The Chinese Mobile Market in 2019

[Music] so before the talk I like thing to do this myself a bit a mighty chin I was doing yo Bobby Dilley at nannies from 2014 and 2018 by N of last year I joined 10 cent doing strategy at the ACE publishing program here an ace is short for amazing create a disparate evander program mainly looking for innovative mobile games from the west and non-chinese games to publish in china so today I'm gonna talk about the Chinese mobile market and I will start with go through some general market stats talk about the distribution in China who are

the main players in China and what kind of games are talking and for small companies what are the opportunities and in the future what kind of games have potential to go big so general market stats first the Sigma breakdown of Chinese games revenues so from the chart we can see that the Mambo it's the dominant platform in China in 2018 Mobile in China takes to 60 point to 8% and browser games are going slightly the crazing it's a light blue one and then a PC is a bit more stable in China which it's actually very different from the Western market of the global market in general we can see in the yellow chart which is the global data from new zoo in

2018 which mobile tech 44% consoles 31% and PC 22% but in China you can see the console share in the blue chart because console in China even both console and switch the total share is less than 1% in China so definitely when we talk about the Chinese game market mobile its dominance and mobile gains revenue grows in China so we can see that the total revenue in 2018 mobile revenues in China totally hits twenty three point five billion u.s. dollars the number grows almost 10 times bigger from compared to the revenue in 2013 which is just five years

the revenue growth ten times and we can also see that in upcoming years the mobile growth rate is slightly it's just more stable and one of the reason are because first the Chinese mobile market nowadays are very consolidated so the big players they have the top rousing games staying on the charts and secondly lots of games are waiting for the government approval and third it's because that this management of the geographic dividend so the this management of the geographic diminishment the mobile game uses grows is also we can see the charge is very similar from the mobile games revenue it have the farce growth from 2013 to 2017 and then

it becomes growing more safely and it's mainly because the young generation who are born for the one-child policy lots of that players they already grow up but the next generation people young people they are less willing to give birth so it's growing more stable and NASA who are the key players in China Tenzin took more than half percent fifty two point two five percent in the Chinese mobile market share Hotel including tents and self-developed games and also laws of third party to publish games and then that is hooked fourteen point nine six percent and three seven games six point four eight percent and then the rest of the top tens Chinese game companies it's perfect well Paula Billy Zi long games happy

alum on CNG Quinlan and I trained sky and then the rest of thousands can companies either from China or even from the west end they took only the rats of twelve point five seven percent so yes the Chinese company its very dominant and how about distributions so before we already hear a lot of that you know when you come to China so Google Play is not there and the Android store is a very fragmented there's thousands of market stores and iOS was actually pretty dominant before but base our data from 2017 to 2018 the situation is actually slightly changing so by downloads iOS versus Android is actually 18 versus 72

so Android nowadays have more download white more downloads by iOS and the revenue is also changing that the revenue on Android now dominate 55% so when you now consider to have a lot of West End developers when we talk about China it's actually more easy to just take the game live when they launch the game oh my ass but actually it's it's easy because you don't need to you know work with a Chinese publisher who require long leads of localization you don't need to wait for the ISBN but at the same time it also means that you lost 72% of the downloads and the 55 share of the revenue and who are the top 10 under

stars so these top 10 and restarts they took more than 87 percent of the share and the five stars on the top Oppo 360 my attentions away by to the average take around 10 percent of the share the last five Andrei starts like VEVO for 399 QQ browser xiaomi and one Doge are the average takes 4 to 6 percent so if you want to enter to publish the games really well in China these are the top ten under stars that you should consider that you don't need to you know integrate hundreds of SDKs but at least these teams which takes 80 percent of the market share and what kind of games

are really popular and making good money in China so the top 10 grossing mobile games ain't a q1 2019 the chars actually didn't change over the three years and one the only one new game which is launched in 2019 is actually just perfect well mobile which is a MMORPG is a mobile version of a PC game which has been operated in China for more than ten years it's developed by perfect well published by Tenzin and this is the only one game is new on this chart over the three years and again also have break a record that the games takes more than 100 million u.s. dollars on the second day of commercial launch so it's the number is insane and then the rest of the games we can see and five games from

listen for games from nannies and only one gain from Billy Billy and then you can't see other games here so it's very dominated and if we take a look at the genre so it's all mobile MMORPG as LG so I can see that in the Chinese market on the top-grossing side that the market is very hardcore and Chinese players can now use to play these hot cars on mobile but not on PC or console and even we can see a racing game QQ speed mobile by Tenzin and the music and QQ dance this genre looks a bit more casual but these games actually they have been integrated with lots of multiplayer hardcore features in this game so I won't say that they are casual games so I have been thinking that you know what are the

opportunities left for the small developers and if I can't work with tension or if I want to go to Chinese market you know what other opportunities laughs my answer is creativity and so I did a bit of analysis that you know the games not published the games are not from mobile the games are not from RPG and but the games they they can get revenue over 500 million RMB a year or they can heat annual downloads over 10 million but not from the traditional genres in the past three years in China and it's actually for the top games from new genres so what kind of new genres have potential in the past so I can see that clash well everyone

knows from supercell it's a tweak of tower defense and car games and we can also see on Miyagi from Nettie's which is LCG japanese graphics but combined with the traditional some awards gameplays and [Music] love and producer is from a Chinese developed Chinese studio it's a game about love simulation that you play as a girl and you can take with 4 mins and again when to talk to engrossing in China and of course po Chi and travel fork which is developed by a Japanese in the studio hit point which is that you play the fruits mom and you need to raise your son and son loves go traveling so it actually aroused lots of topics for discussion in China and what's new in 2019 and so I took two

examples that which the genres developed by the small studios in China and the perform very well achieved lots of attention in China in this year so the first one camera is interactive narrative movie so back to 2015 the story is actually a very well known indie games in the West and also won lots of international awards baton but interactive narrative movie has never been popular in China before until this year so remember E is a game developed by Shin jong-kyun studio which is a smaller studio the game is basically like you going through a movie you need to serve the part those as long as the choice you choose in different episode you will lead you to

different stories and we launched the game in February this year we hit 2.5 million downloads so far so it's doing quite well and the second chamber I would like to talk about its Auto shares I think this is one of the generate that you know has been most often talked about in China that everyone knows this year so there's too much to do jr. dodo they launched the total auto shares as a mall of dota 2 in January this year and within ten days it breaks a record of took 100k it took a 1 million subscriptions as a mode and over the PCU 100k in China just ten days and Tata 2 is PCU in China is just six

hundred case so it's incredible and because it got cell in Matt's Li popular in China in such a short time so within three months actually you can see that every games in the market or you know all the key players in the market they start to make their own auto chess game so in June we now know that you know there is a total on the Lord's phone valve that is have through games that launch the auto chess as its mold and also thousands of smart studios they are adding the auto chest as a mold or as an independent game to the market just like Battle Royale so you not only need to be creative you not only need to be as new on the market as the first one but also you need to be fast because for auto chests only two

three to six months for all the players to launch the game so in summary these are the potential new things where I think that you know it's past potential to go back in China first its new genres the genres that already proven in other platforms like PC but it's not big yeah in mobile genres light multiplayer casual simulation Pizza reply or RTS and secondly is the hotshot potential which means that the games this genre already there is already few of the games doing very well perform well in China in this genre but we believe that there potentially if you could deliver if there's a nice good quality game this genre you could do and some nice revenue

so these genres for example like survival game light after binaries sandbox can open world and seem magical narrative adventure and games for female like the love producer and the third one is innovation so either innovation in technology like AR games or hack and slash and all the jumpers that you have never seen before on the market or hybrid genre that it makes like a certain genre makes a new genre and to create a new game place so if you happen to have a innovative mobile gaming want to publish in China subhansin nowadays have set the ACE publishing program which mainly focus and help small studios to go to China so

not necessary that they require will require lots of matrix or you need to have 200 people team to support for China but we have the customized publishing program to just to work for small studios and the studios can access to all tensions in house operation and publishing skills that if you're open to twit your cam to really fit with the Chinese market we can provide long list of the in deaf localization plans or otherwise we can just you know to bring the original game and localize to the market and the secondly we can use access to all $0.10 exclusive social network like Tencent QQ a chat and video news browser everything

to launch the game its course AP on pencil network and we also work with all the set parties partners a lot we help with the isp and technical support user analyses wade through funding and customer MSV k as such so if you're interested please feel free to talk waste Hanson thank you thank you very much and that was really great now thank you for sharing showing some data there and I was really interested to hear about the new the new genres that are working um does anybody have a question one quick question for the ten cent people looking at me like the confused or our muffin questions so I you talk to look I want questions I think it's any first best question you talked about a lot of different kind of genres there some of which like the auto chess already being being kind of copied and quite quickly what is the the most fresh interesting genre that you've seen well you know what you mean new new year new

style is anything completely new that you've seen like since that presentation what's the most exciting if for you for you at the moment I would say for me personally outside that games for female fair enough okay brilliant well thank you very much for that I'm going to let you let you get back to your seat now brilliant thank you around the pours again please tomorrow [Music]