Leon Zhong, Mobvista

How to Promote Games in China

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

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