenue accounted for $1.77 billion of this total, driven by the sustained performance of legacy titles and the success of newer mobile games. Mobile platforms remain the primary revenue driver, representing 72.1% of total gaming income. Despite a regulatory freeze on game licenses in China during 2018, NetEase maintained growth by capitalizing on its existing library and expanding its footprint in key overseas markets, particularly Japan and the United States. To sustain this momentum, the company is aggressively pursuing global expansion through simultaneous worldwide launches, porting mobile titles to PC and console, and investing over $200 million in overseas studios. Furthermore, NetEase is building a robust gaming ecosystem that encompasses developer support, social platforms like the Da Shen app, and significant investments in esports, including the NeXT tournament brand. By evolving its top-tier intellectual properties into multi-media franchises—spanning film, comics, and merchandise—and securing strategic collaborations with global brands, NetEase is positioning itself as a formidable, long-term competitor in the global interactive entertainment industry.

Cover of Tencent Games Strategy 2019

Niko Partners · 2019

Tencent Games Strategy 2019

Tencent’s strategic pivot in 2019 marks a recovery from the previous year’s regulatory freeze on game licenses, which had triggered the company’s first-ever profit decline. By early 2019, gaming revenue rebounded to $5.2 billion, driven largely by the successful transition of 150 million monthly active users from the unmonetized PUBG Mobile to the compliant, self-developed Peacekeeper Elite. This maneuver underscores a broader commitment to navigating strict domestic regulations while maintaining market dominance through the integration of the WeChat and QQ social ecosystems, which serve as the primary distribution channels for both internal and third-party titles. The company is simultaneously pursuing aggressive international expansion and portfolio diversification to mitigate domestic risks. This global strategy involves high-profile intellectual property licensing, such as Call of Duty and Street Fighter, alongside strategic acquisitions of Western studios like Sharkmob. Within China, the expansion of the WeGame platform to 70 million monthly active users and a partnership to serve as the exclusive distributor for the Nintendo Switch signal a move beyond traditional free-to-play mobile models into the PC and console markets. Future growth is anchored in emerging technologies and infrastructure, specifically cloud gaming and esports. Leveraging a cloud network that already supports 75% of China’s top mobile games, Tencent is positioned to lead the domestic market in the absence of major international competitors. With a $1 billion commitment to esports infrastructure and a pipeline of over 20 new titles, the strategy emphasizes long-term dominance through a combination of massive capital investment, mergers and acquisitions, and the development of next-generation technologies including augmented reality and blockchain-integrated gaming.

Cover of China Mobile Market Update: January 2018

Newzoo · 2018

China Mobile Market Update: January 2018

This market update provides a comprehensive analysis of the Chinese mobile landscape as of November 2017. The report examines trends across mobile hardware, app store performance, and consumer behavior, specifically focusing on the demographic characteristics of the post-90s generation. The findings are derived from a sample of 350 million active iOS and Android smartphones and tablets, drawn from a broader pool of over 650 million devices. In the hardware sector, the market experienced a notable shift as Vivo surpassed Huawei to become the third-largest device brand in China, capturing a 14.5% market share. Apple maintained its lead as the top brand with 25.7% of the market. Within the Android app store ecosystem, Tencent’s MyApp remained the dominant platform with 25.1% coverage, while 360 Mobile Assistant emerged as the fastest-growing store. The most installed apps remained largely static, with WeChat and Mobile QQ continuing to lead the social category, despite slight declines in their respective install rates. The gaming sector saw significant activity, particularly in the battle royale genre, where NetEase’s titles demonstrated strong performance. On the iOS platform, NetEase secured four of the top five grossing positions, trailing only Tencent’s Honor of Kings. The report also highlights a case study on the post-90s generation, noting a strong preference for domestic smartphone brands and low-to-mid-range price points. Data indicates that while both post-80s and post-90s cohorts exhibit high levels of late-night mobile activity, the post-80s generation maintains higher overall engagement throughout the standard workday. These insights underscore the competitive nature of the Chinese mobile market, characterized by rapid shifts in brand loyalty and the continued dominance of established domestic tech giants.

Cover of China Mobile Market Update: April 2017

Newzoo · 2017

China Mobile Market Update: April 2017

This analysis of the Chinese mobile market, based on February 2017 data, examines the landscape of device usage, app store penetration, and consumer connectivity trends. The study utilizes a sample of 350 million active mobile devices to provide a granular view of the world’s largest mobile ecosystem, highlighting the dominance of local manufacturers and the rapid shift toward premium hardware and advanced network connectivity. In the device market, Apple maintained the lead with a 26.3% share of active devices, followed by Huawei at 15.6%. Xiaomi and Oppo remained highly competitive, each capturing 13.8% of the market. The data reveals a significant shift in consumer behavior, as 4G connectivity became the standard in 2016, rising to 57.9% of active devices compared to 31.6% in 2015. Simultaneously, the market saw a trend toward premiumization, with a notable increase in devices priced above 2,000 RMB and a corresponding decline in budget devices under 1,999 RMB. App store and application usage patterns underscore the dominance of domestic platforms. Tencent’s MyApp remained the leading app store with 24.1% coverage, while WeChat achieved near-universal penetration, installed on 93.6% of active Android devices. In the gaming sector, Tencent and NetEase maintained a stronghold on revenue, with titles like King of Glory and Onmyoji leading both Android and iOS charts. While casual games showed growth in the Android segment, the iOS market saw increased diversity with new publishers entering the top 10. These findings illustrate a maturing market characterized by high engagement with local social and utility platforms and a growing consumer appetite for higher-end mobile technology.

Cover of Casual Games Sector Report: 2017

Newzoo · 2017

Casual Games Sector Report: 2017

The global games market is undergoing a period of rapid expansion and structural transformation, with total revenues projected to exceed $100 billion by 2017. This growth is driven by the globalization of business models, such as free-to-play, and the increasing ubiquity of mobile devices. While mature markets in North America, Western Europe, and Oceania currently account for 51% of global revenue, emerging regions—including Asia, Eastern Europe, Latin America, and the Middle East—are expected to drive a compound annual growth rate of 12.5% over the forecast period, eventually shifting the majority of market share toward these developing territories. Mobile gaming serves as a primary catalyst for this expansion, with smartphone and tablet usage becoming essential for global consumers. By 2017, mobile gaming is expected to capture 34% of the total market, up from 23% in 2013. Simultaneously, the industry is evolving as games transition into broader entertainment brands that span multiple media platforms. This cross-media presence, supported by the rise of eSports and digital content consumption, allows developers to increase engagement and monetize non-paying users more effectively. China represents a significant focal point for industry growth, with revenues quadrupling between 2008 and 2013. Despite challenges related to piracy and strict censorship, the Chinese market is characterized by a robust mobile app ecosystem and high engagement with both domestic and foreign titles. Success for international companies in this region increasingly depends on local partnerships, effective localization, and the integration of in-game monetization models. The analysis relies on a combination of primary consumer research, transactional data, and financial analysis to provide a comprehensive view of these shifting global dynamics.

Cover of China Mobile Market Update: December 2017

Newzoo · 2017

China Mobile Market Update: December 2017

The Chinese mobile market remained stable throughout October 2017, characterized by consistent brand rankings and steady adoption rates. Based on an analysis of 350 million active devices from a total pool of 947 million smartphones and tablets, the data indicates that Apple maintained a 25.6% market share, while domestic manufacturers OPPO, Huawei, Vivo, and Xiaomi continued to dominate the remaining landscape. The ecosystem saw minor shifts in app store distribution, with Vivo expanding its presence by placing both its standard app store and its dedicated game center within the top 10, effectively displacing Google Play from the rankings. Consumer behavior in the gaming sector showed intense competition between industry leaders Tencent and NetEase. Honor of Kings reclaimed its position as the top-grossing game on Android, while NetEase demonstrated strong performance on iOS. The market also saw a strategic pivot toward the battle royale genre, with both publishers aggressively developing mobile iterations of popular titles to capture market share. Beyond gaming, the social and utility sectors remained anchored by established platforms like WeChat, Mobile QQ, and Alipay, though new entrants such as Wifi Master Key and Weibo successfully broke into the top 10 most installed applications. A specific performance analysis of the iPhone X during its launch week revealed high consumer interest, with the device significantly outperforming the iPhone 8 and 8 Plus in active usage. The data suggests that the iPhone X maintained a stronger appeal among high-end users compared to flagship offerings from domestic brands, which continued to focus primarily on mid-to-low-end market segments. These findings, supported by data from the independent smart data platform TalkingData, underscore a market that is increasingly defined by high-frequency mobile engagement, rapid adoption of new hardware, and a robust, localized app ecosystem.

Cover of Mobile Games Whitebook: Q1 2017

Newzoo · 2017

Mobile Games Whitebook: Q1 2017

The mobile gaming market in Southeast Asia is experiencing rapid expansion, positioning the region as a global leader in growth. Driven by increasing smartphone penetration, rising disposable incomes, and improved internet connectivity, the region’s mobile game revenues are projected to grow at a compound annual growth rate of 45.3% between 2015 and 2019. This growth is heavily concentrated in the "Big Six" markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, which collectively account for 97% of the region's mobile gaming revenue. The market is characterized by a mobile-first consumer base and a burgeoning interest in competitive gaming. Southeast Asia is currently the fastest-growing region for esports globally, with the number of esports enthusiasts expected to nearly double from 9.5 million in 2016 to approximately 20 million by 2019. This trend is supported by the hosting of major international tournaments, such as the Manila Major and ESL One events, which have solidified the region's reputation as a hub for mobile esports. Data analysis across the Big Six reveals distinct market behaviors regarding device preference and player retention. Samsung maintains a dominant market share across most of these countries, though Apple holds a significant presence in the Philippines and Singapore. Retention rates vary by operating system, with iOS users generally demonstrating higher day-30 retention compared to Android users. Furthermore, the prevalence of 5.0 to 6.0-inch screen sizes across the region highlights a consumer preference for larger mobile displays. This analysis utilizes granular mobile device intelligence and consumer service data to provide a comprehensive overview of the regional ecosystem. By examining demographic trends, revenue projections, and top-performing game titles, the findings underscore the significant business potential for international developers and publishers looking to capitalize on the region's ongoing digital transformation.

Cover of China Mobile Market Update: November 2016

Newzoo · 2016

China Mobile Market Update: November 2016

The November 2016 China Mobile Market Update provides a comprehensive analysis of the Chinese mobile ecosystem, focusing on device market share, app store performance, and top-grossing applications for September 2016. The report serves as a strategic intelligence resource for companies navigating the Chinese market, utilizing data derived from a monthly sample of 350 million iOS and Android devices in partnership with TalkingData. In the hardware sector, Apple maintained its position as the leading mobile brand with a 23.6% market share, despite a decline from the previous month. Huawei and Xiaomi followed as the top Android manufacturers, while OPPO secured the fourth position, displacing Samsung. Within the Android app store landscape, Tencent’s Myapp remained the market leader with 24% coverage. Notably, Wandoujia experienced significant growth in both coverage and monthly active users following its acquisition by Alibaba. The application market remains heavily influenced by social and video platforms, with WeChat leading the non-gaming category with over 750 million monthly active users. In the gaming sector, Tencent and NetEase dominated revenue rankings across both Android and iOS platforms. Tencent’s King of Glory maintained its status as the top-grossing Android title, while NetEase’s newly released Onmyoji achieved immediate commercial success, ranking among the top-grossing games on iOS within its first month of release. The report also highlights the consolidation of the ride-hailing market, specifically the acquisition of Uber China by Didi Chuxing. This merger reflects the broader trend of high-cost competition in the Chinese mobile space, where market dominance is increasingly driven by massive user acquisition and strategic investment. These findings underscore a highly competitive, rapidly evolving environment where local giants continue to command the majority of user engagement and revenue.

Cover of 2016 Global Mobile Market Report: Q4 2016

Newzoo · 2016

2016 Global Mobile Market Report: Q4 2016

The global mobile market is undergoing a period of rapid expansion, with consumer spending on applications projected to nearly double from $44.8 billion in 2016 to $80.6 billion by 2020. While mobile gaming currently serves as the primary revenue driver, the industry is shifting toward a more diversified ecosystem where non-gaming categories such as entertainment, music, and social networking are experiencing faster growth rates. This evolution is supported by a global base of 3 billion active smartphones and tablets, with the Asia-Pacific region accounting for nearly half of the world’s 2.3 billion smartphone users. Geographically, China has solidified its position as the world’s largest app market, surpassing the United States in total revenue and maintaining a unique ecosystem defined by a dominant Android presence and reliance on third-party app stores. Meanwhile, emerging regions like the Middle East and Africa are poised for significant expansion, with a projected compound annual growth rate of 42.6% through 2020. India is also emerging as a critical growth engine, expected to become the second-largest mobile market globally. Across these regions, the widespread adoption of mobile payment systems among millennials is fundamentally altering monetization strategies. Success in this competitive landscape requires granular, data-driven benchmarking. Metrics such as conversion, retention, and average revenue per daily active user vary significantly by region, genre, and platform, necessitating a nuanced approach to consumer insights. The 2016 market landscape was particularly influenced by the transformative success of titles like Pokémon GO, which demonstrated an unprecedented ability to capture both casual and hardcore audiences. As the market matures, the integration of proprietary analytics and strategic industry partnerships remains essential for navigating the complexities of global mobile device preferences and localized consumer behavior.

Cover of The Asian Games Market: Casual Games Sector Report 2016

Newzoo · 2016

The Asian Games Market: Casual Games Sector Report 2016

The 2016 Casual Games Sector Report provides a comprehensive analysis of the Asian gaming landscape, emphasizing its critical role in the global market. The primary thesis posits that Asia represents a dominant force in the industry, particularly within the mobile sector, while highlighting the significant, yet often challenging, trade balance between Asian and Western game companies. The report serves as a strategic guide for industry stakeholders to understand regional growth trends, revenue distribution, and the competitive positioning of major public companies. Key findings indicate that in 2016, key Asian markets—specifically China, Japan, South Korea, and Greater Southeast Asia—accounted for $45 billion in game revenues, representing 45% of the global total. Mobile gaming is identified as the primary growth engine, with these regions generating 55% of global mobile game revenues. While smartphone gaming leads in revenue share across these combined markets, regional preferences vary significantly; for instance, console gaming remains a dominant force in Japan, whereas mobile platforms command over half of the revenue in Southeast Asia. The analysis utilizes data from the Newzoo Global Games Market Report, focusing on public company financial performance and regional market metrics. The scope covers the 2015–2016 period, examining the interplay between Asian and non-Asian public entities. The report highlights that while Asian companies have successfully expanded their global footprint, Western companies face barriers to entry in Asia, with a relatively small percentage of their revenues derived from the region. The report concludes by profiling high-growth Asian firms like Tencent, NetEase, and Mixi, illustrating how mobile-first strategies and localized content are driving rapid expansion and shaping the future of the global gaming ecosystem.

Cover of Casual Games Sector Report: Southeast Asia 2015

Newzoo · 2015

Casual Games Sector Report: Southeast Asia 2015

The Southeast Asia games market is positioned as a primary growth engine for the global industry, with total regional revenues projected to double to $2.2 billion by 2017. Driven by rapid economic development, increasing mobile internet connectivity, and a large, young population, the region is experiencing a compound annual growth rate of 28.8%—significantly outpacing comparable markets like Latin America and Eastern Europe. The sector is characterized by a high prevalence of mobile gaming, widespread English language proficiency, and a strong affinity for Western social media platforms, making it an accessible and strategic battleground for international developers and publishers. The market landscape is defined by the Big 6 countries: Thailand, Malaysia, Singapore, Indonesia, Vietnam, and the Philippines. Thailand currently leads the region in total game revenues, while Singapore boasts the highest average annual spend per payer at $189.30. Mobile gaming is the dominant segment across these nations, with Western titles—particularly those from publishers like King and Supercell—consistently ranking among the top grossing applications. While genre preferences vary by country, strategy and racing games frequently emerge as top performers among both paying and non-paying users. Data for this analysis is derived from 2014 and 2015 market research, including consumer surveys and financial modeling provided by Newzoo. The findings highlight that while the region shares certain demographic and connectivity trends, each country maintains distinct gamer behaviors and economic profiles. For instance, Malaysia exhibits a high rate of multi-screen gaming, whereas Vietnam is poised for the fastest mobile segment growth, with smartphone-based revenues expected to account for over 50% of its total market by 2017. These insights underscore the necessity for localized strategies to successfully navigate the diverse and rapidly evolving Southeast Asian gaming ecosystem.

Cover of Global Mobile Game Industry White Book: 2015

Global Mobile Game Confederation · 2015

Global Mobile Game Industry White Book: 2015

The global mobile gaming industry is undergoing a transformative shift, positioning itself as the dominant force within the broader interactive entertainment sector. With revenues projected to reach $30.1 billion in 2015, the market is fueled by rapid expansion across the Asia-Pacific region and a fundamental change in consumer behavior. Players are increasingly gravitating toward creative, competitive, and spectator-oriented experiences, a trend that is actively cannibalizing traditional gaming segments. Tablets and the integration of gaming within messaging platforms have emerged as critical catalysts for sustained engagement and future revenue growth. Regional dynamics reveal a bifurcated landscape of opportunity. China remains a high-engagement powerhouse, where users dedicate an average of 35 minutes daily to gaming, with a strong preference for card and role-playing titles. Conversely, Southeast Asia represents a rapidly maturing market, expected to double in revenue by 2017. This region offers a more accessible entry point for Western publishers, facilitated by widespread English proficiency and the standardized distribution infrastructure of the Google Play and iOS App Store ecosystems. Monetization strategies must account for distinct user archetypes, specifically the contrast between high-value spenders and casual free riders. Big spenders, typically employed men with family responsibilities, gravitate toward mid-core genres, whereas free riders are often students engaged in casual play. Because these groups exhibit significant variations in device usage and genre preferences across different geographies, developers must employ nuanced targeting strategies to effectively capture and monetize these diverse global audiences. Success in this evolving market depends on the ability to synthesize these demographic insights with regional technical and cultural trends.

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