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Mobile Gaming Asia:

Market and Forecast Analysis, 2nd Edition


August 2012

Overview:
Mobile gaming is a key value-added service (VAS) application in the Asian market where growth is expect at 19.8% CAGR to 2017 reaching at total of USD $17.4 billion. Mobile Gaming Asia: Market and Forecast Analysis, Second Edition is must have research for anyone focused on mobile gaming and/or VAS applications in Asia. This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the mobile gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game development companies, key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country and mobile network operator. The report provides 2012 2017 market value projections for Asia-Pacific (APAC), Southeast Asia (SEA), Central Asia (CEA), South Asia (SEA), and the Middle East (ME) regions. This includes projections for each region for Standalone vs. MMG vs. Social vs. Location Gamer and Micro Transaction Player gaming. Additional country-specific market analysis includes: Analysis of mobile gaming success factors in Japan and South Korea Mobile game piracy and virtual currency scamming analysis for China and Russia

The research also addresses various demand drivers/factors including: Asian mobile gaming demographic analysis, Asian mobile gamers gameplay behavior, game-play preference and projection analysis. Additionally, the report provides a comparative analysis of Asian mobile gaming demography/preferences including: Male vs. Female, Casual vs. Core, Freemium vs. Premium, Social vs. Traditional, Tablet vs. Mobile, Smartphone vs. Web Enabled vs. Standard Phone, Regular vs. Irregular, Time and Money Spending dynamics. Our 2012 Edition of Mobile Gaming Asia: Market and Forecast Analysis further expands upon the first edition to add the following: Key opinions from C-level executives Analysis of 61 Asian network operators Mobile gaming prospect analysis for 27 countries Analysis of 27 Asia based mobile game developer/publishers Cases studies focusing of 11 Asian mobile gaming market launches Current market data and projection analysis with accompanying charts

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Key Findings:
MMG games will be the highest share by 34% of total Mobile Games in Asia by 2017 60% mobile games in Asia will be hyper localized and 80% mobile games will be free to download Across the mobile gaming ecosystem, spending on virtual economy/in-game transactions increase from current 20% to 52% level by 2017 The Asian mobile gaming market is expected to grow by 19.8% CAGR through 2017 reaching USD $17.4 billion representing 50% of total global value Among the five regions studied (Asia-Pacific, Southeast Asia, Central Asia, South Asia), and the Middle East), South Asia, APAC will be top market value player Among 48 countries, Japan will be hold top position reaching USD $5 billion market cap by 2017 but Bahrain will have the highest CAGR growth by 81.14%

Target Audience:
Game Portal Companies Mobile Network Operators Game Exporter / Importers Social Media Service Provider Mobile Handset Manufacturers Mobile Application Developers Location-based Service Providers Brand/Product/Service Advertiser Game Distributors and Aggregators M-commerce Application Developers Mobile / Online Gambling Companies

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Table of Contents
1.0 EXECUTIVE SUMMARY 20 2.0 MOBILE GAMING ASIAN MARKET OUTLOOK 23 2.1 HISTORICAL ANALYSIS OF MARKET BACKGROUND 23 2.1.1 EARLY AGE, CANDY CAR STYLE HANDSET AND SNAKE GAME 24 2.1.2 ADVENT OF WAP, J2ME, BREW AND N-GAGE GAMING 24 2.1.3 GAMING OPTIMIZED PHONE AND APPSTORE REVOLUTION 25 2.1.4 OPEN SOURCE PLATFORM, FREE-TO-PLAY/ FREEMIUM GAME 25 2.1.5 3G/LTE/4G DATA NETWORK, 3D API INTEGRATION, VIDEO, MMG, SOCIAL, CASUAL & LOCATION BASED MOBILE GAMING 26 2.2 GENERAL LIMITATIONS OF ASIAN MOBILE GAMING MARKET 26 2.3 POPULAR MOBILE GAMES IN ASIA 27 2.3.1 10 POPULAR IPHONE/IPAD GAMES IN ASIA 27 2.3.2 10 POPULAR ANDROID GAMES IN ASIA 28 3.0 STRATEGIC IMPACT ANALYSIS OF MOBILE GAMING ASIAN MARKET FORCES / TREND 29 4.0 MOBILE GAME DEVELOPMENT TECHNOLOGY PLATFORM: ASIAN PERSPECTIVE 32 4.1 MAJOR DEVELOPMENT OS 32 4.1.1 ANDROID 32 4.1.2 IOS 33 4.1.3 SYMBIAN 34 4.1.4 BLACKBERRY OS 34 4.1.5 BADA 36 4.1.6 DOJA 36 4.1.7 J2ME 37 4.1.8 WINDOWS PHONE 38 4.2 FUTURE TECHNOLOGY PLATFORM 39 4.2.1 BOOT 2 GECKO (B2G) 39 4.2.2 BLACKBERRY 10 39 4.2.3 ALIYUN OS FROM ALIBABA/ALICLOUD (CLOUD BASED) 39 4.2.4 TIZEN FROM LINUX 40 4.2.5 MELTEMI FROM NOKIA 40 4.2.6 HTML5 AND CLOUD 40 5.0 MMG & SOCIAL GAMING FUNCTIONALITY DRIVERS IN ASIA 41 5.1 BLUETOOTH 41 5.2 GPRS 41 5.3 3G 42 5.4 MOBILE WI-FI 42 5.5 ARTIFICIAL INTELLIGENCE (AI) 42 5.6 3D 43 5.7 4G 43 5.8 MOBILE CLOUD 44 5.9 HTML5 MOBILE WEB'S FUTURE 44 5.10 MOBILE SOCNET 45 6.0 MOST POPULAR GAME GENRE IN ASIA 46 6.1 ARCADE-STYLE GAME 46 6.2 ACTION/ADVENTURE GAME 47 6.3 SPORTS GAME 48 6.4 RACING GAME 49 6.5 STRATEGY/PUZZLE GAME 49 6.6 MOVIE GAMES 50 6.7 CASINO GAMES 51 6.8 BOARD GAMES 52 6.9 SIMULATION GAMES 53 6.10 MOTION DETECTION GAMES 54 7.0 KEY MOBILE GAMING MARKET GROWTH DRIVER ANALYSIS OF ASIAN MARKET 55 7.1 MMG (MULTIPLAYER MOBILE GAMING) 55 7.2 MOBILE SOCIAL GAMING AND MOBILE SOCNET USER 56 7.3 MLBG (MOBILE LOCATION BASED GAMING) 57 7.4 MOBILE VIDEO GAMING 60 7.5 MOBILE CLOUD GAMING 61 7.6 MOBILE CASUAL GAMING 62 7.7 FREE-TO-PLAY DISTRIBUTION 64 7.8 CONNECTING CONSOLE WITH MOBILE CLOUD: IMPACT ON MOBILE GAMING 66 7.9 MOBILE CASINO GAMING & GAMBLING 66 7.10 MOBILE APPS AND IN-GAME MARKETING 67 7.11 IN-GAME PURCHASE AND MICRO-TRANSACTION OF VIRTUAL GOODS 68 7.12 VIRTUAL GO-TO COMMUNITY 69 7.13 GAMIFICATION GAMES 71 7.14 CROSS-PLATFORM GAME PUBLISHING 72 8.0 MOBILE GAMING METRICS AND ECO SYSTEM ACTIVITY 74 8.1 MOBILE GAMING ECO-SYSTEM: STRUCTURE & MAIN ACTIVITIES 74 8.2 APPSTORE ECOSYSTEM 75 8.3 MOBILE GAMING METRICS: CONNECTING CONSUMERS WITH GAME 76 8.4 CONVERSION FUNNEL OF ANALYZING MOBILE GAMER 77 9.0 MOBILE GAMING VALUE CHAIN DYNAMICS IN ASIA 78 9.1 VALUE CHAIN 78 9.2 VALUE CHAIN PARTNERSHIP ANALYSIS 78 9.3 REVENUE SHARING ACROSS VALUE CHAIN 79 9.4 ECONOMIC DRIVER IN VALUE CHAIN 79 10.0 MOBILE GAMING DISTRIBUTION MODEL IN ASIA 80 10.1 GAME DISTRIBUTION PLATFORM IN MOBILE, TABLET OR HANDHELD DEVICE 80

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Table of Contents (cont.)


10.2 CROSS-PLATFORM GAME DISTRIBUTION MODEL 81 10.3 DISTRIBUTION FRAGMENTATION OTA VS. OTI (APPSTORE, SNS & BROWSER BASED) 81 10.4 GOOGLE PLAY VS. APPLE STORE DISTRIBUTION MODEL 82 10.5 MAJOR CHALLENGES IN FRAGMENTED DISTRIBUTION: BILLING VS. COST VS. MARKETING VS. CROSS CHANNEL 82 10.6 CONSUMER BEHAVIOR AND OTI VS. OTA TREND 83 11.0 MOBILE GAMING BUSINESS MODEL IN ASIA 84 11.1 11 KEY MOBILE GAMING BUSINESS STRATEGIES 84 11.2 26 BUSINESS MODELS 85 11.3 2012 TRENDY BUSINESS MODEL IN ASIA 87 11.4 KEY REVENUE SOURCES & COST ITEM AFFECTING BUSINESS MODEL 87 11.5 6 KEY SUCCESS POINTS OF CROSS-PLATFORM MODEL 89 11.6 KEY BENEFITS OF CROSS-PLATFORM MODEL 89 11.7 MONETIZING MICRO TRANSACTION IN F2P MODEL: CREATING A NEED APPROACH IS KEY 90 11.8 GAME BALANCING METHOD IN MICRO TRANSACTION MODEL 90 11.9 POTENTIAL RISK AND SOLUTION IN F2P VIRTUAL ECONOMY 90 12.0 MOBILE GAMING PRICING MODEL IN ASIA 92 12.1 5 KEY TREND IN PRICING MODEL 92 12.2 FACTORS THAT AFFECT PRICING DECISION: ARPU VS. AVERAGE GAME PRICE VS. AVERAGE GAMERS DOWNLOAD & PAY 92 13.0 MOBILE GAMING LIFECYCLE AND ANALYTICS METRICS 93 13.1 PRODUCT LIFE CYCLE OF MOBILE GAME: ADOPTION OF MOORES LIFECYCLE MODEL 93 13.2 MOBILE GAME ANALYTICS APPROACH 93 13.3 VIRAL VS. RETENTION GAME: CONCEPTUAL FRAMEWORK FOR RETENTION FIRST 94 13.4 GAME LIFECYCLE KPI FRAMEWORK 94 13.5 CHECKLIST OF RETENTION/ENGAGEMENT METRICS 95 13.6 CHECKLIST OF ACQUISITION METRICS 95 13.7 CHECKLIST OF VIRALITY METRICS 96 13.8 CHECKLIST OF MONETIZATION METRICS 96 13.9 CUSTOM METRICS TO DERIVE ACTIONABLE INSIGHT 97 14.0 SMARTPHONE PENETRATION IN ASIA AND MOBILE GAMING 98 15.0 CONCEPTUAL DIAGRAM OF MOBILE GAME DESIGN PROCESS VS. ASIAN OUTSOURCE OPPORTUNITY 99 16.0 MOBILE GAMING ASIA: MARKET ANALYSIS & FORECAST 2012-2017 100 16.1 MARKET VALUE PROJECTION ASIA 100 16.1.1 ASIA VS. GLOBAL MARKET SHARE % 2012 2017 100 16.1.2 ASIA MARKET VALUE IN $ 2012 2017 100 16.1.3 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE SHARE IN % 2012-2017 101 16.1.4 2012 VS. 2017 MARKET VALUE SHARE TREND: APAC VS. SEA VS. ME VS. CEA VS. SA 101 16.1.5 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE IN $ 2012-2017 102 16.1.6 APAC: 10 COUNTRY-WISE MARKET VALUE 2012 2017 103 16.1.7 SEA: 10 COUNTRY-WISE MARKET VALUE 2012 2017 103 16.1.8 ME: 17 COUNTRY-WISE MARKET VALUE 2012 2017 104 16.1.9 CEA: 5 COUNTRY-WISE MARKET VALUE 2012 2017 104 16.1.10 SA COUNTRY-WISE MARKET VALUE 2012 2017 105 16.2 REVENUE SOURCES ACROSS ASIA ECOSYSTEM 105 16.2.1 ECOSYSTEM REVENUE % IN ASIA 2012 2017 105 16.2.2 ECOSYSTEM REVENUE SOURCE $ IN ASIA 2012-2017 106 16.2.3 CONSUMER SPENDING VS. AD FUNDED REVENUE 2012-2017 107 16.2.4 VIRTUAL ECONOMY VS. AD FUNDED REVENUE 20122017 107 16.2.5 TOTAL MOBILE ADVERTISING REVENUE VS. IN-GAME AD FUNDED REVENUE COMPARISON 108 16.2.6 IN-GAME PURCHASE REVENUE SHARE IN IN-APP TRANSACTION ECOSYSTEM 2012-2017 109 16.2.7 APAC ECOSYSTEM REVENUE SOURCE 2012-2017 109 16.2.8 SEA ECOSYSTEM REVENUE SOURCE 2012-2017 110 16.2.9 ME ECOSYSTEM REVENUE SOURCE 2012-2017 110 16.2.10 CEA ECOSYSTEM REVENUE SOURCE 2012-2017 110 16.2.11 SA ECOSYSTEM REVENUE SOURCE 2012-2017 111 16.2.12 MOBILE GAME ARPU IN ASIA 2012-2017 111 16.3 REVENUE SHARE AMONG STAKEHOLDERS ACROSS ASIA VALUE CHAIN 112 16.3.1 REVENUE SHARE % AMONG VALUE CHAIN STAKEHOLDERS 112 16.3.2 REVENUE IN $ AMONG VALUE CHAIN STAKEHOLDERS 2012-2017 113 16.3.3 APAC STAKEHOLDER REVENUE 2012-2017 113 16.3.4 SEA STAKEHOLDER REVENUE 2012-2017 114 16.3.5 ME STAKEHOLDER REVENUE 2012-2017 114 16.3.6 CEA STAKEHOLDER REVENUE 2012-2017 115 16.3.7 SA STAKEHOLDER REVENUE 2012-2017 115

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16.4 OS PLATFORM, GAME CATEGORY & BUSINESS MODEL WISE MARKET & REVENUE SHARE IN ASIA 116 16.4.1 OS MARKET SHARE VS. ANNUAL GROWTH IN TERMS OF GAME TITLE IN ASIA 2012 116 16.4.2 STANDALONE VS. MMG VS. SOCIAL VS. MLBG MARKET SHARE 2012- 2017 117 16.4.3 STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE IN $ 2012- 2017 117 16.4.4 APAC STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 118 16.4.5 SEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 119 16.4.6 ME STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 119 16.4.7 CEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 120 16.4.8 SA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 120 16.4.9 FREE-TO-PLAY VS. FREEMIUM VS. PAY-PERDOWNLOAD REVENUE GENERATION 2012-2017 121 16.4.10 REVENUE FROM PREMIUM VS. FREEMIUM GAME TITLE 2012-2017 121 16.4.11 ANDROID VS. IPHONE/IPOD VS. IPAD APPSTORE REVENUE GENERATION RATIO COMPARISON 2012 122 16.4.12 PROFITABLE VS. NON-PROFITABLE GAME AMONG TOTAL GAMES 2012 123 16.5 MOBILE GAME GENRE DEPLOYMENT IN ASIA 124 16.5.1 GENRE DEPLOYMENT RATIO (% AMONG TOTAL ASIAN COUNTRIES) 2012 124 16.5.2 APAC COUNTRY-WISE GENRE DEPLOYMENT 125 16.5.3 SEA COUNTRY-WISE GENRE DEPLOYMENT 125 16.5.4 ME COUNTRY-WISE GENRE DEPLOYMENT 126 16.5.5 CEA COUNTRY-WISE GENRE DEPLOYMENT 127 16.5.6 SA COUNTRY-WISE GENRE DEPLOYMENT 127 16.6 MOBILE GAME DEVELOPER REVENUE & PREFERENCE IN ASIA 127 16.6.1 ASIA VS. GLOBAL MOBILE GAME DEVELOPER REVENUE 2012-2017 127 16.6.2 MOBILE GAME DEVELOPER REVENUE IN ASIA 20122017 128 16.6.3 MOBILE GAME DEVELOPERS DEMOGRAPHY BY AGE 128 16.6.4 DAY-TIME CONSUMPTION ON WRITING MOBILE GAME APPS 129 16.6.5 GAME DEVELOPERS DEMOGRAPHY BY SINGE VS. MULTIPLE OS PLATFORM PREFERENCE 129 16.6.6 DEVELOPERS PREFERENCE OVER DISTRIBUTION PLATFORM 130 16.6.7 DEVELOPERS BELIEF OVER BRAND GAME FOR SUCCESS OF A GAME 131 16.6.8 TOP 23 ASIAN MOBILE GAMING DEVELOPER/ PUBLISHER REVENUE VS. % CONTRIBUTION OF MOBILE GAMING 2011 131 16.7 MOBILE GAMER PROJECTION IN ASIA 132 16.7.1 MOBILE VS. ONLINE GAMER % IN ASIA 2012-2017 132 16.7.2 MOBILE GAMER NUMBER IN ASIA 2012-2017 132 16.7.3 APAC VS. SEA VS. ME VS. CEA VS. SA GAMER % AMONG TOTAL ASIAN MOBILE GAMER 2012 133 16.7.4 APAC MOBILE GAMER NUMBER 2012-2017 133 16.7.5 SEA MOBILE GAMER NUMBER 2012-2017 134 16.7.6 ME MOBILE GAMER NUMBER 2012-2017 134 16.7.7 CEA MOBILE GAMER NUMBER 2012-2017 135 16.7.8 SA MOBILE GAMER NUMBER 2012-2017 135 16.7.9 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION GAMER % 2012-2017 136 16.7.10 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION GAMER NUMBER 2012-2017 136 16.7.11 MICRO TRANSACTION PLAYER AMONG MOBILE GAMER 2012-2017 137 16.7.12 NUMBER OF MOBILE GAMER BY DEVICE USED 20122017 137 16.8 MOBILE GAMER DEMOGRAPHY ANALYSIS IN ASIA 138 16.8.1 MALE VS. FEMALE MOBILE GAMER % IN ASIA 2012 138 16.8.2 MOBILE GAMER % BY AGE VS. GENDER IN ASIA 2012 138 16.8.3 AVERAGE MOBILE GAMERS AGE: MALE VS. FEMALE IN ASIA 2012 139 16.8.4 INCOME BRACKET CLASSIFICATION (PER YEAR INCOME VS. % OF MOBILE GAMER) IN ASIA 2012 139 16.8.5 MOBILE SOCIAL VS. TRADITIONAL GAMER % BY AGE BRACKET 2012 140 16.8.6 AVERAGE AGE OF MOBILE SOCIAL VS. TRADITIONAL GAMER 2012 140 16.8.7 MOBILE SOCIAL GAMER %: MALE VS. FEMALE 141 16.8.8 CASUAL VS. CORE GAMER % 2012 -2017 141 16.8.9 MALE VS. FEMALE % AMONG CASUAL GAMER 142 16.8.10 FREEMIUM GAME: TIME VS. MONEY SPEND % BY AGE GROUP 142 16.8.11 SMARTPHONE VS. STANDARD VS. WEB ENABLED PHONE USERS IN ASIA 2012-2017 143 16.8.12 PREFERRED GAMING DEVICE OF GAMERS BY AGE GROUP WHO PLAY AT LEAST ONCE IN A MONTH 143 16.8.13 GAMING ON TABLET (% PLAY GAME AT LEAST ONE HOUR IN A MONTH) IN ASIA 144 16.8.14 REGULAR VS. NON-REGULAR MOBILE GAMER % AMONG MOBILE GAMER 145 16.9 MOBILE GAMERS GAME-PLAY BEHAVIOR ANALYSIS & PROJECTION IN ASIA 145 16.9.1 MOBILE GAMERS PREFERENCE OVER OS PLATFORM FOR GAMING IN ASIA 145

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16.9.2 MALE VS. FEMALE PER YEAR AVERAGE EXPENDITURE ON VIRTUAL GOODS 146 16.9.3 REAL WORLD MONEY EXPENDITURE ON VIRTUAL GOODS: % OF MOBILE GAMER 146 16.9.4 % OF GAMER WHO SPEND ON VIRTUAL GOODS AMONG TOTAL GAMER 147 16.9.5 EXPENDITURE PATTERN ON VIRTUAL GOOD ITEMS CATEGORY 147 16.9.6 % OF GAMER PLAYED MOBILE GAME AT LEAST ONCE IN LIFETIME 148 16.9.7 SMARTPHONE VS. NON-SMARTPHONE OWNERS AVERAGE NUMBER OF GAME PURCHASE PER YEAR 148 16.9.8 SMARTPHONE VS. NON-SMARTPHONE OWNERS AVERAGE SPENDING ON MOBILE GAME IN A YEAR 149 16.9.9 MALE VS. FEMALE MOBILE GAME GENRE PREFERENCE LIST 149 16.9.10 GAME PURCHASE AND PLAN TO PURCHASE % BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 2012-2017 150 16.9.11 FREEMIUM GAMER: UPGRADE FREE TO PAID VERSION 2012-2017 150 16.9.12 CONTENT PURCHASE (POWER-UP, NEW LEVEL/ MODES) % BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 2012-2017 151 16.9.13 $6+ AMOUNT SPENT & PLAN TO SPEND ON MOBILE GAME 2012-2017 151 16.9.14 DAU VS. WAU VS. MAU GAME-PLAY % BY SMARTPHONE VS. HANDHELD DEVICES 2012 152 16.9.15 WAU % BY GAME-PLAY HOURS BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 152 16.9.16 LENGTH OF GAME-PLAY DURATION BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 153 16.9.17 % OF MOBILE TIME SPEND ON PLAYING MOBILE GAMES (EXCLUDING CALL TIME) BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 153 16.9.18 % CHANGE IN MOBILE GAME PLAY ACTIVITY OVER LAST YEAR BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 154 16.9.19 FACTOR INFLUENCING % ON INCREASING MOBILE GAME-PLAY 154 16.9.20 BENEFIT EXPERIENCED % FROM PLAYING GAMES ON MOBILE PHONE 155 16.9.21 SOCIAL GAME-PLAY % ON MOBILE PHONE BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 155 16.9.22 DAU VS. WAU VS. MAU % OF SOCIAL GAME PLAY ON MOBILE PHONE BY SMARTPHONE VS. STANDARD/WEBENABLED PHONE OWNER 156 16.9.23 NEW GAME MARKETING: HOW MOBILE GAMER GET INFLUENCE BY OPINION LEADER 156 16.9.24 RECOMMENDATION OF MOBILE GAME TO OTHER BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER % 157 16.9.25 % OF GAMER BY OS PLATFORM KEEP GAMES ON MOBILE 157 16.9.26 DAU GAME-PLAY % BY OS PLATFORM GAMER 158 16.9.27 % OF DEVICE USE BY MOBILE GAMER FOR GAMING 158 16.9.28 AVERAGE TIME-SPEND BY OS PLATFORM ON MOBILE GAMING: HOURS IN MONTH VS. % DEDICATION 159 16.9.29 MOBILE GAME-PLAY LOCATION BY GAMER % 159 16.9.30 % OF HOME GAMERS GAME-PLAY LOCATION 160 16.9.31 MOBILE PHONE VS. PORTABLE GAMERS ON-THE-GO GAMING INTEREST BY GENRE 160 16.9.32 POPULAR GAME CATEGORY/GENRE % PLAYED BY MOBILE GAMER 161 16.9.33 GAME ACQUISITION METHOD OF GAMER % BY OS PLATFORM 161 16.9.34 IN-GAME TRANSACTION SIZE VS. REVENUE GENERATE % BY EXPENDITURE PATTERN 162 16.9.35 % OF CONSUMERS PLAYED GAMES ON CROSSPLATFORM (CONSOLE, MOBILE & COMPUTER) 2012-2017 162 16.10 MOBILE GAMING APPS BEHAVIOR IN ASIA 163 16.10.1 GAMING VS. OTHER APPS % AMONG TOP 100 GROSSING APPS 163 16.10.2 REVENUE GENERATE % FROM GAMING APPS VS. OTHER APPS 2012-2017 163 16.10.3 % OF CELL-PHONE USER USE MOBILE APPS 2012 2017 164 16.10.4 ARPU PER YEAR FROM SOCIAL GAME APPS CATEGORY (IPHONE & ANDROID) 164 16.10.5 GAME VS. OTHER APPS USAGE BY % OF TOTAL MOBILE APPS USER 165 16.10.6 MOBILE GAMERS SPENDING WILLINGNESS OVER APPS: GAME VS. OTHER APPS 166 16.10.7 AVERAGE SPENDING ON GAMING APPS BY OS PLATFORM 166 16.10.8 ASIAN GAMER WHO DOWNLOAD GAMING APPS 20112017 167 16.11 MOBILE GAME TREND & PROJECTION IN ASIA 167 16.11.1 STANDALONE VS. MMG VS. SOCIAL VS. MLBG TREND (% OF TOTAL GAME) 2012- 2017 167 16.11.2 CASUAL VS. CORE MOBILE GAME % IN ASIA 2012 2017 168 16.11.3 GPS ADOPTION PREDICTION OF HANDHELD DEVICES FOR LOCATION BASED GAMING 2012-2017 168 16.11.4 LOCAL VS. HYPER LOCAL VS. GAMIFICATION ADOPTION (% OF MOBILE GAME) 2017 169 16.11.5 GAME CHARACTERISTICS INFLUENCING TO RECOMMEND MOBILE GAME TO OTHERS BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER % 169

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Table of Contents (cont.)


16.11.6 FREE VS. PAID MOBILE GAME BY DOWNLOAD % 20122017 170 16.11.7 FREE VS. PAID MOBILE GAME BY TITLE % IN ASIA 2012-2017 170 16.11.8 AVERAGE MOBILE GAME PRICE VS. % OF MOBILE GAME IN ASIA 2012-2017 171 16.11.9 OTI VS. OTA VS. OTHER MOBILE GAME DOWNLOAD % 2012-2017 171 16.11.10 OTI VS. OTA MOBILE GAME DISTRIBUTION PROJECTION IN ASIA 2012-2017 172 16.11.11 MOBILE GAME DOWNLOAD VOLUME BY OS PLATFORM IN ASIA 2012-2017 172 16.11.12 AVERAGE GAME DOWNLOAD BY INDIVIDUAL MOBILE GAMER 2012-2017 173 17.0 COUNTRY ANALYSIS 174 17.1 JAPAN 174 17.2 CHINA 174 17.3 SOUTH KOREA 175 17.4 INDIA 175 17.5 AUSTRALIA 176 17.6 RUSSIA 176 17.7 NEW ZEALAND 176 17.8 HONG KONG 177 17.9 TAIWAN 177 17.10 INDONESIA 178 17.11 THAILAND 178 17.12 PHILIPPINES 179 17.13 MALAYSIA 179 17.14 SINGAPORE 180 17.15 VIETNAM 180 17.16 BRUNEI 181 17.17 TURKEY 181 17.18 UAE 182 17.19 SAUDI ARABIA 182 17.20 ISRAEL 183 17.21 EGYPT 183 17.22 KAZAKHSTAN 184 17.23 KYRGYZSTAN 184 17.24 TAJIKISTAN 185 17.25 BANGLADESH 185 17.26 SRI LANKA 186 17.27 PAKISTAN 186 18.0 ASIAN MOBILE GAME DEVELOPER/PUBLISHER ANALYSIS 187 18.1 FIREMINT: AUSTRALIA BASED 187 18.2 HALFBRICK: AUSTRALIA BASED 187 18.3 CAPCOM: JAPAN BASED 187 18.4 EA MOBILE: JAPAN BASED 187 18.5 NAMCO BANDAI: JAPAN BASED 188 18.6 GAMEVIL: S.KOREA BASED 188 18.7 COM2US: S.KOREA BASED 188 18.8 ZEPTOLAB: RUSSIA BASED 188 18.9 SQUARE ENIX: JAPAN BASED 189 18.10 GAMEPROM: RUSSIA BASED 189 18.11 KAIROSOFT: JAPAN BASED 189 18.12 KONAMI: JAPAN BASED 189 18.13 DISNEY MOBILE: JAPAN BASED 190 18.14 GREE: JAPAN BASED 190 18.15 DENA: JAPAN BASED 190 18.16 TENCENT: CHINA BASED 191 18.17 MIG33: CHINA BASED 191 18.18 SINA WEIBO: CHINA BASED 191 18.19 PAPAYA MOBILE: CHINA BASED 192 18.20 TMG: SINGAPORE & INDONESIA BASED 192 18.21 IBIBO: INDIA BASED 192 18.22 INIDAGAMES: INDIA BASED 193 18.23 GAMES2WIN: INDIA BASED 193 18.24 HUNGAMA: INDIA BASED 193 18.25 NAZARA: INDIA BASED 193 18.26 ANINO MOBILE: PHILIPPINES BASED 194 18.27 GAMEBRAINS: MALAYSIA BASED 194 19.0 GOOGLE VS. FACEBOOK: EMERGING MOBILE GAMING PLATFORM TREND 195 19.1 GOOGLE GAMES - UNIFIED GAMING PLATFORM TREND 2013 195 19.2 FACEBOOKS MOBILE-PLUS-OPEN-GRAPH COMBINATION: W3C MOBILE WEB PLATFORM CORE COMMUNITY GROUP 195 20.0 NETWORK OPERATOR ANALYSIS 197 20.1 NTT DOCOMO - JAPAN 197 20.2 KDDI AU JAPAN 197 20.3 CHINA MOBILE CHINA 198 20.4 CHINA UNICOM CHINA 198 20.5 CHINA TELECOM CHINA 199 20.6 AIRTEL (BHARTI) INDIA 199 20.7 RELIANCE COMMUNICATIONS INDIA 199 20.8 VODAPHONE ESSAR INDIA 200 20.9 IDEA/SPICE INDIA 200 20.10 SK TELECOM SOUTH KOREA 200 20.11 TELSTRA MOBILE AUSTRALIA 201 20.12 OPTUS MOBILE AUSTRALIA 201 20.13 VODAPHONE NEW ZEALAND 202 20.14 MTS RUSSIA 202 20.15 MEGAFON RUSSIA 203 20.16 BEELINE RUSSIA 203 20.17 CHUNGHWA TELECOM TAIWAN 204 20.18 3 HONGKONG & MACAU 204 20.19 MOBICOM MONGOLIA 205 20.20 TELKOMSEL INDONESIA 206 20.21 INDOSAT INDONESIA 206 20.22 VIETTEL VIETNAM 207 20.23 MOBIFONE VIETNAM 207 20.24 SMART COMMUNICATIONS PHILIPPINE 208 20.25 GLOBE TELECOM PHILIPPINE 208

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Table of Contents (cont.)


20.26 MAXIS MALAYSIA 209 20.27 SINGTEL MOBILE SINGAPORE 209 20.28 AIS THAILAND 210 20.29 DTAC - THAILAND 210 20.30 DSTCOM BRUNEI 211 20.31 MPT BURMA 211 20.32 LAO-TELECOM LAOS 212 20.33 METFONE CAMBODIA 212 20.34 TURKCELL TURKEY 213 20.35 MOBILE TELECOMMUNICATION COMPANY OF IRAN (MCI) IRAN 213 20.36 STC SAUDI ARABIA 214 20.37 ETISALAT UAE 214 20.38 MTN SYRIA SYRIA 215 20.39 CELLCOM ISRAEL 215 20.40 ROSHAN AFGHANISTAN 216 20.41 MTN/SPACETEL YEMEN YEMEN 216 20.42 BATELCO BAHRAIN 216 20.43 CYTA MOBILE-VODAFONE CYPRUS 217 20.44 VODAPHONE EGYPT 217 20.45 ZAIN IRAQ 218 20.46 ZAIN JORDAN 219 20.47 ZAIN KUWAIT 219 20.48 TOUCH LEBANON 220 20.49 Q-TEL QATAR 220 20.50 OMANTEL OMAN 221 20.51 KCELL KAZAKHSTAN 222 20.52 BEELINE KYRGYZSTAN 222 20.53 BABILON MOBILE TAJIKISTAN 223 20.54 UZDUNROBITA UZBEKISTAN 223 20.55 MTS TURKMENISTAN 224 20.56 GRAMEENPHONE BANGLADESH 224 20.57 DIALOG SRILANKA 225 20.58 MOBILINK PAKISTAN 225 20.59 NCELL NEPAL 226 20.60 DHIRAAGU MALDIVES 226 20.61 B-MOBILE / BHUTAN TELECOM BHUTAN 226 21.0 CASE STUDY (REVIEW + SUCCESS ANALYSIS + LESSON) 228 21.1 ULTIMATE DRIVE APP OF BMW (VIRTUAL GO-TO COMMUNITY+ MOBILE SOCIAL GAMING + $300-$700 DISCOUNT ON TEST DRIVE): A GLOBAL CASE 228 21.2 ANGRY BIRDS A GAME TO BRAND SUCCESS: $100 MLN GAME BUSINESS VS. CONSUMER PRODUCTS BUSINESS IN CHINA VS. LOCALIZED SERIES GAME RELEASE IN JAPAN 229 21.3 FRUIT NINJA: $1 MLN BUSINESS VS. CHINA SUCCESS 231 21.4 CUT THE ROPE: 100 MLN DOWNLOAD TO ONLINE RELEASE TO LOCALIZE BUSINESS 233 21.5 KOMPU (COMPLETE) GACHA GAMES: IN-GAME SOCIAL GAMBLING PRACTICES VS. CONSUMER LAW- A JAPANESE BAN CASE AND NEW OPPORTUNITIES 234 21.6 COLOPULA: LBS GAME MEETS TRAVEL SEARCH A CASE IN JAPAN 236 21.7 HOSTESS CLUB SOCIAL GAME (KOI SHITE KYABA JO): A WOMEN COMMUNITY BASED JAPAN CASE 238 21.8 SOCIAL HORSE-RACING GAMES: A JAPAN CASE OF MOBILE GAMING TO PRINT MAGAZINE 239 21.9 SMURF VILLAGE: THE REAL VIRTUAL ECONOMY SUCCESS 240 21.10 ALCHEMY: ANDRIOD TITLE SUCCESS CASE IN KOREA 242 21.11 THE HUMAN ELEMENT A FUTURE LBS MOBILE GAME WILL MERGE REAL WORLD WITH GAME VIA MOBILE API 244 22.0 JAPAN & SOUTH KOREA BEST MOBILE GAMING PRACTICE: UNDERLYING SUCCESS REASON 245 23.0 MOBILE GAME PIRACY AND VIRTUAL CURRENCY SCAMMING CHALLENGE IN CHINA & RUSSIA: EXAMPLE, SOLUTIONS, AND IOS VS. ANDROID CHINA EXPERIENCE 247 24.0 EXCLUSIVE OPINION OF C-LEVEL GAMING EXECUTIVE/ COMPANY 252 25.0 CONCLUSIONS AND RECOMMENDATIONS 254 25.1 CONCLUSION 254 25.2 GENERAL RECOMMENDATION FOR ASIAN MARKET 255 25.3 RECOMMENDATION FOR GAME DEVELOPER INCLUDING START-UP & PUBLISHER INCLUDING SNS PORTAL 255 25.4 RECOMMENDATION FOR CONTENT PROVIDER & AGGREGATOR 256 25.5 RECOMMENDATION FOR VIRTUAL CURRENCY SOLUTION PROVIDER & CREDIT CARD PROVIDER 258 25.6 RECOMMENDATION FOR HANDSET MANUFACTURER & MOBILE OPERATOR 258 25.7 RECOMMENDATION FOR INVESTOR & GAMING COMPANY 259

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List of Figures
Figure 1: 5 Key Milestones of Mobile Gaming Market Evolution in Asia 23 Figure 2: Nokiaa Single Player Primitive Snake Game vs. GREEs Mobile Social Game Screen (Copyright: NOKIA & GREE) 26 Figure 3: Basic Game Architecture framework for Android Platform (copyright: Google) 32 Figure 4: Basic Decorator flow diagram of Warior Game for iOS based on ActionScript 3.0 Flash Builder (copyright: Apple) 34 Figure 5: BlackBerry Native SDK for Game Development leveraging OpenGL ES (copyright: RIM) 35 Figure 6: Bada Apps development framework / class (copyright: Samsung) 36 Figure 7: DoJa Game development architecture (copyright: NTT) 37 Figure 8: XNA Game development framework for Windows Phone (copyright: Microsoft) 39 Figure 9: Boom: a mobile arcade style war game on Android title (copyright: Boom-Mobile) 47 Figure 10: Dead Space: 3D action-adventure dark and hunting game for Android (copyright: Dead Space) 48 Figure 11: MADDEN NFL 12: A sports game for Mobile (copyright: EA) 48 Figure 12: Racing Moto: a fast paced racing game in Android (copyright: Racing Moto) 49 Figure 13: Angry Brids: Casual Strategy Puzzle game (copyright: Rovio) 50 Figure 14: The Adventures of Tintin: a movie mobile game (copyright: Gameloft) 51 Figure 15: MyNuMo Blackjack: a high quality mobile casino game for iPhone (copyright: Blackjack) 52 Figure 16: Monopoly: The best mobile board game (copyright: Monopoly) 53 Figure 17: SimCity: a city building mobile simulation game for iOS (copyright: EA) 53 Figure 18: Snowboard Super Extreme 3: a motion censored mobile game (copyright: EA) 54 Figure 19: N.O.V.A. 3 - Near Orbit Vanguard Alliance MMG (copyright: Gameloft) 56 Figure 20: My Town 2: a location based city building Mobile Social Game (copyright: Booyah) 57 Figure 21: Game pattern follow by Game while playing MLBG 58 Figure 22: Sample Trail-Map of Gamer in a MLBG 59 Figure 23: Life is Crime: a social location based mobile game for iOS and Android (copyright: Red Bobot Labs) 59 Figure 24: Fruit Ninja: a popular mobile video game (copyright: Fruit Ninja) 60 Figure 25: Graphical Presentation of Mobile Cloud Gaming Network Ecosystem (copyright: standford) 62 Figure 26: G-Cloud: Worlds 1st Mobile Cloud LTE Gaming on Docomo Tablet (copyright: Docomo) 62 Figure 27: Mobile Casual Game Flow: Where most casual gamer belongs 64 Figure 28: Angry Birds: Most ever successful Mobile Casual Game (copyright: Rovio) 64 Figure 29: Snoopy Street: a nostalgic free-to-play game on iOS (copyright: Capcom) 65 Figure 30: Onlive Mobile: cloud gaming app on Android facilitating seamless play on PC, Console and Mobile Device (copyright: Onlive) 66 Figure 31: Casino Games For Nokia E90 Mobile (copyright: Nokia) 67 Figure 32: AMEX promotion in FarmVille as Social Currency format (copyright: FarmVille) 68 Figure 33: Triple Town: Micro-transaction social games for iOS (copyright: TripleTown) 69 Figure 34: BMW Ultimate Drive Apps on-go community (copyright: BMW) 70 Figure 35: Gamification training games showcased on Electronic Entertainment Expo conference (copyright: E3) 72 Figure 36: Dungeon Defenders: Second Wave- A cross platform game seamlessly can be played on iOS, Android, PC and Console gaming (copyright: Dyngeon) 73 Figure 37: Structure and Main Activities of Mobile Gaming Ecosystem (copyright: ScienceDirect) 74 Figure 38: Appstore Ecosystem Graphics 75 Figure 39: Sequential steps of Mobile gaming Metrics: Analyzing Consumer to connect with Game 76 Figure 40: Sample Conversion Funnel to Analyze Mobile Gamer 77 Figure 41: Mobile Gaming Value Chain Diagram in Asia 78 Figure 42: Mobile Gaming Value-Chain Partnership Diagram in Asia 78 Figure 43: Revenue Sharing Diagram across Mobile Gaming Value Chain in Asia 79 Figure 44: Revenue Dimension in Mobile Gaming 79 Figure 45: Mobile Game Distribution Platform (Mobile phone, Tablet & Handheld Device) 80 Figure 46: Cross-Platform Mobile Game Distribution Model 81 Figure 47: 2012 Trendy Mobile Gaming Business Models in Asia 87 Figure 48: 6 key points for success in cross-platform model 89 Figure 49: Key Business benefits with Cross-platform Model 89 Figure 50: Concept flow of creating a Need Bragging approach to monetize Micro-Transaction in F2P model 90

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List of Figures (cont.)


Figure 51: 5 Trendy Mobile Game Pricing Model in Asia 92 Figure 52: Adoption of Moores Lifecycle Model in Mobile Gaming 93 Figure 53: Sequential Steps of Mobile Game Analytic Approach 93 Figure 54: Why Retention First in Mobile Gaming? 94 Figure 55: Mobile Game Lifecycle KPI Framework 94 Figure 56: Checklist of Retention / Engagement Metrics 95 Figure 57: User Acquisition Metrics Checklist 95 Figure 58: Checklist for Virality Metrics 96 Figure 59: Monetization Metrics Checklist 96 Figure 60: Deriving Actionable Insight with Custom Metrics 97 Figure 61: Conceptual diagram of Mobile Game Design Process vs. Outsource Opportunity in Asian Countries 99 Figure 62: Mobile Gaming Market Value % Share: Asia vs. Global 2012-2017 100 Figure 63: Mobile Gaming Asia Market Value 2012-2017 100 Figure 64: 2012 vs. 2017 Market Value Share trend: APAC vs. SEA vs. ME vs. CEA vs. SA 101 Figure 65: Revenue Sources % across Asian Mobile Gaming Ecosystem 2012-2017 105 Figure 66: Direct Consumer Spending vs. Ad Funded Mobile Gaming Revenue Trend 2012-2017 107 Figure 67: Trend Comparison of Revenue from Virtual Economy vs. Funded Ad of Mobile Gaming 2012-2017 107 Figure 68: Comparison between Total Mobile Ad Revenue in Asia vs. In-Game Mobile Ad revenue 2012-2017 108 Figure 69: In-game purchase revenue share% in in-app transaction ecosystem in Asia 2012-2017 109 Figure 70: Mobile Game ARPU in Asia 2012-2017 111 Figure 71: Mobile Gaming revenue sharing % across value chain Stakeholder in Asia 112 Figure 72: OS market share vs. Annual growth in Mobile Gaming Asian Market 2012 116 Figure 73: Standalone vs. MMG vs. Social vs. Location Based Game % share in Asia 2012-2017 117 Figure 74: Standalone vs. MMG vs. Social vs. Location Based Game Revenue in Asia 2012-2017 117 Figure 75: APAC standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 118 Figure 76: SEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119 Figure 77: ME standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119 Figure 78: CEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120 Figure 79: SA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120 Figure 80: Revenue generation ration from F2P vs. Freemium vs. PPD Games in Asia 2012-2017 121 Figure 81: Revenue Comparison from Premium vs. Freemium Game title in Asia 2012-2017 121 Figure 82: Revenue generation comparison between Android vs. iPhone/iPod vs. iPad Appstore 2012 122 Figure 83: Profitable vs. Non-profitable game ratio of all grossing game in Asia 2012 123 Figure 84: Mobile Game Genre deployment ratio in Asia countries 124 Figure 85: Asia vs. Global Mobile Game developer revenue share % 2012-2017 127 Figure 86: Y-Y Mobile Game Developer Revenue in Asia 2012-2017 128 Figure 87: Mobile Game Developers average age demography in Asia 2012 128 Figure 88: 50% daytime spend ratio of developer on writing mobile game apps 129 Figure 89: % of Game Developer Prefer Game Development OS Platform Single vs. Multiple 2012 129 Figure 90: % of Game Developer Prefer Single vs. Multiple Distribution Platform 2012 130 Figure 91: Mobile Game developers faith on Brand for a game success 2012 131 Figure 92: Mobile vs. Online Gamer % in Asia 2012-2017 132 Figure 93: Y Y Mobile Gamer Number in Asia 2012-2017 132 Figure 94: APAC vs. SEA vs. ME vs. CEA vs. SA Gamer % of total Mobile Gamer 2012 133 Figure 95: Y-Y Mobile Gamer in APAC 2012-2017 133 Figure 96: Y-Y Mobile Gamer in SEA 2012-2017 134 Figure 97: Y-Y Mobile Gamer in ME 2012-2017 134 Figure 98: Y-Y Mobile Gamer in CEA 2012-2017 135 Figure 99: Y-Y Mobile Gamer in SA 2012-2017 135 Figure 100: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer in Asia 2012-2017 136 Figure 101: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer number in Asia 2012-2017 136

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List of Figures (cont.)


Figure 102: Micro Transaction Player in Asia 2012-2017 137 Figure 103: Mobile Gamer by Device Used in Asia 2012-2017 137 Figure 104: Male vs. Female Mobile Gamer % in Asia 2012 138 Figure 105: Age Bracket vs. Gender wise Mobile Gamer % in Asia 2012 138 Figure 106: Male vs. Female Mobile Gamers Average Age in Asia 2012 139 Figure 107: Per Year Average Income vs. Mobile Gamer % in Asia 2012 139 Figure 108: Mobile Social vs. Traditional Gamer % by Age 2012 140 Figure 109: Average age of Mobile Social vs. Traditional Gamer 2012 140 Figure 110: Male vs. Female % among Mobile Social Gamer 2012 141 Figure 111: Casual vs. Hardcore Mobile Gamer % in Asia 2012-2017 141 Figure 112: Male vs. Female ratio among Mobile Casual Gamer 2012 142 Figure 113: Time vs. Money Spend % by Mobile Freemium Gamer in Asia 142 Figure 114: Smartphone vs. Standard vs. Web-enabled mobile user % in Asia 2012-2017 143 Figure 115: Preferred Gaming Device by Broadband Household vs. Different Age group in Asia 2012 144 Figure 116: Tablet Gamer Statistics (% play game at least 1 hour in a month) in Asia 2012 144 Figure 117: Regular vs. Non-regular Mobile Gamer % in Asia 145 Figure 118: Mobile Gamers Preference over OS platform for Gaming in Asia 145 Figure 119: Male vs. Female per Year Spending on Virtual Goods while Playing MMG / Casual Game 146 Figure 120: % of Mobile Gamer spend real world money on virtual goods / purchase at least once a month 146 Figure 121: % of Total Gamer spend on Virtual Goods 147 Figure 122: Gamers expenditure pattern on Virtual Good Items Category 147 Figure 123: % of Asian Gamer played mobile game at least once in lifetime 148 Figure 124: Average Number of Game purchase by Smartphone vs. Non-Smartphone Owner in a year 148 Figure 125: Smartphone vs. Non-Smartphone Users Average spending on Mobile Game in a year 149 Figure 126: Smartphone vs. Standard/Web-enabled phone owners mobile game purchase & plan to purchase % 2012-2017 150 Figure 127: Upgrade free to paid version % among Freemium Gamer 2012-2017 150 Figure 128: Smartphone vs. Standard/Web-enabled phone Owners content Purchase (power-up, new level/modes) % 2012-2017 151 Figure 129: Smartphone vs. Standard/Web-enabled Phone Owners $6+ amount spent & plan to spend on Mobile Gamer 2012-2017 151 Figure 130: DAU vs. WAU vs. MAU % among Smartphone vs. Handheld Device Gamer 2012 152 Figure 131: Smartphone vs. Standard/Web-enabled phone Owners WAU % by Game-play Hours 152 Figure 132: Smartphone vs. Standard/Web-enabled phone owners Length of Game-Play duration on mobile phone 153 Figure 133: % of Mobile Time Spend on playing Mobile Games (excluding call time) by Smartphone vs. Standard/Web-enabled phone Owner 153 Figure 134: % Change in Mobile Game Play activity over Last year by Smartphone vs. Standard/Web-enabled phone Owner 154 Figure 135: Factor Influencing % on Increasing Mobile game-play 154 Figure 136: Benefit Experienced % from Playing Games on Mobile Phone 155 Figure 137: Social Game-play % on Standard/web-enabled vs. Smartphone Owner 155 Figure 138: DAU vs. WAU vs. MAU % of Social Game Play on Mobile Phone by Smartphone vs. Standard/Web-enabled phone Owner 156 Figure 139: How Mobile Gamer get influenced about New Game by Opinion Leader 156 Figure 140: % of Smartphone vs. Standard/Web-enabled phone Owner Recommend mobile game to other 157 Figure 141: % of OS Platform Gamer keeps Game on Mobile 157 Figure 142: DAU Game-Play % among Mobile OS Platform Gamer 158 Figure 143: % of Device Use by Mobile Gamer for Gaming 158 Figure 144: Average time-spend by OS Platform on Mobile Gaming: Hours in Month vs. % Dedication 159 Figure 145: Mobile Game-Play location by Gamer % 159 Figure 146: % of Home-Gamers Game-play Location 160 Figure 147: Mobile phone vs. Portable Gamers on-the-go Game Genre Interest 160 Figure 148: Popular Game Category / Genre % Played by Mobile Gamer 161

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List of Figures (cont.)


Figure 149: Game acquisition method of gamer% by OS platform 161 Figure 150: In-Game Transaction Size vs. Revenue generate % by Expenditure Pattern 162 Figure 151: % of Consumers Played Games on Cross-Platform (console, mobile & computer) 2012-2017 162 Figure 152: % of Gaming vs. Other Apps among Top 100 Grossing Apps 163 Figure 153: Revenue generate % from Game Apps vs. Other Apps 2012-2017 163 Figure 154: % of Cell-phone user use mobile Apps 2012 - 2017 164 Figure 155: ARPU per year from social game Apps category (iPhone & Android) 164 Figure 156: Game vs. Other Apps Usage by % of mobile Apps user 165 Figure 157: Mobile Gamers willingness over Gaming vs. Other Apps 166 Figure 158: Average Spending on Gaming Apps by OS platform gamer 166 Figure 159: Asian Gamer who download Gaming Apps 2011-2017 167 Figure 160: Standalone vs. MMG vs. Social vs. MLBG Trend (% of total game) 2012- 2017 167 Figure 161: Casual vs. Core Mobile Game % in Asia 2012-2017 168 Figure 162: GPS adoption Prediction of Handheld Devices for Location Based Gaming 2012-2017 168 Figure 163: Local vs. Hyper Local vs. Gamification Adoption (% of Mobile Game) 2017 169 Figure 164: Game Characteristics influencing recommending Mobile Game to Others by Smartphone vs. Standard/Web-enabled phone Owner % 169 Figure 165: Free vs. Paid Mobile Game download % 2012-2017 170 Figure 166: Free vs. Paid Mobile Game by Title % in Asia 2012-2017 170 Figure 167: Average Mobile Game Price vs. % of Mobile Game in Asia 2012-2017 171 Figure 168: Mobile Game Download % by OTI vs. OTA vs. Other 2012-2017 171 Figure 169: OTI vs. OTA Mobile Game Distribution Projection in Asia 2012-2017 172 Figure 170: Mobile Game download volume by OS platform in Asia 2012-2017 172 Figure 171: Average Game downloads number in a year by Individual Gamer 2012-2017 173 Figure 172: BMW Ultimate Drive Apps: Mobile Social Gaming + Discount Promotion (copyright: BMW) 229 Figure 173: Angry Birds Upcoming Version Concept which may allow to Play as Pig against Birds (Copyright: Rovio & credit: CBSI) 231 Figure 174: Fruit Nina Frenzy Fruit Slicing (copyright: Halfbrick) 232 Figure 175: Om Nom Monster in Handy Candy update of Cut the Rope Experiment (copyright: Zeptolab) 234 Figure 176: Kompu Gacha Game Example (copyright: thenextweb) 236 Figure 177: Colopula Territory Demo (copyright: Colopula) 237 Figure 178: Social Hostess Simulation on Mobage (copyright: Koi Shite Kyaba Jo) 239 Figure 179: 1 mln winning post of Horse Racing Social Games (copyright: Tecmo Koei) 240 Figure 180: Smurf Village Screenshot (copyright: Capcom & Beeline) 242 Figure 181: Alchemy Genetics More Addtictive than Original Classic One (copyright: Andrey "Zed" Zaikin) 243 Figure 182: The Human Element -Future of LBS Mobile game (copyright: Robotoki) 244 Figure 183: Fake Angry Birds Game in China 248 Figure 184: Fruit Ninja pirated version on a Chinese Tablet 248 Figure 185: iPhone Smurf Village Piracy in China (credit: insidemobileapps) 250 Figure 186: iphone ipad Where is My water game Piracy (credit: insidemobileapps) 250

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List of Tables
Table 1: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28 Table 2: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28 Table 3: Strategic Impact Analysis of Consumer Attitude vs. Youth Gamer vs. Technology vs. Network Standard vs. Mobile Device vs. Business Model vs. Mobile Gaming Dynamics on Mobile Gaming in Asia 31 Table 4: 10 top 2011 MMG list by Android vs iOS 55 Table 5: List of top 10 Mobile social Gaming of 2011 57 Table 6: Top 4 MLBG (mobile location based game) 58 Table 7: List of Top Mobile Video Game Freemium Download 60 Table 8: Top 10 mobile casual game by iOS & Android 63 Table 9: List of Top 10 Cross Platform Mobile Game 2011 72 Table 10: Comparison of Google Play & Apple Store Distribution Model 82 Table 11: 11s Key Considerable Mobile Gaming Strategies 85 Table 12: 26 Mobile Gaming Business Model Descriptions 87 Table 13: Revenue sources vs. cost items as per eco system player affecting business model 88 Table 14: Game Balancing Methods in Virtual Economy 90 Table 15: Potential risk & solution in F2P virtual economy 91 Table 16: APAC vs. SEA vs. CEA vs. ME vs. SA Market Value Share % among Total Asia Mobile Gaming Market 101 Table 17: Mobile Gamming Market Value APAC vs. SEA vs. ME vs. CEA vs. SA 2012-2017 102 Table 18: APAC: 10 country-wise market value 2012-2017 103 Table 19: SEA: 10 country-wise market value 2012-2017 103 Table 20: ME: 17 country-wise market value 2012-2017 104 Table 21: CEA: 5 country-wise market value 2012-2017 104 Table 22: SA: 6 country-wise market value 2012-2017 105 Table 23: Ecosystem-wise Revenue Split in Asia 2012-2017 106 Table 24: APAC ecosystem wise revenue source 2012-2017 109 Table 25: SEA ecosystem wise revenue source 2012-2017 110 Table 26: ME ecosystem wise revenue source 2012-2017 110 Table 27: CEA ecosystem wise revenue source 2012-2017 110 Table 28: SA ecosystem wise revenue source 2012-2017 111 Table 29: Revenue Share in amount USD across Asian Value chain Stakeholder 2012-2017 113 Table 30: APAC Value Chain Stakeholder Revenue Share amount 2012-2017 113 Table 31: SEA Value Chain Stakeholder Revenue Share amount 2012-2017 114 Table 32: ME Value Chain Stakeholder Revenue Share amount 2012-2017 114 Table 33: CEA Value Chain Stakeholder Revenue Share amount 2012-2017 115 Table 34: Value Chain Stakeholder Revenue Share amount 2012-2017 115 Table 35: APAC Country Mobile Game Genre Deployment Chart 2012 125 Table 36: SEA Country Mobile Game Genre Deployment Chart 2012 125 Table 37: ME Country Mobile Game Genre Deployment Chart 2012 126 Table 38: CEA Country Mobile Game Genre Deployment Chart 2012 127 Table 39: CEA Country Mobile Game Genre Deployment Chart 2012 127 Table 40: 23 Asian Mobile Gaming Developer/Publisher Revenue vs. % contribution of Mobile Gaming 2011 132 Table 41: Male vs. Female Game Genre Preference List 149

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Mobile Gaming Asia: Market and Forecast Analysis, 2nd Edition


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