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Opportunities in the Russian
   Online Game Market

                           Sergey Orlovskiy
                   President of Nival Group
                sergey.orlovskiy@nival.com
Mini Bio
Founder, Chairman and President of Nival Group, a leading
Russian game developer, publisher and operator
Since 1996 was an executive producer for more than 15
games for international markets, including:
–   Blitzkrieg
–   Silent Storm
–   Heroes of Might and Magic V
–   Allods Online
–   Prime World
Total sales for internally developed games: over 5 mln units +
over 1 mln online
Country Overview (2008)
                    US     EU     Korea   Russia   Ex-    Brazil   China   India
                                                   USSR
Area, mln sq km     9.8    4.3    0.1     17.0     22.4   8.5      9.6     3.3
Population, mln     307    492    48      140      280    199      1339    1166
Internet users, mln 223    247    36      32       58     50       253     80
Internet users, %   73%    50%    75%     23%      21%    25%      19%     7%
GDP per capita      47,000 33,400 26,000 15,800 11,000 10,100 6,000        2,800
(PPP), USD
GDP growth          1.3%   1.0%   2.5%    6.0%     4.9%   5.2%     9.8%    6.6%
Game market segments, mln $
1400
1200                                                          Social
1000                                                          Casual
 800                                                          Mobile
 600                                                          Console
  400                                                         Online
  200                                                         PC
       0
        2006
               2007
                      2008
                             2009
                                    2010 (est)
                                                 2011 (est)
Online market segments, mln $
250


200
                                                            Client Sub
150                                                         Client F2P
                                                            Browser F2P
100                                                         Social


 50


 0
      2006   2007   2008   2009   2010 (est)   2011 (est)
Internet and Gamers (2010)
                                                     Gamers per                      Average
                 Internet Users,   Gamers,         Internet Users, Market share,   Connection,
                       mln           mln                 %           gamers           kbit/s

Moscow                       6.1             2.2             36%            35%            7680

St. Petersburg               2.7             0.9             33%            14%            6114

1M+ Cities (9)               8.8             1.5             17%            24%             410

100K+ Cities               15.8              1.3              8%            21%          dial-up

Other                        5.8         0.35                 6%             6%          dial-up
Key Internet Portals
•   Yandex – Search Engine
•   Mail.ru – Entertainment Portal (DST)
•   Vkontakte – Social Network (DST)
•   Google – Small US company 
•   Odnoklassniki – Social Network (DST)
•   Rambler – Search Engine/Entertainment Portal
Free to Play
• Low disposable income
• No credit cards
• No prepaid cards
• No budgeting habits
• High RMT tolerance (some users pay over $1000 a
  month)
• Claim to like subscription (64%)
• Tend to use free-to-play (82%)
UAC and CLV, per active user
• Free to Play User Acquisition Costs: $1-3
• Social UAC: $0.1-0.4
(excluding virality and inter-game promotions)

• Free to Play Customer Lifetime Value: $10-30
• Social CLV: $1-2
Payment Solutions
            5%   1%
      11%


                            Terminals
                            Yandex.Money
19%
                            Webmoney
                            SMS
                            Credit Cards

                      64%
Terminals (over 200,000)




                           11
IDC and Hosting
•    Moscow is a must
•    No traffic and bandwidth costs
•    High colocation costs
•    IDC shortage and power supply issues
•    Expensive equipment (import taxes)
•    Lack of leasing
•    High anti-cheating protection is a must

                                               12
Government Regulations
•   No regulations, yet (no tax on virtual goods,
    no time restrictions, no ID checks, no age checks)
•   Introduction of rating system in 2010
•   Skolkovo
•   Considered as strategic industry
•   Special GR skills
•   Chinese experience
                                                         13
Exhibitions and Conferences




                              14
Key Game Developers
•   Nival
•   Mail.ru
•   1C-Softclub
•   Gaijin
•   Wargaming.net
Key Online Game Operators
•   Mail.ru
•   Innova
•   Nival
•   Syncopate
•   Destiny Development
•   Nikita
Key Social Game Operators
•   I-Jet
•   Mail.ru
•   Creara
•   Ciliz Co
•   Plarium
•   Drimmi
Key Retail Publishers/Distributors
• 1C-Softclub
• Noviy Disk
• Akella
Top Client-based, Free to Play
•   Perfect World (Mail.ru, Perfect World)
•   Allods Online (Mail.ru)
•   Lineage II (Innova, NCSoft)
•   Cabal Online (Nival, ESTSoft)
•   Rappelz (Nikita, Gala Lab)
Top Client-based, Subscription
•   World of Warcraft (Blizzard)
•   Aion (Innova, NCSoft)
•   Lord of the Rings Online (Mail.ru, Turbine)
•   Warhammer Online (EA, Mythic)
•   Age of Conan (1C, Funcom)
Top Browser-based, Free to Play
•   Legend: Legacy of the Dragons (Mail.ru)
•   Botva Online (Destiny Development)
•   Carnage (Carnage)
•   Three Kingdoms (Mail.ru)
•   Korolevstvo (Skazka)
Top Social Games
•   Happy Farmer (I-Jet)
•   Territory of Farmers (Creara)
•   Happy Farm (I-Jet)
•   Legend: Legacy of the Dragons (Mail.ru)
•   Megalopolis (Creara)
Market Saturation
• Need for innovation
• Need for high production values
• “Innovative blockbusters”
• Balancing portfolio
• Combination of self-developed and licensed
  games
• International exchange
Future Trends
•   The largest market in Europe
•   Low disposable income
•   No console experience
•   Free-to-play is dominating
•   High tolerance to micro-transactions
•   Growing broadband penetration and userbase
•   High Internet monopolization
•   High GR barrier
•   Government regulations are coming
Future Trends
•   Market saturation
•   Balanced PvP (East) vs PvE (West)
•   Client-based and Social games growing
•   Browser-based games migrating to 3D (Unity3D)
•   Session-based (Dancing, FPS, Strategy) emerging
•   Chinese/Korean content dominating
•   US/European content emerging
•   Raising Customer Acquisition Costs
Best Strategies
• Find partner with “chemistry”
• Use licensing deals for security (LF + MG +
  25% Royalty)
• Use partnership deals for maximizing profits
  (no LF, no MG, 50% Royalty)
• Keep great and open relations
Perfect World case studyStudy
      Perfect World: Case
•   #1 Client-based game in Russia
•   Free to play
•   Low system specs
•   Asian style is not an issue
•   Community
•   Real girls!
Perfect World Case Study
•   #1 Client-based game in Russia
•   Timing
•   Free to play
•   Low system specs
•   Asian style is not an issue
•   Community
•   Real girls!
Miss Perfect World Contest




                             29
Allods Online: Case Study
Allods Online Case Study
•   First Russian AAA game
•   $12 mln budget
•   Free to play
•   Strong USP
•   Familiar, but innovative
•   Deep focus on local market
•   International appeal
Prime World: MMORTS
Prime World: East and West
Prime World: Session-based
Prime World: Persistent castle development
Prime World: Integration with social networks
Prime World: Gameplay features for girls
Opportunities in Russian online game market

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Opportunities in Russian online game market

  • 1. Opportunities in the Russian Online Game Market Sergey Orlovskiy President of Nival Group sergey.orlovskiy@nival.com
  • 2. Mini Bio Founder, Chairman and President of Nival Group, a leading Russian game developer, publisher and operator Since 1996 was an executive producer for more than 15 games for international markets, including: – Blitzkrieg – Silent Storm – Heroes of Might and Magic V – Allods Online – Prime World Total sales for internally developed games: over 5 mln units + over 1 mln online
  • 3. Country Overview (2008) US EU Korea Russia Ex- Brazil China India USSR Area, mln sq km 9.8 4.3 0.1 17.0 22.4 8.5 9.6 3.3 Population, mln 307 492 48 140 280 199 1339 1166 Internet users, mln 223 247 36 32 58 50 253 80 Internet users, % 73% 50% 75% 23% 21% 25% 19% 7% GDP per capita 47,000 33,400 26,000 15,800 11,000 10,100 6,000 2,800 (PPP), USD GDP growth 1.3% 1.0% 2.5% 6.0% 4.9% 5.2% 9.8% 6.6%
  • 4. Game market segments, mln $ 1400 1200 Social 1000 Casual 800 Mobile 600 Console 400 Online 200 PC 0 2006 2007 2008 2009 2010 (est) 2011 (est)
  • 5. Online market segments, mln $ 250 200 Client Sub 150 Client F2P Browser F2P 100 Social 50 0 2006 2007 2008 2009 2010 (est) 2011 (est)
  • 6. Internet and Gamers (2010) Gamers per Average Internet Users, Gamers, Internet Users, Market share, Connection, mln mln % gamers kbit/s Moscow 6.1 2.2 36% 35% 7680 St. Petersburg 2.7 0.9 33% 14% 6114 1M+ Cities (9) 8.8 1.5 17% 24% 410 100K+ Cities 15.8 1.3 8% 21% dial-up Other 5.8 0.35 6% 6% dial-up
  • 7. Key Internet Portals • Yandex – Search Engine • Mail.ru – Entertainment Portal (DST) • Vkontakte – Social Network (DST) • Google – Small US company  • Odnoklassniki – Social Network (DST) • Rambler – Search Engine/Entertainment Portal
  • 8. Free to Play • Low disposable income • No credit cards • No prepaid cards • No budgeting habits • High RMT tolerance (some users pay over $1000 a month) • Claim to like subscription (64%) • Tend to use free-to-play (82%)
  • 9. UAC and CLV, per active user • Free to Play User Acquisition Costs: $1-3 • Social UAC: $0.1-0.4 (excluding virality and inter-game promotions) • Free to Play Customer Lifetime Value: $10-30 • Social CLV: $1-2
  • 10. Payment Solutions 5% 1% 11% Terminals Yandex.Money 19% Webmoney SMS Credit Cards 64%
  • 12. IDC and Hosting • Moscow is a must • No traffic and bandwidth costs • High colocation costs • IDC shortage and power supply issues • Expensive equipment (import taxes) • Lack of leasing • High anti-cheating protection is a must 12
  • 13. Government Regulations • No regulations, yet (no tax on virtual goods, no time restrictions, no ID checks, no age checks) • Introduction of rating system in 2010 • Skolkovo • Considered as strategic industry • Special GR skills • Chinese experience 13
  • 15. Key Game Developers • Nival • Mail.ru • 1C-Softclub • Gaijin • Wargaming.net
  • 16. Key Online Game Operators • Mail.ru • Innova • Nival • Syncopate • Destiny Development • Nikita
  • 17. Key Social Game Operators • I-Jet • Mail.ru • Creara • Ciliz Co • Plarium • Drimmi
  • 18. Key Retail Publishers/Distributors • 1C-Softclub • Noviy Disk • Akella
  • 19. Top Client-based, Free to Play • Perfect World (Mail.ru, Perfect World) • Allods Online (Mail.ru) • Lineage II (Innova, NCSoft) • Cabal Online (Nival, ESTSoft) • Rappelz (Nikita, Gala Lab)
  • 20. Top Client-based, Subscription • World of Warcraft (Blizzard) • Aion (Innova, NCSoft) • Lord of the Rings Online (Mail.ru, Turbine) • Warhammer Online (EA, Mythic) • Age of Conan (1C, Funcom)
  • 21. Top Browser-based, Free to Play • Legend: Legacy of the Dragons (Mail.ru) • Botva Online (Destiny Development) • Carnage (Carnage) • Three Kingdoms (Mail.ru) • Korolevstvo (Skazka)
  • 22. Top Social Games • Happy Farmer (I-Jet) • Territory of Farmers (Creara) • Happy Farm (I-Jet) • Legend: Legacy of the Dragons (Mail.ru) • Megalopolis (Creara)
  • 23. Market Saturation • Need for innovation • Need for high production values • “Innovative blockbusters” • Balancing portfolio • Combination of self-developed and licensed games • International exchange
  • 24. Future Trends • The largest market in Europe • Low disposable income • No console experience • Free-to-play is dominating • High tolerance to micro-transactions • Growing broadband penetration and userbase • High Internet monopolization • High GR barrier • Government regulations are coming
  • 25. Future Trends • Market saturation • Balanced PvP (East) vs PvE (West) • Client-based and Social games growing • Browser-based games migrating to 3D (Unity3D) • Session-based (Dancing, FPS, Strategy) emerging • Chinese/Korean content dominating • US/European content emerging • Raising Customer Acquisition Costs
  • 26. Best Strategies • Find partner with “chemistry” • Use licensing deals for security (LF + MG + 25% Royalty) • Use partnership deals for maximizing profits (no LF, no MG, 50% Royalty) • Keep great and open relations
  • 27. Perfect World case studyStudy Perfect World: Case • #1 Client-based game in Russia • Free to play • Low system specs • Asian style is not an issue • Community • Real girls!
  • 28. Perfect World Case Study • #1 Client-based game in Russia • Timing • Free to play • Low system specs • Asian style is not an issue • Community • Real girls!
  • 29. Miss Perfect World Contest 29
  • 31. Allods Online Case Study • First Russian AAA game • $12 mln budget • Free to play • Strong USP • Familiar, but innovative • Deep focus on local market • International appeal
  • 33. Prime World: East and West
  • 35. Prime World: Persistent castle development
  • 36. Prime World: Integration with social networks
  • 37. Prime World: Gameplay features for girls