Post on 22-Jun-2015
description
Opportunities and Challenges in the Soon-to-Be World’s Largest Mobile Games Market
• Market Overview• Market Breakdown by City Tier• Overview of the largest Chinese user segment
William Heathershaw, Head of International Marketing, SkyMobi
Updated June 2014
China Mobile Internet Users as % of Internet Users
Source: KPCB
Percent of Global GDP
Source: KPCB
Conversion of Users to Paid and ARPPU
Source: Super Data
Comparison: Revenue per Download and CPI Q4 2013
Source: Chartboost/Distimo
Comparison: China and US CPI & ARPU
Source: Super Data
Comparison: China/US MAU & Annual Revenue
Source: Super Data
Know Who Your Customer Is
Population: 1.36 billion
Mobile internet users: 500 million
Mobile gamers: 266 million MAU
All these 266 million gamers are pretty much the same profile, right? NO
Classify Users by the Tiers of Cities in China
• Population• Provincial GDP• Cities with strong economic growth• Geography vicinity to other powerful cities• Advanced transportation infrastructure• Historical and cultural significance
Source: American Chamber of Commerce
Let’s Break it Down
1st Tier cities only have 10% of China’s population
1st Tier Cities: Beijing, Shanghai, Guangzhou, Shenzhen
Distribution of Active Devices in Chinese Cities
Annual Changes of Daily Sessions per User
Source: umeng
Distribution of Active iOS and Android Devices
Source: umeng
Top 5 Android Brands per City Tier (2014 Q1)
Source: umeng
I see the significance of focusing on lower tiered cities…but what do the users look like?
• Game Preferences• Game Preference Trends• User Behavior
Game Preference
Source: Maopao appstore
Game Preference Trend
Casual
Action
Card
Racing
RPG
Adventure
Time
Source: Maopao appstore
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore
Success Rates of Downloads Relative to App Package Size
Source: Maopao appstore
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
238 251
271
316
377
282 298 303
323
354
AVG.RAM AVG.ROM
Handset Performance Increasing, but yet Relatively Low End
Source: Maopao appstore
Most Responsive Time Periods to Promotions
Source: Maopao appstore
Games Are Most Important to 3rd Tier and Below
Source: umeng
“Hmm, do Chinese have money to spend?”
• Most affordable form of entertainment• Able to “show face” through games
Reaching China’s Largest Gamer Segment
• Maopao app store • Pre-installed on 40% of Android handsets sold today in China• 147 million users, 30 million MAU
• Partners• 100+ Chinese OEMs• 40,000+ China Unicom & China Mobile stores• 100+ distribution channels incl Tencent, Qihoo, Baidu, Xiaomi