This document discusses monetization strategies for mobile games in Southeast Asia. It provides an overview of the gaming market and revenue potential in key Southeast Asian countries. It then outlines approaches for monetization from the perspective of game publishers and content owners. Common payment options for games in Southeast Asia are also examined, including credit cards, prepaid cards, mobile payments, and online banking. Factors to consider when selecting the right payment options like coverage, fees, and regulations are highlighted. The document concludes with an overview of MOL's expansion and leadership in facilitating payments across Southeast Asia since its founding in 2000.

2. Monetization Strategies in
Southeast Asia
Preecha P.
Co-CEO : MOL Global, Inc.
July 9, 2015

3. SEA Market
Local languages: 8
Total gaming revenue: US $1.1 billion (2014), expected to double by 2017*, and surpass US $7
billion by 2019**
Major
Gaming Mkt.
Population
(m)
GDP per
Capita
Internet
Users (%)
Mobile
Phone (%)
Smartphone
(%)
Gaming
Revenue (m)
Indonesia 254 $3,514 15% 85% 43% $181
Malaysia 30 $10,829 67% 96% 71% $214
Philippines 107 $2,843 35% 87% 55% $97
Singapore 6 $56,286 72% 96% 88% $201
Thailand 67 $5,560 37% 96% 64% $230
Vietnam 93 $2,052 38% 93% 55% $156
*Source: Newzoo Report
**Source: Frost & Sullivan

4. Monetization – Publisher Approach
Awareness
Download/In
stall
Play Pay
Target/Media/CPI File Size/Stability Content/Community Design/Payment

5. Monetization – Content Owner Approach
Content Good content/Game Play/Stability/File Size/
Monetization Design
Publishing
Self Publishing/Local Publisher
Region-Global Publisher
Target/CPI
Payment
Coverage/Fee/Trust Worthy

6. Payment options in SEA
1. Credit Card
Selected Market 2013
(%)
2014F
(%)
2015F
(%)
Indonesia 2.6 2.7 2.8
Malaysia 16.7 17.3 17.9
Philippines 5.0 5.1 5.7
Singapore 55.2 57.5 59.6
Thailand 7.8 8.1 8.5
Vietnam 1.5 2.0 2.3
Source: The Frost & Sullivan report. Note: Percentages reflect the numbers of unique users of credit cards during
the specified periods as a percentage of the total adult population as of the end of such periods.
Credit Card Ownership in Selected Markets

7. 2. Prepaid Cards - Types
o game / company’s card -
o local third party card –
o multi-country card -
Payment options in SEA
(Games can use Mobile Topup Card to topup games)

8. 2. Prepaid Cards - Consideration Points
o Card distribution coverage
o Taxation
o Local Regulation
Payment options in SEA

9. 3. Mobile Payment - Types
o Premium SMS
o Direct Carrier Billing
Payment options in SEA

10. Easy2Pay covers Thailand, Singapore,
Indonesia, Philippines, Vietnam, and MENA

11. 4. Online Banking – Types
o Direct to the Bank
o PSP
Payment options in SEA

12. Example) In Vietnam, Nganluong connected to 24 banks
and provides all 4 types of payment option.

13. Payment options in SEA
How to select the right payment in SEA
Coverage
Reasonable Fee
Comply with local regulations
Good Credentials

14. MOL in SEA Market

15. From startup to market leader
2008
Singapore,
MOLReloads
in 7-Eleven
Malaysia
2009
Thailand
2010
Facebook
partnership
2001
MOLPoints
Malaysia
2000
Founded
2011
Philippines
& Indonesia,
MOLPay
USA,
Australia,
Brazil, New
Zealand
2012
Turkey,
Vietnam
&
Taiwan
2013
USD400+ mm volumes
Note: Volumes represent total volumes for all products.
USD300+ mm volumes
USD 500+ mm volumes

16. Q&A
Preecha P.
Email: preecha@mol.com
Line/Wechat/KakaoTalk: popidols