Gameplay Comes First – The New Era For Global Mobile Gaming

[Music] Gaza's use of this one feel more casual so my name is Karen and I'm waiting for tea yep there you go okay cool so they caught it in the brochure is called a super superstar session so no pressure and thank you guys for you know coming up so early any morning I will try to be as more interesting as possible so right now today we're gonna talk about a little bit more on the gameplay interns for the changing trend in a div in different markets so my name is Kearney I'll be in charge of the PD team for the GCR a penny for the gaming where to go and I finance where to go so I didn't prepare any introduction for a penny per se because I'll assume you guys already know but before that it just might take

a one minute you talk about a penny so we are in shorten that we are the biggest game sorry the mobile market tracking data in the market and we have actually a subprime plenty of our client here sitting sitting over there from Japan and from other regions so welcome and Yoko so so let's get a change and into more of our data so we put up the report on yourself and I wanna see deep dive to different market what is changing in the market and how can we adapt if you can't see please and I'll see more closer to the television so this is a report we did last year now we all know mobile gaming is big it's huge it's on the rise everybody knows that but something really interesting cut up by my mind is you can see that in last year there actually a big increase in terms for the console raft revenue is actually have a fundamental impact on a gaming mobile

gaming sorry the mobile gaming market itself but we will catch that later but in terms word in terms worded the data who are the number actually in 2018 the mobile game spending was you know over two times than a PC or my gaming and even these three times on the council but still houses have an impact across a prostate foreign kind of a different device so since we're talking about gross two years ago or at least us what more than one years ago when we're talking about the revenue growth naturally we was think about emerging market is actually really make sense because they have more in terms of other people over there it's not really using smartphone by now they're perfect eyes annual and who prostrates as always over 30 to 40 percent but something change last year in the past 12 months now we do the steamer actually the similar Alan's over again is actually a ton this one weeks

later one way circle is actually fun really interesting the most grow the most growth actually comes from the mature market other than the emerging market if you look at the the runt here is actually um fine the US and a Europe is having the release the fit making a significant revenues growth coming comparing to the last year and that is really interesting we never saw that coming because we all say okay the game population over there is a maturity not gross anymore there should be more we shouldn't expect any more peak in terms for the revenue growth ever happened again those market by something changing we're not sure why but I just want to say thank you for the mature market there's one particular key player is actually doing fantastic job and that's come from China actually when actually when we think about Chinese game publisher before let's say three five years ago I'll be honest many people will now

associate themselves with quality the word quality there was a lot of the copycat game MMORPG game up back there but something changing in the past three years actually as a result you can't find they generate more money in u.s. and Japan market which is considered to be the most the hardest the most difficult market to penetrate especially for outsider so maybe the quality increasing quality is just one of the reason but there must be something else something must happen what we think about it all the previous place something must happen in those mark the behavior must shifting and though somehow those guys find a gap find an opportunity to enter those market so that was my the biggest question when I you know start to prepare for this presentation so what is happening in the latest June report we just released this this week it's actually coming for a week on the top 10 China based company

to go overseas by raveling download if we take the wrap no take a really close look that normally when we consider when Chinese problem publisher to go wrong will consider I'll get there with you and I'm RPG they would do a Shoji period just like that but we actually see a increasing of different in the waiting new gameplay happened for example angry sir I'm not sure how now how many of you down there ever play this one but I actually love that and for also for idol heroes I'm not sure if restore hand if you see they are really well crafted advertising on Facebook for a no heroes now not a single one I'm sure your gamer doesn't matter but they actually have the really well profit gamer the advertising and never sorry what happened to a Chinese company this will almost feel like you were watching the advertising from supercell or or or you know like like this clash of clans it's really great and coming

down interesting very new very hard for foreigner to understand in terms of gameplay is like to be the king or Emperor and the beauty is very Chinese stage and story focus on you know you'll be a king you have different kind of you have three thousand wife that this kind of crap but if people love it people love it not just the Chinese public player love it actually you can see the current user is a really loving it and also the Japan does not this kind of thing never happened before the back to the topic is something happen in u.s. and Japan players but we don't know why yet so we take gonna take a deep dive in those to market for us one thing about where I actually talk to you some investor yesterday and my question was think about US market in terms for the game right mobile game what's the number the first word comes to our mind they would say okay probably as LG they're always the biggest one and previously we probably mentioned the a

RPG well actually would take them rather new breakdown by the gameplay actually you will see the me core actually supported the whole us ravening now house including the casino sui-chan dollars so if we took out for example with take the main core can of game lessons for example this is force the RPG game RPG is quite big in US are already and suite plus X AVG actually take over more than a quarter of the total game share but think about how many people are actually doing those business in u.s. I was in not a lot of complaint you cos you know or or Cathedral Street order SOG came then we take a more closer look at a gaming of the behavior of the of the player actually the right the left side is the topple me you and and right one is a top

time spent okay so there's a one interesting point is if you can up clos for example take RPG for example it general rates they take four person up to around 4% in terms for M to the Mau so it's not really thank yous but they actually contribute over 8% of the total time span so in very lames per perspective is less out there to say that RPG player in us actually spent twice the time than average player us and for switch plus X I'm talking about you know stuff like gardenscape who are home scape that's really caused a lot of fuss last year they actually spend more time 1.5 times than an average player and again our talking I was talking about they're not a lot of pop company doing that II us so there is a gap but why is that happening Steve we're back to our question is why is happening why us play are different and

how we analyst and how we find our opportunity or gap so this is something I made a really proud of yeah it showed how many was the average session minute a per user reused during one session and also how was the frequency for the user engaged with this app so and I also colored up at by different gameplay as you can see over there so I was thinking that maybe there's a past solution for different for all kinds of different gameplay so for example if you are a RPG game provider you might want to control your open session to somewhere near 7 to 10 minutes per session and you want to maximum their frequency of using maybe up to over 150 times a month but different the things will be different from mark from gameplay to gameplay so I'll give you one really quick example the most upper left Green Dot so that's

actually one of the Abbott just mentioned I'm not gonna say who because there are our client and don't want to say pass things to them so actually they are a Chinese place company to an RPG game and they before lunch to us they say hey I'm the hardcore gamer and police or us have enough hardcore gamer to support my revenue and this stud I'm not sure if you can see that that's the their dirac competitor in us they are showing to two opposite kind of a using pattern in us and by revenue we are saying this one have the biggest revenue impact so maybe you want your change or gameplay a little bit to make it a little bit lighter so that people can actually play more time to get more engaged so retention is better but what they will say our feel prior to for my own game I don't want to change anything and happened is right now the revenue of

this game is actually three time or two times right and that one so that's that's actually the the facts that you can't you should change your gameplay based on different positioning you are in those markets so that's for us and we moved to Japan maybe it's different maybe insane I'm not sure so for Japan first thing come to your mind must be our RPG game right that's that everybody's know that but appreciation only represents in the top 100 is only represent up to no less than 50% of the total market share in terms of order revenue and also the same time the AVG disperse and switch plus acts actually represent nearly 20% and again which think about who is the main player in those market one well I tell you no more than 5 people 5 player that doing switch plus acts in Japan just not a lot then we do the same calculation as us

all over again we find out hey actually switch game including the switch + ax this kind of a new game play actually actually ranking as number 2 in post ma you and the times finding you yeah in Japan market but yet again I can only think about up to 5 main player in those market in that particular market may be lying may be may be king and play Riggs that's about it so for to even for Japan that there's a gap in a very much for market there is a place that not a lot of attention or competition is going on and still they represent a huge part of the market size though why is that and why people not really looking into it then we do the same thing before I do this one I was thinking okay maybe this kind of behavior pattern should be somewhat similar to the US that if you are have a really sneaky really hardcore game that you will expect that people

will play last time than before so it should be a like you know the same pattern as us but for different we're seeing completely different at it that seems like that Japan - Japan player will have a fix into a fixed time for each station it's always around 5 to 10 minutes but how engagement they get will depend you you will have lit depends sorry heavily cause the revenue difference so we can actually see this - okay so back again this game so most upper left is still the most laughter upper left that was the game that was talking about in the Chinese game that also publishing in the US that's the same game and yet again the compiler is still in the same spot so for that particular game right now they're only 1/3 of their comparator in terms order revenue and one-fifth of the MA use and look at that if you are to see your CTU or the p.m. of that game

what should they do next it's actually pretty common you want to lower the time span sorry the average session because it's just too heavy it's more twice heavy than the average using pad and something wrong with the app do something about it so back to meta title right now is we are entering a stage that for different market different gameplay will have their unique using pattern that you will find your most comfortable and Max position to maximum revenue impact so and party okay my son actually my time is up so back to that is actually because of this changing of the patent actually it's really hard for the local publisher I would say because you are most familiar player you that you used to know some something different now and you open the opportunity for an outsider to join to join in the competition

so I will really urge you guys to really look at your player look at the whole market to find what's you're gonna do what how should you optimize your game in the near future so that's my part and I thought thank you that was really great that's really I just ask a random questions because I might with maybe switch is that like match three you mean okay I never heard a switch but I got confusing intense which I should know that should know that's bad I've been doing for 14 years and ever heard of switch [Music]