Panel: Getting Your Mobile Game to the Regional Market
M, Moderator: Yan Marchal, Co-Founder & CEO, Sanuk Games
G,: Gerald Tock, Chieftain, Inzen Studio
A, : Allan Simonsen, Co-founder, Boomzap Entertainment
GD, : Gabby Dizon, CEO, Altitude Games
N,: Nobuyoshi Noda, Head of Global Business, Adways
Keynotes of the Panel Discussion
M: According to you, which kind of games is getting into the regional market?
N: Thailand, Indonesia is getting popular with LINE games. China is WeChat. Korea is kakao talk, Different countries is popular with different platform.
A: Are there any differences between all the mobile messaging app?
N: Kakao talk and LINE has very similar feature. As both app are developed in Korea.
G: South East Asia (SEA) in 1980-90an, has influence from foreign countries such as USA< Hong Kong and Japan. Users today are used to different culture and history. Vietnam has similar trend too. Singapore is an unique market. There are many culture influences in Singapore.
GD: In Philippine is more toward western influence.
M: To be success in game industry, do we need to work with mobile messaging app How about hardcore game?
A: Discovery games are easier to go with mobile messaging app. There is much different type of games too. It caters to different market.
GD: mobile messaging app is like a control ecosystem. Curate the system into app store. There are other ways to be discovered too.
G: In SEA, Thailand’s Beetalk is getting more popular. Lots of regional apps need to be check out too.
M: SEA is a bunch of countries with different ecosystem. Should you think of localizing r address it generally?
A: It depends in resources. Our company have dedicated team to enter target market. For Vietnam market, you will need a local partner
M: Which market is easier to enter?
A: Singapore and Malaysia is a good start up place for western countries. Indonesia and Vietnam need local partner. While Philippine market is hard to get users to pay
G: Philippine is strap between western for play. No purchase of paid game in Philipine.
A: Find another solution to get paid except Singapore. You need to know other scheme to get revenue.
N: Singapore, Malaysia, Thailand are bigger market but not sure which is the best market. You have to try you app in this countries first. See which countries grow more before localized it. Vietnam market used different distribution channels
A: Mass market in Thailand and Vietnam are non- English speaking.
M: Where to Thai people download the game? Google play? iTune Store? How about other market?
A: Vietnam and Indonesia will get games from local store. While, Philipine will get it from Google play.
M: Not may people in Sea have credit cards. Is there any other finance provider in the market?
GD: We need to optimize on advertisement. Need to find out how the carrier billing is working in this region.
A; Softbank said the next banking is create system to internet banking or cash on internet. Huge market in rural area. However, the billing system needs to be provided.
G: game target to China. Niche market is in consideration too. Vietnam partner usually take care of their local market. Vietnam has work out the payment system. However, Indonesia does not have clearer parties to work it out.
N: check out the percentage of revenue from emerging market. User can advertise in different region too.
M: Vietnam never ventures alone. How about the rest of the countries?
G: Singapore and Malaysia share the same market but more brand focus. Revenue is from other countries.
G: The Company is growing soon. We will get other countries to compete too.
M: How to maintain a good mobile game company?
G: we have to separate the operation team specifically events needed. Test out the function and learn from publisher
M: Is there any regional publisher or local publisher in SEA.
G: Not yet have a regional publisher. SEA is an experimental and open market.
A; some companies have the best solution
M: premium game is easier to make money
GD: Not in Philippine. It is hard to get players to pay to play
N: it depends on the pay app or payment gateway. Google play currently only accept credit card.
A: large traditional company is moving into premium game. Free to play is good opportunity for exposure
G: premium game is western game is popular. Free to play in oriental countries is popular. Premium games in Singapore need some brand awareness.
M: What are the best store for user acquisition?
A: Google & Facebook ca create advertisement & earn revenue. Traditional methods is get an article up. Google, Facebook and iTune are the best store. Not it seems normal for companies to pay $ 5 for a customer. This is not good for game developers
M: need to think globally.
