Gerald Tock, CEO, Inzen Studio Presented at GMGC2015 Beijing To view the video please visit: http://

1. A Strategic Guide to S.E.A.
Global Mobile Game Congress APR 2015
Actionable tips to planning for and approaching the (6) markets within 2 quarters

2. This is Me (and how my perspective has been shaped)
Co-Founder and
CEO
Inzen Studio
Research and Innovation Game Development
Industry Development and
Funding
11 years in the Industry
Current Focus:
Business Development
Strategic Partnerships
Strategic Planning
Financing
Operations
Financing
Game Design
Operations
Industry Planning
Co-financing
Mentoring
Worked with world-class publishers
via studios:
Financing
Game Design
Operations

3. These are some of the people who shape my views through Inzen’s Board
Harveen Narulla
Executive Chairman
Hatcher (Singapore)
Middle East & Africa
MARKET ACCESS
Song Wei
Secretary General
Global Mobile Game Confederation (China)
China
MARKET ACCESS
Specialises in investments for
technology companies and
platforms in finance and media
over US$600m in funds managed
Other Portfolio Companies:
Leading business network of
mobile game business leaders globally
A snapshot of some
GMGC Member Companies:
Masahiko Honma
Co-Founder and General Partner
Incubate Fund (Japan)
Japan and Korea
GAME SOURCING
Backed by:
Other Portfolio Companies:
3

4. Here’s a sample structure of a game company – see if you can identify with it
Average Game Developer
Prototyping Team
Production Team
Product/Biz Team
~US$400,000 per year
~US$33,000 per month
Average Publisher
Evaluation Team
Product/Biz Team
Marketing and Ops Team
Support Team
~US$750,000 per year
~US$63,000 per month
And here’s the operating cost, on average

5. To sustain and grow, you must find markets that are big enough to support your monthly burn
Average Game Developer
~US$400,000 per year
~US$33,000 per month
Average Publisher
~US$750,000 per year
~US$63,000 per month
Main Market Revenue
Secondary Market Revenue
?

6. To assess that, let’s take a look at the Value Chain first
Average Game Dev Average Publisher Average Platform Player
- Develops Game
- Develops Content
Updates
- Makes Content Tweaks
for various markets
- Finds Appropriate
Platforms for the game
- Markets Game to player
base
- Operates In-Game events
- Plans Co-marketing
Activities
- Plans Content Updates
- Provides Storefront for
users
- Provides Billing
- Markets Game to users
- Plays
- Pays
- Refers friends
$0.35 $0.35 $0.30 $1
$0.28 $0.42 $0.30
50:50
40:60
$1

7. Let’s assume that the total sales revenue is $100,000
- Develops Game
- Develops Content
Updates
- Makes Content Tweaks
for various markets
- Finds Appropriate
Platforms for the game
- Markets Game to player
base
- Operates In-Game events
- Plans Co-marketing
Activities
- Plans Content Updates
- Provides Storefront for
users
- Provides Billing
- Markets Game to users
- Plays
- Pays
- Refers friends
$28,000 $42,000 $30,000 $100,000
~US$33,000 per month ~US$63,000 per month
Average Game Dev Average Publisher Average Platform Player
40:60

8. Let’s try for an assumption that sustains both the Publisher and the Developer
- Develops Game
- Develops Content
Updates
- Makes Content Tweaks
for various markets
- Finds Appropriate
Platforms for the game
- Markets Game to player
base
- Operates In-Game events
- Plans Co-marketing
Activities
- Plans Content Updates
- Provides Storefront for
users
- Provides Billing
- Markets Game to users
- Plays
- Pays
- Refers friends
$56,000 $84,000 $60,000 $200,000
~US$33,000 per month ~US$63,000 per month
Average Game Dev Average Publisher Average Platform Player
40:60

9. Let’s go macro, here’s the Broad Data on S.E.A.
Thailand
(TH)
Malaysia
(MY)
Singapore
(SG)
Indonesia
(ID)
Vietnam
(VN)
Philippines
(PH)
China
(CN)
Game Rev (in m) 230.3 214.2 201.6 181.1 155.8 96.8 4,400.00
Total Players (in m) 13.8 13.5 2.7 30.7 29.6 25.1 357
Game Rev/Total Players $16.69 $15.87 $74.67 $5.90 $5.26 $3.86 $12.32
Sources:
1. Data in table from: 2015 Global Mobile Games Whitebook, Newzoo
2. Data on total players and in China from: http://technode.com/2015/02/10/chinese-mobile-games-revenue-grew-145-percent-in-2014/
3. Data on % of paying players in China from: http://venturebeat.com/2014/08/04/chinas-mobile-game-market-to-grow-a-scorching-93-to-2-9b-in-2014/
% who spent money
in the last 3 months 49% 43% 38% 29% 49% 48% 38%
The top 3 in each category

10. Let’s look at how Chinese games/Chinese companies are doing in SEA – What do we observe?
TH VN ID
6 8 6 8 3 5

11. Here’s an overview of some of the key players and possible partners?
Game Developer Publisher Platform
VN | Appota | VN and ID
TH | ini3 | TH
SG | Garena | TH, VN and SG
CN | Elex | TH
CN | Digital Sky Entertainment | VN and ID
CN | Kunlun Games | TH, VN, ID
CN | Camel Games| ID
VN | VNG | VN
TH | NHN/Line | TH and ID
Backed by Softbank
Backed by Tencent

12. A Step-by-Step Guide to Market Entry in 6 months
Study Phase: (1-3 months)
1. For the game: test in one market first, preferably your home market
2. Identify a potential audience in a secondary market.
a) Study the revenue potential.
b) Study the games.
c) Understand audience tastes.
3. See who the value chain players are.
4. Assess the potential partners for mutual fit.
5. Try to find a way to be introduced in.
Evaluation Phase: (1 month)
1. Understand how you fit into their growth plans
2. Understand how your game fits into their portfolio
a) Is your game a traffic builder? Revenue generator? Part of the portfolio
Discussion Phase: (1-2months)
1. License fees
2. Advances
3. Marketing commitments
4. Revenue share

13. In Summary
1. Operation Model
2. Minimum Survival Requirement
3. Value Chain and Revenue Shares
4. Conceptual Market Assessment and Possible Entry Criteria
5. An overview of the key parties in SEA.
6. A Step-by-step guide to Market Entry