Licensing Games in Southeast Asia 101 | Robin Ng

Licensing Games in Southeast

Asia 101Robin Ng

Director – International Business & Strategic DevelopmentAsiasoft Corporation PCL

About ME!

My name is Robin Ng

International Business Director of Asiasoft

Into mobile stuffs since SMS days

Focusing on SEA market since mobile growth starts

A

Leading Game Publisher in SEA

15 Years

6 Countries

600+ Staff

33 Published Games

150m Gamer Base

Public Listed in Thailand

About ASIASOFT

South East AsiaThe Market Potential

South East Asia is a region- 11 Countries

- Different Languages

- Different Cultures

- Different Behavior

- Different Likes

- East Meets West

Sizing the South East Asia Market

• Young Population• Hungry for Content• Smart Phone Conversion

• Improved mobile networks (4G, LTE)• Increased Income Level• Lifestyle Changes & Trends


• Smartphone penetration is less than 35% of the population• Mobile penetration rate is more than 100% for all countries • People are buying smartphones as their first digital device than a PC


Thanks to Google for android open platform

Thanks to China for the low cost android phones

Thanks to Social Media & Entertainment Content for fueling the demand


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• Thanks to Apple for helping to segregate the market

• Paying consumers has a higher chance to use an iPhone

• Credit Card Penetration less than 6% for most countries


Licensing Games to PublishersHow to & not only to SEA Publishers

Licensing a game for a publishers is like a marriage.

Choosing the one that prevails is the taunting task that face many challenges

Too Much, Too Many! All looks Good but which suits ME most?

How well do you KNOW a Publisher?

DO YOU KNOW?- How we test games?- How we evaluate a game?- What are we looking for?

What are Publishers LOOKING FOR in a game?

Everyone has different expectations, IP, Game Performance, Game Uniqueness, Suitability, Consumer Acceptance & more…

How WELL PREPARED are you in facing or pitching or selling to a publisher?

Your Company Profile Your Game Profile Your Game Metrics Your Game Test File*

How are you going to SELL a game to a Publisher?

Does knocking on doors work?How many doors can you knock?How many doors get slam into your face?

Track records matters!Are you looking for short term or long term?

Which Publisher can WALK the talk for your game?

For Game Developers, There could be several suitors coming at the same time.

CHOOSE the one that suits your strategy best.

Sometimes, the most flashy one may not be the one for you

Don’t think that all will be smooth going once you had a publisher!

The Road is definitely NOT SMOOTH ahead

Think Again,Is this the most SUITABLE partner?

The one with the best business or financial terms may not be the best partner

Publishers are ready to make the COMMITMENT to publish the game

UNDERSTANDING your partner is key to a long successful relationship

LEARN from your partner about the market, the consumers & the game

Right Partner = Happy Future!

The RIGHT partner will see lasting relations in times of GOOD and BAD

Only a HANDFUL of games will be pick up by publishers.

Competition is INTENSE

REVIEW & Review

DARE to scrap & drop

BUILD games, NOT SELL Games

STOP Daydreaming

Robin NgDirectorInternational Business &Strategic Development

Asiasoft Corporation PCLM: +65 8121 7577E: [email protected]: www.asiasoft.net

Skype: dweeteng LINE: dweeteng Kakao: dweetengWeChat: robinasiasoftTwitter: dweeteng

Contacting Me!

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Credits to Information Source

• We Are Social

• Niko Partners

• Nielsen

• Waiwai marketing

• Chartboost

• Asiasoft

• Appannie

• Facebook

• Google – helping me on the searches

Licensing Games in Southeast Asia 101 | Robin Ng

Technology

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