3 Vectors of Social Casino Evolution in Asia Pacific | John B. Lin
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Delivered at Casual Connect Tel Aviv 2016. The arena of Asia Pacific social casino markets is massive in aggregate, remarkably complex, and across a starkly contrasting range in their development cycles. From the perspectives of genre, channels, social, and player sophistication, what can be taken from existing Western-style social casino games? What can be evolved / adapted? What can’t be? And what are the areas that must be reconsidered from the ground up?
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3 Vectors of Social Casino Evolution in Asia Pacific | John B. Lin
- 1. 1 3 Vectors of Social Casino Evolution in Asia Pacific John B. Lin Managing Director PlayStudios Asia john@playstudios.asia
- 2. PlayStudios is a Top 10 global revenue leader in Social Casino myVEGAS on Facebook myVEGAS Slots on Mobile myVEGAS Blackjack on Mobile Konami Slots on Mobile POP!Slots on Mobile myVEGAS Lucky Life on Mobile 2
- 3. Through our proprietary Rewards platform, we offer real world rewards from best-in- class destinations in casino resorts, travel, and entertainment 3
- 4. Asia Pacific is by far the largest and fastest growing mobile games arena worldwide, with 2 of the top 3 largest individual markets globally CHINA $6.5bn +46.5% $10.0bn NORTH AMERICA $6.5bn +15.1% Source: NewZoo, Japan MGF, Talking Data 2015 figures WESTERN EUROPE $3.7bn +12.0% 4 JAPAN $6.2bn +5.8% $9.5bn KOREA $1.9bn +8.7% REST OF APAC $1.8bn +69.1% ANZ $0.6bn +12.0% APAC $17.0bn +24.5% $23.8bn
- 5. 5Source: Superdata Research ...but Social Casino revenues in Asia Pacific are still only ~1/2 of North America 2016E ASIA SOCIAL CASINO REVENUE $926mm 2016E NORTH AMERICA SOCIAL CASINO REVENUE $1.7bn
- 6. The Asia Pacific social casino environment is highly fragmented CHINA JAPAN KOREA ANZ TAIWAN HK SGP SEA discovery Independent Android app stores iOS, GPS iOS, GPS iOS, GPS iOS, GPS, myCard iOS, GPS iOS, GPS iOS, GPS, independents payments WeChat, Alipay, Carrier Credit Card Credit Card Credit Card Credit Card, Pre-paid Card, Carrier Credit Card, Pre-paid Card Credit Card, Pre-paid Card, Carrier Pre-paid Card, Carrier, Bank Transfer social WeChat LINE Kakao Facebook Facebook, LINE Facebook Facebook, LINE LINE / Viber / Tango / Facebook language Simplified Chinese Japanese Korean English Traditional Chinese Traditional Chinese English, Trad Chinese Thai, Bahasa, VN Regulatory Unwritten sensitivity to Baccarat and Slots, licenses required MOF, SARFFT No regulations or restrictions on Social Casino Licensed and Highly regulated Bet, loss, purchase limits No IAP on house-banked games Few regulations or restrictions on Social Casino Few regulations or restrictions on Social Casino Few regulations or restrictions on Social Casino Few regulations or restrictions on Social Casino Few regulations or restrictions on Social Casino 6
- 7. 7 The largest markets in Asia Pacific are led by native operators; SEA has been more open and competitiveChina Japan South Korea Australia Taiwan Singapore Malaysia Hong Kong Indonesia Thailand Philippines Vietnam Made in Developer Game Type 欢乐斗地主·腾讯 1 20 n/a 20 21 16 16 10 20 19 21 22 CN Tencent Landlord 欢乐麻将·腾讯 2 27 n/a 22 27 26 25 17 25 26 22 30 CN Tencent Mahjong 欢乐斗牛·腾讯 3 n/a n/a n/a 19 28 n/a 13 n/a n/a n/a n/a CN Tencent Cards Mobage 海物語 Slots n/a 1 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a JP Butterfly Corp Slots CommSeed Slots 30 2 n/a n/a 32 n/a n/a n/a n/a n/a n/a n/a JP Commseed & GREE Slots Tokyo Casino Colopl n/a 3 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a JP Colopl Casino NET麻雀 n/a 4 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a JP SEGA Mahjong SLOT魔法少女 n/a 5 n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a JP Universal Ent Slots Neowiz Poker n/a 35 1 30 31 31 29 31 27 25 26 21 KR Neowiz Games Poker NHN Poker n/a n/a 2 n/a n/a n/a n/a n/a n/a n/a n/a n/a KR NHN Poker Netmarble Poker n/a n/a 3 n/a n/a n/a n/a n/a n/a n/a n/a n/a KR Netmarble Poker Let's Vegas Slots 25 34 n/a 21 1 24 6 8 17 22 24 10 TW UserJoy Slots 老子有錢 n/a n/a n/a 31 2 33 30 n/a 31 28 28 28 TW Galaxy Online Slots 神來也16張麻將 13 30 n/a 26 3 19 24 9 23 20 23 16 TW GameSofa Mahjong Heart of Vegas 12 18 n/a 1 14 5 10 6 8 7 11 11 US Product Madness Slots Slotomania 10 8 n/a 2 11 1 1 3 2 3 3 1 Israel + US Playtika / Caesars Slots House of Fun 6 11 n/a 3 13 3 7 5 7 2 5 6 Israel + US Playtika / Caesars Slots FaFaFa Slots 8 22 n/a 7 7 2 4 2 3 1 2 7 Taiwan IGS Slots Zynga Poker 18 10 n/a 8 10 4 2 7 1 4 1 2 US Zynga Poker Full House Casino 29 31 n/a 23 8 6 3 1 14 13 20 24 KR HK ME2ON Slots DoubleDown Casino 15 21 n/a 9 24 13 20 26 11 12 6 8 NE US IGT Casino Pokerist: Texas Poker 9 12 n/a 19 22 9 9 12 10 11 19 3 UK KamaGames Poker Source: App Annie, Jan 15 – June 16
- 8. Vectors of Evolution for Social Casino in Asia Channel 8
- 9. 9 Discovery and Payment Channels in key markets are disaggregated and led by native channels Source: umeng Qihoo 360, 33% Baidu, 23%Tencent, 7% Xiaomi, 5% Wandoujia, 5% UC, 4% Others, 23% China - Android App Store Market Share Taiwan - Payment Channel Composition of #1 Grossing Casino game iOS, 19% Google Play, 42% mycard, 39%
- 10. 10 Grossing Rankings of Western Social Casino games / SEA / 2015-2016 Singapore Malaysia Hong Kong Indonesia Thailand Philippines Vietnam Heart of Vegas 5 10 6 8 7 11 11 Slotomania 1 1 3 2 3 3 1 House of Fun 3 7 5 7 2 5 6 FaFaFa Slots 2 4 2 3 1 2 7 Zynga Poker 4 2 7 1 4 1 2 Source: App Annie, Jan 15 – June 16
- 11. Vectors of Evolution for Social Casino in Asia Channel Culturalization 11
- 12. 12 Zynga Poker
- 13. 13 Fa Fa Fa
- 14. 14 myVEGAS Slots myVEGAS Lucky Life
- 15. 15 We have culturalized our Rewards offering with Asia destinations and experiences
- 16. 16 Excalibur
- 17. 17 Betrock
- 19. 19 myVEGAS Lucky Life Coin In
- 20. Vectors of Evolution for Social Casino in Asia Channel Culturalization Genre 20
- 22. 22 In the real money casino market of Macau, baccarat dominates as the preferred game, developing ~20x revenue of slots 170,565 244,795 277,101 330,123 319,062 204,030 8,618 11,425 13,244 14,384 14,444 11,754 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 2010 2011 2012 2013 2014 2015 Baccarat Slot Machines Black Jack Cussec Stud Poker Roulette Other Games Source: Direccao de Inspeccao e Coordinacao de Jogos, Macau SAR MillionsofMacauPatacas
- 24. 24 Original Chance-based Game Genres
- 25. Vectors of Evolution for Social Casino in Asia Channel Culturalization Genre Player • Appetite for Content and Depth • Willingness to monetize • Choices • Continuous improvement in Device Quality / Wifi / 3-4-5G coverage 25
- 26. thank you!
Notas del editor
- The big 3 markets are dominated by native operators, that are offering their games in native languages only. TW and Australia are as well. In the remainder of the markets, SEA, you see that the Western operators, Sloto, House of Fun, Fa Fa Fa, Zynga, have made early in roads and have leadership positions with essentially unlocalized markets. China, Japan, Korea led by local operators – who haven’t crossed over to other markets 欢乐斗地主 / Tencent with top 3 CN games in China GREE, SEGA, Colopl in Japan SEA, ANZ markets have been a free-for-all and Western games have pushed to seize early market share Slotomania, House of Fun, FaFaFa, Zynga Poker, Heart of Vegas Culturalization is rare: only 4 games offer in more than 1 language
- We established a fully-resourced, autonomous team in Hong Kong for our Asia effort, including product, engineering, marketing, and rewards verticals in mid 2015. We soft-launched our first app, myVEGAS Lucky Life, to selected Asia markets this summer. As you can see here, our approach has been to preserve many of the conventions and balance of the original myVEGAS Slots UI but to culturalize the app via palette, language, re-theming, and other visual, dialog, and sound adjustments
- Many of you are familiar with our signature Rewards platform that is consistent across our apps, through which we offer Real World Rewards through our own loyalty program. Players may redeem their loyalty points for exciting experiences such as tasting dinners at Wolfgang Puck, Suite hotel stays at the MGM Grand Las Vegas, and even unique experiences like designing and operating the fountain show at the Bellagio Las Vegas. We have invested a substantial effort to attract, recruit, on-board, and offer Rewards that are relevant and within geographic reach of our target Asia audiences. Partners such as Genting Highlands in Malaysia, MGM Macau, Resorts World Manila, Prive Group of high end restaurants in Hong Kong, Shinyeh dining experiences in Taiwan, and others allow us to present aspirational rewards to our player base.
- With Fortune Charms, we followed a different approach – 100% ground up game design, including bonus, math, theme, sound design and language
- Mobage’s Super Sea Story slot app, the #1 social casino game in Japan, is typically rich and dense and takes some cues from the real-world pachinko world, like choosing your seat, and slam stopping the reels like a pachislot game.
- Mahjong is a near universal game among ethnic Chinese throughout the world; Tencent’s version shown here is dominant in China. You can see that they offer a couple regional styles. Boyaa and Ourgame also operate notable versions of these. The question that we and other developers have to ask ourselves is: - In markets like China, we are battling the complexity of the distribution and payment ecosystem, as well as the dominance of Tencent. Is there an angle or feature or gameplay that we can add to differentiate our Mahjong or DDZ app versus these early and entrenched players?
- Game of Dice combines the unversally understood mechanic, Dice / Monopoly with RPG progression, collection, and character building features Fishing Joy introduces the proposition economics of a slot game via a shooting mechanic; this game, of course, is widely known via its presence in entertainment centres throughout China.