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Mobile Games: Europe VS Asia

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Paha Schulz | Crytek Mobile Games: Europe VS Asia


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Paha Schulz – Who? Korean – German (born and raised in Korea, while educated from German international school) Games Industry since 2001 First half of carrier in Asia, later half in Europe (UK, Germany) NCsoft (Korean HQ & Europe), Electronics Arts, Crytek Business Development, Online Publishing, Market Analysis, Marketing, Production, Monetization Currently Responsible at Crytek: All Business Development responsibilities on Games, focus on Games as a Service: PC, Console and also MOBILE


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Crytek – … Mobile??


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Mobile! Market Analysis


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Global Mobile Games Market Size According to Newzoo in 2014(E): Global Mobile Game Market: $21.7 Billion Asia: $12.2Billion Europe (Western+Eastern): $3.8 Billion Europe + North America: $8.8Billion Asia is clearly the biggest Mobile Game market Source: Newzoo


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Global Top Companies & Games Diverse companies contributing top downloads. Looking at Revenue side, many Asian contributors in global top list: mainly Japanese, Chinese and Korean. Source: App Annie * Supercell is counted in SoftBank


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Global Top Store Matrix (iOS) Source: App Annie, date as of Oct19 2014 Most markets have similar top3: CoC, Candy Crush, Game of War Japan, China, Korea have different profile of top apps Nevetheless Korea has Clash of Clans on top chart


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Europe 3 – iOS top grossing Germany UK France All 3 Major European markets have similar profiles in the top 10 markets UK has a bit of US like attributes, but overall it’s a fairly similar chart across Source: App Annie, date as of Oct19 2014


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Asia 3 – iOS top grossing China Japan Korea Source: App Annie, date as of Oct19 2014 All 3 Major Asian markets are pretty much completely different top10 charts Mainly key local contributors are leading in each market


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Key Characteristics of key Asian markets


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Korea – characteristics Kakaotalk is the dominating messaging app in Korea It opened up as a social platform for games and became the platform to integrate in the Korean market Quickest turnaround in the chart trends. Currently Mid-core RPG are dominating top charts mainly


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Japan – characteristics Social Networks: Messenger: Puzzle & Dragon:


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China - characteristics No Google Play – Alternate Stores: Messenger: Tencent WeChat


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Deeper dive in Top Games in Asia


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Korea – top Games Blade for Kakao High Quality Hardcore RPG Everybody’s Marble Real-time Multiplayer Board Game


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Korea – top Games Fifa Online 3 M (Android only) Client PC cross-platform FIFA Game


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Japan - top Games Puzzle & Dragon Monster Strike Casual Game with RPG Progression


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China – top Games Turret Legend Mid-core Action RPG Game by Longtu Game WeChat Dash Casual Running Game Tencent


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Western Content success in Asia


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Supercell – CoC in Korea


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King – Candy Crush for Kakao


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Key Take Away “Asia” is not a market. Korea, China, Japan are markets. (and there are much more!) Asia has big market numbers. This doesn’t mean it’s less competitive. (Actually the reverse) It is possible for Western games to be successful in Asian markets: although it needs dedication per market and correct local approaches There is no cross-Asian key player(publisher), hence there cannot be a cross-Asian partner, not yet. More Western games will make it to Asia, but more Asian games will also come to the West


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