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What are Game Publishers Looking For?

What are Game Publishers Looking For?

Presented by Johary Mustapha, CEO, Forest Interactive at GMGC Manila

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What are Game Publishers Looking For?

  1. 1. WHAT ARE GAME PUBLISHERS LOOKING FOR? 1
  2. 2. What are Game Publishers looking for? WHICH GAME STUDIO ARE YOU? 2 NEW GAME STUDIOS? EXPERIENCED GAME STUDIOS • Have you worked in a Game Studio in the past? • Do you understand the whole process of game development? • Was the previous Game Studio profitable or did it go bust? • Do you feel it gets mundane and you want to create something more challenging? • Would this exepreince last for 4 – 5 years at least? Or just 1 year? • Worked with a publisher before, didn‟t go well and lessons learnt. • Previous game had over a few million downloads. • Previous game was at least profitable. • Have secured the resources for game development for at least the next 12 months. • Has done „worked for hire‟ for another Game Publisher and now wants to launch their own IP.
  3. 3. What are Game Publishers looking for? 3 Categories you do not want to fall into New Game Studios Experienced Game Studios • I want to copy Clash of Clans – Thus I would become successful. • Even Flappy Birds could be successful, let‟s JUST publish a game and perhaps we would become the next success story. • Oh there‟s free money from the incubators, let‟s develop some games and perhaps we would get lucky. • There is money from VC‟s! Let‟s do something! • Our games broke even. We would license our next game for USD$500k. • My game is 3 years old, it can still make money within the next 5 years. • My games have millions of downloads, but where is the money? • Why are my players not converting?
  4. 4. What are Game Publishers looking for? 4 • Why does half of the Top 20 Games come from China? • What is the acceptable graphic quality? • How could you create something better then what is already there on the Apps Store?? • How do you relate to a wider game audience instead of a niche market? • PASSION is an „over-rated‟ word, and can no longer be used to develop games. BE CURIOUS AND DO YOUR RESEARCH!
  5. 5. 5 GETTING YOUR GAME PUBLISHED RESEARCH IS IMPORTANT
  6. 6. What are Game Publishers looking for? 6 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th 19th 20th Singapore Indonesia Thailand Philippines Vietnam Malaysia TOP 20 GROSSING GAMES IN SOUTHEAST ASIA RPG’s - Assasin Creed, Clash of Clan, Clash of Kings, Clash Royale, Summoners War, Clash of Lords, Lords Mobile, Pokemon Go Strategy – Game Of War, War Robots, Mobile Strike Casino - Slotomania, FaFaFa Slots Chinese - 剑侠情缘(Wuxia Online), Eternal Crusade-永恒纪元, 六龙御天(Loong Craft), 豬來了—聖誕特別版!, 射 雕英雄传3D-你就是大英雄 , 倚天屠龙记(新马版)-决战光明顶, 少年三國志, 策三國
  7. 7. What are Game Publishers looking for? 7 Indonesia Malaysia Singapore Vietnam Thailand Philippines •How many of these are from China? 7/20 •How many are RPG? 6/20 •How many are from their own countries? 1/20 •How many of these are from China? 8/20 •How many are RPG? 5/20 •How many are from their own countries? 0/20 •How many of these are from China? 9/20 •How many are RPG? 5/20 •How many are from their own countries? 0/20 •How many of these are from China? 12/20 •How many are RPG? 6/20 •How many are from their own countries? 0/20 •How many of these are from China? 6/20 •How many are RPG? 6/20 •How many are from their own countries? 4/20 •How many of these are from China? 3/20 •How many are RPG? 6/20 •How many are from their own countries? 4/20 ANALYSIS OF THE TOP CHARTERS IN THE SEA REGION
  8. 8. What are Game Publishers looking for? 8 Android: 15,000 AppStore: 5,000 Android: 7,500 AppStore: 5,000 Android: 7,500 AppStore: 5,000 Android: 2,000 AppStore: 3,000 Android: 15,000 AppStore: 1,000 Android: 20,000 AppStore: 10,000 Indonesia Malaysia Singapore Vietnam Thailand Philippines DAILY DOWNLOADS OF THE TOP 10 GAMES IN THE SEA REGION
  9. 9. What are Game Publishers looking for? 9 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th 19th 20th Singapore Indonesia Thailand Philippines Vietnam Malaysia TOP 20 GROSSING PREMIUM GAMES
  10. 10. What are Game Publishers looking for? 10 • 8 games titles are available in top 20 charts throughout the 6 countries: • Philippines are well known to have a huge fan base in Basketball, EA leverage that is into promoting NBA Live which leads the game to be in top 20. This is also similar to top grossing games. • Most titles are with IP in the top 20 chart. • There are no Chinese games in the top 20 premium charters. • Although there are less than 2 RPG genres in the top 20 chart, the Philippines and Vietnam market dominate the RPG genre. • Most premium titles in the top 20 are from big game publishers such as Gameloft, EA, Ubisoft, Square Enix and Mojang. ANALYSIS OF THE TOP CHARTERS FOR PREMIUM GAMES
  11. 11. What are Game Publishers looking for? 11 GAMES WITH IP COULD DO WONDERS!
  12. 12. What are Game Publishers looking for? 12 SUCCESSUL LOCAL TITTLES Telolet Om 2017Tebak Gambar MU Origin-ID • Indonesia Casual - Tebak Gambar and Telolet Om – 5mil – 10mil Downloads, however revenues are questionable. • Thailand RPG - MU Origin-ID – Thailand Publisher, Top30 Grossing in Indonesia.
  13. 13. 13 RPG GAMES IN SOUTHEAST ASIA
  14. 14. What are Game Publishers looking for? 14 Analysis of the Top 20 Games
  15. 15. What are Game Publishers looking for? 15 • RPG games have been very well received globally, including SEA. • It is said to have the most loyal users among other game genres. This is mainly because of its elements that allow users to: • have multiplayer experience • enhance the character‟s or its weapon‟s abilities • collect and harvest XP. • Overall, the control given to the users to play and grow in the world has been the significant factor of making it a all-time top genre. RPG GAMES IN SOUTHEAST ASIA
  16. 16. What are Game Publishers looking for? Myth – English is an active second language in SEA countries Fact - The actual fluency varies by country. 16 Very High Proficiency High Proficiency Moderate Proficiency Low Proficiency Very Low Proficiency Singapore Malaysia Indonesia Vietnam Thailand Philippines LANGUAGE
  17. 17. What are Game Publishers looking for? 17 • Android is much more popular than iOS, thanks to the wide availability of cheap smartphones from China. • When you look at these numbers, it‟s easy to see why SEA is catching the eye of the mobile gaming industry. INFRASTRUCTURE • Most publishers are looking at Android Game launchers in Asia. • Many 3rd Party Stores available such as WOOT by Xurpas & GLOBE
  18. 18. 18 HOW CAN LOCAL GAMES MAKE IT ON THE TOP 10?
  19. 19. What are Game Publishers looking for? • Developers are encouraged to make their games stand out by ensuring that the content blends well with the local culture which will engage the local gamers deeply and hence higher LTV. 80% Factor is on the GAMES itself! • Case study: Own Games has produced “Tahu Bulat”, and the latest released game in Beta is “Nasi Goreng”. The title has explained it all that the game has exhibited the local language, including the local slang; hence high user engagement particularly in the local market. The performance of the game “Tahu Bulat”, has surpassed that of Clash of Clans in Indonesia within few days after its launch date. • Work with local publisher in order to fill the gap of the traditional users that are still using the third party app store to download game. • Cooperate with the local Telcos – OTT This is mainly due to lack of infrastructure in some country. Some of the Telcos could provide mobile data suppression to download app/ game from their app store for their subscribers. 19 HOW CAN LOCAL GAMES MAKE IT ON THE TOP 10?
  20. 20. 20 SELECTING THE RIGHT GAME BASED ON STATS
  21. 21. What are Game Publishers looking for? Top 10 Grossing games target 40% Day 1 retention, 20% Day 14 retention and 10% Day 30 retention. 21 Day 14 >20% Retention Rate Day 30 >10% Retention RateDay 14 >20% Retention Rate Day 30 >5% Retention Rate OVERALL BENCHMARK Its best Game Studios launch their games first for the first 1 – 2 months to gauge themselves! Top Games Average Games
  22. 22. What are Game Publishers looking for? 22 50% to 80% revenues are from the WHALES Only represent 1% to 2% of your players. OVERALL BENCHMARK
  23. 23. What are Game Publishers looking for? To look for a game that has been soft launched, of which at the same time is successful in achieving the minimum number of the statistics below within 6 – 12 months: 23 ARPDAU $0.1 ARPPU $3 ARPU $0.04 Day 1: 35% Day 14: 15% Day 30: 6% Retention Rate WHAT ARE WE LOOKING FOR?
  24. 24. THANK YOU!

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