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EMERGING MARKETS
The India opportunity in mobile games

Making the next billion people play.
1
Delivering mobile solutions across segments and platforms, we have worked with major brands
across the globe.With 1400+ apps, 200 million+ downloads, we have a diverse portfolio.
ROBOSOFT: WHAT WE DO
© Robosoft Technologies
Key Services
APP STRATEGY DESIGN ENGINEERING
Key Segments
CONSUMER
MOBILITY
GAMES &
ENTERTAINMENT
ENTERPRISE
MOBILITY
© Robosoft Technologies
A FEW KEY CLIENTS
GAMING PROJECTS DEVELOPED FOR
© Robosoft Technologies 1996-2015 – Confidential Document
© Robosoft Technologies
2014
2013
“GameYourVideo” - Macworld Best of Show, App of the week
“Times of India” and “VideoPind” - IAMAI
“NDTV” - Asian Digital Media Awards
“Boom” - Macworld Best of Show
“Jim and Frank Mysteries” - Apps fire Award, NASSCOM Super Pitch
“Jim and Frank Mysteries” - Runner up Apps Star Award
“NDTV” - Asian Digital Media Awards
2012
2011
2010
“Nick World” - Social Media & Digital Marketing Award, CMO Asia
“Dhoom 3:The Game” - IDMA Awards, FICCI, The Smarties
“Paytm” - IAMAI
Pre
2010 “The Movies” - BAFTA
“Dhoom 3:The Game” - Windows Million Downloads Club
“WWFTogether” - App Store BEST of 2013
“NDTV” - IAMAI
6
Star Chef Camera Plus
EMERGING MARKETS & INDIA
OPPORTUNITY FOR MOBILE GAMES
7
8
26.3 bn
Global Game Market: 2015
Total Gaming
Mobile Gaming
CAGR 2013-207: +8.1%
CAGR 2013-207: +19.1%
Source: Newzoo
88.4 bn
BY 2017, 35% OF THE TOTAL
GAMING BIZ OF
$100 BILLION IS LIKELY TO BE
ON MOBILE.
9
10
At $59 bn,Asia, E-EU,
LATAM, MEA will
account for
57% of the
total gaming
market in 2017.
EMERGING MARKETS: DOMINANT
INDIA: THE BEAST AWAKENS
11
WHAT FAVOURS INDIA?
12
1. IT’S A BIG COUNTRY
13
NOT JUST NUMBERS - OPPORTUNITY
14
1.2 billion 900 million 100
-120
million
Population Mobile subscriptions Smartphone population
BEYOND NUMBERS
15
Rising incomes,
evolving lifestyles
Demand for
aspirational products,
services
Youth and Increasing
use of 3G
7.2 MILLION VIDEO VIEWS ON HOTSTAR APP
ON DAY 1 OF INDIAN PREMIER LEAGUE. 6X OF PREVIOUSYEAR
16
2. IT IS AYOUNG COUNTRY
17
18
65%of India is under
35 years of age.
50%of India is
under 25 years
of age.
3. INDIA IS MANY COUNTRIES
19
20
The Indian market can be sliced in many ways
THE IMPLICATION FOR ALL MARKETERS
1. India will adopt to newer technologies and bypass stages of step-by-step category
development
2. It is not about getting into the mobile phone category with feature phones and
gradually moving up the ladder
3. Smartphones with high-end features & specifications popular and growing
4. There is a market for everything - from value conscious to super luxury
21
4. SMARTPHONE EVERYWHERE
22
23
Internet enabled smart phones in India
0
125
250
375
500
2014 (E) 2015 (P) 2016 (P) 2017 (P) 2018 (P) 2019 (E)
24
$100 - $150 phones with
premium features and messaging
BEYOND NUMBERS, PRESSINGTHE
RIGHT BUTTONS
• Brands appeal to the youth through positive messaging of empowerment and success
• Being affordable is not equal to being ‘cheap’
• ‘I want it all, I want it now and I want it on my terms’
• Implication for gaming: best in class experience approach - not aiming for the
lowest common denominator
25
5. ENTERTAINMENT IS IN INDIA’S DNA
26
The power of Movies. Music. Comics. TV.
History. Fables. Mythology.

Multiplied by languages and regional
preferences.
28
IMPLICATIONS FOR MOBILE GAMES:
INSPIRATION GALORE
1. Rich, varied source of inspiration for themes: movies to comics to folklore to
mythology
2. Possible to target different significantly large niche segments: kids, learning, youth, urban
29
6. WE ASSIMILATE AND LOCALISE
30
31
32
7.WE SEEKTO EXTRACT
MAXIMUMVALUE
33
34
"I'm from Ahmedabad where we
have a saying, 'single-fare, double
journey'

~ Narendra Modi, Prime Minister
of India
IMPLICATIONS FOR DIGITAL PRODUCTS
• Across categories - maximum features, minimum possible price is the mantra
• Consumers pay only if they see true value
• In messaging apps, consumers pay for stickers , virtual currency, games, upgrades,
physical good purchases*
• In-app purchase price points: $0.99 - expensive ; $2.2 - very expensive*
35 *Source: InMobi
8. MAKE IN INDIA, MADE FORTHE WORLD
36
37
More than a slogan, an integrated approach
MADE IN INDIA, MADE FOR THE WORLD IS ALREADY
A SUCCESS STORY.
ESPECIALLY IN DIGITAL PRODUCTS & APPS
38
THE CHALLENGES OF INDIA
• Poor broadband penetration and speeds: impact size of app downloads
• Varying hardware specifications to cater to
• Consumer reluctant to pay for value adds and digital goods
39
THE SOLUTIONSTO CHALLENGES
• Free-To-Play / Freemium advt. supported games
• Casual / ultra-casual games with smaller downloads to appeal to larger base
• Localisation - both in content and context
• Micro-transactions / subscription based monetisation.
40
IN SUM
• The India opportunity is one of both numbers and beyond
• India is many countries in one - with several lucrative segments for digital products &
gaming
• India’s rich history, diversity and entertainment industry offers huge opportunities for
mobile games
41
THANKYOU
42
www.robosoftin.com @Robosoftninad.chhaya@robosoftin.com

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The India opportunity in mobile games

  • 1. EMERGING MARKETS The India opportunity in mobile games
 Making the next billion people play. 1
  • 2. Delivering mobile solutions across segments and platforms, we have worked with major brands across the globe.With 1400+ apps, 200 million+ downloads, we have a diverse portfolio. ROBOSOFT: WHAT WE DO © Robosoft Technologies Key Services APP STRATEGY DESIGN ENGINEERING Key Segments CONSUMER MOBILITY GAMES & ENTERTAINMENT ENTERPRISE MOBILITY
  • 3. © Robosoft Technologies A FEW KEY CLIENTS
  • 4. GAMING PROJECTS DEVELOPED FOR © Robosoft Technologies 1996-2015 – Confidential Document
  • 5. © Robosoft Technologies 2014 2013 “GameYourVideo” - Macworld Best of Show, App of the week “Times of India” and “VideoPind” - IAMAI “NDTV” - Asian Digital Media Awards “Boom” - Macworld Best of Show “Jim and Frank Mysteries” - Apps fire Award, NASSCOM Super Pitch “Jim and Frank Mysteries” - Runner up Apps Star Award “NDTV” - Asian Digital Media Awards 2012 2011 2010 “Nick World” - Social Media & Digital Marketing Award, CMO Asia “Dhoom 3:The Game” - IDMA Awards, FICCI, The Smarties “Paytm” - IAMAI Pre 2010 “The Movies” - BAFTA “Dhoom 3:The Game” - Windows Million Downloads Club “WWFTogether” - App Store BEST of 2013 “NDTV” - IAMAI
  • 7. EMERGING MARKETS & INDIA OPPORTUNITY FOR MOBILE GAMES 7
  • 8. 8 26.3 bn Global Game Market: 2015 Total Gaming Mobile Gaming CAGR 2013-207: +8.1% CAGR 2013-207: +19.1% Source: Newzoo 88.4 bn
  • 9. BY 2017, 35% OF THE TOTAL GAMING BIZ OF $100 BILLION IS LIKELY TO BE ON MOBILE. 9
  • 10. 10 At $59 bn,Asia, E-EU, LATAM, MEA will account for 57% of the total gaming market in 2017. EMERGING MARKETS: DOMINANT
  • 11. INDIA: THE BEAST AWAKENS 11
  • 13. 1. IT’S A BIG COUNTRY 13
  • 14. NOT JUST NUMBERS - OPPORTUNITY 14 1.2 billion 900 million 100 -120 million Population Mobile subscriptions Smartphone population
  • 15. BEYOND NUMBERS 15 Rising incomes, evolving lifestyles Demand for aspirational products, services Youth and Increasing use of 3G
  • 16. 7.2 MILLION VIDEO VIEWS ON HOTSTAR APP ON DAY 1 OF INDIAN PREMIER LEAGUE. 6X OF PREVIOUSYEAR 16
  • 17. 2. IT IS AYOUNG COUNTRY 17
  • 18. 18 65%of India is under 35 years of age. 50%of India is under 25 years of age.
  • 19. 3. INDIA IS MANY COUNTRIES 19
  • 20. 20 The Indian market can be sliced in many ways
  • 21. THE IMPLICATION FOR ALL MARKETERS 1. India will adopt to newer technologies and bypass stages of step-by-step category development 2. It is not about getting into the mobile phone category with feature phones and gradually moving up the ladder 3. Smartphones with high-end features & specifications popular and growing 4. There is a market for everything - from value conscious to super luxury 21
  • 23. 23 Internet enabled smart phones in India 0 125 250 375 500 2014 (E) 2015 (P) 2016 (P) 2017 (P) 2018 (P) 2019 (E)
  • 24. 24 $100 - $150 phones with premium features and messaging
  • 25. BEYOND NUMBERS, PRESSINGTHE RIGHT BUTTONS • Brands appeal to the youth through positive messaging of empowerment and success • Being affordable is not equal to being ‘cheap’ • ‘I want it all, I want it now and I want it on my terms’ • Implication for gaming: best in class experience approach - not aiming for the lowest common denominator 25
  • 26. 5. ENTERTAINMENT IS IN INDIA’S DNA 26
  • 27. The power of Movies. Music. Comics. TV. History. Fables. Mythology.
 Multiplied by languages and regional preferences.
  • 28. 28
  • 29. IMPLICATIONS FOR MOBILE GAMES: INSPIRATION GALORE 1. Rich, varied source of inspiration for themes: movies to comics to folklore to mythology 2. Possible to target different significantly large niche segments: kids, learning, youth, urban 29
  • 30. 6. WE ASSIMILATE AND LOCALISE 30
  • 31. 31
  • 32. 32
  • 34. 34 "I'm from Ahmedabad where we have a saying, 'single-fare, double journey'
 ~ Narendra Modi, Prime Minister of India
  • 35. IMPLICATIONS FOR DIGITAL PRODUCTS • Across categories - maximum features, minimum possible price is the mantra • Consumers pay only if they see true value • In messaging apps, consumers pay for stickers , virtual currency, games, upgrades, physical good purchases* • In-app purchase price points: $0.99 - expensive ; $2.2 - very expensive* 35 *Source: InMobi
  • 36. 8. MAKE IN INDIA, MADE FORTHE WORLD 36
  • 37. 37 More than a slogan, an integrated approach
  • 38. MADE IN INDIA, MADE FOR THE WORLD IS ALREADY A SUCCESS STORY. ESPECIALLY IN DIGITAL PRODUCTS & APPS 38
  • 39. THE CHALLENGES OF INDIA • Poor broadband penetration and speeds: impact size of app downloads • Varying hardware specifications to cater to • Consumer reluctant to pay for value adds and digital goods 39
  • 40. THE SOLUTIONSTO CHALLENGES • Free-To-Play / Freemium advt. supported games • Casual / ultra-casual games with smaller downloads to appeal to larger base • Localisation - both in content and context • Micro-transactions / subscription based monetisation. 40
  • 41. IN SUM • The India opportunity is one of both numbers and beyond • India is many countries in one - with several lucrative segments for digital products & gaming • India’s rich history, diversity and entertainment industry offers huge opportunities for mobile games 41