Publishing in Asian markets – The ‘how to’ discussion

[Music] I mean talk about publishing Asian markets but a range of experience here looking at across the whole Asian region and we've got a representative France from Russia as well so what I'd like to start with is getting you all to introduce yourselves just a sentence or two about your company and what it is that you do and then move on to some questions after that so I started this thing seems closest attention see what I did second hi my name is Eric Meyer and I want a company called chorus indie games from the West alligator

hello everyone my name is Dimitri I'm chief marketing officer Toby which is a creative mobile analytics agency we help game developers or any more by means of influence marketing space campuses hi I'm Harry why would I run illegal secret police which is a game developer in mountain which recently started early on also Japanese hey everyone my name is Ranger and I'm the director of the strategy and planning for legacy which is one of the largest mobile game companies great thank you very much so

what we'll do I've got a number of questions I want to ask you to get a perspective on public TV in in Asia but but of course you've got a crowd here have been here through the afternoon distance the various tools so if anyone does have any questions at any quite all these room at the end your questions but please do put your hand up if you want to particular on the topic or ask a specific question we'll take questions as we go ok so we'll do that so let's start absolutely before and this was a may be awaiting launch in so why why are the Asian markets the information specifically joining Pacific in China so plot for mobile gaming right now why Jane what a dangerous team so excited about these characters I think a lot of people have touched on it and thank you it's virtually amount of scale and the size of the markets over there they might have before I was talking about leading and it comes rising in all of these regions well thank you bro they have money and time more more more and

for sirs there's just so many people there anyone else achievement one exact that you experienced - is there anything yeah I want to happen I cut into place Newsweek board 2000 yeah I might just add that I'm ticking down while some of the business models that we easy and free playing natural blue boxes or all that I'm sorry that originated in Asia a long time ago so there's markets a kind of amateur and you need to be more accepting you taking on board different methods of painting from just down on three windings right so we're talking about Asia but that's a huge place letting people almost two big lips for one hand China's not the same idea Japan and we've had some interesting talks earlier

on how about career but for your experience all the many waters was probably the Machine the trap is there a way can we characterize different territories what what are what are all these soldiers how many didn't make can we can we kind of plan it into my single doses okay I guess the you're right about plan in Japan career Lee frankly remember this time last year looking at the top 20 pop grossing in China Japan Korea and I think those of those 60 slots there are giving you three games in all three when you look at Europe you look at the US there's a lot more homogeneity I think Japan who's got such a background in console gaming are deeply kind of things into the modern era there's a lot of the game comes from that I think was Lyndon father that me but I think it's especially Mobile River Tees to what Japanese name

isn't being the garage RPGs pigley so that'd be comfortable but I think career in fact I was in the bag bags a contested game of disease so you see a lot competitive DVD gaming China's the one I think in Chinese lock - trying to have as much online living still this is big as it is to meet building it's still growing so you puck G's as successful as three demons named costly very various games but they're all still oceans of that but it's still evolving - my point is it's not it's because they don't have as much of a background I think there's gonna find that these bodies what is the best thing of eternity right right and is that some health back to the business sex day you mentioned that your analyst what's your perspective on that how do we characterize different differently

you know I think a lot of people think about Asia as this one market [Music] yeah I see maybe Dexter how he say you you work like your business there you do you work with do you work in any other markets in Asia it is if they're just what you spoke about poor so tomorrow sees Japanese

publisher but we secret police force awakens intertwined pregnancy so yeah I mean just to kind of reiterate whatever we're not said I mean I can't interview there between four games markets there's trying to visit Japan this career as everywhere else that's how not similar they are there's much more in common with USA Russia and there was trying to create right so let's talk about something to preserve that was unavoidable we spoke about everyone idea I think it was was was genuine white beauty like a first for the office I think one of the big things of course last year was the freeze in China increasingly impact the abolishing of my ATM facade can we talk a little bit about that and in fact at the end of the year 2007 that they have now going to be polished again is it possible to make me Russ to discuss amongst ourselves and estimate the how much of an impact China's politic last year helped on the global games market purpose of people who are serving so knowledgeable about

what happened coming get a bit of an overview of the impact of that you you ever liked how you want to start or we could sure well I mean distance up on I'm gonna on our own case so we really started whaling on iOS couple months ago would need to get into the process of being approved for China wouldn't really know what's going to come out of that it's everywhere else overseas that's

Pacific team so with that in mind you say that the comedian accepted talk to experts you know maybe even my chest comparative gauges are out there because let's face it there's a lot of similar games out there and see how it's going and it's probably worth investing into a localization strategy for the next to make sure that the nuances that you need to have success right with the the Chinese market opening up games dental this talking to the fishing licenses I understand from what we've

been saying is that it'll be Chinese publishing the bottom deck nobody the beginning in fact walk first and it'll be tiny things again good today 27 different story potentially but I heard it could be two years if you have your game in the backlog waiting it could take two years to get through that all that welcome to local starter issue licenses again so that sounds like a pretty blooming prediction to be honest and knowing the way from hella people onto a comic book that I thought through and you see that it's actually one by two years but having said that you know he leaves after this time delay like how are you basket because it could be another decision I don't think it'll be a two year bad luck but I asked me was like six thousand games did not get a license last year because there's around eight

thousand games that are licensed for year so but I think companies adjusted their strategies necessarily like they're not sitting there waiting I'm here to be like such like around that business o ulama so we're really hoping to years expected to be faster so we yes to make 6000 game to the backwards potential amount of time if people are here we'll be getting a connect right now developing games became they my one published in China is out

fitting some but everyone else agree with that aside because I basically the structure that I should be happy you said if I tell you it's you you can't underestimate 1/2 billion people know it's such a ridiculous thing that I remember a couple years ago being that someone you've been meeting a bunch of Chinese don't know there was a young guy there think there's a string or humanik that they interviewed website and I just thought transiently I said oh we need to popular on these it is very popular about 250 million views you know and you know that's half the size of the entire video actually one guy's website and then so it just puts into perspective how fast it is and how there's no way you can turn to if I can offer like the present stuff their phone you know some advice I could give to people as to the pitch okay right even though me AC might be interesting often is well where you need to find specific pockets again with marketing hits or baptized there at the evidence

[Music] then there was I mean you're free so we

made those games free download so that was just something that we again had an understanding of music do this it became successful so I guess that's realization to be one of the buzz words together and so that PR the warden we now be more stuff with consoles laws over the switch and they're having that belief all the kind of the HTTP there are interesting both monetization and localization of course I've said before if anyone has any questions any point feel free to type in and we'll say no more on our panel as well [Music]

[Music] freedom for those markets so I think it's very important to have a team of experts for those particular like what is happening on their genes is great in China they're great reputable taking Western I've heard a lot of stories company to being birthed by developers who actually basically ripped a game our component and then that's quite a common refrain I'm sure that before so these stories

are not necessary urban myths if you just spend the time talking to your colleagues and events like this you'll start to get a pretty good picture of who the people are all of you aren't I think as you're saying before as well it might be worth considering the Japanese market before China because trying to reason to people that it's a lot of reward if you succeed there the Japanese market on the other hand is is probably up slightly it's pretty near market I think it's interesting the things that somebody taking one hand apart enough about the middle-east actually which is a different hearing but I was on the

panel on that subject going about translation and paintings have been at least one get one of the things that they they point ours or the Crusader characters I think sometimes we have to be a little bit aware of maybe in another semi a regional one size actually you mentioned that a little bit about the university the premium what is the much content you mentioned I think that it's still maybe there were two free games in in Egypt is there a non-compete you know still anyone would weigh in on that or use them well I mean the square Enix is still pretty good business entity some very expensive games the end is definitely a market for sure

it needs to be a big new product canister your father aware of what their fine make sense click if you have a degree not again did you enjoy my body actually I think reading produces what's exciting without providing premium content you know while channels was very big departure for example us Tuesday 131 right analysis that your experience as well activation levels it in its begin to work off though

pretty well-established the person right now and then every week we like people are talking about I think of Japan is is on mobile previously opportunity for West Iraq and also the free-to-play party because free to play so resource intensive and you know persuading the Japanese game publisher to adopt your free-to-play games is not anything to do if you look at the free player on iOS or Android in Japan or Japanese dangles Chinese games we could preview charm that one is always minecraft play geeks always in there sometimes start you go using this

as a feelings territory after the u.s. so yeah so he does seem I don't eat just because Japanese developers aren't making those games or that the people that are give that the small subset of the population of the by premium games that are trying free slinging are more open to Western any to do and what it is but it does seem that premium market is that right boy before I got a question about about trends next year but before we move what I wanted to store I think I've realized that you can't do that do really do the body party but you actually come to the projects from initial stages is that a common or learning how many how do you work with develop this just reading to you guys so I think for all models are a bit different primarily because as a company we believe and the philosophy of face to face gameplay and the idea that we're bringing friends and families closer to get together as opposed to this games that just entertaining so we think there's a why make the games with me and just a

share the more of the key philosophy is kind of encapsulated behind this idea of a barbecue and this is something that I'll see one actually mentioned over and over again that every single marketing activation thought that you do and when the user interfaces with the product into the same like you are having and having a barbecue a transatlantic right to it encapsulates the entire essence of what we do it's a company very easily with this word barbecue and it's very much to create different experiences through games that we just publish quickly we publish for sale right now and you know as the cultivation to this we decided that they will make a lot more sense to co-develop games from scratch we've developed a model in mind as opposed to just looking at games that we have come on plug that back into your in this debacle 10150 and we call it the zero to one strategy as opposed to want to tell that

we deserve as much mataji is much easier with this philosophy in my hands this time thank you if I extrapolate isn't sharing any other job with Jacob isn't doing similar things let's say that there are not many Japanese game companies that want to also publishing the work in companies because they have very specific need in mind what they want the games to be and I can just talk to us and mixi [Music] yeah great great thank you so actually I'd like to return to Allison to talk about this question because I talked with your colleague earlier during pack was about Piper casuals so I'll be able to say what games or

types of games are going to dominate in the various Asian territories in the coming year we look ahead to 2019 in the West last year we couldn't everyone was talking about our trip but what are the big dollars to make it is quite casual the only game in town what do you what do you think we're very bullish that those types of games again it's a huge market and players are really looking to towards the west for different reports

and what I like to give to the sense of everyone else's experience implemented between youth optimal of 80 companies from only Russia and in the West what's your sense of what but the deep sea otters are so yeah the thing is that - casual is the trend and as I said in Rio the most trendy thing for electric countries last year so but it's a bit different in Russia so the most trendy jars were my three strategy and mausoleums respectively so these are the insights provided market my health are you and yeah that's the trans I think high per capita will close yeah I start listening kind of them may be what sends in you were observing no I did have been the beginning that comes out which country you're talking about right but

like those thing the Hydra casual games we've seen the West Japan to the market I know the most I think it'll just it's raking in a good way through parkour gave up a new password and different variations there are so I can continue so what was he's going to 1829 award I think there's actually a big opportunity could wedged in English because there aren't that many Japanese leaders so most Japanese developers preferred to stay at much so you see very few play a

game for dragging back one of the few but you just don't see them they don't look for the ideal would be to the market I deal with these Japanese developers making indie games because they share the same culture is agreement not to bear but no one's doing that yeah people do so do Drita kind of casual is it sir I mean just sort of a hot atop my head Thailand be thought about this before but one of the things that

interested me in the first place back Japanese mobile market was that the monetization just through the roof you look at a monster strike and you know there is no risk of developing the world would not kill them us to get the kind of knowledge of the monsters right makes on on earth on an opt-out basis and so in asset allocation is terrifying could you actually imagine you the idea that lots of most people will be playing games of breeding hardly monetize at all or make a few cents off down instead of dollars up there which you might expect to see on you know a super high-end Japanese name so so I would imagine that the Japanese companies were pretty not how Japan has been this market though works incredibly well and incredibly better so yeah so maybe

yeah you know I think we don't really identify potentially create what you want why don't you then you know my job is essentially sneaks and some of the something thoughts that we have on the company so far I think the first one is we don't eat doesn't join us we think of

trends as experiences right so we'll have experiences of an incoming the future anything that and you know this this is pretty much my predictable mm at the title it is grieved by the idea of central bank attackers anything meaningful life right so you have the single day asynchronous experiences that time going have to do our social aspect of doses even synchronize hypercam experiences so we think that that will come for sure we also think that use the calm very demanding of their of the social experiences that we have so what it means is that for free to save games that are currently in the Japanese market we think that that people require a high level high levels of payments that they may not say if they're just like face-to-face multiplayer they require I would say a lot more immediate incentives for people to gather together click right so you can see this kind of

trend happening it's wrong right after that meta they do quite well in Japan so you think there's a high level of mutual requirement for the last one the last one we make with regards again is that especially for for Asian market so I think more so but you can animate in any other market is that in terms of the size of the companies is usually the mid-sized companies that squeeze the most right so if you wanted to survive in a more game space you either go in but it costs low but in a relatively good exposure from the empty or you go all the way where your monsters rather a mixie we can took the money resources behind big titles and able to fail right so you know titles Lobby days and costs about three million to ten dollars to develop over a period of 1 a 5 2 years right that's way too long for a few play

game how that if you don't have it was always a lot of time to get do that if you can already do so you can see a lot of Nick scientists of Lisbon squeezed out into either non-existent or force to actually innovate and go dig and it's all actually means you can survive the questions right so like holding the device classify an environment where I want to do is you just holding my device up there and

looking I think you know it's great for like measuring it's great for having a nice flowing one football right I don't what's been going on today attaching things for a long period of time I think on user experience standpoint we are still live in parish but we shopping yeah well is we've done very very quickly through through the panel we're almost at the end so I people say that I'd make some time to questions from the audience oh well we have these 6x first year does anyone in the crowd have a question about publishing an angel one right here - anyway thank you market demographics it's a very diverse gender split it was to take out a market like China for my perspective

is so big it's like everybody's playing if your he like that over there so it's growing [Music] [Music] so this is a hypothesis and this is true

for all the games and top crossing games for mobile in Japan so you see a lot of - uses that we didn't say one standard I recall is a bar come on only thing that will have many uses in that so high do you go to South Korea or any other insight to demographics or retreat take another question from the crowd anyone anymore I'll go question your way or the wafer which is briefly only was on noon but it's piracy or very end of the trance being ripped off by a by a copycat are these big considerations could come up with you know they visited two people nearly

thinking about about those issues and what if they do existing how to mathematically would be text answers and I think in the in terms of China it fits there's only a couple of things you can do I mean if you put up our game on on Android today of the album and restores it and in China tomorrow but if you're working with a really strong partner you there's no way we can take action against someone who's in Japan I'd be in China but if you're working with a partner metaphor you wait for them to them to be able to defend it and the other thing you do is obviously not with your game in Chinese I'm assuming you haven't got any other questions I think the time being one of these will probably wrap it up there I'd like to give a big thanks please to to the house shintaro Allison Demetri Harry

absent and mango thank you very much for [Music]