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Leon Zhong, Mobvista

Ad234dd95cba9583d22026dcbb44ce9a?s=47 wnconf
November 16, 2017

Leon Zhong, Mobvista

How to Promote Games in China

(White Nights Conference Moscow 2017)
The official conference website — http://wnconf.com

Ad234dd95cba9583d22026dcbb44ce9a?s=128

wnconf

November 16, 2017
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Transcript

  1. How to promote games in China Leon Zhong From Mobvista

    Mobvista — 汇 量量 科 技 —
  2. Part 1 Global Games Market

  3. Mobvista Decrease year by year PC、Browser、Console Stable Mobile games on

    Tablet Growing Fast Smartphone Games $128.5 billion by 2020
  4. Mobvista $108.9 billion in game revenues in 2017 $46.1 billion

    Mobile games will generate 42% of the global market 2.2 billion Gamers across the globe
  5. Mobvista 47% of total global game revenues $27.5 billion China

    market $25.1 billion US Market $51.2 billion The APAC territories
  6. Mobvista $65.1 billion Total revenues 60% of total global game

    revenues Big Three China、US and Japan
  7. Part 2 Chinese Games Market

  8. Mobvista The Biggest Game Market $24.6 Billion Total Revenue $122

    ARPU $11.2 Billion Mobile Revenue 199.8 Million Paying Gamers 731.2 Million Online Population 558.5 Million All Gamers
  9. Mobvista 53% of total game revenues Mobile the fastest-growing part

    $21.3 billion Mobile revenues in 2020 $14.6 billion Mobile revenues
  10. Mobvista 0 % 15 % 30 % 45 % 60

    % 0 20 000 40 000 60 000 80 000 100 000 2012.6 2012.12 2013.6 2013.12 2014.6 2014.12 2015.6 2015.12 2016.6 2016.12 2017.6 China Internet User Population Internet Penetration Rate 54,3 % 53,2 % 51,7 % 50,3 % 48,8 % 47,9 % 46,9 % 45,8 % 44,1 % 42,1 % 39,9 % 75 116 73 125 70 958 68 826 66 769 64 875 63 200 61 758 59 056 56 400 53 760 39,9 % 42,1 % 44,1 % 45,8 % 46,9 % 47,9 % 48,8 % 50,3 % 51,7 % 53,2 % 54,3 % The Biggest Game Market
  11. Mobvista 0 % 25 % 50 % 75 % 100

    % 0 20 000 40 000 60 000 80 000 100 000 2012.6 2012.12 2013.6 2013.12 2014.6 2014.12 2015.6 2015.12 2016.6 2016.12 2017.6 China Mobile Phone User Population Mobile Phone Users/Internet Users 96,3 % 95,1 % 92,5 % 90,1 % 88,9 % 85,8 % 83,4 % 81 % 78,5 % 74,5 % 72,2 % 72 361 69 531 65 637 61 981 59 357 55 678 52 705 50 006 46 376 41 997 38 825 72,2 % 74,5 % 78,5 % 81 % 83,4 % 85,8 % 88,9 % 90,1 % 92,5 % 95,1 % 96,3 % The Biggest Game Market
  12. Mobvista The Biggest Game Market 0 % 9 % 18

    % 27 % 36 % 45 % U nder 10 10 ~ 19 Years O ld 20 ~ 29 Years O ld 30 ~ 39 Years O ld 40 ~ 49 Years O ld 50 ~ 59 Years O ld O ver 60 4,8 % 5,8 % 14,1 % 23 % 29,7 % 19,4 % 3,1 % China Internet User Age Breakdown
  13. Part 3 Huge But Difficult Market

  14. Mobvista Banned Chinese Market

  15. Mobvista Over 300 Android App Stores 84.96% TOP 5 Android

    App Store 4.18% Google Play Coverage
  16. Mobvista

  17. Mobvista Banned Chinese Market

  18. Mobvista Famous Games on iOS Platform

  19. Mobvista Banned Media Resource

  20. Part 4 Chinese Local Media Resource

  21. Mobvista Total Media Ad Spending in China 0 175 350

    525 700 2013 2014 2015 2016 2017 2018 2019 1,69 1,87 2,26 2,91 4,07 7,72 7,81 5,02 7,41 9,59 13,72 23,25 50,32 51,22 15,45 15,31 15,07 14,76 14,54 14,3 13,99 102,27 103,41 103,1 104,99 108,46 117,29 111,93 631,99 502,25 388,41 290,27 218,45 154 110 Digital TV Radio Newspapers Magazines
  22. Mobvista Tencent Social Network Mobile PC 02 . 1 --

  23. Mobvista WeChat Ads Format

  24. Mobvista QZONE Ads Format

  25. Mobvista Tencent Tui Ads Platform:

  26. Mobvista Search Ads:Baidu Baidu Browser Baidu BBS Mobile Baidu Volume:

    Mobile Baidu DAU is more than 100 Million; WAP Baidu MAU is 667 Million; Baidu BBS MAU is more than 300 Million; Baidu Browser MAU is more than 130 Million; Way of Buying: RTB and CPC
  27. Mobvista Weibo Ads Platfrom 297 Million MAU;132 Million DAU;91% Mobile

    Users
  28. Mobvista Toutiao Ads Platfrom No. of users:700M DAU:78M MAU:1.75B Daily

    Activation Per User : 9 times Daily Stay Time Per User:76 mins Audiences Targeting:Age Group, Gender, Geo, Network Wifi, Keywords, Interest, Behavioral, Android&iOS……
  29. Mobvista Video Ads Platform:iQiYi & YOUKU

  30. Mobvista DSP & Affiliate Networks

  31. Mobvista DSP & Affiliate Networks Social_networking Skout Meet me Lifestyle

    Township My Talking Tom Top Sites Playbuzz H Code Media Inquisitr.com Twentytwowords.com Tools Ranker.com Thoughtcatalog.com Nerdist.com Dailymotion.com Wuxiaworld.com Mentalfloss.com Games 2 Rolling Sky 10B Daily Impressions 243 Countries & regions 250M SDK DAU 2B Global User Data
  32. Part 5 How To Get Users In China

  33. Mobvista Positioning Understand your target audience & Develop an appropriate

    branding strategy
  34. Mobvista Localization

  35. Mobvista Local Partner Work with local media sources. Build up

    direct connections with giant media sources like Tencent/ Baidu / Toutiao etc.
  36. Mobvista

  37. Win in China

  38. Thank You Leon Zhong From Mobvista Mobvista — 汇 量量

    科 技 —
  39. leon_zhong@mobvista.com zhaoxuan@mobvista.com