A Brief View of Chinese & Global Mobile Game Markets | PGC Digital #1

so today I'm going to share my opinion of a brief view of a Chinese in a global mobile game markets so let's start so today I'm going to share three topics so briefly of global in the Chinese mobile games in called one of 2020 popular dancing Chinese in the global markets and also develops into top insemination platform for Chinese and global markets so let's move to the first part so we can check that to charge the tuna estimated a revenue of a global mobile games in App Store and Google Play has averaged six point one seven billion in 2090 which has increased 40 points to eight percentage compared with 2018 Chinese Android after her excluded of course though they're into App Store contributes 37 billion US dollars which accounts for nearly 60% of the

total revenue based on the comprehensive analysis of Chinese third-party Android app stores a penny predicts that the global mobile game market will reach 100 billion US dollars in 2020 so from these charts you will know that action game as a most popular type which can get lots of India purchases like p-region mobile and the drain of free fire in fact poeple Kerrigan's are also very attractive according to the report of the sensor tower the turn of the loads of new release the top trending games have averaged 2.1 billion in 2020 over 70% of it I hyper Carrigan's as for the gross rate Carrigan's and a pebble games are better than other categories which Halford ROI to 22% in 26% so for the Ewing host for camera

grams of a man countries in 2020 compared with the data shared about liftoff during June 2009 the year the alkylation couch for Kara grams of Amman countries have nearly doubled so it's really cruel and for the monetization sparked in February the data of her remodel videos in Australia is a very impressive from this chart the eCPM of Android devices reaches the top and even higher than as iOS devices and further interest issues japan has got the best performance as one of the world top story mobile game markets japan has attracted lots of game developers according to the latest observation of top on chinese game developers have occupied one-fifth of the market and for banners SF normal recipients are quite stable and not that

high and then let us move to the Chinese market and you can see that the total revenue of a Chinese mobile game market has reached twenty three billion US dollars in 2019 which has increased to three point five billion u.s. dollars and as a growth rate as around eighty percent compared with 2080 and the unit scale of Chinese mobile game market has reached 600 attorney melon which has increased to three point-two percentage compared with last year and for the Downloads iender revenues there is no doubt that action games and role-playing games have got the best performance no match in China or in other countries and also for the coast and EC pH and compared with other tier 1 countries

like the US Australia Japan and Korea the eCPM suffer Carrigan's in Chinese market are similar however the coast for you that position is much lower which indicates that the allies have an enormous potential in China so let us have a brief summary due to the common 19 tiny especially in February our impressions in mobile games half Chris Nilan twice as much as you wrong although the eCPM of related videos hasn't decreased a little bit it does not affect the final revenue a lot during this period lots of healers who are the self recording which made big contributions to mobile game developers no matter Carroll and hyper carry games or McLaren jaco games the or attract more users who generate massive revenue and the US

market is a still the most attractive area for global game developers throughout the data we shared above even though the Chinese market has a lot of a potential it's an ADA stronger localization so for most publishers we prefer to select the US market especially for Kara game developers the more market is shared the gaming us the higher influence that they will make even around the world and returning to the Japanese market it has a highest coaster for your acquisition at the same time we have got a considerable profit of the in-app purchase rate and amounts especially for hardcore game developers this market has a huge potential even for Kara games this do you can find a way to leave your net above so if you want to enter this market it is highly recommended to have a deeper understanding of Japan and the Japanese players since their unique culture and

the products of localization should not be overlooked and the last - the global coronavirus disease is quite a severe recently so I do believe more and more people were selected to self-segregation the less entertainment will lead more users to play mobile games global mobile game downloads and the revenues are expected to rich its new peak at the same time I have to emphasize that the Chinese market has a tremendous potential according to the ladies to statistics and the prediction the Chinese acara game market were - four to seven billion u.s. dollars in 2020 around the 10 to 20 million u.s. dollars per day so for the second part and for the popular games in Chinese and the mobile markets what I'd like to select two typical games for further

evaluation so judging from the race of the Chinese in the Baha kakero games in Google Play after all is more and more players have been attracted by gaps that a close to life since but like it would turning 3d and a slap kicks from the development process and of a hawk arrogance and can be divided into three stages according to the changes of playing methods in the designing styles stage one as me range from classic arcade game and the next stage is God rate will affect to 3d and the lawfulness can change the closer to life and for the Chinese market the Spring Festival holiday for 2020 that have become more long due to the corona virus during this period the money making gaming China has become very popular on

the basis of a common gameplay masters like emerge elite paddle word Chesson cart this kind of games have added a new popular element red pockets via advertisements for your acquisition we are use win real money and other attractive words and money symbols in these games near there's need to invite friends to join the game and watch ads to make money of course users can withdraw deposit after it has a way to the certain amount however the process is quite hard and we need to spend a lot of time and invite more people so you can check the string shot here their phone is returning ready and it's published by whoo - and have gotten certified contumelia downloading and as one of the typical games in China

and also in global markets fo and also in the domestic market this is Sony pig farm as a veritable core and popular and we are always in top 10 downloading list since they have been releasing the last few months and half gained over 100 million coca leaf users I Lance and enjoy the devices so from these two games we can't find some similarities in the differences so for the similarities and the product level the seems they are close to life and have a localized the characteristics they could a shorter the distance with some players through mentioning their interests and for the playmaster it's very easy to learn and play with a simple and a direct operations players can do it tour with only one finger and

also the sustainability most of games have considered the sustainability we combine a single plane Messrs wings against internal growth system and a value system to expand the users interest and the freshness and increases the playing time and for the money traditional level we are all based on in-app advertising there is no subscription or in-app purchase involved and pertaining to the ad format we all can tell devoted videos interest issues in the banners and the or design is similar at scenarios and get extra coins or tools through rewarding views and display interest issues while switching gain things and all banners will not affect the users operations and for the differences Sony Big Pharma expect for the tradition or monetization message this game has added the localize

the characteristic the rod pocket mode increase in playing time attract more users and invite more friend to join by using players a desire of making money and we have designed the seven scenarios to stimulate it and further wouldn't turn 3d the game takes the advantage of an interesting play method as its core to guarantee the long-term retention rate and attract more users through its reputation industry shows are more frequent users will work two to three advertisements while completing one entire sculpture and process and furthermore the cross a promotion feature has been added to acquire more free new users for their matrix games so for from the two games to two entire

different markets so the similarities we can find for other products parties asteroids which way the wind blows seems I'm closer to life which are more attractive for both Chinese and in global markets and the simple operations and airplane masters can quickly chase and keep users the volume of players can be further explored through again numerical control and the sustainable scene average and the good games will have become popular around the world take kudos to the turning 3d as an example it's a very popular in China as well so a local distributor has published in Chinese app stores on behalf of who do and we have gained a lot of profit as well now for the monetization part as for the Alliance of in advertising scenario Siena formats they are quite a similar

with each other in both Chinese and global markets the way to gain users for matrix games so cross promotion could be widely used as well and for the difference is the localization is the most important part so look of course the requirements of folk era and a high poker games are lower than my coin who gets one point should not be should be noted that the localization is not only limited to the product itself it also contains the first one has the policies in the local app stores and in China we all know that the government will control the key parts of the game distributing process and also there are various app stores and for Android apps except a Google Play and for the Deuter applications part different app stores have their only ua channels and even for the open market though ways and the

channels to gain new users are quite a different within known Chinese market and the florida monetization scart need to select the vassal local ad platforms and a furthermore local ad formats like the splash screen yet we are have publishers to increase their revenue further and now I'm going to share some brief information about the Chinese market the first one is a roast from the Chinese government so I do believe that a lot of guys have heard here before in China the government to control the key parts of the game distribution process when all mobile games must be licensed a software copyright and game license before Z can be officially released the complexity of the game where a factory or gamble puma time and a for a lot of overseas companies the approval time is usually more than three months and because it takes certain amount of time to find a local company to cooperate list and the yellowness

the unique publish race unlike most of countries the prove of Google Play and App Store's it's not enough to publish a game in China thus a huge number of third-party applications markets are there for you there's you download most authorities especially for the huge ones have their own rules like different two packages SDKs payment API and even there the ties mentis all supplies so the the last part is I'm going to share my information about the top intimidation platform for both Chinese in the global markets so not like other single mediation Chopin is a comprehensive mediation platform which can support most Chinese and global plotted platforms and can help developers to maximize in other revenue in different areas Anthonia and love advanced features we do support what

following may be tasked cross-promotion had been in segments and multidimensional data and the furthermore token offers two sets of data acceptable original data from their platforms top and obviously its own data for compression they could have publishers to unify statistical standards from different ad platforms and a set operation still just objectively and furthermore byung-kyu monetization publishers can get access to a deeper understanding of their apps from Tom's dashboard and reports like the odd air TV and the user lover reporting on D you are and engagement rate and furthermore we have open over source and offered open api's since that the open source can a more transparent and secure to show you our what we have and can

protect your rights and right now for the open API we do support two modules and for the data API you could get motivation data and a device level data which can help you to calculate the I lies from various channels after combining with the UA data and the marketing api's and for the management module especially for the operation api's you could have an ad placements management and also water for management so thank you so that's all for my today's sharing so I do believe I have shared some useful information for you for both Chinese and global markets and they're willing Chris you have time I Ari thank you very much fascinating an overview of the of the Chinese market and and and and how how Tapan works and the local local trends I was fascinated by the by the popularity of the woodturning game we've got a

couple of minutes actually and we haven't got any questions from the audience so I will just suggest the people that if you do want to ask carry a question about the the global and Chinese markets please do drop that into the Q&A box at the bottom we're but Harry I just like to ask you something if you don't mind because you tell us a little bit more about the red pockets mechanically I thought that was that was very interesting and but just just my own personal experience I couldn't quite get my head around how that works it seems to be something perhaps unique to the to the Chinese and Asian markets I can't quite think of an equivalent in the games I play what's the mechanic there how does the kind of red poppies were you actually the red pocket so one of the most they're traditionally during the spring festival so you know in China during the spring festival the parents and also the friends will give red pockets to the children and also be advertised to show their pastor wishes so it's a very traditional way to show the Chinese

traditional cultural so the red of pocket can be quite popular and attractive for Chinese users and players so especially during the quarter warning 2020 a lot of the game developers have found these chan chess and add the red pocket elements to their applications and games so more and more Chinese users will find as very interesting to doing it and even in the games so in the combined the traditional Chinese culture and the ladies of the gaming industry and also the games so which have and a lot of users and the product great thank you you also mentioned there about the certification process that takes place I know that a couple of years ago it was incredibly hard to get a game published in China they stopped you know the process of the application was unavailable what's the situation

like now is it is it has it become much easier to get a Western game published in China what's the car general thinking about that yeah actually maybe no since you came in divided into two parts for the in Epping against and I think it's much easier for game developers to get the copyright sometimes of overseas companies or developers that's quite hard for them to find a proper way to do nit saying to you now you need to do the application on the official website at some times it's not very user friendly to foreigners and if you want to do in apprentices in China right now for games I do believe that it's too very hard for game developers to do so so that's a reason why right now there is still a lot of Carrigan's and a hypercar games only doing in advertising and then the red pocket mode i have mentioned previously

is another way to increase advertisements at this point i can see that someone's dropped a question into the window so how if you don't mind I'll I'll read it out to you so everyone can see it um Ryan asks the question what would be the biggest holdback or issue for a game to get released in China yeah actually for Chinese market it's a quite a special and as we all know that especially for Android apps there is no Google Play here so if you want to release through your application especially for enjoy part you need to get more familiar with the local rules not only from the government but also from the open markets part and as affirmation apparently for the use acquisitions part you need to find the

crack the channels to do your the addition although the cost is much lower than other countries that the channels are quite a different and also for the motivations part if you have not called the license you need to do in advertising so you need to select and cooperate with more local ad platforms which can help you to do my addition and increase the highlight so I think it's a biggest issue an impact yes you need to find a better way to the localization and you need to know more about the market find a faster channel ask the other platforms and also the best of partners to to cooperate and help you to do all the licensee and a copyright question another question is coming to Harry from from James here I'll just pass that on if I make this mistake excuse me what is it what is the biggest

mistake that Western developers and publishers make when trying to bring a game to Asia what is the what is the biggest mistake that developers and publishers make when they tried to bring in going to China yes a lot of gamma developers must think the Chinese market is quite easy to enter so much of they are going to release the application easily maybe sometimes just a release on that I'll for a story sync example justice lack star China and so one of the market and at least think the game can get the users to what white they're sometimes they have overlooked the localization and also the environment here in local China so sometimes that the common waste and not user are not a euro Lee used for Chinese market so they need to find tip corn or another way to

do the publish one here in China the pitfalls like getting to know the local user interface conventions for instance two games have to be localized that people often get that wrong the way that games are localized mmm-hmm and I'm just wondering is sort of poor translation and localization a common pitfall in it and how do people ever come back yeah actually the translation s in pardon button it's another key part for the Kerrigan's and hyper carol games so it's just I have sharing my presentation just like the returning Stadium I would I would do we have not added translate the language but I think it's also very popular here in China so folk arrogant and a hot poker games the play masters are quite easy and the users can do it easily and sometimes and will use one

finger to complete the whole process so the localization for the product itself sometimes it is not that important or necessary for this kind of hyper carry games all carry games that the other ways to do the popular movement is more important