“China-First” Strategy: Optimize Your Game for the

Soon-to-Be World’s Largest Mobile Games Market

William Heathershaw, Developer Relations, SkyMobi

Updated November 2014

• Maopao app platform

– 30 million MAU

– 400,000 new users daily

• Publishing– 100+ distribution partners

– 9 year operators relationships

– Use Maopao for testing before publishing

• Nasdaq-listed, Sequoia funded

Today’s Presentation

• Why “China First”

• Top 10 Games in October 2014

• Preferences & Trends of Largest User Segment

80% of Chinese Access Internet via Device

Source: KPCB

1.48

3.2

8.1

1.1

3.1

7.9 77%

96% 97%

0%

20%

40%

60%

80%

100%

0

2

4

6

8

10

Jun 2013 Dec 2013 Jun 2014

Total Numbers of Devices Actively Used and Devices Used for Games

Between June 2013 and June 2014

Active Mobile Device Active Game Devices Proportion

Total Number of Active Devices and Devices Used for Games 6/13-6/14

More Mobile Smart Devices in China than People in Europe

CPI Increased 41% YoY

Hollywood’s “China First”

Top 10 Games in OctoberQihoo 360

Luan Dou Xi You (MOBA)

Fun Fest (Match 3)

Chinese Poker

Dragon Oath 3D (MMORPG)

Fishing Joy 3 (General Arcade)

Dao Ta Chuan Qi (MMO/Cards/Strategy)

Popstar! (Puzzle)

Temple Run 2 (Runner)

Lightning 2014 (STG)

PvZ 2 (Strategy)

Summary of Top 10

4 Casual; 4 Mid Core; 2 Core

• 1 Strategy• 1 Runner• 1 Puzzle• 1 Match 3• 1 Strategy/Card• 1 MMORPG• 1 Chinese Poker• 1 General Arcade• 1 MOBA• 1 Shooting

Summary of Top 10 (September)

• 2 Strategy

• 2 Runners

• 2 Fighting

• 1 Match 3

• 1 STG

• 1 Card battle

• 1 General Arcade

6 Mid Core; 4 Casual

SkyMobi Portfolio

Dungeon Quest, ShinyBox

(ARPG)

Major Mayhem, Rocket Jump (Shooting)

King Pele, Cosi Productions (Sports)

Skiing Fred, Dedalord (Runner)

Battle Towers, Game Insight (Strategy)

Beach Buggy Racing, Vector Unit (Racing)

Preferences & Trends

from 3nd Tier Cities

1st Tier cities only have 10%

of China’s population

1st Tier Cities: Beijing,

Shanghai, Guangzhou,

Shenzhen

Distribution of Active Devices in Chinese Cities

Fun Game FeaturesDifficulty

7% Special effects and audio

8%

Gorgeous images8%

Reasonable IAP or FTP

12%

Innovation Play Style

14%

Rewards16%

MultiPlay Gamer17%

Challenging18%

Criteria Considered When Choosing Game

Icon7%

Screenshots8%

Package Size12%

Name13%

Ratings19%

Number of Downloads

19%

Game Description22%

How to Choose GameTV, newspapers,

traditional advertising

5%

BBS, Post Bar, Microblog

8%

Other9%

Mobile Ad21%

Friends23%

Mobile Appstore34%

Why Spend Money in Game?Affected

by friends

9%

buy items to decorate

29%

Speed up the pace of the game

29%

pay to pass the level33%

Technical Requirements

Wifi vs Cellular Network Usage for Downloads

Source: Maopao appstore

Majority of Users Download with Data

238 251

271

316

377

282 298 303

323

354

Q1-13 Q2-13 Q3-13 Q4-13 Q1-14

AVG.RAM

AVG.ROM

Handset Performance Increasing,

but yet Relatively Low End

Source: Maopao appstore

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