The document summarizes key differences between the Chinese and global mobile game markets. It notes that console games are unpopular in China, while MMORPGs, browser games, and now mobile F2P games have boomed. Chinese mobile games focus more on operations like promotions to increase spending versus product improvements. Hardcore players dominate revenues in China. Localization, distribution channels, payment methods, and monetization also differ from Western markets. The document provides an overview of trends in China and opportunities for Western games to succeed by adapting to the Chinese market.
10. China Game Market Overview
4,965
2,313
1,308
602 523
12
0
1,000
2,000
3,000
4,000
5,000
6,000
MMORPG Casual
Client Game Web Game Social Game
Online Game Market Mobile Game Market Console Game
2012 China Game Market (xMillion USD)
11. China Game Market Summary
• Console Games are not popular in China.
• MMORPG first exploded.
• Browser Games then boomed.
• Paid games attract few players in China.
• F2P games are rapidly developing in China.
12. Differences in Marketing
• There are no OPEN mobile social platforms.
• Mobile advertising has not been well-developed.
14. Differences in Operation
• Different Orientations of marketing and operation
(User acquisition + Operation activities + Customer service）
– The overseas companies are Pruduct-Oriented.
• Improve functions – Acquire Data – Keep Optimization
– Chinese companies are Operation-Oriented.
• Promotion campaigns – Lift ARPPU and Purchase Rate
• Hierarchy in costumer service
• Motto for Asia:
“All metric performances can be changed by operation
events.”
15. Differences in Players
• Huge income gap in Chinese players
– Purchase Rate=2% ，Monthly ARPPU=$150
• Hard-Core players dominate the market
– 80% revenue accounts for 20% players
• Distinctive consumption behaviors
– Equipment, limited products and acceleration
are cognitive items for Chinese players.
16. Differences in Payment
• Big orders are essential for Chinese company.
– iOS: 99 USD / order
– Android: 2000 USD / order
• Alipay and Carrier Billing are also the popular
payment methods.
18. Current Product Trends in China
TOP 25 2013.03 2013.09
Card Battle 11 8
SLG 7 6
MMORPG 4 5
Casual 2 3
• Card Battle Games hit 2013
• SLG shares reasonable market space
• MMORPG grows, similar to PC client
game
• Casual game market would be
monopolized by WeChat
• Only COC and MA are imported
19. Overseas Product Opportunities
• High quality casual games
– Angry Birds, Temple Run, Where’s My Water already hit China
• Blank record of western online mobile games
– Clash of Clans has no android version
– 10+ copy COC in china android market
• Don’t try the unfamiliar game theme
– Three kingdoms，Martial Arts
• High quality & long life-time-circle product
– China will become the country with the most amount of mobile game
products.
– China’s product need more improvement in short term.
20. Key Factors for Western Online
Games in China Market
• Localization (Game Contents & Marketing Contents）
• Coverage of TOP distribution channels
• Operation events planned for Chinese players
• Adjustment of Chinese monetization
• Powerful local service
21. MUHE Network
• Start up in 2010
• Now 330 employees (60% in development dept.)
• Globalization Vision
• Devoting in Mobile Game Development and Publish
• Already covered
Chinese, Korean, Japanese, English, German,
French, Russian, Portuguese markets
