Mobile gaming is a key value-added service (VAS) application in the Asian market where growth is expect at 19.8% CAGR to 2017 reaching at total of USD $17.4 billion. Mobile Gaming Asia: Market and Forecast Analysis, Second Edition is must have research for anyone focused on mobile gaming and/or VAS applications in Asia. This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the mobile gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game development companies, key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country and mobile network operator. The report provides 2012 – 2017 market value projections for Asia-Pacific (APAC), Southeast Asia (SEA), Central Asia (CEA), South Asia (SEA), and the Middle East (ME) regions. This includes projections for each region for Standalone vs. MMG vs. Social vs. Location Gamer and Micro Transaction Player gaming. Additional country-specific market analysis includes: Analysis of mobile gaming success factors in Japan and South Korea Mobile game piracy and virtual currency scamming analysis for China and Russia The research also addresses various demand drivers/factors including: Asian mobile gaming demographic analysis, Asian mobile gamers game-play behavior, game-play preference and projection analysis. Additionally, the report provides a comparative analysis of Asian mobile gaming demography/preferences including: Male vs. Female, Casual vs. Core, “Freemium” vs. Premium, Social vs. Traditional, Tablet vs. Mobile, Smartphone vs. Web Enabled vs. Standard Phone, Regular vs. Irregular, Time and Money Spending dynamics. Our 2012 Edition of Mobile Gaming Asia: Market and Forecast Analysis further expands upon the first edition to add the following: Key opinions from C-level executives Analysis of 61 Asian network operators Mobile gaming prospect analysis for 27 countries Analysis of 27 Asia based mobile game developer/publishers Cases studies focusing of 11 Asian mobile gaming market launches Current market data and projection analysis with accompanying charts Key Findings: MMG games will be the highest share by 34% of total Mobile Games in Asia by 2017 60% mobile games in Asia will be hyper localized and 80% mobile games will be free to download Across the mobile gaming ecosystem, spending on virtual economy/in-game transactions increase from current 20% to 52% level by 2017 The Asian mobile gaming market is expected to grow by 19.8% CAGR through 2017 reaching USD $17.4 billion representing 50% of total global value Among the five regions studied (Asia-Pacific, Southeast Asia, Central Asia, South Asia), and the Middle East), South Asia, APAC will be top market value player Among 48 countries, Japan

1. Mobile Gaming Asia:
Market and Forecast Analysis, 2nd Edition
August 2012

2. Overview:
Mobile gaming is a key value-added service (VAS) application in the Asian market where growth is expect at 19.8% CAGR to 2017 reaching at
total of USD $17.4 billion.
Mobile Gaming Asia: Market and Forecast Analysis, Second Edition is must have research for anyone focused on mobile gaming and/or VAS
applications in Asia. This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the
mobile gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile
gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game development companies,
key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country and mobile network operator.
The report provides 2012 – 2017 market value projections for Asia-Pacific (APAC), Southeast Asia (SEA), Central Asia (CEA), South Asia (SEA),
and the Middle East (ME) regions. This includes projections for each region for Standalone vs. MMG vs. Social vs. Location Gamer and Micro
Transaction Player gaming.
Additional country-specific market analysis includes:
• Analysis of mobile gaming success factors in Japan and South Korea
• Mobile game piracy and virtual currency scamming analysis for China and Russia
The research also addresses various demand drivers/factors including: Asian mobile gaming demographic analysis, Asian mobile gamers game-
play behavior, game-play preference and projection analysis. Additionally, the report provides a comparative analysis of Asian mobile gaming
demography/preferences including: Male vs. Female, Casual vs. Core, “Freemium” vs. Premium, Social vs. Traditional, Tablet vs. Mobile,
Smartphone vs. Web Enabled vs. Standard Phone, Regular vs. Irregular, Time and Money Spending dynamics.
Our 2012 Edition of Mobile Gaming Asia: Market and Forecast Analysis further expands upon the first edition to add the following:
• Key opinions from C-level executives
• Analysis of 61 Asian network operators
• Mobile gaming prospect analysis for 27 countries
• Analysis of 27 Asia based mobile game developer/publishers
• Cases studies focusing of 11 Asian mobile gaming market launches
• Current market data and projection analysis with accompanying charts
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3. Key Findings:
• MMG games will be the highest share by 34% of total Mobile Games in Asia by 2017
• 60% mobile games in Asia will be hyper localized and 80% mobile games will be free to download
• Across the mobile gaming ecosystem, spending on virtual economy/in-game transactions increase from current 20% to 52% level
by 2017
• The Asian mobile gaming market is expected to grow by 19.8% CAGR through 2017 reaching USD $17.4 billion representing 50% of
total global value
• Among the five regions studied (Asia-Pacific, Southeast Asia, Central Asia, South Asia), and the Middle East), South Asia, APAC will
be top market value player
• Among 48 countries, Japan will be hold top position reaching USD $5 billion market cap by 2017 but Bahrain will have the highest
CAGR growth by 81.14%
Target Audience:
• Game Portal Companies
• Mobile Network Operators
• Game Exporter / Importers
• Social Media Service Provider
• Mobile Handset Manufacturers
• Mobile Application Developers
• Location-based Service Providers
• Brand/Product/Service Advertiser
• Game Distributors and Aggregators
• M-commerce Application Developers
• Mobile / Online Gambling Companies
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4. Table of Contents
1.0 EXECUTIVE SUMMARY 20 5.10 MOBILE SOCNET 45
2.0 MOBILE GAMING ASIAN MARKET OUTLOOK 23 6.0 MOST POPULAR GAME GENRE IN ASIA 46
2.1 HISTORICAL ANALYSIS OF MARKET BACK- 6.1 ARCADE-STYLE GAME 46
GROUND 23 6.2 ACTION/ADVENTURE GAME 47
2.1.1 EARLY AGE, CANDY CAR STYLE HANDSET AND 6.3 SPORTS GAME 48
SNAKE GAME 24 6.4 RACING GAME 49
2.1.2 ADVENT OF WAP, J2ME, BREW AND N-GAGE GAM- 6.5 STRATEGY/PUZZLE GAME 49
ING 24 6.6 MOVIE GAMES 50
2.1.3 GAMING OPTIMIZED PHONE AND APPSTORE REVOLU- 6.7 CASINO GAMES 51
TION 25 6.8 BOARD GAMES 52
2.1.4 OPEN SOURCE PLATFORM, FREE-TO-PLAY/ 6.9 SIMULATION GAMES 53
FREEMIUM GAME 25 6.10 MOTION DETECTION GAMES 54
2.1.5 3G/LTE/4G DATA NETWORK, 3D API INTEGRATION, 7.0 KEY MOBILE GAMING MARKET GROWTH DRIVER
VIDEO, MMG, SOCIAL, CASUAL & LOCATION BASED MOBILE ANALYSIS OF ASIAN MARKET 55
GAMING 26 7.1 MMG (MULTIPLAYER MOBILE GAMING) 55
2.2 GENERAL LIMITATIONS OF ASIAN MOBILE GAMING 7.2 MOBILE SOCIAL GAMING AND MOBILE SOCNET
MARKET 26 USER 56
2.3 POPULAR MOBILE GAMES IN ASIA 27 7.3 MLBG (MOBILE LOCATION BASED GAMING) 57
2.3.1 10 POPULAR IPHONE/IPAD GAMES IN ASIA 27 7.4 MOBILE VIDEO GAMING 60
2.3.2 10 POPULAR ANDROID GAMES IN ASIA 28 7.5 MOBILE CLOUD GAMING 61
3.0 STRATEGIC IMPACT ANALYSIS OF MOBILE GAMING 7.6 MOBILE CASUAL GAMING 62
ASIAN MARKET FORCES / TREND 29 7.7 FREE-TO-PLAY DISTRIBUTION 64
4.0 MOBILE GAME DEVELOPMENT TECHNOLOGY PLAT- 7.8 CONNECTING CONSOLE WITH MOBILE CLOUD: IM-
FORM: ASIAN PERSPECTIVE 32 PACT ON MOBILE GAMING 66
4.1 MAJOR DEVELOPMENT OS 32 7.9 MOBILE CASINO GAMING & GAMBLING 66
4.1.1 ANDROID 32 7.10 MOBILE APPS AND IN-GAME MARKETING 67
4.1.2 IOS 33 7.11 IN-GAME PURCHASE AND MICRO-TRANSACTION OF
4.1.3 SYMBIAN 34 VIRTUAL GOODS 68
4.1.4 BLACKBERRY OS 34 7.12 VIRTUAL GO-TO COMMUNITY 69
4.1.5 BADA 36 7.13 GAMIFICATION GAMES 71
4.1.6 DOJA 36 7.14 CROSS-PLATFORM GAME PUBLISHING 72
4.1.7 J2ME 37 8.0 MOBILE GAMING METRICS AND ECO SYSTEM ACTIV-
4.1.8 WINDOWS PHONE 38 ITY 74
4.2 FUTURE TECHNOLOGY PLATFORM 39 8.1 MOBILE GAMING ECO-SYSTEM: STRUCTURE & MAIN
4.2.1 BOOT 2 GECKO (B2G) 39 ACTIVITIES 74
4.2.2 BLACKBERRY 10 39 8.2 APPSTORE ECOSYSTEM 75
4.2.3 ALIYUN OS FROM ALIBABA/ALICLOUD (CLOUD 8.3 MOBILE GAMING METRICS: CONNECTING CONSUM-
BASED) 39 ERS WITH GAME 76
4.2.4 TIZEN FROM LINUX 40 8.4 CONVERSION FUNNEL OF ANALYZING MOBILE
4.2.5 MELTEMI FROM NOKIA 40 GAMER 77
4.2.6 HTML5 AND CLOUD 40 9.0 MOBILE GAMING VALUE CHAIN DYNAMICS IN
5.0 MMG & SOCIAL GAMING FUNCTIONALITY DRIVERS IN ASIA 78
ASIA 41 9.1 VALUE CHAIN 78
5.1 BLUETOOTH 41 9.2 VALUE CHAIN PARTNERSHIP ANALYSIS 78
5.2 GPRS 41 9.3 REVENUE SHARING ACROSS VALUE CHAIN 79
5.3 3G 42 9.4 ECONOMIC DRIVER IN VALUE CHAIN 79
5.4 MOBILE WI-FI 42 10.0 MOBILE GAMING DISTRIBUTION MODEL IN
5.5 ARTIFICIAL INTELLIGENCE (AI) 42 ASIA 80
5.6 3D 43 10.1 GAME DISTRIBUTION PLATFORM IN MOBILE, TABLET
5.7 4G 43 OR HANDHELD DEVICE 80
5.8 MOBILE CLOUD 44
5.9 HTML5 – MOBILE WEB'S FUTURE 44
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5. Table of Contents (cont.)
10.2 CROSS-PLATFORM GAME DISTRIBUTION MODEL CAST 2012-2017 100
81 16.1 MARKET VALUE PROJECTION ASIA 100
10.3 DISTRIBUTION FRAGMENTATION OTA VS. OTI 16.1.1 ASIA VS. GLOBAL MARKET SHARE % 2012 – 2017
(APPSTORE, SNS & BROWSER BASED) 81 100
10.4 GOOGLE PLAY VS. APPLE STORE DISTRIBUTION 16.1.2 ASIA MARKET VALUE IN $ 2012 – 2017 100
MODEL 82 16.1.3 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE
10.5 MAJOR CHALLENGES IN FRAGMENTED DISTRIBU- SHARE IN % 2012-2017 101
TION: BILLING VS. COST VS. MARKETING VS. CROSS CHAN- 16.1.4 2012 VS. 2017 MARKET VALUE SHARE TREND: APAC
NEL 82 VS. SEA VS. ME VS. CEA VS. SA 101
10.6 CONSUMER BEHAVIOR AND OTI VS. OTA TREND 16.1.5 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE
83 IN $ 2012-2017 102
11.0 MOBILE GAMING BUSINESS MODEL IN ASIA 84 16.1.6 APAC: 10 COUNTRY-WISE MARKET VALUE 2012 – 2017
11.1 11 KEY MOBILE GAMING BUSINESS STRATEGIES 103
84 16.1.7 SEA: 10 COUNTRY-WISE MARKET VALUE 2012 – 2017
11.2 26 BUSINESS MODELS 85 103
11.3 2012 TRENDY BUSINESS MODEL IN ASIA 87 16.1.8 ME: 17 COUNTRY-WISE MARKET VALUE 2012 – 2017
11.4 KEY REVENUE SOURCES & COST ITEM AFFECTING 104
BUSINESS MODEL 87 16.1.9 CEA: 5 COUNTRY-WISE MARKET VALUE 2012 – 2017
11.5 6 KEY SUCCESS POINTS OF CROSS-PLATFORM 104
MODEL 89 16.1.10 SA COUNTRY-WISE MARKET VALUE 2012 – 2017
11.6 KEY BENEFITS OF CROSS-PLATFORM MODEL 89 105
11.7 MONETIZING MICRO TRANSACTION IN F2P MODEL: 16.2 REVENUE SOURCES ACROSS ASIA ECOSYSTEM 105
CREATING A NEED APPROACH IS KEY 90 16.2.1 ECOSYSTEM REVENUE % IN ASIA 2012 – 2017 105
11.8 GAME BALANCING METHOD IN MICRO TRANSACTION 16.2.2 ECOSYSTEM REVENUE SOURCE $ IN ASIA 2012-2017
MODEL 90 106
11.9 POTENTIAL RISK AND SOLUTION IN F2P VIRTUAL 16.2.3 CONSUMER SPENDING VS. AD FUNDED REVENUE
ECONOMY 90 2012-2017 107
12.0 MOBILE GAMING PRICING MODEL IN ASIA 92 16.2.4 VIRTUAL ECONOMY VS. AD FUNDED REVENUE 2012-
12.1 5 KEY TREND IN PRICING MODEL 92 2017 107
12.2 FACTORS THAT AFFECT PRICING DECISION: ARPU 16.2.5 TOTAL MOBILE ADVERTISING REVENUE VS. IN-GAME
VS. AVERAGE GAME PRICE VS. AVERAGE GAMERS AD FUNDED REVENUE COMPARISON 108
DOWNLOAD & PAY 92 16.2.6 IN-GAME PURCHASE REVENUE SHARE IN IN-APP
13.0 MOBILE GAMING LIFECYCLE AND ANALYTICS MET- TRANSACTION ECOSYSTEM 2012-2017 109
RICS 93 16.2.7 APAC ECOSYSTEM REVENUE SOURCE 2012-2017
13.1 PRODUCT LIFE CYCLE OF MOBILE GAME: ADOPTION 109
OF MOORE’S LIFECYCLE MODEL 93 16.2.8 SEA ECOSYSTEM REVENUE SOURCE 2012-2017 110
13.2 MOBILE GAME ANALYTICS APPROACH 93 16.2.9 ME ECOSYSTEM REVENUE SOURCE 2012-2017 110
13.3 VIRAL VS. RETENTION GAME: CONCEPTUAL FRAME- 16.2.10 CEA ECOSYSTEM REVENUE SOURCE 2012-2017 110
WORK FOR RETENTION FIRST 94 16.2.11 SA ECOSYSTEM REVENUE SOURCE 2012-2017 111
13.4 GAME LIFECYCLE KPI FRAMEWORK 94 16.2.12 MOBILE GAME ARPU IN ASIA 2012-2017 111
13.5 CHECKLIST OF RETENTION/ENGAGEMENT METRICS 16.3 REVENUE SHARE AMONG STAKEHOLDERS ACROSS
95 ASIA VALUE CHAIN 112
13.6 CHECKLIST OF ACQUISITION METRICS 95 16.3.1 REVENUE SHARE % AMONG VALUE CHAIN STAKE-
13.7 CHECKLIST OF VIRALITY METRICS 96 HOLDERS 112
13.8 CHECKLIST OF MONETIZATION METRICS 96 16.3.2 REVENUE IN $ AMONG VALUE CHAIN STAKEHOLDERS
13.9 CUSTOM METRICS TO DERIVE ACTIONABLE INSIGHT 2012-2017 113
97 16.3.3 APAC STAKEHOLDER REVENUE 2012-2017 113
14.0 SMARTPHONE PENETRATION IN ASIA AND MOBILE 16.3.4 SEA STAKEHOLDER REVENUE 2012-2017 114
GAMING 98 16.3.5 ME STAKEHOLDER REVENUE 2012-2017 114
15.0 CONCEPTUAL DIAGRAM OF MOBILE GAME DESIGN 16.3.6 CEA STAKEHOLDER REVENUE 2012-2017 115
PROCESS VS. ASIAN OUTSOURCE OPPORTUNITY 99 16.3.7 SA STAKEHOLDER REVENUE 2012-2017 115
16.0 MOBILE GAMING ASIA: MARKET ANALYSIS & FORE-
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6. Table of Contents (cont.)
16.4 OS PLATFORM, GAME CATEGORY & BUSINESS ING 2011 131
MODEL WISE MARKET & REVENUE SHARE IN ASIA 116 16.7 MOBILE GAMER PROJECTION IN ASIA 132
16.4.1 OS MARKET SHARE VS. ANNUAL GROWTH IN TERMS 16.7.1 MOBILE VS. ONLINE GAMER % IN ASIA 2012-2017
OF GAME TITLE IN ASIA 2012 116 132
16.4.2 STANDALONE VS. MMG VS. SOCIAL VS. MLBG MAR- 16.7.2 MOBILE GAMER NUMBER IN ASIA 2012-2017 132
KET SHARE 2012- 2017 117 16.7.3 APAC VS. SEA VS. ME VS. CEA VS. SA GAMER %
16.4.3 STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVE- AMONG TOTAL ASIAN MOBILE GAMER 2012 133
NUE IN $ 2012- 2017 117 16.7.4 APAC MOBILE GAMER NUMBER 2012-2017 133
16.4.4 APAC STANDALONE VS. MMG VS. SOCIAL VS. MLBG 16.7.5 SEA MOBILE GAMER NUMBER 2012-2017 134
REVENUE 2012-2017 118 16.7.6 ME MOBILE GAMER NUMBER 2012-2017 134
16.4.5 SEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG 16.7.7 CEA MOBILE GAMER NUMBER 2012-2017 135
REVENUE 2012-2017 119 16.7.8 SA MOBILE GAMER NUMBER 2012-2017 135
16.4.6 ME STANDALONE VS. MMG VS. SOCIAL VS. MLBG 16.7.9 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION
REVENUE 2012-2017 119 GAMER % 2012-2017 136
16.4.7 CEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG 16.7.10 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION
REVENUE 2012-2017 120 GAMER NUMBER 2012-2017 136
16.4.8 SA STANDALONE VS. MMG VS. SOCIAL VS. MLBG 16.7.11 MICRO TRANSACTION PLAYER AMONG MOBILE
REVENUE 2012-2017 120 GAMER 2012-2017 137
16.4.9 FREE-TO-PLAY VS. FREEMIUM VS. PAY-PER- 16.7.12 NUMBER OF MOBILE GAMER BY DEVICE USED 2012-
DOWNLOAD REVENUE GENERATION 2012-2017 121 2017 137
16.4.10 REVENUE FROM PREMIUM VS. FREEMIUM GAME TI- 16.8 MOBILE GAMER DEMOGRAPHY ANALYSIS IN ASIA
TLE 2012-2017 121 138
16.4.11 ANDROID VS. IPHONE/IPOD VS. IPAD APPSTORE 16.8.1 MALE VS. FEMALE MOBILE GAMER % IN ASIA 2012
REVENUE GENERATION RATIO COMPARISON 2012 122 138
16.4.12 PROFITABLE VS. NON-PROFITABLE GAME AMONG 16.8.2 MOBILE GAMER % BY AGE VS. GENDER IN ASIA 2012
TOTAL GAMES 2012 123 138
16.5 MOBILE GAME GENRE DEPLOYMENT IN ASIA 124 16.8.3 AVERAGE MOBILE GAMERS AGE: MALE VS. FEMALE
16.5.1 GENRE DEPLOYMENT RATIO (% AMONG TOTAL ASIAN IN ASIA 2012 139
COUNTRIES) 2012 124 16.8.4 INCOME BRACKET CLASSIFICATION (PER YEAR IN-
16.5.2 APAC COUNTRY-WISE GENRE DEPLOYMENT 125 COME VS. % OF MOBILE GAMER) IN ASIA 2012 139
16.5.3 SEA COUNTRY-WISE GENRE DEPLOYMENT 125 16.8.5 MOBILE SOCIAL VS. TRADITIONAL GAMER % BY AGE
16.5.4 ME COUNTRY-WISE GENRE DEPLOYMENT 126 BRACKET 2012 140
16.5.5 CEA COUNTRY-WISE GENRE DEPLOYMENT 127 16.8.6 AVERAGE AGE OF MOBILE SOCIAL VS. TRADITIONAL
16.5.6 SA COUNTRY-WISE GENRE DEPLOYMENT 127 GAMER 2012 140
16.6 MOBILE GAME DEVELOPER REVENUE & PREFER- 16.8.7 MOBILE SOCIAL GAMER %: MALE VS. FEMALE 141
ENCE IN ASIA 127 16.8.8 CASUAL VS. CORE GAMER % 2012 -2017 141
16.6.1 ASIA VS. GLOBAL MOBILE GAME DEVELOPER REVE- 16.8.9 MALE VS. FEMALE % AMONG CASUAL GAMER 142
NUE 2012-2017 127 16.8.10 FREEMIUM GAME: TIME VS. MONEY SPEND % BY AGE
16.6.2 MOBILE GAME DEVELOPER REVENUE IN ASIA 2012- GROUP 142
2017 128 16.8.11 SMARTPHONE VS. STANDARD VS. WEB ENABLED
16.6.3 MOBILE GAME DEVELOPERS DEMOGRAPHY BY AGE PHONE USERS IN ASIA 2012-2017 143
128 16.8.12 PREFERRED GAMING DEVICE OF GAMERS BY AGE
16.6.4 DAY-TIME CONSUMPTION ON WRITING MOBILE GAME GROUP WHO PLAY AT LEAST ONCE IN A MONTH 143
APPS 129 16.8.13 GAMING ON TABLET (% PLAY GAME AT LEAST ONE
16.6.5 GAME DEVELOPERS DEMOGRAPHY BY SINGE VS. HOUR IN A MONTH) IN ASIA 144
MULTIPLE OS PLATFORM PREFERENCE 129 16.8.14 REGULAR VS. NON-REGULAR MOBILE GAMER %
16.6.6 DEVELOPERS PREFERENCE OVER DISTRIBUTION AMONG MOBILE GAMER 145
PLATFORM 130 16.9 MOBILE GAMERS’ GAME-PLAY BEHAVIOR ANALYSIS
16.6.7 DEVELOPERS’ BELIEF OVER BRAND GAME FOR SUC- & PROJECTION IN ASIA 145
CESS OF A GAME 131 16.9.1 MOBILE GAMERS PREFERENCE OVER OS PLATFORM
16.6.8 TOP 23 ASIAN MOBILE GAMING DEVELOPER/ FOR GAMING IN ASIA 145
PUBLISHER REVENUE VS. % CONTRIBUTION OF MOBILE GAM-
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7. Table of Contents (cont.)
16.9.2 MALE VS. FEMALE PER YEAR AVERAGE EXPENDI- 16.9.25 % OF GAMER BY OS PLATFORM KEEP GAMES ON MO-
TURE ON VIRTUAL GOODS 146 BILE 157
16.9.3 REAL WORLD MONEY EXPENDITURE ON VIRTUAL 16.9.26 DAU GAME-PLAY % BY OS PLATFORM GAMER 158
GOODS: % OF MOBILE GAMER 146 16.9.27 % OF DEVICE USE BY MOBILE GAMER FOR GAMING
16.9.4 % OF GAMER WHO SPEND ON VIRTUAL GOODS 158
AMONG TOTAL GAMER 147 16.9.28 AVERAGE TIME-SPEND BY OS PLATFORM ON MOBILE
16.9.5 EXPENDITURE PATTERN ON VIRTUAL GOOD ITEM’S GAMING: HOURS IN MONTH VS. % DEDICATION 159
CATEGORY 147 16.9.29 MOBILE GAME-PLAY LOCATION BY GAMER % 159
16.9.6 % OF GAMER PLAYED MOBILE GAME AT LEAST ONCE 16.9.30 % OF HOME GAMERS GAME-PLAY LOCATION 160
IN LIFETIME 148 16.9.31 MOBILE PHONE VS. PORTABLE GAMERS ON-THE-GO
16.9.7 SMARTPHONE VS. NON-SMARTPHONE OWNERS AV- GAMING INTEREST BY GENRE 160
ERAGE NUMBER OF GAME PURCHASE PER YEAR 148 16.9.32 POPULAR GAME CATEGORY/GENRE % PLAYED BY
16.9.8 SMARTPHONE VS. NON-SMARTPHONE OWNERS AV- MOBILE GAMER 161
ERAGE SPENDING ON MOBILE GAME IN A YEAR 149 16.9.33 GAME ACQUISITION METHOD OF GAMER % BY OS
16.9.9 MALE VS. FEMALE MOBILE GAME GENRE PREFER- PLATFORM 161
ENCE LIST 149 16.9.34 IN-GAME TRANSACTION SIZE VS. REVENUE GENER-
16.9.10 GAME PURCHASE AND PLAN TO PURCHASE % BY ATE % BY EXPENDITURE PATTERN 162
SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 16.9.35 % OF CONSUMERS PLAYED GAMES ON CROSS-
2012-2017 150 PLATFORM (CONSOLE, MOBILE & COMPUTER) 2012-2017
16.9.11 FREEMIUM GAMER: UPGRADE FREE TO PAID VER- 162
SION 2012-2017 150 16.10 MOBILE GAMING APPS BEHAVIOR IN ASIA 163
16.9.12 CONTENT PURCHASE (POWER-UP, NEW LEVEL/ 16.10.1 GAMING VS. OTHER APPS % AMONG TOP 100 GROSS-
MODES) % BY SMARTPHONE VS. STANDARD/WEB-ENABLED ING APPS 163
PHONE OWNER 2012-2017 151 16.10.2 REVENUE GENERATE % FROM GAMING APPS VS.
16.9.13 $6+ AMOUNT SPENT & PLAN TO SPEND ON MOBILE OTHER APPS 2012-2017 163
GAME 2012-2017 151 16.10.3 % OF CELL-PHONE USER USE MOBILE APPS 2012 –
16.9.14 DAU VS. WAU VS. MAU GAME-PLAY % BY SMART- 2017 164
PHONE VS. HANDHELD DEVICES 2012 152 16.10.4 ARPU PER YEAR FROM SOCIAL GAME APPS CATE-
16.9.15 WAU % BY GAME-PLAY HOURS BY SMARTPHONE VS. GORY (IPHONE & ANDROID) 164
STANDARD/WEB-ENABLED PHONE OWNER 152 16.10.5 GAME VS. OTHER APPS USAGE BY % OF TOTAL MO-
16.9.16 LENGTH OF GAME-PLAY DURATION BY SMARTPHONE BILE APPS USER 165
VS. STANDARD/WEB-ENABLED PHONE OWNER 153 16.10.6 MOBILE GAMERS SPENDING WILLINGNESS OVER
16.9.17 % OF MOBILE TIME SPEND ON PLAYING MOBILE APPS: GAME VS. OTHER APPS 166
GAMES (EXCLUDING CALL TIME) BY SMARTPHONE VS. STAN- 16.10.7 AVERAGE SPENDING ON GAMING APPS BY OS PLAT-
DARD/WEB-ENABLED PHONE OWNER 153 FORM 166
16.9.18 % CHANGE IN MOBILE GAME PLAY ACTIVITY OVER 16.10.8 ASIAN GAMER WHO DOWNLOAD GAMING APPS 2011-
LAST YEAR BY SMARTPHONE VS. STANDARD/WEB-ENABLED 2017 167
PHONE OWNER 154 16.11 MOBILE GAME TREND & PROJECTION IN ASIA 167
16.9.19 FACTOR INFLUENCING % ON INCREASING MOBILE 16.11.1 STANDALONE VS. MMG VS. SOCIAL VS. MLBG TREND
GAME-PLAY 154 (% OF TOTAL GAME) 2012- 2017 167
16.9.20 BENEFIT EXPERIENCED % FROM PLAYING GAMES ON 16.11.2 CASUAL VS. CORE MOBILE GAME % IN ASIA 2012 -
MOBILE PHONE 155 2017 168
16.9.21 SOCIAL GAME-PLAY % ON MOBILE PHONE BY SMART- 16.11.3 GPS ADOPTION PREDICTION OF HANDHELD DEVICES
PHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 155 FOR LOCATION BASED GAMING 2012-2017 168
16.9.22 DAU VS. WAU VS. MAU % OF SOCIAL GAME PLAY ON 16.11.4 LOCAL VS. HYPER LOCAL VS. GAMIFICATION ADOP-
MOBILE PHONE BY SMARTPHONE VS. STANDARD/WEB- TION (% OF MOBILE GAME) 2017 169
ENABLED PHONE OWNER 156 16.11.5 GAME CHARACTERISTICS INFLUENCING TO RECOM-
16.9.23 NEW GAME MARKETING: HOW MOBILE GAMER GET MEND MOBILE GAME TO OTHERS BY SMARTPHONE VS.
INFLUENCE BY OPINION LEADER 156 STANDARD/WEB-ENABLED PHONE OWNER % 169
16.9.24 RECOMMENDATION OF MOBILE GAME TO OTHER BY
SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER
% 157
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8. Table of Contents (cont.)
16.11.6 FREE VS. PAID MOBILE GAME BY DOWNLOAD % 2012- 18.9 SQUARE ENIX: JAPAN BASED 189
2017 170 18.10 GAMEPROM: RUSSIA BASED 189
16.11.7 FREE VS. PAID MOBILE GAME BY TITLE % IN ASIA 18.11 KAIROSOFT: JAPAN BASED 189
2012-2017 170 18.12 KONAMI: JAPAN BASED 189
16.11.8 AVERAGE MOBILE GAME PRICE VS. % OF MOBILE 18.13 DISNEY MOBILE: JAPAN BASED 190
GAME IN ASIA 2012-2017 171 18.14 GREE: JAPAN BASED 190
16.11.9 OTI VS. OTA VS. OTHER MOBILE GAME DOWNLOAD % 18.15 DENA: JAPAN BASED 190
2012-2017 171 18.16 TENCENT: CHINA BASED 191
16.11.10 OTI VS. OTA MOBILE GAME DISTRIBUTION 18.17 MIG33: CHINA BASED 191
PROJECTION IN ASIA 2012-2017 172 18.18 SINA WEIBO: CHINA BASED 191
16.11.11 MOBILE GAME DOWNLOAD VOLUME BY OS 18.19 PAPAYA MOBILE: CHINA BASED 192
PLATFORM IN ASIA 2012-2017 172 18.20 TMG: SINGAPORE & INDONESIA BASED 192
16.11.12 AVERAGE GAME DOWNLOAD BY INDIVIDUAL 18.21 IBIBO: INDIA BASED 192
MOBILE GAMER 2012-2017 173 18.22 INIDAGAMES: INDIA BASED 193
17.0 COUNTRY ANALYSIS 174 18.23 GAMES2WIN: INDIA BASED 193
17.1 JAPAN 174 18.24 HUNGAMA: INDIA BASED 193
17.2 CHINA 174 18.25 NAZARA: INDIA BASED 193
17.3 SOUTH KOREA 175 18.26 ANINO MOBILE: PHILIPPINES BASED 194
17.4 INDIA 175 18.27 GAMEBRAINS: MALAYSIA BASED 194
17.5 AUSTRALIA 176 19.0 GOOGLE VS. FACEBOOK: EMERGING MOBILE GAM-
17.6 RUSSIA 176 ING PLATFORM TREND 195
17.7 NEW ZEALAND 176 19.1 “GOOGLE GAMES” - UNIFIED GAMING PLATFORM
17.8 HONG KONG 177 TREND 2013 195
17.9 TAIWAN 177 19.2 FACEBOOK’S MOBILE-PLUS-OPEN-GRAPH COMBINA-
17.10 INDONESIA 178 TION: W3C MOBILE WEB PLATFORM CORE COMMUNITY
17.11 THAILAND 178 GROUP 195
17.12 PHILIPPINES 179 20.0 NETWORK OPERATOR ANALYSIS 197
17.13 MALAYSIA 179 20.1 NTT DOCOMO - JAPAN 197
17.14 SINGAPORE 180 20.2 KDDI AU – JAPAN 197
17.15 VIETNAM 180 20.3 CHINA MOBILE – CHINA 198
17.16 BRUNEI 181 20.4 CHINA UNICOM – CHINA 198
17.17 TURKEY 181 20.5 CHINA TELECOM – CHINA 199
17.18 UAE 182 20.6 AIRTEL (BHARTI) – INDIA 199
17.19 SAUDI ARABIA 182 20.7 RELIANCE COMMUNICATIONS – INDIA 199
17.20 ISRAEL 183 20.8 VODAPHONE ESSAR – INDIA 200
17.21 EGYPT 183 20.9 IDEA/SPICE – INDIA 200
17.22 KAZAKHSTAN 184 20.10 SK TELECOM – SOUTH KOREA 200
17.23 KYRGYZSTAN 184 20.11 TELSTRA MOBILE – AUSTRALIA 201
17.24 TAJIKISTAN 185 20.12 OPTUS MOBILE – AUSTRALIA 201
17.25 BANGLADESH 185 20.13 VODAPHONE – NEW ZEALAND 202
17.26 SRI LANKA 186 20.14 MTS – RUSSIA 202
17.27 PAKISTAN 186 20.15 MEGAFON – RUSSIA 203
18.0 ASIAN MOBILE GAME DEVELOPER/PUBLISHER 20.16 BEELINE – RUSSIA 203
ANALYSIS 187 20.17 CHUNGHWA TELECOM – TAIWAN 204
18.1 FIREMINT: AUSTRALIA BASED 187 20.18 3 – HONGKONG & MACAU 204
18.2 HALFBRICK: AUSTRALIA BASED 187 20.19 MOBICOM – MONGOLIA 205
18.3 CAPCOM: JAPAN BASED 187 20.20 TELKOMSEL – INDONESIA 206
18.4 EA MOBILE: JAPAN BASED 187 20.21 INDOSAT – INDONESIA 206
18.5 NAMCO BANDAI: JAPAN BASED 188 20.22 VIETTEL – VIETNAM 207
18.6 GAMEVIL: S.KOREA BASED 188 20.23 MOBIFONE – VIETNAM 207
18.7 COM2US: S.KOREA BASED 188 20.24 SMART COMMUNICATIONS – PHILIPPINE 208
18.8 ZEPTOLAB: RUSSIA BASED 188 20.25 GLOBE TELECOM – PHILIPPINE 208
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9. Table of Contents (cont.)
20.26 MAXIS – MALAYSIA 209 NESE BAN CASE AND NEW OPPORTUNITIES 234
20.27 SINGTEL MOBILE – SINGAPORE 209 21.6 COLOPULA: LBS GAME MEETS TRAVEL SEARCH – A
20.28 AIS – THAILAND 210 CASE IN JAPAN 236
20.29 DTAC - THAILAND 210 21.7 HOSTESS CLUB SOCIAL GAME (KOI SHITE KYABA
20.30 DSTCOM – BRUNEI 211 JO): A WOMEN COMMUNITY BASED JAPAN CASE 238
20.31 MPT – BURMA 211 21.8 SOCIAL HORSE-RACING GAMES: A JAPAN CASE OF
20.32 LAO-TELECOM – LAOS 212 MOBILE GAMING TO PRINT MAGAZINE 239
20.33 METFONE – CAMBODIA 212 21.9 SMURF VILLAGE: THE REAL VIRTUAL ECONOMY SUC-
20.34 TURKCELL – TURKEY 213 CESS 240
20.35 MOBILE TELECOMMUNICATION COMPANY OF IRAN 21.10 ALCHEMY: ANDRIOD TITLE SUCCESS CASE IN KOREA
(MCI) – IRAN 213 242
20.36 STC – SAUDI ARABIA 214 21.11 “THE HUMAN ELEMENT” – A FUTURE LBS MOBILE
20.37 ETISALAT – UAE 214 GAME WILL MERGE REAL WORLD WITH GAME VIA MOBILE API
20.38 MTN SYRIA – SYRIA 215 244
20.39 CELLCOM – ISRAEL 215 22.0 JAPAN & SOUTH KOREA BEST MOBILE GAMING
20.40 ROSHAN – AFGHANISTAN 216 PRACTICE: UNDERLYING SUCCESS REASON 245
20.41 MTN/SPACETEL YEMEN – YEMEN 216 23.0 MOBILE GAME PIRACY AND VIRTUAL CURRENCY
20.42 BATELCO – BAHRAIN 216 SCAMMING CHALLENGE IN CHINA & RUSSIA: EXAMPLE, SOLU-
20.43 CYTA MOBILE-VODAFONE – CYPRUS 217 TIONS, AND IOS VS. ANDROID CHINA EXPERIENCE
20.44 VODAPHONE – EGYPT 217 247
20.45 ZAIN – IRAQ 218 24.0 EXCLUSIVE OPINION OF C-LEVEL GAMING EXECU-
20.46 ZAIN – JORDAN 219 TIVE/ COMPANY 252
20.47 ZAIN – KUWAIT 219 25.0 CONCLUSIONS AND RECOMMENDATIONS 254
20.48 TOUCH – LEBANON 220 25.1 CONCLUSION 254
20.49 Q-TEL – QATAR 220 25.2 GENERAL RECOMMENDATION FOR ASIAN MARKET
20.50 OMANTEL – OMAN 221 255
20.51 K’CELL – KAZAKHSTAN 222 25.3 RECOMMENDATION FOR GAME DEVELOPER INCLUD-
20.52 BEELINE – KYRGYZSTAN 222 ING START-UP & PUBLISHER INCLUDING SNS PORTAL
20.53 BABILON MOBILE – TAJIKISTAN 223 255
20.54 UZDUNROBITA – UZBEKISTAN 223 25.4 RECOMMENDATION FOR CONTENT PROVIDER & AG-
20.55 MTS – TURKMENISTAN 224 GREGATOR 256
20.56 GRAMEENPHONE – BANGLADESH 224 25.5 RECOMMENDATION FOR VIRTUAL CURRENCY SOLU-
20.57 DIALOG – SRILANKA 225 TION PROVIDER & CREDIT CARD PROVIDER 258
20.58 MOBILINK – PAKISTAN 225 25.6 RECOMMENDATION FOR HANDSET MANUFACTURER
20.59 NCELL – NEPAL 226 & MOBILE OPERATOR 258
20.60 DHIRAAGU – MALDIVES 226 25.7 RECOMMENDATION FOR INVESTOR & GAMING COM-
20.61 B-MOBILE / BHUTAN TELECOM – BHUTAN 226 PANY 259
21.0 CASE STUDY (REVIEW + SUCCESS ANALYSIS + LES-
SON) 228
21.1 “ULTIMATE DRIVE” APP OF BMW (VIRTUAL GO-TO
COMMUNITY+ MOBILE SOCIAL GAMING + $300-$700 DIS-
COUNT ON TEST DRIVE): A GLOBAL CASE 228
21.2 ANGRY BIRDS – A GAME TO BRAND SUCCESS: $100
MLN GAME BUSINESS VS. CONSUMER PRODUCTS BUSINESS
IN CHINA VS. LOCALIZED SERIES GAME RELEASE IN JAPAN
229
21.3 FRUIT NINJA: $1 MLN BUSINESS VS. CHINA SUCCESS
231
21.4 CUT THE ROPE: 100 MLN DOWNLOAD TO ONLINE RE-
LEASE TO LOCALIZE BUSINESS 233
21.5 KOMPU (COMPLETE) GACHA GAMES: IN-GAME SO-
CIAL GAMBLING PRACTICES VS. CONSUMER LAW- A JAPA-
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10. List of Figures
Figure 1: 5 Key Milestones of Mobile Gaming Market Evolution in Asia 23
Figure 2: Nokia’a Single Player Primitive Snake Game vs. GREE’s Mobile Social Game Screen (Copyright: NOKIA & GREE) 26
Figure 3: Basic Game Architecture framework for Android Platform (copyright: Google) 32
Figure 4: Basic Decorator flow diagram of Warior Game for iOS based on ActionScript 3.0 Flash Builder (copyright: Apple) 34
Figure 5: BlackBerry Native SDK for Game Development leveraging OpenGL ES (copyright: RIM) 35
Figure 6: Bada Apps development framework / class (copyright: Samsung) 36
Figure 7: DoJa Game development architecture (copyright: NTT) 37
Figure 8: XNA Game development framework for Windows Phone (copyright: Microsoft) 39
Figure 9: Boom: a mobile arcade style war game on Android title (copyright: Boom-Mobile) 47
Figure 10: Dead Space: 3D action-adventure dark and hunting game for Android (copyright: Dead Space) 48
Figure 11: MADDEN NFL 12: A sports game for Mobile (copyright: EA) 48
Figure 12: Racing Moto: a fast paced racing game in Android (copyright: Racing Moto) 49
Figure 13: Angry Brids: Casual Strategy – Puzzle game (copyright: Rovio) 50
Figure 14: The Adventures of Tintin: a movie mobile game (copyright: Gameloft) 51
Figure 15: MyNuMo Blackjack: a high quality mobile casino game for iPhone (copyright: Blackjack) 52
Figure 16: Monopoly: The best mobile board game (copyright: Monopoly) 53
Figure 17: SimCity: a city building mobile simulation game for iOS (copyright: EA) 53
Figure 18: Snowboard Super Extreme 3: a motion censored mobile game (copyright: EA) 54
Figure 19: N.O.V.A. 3 - Near Orbit Vanguard Alliance MMG (copyright: Gameloft) 56
Figure 20: My Town 2: a location based city building Mobile Social Game (copyright: Booyah) 57
Figure 21: Game pattern follow by Game while playing MLBG 58
Figure 22: Sample Trail-Map of Gamer in a MLBG 59
Figure 23: Life is Crime: a social location based mobile game for iOS and Android (copyright: Red Bobot Labs) 59
Figure 24: Fruit Ninja: a popular mobile video game (copyright: Fruit Ninja) 60
Figure 25: Graphical Presentation of Mobile Cloud Gaming Network Ecosystem (copyright: standford) 62
Figure 26: G-Cloud: World’s 1st Mobile Cloud LTE Gaming on Docomo Tablet (copyright: Docomo) 62
Figure 27: Mobile Casual Game Flow: Where most casual gamer belongs 64
Figure 28: Angry Birds: Most ever successful Mobile Casual Game (copyright: Rovio) 64
Figure 29: Snoopy Street: a nostalgic free-to-play game on iOS (copyright: Capcom) 65
Figure 30: Onlive Mobile: cloud gaming app on Android facilitating seamless play on PC, Console and Mobile Device (copyright: Onlive)
66
Figure 31: Casino Games For Nokia E90 Mobile (copyright: Nokia) 67
Figure 32: AMEX promotion in FarmVille as Social Currency format (copyright: FarmVille) 68
Figure 33: Triple Town: Micro-transaction social games for iOS (copyright: TripleTown) 69
Figure 34: BMW Ultimate Drive Apps on-go community (copyright: BMW) 70
Figure 35: Gamification training games showcased on Electronic Entertainment Expo conference (copyright: E3) 72
Figure 36: Dungeon Defenders: Second Wave- A cross platform game seamlessly can be played on iOS, Android, PC and Console gam-
ing (copyright: Dyngeon) 73
Figure 37: Structure and Main Activities of Mobile Gaming Ecosystem (copyright: ScienceDirect) 74
Figure 38: Appstore Ecosystem Graphics 75
Figure 39: Sequential steps of Mobile gaming Metrics: Analyzing Consumer to connect with Game 76
Figure 40: Sample Conversion Funnel to Analyze Mobile Gamer 77
Figure 41: Mobile Gaming Value Chain Diagram in Asia 78
Figure 42: Mobile Gaming Value-Chain Partnership Diagram in Asia 78
Figure 43: Revenue Sharing Diagram across Mobile Gaming Value Chain in Asia 79
Figure 44: Revenue Dimension in Mobile Gaming 79
Figure 45: Mobile Game Distribution Platform (Mobile phone, Tablet & Handheld Device) 80
Figure 46: Cross-Platform Mobile Game Distribution Model 81
Figure 47: 2012 Trendy Mobile Gaming Business Models in Asia 87
Figure 48: 6 key points for success in cross-platform model 89
Figure 49: Key Business benefits with Cross-platform Model 89
Figure 50: Concept flow of creating a Need Bragging approach to monetize Micro-Transaction in F2P model 90
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11. List of Figures (cont.)
Figure 51: 5 Trendy Mobile Game Pricing Model in Asia 92
Figure 52: Adoption of Moore’s Lifecycle Model in Mobile Gaming 93
Figure 53: Sequential Steps of Mobile Game Analytic Approach 93
Figure 54: Why Retention First in Mobile Gaming? 94
Figure 55: Mobile Game Lifecycle KPI Framework 94
Figure 56: Checklist of Retention / Engagement Metrics 95
Figure 57: User Acquisition Metrics Checklist 95
Figure 58: Checklist for Virality Metrics 96
Figure 59: Monetization Metrics Checklist 96
Figure 60: Deriving Actionable Insight with Custom Metrics 97
Figure 61: Conceptual diagram of Mobile Game Design Process vs. Outsource Opportunity in Asian Countries 99
Figure 62: Mobile Gaming Market Value % Share: Asia vs. Global 2012-2017 100
Figure 63: Mobile Gaming Asia Market Value 2012-2017 100
Figure 64: 2012 vs. 2017 Market Value Share trend: APAC vs. SEA vs. ME vs. CEA vs. SA 101
Figure 65: Revenue Sources % across Asian Mobile Gaming Ecosystem 2012-2017 105
Figure 66: Direct Consumer Spending vs. Ad Funded Mobile Gaming Revenue Trend 2012-2017 107
Figure 67: Trend Comparison of Revenue from Virtual Economy vs. Funded Ad of Mobile Gaming 2012-2017 107
Figure 68: Comparison between Total Mobile Ad Revenue in Asia vs. In-Game Mobile Ad revenue 2012-2017 108
Figure 69: In-game purchase revenue share% in in-app transaction ecosystem in Asia 2012-2017 109
Figure 70: Mobile Game ARPU in Asia 2012-2017 111
Figure 71: Mobile Gaming revenue sharing % across value chain Stakeholder in Asia 112
Figure 72: OS market share vs. Annual growth in Mobile Gaming Asian Market 2012 116
Figure 73: Standalone vs. MMG vs. Social vs. Location Based Game % share in Asia 2012-2017 117
Figure 74: Standalone vs. MMG vs. Social vs. Location Based Game Revenue in Asia 2012-2017 117
Figure 75: APAC standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 118
Figure 76: SEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119
Figure 77: ME standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119
Figure 78: CEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120
Figure 79: SA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120
Figure 80: Revenue generation ration from F2P vs. Freemium vs. PPD Games in Asia 2012-2017 121
Figure 81: Revenue Comparison from Premium vs. Freemium Game title in Asia 2012-2017 121
Figure 82: Revenue generation comparison between Android vs. iPhone/iPod vs. iPad Appstore 2012 122
Figure 83: Profitable vs. Non-profitable game ratio of all grossing game in Asia 2012 123
Figure 84: Mobile Game Genre deployment ratio in Asia countries 124
Figure 85: Asia vs. Global Mobile Game developer revenue share % 2012-2017 127
Figure 86: Y-Y Mobile Game Developer Revenue in Asia 2012-2017 128
Figure 87: Mobile Game Developers average age demography in Asia 2012 128
Figure 88: ± 50% daytime spend ratio of developer on writing mobile game apps 129
Figure 89: % of Game Developer Prefer Game Development OS Platform Single vs. Multiple 2012 129
Figure 90: % of Game Developer Prefer Single vs. Multiple Distribution Platform 2012 130
Figure 91: Mobile Game developers’ faith on Brand for a game success 2012 131
Figure 92: Mobile vs. Online Gamer % in Asia 2012-2017 132
Figure 93: Y – Y Mobile Gamer Number in Asia 2012-2017 132
Figure 94: APAC vs. SEA vs. ME vs. CEA vs. SA Gamer % of total Mobile Gamer 2012 133
Figure 95: Y-Y Mobile Gamer in APAC 2012-2017 133
Figure 96: Y-Y Mobile Gamer in SEA 2012-2017 134
Figure 97: Y-Y Mobile Gamer in ME 2012-2017 134
Figure 98: Y-Y Mobile Gamer in CEA 2012-2017 135
Figure 99: Y-Y Mobile Gamer in SA 2012-2017 135
Figure 100: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer in Asia 2012-2017 136
Figure 101: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer number in Asia 2012-2017 136
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12. List of Figures (cont.)
Figure 102: Micro Transaction Player in Asia 2012-2017 137
Figure 103: Mobile Gamer by Device Used in Asia 2012-2017 137
Figure 104: Male vs. Female Mobile Gamer % in Asia 2012 138
Figure 105: Age Bracket vs. Gender wise Mobile Gamer % in Asia 2012 138
Figure 106: Male vs. Female Mobile Gamers Average Age in Asia 2012 139
Figure 107: Per Year Average Income vs. Mobile Gamer % in Asia 2012 139
Figure 108: Mobile Social vs. Traditional Gamer % by Age 2012 140
Figure 109: Average age of Mobile Social vs. Traditional Gamer 2012 140
Figure 110: Male vs. Female % among Mobile Social Gamer 2012 141
Figure 111: Casual vs. Hardcore Mobile Gamer % in Asia 2012-2017 141
Figure 112: Male vs. Female ratio among Mobile Casual Gamer 2012 142
Figure 113: Time vs. Money Spend % by Mobile Freemium Gamer in Asia 142
Figure 114: Smartphone vs. Standard vs. Web-enabled mobile user % in Asia 2012-2017 143
Figure 115: Preferred Gaming Device by Broadband Household vs. Different Age group in Asia 2012 144
Figure 116: Tablet Gamer Statistics (% play game at least 1 hour in a month) in Asia 2012 144
Figure 117: Regular vs. Non-regular Mobile Gamer % in Asia 145
Figure 118: Mobile Gamers Preference over OS platform for Gaming in Asia 145
Figure 119: Male vs. Female per Year Spending on Virtual Goods while Playing MMG / Casual Game 146
Figure 120: % of Mobile Gamer spend real world money on virtual goods / purchase at least once a month 146
Figure 121: % of Total Gamer spend on Virtual Goods 147
Figure 122: Gamers expenditure pattern on Virtual Good Item’s Category 147
Figure 123: % of Asian Gamer played mobile game at least once in lifetime 148
Figure 124: Average Number of Game purchase by Smartphone vs. Non-Smartphone Owner in a year 148
Figure 125: Smartphone vs. Non-Smartphone Users Average spending on Mobile Game in a year 149
Figure 126: Smartphone vs. Standard/Web-enabled phone owners’ mobile game purchase & plan to purchase % 2012-2017 150
Figure 127: Upgrade free to paid version % among Freemium Gamer 2012-2017 150
Figure 128: Smartphone vs. Standard/Web-enabled phone Owners content Purchase (power-up, new level/modes) % 2012-2017
151
Figure 129: Smartphone vs. Standard/Web-enabled Phone Owners $6+ amount spent & plan to spend on Mobile Gamer 2012-2017
151
Figure 130: DAU vs. WAU vs. MAU % among Smartphone vs. Handheld Device Gamer 2012 152
Figure 131: Smartphone vs. Standard/Web-enabled phone Owners WAU % by Game-play Hours 152
Figure 132: Smartphone vs. Standard/Web-enabled phone owners Length of Game-Play duration on mobile phone 153
Figure 133: % of Mobile Time Spend on playing Mobile Games (excluding call time) by Smartphone vs. Standard/Web-enabled phone
Owner 153
Figure 134: % Change in Mobile Game Play activity over Last year by Smartphone vs. Standard/Web-enabled phone Owner 154
Figure 135: Factor Influencing % on Increasing Mobile game-play 154
Figure 136: Benefit Experienced % from Playing Games on Mobile Phone 155
Figure 137: Social Game-play % on Standard/web-enabled vs. Smartphone Owner 155
Figure 138: DAU vs. WAU vs. MAU % of Social Game Play on Mobile Phone by Smartphone vs. Standard/Web-enabled phone Owner
156
Figure 139: How Mobile Gamer get influenced about New Game by Opinion Leader 156
Figure 140: % of Smartphone vs. Standard/Web-enabled phone Owner Recommend mobile game to other 157
Figure 141: % of OS Platform Gamer keeps Game on Mobile 157
Figure 142: DAU Game-Play % among Mobile OS Platform Gamer 158
Figure 143: % of Device Use by Mobile Gamer for Gaming 158
Figure 144: Average time-spend by OS Platform on Mobile Gaming: Hours in Month vs. % Dedication 159
Figure 145: Mobile Game-Play location by Gamer % 159
Figure 146: % of Home-Gamers Game-play Location 160
Figure 147: Mobile phone vs. Portable Gamers on-the-go Game Genre Interest 160
Figure 148: Popular Game Category / Genre % Played by Mobile Gamer 161
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13. List of Figures (cont.)
Figure 149: Game acquisition method of gamer% by OS platform 161
Figure 150: In-Game Transaction Size vs. Revenue generate % by Expenditure Pattern 162
Figure 151: % of Consumers Played Games on Cross-Platform (console, mobile & computer) 2012-2017 162
Figure 152: % of Gaming vs. Other Apps among Top 100 Grossing Apps 163
Figure 153: Revenue generate % from Game Apps vs. Other Apps 2012-2017 163
Figure 154: % of Cell-phone user use mobile Apps 2012 - 2017 164
Figure 155: ARPU per year from social game Apps category (iPhone & Android) 164
Figure 156: Game vs. Other Apps Usage by % of mobile Apps user 165
Figure 157: Mobile Gamers willingness over Gaming vs. Other Apps 166
Figure 158: Average Spending on Gaming Apps by OS platform gamer 166
Figure 159: Asian Gamer who download Gaming Apps 2011-2017 167
Figure 160: Standalone vs. MMG vs. Social vs. MLBG Trend (% of total game) 2012- 2017 167
Figure 161: Casual vs. Core Mobile Game % in Asia 2012-2017 168
Figure 162: GPS adoption Prediction of Handheld Devices for Location Based Gaming 2012-2017 168
Figure 163: Local vs. Hyper Local vs. Gamification Adoption (% of Mobile Game) 2017 169
Figure 164: Game Characteristics influencing recommending Mobile Game to Others by Smartphone vs. Standard/Web-enabled phone
Owner % 169
Figure 165: Free vs. Paid Mobile Game download % 2012-2017 170
Figure 166: Free vs. Paid Mobile Game by Title % in Asia 2012-2017 170
Figure 167: Average Mobile Game Price vs. % of Mobile Game in Asia 2012-2017 171
Figure 168: Mobile Game Download % by OTI vs. OTA vs. Other 2012-2017 171
Figure 169: OTI vs. OTA Mobile Game Distribution Projection in Asia 2012-2017 172
Figure 170: Mobile Game download volume by OS platform in Asia 2012-2017 172
Figure 171: Average Game downloads number in a year by Individual Gamer 2012-2017 173
Figure 172: BMW Ultimate Drive Apps: Mobile Social Gaming + Discount Promotion (copyright: BMW) 229
Figure 173: Angry Birds Upcoming Version Concept which may allow to Play as Pig against Birds (Copyright: Rovio & credit: CBSI) 231
Figure 174: Fruit Nina Frenzy Fruit Slicing (copyright: Halfbrick) 232
Figure 175: Om Nom Monster in Handy Candy update of Cut the Rope Experiment (copyright: Zeptolab) 234
Figure 176: Kompu Gacha Game Example (copyright: thenextweb) 236
Figure 177: Colopula Territory Demo (copyright: Colopula) 237
Figure 178: Social Hostess Simulation on Mobage (copyright: Koi Shite Kyaba Jo) 239
Figure 179: 1 mln winning post of Horse Racing Social Games (copyright: Tecmo Koei) 240
Figure 180: Smurf Village Screenshot (copyright: Capcom & Beeline) 242
Figure 181: Alchemy Genetics More Addtictive than Original Classic One (copyright: Andrey "Zed" Zaikin) 243
Figure 182: The Human Element -Future of LBS Mobile game (copyright: Robotoki) 244
Figure 183: Fake Angry Birds Game in China 248
Figure 184: Fruit Ninja pirated version on a Chinese Tablet 248
Figure 185: iPhone Smurf Village Piracy in China (credit: insidemobileapps) 250
Figure 186: iphone ipad Where is My water game Piracy (credit: insidemobileapps) 250
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14. List of Tables
Table 1: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28
Table 2: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28
Table 3: Strategic Impact Analysis of Consumer Attitude vs. Youth Gamer vs. Technology vs. Network Standard vs. Mobile Device vs.
Business Model vs. Mobile Gaming Dynamics on Mobile Gaming in Asia 31
Table 4: 10 top 2011 MMG list by Android vs iOS 55
Table 5: List of top 10 Mobile social Gaming of 2011 57
Table 6: Top 4 MLBG (mobile location based game) 58
Table 7: List of Top Mobile Video Game Freemium Download 60
Table 8: Top 10 mobile casual game by iOS & Android 63
Table 9: List of Top 10 Cross Platform Mobile Game 2011 72
Table 10: Comparison of Google Play & Apple Store Distribution Model 82
Table 11: 11s Key Considerable Mobile Gaming Strategies 85
Table 12: 26 Mobile Gaming Business Model Descriptions 87
Table 13: Revenue sources vs. cost items as per eco system player affecting business model 88
Table 14: Game Balancing Methods in Virtual Economy 90
Table 15: Potential risk & solution in F2P virtual economy 91
Table 16: APAC vs. SEA vs. CEA vs. ME vs. SA Market Value Share % among Total Asia Mobile Gaming Market 101
Table 17: Mobile Gamming Market Value APAC vs. SEA vs. ME vs. CEA vs. SA 2012-2017 102
Table 18: APAC: 10 country-wise market value 2012-2017 103
Table 19: SEA: 10 country-wise market value 2012-2017 103
Table 20: ME: 17 country-wise market value 2012-2017 104
Table 21: CEA: 5 country-wise market value 2012-2017 104
Table 22: SA: 6 country-wise market value 2012-2017 105
Table 23: Ecosystem-wise Revenue Split in Asia 2012-2017 106
Table 24: APAC ecosystem wise revenue source 2012-2017 109
Table 25: SEA ecosystem wise revenue source 2012-2017 110
Table 26: ME ecosystem wise revenue source 2012-2017 110
Table 27: CEA ecosystem wise revenue source 2012-2017 110
Table 28: SA ecosystem wise revenue source 2012-2017 111
Table 29: Revenue Share in amount USD across Asian Value chain Stakeholder 2012-2017 113
Table 30: APAC Value Chain Stakeholder Revenue Share amount 2012-2017 113
Table 31: SEA Value Chain Stakeholder Revenue Share amount 2012-2017 114
Table 32: ME Value Chain Stakeholder Revenue Share amount 2012-2017 114
Table 33: CEA Value Chain Stakeholder Revenue Share amount 2012-2017 115
Table 34: Value Chain Stakeholder Revenue Share amount 2012-2017 115
Table 35: APAC Country Mobile Game Genre Deployment Chart 2012 125
Table 36: SEA Country Mobile Game Genre Deployment Chart 2012 125
Table 37: ME Country Mobile Game Genre Deployment Chart 2012 126
Table 38: CEA Country Mobile Game Genre Deployment Chart 2012 127
Table 39: CEA Country Mobile Game Genre Deployment Chart 2012 127
Table 40: 23 Asian Mobile Gaming Developer/Publisher Revenue vs. % contribution of Mobile Gaming 2011 132
Table 41: Male vs. Female Game Genre Preference List 149
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