Mobile App market research - korea, japan, china, taiwan, singapore, hong kong, us, canada, brazil, uk, germany and france

Appsasia Monthly Report [July 2014]

■ Korea: Game Market Analysis
Implications 75% of Top 10 Applications are Kakao-dedicated
Est. ARPU
(iOS/Google)
$ 2.36 / $ 1.43
Google
Market Size
$ 75M iOS Market Size $ 7M
Localization Compulsory Popular Games 몬스터길들이기forKakao, 블레이드forKakao,애니팡2forKakao
Genres of Top 25 iOS/Google games
APPSASIA Monthly Report
Korea: Market Analysis
Characteristics of Top 25 iOS/Google Games
Korean
88%
English
12%
• Action RPGs have strong market share
• Kakao-dedicated games are still
popular
Expected Daily DLs & Revenue / Ranks
Rank Google iOS (iPhone) iOS (iPad)
Download TotalSales Download TotalSales Download TotalSales
1 55,000 $ 305,000 6,600 $ 24,000 1,700 $ 2,800
5 32,000 $ 105,000 3,300 $ 10,000 650 $ 1,200
10 23,000 $ 53,000 1,600 $ 6,900 400 $ 700
25 11,500 $ 15,000 600 $ 2,200 200 $ 250
50 6,000 $ 7,100 280 $ 800 100 $ 90
iOS
Google
Reference : 1st Half 2014 / Market size and est.ARPU are based on Free app and IAP Grossing (Paid apps excluded)

■ Japan: Game Market Analysis
Implications Marketing via applications like ‘LOBI’, ‘예약TOP10’ is crucial
Est. ARPU
(iOS/Google)
$ 1.93 / $ 4.16
Google
Market Size
Localization Compulsory Popular Games Puzzle&Dragon, モンスターストライク, LINE：ディズニーツムツム
Japan: Market Analysis
1 52,000 $ 1,500,000 75,000 $ 980,000 1,700 $ 2,800
5 32,000 $ 150,000 40,000 $ 56,000 650 $ 1,200
10 17,000 $ 100,000 25,000 $ 51,000 400 $ 700
25 8,500 $ 35,000 13,000 $ 29,000 200 $ 250
50 4,500 $ 20,000 6,000 $ 11,000 100 $ 90
• RPGs and TCGs are gaining popularity
in Japan
• Line games are popular
• Users are sensitive about brand images
and customer services
Japanese
80%
English
20%
iOS
Characteristics of Top 25 iOS/Google Games Expected Daily DLs & Revenue / Ranks
Google

■ China: Game Market Analysis
Implications Mid-core games including TCGs and RPGs are still dominant / Fly&Shoot games becoming more popular
Est. ARPU
(iOS/Google)
$ 0.55 / N/A
Google
Market Size
N/A iOS Market Size $ 52M
Localization Compulsory Popular Games 放开那三国 ,刀塔传奇-动作卡牌手游, 全民飞机大战
China: Market Analysis
1 N/A N/A 320,000 $ 320,000 35,000 $ 50,000
5 N/A N/A 70,000 $ 85,000 15,000 $ 40,000
10 N/A N/A 40,000 $ 25,000 10,000 $ 30,000
25 N/A N/A 15,000 $ 6,500 6,500 $ 3,000
50 N/A N/A 7,500 $ 3,000 4,000 $ 1,400
Chinese
92%
English
8%
• Dominance of Tencent games
• Large numbers of games with auto-
targeting system
• Fly&Shoot games are highly favored
iOS
Characteristics of Top 25 iOS/Google Games
Expected Daily DLs & Revenue / Ranks

■ Summary of 3 East-Asian Markets: Taiwan, Hong Kong and Singapore
East-Asia Market Analysis
Downloads and Sales data (Android/iOS)
Unit : Download (March, 2014)
Unit : Dollars (March, 2014)
Download
Sales
Summary
Taiwan has the highest market revenue, and is followed by
Hong Kong and Singapore. Localization is crucial when
entering these markets. Low ARPU due to the absence of a
payment system but all three countries are showing a
great rise in the smartphone penetration rate.
Taiwan
Total Revenue: $ 20M/Month
(Ranked #5 in Google, #10 in iOS)
Hong Kong
Singapore
Total Revenue: $ 7.1M/Month

■ Taiwan: Game Market Analysis
Implications Viral Marketing and SEO Marketing via Facebook and blogs is essential
Est. ARPU
(iOS/Google)
$ 1.48 / $ 0.50
Google
Market Size
$14M iOS Market Size $ 620만
Localization Compulsory Popular Games 神魔之塔, Line Rangers, Line Cookie Run
Taiwan: Market Analysis
1 74,000 $ 110,000 8,500 $ 8,000 1,400 $ 2,000
5 21,000 $ 16,000 4,000 $ 5,500 1,100 $ 1,500
10 10,000 $ 8,300 2,000 $ 4,700 1,000 $ 1,100
25 4,000 $ 3,000 700 $ 3,000 600 $ 600
50 2,700 $ 1,400 300 $ 850 200 $ 300
Local
80%
English
20%
• Top ranked games are mostly Line platform
based
• Taiwan’s game market trend is very similar to
Korean market – users concentrated in RPGs
• Most games are targeting male gamers
iOS
Google

■ Hong Kong: Game Market Analysis
Implications ARPU is high considering the market size / Marketing channels are similar to Taiwan
Est. ARPU
(iOS/Google)
$ 1.99 / $ 1.36
Google
Market Size
$ 7M iOS Market Size $ 4.3M
Localization Highly required Popular Games BFB, Ace Fishing, Summoners War: Sky Arena
Hong Kong: Market Analysis
1 10,000 $ 36,000 7,000 $ 7,200 550 $ 2,800
5 4,000 $ 10,000 2,000 $ 4,500 350 $ 1,400
10 2,000 $ 6,500 1,000 $ 4,000 300 $ 900
25 800 $ 1,000 270 $ 1,000 170 $ 400
50 500 $ 600 100 $ 430 100 $ 200
Local
56%
English
44%
• Chinese content is appealing to players
• Due to a huge popularity of foreign
games, the percentage of Chinese games
in the Top 25 list has reduced by 20%
compared to last year
iOS
Google

■ Singapore: Game Market Analysis
Implications Needs unique marketing strategies / High English penetration rate
Est. ARPU
(iOS/Google)
$ 1.67 / $ 1.00
Google
Market Size
$ 3.5M iOS Market Size $ 3.9M
Localization Not required Popular Games Clash of Clans, Brave Frontier, Summoners War: Sky Arena
Singapore: Market Analysis
1 2,600 $ 12,000 3,100 $ 9,700 2,000 $ 3,800
5 1,500 $ 3,300 1,300 $ 5,100 520 $ 1,600
10 900 $ 2,300 900 $ 2,500 300 $ 1,700
25 400 $ 800 300 $ 900 180 $ 1,000
50 300 $ 400 150 $ 350 100 $ 300
Local
14%
English
86%
• Users favor RPGs and TCGs
• Cost of marketing is relatively high
considering its market size
• Geographically and culturally similar
to Malaysia
iOS
Google

Summary
Three countries are different in terms of platform and
payment system. However, three countries share their
taste in games. Brazil, in specific, is seen as a ‘blue
ocean’ with a high potential for growth.
U.S.
Canada
Brazil
Total Revenue: $ 4.4M/Month
■ Summary of U.S., Canadian and Brazilian markets
America: Market Analysis
Download
Sales

Implications Marketing with Facebook, Google+ and other SNS is common
Est. ARPU
(iOS/Google)
$ 0.73 / $ 0.49
Google
Market Size
Localization Compulsory Popular Games Clash of Clans, Candy Crush Saga, Farm Heroes Saga
U.S.: Market Analysis
1 170,000 $ 400,000 180,000 $ 560,000 63,000 $ 490,000
5 56,000 $ 74,000 70,000 $ 110,000 25,000 $ 80,000
10 45,000 $ 45,000 47,000 $ 40,000 14,000 $ 40,000
25 30,000 $ 22,000 20,000 $ 18,000 7,300 $ 15,000
50 22,000 $ 11,000 11,000 $ 12,000 5,000 $ 7,800
Local
100%
English
100%
• RPGs are not popular
• Casino games are still the most favored genre
in the U.S. (Users are also highly likely to pay
for casino games)
• Big IP games with Marvel and Disney are
popular
iOS
Google
■ U.S.: Game Market Analysis

Implications
Penetration of Android phones(44%) is higher than iOS phones(37%) / iOS market size is 4 times larger
than Android market
Est. ARPU
(iOS/Google)
$ 0.43 / $ 0.76
Google
Market Size
$ 5.1M iOS Market Size $ 20M
Localization Compulsory Popular Games Clash of Clans, Candy Crush Saga, Game of War – Fire Age
Canada: Market Analysis
1 18,500 $ 7,000 18,000 $ 38,000 8,000 $ 39,000
5 4,700 $ 4,800 9,000 $ 9,500 3,000 $ 8,000
10 3,000 $ 3,200 7,000 $ 4,700 2,000 $ 4,000
25 1,600 $ 1,200 2,300 $ 2,000 1,000 $ 1,600
50 1,100 $ 600 1,200 $ 1,200 700 $ 800
Local
100%
English
100%
• 50% of Top Ranked games are either
Strategy games or SNG
• Canada is world’s #1 in share of
female mobile games with 50.2%
iOS
Google
■ Canada: Game Market Analysis
Reference: Newzoo, December 2013

Implications Low ARPU yet market is growing constantly / does not need localization process
Est. ARPU
(iOS/Google)
$ 0.34 / $ 0.02
Google
Market Size
Localization Not required Popular Games Clash of Clans, Hay Day, Candy Crush Saga
Brazil: Market Analysis
1 62.000 $ 4,500 10,000 $ 12,000 4,500 $ 15,000
5 35,000 $ 2,000 4,500 $ 2,500 1,700 $ 2,400
10 27,000 $ 1,200 3,000 $ 800 800 $ 1,100
25 16,000 $ 500 500 $ 400 700 $ 400
50 10,000 $ 200 750 $ 200 400 $ 240
Local
4%
English
96%
• Localization not required
• Game trend similar to the U.S. yet
casino games are not popular
iOS
Google
■ Brazil: Game Market Analysis

■ Summary of European Markets: UK, Germany and France
Europe Market Analysis
Download
Sales
Summary
Among 3 countries, UK has the biggest market and
France has the smallest. It is vital to have different
marketing strategies for each country. Also, it is
important to consider local payment systems like
Paypal when entering these markets.
UK
Germany
France

Implications Google has increased its market share greatly since Q4 2013
Est. ARPU
(iOS/Google)
$ 0.62 / $ 0.45
Google
Market Size
$ 1,350만 iOS Market Size $ 1,890만
Localization Compulsory Popular Games Clash of Clans, Candy Crush Saga, Farm Heroes Saga
UK: Market Analysis
1 19,000 $ 61,500 70,000 $ 87,000 30,000 $ 65,000
5 10,000 $ 16,000 17,000 $ 22,000 8,000 $ 16,000
10 8,000 $ 7,500 7,500 $ 9,700 4,500 $ 6,700
25 4,500 $ 2,500 2,500 $ 3,200 2,200 $ 2,300
50 3,000 $ 1,300 2,600 $ 1,600 1,400 $ 1,400
Local
100%
English
100%
• Sports games are popular
• Casual games are preferred over core
games
• SNGs are booming
iOS
Google
■ UK: Game Market Analysis

Implications High popularity of military themed games such as war and strategy games
Est. ARPU
(iOS/Google)
$ 0.73 / $ 0.34
Google
Market Size
Localization Not required Popular Games Clash of Clans, Candy Crush Saga, Hay Day
Germany: Market Analysis
1 52.000 $ 59,000 21,000 $ 42,000 420 $ 21,000
5 16,000 $ 15,000 8,000 $ 14,000 200 $ 6,000
10 13,000 $ 9,000 5,200 $ 5,000 130 $ 2,300
25 6,500 $ 3,000 2,100 $ 1,500 60 $ 900
50 4,200 $ 1,400 1,000 $ 700 30 $ 600
Local
8%
English
92%
• Strategy games and SNGs
dominated Top Ranks
• War and strategy games are
popular
iOS
Google
■ Germany: Game Market Analysis

Implications In comparison to Q4 2013, Google’s market expanded greatly while iOS market share has reduced
Est. ARPU
(iOS/Google)
$ 0.63 / $ 0.29
Google
Market Size
Localization Not required Popular Games Clash of Clans, Candy Crush Saga, Farm Heroes Saga
France Market Analysis
1 25.000 $ 45,000 29,000 $ 56,000 7,400 $ 26,000
5 12,000 $ 13,000 7,800 $ 15,000 3,100 $ 5,000
10 9,000 $ 5,600 5,000 $ 4,300 2,100 $ 2,200
25 5,500 $ 1,800 2,700 $ 1,800 1,200 $ 760
50 3,300 $ 900 900 $ 770 750 $ 500
Local
8%
English
92%
• High popularity of strategy games
• Similar genre trend to other
European countries
iOS
Google
■ France: Game Market Analysis

C o m p a n y & S e r v i c e s
Game Marketing Awards 2013

Mobile App market research - korea, japan, china, taiwan, singapore, hong kong, us, canada, brazil, uk, germany and france

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Mobile App market research - korea, japan, china, taiwan, singapore, hong kong, us, canada, brazil, uk, germany and france