Publishing in China: platforms, marketing and opportunities

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Category: Entertainment
     
 

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Dean Zhao (Perfect World Games)

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Market Status Opportunities Challenges China Publishing 1. 3. 2.

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1 . Market Status Of Chinese Market

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Market Status Key Factors making Chinese market so attractive 850 million mobile Internet population High Degree of Genre Acceptance MMO SLG ARPG Mid-Core Casual ( Puzzle, Match 3, Tower Defense ) Simulation TCG ……………………. And more……………………… Tremendous purchase Power (95% revenue generated by IAP) China has large group of VIPs ( spends more than $100,000/year) Reference: https://newzoo.com/insights/rankings/top-100-countries-by-game-revenues /

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2. Challenges Of Chinese Market

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10+ major Android distribute channels and IOS PW has a mediation SDK to connect to all APIs Strategic campaign needed Complicated UA channels and change rapidly KOLs are huge All games required license before launch Publishers must acquire certain certifications to be qualified to publish games in China Requires very high % of completion Very low tolerance of tweaking and polishing Returning user is very expensive Government Regulatory Soft Launch Complicated Channels UA Strategy Challenges 1. 2. 3. 4.

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Challenges - Government Regulatory 3. 1. All Games are under scrutiny by the Government to avoid Excessive Violence Excessive Nudity Value of Perception 2. Once the games passes the scrutiny by the Ministry of Culture 3. A license will be granted to allow the game to include IAP in China PUBG is an example of published game but without license Summary: the submission process needs to be handled correctly, otherwise it may take up to 1 year to obtain a license or rejected.

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Challenges - Complicated Channels Besides IOS there are more than 10 different Android based channels Top 10:

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Challenges – Soft Launch 3. 60% of smart phone users are Android Users, with 10+ distribution channels Soft Launch focuses on Android users to generate KPI Relatively shorter Soft Launch period than overseas Soft launch is almost equivalent to official launch Sometime use Taiwan to soft launch if the % of completion is low.

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Challenges – User Acquisition Short video Media Online Streaming Video Platform DAU 150M DAU 900M DAU 6.7M DAU 22M+ 100M 184M 2M 89M 5.8M 4.7M 55M 12M 36M 78M 104M

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Challenges – User Acquisition MCN KOL Management Game Media

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3. Opportunities Of Chinese Market

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Opportunities Great games with unique gameplay can be very successful You need a Chinese partner! Unique gameplay needed! PC games port to Mobile IP Related MMO Html-5

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Opportunities – Unique gameplay needed

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Opportunities – PC games port to Mobile PUBG Mobile Peak DAU 40M Fortnite Mobile

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Opportunities – IP Related Langrisser Mobile Weekly Income $500M+ Fate Grand Order Weekly Income $250M+

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Opportunities – MMO feature The Glory of Kings (Arena of Valor) Fantasy Westward Journey Mobile

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Opportunities – Html-5 Jump & Jump Peak DAU 170m+ 2-day retention 65%+ Pirates coming Peak DAU 20M+ Monthly revenue 100M The Claymore of Angels Peak DAU 52M+ Revenue 100M+

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THANK YOU FOR YOUR TIME.

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