Why Western games struggle in Asia (and vice versa)

[Music] dear 12-person publisher in western country I'm glad to stay on the stage to talk about actually the topic the organizer gave me at the beginning in the struggle the rest and Weston game to buy a first struggle in to the eastern and that's better that I don't think so because struggle is hard to survival and so that's why I chose the topic of fighting fighting for Chinese market because fighting the weekend looking for hope yeah two to the mystery country okay before I start the topic I'd like to do a review of the Chinese market for Chinese markets all the Western

developers are maybe most of all most of yours are very confused about what the Chinese market lack and how what can you do if you want to expand your business into tennis market so oh all the struggle all the Fighting's is only because the information not balance yeah so if you know the market very well your confidence to enter the market by yourself or you buy or panners so for Chinese market there there are a lot of huge numbers yeah you know there are three billion you have powder for for the last year and for this year the it would be just keeping the same level because there's a lot of new policy from

the government maybe most of you have heard some negative news yeah you know in the past month and and that 92% is an online game the number including the PC and the mobile online games and for mobile games 55.8% take from the Allegan multiplayer game so you can imagine the mobile game mokey mokey cab is pretty huge and it's much bigger than pc game in Chinese market you know PC game market in China the current iteration is just to keep keep the same level you're on year now not going not going going up for fast anymore and from what so these this last I just want to tell you Chinese market the mobile game revenue and the user base

mobile game has more opportunity to all the other platforms you know console gaming in China miss Lee's there's only few Maki sure yeah in Chinese market and I'd like to talk about separated from App Store and undressed all because in China there's this is something different from the global market you know the global market our only App Store and Google Play maybe in some sub regions of Kenji's this is an other Sur party stores but in China yeah it's amazing it's a nightmare for all the best and developers they have App Store yeah the same one and the address story is so complicated and it's too hard too difficult for you guys to feed the market by yourself especially

for Android Market so for App Store yeah normally the App Store revenue in China 75% revenue made generated by game yeah the number case show some can show you game mobile game is the number of our area generator in China so there's more and more people they like to play games are better fall on their fall yeah doesn't reason why and in China there are several hundred million players mobile game players and this number getting getting at the fastest reads yeah currency yeah because you know there are four there are fourteen one one thousand and forty million population in China yeah 1.4 billion

yeah published in China so half of them are game mobile game player you can imagine yeah the user base and the market carries is huge yeah and fifty percent of them the mobile game players and the number keep going burn steady yeah so that's why all the Western developers they have they're anxious to expand their business into Chinese market the most important thing so normal Chinese market and you will give you more confidence to introduce this market faster and yeah I'm better I'd like to show the top table everything's the amount of game in the past the whole past the whole years yeah you know China it's a number one for all

games amount you know our App Store yeah a new yes it's a second one this number can show can tell you Chinese market especially for App Store you know there's a lot of Western developers they can do their own publishing our App Store by themselves the gesture to the Chinese mainland will be okay yeah but for Chinese Chinese developer they can make a lot of look localized again and their in-house game well so the number is it's pretty huge in China and I'd like to tell you the the table game general in Chinese market yeah currently it's interesting sorry puzzle game okay again and para para game yeah

yeah it's very interesting so actually from for the best for the best the top game dinner in China I think the casual and puzzle yeah you know there's a lot of Chinese normal people they never play mobile game before but maybe from last year they play a lot of hardcore game there's a two game J game dinner they can't they can cover a lot of population and mobile game players is the glow glory of King publish petitions and another way that Ichi can be mechanic named each he can yeah this whole game dinner do a lot of blessings to the new mobile game player so for Chinese markets for the game player more and

more people they transfer from the cash game to Meco in a taco so that the trend is for Chinese game player and you can you can see clover that the last one zero percent it's a death that's game the last the leftists are a class of from a plantation which area wrote a story about that this game yeah and and it it's it is a good chance for the game general occasion absolute Anna yeah you can take a kid game action game father game take the Four Tops free market share in Chinese market so my suggestion is for western wear fur if you want your game you have a good success in Chinese market don't do that game general because the

competition is still huge it's very difficult to make you again have a great success in Chinese market if you won't compete these three games generous yeah because there's a lot of numbers of game in the market as well yeah and the top China Donald our absolute Anna in each one the first half year or of this year so you can you can check house the top 20 downloads game mostly come from Jason Nerys and some local developers only few of them come from Western bankers yeah Romeo heat fan games of free yeah Angie victory yeah only few of them their game can come out on top tiles these this top

downloads charts can show you in China season an Aries in the top one there James they have they have their powerful to make their own IP games and had they have a huge user base to do a go a great download number and make revenue yeah but for Western Western people Western developers if you're game the quality is good and the gameplay is worth creative I think you still have the opportunity to be the top I think I'm confident with that yeah and that's revenue always be the tension nary a chance Annette is yeah maybe they did take 80% of the top tiles games doesn't matter yeah because yeah

maybe maybe on the global market Kim super cell or the other table giant companies they are the same situation but for all of us we can begin seeking for more opportunity to be success in the global market and in Chinese market yeah that the top girls revenue app store top ten always cincinnati's yeah so what are you guys doing yeah because the the Chinese market our App Store is the competition is very fierce yeah the Federation is it's not good enough so we're rescue opportunity and ABAB Brigance do you yeah we can take a look for the amount of the games in the in a in the past a year past a half years the

Western games developers released their games are absolute Anna the numbers amount is great and I about to I want to say another topic is euro games are after all featured featured terms it's it's pretty pretty much that the local developers that that's a key point your games quality is good enough and there's a huge audience Chinese audience they prefer to play your games in the market yeah that's why I bought China I'd like to feature your games and push your games for tennis audience so don't worry about the down low number and the revenue yeah your gameplay your

creative Chinese people tennis players we like it we favorite he very much yeah and for the updating yeah I think all the best and developers you're very focusing you're working hard yeah there's a lot of only one person or two person keep walking on their games yeah very frequently so from the update temps you can check it out yeah so where you are if you can do do the same team your games have more opportunity to success in Chinese market I think and oh the publisher will reach out to you for some spiritual cooperation discussion and the difference between the western developer US and the Chinese developers of course

you are Western divided us more more focusing on creative more focusing passionate and community yeah because for for your game design we will you will start your product your target audience is a global yeah always I think but for tennis ball per our target audience maybe just the Chinese market yeah because the game player is your base is huge if they have a good success in Chinese markets its enough yeah but for you guys you have to take care the global audience and maybe maybe yes maybe not you you ignore the Chinese audience sometime or somewhere padam how to cope the culture the bet the

background story yeah maybe now feed Chinese audience well yeah so that's why when you start a new product if you want to expand your game or launch a game in Chinese market think about the Chinese audience yeah you can do a better localization or culturalization I think that would be that would be much better so for Chinese develop developer they always think about money yeah because honestly the Western developers you have good you have a good Society yeah Society secure a yeah you you worry about the you're leaving leaving coast yeah but for Chinese developers they have a thing about how to make money as

fast as they can otherwise maybe they were sick why okay the market yeah and so far App Store my method answering is just keep going focus on the game players creative and to do a better game story of colors for Chinese audience that will be much easier for your games entertainers market yeah and of a channel Andhra market yeah yeah it's a nightmare for for all the Western developers I think yeah you know if you don't have reliable Chinese partner I think is it's very difficult for yourself to enter Chinese android market because there's a lot of understo you need to take care and you

have to apply the SPN you have to do all the relationship you have to do the lab offs so I just give you an example for although understo so what works the daily works the normal works you have to take care yeah okay the this top this child tell you the Tamaki share of the and Roy under the basis for all whole vivo you can take look all the top ones the top 200 vivo yeah it's a local branding yeah I hope it does the number number sir yeah so for these charts you have a thinking about how to do the up adaption for your game to all the devices there's a lot of third party say party partners or

companies they have to do the testing for the adoption yeah so before we launch breast and device first game into tennis market we'd like to run a data analysis for the formative action adoption yeah at least you have to cover 24 percent of the local local devices yeah and and for this number only for one app store it is at opal yeah so they have 480 million of game this really pronounced per month they their DV you we will be wrong several 700 meeting yeah the deer you so

the number is pretty huge so if if your game can have a good exposure on their on their App Store you can have a huge tunnel number so I said no you mean man craft yeah they on the first day or apps after all they got 1 million download only one day yeah it's a meeting for the global market but for unrest all we can do that yeah and have 100 130 billion a meeting game game user yeah and they have certain 30 million PV only for a level back position yeah so their app so the active user and

the user user base is a pretty huge yeah so that's why we would like to bring your games because your games quality is great and although vo and show me kennefa App Store and include ourselves App Store yeah because our company have our own app store as well yeah so we'd like to have the high quality the game players creative totally new game yeah from the Weston developers and we like we'd like to help you have a good that degradation on those platforms and there's user users profile yeah and the male and female yeah just a half half yeah we're balance because you know there is a lot of female game player they start to try the Miko even hack

again yeah in China's market now now sound DIY about her game or match 3 game they like to try something new yeah and they never they never care about the payments for the game especially for for the female yeah game player and that the age yeah that one is the in their education condition yeah most of them are graduated from the college yeah and that's a game game general reference for Opel store yeah very interesting Chinese traditional so if you have a good story story background of your game can attract more Chinese Chinese player

that will be very good for your game in Chinese market and our Android so you have to trigger about a lot of things yeah it's much complicated than App Store and Google Play yeah you have to take care the love of the game players community and even you have to answer other the the players review in time yeah all of these things can make your games getting better and better yeah that's why that's why you need a good partner in China if you can't do all the work spell yourself and that's VIP membership you know for all the

understood they have a hardcore game club yeah if you get them good enough and attract most of their VIP game game players that will be very valuable for your game and they did this group of game player they can generate 80% of your gem of your revenue so it's very important to to make mix-ups that happen during this game Players Club yeah and you have to do a lot of sins and that that is exact case for player community yeah you know you know Chinese people they like to exchange ideas and and pop up new topics to all the others okay so you have to take care all the activities and the topics yeah very

frequently very often yeah and the day striking you have to do to do the data take analysis always every day and to and to do the optimize to your game to feed the audience better yeah and they have some opportunity for for indie game yeah as well now we are looking for 100 indie games and this 1 million active users to support any games yeah ok so for each five games yeah during this conference I made some 85 games developer some of them are very very special yeah and we hope each valve

game can entertain us market faster yeah because there's this is a new opportunity for h5 games and that's over policy for h5 games yeah and this is the good story happened just a couple months before yeah we got the publishing lessons from green grass yeah it's a Finnish developer we got a huge download number from App Store and Android store yeah currently the number would be the tunnel number for both platforms will be three million yeah in 50 days yeah and we have ratty guards five times features by about China yeah it's much better the

performance is much better than them then the global version and so that's why I'd like to share you the idea Chinese market is it's it's pretty good and very big for all of your games so if you think your games a good enough where your your confidence to expand your game is in Chinese market just reach out to to us to all the other publishers and we are looking for forward to make more success case in China like this thank you thank you very much [Applause] [Music]