The rise and rise of the Chinese mobile gaming market

[Music] [Music] okay hi guys my name is Sean common sir I am from Mar Vista today I'll be talking to you about the Chinese mobile gaming markets and just the chinese gary market in general the reason why i canna chose to talk about this subject is because i've been working for my visa for a better part of a year now i'm gonna understand what's talking to app developers and publishers about the Chinese markets and also other APEC markets too and help them to discover this market better yield CPMs better revenue and help them grow really so that's the reasons why one little word Chinese bubble market so his content space I really want to talk

about me is person as well as mob history in general of course I want to talk about the Chinese mobile gaming market few stats few figures for numbers I want to talk to you guys about and also about my Vista and who we are and our philosophy about how we do things and also if you've got any time there may be Q&A afterwards so cool so about me and also my Vista too so during my career I've worked for two fantastic companies number one being super awesome super awesome was a kids digital marketing platform I specialized in the under 13s market so we kind of specialize in a couple compliance gdpr making sure kids cleansing craze is monetized in the correct way and then I moved to mob mr. as a head of supply air in Europe to help developers monetize in the APEC market in a much more efficient and a high revenue kannaway so a little bit more about more Vista so cost sales is a fastest growing mobile app platform in APEC we've been around for nearly

five years five years next month we are hip wanted headquartered in Guangzhou China we have ran about fourteen offices worldwide as well as 500 star forty percent of which are in research and development so research and making new formats make it make things easier for the developer to monetize and market its our forty and also he acquires from two fantastic company is one being gameanalytics and have one being native X in 2016 this really gives us a really a global footprint both in North America and also Europe too so Chinese mobile gaming market so I'll talk to you about a couple of figures which I've seen over the past couple months so to start with the bottom left there is a people be a place to start with a start there anyway so the global games industries it's meant to be a hundred eight point nine billion dollars last year alone mobile games industry is estimated to be a four six point 1 billion dollars had a 42 percent market share so it's pretty big so it's all

about China so the Chinese global games market is that twenty seven point five billion dollars last year mobile is a fourteen point six billion dollars says over fifty percent of overall revenue last year come from mobile so it is definitely a massive opportunity food what have developers EV the average revenue per user in China as you've grown ten times since 2014 I think is currently would be we'll be estimating about $30 if ik next year and also there's a five hundred five hundred million mobile gamers in China alone so there's a lot of handhelds being played in so it's that in terms of mobile gaming revenue over the past five years as you see as much as the u.s. is actually grown very aggressively is not as we've grown as aggressively as the Chinese market so the China's gonna where the market is it's where the fastest-growing that's where the users are and as you see you could have surpassed the US in 2016 reaching out overall revenue of about over about five

billion dollars so he's gonna split between mobile and other gaming platforms so you see 2012 there's normally about 90 year 10% kind of slip come split between both games platforms of mobile we estimates by the end of next year it should be out of 50 50 so Mobile is definitely increasing and other gaming platforms are differing as well but Mobile is definitely where it's at and Wiz mainly where the gamers are so this this figure could've like really hit home in terms of how big the global gaming market is so all in all AIPAC has 47% that means higher market share of all consumers spent last year China where was twenty seven point five billion dollars in terms of global perspective on which it has a massive market and everyone should be definitely taking a really big interest in this and yeah I mean it's huge market I mean especially the u.s. taking about ninety

percent it was a North America's Maki share with twenty five point 1 billion China has more than our with twenty seven point five billion so is a much bigger mark out there so was it showing us so we're showing us that the majority of developers for solitary APEC especially China as a Tier one top priority market when release in their apps main because mostly the massive massive massive opportunity out there in terms of a global spend massive in-app purchasing sperm opportunities there and also and also convert the users of getting much more familiar with kind of westernized games out there to iOS has definitely have a much larger market share out there in past four years I think has risen from about twelve to thirteen percent to 20 percent over over the course of four years was other operating system multi client in Eaton o operating system being each individual and standalone operating systems kind of decline which obviously means there's a bigger market share for iOS massive

opportunity out there for iOS have read dominate and finally China becomes less unknown it becomes more familiar between for monetization and also in-app purchasing to it's a much more easier market to understand as Priebus is sorry as previous years but averman with a shine so what's the opportunity so the opportunity is very easy once you understand kind of where the market is going and what the opportunity are so number one understand your a packed audience what I mean by that is that majority people and also have developers going to focus on Tier one markets being of the u.s. being a main priority they may have some hidden gems in Vietnam Malaysia Taiwan China let's exploit them let's see where they're going to see how they actually performing within your portfolio itself discover which games are performing so you may about two or three downloads down in China however there CTI right there conversion rate their retention rate is much higher than what you would see in other European and Western markets keep

an eye out for other similar games as currently in the charts as well so you may have an amazing casino game but there could be another amazing to see in a game that's doing really well in the Chinese market how do look how they do things have new look and also speak to the experts this not just some just runs purely for APEC monetization but you want to really know more about what you want to do to the in-app purchasing monetization you a speak to the experts they can definitely tell you how to do things which is why and still better more visit philosophy so I like to come and talk about this a bit in a bit more detail so number one we like being consultants and our sales people so what I mean by that is that we don't want to shove SDKs and people's throats what we want to do want to work down like a like a plan of action for the year regarding what you want to achieve what market you want to target what kind of users you want to go for and then we're going to work together in terms of a like a plan of action for the year regarding what we can do for you for CPM for a yield for revenue

monetizing on monetized markets let's kind of fill that gap in a revenue and what I just mentioned they're keeping users highly engaged I mean users is gold that uses you won't have any revenue you wouldn't have any downloads won't have any you won't have a new anything of course love here now sorry I'll move a bit so we really want to keep using this gauge keep that user experience higher making sure that the users keep it within the game itself and make sure that I'll show you they play your games which is what everyone's here to do right we show relevant advertising to relevant users that what I mean by that is a hearing more vissa because we have 14 offices worldwide we have the white demand sort of ripe market showing the right user which therefore it makes a better CTI rates much more engage in user experience and it keeps users engaged and also we listen to our clients so whatever you want to do list it down this talk many other developers want a different point of view in terms

what they want to achieve the year and run through convolve will be what they went through last year and what how can make it different how can we increase the app from you know one - - and she delicious sit down and talk about it so only you a peck because I'm could get on that a pack no hell no because of the acquisition between G a and H of X we have a massive footprint worldwide and in three main regions of the world so one being Europe won't be an APEC and I won't be in North America and you see here the majority offices that we do have are in APEC Guangzhou we're headquartered in dia we've got Japan Korea as well as London and also other European markets as well as in North America - so we are here for everyone we do have the right demand for everyone making sure we have the highest yield for the right campaigns the right users here Melissa we kind of make sure that developers understand this market a bit better and make sure that we do our

utmost to make sure that you get as much revenue to basically do what you guys do best and which is great great games for us to play yeah pretty short but thank you for your time I hope you enjoyed it any questions thank you very much yeah there we go someone on the panel earlier today was saying that premium games were on the rise in China what's your experience call that yeah absolutely I think I've got mine you could have work on the freemium model but premium is definitely high up there especially with the average revenue per user is very very high so if you wanted to release on a premium model then absolutely you'd be stupid not to if you do want to release on a IP kind of model then absolutely as I said that's absolutely fine however going to hear them or Vista we're here to kind of kind of like well kind of work with guys who

want to release a freemium models make sure that what they're doing is and doing in the right way and make sure they're keeping users in there but absolutely premium pre model history and it's definitely good way to go we've majority I'm gonna specialize in a freemium model any more questions for Sean okay explain things to well are you here at the show do you have a booth can people come and find yes I agree a debrief one more month in the expo upstairs and the second floor in comparison to here and yeah be here all day to Morris if you do want to learn a bit more then yeah let me know and I'll yeah I'll listen up that's always a question over there hi yeah I'm

Joshua I'm from King as a junior lower this I lot I just wants to know if there are any games that you've seen successfully or any Western games or companies that have done quite well in in China yes and there's several the guys that catch up with doing extremely well up there I know that recently they could have made a partnership with the things lies a ten-cent about doing their instant games within their room and a Michigan platform which extremely interesting there are I think there's many comes to them strategic games that do extremely well out there from my heavy ties and putting a view and also for an in-app purchasing point of view and and yeah I mean there's there's always a surprise especially the Chinese market observer charts so there's always one that will jump up from number 225 to number five within a day maybe cuz word of mouth within the markets actually playing and this is doing really well so it changes pretty much on a on a weekly basis but do check it out keep a keen

eye on it because there is a kind of a general pattern of Western market questing games making it in the color Chinese market and they're doing really well out there it's a specific genre in that type so strategic but what do you mean by yes of like a more kind of like and kinda hacks an adventure kind of like the bigger to play games so instead of the kind of like short casual games which you know like ketchup the guys who do play really well it's more to the to the extent of as you have like level like 10 20 30 40 50 which I should work really well out there yeah okay thanks [Music] [Music]