Southeast Asia Games Market - Eurogamer

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Southeast Asia Games MarketThe World’s Fastest Growing RegionC A SUAL GAMES SEC TOR REPORT 2015

Why focus onSoutheast Asia?Revenues of the Southeast Asia gamesmarket will double to 2.2 Bn by 2017Key reasons why Southeast Asiawill be the key battleground forglobal players in the game space.1. World’s Fastest Growing GamesRegionThe Big 6Representing 99% ofRegion RevenuesVietnam2. Enormous Underlying OnlineConnectivity and Economic GrowthThailandPhilippines3. Already a Bn Games MarketMalaysia4. Mobile Games are Dominant75%Singapore5. Established WesternDistribution ChannelsIndonesia6. High English LanguagePenetrationSource: Newzoo 2014 Southeast Asia Games Market Report

southeast asiaGames MARKETFastest Growing Games RegionSoutheast Asia’s economic growthprospects, huge population, and fast-rising(mobile) internet connectivity essentiallyguarantee double-digit growth rates interms of game spending for many years tocome.Underlying Growth 2013 to 2017 (CAGR) 10.2% 6.6% 6.8%Southeast Asia is growing beyond othersimilar regions such as LATAM. Projections 4.9%show 85% of games industry growth by2017 will come from Asia.In certain ways Southeast Asia resemblesEurope as a region, not only in terms ofpopulation size, but more importantly, interms of diversity of individual countries. 13.1% 4.1%Latin AmericaFrom a games market perspective, thisresults in significant differences in gamerdemographics, genre preferences andspending behavior.Eastern EuropeSoutheast AsiaLatin AmericaEastern EuropeSoutheast AsiaOnline Connectivity GrowthEconomic Growth (GDP)Source: Newzoo 2014 Southeast Asia Games Market ReportGame Revenues 2014 230.3M 214.2M 201.6M 181.1M 155.8M ippinesKPI Regional Comparisons 2014Latin AmericaEastern EuropeSoutheast ine Population (%)311,000,000 (50%)218,000,000 (62%)188,000,000 (30%)Gamers176,000,000134,000,000126,000,000Game Revenues 3,349,000,000 2,445,000,000 1,094,000,000CAGR 2013-2017 14.2% 14.7% 28.8%Source: Newzoo 2014 Southeast Asia Games Market ReportS o u t h e a s t a s i a g a m e s m a r k e t ca s ua l G a m e s Ass o c i at i o n3

Southeast Asia Better Option than China?Southeast Asia may be easier to enterthan China and has already become abattleground for global players in thegames space.Estimated English SpeakersSingaporeOne reason for this is that all countriesin the region are familiar with Englishas a language of international businessand popular culture. In Singapore andPhilippines, English is an officiallanguage. In Malaysia, English is anactive second language and otherregions widely use English in business.80%PhilippinesMalaysia32%Southeast Asia also shares many of thesame preferences for social networks asthe West. As high as 95% of those usingmobile social networks or chatapplications in Vietnam are actively onFacebook. The lowest percentage ofFacebook users in the region isIndonesia, and that is still at 78%.Twitter and Instagram are also utilizedat a good rate in all regions.57%Thailand27%VietnamIndonesia 15% 10%China 1%Sources: Singapore Census 2010, David Crystal The Cambridge Encyclopedia of the EnglishLanguage 2003, John Benjamins English in Southeast Asia 2012Popularity of Social 36%26%21%8%4Source: 2015 Newzoo Data Explorer

southeast asiaGames MARKETMobile Gaming in SEAOverall, half of the topgrossing games in SoutheastAsia are Western titles.Western games are mostpopular in the Philippines,where they make up 65% ofthe top games. Only 35% ofthe top games in Thailand areWestern titles, the lowestpercentage in Southeast Asia.King and Supercell are by farthe most dominant Westernpublishers with their hittitles making apperances inevery Top 20 ranking.Best performing Westerns Gamesis one of thehighest grossinggames in everySEA countryAlso big in all countries:# of Top Grossing Apps from Western Companies January 2015AppleGoogle PlayThailand Top 20Phillipines Top 20Indonesia Top 2013 209 20Apple15 20Apple8 20Google Play11 20Google Play6 20Singapore Top 20Malaysia Top 20Vietnam Top 2011 20Apple13 20AppleGoogle Play11 20Google Play8 20Apple9 20Google Play7 20S o u t h e a s t a s i a g a m e s m a r k e t ca s ua l G a m e s Ass o c i at i o n5

Indonesia: Urban and WorkingAn important demographic strength isIndonesia’s young population andcorresponding large workforce, a keydriver for growth of consumption. Witha population of 252.8 million in 2014,Indonesia is the most populous countryin Southeast Asia and fourth in theworld. Over half of that populationlives in an urban environment, with 10million living in Jakarta alone, themost populous city in the region.Indonesia’s large population, growingmiddle class and mobile internetpenetration contribute to reasons forinvestment.Key Data for 2014Population252,800,000Online Population52,600,000Gamers34,000,000Paying Gamers19,900,000 9.12Annual Spend / Payer2014 Revenues (exl. Tax) 181,100,000Source: Newzoo 2014 Southeast Asia Games Market Report51% of Indonesians liveA large percentage of mobile gamers in Indonesia have spentmoney on mobile games. Strategy games is the most popularmobile genre, with similar percentages of spenders and nonspenders across all of Indonesia’s top 5 mobile an urban eviromentSource: CIA The World Factbook 2014Popularity of Mobile Game Genres Amongst Mobile GamersSpendersNon-Spenders41% 42%35%30%24% 24%20% 19%49% of mobilegamers spend moneyon mobile games614%StrategyGamesRacingGamesAction / AdventureGamesArcadeGames17%SimulationGamesSource: 2015 Newzoo Data Explorer

southeast asiaGames MARKETMalaysia: Multiscreen GamersKey Data for 2014Population30,200,000Online Population (%)21,400,000Gamers14,300,0006,600,000Paying Gamers 32.61Annual Spend / Payer2014 Revenues (exl. Tax) 214,200,000In Southeast Asia, Malaysia is thecountry where playing on multiplescreens is most popular. Of allMalaysian gamers, 26.5% play on allfour screens: Computer Screen (PC),Personal Screen (smartphone),Entertainment Screen (console) andFloating Screen (tablet/handheldconsole). This is above the globalaverage of 23.9%.Computer screens and personal screensare the most prevalently used, with93.2% and 87.4%, respectively, of thegaming population utilizing these.Source: Newzoo 2014 Southeast Asia Games Market ReportMany mobile gamers in Malaysia have spent money on mobilegames. This is especially interesting considering that theannual spend is second highest in Southeast Asia at 32.61 perspender.27% of gamers play onall four screensSource: Newzoo 2014 Southeast Asia Games Market ReportPopularity of Mobile Game Genres Amongst Mobile GamersSpendersNon-Spenders40%31%25%27%21% 21%43% of mobilegamers spend moneyon mobile gamesSource: 2015 Newzoo Data ExplorerStrategygamesRacingGamesAction / AdventureGames19%20%16%13%Simulation Puzzles / 3-in-a-rowgamesGamesS o u t h e a s t a s i a g a m e s m a r k e t ca s ua l G a m e s Ass o c i at i o n7

Philippines: Increasingly OnlineBetween 2004 and 2014, internetaccess in the Philippines grew morethan 800%, the fastest rate inSoutheast Asia, due primarily to theboom in mobile internet.Key Data for 2014Population100,100,000Online Population (%)42,000,000Gamers27,200,000Paying Gamers11,000,000 8.76Annual Spend / Payer2014 Revenues (exl. Tax)Other contributing factors include:investments from telecom companiesinto expanding coverage across theislands, computer literacy programs inschools, and increasing affordability ofcomputers and gadgets. Internetpenetration reached 42% in 2014,translating to an online population ofabout 42 million. 96,800,000Source: Newzoo 20154 Southeast Asia Games Market Report42% of the PhilippinesThe Philippines has a lower percentage of mobile gamespenders compared to the rest of the region, and similarpercentages of spenders and non-spenders across all of thePhilippines’ top 5 mobile online, compared to 5%only 10 years agoSource: ITU, Newzoo forecast for 2014Popularity of Mobile Game Genres Amongst Mobile GamersSpenders33%Non-Spenders36%32%29%25%27%20% 20%20% 20%38% of mobilegamers spend moneyon mobile games8StrategyGamesRacingGamesAction / Adventure Role PlayingGamesGamesArcadeGamesSource: 2015 Newzoo Data Explorer

southeast asiaGames MARKETSingapore: Payers Spend BigKey Data for 2014Population5,500,000Online Population4,100,000Gamers2,800,000Paying Gamers1,100,000 189.30Annual Spend / Payer2014 Revenues (exl. Tax) 201,600,000Singapore has the lowest percentage ofpaying mobile gamers at 29%, but thosemobile game spenders have far andaway the highest annual spend perpayer in Southeast Asia at 189 acrossall platforms. When looking at payersby platform, tablet and mobile phonegamers have the highest average yearlyspend compared to payers on otherscreens.One factor that certainly contributes tothe high spend per payer overall is thatSingapore has the third highest percapita GDP (PPP) in the world.Source: Newzoo 2014 Southeast Asia Games Market ReportStrategy games is the most popular mobile genreamong non-spenders, while action or adventuregames is the most popular mobile genre amongspenders. 189the highest annualspend per player inSoutheast AsiaSource: Newzoo 2014 Southeast Asia Games Market ReportPopularity of Mobile Game Genres Amongst Mobile GamersSpendersNon-Spenders30%27%22%21%16%26% 26%19% 18%14%29% of mobilegamers spend moneyon mobile gamesSource: 2015 Newzoo Data ExplorerStrategyGamesRole Playing Puzzles / 3-in-a-rowGamesGamesArcadeGamesAction / AdventureGamesS o u t h e a s t a s i a g a m e s m a r k e t ca s ua l G a m e s Ass o c i at i o n9

Thailand: Largest Game RevenuesThailand boasts the highest gamesrevenues in Southeast Asia at 230.3Min 2014. More impressively, therevenues seen in 2014 are expected togrow to 490.9M by 2017, representinga CAGR of 30.9% and putting Thailandin the global top 20 countries by gamerevenues.Key Data for 2014Population67,200,000Online Population (%)21,100,000Gamers14,700,000 27.76Annual Spend / Payer2014 Revenues (exl. Tax)Currently mobile games revenues makeup 31% of the total, but are projectedto account for over half of gamerevenues by 2017.8,300,000Paying Gamers 230,300,000Source: Newzoo 2014 Southeast Asia Games Market Report213% increase in gameAlmost half of mobile gamers in Thailand spend moneyon mobile games. Racing games is the most popularmobile genre among both spenders and non-spenders.revenue between 2014 and 2017Source: Newzoo 2014 Southeast Asia Games Market ReportPopularity of Mobile Game Genres Amongst Mobile 15%15%49% of mobilegamers spend moneyon mobile games10RacingGamesAction / esSource: 2015 Newzoo Data Explorer

Vietnam: Mobile Games on the RiseAlthough the mobile phone gamessegment currently has the highestnumber of players, smartphone gamesonly account for about 18% of revenuesin Vietnam.Key Data for 2014Population92,500,000Online Population (%)44,700,000Gamers31,400,000Paying Gamers12,300,0002014 Revenues (exl. Tax)However, this segment will see animpressive CAGR of 87.7%, the fastestin Southeast Asia, becoming thebiggest segment by 2017. Additionally,revenues for mobile phones and tabletstogether will reach 161.6M in 2017,accounting for just over 50% of allgames revenues. 12.67Annual Spend / Payersoutheast asiaGames MARKET 155,800,000Source: Newzoo 2014 Southeast Asia Games Market Report39% of game revenues willRacing games is the most popular mobile genre amongboth spenders and non-spenders. More non-spenders inVietnam play brain-training or educational gamesthan payers from mobile phones in 2017Source: Newzoo 2014 Southeast Asia Games Market ReportPopularity of Mobile Game Genres Amongst Mobile GamersSpendersNon-Spenders44% 44%35%27%* Does not include Poker Games25%23%19%20%20%18%48% of mobilegamers spend moneyon mobile gamesSource: 2015 Newzoo Data ExplorerRacingGamesBrain Training / EducationalGamesStrategyGamesRole PlayingGamesCard*GamesS o u t h e a s t a s i a g a m e s m a r k e t ca s ua l G a m e s Ass o c i at i o n11

See you in SingaporeCasual Connect Asia in Singapore brings together nextgeneration developers, publishers, distributors andplatforms to explore the fastest growing region in thegames industry. Explosive consumer growth coupled withproven creative development make APAC a valuablemarket to explore on both ends of the value chain, andCasual Connect Asia brings the perfect mix of businessand creativity enabling you to stake your claim in theregion’s potential.http://usa.casualconnect.orgFor press inquiries, please emailjessica@casualgamesassociation.orgLearn more about the games industry with the bestspeakers, networking, lectures and data to help yousucceed in a crowded market at:Casual Connect Asia in Singapore19-21 May 2015Casual Connect USA11-13 August 2015Casual Connect Tel-AvivNovember 2015Casual Connect Europe in Amsterdam February 2016Casual Connect Asia in SingaporeMay 19-21, 2015About NewzooNewzoo is an international full service marketresearch and consulting firm, focusedcompletely on the games industry. It providesindependent market data across all gamesegments, business models and regions of theworld based on a unique combination ofprimary consumer research, transactional dataand financial analysis.About the Casual Games AssociationWhen it comes to the health of your business, the more things that worktogether, the better. Which is why the Casual Games Association is a criticalportion of the success of your company and the industry as a whole. Itmeans that you and your team have access to cutting edge educationalresources and are connected to thousands of other game industryprofessionals, members of the press and service providers around the globe.Learn more at

Popularity of Mobile Game Genres Amongst Mobile Gamers 5,500,000 4,100,000 2,800,000 1,100,000 189.30 201,600,000 Population Online Population Gamers Paying Gamers Annual Spend / Payer 2014 Revenues (exl. Tax) Action / Adventure Games Arcade Games Puzzles / 3-in-a-row Games Role Playing Games Strategy Games 30% 22% 26% 26% 14% 27% 19% 18% 21% .

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