Mobile Gaming from Asia

GDC2004 2

The Asian Tigers !

GDC2004 3

Overview of Asian mobile markets

• Mature Markets• Mixture of technologies – CDMA, GSM• Mixture of platforms• Trendsetters – Korea, Japan• 3G in many countries• EVDO & EDGE trials underway

* all data in the presentation based on market estimates

MS-DOS

GDC2004 4

Market overview• Hong Kong

– New World Mobility (6,80,000)

– Orange HK ( 1.7 million)

– HKCSL(1.08 million)– Peoples Telecom

(6,50,000)– Smarttone(1 million)– Sunday(4,80,000)

• Technology– GSM – Java

• Singapore– M1(1 million )– Singtel(1.53 million)– Starhub(0.9 million)

• Technology– GSM – Java

GDC2004 5

Market overview• India

– BPL(1.4 million)– Orange Hutch(2.9

million)– Airtel(4.7 million)– Reliance(4.5 million)– BSNL& MTNL(4.2

million)– IDEA( 2.2 million)

• Technology– GSM + CDMA– Java and BREW

• Indonesia– Telekomsel(14

million)– Selular( 7 million)

• Technology– GSM – Java

GDC2004 6

Market overview

• Malaysia– Celcom(3.5

million)– DiGI( 2 million +)– Maxis(4 million)

• Technology– GSM– Java

• Philippines– Globe(8.9 million)– Smart(10 million)

• Technology– GSM – Java

GDC2004 7

Market overview• Thailand

– DTAC( 6 million)– AIS( 12 million)– Hutch CAT– Orange(1.8 million)

• Technology– GSM + CDMA– Java and BREW

• Taiwan– TCC( 7 million)– Chunghwa Telecom

(8 million)– Fareast Tone( 2

million)

• Technology– GSM + CDMA– Java, IMODE and

BREW

GDC2004 8

India ! What's hot!• Java services are live from Airtel, Hutch, BPL, Reliance. BREW to

launch soon• Pricing – Rs. 50 (USD 1.2) for full version, Rs 20 (USD 0.4) for

demo version. Reliance is offering the games free• Content which is hot

– Bollywood Movies– Indian Television series– Cricket– Action Games– Games based on festivals & gods. ( Krishna, Holi, Diwali etc.)– Bigger Hollywood brands eg. Spider-Man

• Language – English (thank the British)– Local language for very selected content

GDC2004 9

India ! What's hot!• Local developers

– Indiagames – Mobile2Win– Paradox (owned by Reliance)

• Important revenue generating handsets– Nokia Series 30,40,60– SE T610, CDMA handsets

• Revenue share – As well as you can negotiate!

• Promotion– Below the line promotion by many operators– Later this year Television and Print campaigns expected

• Other channels– Many sites offering ringtones and images– Games still developing

GDC2004 11

Singapore What's hot!

• Java services are live from M1, Singtel and Starhub• Pricing – SGD. 6 (USD 3) for full version, SGD 3 (USD 1.5) for

demo version. • Content which is hot

– Majhong– Soccer– Branded Games – Console/PC– Action Games– Chinese new year, Karaoke,

• Language – – English (thank the British)

GDC2004 12

Singapore What's hot!• Local developers

– Orange Gum– Activate Interactive– Nokia Regional HQ!!! a lot of activity

• Important revenue generating handsets– Nokia Series 30,40,60– Sony Ericcson T610

• Revenue share – Developer share 50% to 60% depending on content

• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns

• Other channels– Many sites offering ringtones and images– Games still developing

GDC2004 13

Malaysia What's hot!

• Java services are live from Cellcom, Maxis, DiGI• Pricing – Ring 5 (USD 1.3) for full version. • Content which is hot

– Majhong– Soccer– Hollywood and Bollywood– Action Games– Chinese new year, Karaoke.

• Language – English – Malay in some cases

GDC2004 14

• Local developers – Multimedia Corridor project– GameBrains

• Important revenue generating handsets– Nokia Series 30,40,60– SE T610

• Revenue share – Developer share 40% to 60% depending on content

• Promotion– Outdoor, POS and Print campaigns

• Other channels– Many sites offering ringtones and images– Gaming channels yet to develop

Malaysia What's hot!

GDC2004 15

Thailand What's hot!• Java services are live from AIS, DTAC• Pricing – Bhat 20 (USD 0.2) for full version. • Content which is hot

– Kick Boxing– Soccer– Games on local stars– Action Games– Chinese new year, Karaoke

• Language – English – Some games in Thai

GDC2004 16

• Local developers – Cyber Planet

• Important revenue generating handsets– Nokia Series 30,40,60– SE T610

• Revenue share – Developer share 40% to 60% depending on content

• Promotion– Outdoor, POS and Print campaigns

• Other channels– Many websites offering games siam2you, Gambaro, Sam

click

Thailand What's hot!

GDC2004 17

Hong Kong What's hot!• Java services are live from Sunday, HKCSL, Smarttone, NW

Mobile, Orange • Pricing – 15 HKD (USD 1.9) for full version. • Content which is hot

– Gambling and Casino Games– Horse Racing– Branded Games – Console/PC– Cute Games– Chinese new year, Karaoke.

• Language – English– Games with a lot of text are expected to be localized in

Chinese

GDC2004 18

• Local developers – M-Intenet– mBounce

• Important revenue generating handsets– Nokia Series 30,40,60– Sharp GX12, GX22

• Revenue share – Developer share 40% to 60% depending on content

• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns

• Other channels– Many sites offering games, ringtones and images

Hong Kong What's hot!

GDC2004 20

Indonesia What's hot!• Java services are live from Telekomsel Game Planet• Pricing – Rph 10,000 (USD 1.16) for full version. • Content which is hot

– Racing– Soccer– Hollywood Games– Action Games

• Language – English

GDC2004 21

• Local developers – Elasitas

• Important revenue generating handsets– Nokia Series 30,40,60– SE T610

• Revenue share – Developer share 40% to 60% depending on content

• Promotion– Below the line promotion by many operators– Outdoor, POS and Print campaigns

• Other channels– Alternate channels still developing

Indonesia What's hot!

GDC2004 22

Taiwan R.O.C What's hot!

• Java services are live from AIS, DTAC• Pricing – TW$ 50 (USD 1.49) for full version. • Content which is hot

– Chinese Content– Soccer– Action Games– Gambling

• Language – English– Games with a lot of text are expected to be localized in

Chinese

GDC2004 23

• Local developers – SQBASE – Ulead

• Important revenue generating handsets– Nokia Series 30,40,60– ASUS, BENQ

• Revenue share – Developer share 40% to 60% depending on content

• Promotion– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns

• Other channels– Many sites offering games, ringtones and images

Taiwan R.O.C What's hot!

GDC2004 24

Philippines What's hot!

• Java services are live from Globe and Smart• Pricing – 30 pesos (USD 0.53) for full version. • Content which is hot

– Local movie content– Soccer– Action Games– Gambling

• Language – English

GDC2004 25

Philippines What's hot!• Local developers

– SQBASE – Ulead

• Important revenue generating handsets– Nokia Series 30,40,60

• Revenue share – Developer share 30%

• Promotion– Below the line promotion by many operators– TV, Outdoor, POS and Print campaigns

• Other channels– Many sites offering games, ringtones and images

GDC2004 26

Asian market analysis• One of the highest

growth of mobile phones• Java is the dominant

platform• BREW is making inroads• Cost sensitive• Nokia is the most

important handset• English language games

are accepted in most regions except HK and Taiwan where it is on case to case basis

• Local content is a very important winner

• Operator channels are very strong but alternate channels are developing rapidly

• Many local developers are present in each of the markets who drive the eco-system

• Working with local partners is a good market entry strategy which most content providers have adapted

TV CommercialTaiwan – TCC

Which I will add

Thank you