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Keys to Overseas Success for Asian Online Games. Steve Jeong Director and Division Head Overseas Business. Contents. Online game market overview. Segmentation. 4 Keys to oversea success. Conclusion. Contents. Online game market overview. Segmentation. 4 Keys to oversea success.

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Keys to Overseas Success for Asian Online Games

Steve Jeong

Director and Division Head

Overseas Business


Contents

Online game market overview

Segmentation

4 Keys to oversea success

Conclusion


Contents

Online game market overview

Segmentation

4 Keys to oversea success

Conclusion


Online game market

The size of the online game market from the total game market is 8.4%

Online game revenue by Platform

Mil. USD, 2007


The fastest growing game sector

However, the online game is the fastest growing game sector in the world. (Average growth rate, 29%)

Average growth rate by Platform

Mil. USD, 2007


Asia Pacific

EMEA

North America

Latin America

25,000

615

20,000

418

4,235

269

15,000

3,645

175

5,060

3,130

102

4,296

10,000

2,719

3,506

9,887

2,259

2,862

8,070

2,312

6,703

5,000

5,717

4,846

-

2008

2009

2010

2011

2012

Online game market

Asia Pacific’s still big market, EMEA & North America are fast-growing

Online game revenue by region

Mil. USD, 2007

21%

25%

50%


Strength on Online game

Specialized Genre

MMORPG, FPS

Competitive Advantage as Asian Game Developers


Contents

Online game market overview

Segmentation

4 Keys to oversea success

Conclusion


Western Market, U.S.

U.S Market by platform

  • The entire game market scale is rising.

  • For the online game, the preference for the casual game is high.

Online game

3.9%

Mobile

2.1%

PC game

2.8%

Arcade game

28.7%

Video game

62.4%

Mil. USD, 2007


1

Western Market, Western Europe

Points to be considered

  • To play games

  • To choose games

Quick process

High quality graphic

Easy to learn

Story

Character customizing

Value of repetitive play

Online connectivity

Verisimilitude

Cartoonish graphic


1

2

Western Market, Suggestion

There are many users who are familiar with the high quality in the console game, so need to approach with the high-quality online game when entering the market.

The current market is relatively small but it has the high possibility in growth so it is an important market.


Latin America

Eastern Europe

Emerging Market

  • Low Broadband Penetration

  • Mobile games and Handheld games are very strong

  • Low broadband penetration

  • Casual games which are materialized as a browsing form are strong.

  • The role of the MMOG is rising.


This market shows the game utilization focused on the internet café as well as the PC, so it is easy to apply online games.

1

2

Emerging Market, suggestion

The growth possibility in the future is high.


Chinese Market internet café as well as the PC, so it is easy to apply online games.

  • The entire game market scale is rising.

  • For the online game, MMORPG is leading the market.

Game Revenue by genre

Online Game Growth Rate

Mil. USD, 2007

%

70%

47.1%

Online

36%

29.4%

Mobile


Japanese Market internet café as well as the PC, so it is easy to apply online games.

JP Market by platform

  • The arcade and video games are growing and the growth rate of the mobile market is high.

mil.USD

2008


Compared with the other game market the role of the online game is low, and approaching with the mobile game makes the entry barrier low.

1

2

Japanese Market, suggestion

The main genre of the online game are the mobile game and the community game. When compared with the other market Japanese market has the unique preference.


Have to differentiate the game plan depending on the market. game is low, and approaching with the mobile game makes the entry barrier low.

1

The preferred game by region is different depending on their cultural background, broadband diffusion rate, gamers’ character, preferred graphic and preferred genre.

2

3

It is important to do an optimized targeting by thinking about the entering market from the game planning step.

Overall Suggestion


Contents game is low, and approaching with the mobile game makes the entry barrier low.

Online game market overview

Segmentation

4 Keys to oversea success

Conclusion


Four Keys to Success in Asian Market game is low, and approaching with the mobile game makes the entry barrier low.

People Management

1

2

Contents

Success of Online Game

Experience & Insight

4

Partner

3


Contents game is low, and approaching with the mobile game makes the entry barrier low.

The key is to service market specified contents

China

Casual Game

Korea

Web-board

U.S.A

FPS

Japan

Mobile Game

Emerging Market

MMORPG


People game is low, and approaching with the mobile game makes the entry barrier low.

The key to oversea success is taking care of Management Issues

Local manager-centered business operation

Support from resident employees


Distributor game is low, and approaching with the mobile game makes the entry barrier low.

PGCompany

Publisher

PR

PC cafe

Partners

The key to oversea success is partners and support from them

Key

The development of successful, long term, strategic relationships, based on achieving best practice and sustainable competitive advantage


Experience & Insight game is low, and approaching with the mobile game makes the entry barrier low.

Passion

Open mind

Challenge


Contents game is low, and approaching with the mobile game makes the entry barrier low.

Online game market overview

Segmentation

4 Keys to oversea success

Conclusion


Conclusion game is low, and approaching with the mobile game makes the entry barrier low.

Do not hesitate until you accomplish final success.


Thank You! game is low, and approaching with the mobile game makes the entry barrier low.


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