Understanding South East Asia Mobile Market Providing a quick overview on the South East Asia mobile market it is a fast growing region where we have more than 150m smartphones in circulation within a population of over 660m. SEA is a young and up coming market with very exciting prospects for mobile services, apps and games. Note: information is as of late last year. there are much changes in the market and numbers are expected to have increase by 8% to 15%

1. South East Asia
The
Mobile Gaming
Environment+++

2. ASIASOFT
A leading gaming,
digital and online
entertainment
company in South East
Asia with significant
market share in
Thailand, Singapore,
Malaysia, Vietnam,
Philippines and
Indonesia

3. Leading Game Publisher in SEA
14 Years
6 Countries
900+ Staff
40 Games
120m gamer base
Public Listed in Thailand
ASIASOFT Key Facts

4. Online Games
Distribution
Channeling
Mobile Games
4
Asiasoft engages the gamers
with through publishing and
operating for online, web,
mobile and distribution of box
set games.
Through our Playpark portal
and over a network of over
10,000 cyber cafes affiliates,
we are able to reach out to the
gamers throughout SEA region
Asiasoft Services

5. South East Asia
Mobile Gaming &
Internet Environment

6. About South East Asia

7. 7
About South East Asia
The population in South East Asia is generally young, where over
70% of the people in emerging countries are age 34 and below.

8. Mobile Social in South East Asia
Population
Active Mobile
Internet Users
Social Accs on
Mobile
Social Media Usage
on Mobile
Playing Games on
Mobile
Watching Videos
on Mobile
Malaysia 30,000,000 16,500,000 15,000,000 9,900,000 7,200,000 8,400,000
Philippines 100,000,000 32,000,000 32,000,000 19,000,000 15,000,000 19,000,000
Singapore 5,500,000 3,500,000 3,200,000 2,090,000 1,430,000 1,870,000
Thailand 67,000,000 17,700,000 28,000,000 8,040,000 8,040,000 10,720,000
Vietnam 93,000,000 32,400,000 24,000,000 22,320,000 16,740,000 20,460,000
Indonesia 253,000,000 54,000,000 62,000,000 35,420,000 25,300,000 27,830,000
Total 548,500,000 156,100,000 164,200,000 96,770,000 73,710,000 88,280,000
• Mobile Social has grown tremendously in the last 5 years
• Facebook is the biggest social network in SEA
• Youtube is the widest used video network
• Photo taking is the most popular sharing activity on social
• Not all social media users play games
* source: We Are Social

9. Time Spent on Internet
0
1
2
3
4
5
6
7
8
9
10
Philippines Thailand Malaysia Indonesia Vietnam Singapore
6.3
5.5
5.1 5.1 5.2
4.7
3.3
4.1
3.7
3.2
2.7
2.3
Time Spent on the Internet Desktop Mobile
SEA users are always connected to the internet no matter where they are!

10. 10
Market Share of Smart Vs Featured Phones

11. 0
10
20
30
40
50
60
Indonesia Thailand Vietnam Philippines Malaysia Singapore
Quantity
Indonesia Thailand Vietnam Philippines Malaysia Singapore
Series1 52 28 20 16 10 4.5
Smartphones in South East Asia 2014
Smartphones Numbers in SEA*
The estimated number of smartphones in the SEA region is about 130m to 140m.
*** Data obtained from various sources

12. 12
Growth of SEA Gaming Market
Projected growth in the next few years is expected to be steady and
expected to hit beyond $2 Billion USD in 3 years time!

13. 13
Fueling the Growth of SEA
• Young Population
• Hungry for Content
• High Conversion from Feature Phone to Smart Phones
• Improved mobile networks (4G, LTE)
• Increased Income Level
• Lifestyle Changes & Trends

14. About
South East Asia
App Stores

15. 15
• Captures more than 65% of market
• Fueled by low cost OEM phones
• User base is mid to low income
• Championed by Samsung
• High user base, low revenue
• Captures 35% or less of market
• Expensive phone in SEA
• User base is mid to high income
• Apple branding is a prestige
• High revenue, low user base
Google Android Vs Apple iOS

16. Playing
Behavior of
SEA Gamers
SEA Apple App Store
SEA Google Play Store
• RPG genre dominates the
grossing chart in SEA
• SEA users do not have a
specific preference of games
from a certain country
• Casual & Puzzle genres
attracts
• Loyalty for core users are
high. Some are playing the
same game for more than 1
year

17. Publishing Games in
South East Asia?

18. 18
Publishing Considerations in SEA
User Acquisition
- Cost of Acquisition
is growing fast in
SEA
- Averages from
USD$0.5 to USD$2
- Quality of users is a
concern
*Source: Chartboost
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2
Singapore
Malaysia
Thailand
Indonesia
Vietnam
Philippines
Avg CPI rates for South East Asia
Google Play iPad iPhone

19. 19
Publishing Considerations in SEA
Revenue
- Low ARPU
- Low Pay Rate
- Low credit card penetration
*Source: Fortumo

20. 20
Publishing Considerations in SEA
Competitive Environment
- East & West Melting pot
- Target region for global
publishers
- Fast moving trends

21. 21
Publishing Considerations in SEA
Culture
- Each country is
unique
- Localization is
more than text
- Understanding of
gamers
*Source: Fortumo

22. 22
Should I publish on
my own or should I
work with a local
partner?

23. 23
Questions
&
Answers

24. 24
Robin Sagacious Ng
Head of International Business
____________________________
Asiasoft Corporation PCL
M: +65 8121 7577
E: robin.ng@asiagroup.net
Skype : dweeteng LINE : dweeteng Kakao : dweeteng
Linkedin : http://sg.linkedin.com/in/robinng
Web: www.asiasoft.net
Contacting Me!

25. 25
Appendix

26. Key Success Factors
for
for Publishing
in
South East Asia

27. What Asiasoft Did?
Asiasoft published Raganarok Mobile game licensed from Gravity
Korea.
• Achieve number 1 ranking within 3 days of launch
• Managed to keep within top 20 grossing in 8 months
• Conducted ATL and BTL marketing
• Building Communities and Localizing game for local taste
• Enabled 3rd party billing

28. What Asiasoft Did?
Localization
- Fine Tune game to suit local
cultures
- Language localization is much
preferred
- Events and Activities cater for
local or SEA culture
Community
- Engaged the community
directly
- Listen to the feedback
- Build up the core group to
“evangelize” the game
Marketing
- Go beyond digital marketing
- Ground awareness
- Reach out to the gamer pool
fast
- Work with platform providers
besides appstores
Billing
- Need to have 3rd party
payment for players to pay
- Develop a separate build for
3rd party billing