English speech for Asia-Pacific Students Entrepreneurship Society on July 7th, 2013, in National Taiwan University

1. Intro of Taiwan Game
Industry for Startups
Christina Hsu

2. Agenda
 Self Introduction
 Basic Ideas of Game Industry
 A Glance at Taiwan Game Industry
 Gamers’ New Era for Startups
 Q&A

3. Self Introduction

4. About Me
• ID: Christina Hsu ( 徐志瀟 )
• HP: 17 Years Old (Since 1996)
• Guilds: UserJoy( 宇峻奧汀 ) 、 Dreamforce ( 次
方 ) 、 Lager ( 雷爵 ) 、 Gamania ( 遊戲橘
子 ) 、 FunTown ( 戲谷 )
• Attributes: Game Designer (assistant of ADM and
CS ) 、 Marketing Manager 、 Product Manager
、 Biz Dev. Manager 、 Market Intelligence
Researcher 、 Producer
• An Indie game developer since 2013, CEO of
Purple Cat Game Studio

5. My Strength in Game Industry
 Go through the complete flow
 Pitch ➙ Proposal ➙ Development ➙ QA ➙
Manufacture ➙ Release ➙ Distribution ➙
Marketing ➙ Operation
 Cross-platform, multi-devices
 PC, Console, Mobile (Missing Part: Arcade)
 Set-top-box, Inflight Game
 Cross-culture Experience
 Dozen Version for Ten Territories
 BD, Localization, Support

6. Purple Cat Game Studio
 Goal: Make the World A Better Place with Our
Games
 Focus on Cross-platform development
 App and Browser-based
 New Devices (Google Glass?)
 Business Model
 Subscription
 F2P + IAP
 IAD

7. Basic Ideas of Game
Industry

8. At first, we start from an idea…At Last, Games for Players

9. Administration, Finance, Human Resource, and so on
Game Development
In-between, Lots of Work
Publishing / Operation

10. PC (DT, LT, Netbook)
Games
Mobile Games
Arcade
Console (Video) Games
Categorized by Platform
Handheld Console Smart Phone / Tablet

11. Single-player
(Offline) Games
Categorized by Internet
Connection
Online GamesLAN Games
Client-based
Browser-based (Web Game)
MMOG
Match-
making

12. Categorized by Genre
FPS( 第一人
稱射擊 ,First
Person
Shooting)
Music
( 音樂節
奏 )
Adventure
( 冒險 )
ACT( 動作 ,
Action)
Puzzle
( 益智 ) Racing
( 競速 )
Sports
( 運動 )
Word ( 文
字 / 解謎 )
Card &.
Board
( 棋牌類 )
SIM( 模擬 ,
Simulation)
STR( 策略 ,
Strategy)
RPG ( 角色
扮演 ,Role
Playing
Game)
Genre 遊
戲類型
( 玩法 )

13. Industry Chain (Old Rules)
Game Studio
Content
Provider
IP Provider
Service
Provider
Game
Publisher
ISP
Channel
Game
Operator
Game
Distributor
Retail Points
Connection Media Cyber Cafe
End User Game Player

14. A Glance at TW Game
Industry

15. Market Value

16. The Winner Takes It All?
 Top 3 in Taiwan owns 72%+ Market
Share
 For Apps, Top 2% earns 90%+ revenue
GTSM, Jan. 2013

17. 1999
Mobile
Games
17
Paradigm Shift
2005 2010
SNS
Games
2009
Browser
Games
2007
F2P Biz
model
Online
Game
1988
Developed
in Taiwan
~1980
Pirate / Localized / Licensed / Outsourced Games

18. Customers Segmentation in
Taiwan
Gamers
Heavy
Users
General
Users
Light Users
Eastern StyleWestern Style
Players
High ARPU
Big Market Scale
Hardcore Users

19. Gamers’ New Era for
Startups

20. Eco-systems Change the Rules

21. Smart Phones: Penetration in
Taiwan
MOEC, Nov. 2011

22. iOS vs. Google Play:
Downloads
AppAnnie, May 2013

23. iOS vs. Google Play: Revenue
AppAnnie, May 2013

24. Revenue per Download, March
2013
Revenue per Download, iOS Games, March 2013
Revenue per Download, Google Play Games, March
2013
AppAnnie, May 2013

25. Self-publish or get published?
 Get published?
 If you get solid commitments on
marketing budget and
promotional efforts
 Self-publish?
 Promote budget to make
Apple/Google feature your app
 Big Data Analysis to improve UX

26. My Opportunities & Challenges
 Purple Cat is a small studio: Survival First
 Our Own Titles vs. Work For Hire
 Find Talents
 Management (project, finance ---)
 Innovation
 Core Gameplay
 Business Model
 Global Market
 Global Competitors

27. Thank You

28. Q &. A
Find Me at:
 www.facebook.com/christina.hsu.37
 ( 徐志瀟 ) (Christina Hsu)
 Chris_9801
 Chris_9801 ( 貓奴 Chris 鍋貼 )
 Christina Hsu