User analysis for premium games in China

[Music] yeah afternoon everyone so today I'm gonna talk about user analysis about community materials and think of the introduction about me myself and the team we doing something wrong

I was it's like you know Polizzi velocities probably through so I'm sorry important and technical permanently and before I start I'd like you to do to myself a B and T you say am i teachin are now working for the Sangeet at a publishing program for 10 cents a stands for amazing creative Authority so the idea of the program is mainly for to cultivate in the mobile games to publish in China

so the games were prepared we are looking for new genres like the next party and the trends we see that the twenties market has we don't invented by MMO for the overpass years and actually Chinese players they are desperate to play something new so the generals were looking more like sandbox simulation story-driven or anything that we could see me on Steam on piece in the wax but not on the mobile yet and but to say instead of mobile actually talk I'm going to talk about more on the PC premium gamers and user analysis in China and first I like to talk about the market prima games market in China and

then how Chinese users they make the decision to petraeus the premium games and what they like what they care and search would be a bit of the users limitation that who are these premium gamers and what's the difference so we all know that the premium games market have been sowing over the parts few years and it's on the by data by 2018 April that the registered Chinese Steam users hit 40 million whereas made a real number would be smaller exactly around 23 minutes because that lots of trainings especially the young teenagers they play mechanics at the internet cafe while the

Chinese internet cafe did double cow laws of the games so but one thing to know is that Chinese users are actually mark the most active way more active dance United States and Russia but on the other hand the amount of games that average gamers the games they have on scene in 2017 is eleven point five games per users in China so it's also way smaller than the United States which is 43 games for users they have so think about the premium gamers they grow 50% in the future and all the games that the trainees scanners they all grow 50% the market of premium games in China will just go

and what are the key factors that are in furnishing the premium games in China so first online stores and payments of these of wealth is it very convenient to use steam is already there and the weekend has been there and back up net from by Nettie's and blitzer and they are also many smaller PC online stores and trying to have the most advanced payment surveys that you can just pay again as we are wait yet and allocating so the ecosystem of premium games now is wealthy in China and you can get a very easy to get begin to pay download from any of their stores and the second rapid Financial Group's so there are two numbers would you like to guess what

what these numbers mean of course the first 6 to 7 and then 2018 but what of these numbers all right it's a a great family any old revenue so it is crazy because like in 2000 a great a Chinese family they earned one thousand and three hundred but nowadays they almost have 10 times growth but the price of the games actually didn't change that much so what you mean is that more Chinese day now the games become more affordable and the service that overall change in consumer spending habits that will seem in the young generations that they are growing up in the situation that you know at home that they have some tape games and not only games but also music

that can send music or other music education they all have this kind of you need to pay for the imperatives property so the overall people now a more receptive to download and then we conducted a survey about around 5,000 participation for these premium gamers to understand who are they where they come from what they like what it's seeing you know how about their you know it's like we make fire game so let's take a look at the decision process of the premium games in their survey so that's a general decision process for if you want to buy any product so unique you want to play a game and then I got to search say for me evaluate our trades and then I reveal so

why you want to play again and in our survey of course I played again because I want to enter ten and thirty four percent of the unit says that well I have money I can afford and I want to support IP so wonder of the user says that lots of my high school friends you know we have pocket money I have the part-time job and well again from steam is just like stabbing dog seven US dollars of 10 u.s. dollars that's just a money for one meal so and I'm very willing to buy the game and maybe percent of the the users that that on the official versions has multiplayer features and wanting to know that lot of Chinese in new register users in 2018

the register just to play pop cheap and then 17% of the users that said well I really sound seeing because were one place the ESCO on GPA and then I retracted to buy another games because they have a lot of these times and so classic games like coffee and these names are mentioned many times in the survey so we found out that 20% 23 percent of the users they buy their first 20 again just to play these big title 23 percent of the users we want they first buy the premium game is party and then 15 percent of the watch 11 percent of GD a nine percent Diablo it presents the SQL we are the rest of our game so it seems very attractive product

that you need to play again or your friends are all playing that game and you need to play as well and but we're hou like I don't play party where I can know that every one of my country so string me gameplay video and string me actually it becomes a tool that helps teams grows in China and you can see the draw of like sting growing in China streaming platforms is also forming in China and there is a to effects of the swimming one thing in fact of straining now provides a boss that you know you can watch the take games before you buy it and actually there is a very interesting phenomenon in China that now they have two groups

or players one group they play the games they wash game and play games the other two they watch them but it's a way that will avoid you buy something you might regret or you hate and then the second point is that so string names and somehow now become to help to maximize the power of influencer that they held inverter have a very efficient way to share with enormous amount of audience that what they live and the workers again and like pop G and human thought there are two examples that these games become so popular in China on the scene because it becomes so popular on streaming first and then to steam sales and I leave these songs men streaming platforms in China there is no

trade is not available so don't you and yeah the two Biggie's streaming platforms which that tension have all the states share sing and then they have a Canada TV which is smaller and don't you see I use around 200 million who we are seeing you it's around 80 million so imagine that and then see see that one sick during account is owned by that is they actually more from the streaming water Blizzard games and dance games and that's pretty much of it and besides swinging so we're all other channels that you can learn the premium games informations so online storage that is

obviously sixty percent of the users the best choice so the player things that they would like to check the steam like we might prefer to check the steam store you see that we know what's a feature and then to decide and forty three percent of the users stay prefer to ask their friends recommendation or follow the main screen and then we will see that the third biggest channels would be that the party media or streaming community so there are different ways that the users they will get the information to know the games and so often you have all these informations or you thought these Chinese you say take into consideration

when they evaluate the games so of course games like getting quality sixty percent of the users cares about a feature of sixty conversing about the gameplay and if the can has really good reputation if they have you know your girlfriend you have a friend's recommendation or it is click on reveal and the last most important I think that Chinese don't care if others like it so you know for social for big just part of thing and then I would like to mention the second major thing that influence the users evaluation is game support so piracy has been a very serious issue in China it is still now but why the premium game users are growing in China it's because that's only the official version they support a multiplayer

feature of course and seventy-four percent of the users they care about the Stables server and you can easy to download a copy copycats online but you know if it's downloading maybe once away for the new updates and it will be delayed but if you can $10 on it but no you can have it updates like he is version from your weekend in store and then 70% of the users they care about you again that the developer is not just language to translate in Chinese but but also that if the developer is listen to the Chinese community if they care about them or if you have customer service and 50% of the users cares about the updates and parties it is consistent and others day cares about you know how the cost if

I there is lots of you know new they need to spend extra money and 28 percent of the users care about that the IP value in the long term well again you know have 80% disclosed in the upcoming months and then time is also a that's a lot of Chinese user they would take into consideration and there is a to question of time one is that some player 73% of the users they prefer okay I want to be the first one to play the games before anyone asks I want to know to share the idea to others rather than I play again death is everywhere all on streaming and got twenty six percent of the users they might have money they might also already working

like me but I mean to concede that you have time to play it after I buy it and even there's a job in China that you know some of the cameras light with job death I already spend that money again why I need to see time as well so that's a good consideration and and then the last of course price and discounts so I think that the streaming growing's the great at the grossing China is also very close to the steams China have very big discounts to lower the people's education by the games and seventy percent to bronze seven you have Soler's effect the US dollar is for most modern players and have to say that pochi is the benchmark for you want to feel a similar can set these groups

either priced at the most Chinese user pick up see them if I'm paying higher than that will be worth it and then the breeze will take a look at the reasons that you know why you have to decorate for vu for the game and study converse and they will say that I try and but I found it not fun and 33% thing that I bought it because revealed but not fit with my expectation and lots of 30% want they found that lots of people played again but I found that it's not my time so we can see that the main reasons are because that they I came for 8 that's actually the problem for many Indians I pay for it just like I buy a clothes for myself but when I'm going home I just found that ok it's not my size so lots of Chinese users they watch they use different ways to lower the change the

rates that they buy the games that they not speak for themself so they watch a live stream it will be really helpful to try again by for example to download for free and then you need to pay for new chapters and of course also check other users or information review and 29% care at all the refund policy and last page is just any more secure mentation so there's a four types of different game gamers with things and sorry for oh man I believe it's EBT but so let's talk about game experts there is a Batman person that we think that the game aspects 19 years 19 to 25 years old they

are just University students or they just newly graduate they have financial base they play the games in cash in their steam account is way more than 12 games in average and the game they think happens passion to play games and they are very willing to spend the games and play either triple-a titles indie games and they were driven to love those games that you know the game has a spirit or you know never seem to save and not just you know looks awesome and they are connecting even to the Western media they know every watch every III opportunity and so they know which game that should apply even before the commercial launch and they are those who lose that they

will try the early access but and they also they have for the information compared to India they actually entrust their friend's recommendation better and they will usually have a small group of coal players so these we call experts and 16% ways saying that the users they really like you know they think they are IUP and triple-a title followers so they are older than me 26 to 30 years wrong I grew up in the first year 60 they also play lots of games they have fun and they have good financial base but most of the games they play are two public titles and one thing is that so they more enjoy them I know the deaths in my doing and they're very enjoy sharing with a appears that okay was new on

marketing before you should try but they the media they follow is more like Chinese industry media and then 35 percent are the people who love these times and they are younger men leave nineteen to twenty years old many universities and those who might the people who play the Pirates version before but they start to pay for it because the multiplayer version or happy corset is count and they are very sensitive about price so which platform they go to would be because which left that flag or supports lower price and then the large easier 38% that follow suit they play games not just because they won't do it but because everyone is claiming they want to be a no part of the society and just be thrown away and

that's all my medication today and if you have I hope that it would be helpful to understand that the trade market and if you have any questions feel free to ping me via email on the case thank you very much [Music]