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Mobile Gaming Asia

Market and Forecast Analysis


November 2011

Overview:
Mobile gaming is enjoying solid growth in terms of revenue and market share. It is estimated to hit $54 Billion global market value by 2015. The Asian region leads the mobile gaming market with approximately 40% market stake. The greater Asia Pacific region as well as emerging markets such as the Middle East are also high growth areas. This report represents a comprehensive analysis of mobile gaming opportunities in Asia. It provides insights into the mobile gaming business and analysis of current limitations, challenges, and opportunities. The report evaluates current and future mobile gaming technologies, new media and its dynamics with mobile gaming business. The report includes mobile game development companies, key mobile gaming business drivers, global and Asian gaming business prospects, prospects by country and telecom operator. The report also includes analysis of the gaming business value chain and developing trends. Mobile Gaming Technology in the report: Windows Phone, Windows Phone 7.5 / 'Mango' , webOS, Apple iOS, Android, Symbian, BlackBerry OS, Bada, Brew, DoJa, Java ME , WIPI, Maemo, MeeGo, SHR, Linux, LiMo 4, Boot 2 Gecko (B2G), Aliyun OS, Tizen, Meltemi Mobile Gaming Genres in the report: Action, Action-adventure, Adventure, Role-playing, Simulation, Sport, Strategy Countries in the report: China, Japan, Korea, Russia, Australia, India, Indonesia, Thailand, Philippines, Malaysia, Singapore, Vietnam, Hong Kong, Mongolia, New Zealand, Taiwan, Bangladesh, Sri Lanka, Pakistan, Turkey, Iran, Israel, Saudi Arabia, Afghanistan, Iraq, Syria, UAE , Egypt, Kazakhstan, Kyrgyzstan, Uzbekistan

Companies in the Report:


Game Developers and Platforms GREE, DeNA, Tencent, Mig33, PapayaMobile, Electronic Arts, Gameloft, Rovio, Mobilenter, Tomb Raider, zynga, Poker, Smart Cell, Palm, Scoreloop, Qualcomm, Oracle, HTC, LiMo Foundation, Mozilla Corporation, Alibaba, SCVNGR, IGT, inTouch Games, Alchemybet Ltd, Neo Games, Play'n GO, Play tech, Probability, Slotland, Spin 3, ThePhoneCasino, Iceland's CCP Games, SUN, Rhomobile, PopCap Games, Valve, Glu, Ngmoco, Magmic, Disney Mobile, Punch, Sina Weibo, Grasshopper, UltiZen Games, TheMobileGamer, GameBrains, Phoenix Game Studios, Unreal Mind, Tantalus Asia, 5th Cell Media, Multimedia Development Corporation, Cyberplanet, Chiang Mai Digital Works, Esoft Interactive, Anino Entertainment, The Animation Council of Philippines, Mikoishi, NextGen, Envisage Reality, Inerworx, Media Development Authority, Zipline', Unity, Epic Games, Sibblingz, Pocket Gems, LYTO, GOGAME

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Network Operators China Mobile, China Unicom, Airtel (Bharti), Reliance Communications. Telkomsel, NTT DoCoMo, Viettel. Smart Communications, VimpelCom, SingTel, Axiata Group Berhad, Saudi Telecom Company (STC), Etisalat, Maxis, Turkcell, Qtel, Telstra, Grameenphone, Indosat, Mobicom, Vodafone, Mobilink, AIS Thailand, Mobile Communications Company of Iran (MCI), Cellcom, sprint, Verizon, AT&T, U.S. Cellular, Vodaphone, Orange, T Mobile, Altel,SoftBank, KDDI, Telia Sonera, Telenor, Orascom, Virgin Mobile, TeliaSonera, MTS, China Telecom, SoftBank, KDDI, Emobile, SK Telecom, Korea Telecom, LG U Plus, Telekominvest, Alpha Group, Delta Telecom, Mobile TeleSystems, Optus Mobile, TPG, Savvytel, Crazy John's, Boost Mobile, Amaysim, Vivid Wireless, Unwired, Think Mobile, DODO, Woffle, Startel, DEUO, Tru, Everyday Mobile, Lebara Mobile, Woolworths Mobile, PennyTel, Red Bull MOBILE, Vodafone Essar, Idea Cellular, BSNL, Tata Teleservices, Aircel, Uninor, MTS India, Videocon, MTNL, Indosat, XL Axiata, Telcom, Bakrie Telecom, AIS, DTAC, True Move, Globe, Suncellular, DIGI, SingTel Mobile, StarHub Mobile, M1, Qmax, MobiFone, Viettel Mobile, Vinaphone, 3, CSL, PCCPW Mobile, SmarTone-Vodalipur, SmarTone-Vodafone, China Mobile Hong Kong, Mobicom, Unitel, Skytel, G-Mobile, Chunghwa Telecom, Taiwan Mobile, Areeba, Syriatel, K-Cell, PMCL, O2 UK, Movistar Spain Handset Manufacturers: Nokia, Apple, Motorola, Microsoft, RIM, Fujitsu-Toshiba, Kyocera, NEC, Casio, Panasonic, Sharp, HTC, LG Electronics, Huawei, Samsung, ZTE, Motorola, Sony Ericsson , Pantech Curitel, Nokia Siemens Networks (NSN), Philips, Sagem Other Companies/Organizations: Acer, Fujitsu, Hewlett-Packard, Foxconn , Google, yahoo, Adobe, metroPCS, Cricket Wireless, INQ Mobile, skype, Linux Foundation, NEC, PANASONIC, Intel, Foursquare, Facebook, Yelp, Beiduo, Dianping, European Telecommunications Standards Institute (ETSI), GSM association, ITU, Maestro, Solo, MasterCard, Visa Electron, Neteller, Entropay, Ukash, Cisco, Salesforce.com, Gowalla, Sony, Nintendo, BMW, Telefonica, Amazon, MegaFon, Alcatel, BenQ, Fly, Mobile Communications Company of Iran (MCI), Princeton University

Audience:
Game Portal Companies Mobile Network Operators Game Exporter / Importers Mobile Application Developers Location-based Service Providers Social Media Service Provider Mobile Handset Manufacturers Mobile / Online Gambling Companies Game Distributors and Aggregators Brand/Product/Service Advertiser M-commerce Application Developers

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Table of Contents
ABSTRACT 13 WHAT IS MOBILE GAMING 14 MOBILE GAMING HISTORY AND BRAND GAMES 14 LIMITATIONS OF MOBILE GAMING 17 MOBILE GAMING TECHNOLOGY PLATFORM 18 Windows Phone 18 Windows Phone 7.5 / 'Mango' 20 webOS20 Apple iOS 21 Android 22 Symbian 24 BlackBerry OS 25 Bada 27 Brew 28 DoJa 28 Java ME 29 WIPI 30 Maemo 30 MeeGo 31 SHR 31 Linux 32 LiMo 4 34 FUTURE MOBILE GAMING TECHNOLOGY PLATFORM 35 Boot 2 Gecko (B2G) 35 Aliyun OS 35 Tizen 35 Meltemi 36 FUTURE OF MOBILE GAMING TECHNOLOGY PLATFORM: HTML5, LimeJS, CLOUD 36 OPERATING SYSTEM MARKET SHARE AND TREND ANALYSIS 37 MOBILE GAMERS PLATFORM CHOICE, MOBILE CASINO, AND ANROID 39 LOCATION BASED MOBILE GAME AND FUTURE GAMING TREND 39 CASE STUDY: SCVNGR - A LOCATIONBASED MOBILE GAMING PLATFORM 42 MOBILE LBS GAMING IN ASIA, ANALYSIS AND FUTURE DIRECTION 44 MULTIPLAYER MOBILE GAMING (MMG) 46 ANROID: TOP 10 MULTIPLAYER GAMES47 iPhone: TOP 10 MULTIPLAYER GAMES 49 MULTIPLAYER MOBILE GAMING (MMG) FUNCTIONALITY DRIVER 51 Infrared 51 Bluetooth 51 GPRS 52 3G 53 Mobile Wi-Fi 54 Artificial Intelligence (AI) 54 FUTURE OF MMG (MULTIPLAYER MOBILE GAMING) FUNCTIONALITY DRIVER 55 4G 55 Mobile Cloud 56 HTML5 - Mobile Web's Future 56 MOBILE GAMING GENRES 57 Action Games 57 Action-adventure Games 58 Adventure Games 58 Role-playing Games 59 Simulation Games 59 Sports Games 60 Strategy Games 60 INNOVATIVE MOBILE GAMING61 Mobile Gambling & Market Projection 61 Mobile Casino and Mobile Gambling 62 No 1 Innovative Game 2010: EVE Online 62 Case Study: 32Red Mobile Casino 63 POCKET GAMER AWARDS 2010 64 MOBILE CLOUD AND MOBILE GAMING 64 Mobile Cloud: 5 Key Tech Trends 64 Mobile Cloud - $9.5 Billion Market Estimate 65 RUBY PLATFORM & MOBILE GAMING 66 Ruby-based Cross-platform Mobile Framework66 HTC Ruby and Mobile Casino 67 Top Ten PokeMan Ruby Game on Mobile 68 SOCIAL MEDIA AND MOBILE GAMING 69 Mobile Getting Social 69 Social Media: Video Game is the future of Mobile Gaming 69 Connecting Console and Mobile Cloud: The Next Big Play of Gaming 70 Mobile Video Game Infographics: A Growing Trend 71 Angry Birds Infographics: 140 million Downloads 72 Case Study: Zynga and Mobile Gaming Studio 72 Case Study: Virtual Go-To Community of BMW app for Social Mobile Gaming 73 MOBILE APPS & MONEY GENERATION 73 In-Game Marketing and Revenue Generation 73 Category Mobile Apps: Games is the Number One 74 93% of Apps Downloader and Willingness to Pay Money for Games 74 iOS Gamers Pay Twice Than Average Gamers: the Real Target Market 75 LEARNING OF VIDEO GAME INDUSTRY FROM MOBILE GAMING 75 Video Game Business Model: A Growing Anxiety 75 Sony's Online Community Creation 75 Proliferation of Digital Distribution 76 Discount Pricing Structure: A Reality 77 Home Entertainment and the Future 78 IS MOBILE GAMING KILLING THE CONSOLE MARKET? 78 MOBILE GAME DISTRIBUTION PLATFORM 79 Distribution Model and OTI Trend 79 User Behavior affecting Distribution Channel 80 Billing 81 Cost 81 Marketing and Brands 81 Mobile Application Landscape : Mobile Game Distribution Fragmentation 82 MOBILE GAME DEVELOPER 83 Top 25 Global Mobile Game Developers 83 Mobile Gaming Platform in Asia 84 800 million Users and Tencent-GREE-mig33 Alliance for Japan, China & Indonesia 85 What about DeNA , Weibi and Asian Market Trend? 86 Developer and the Eco System 86 GREE 87 DeNA 88 Tencent 89 Mig33 90 PapayaMobile 90 APAC Region 92 Southeast Asia 93 Japan 93 China 94 Indonesia 95 Malaysia 95

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Table of Contents
Thailand 95 The Philippines96 Singapore 96 Case Study: Zipline Games 97 ECONOMIC DRIVER OF MOBILE GAMING 98 Revenue Dimension in Mobile Gaming 98 Tips for Making Money from Mobile Gaming 100 GROWTH DRIVER OF MOBILE GAMING 100 MOBILE PENETRATION AND GAMING MARKET 2011 - BEYOND 101 Asia-Pacific Leads Mobile Penetration 101 5 Trends Shaping the Mobile Gaming Industry 102 GLOBAL MOBILE GAMING MARKETPLACE 104 Global Mobile Gaming Market 2011 - 2015 104 Global Mobile Gamer Demographics 105 Types of Global Game player and Social Game Trend 105 A Global Trend: Decoupling from Apps 106 Global Mobile Gaming Revenue projection 2008 -2015 107 Mobile Gaming End User Revenue 20092014 107 Global Mobile Gaming Revenue by Region 2008 -2013 108 Regional Revenue Segmentation 2009 2013 109 ASIAN MOBILE GAMING MARKETPLACE 109 APAC (ASIA PACIFIC) 110 Market Size: 92% Game Deployment Ratio 110 Revenue Forecast 2008-2013: Game Download Supersedes Real-Time Games 111 Mobile Game Genres: APAC Leading Operator 112 ME (MIDDLE EAST) 113 Market Size: 70% Game Deployment Ratio 113 Revenue Forecast 2008-2013 113 Mobile Game Genres: ME Leading Operators 114 CENTRAL ASIA 114 SOUTH EAST ASIA 115 ASIAN GAMING MARKET: COUNTRY PROSPECT115 Top 10 growth markets in Asia 115 China 116 Japan 117 Korea 121 Russia 123 Australia 125 India 127 Indonesia 130 Thailand 131 Philippines 132 Malaysia 133 Singapore 134 Vietnam 135 Hong Kong 136 Mongolia 137 New Zealand 137 Taiwan 138 Bangladesh 138 Sri Lanka 139 Pakistan 139 Turkey 139 Iran 140 Israel 140 Saudi Arabia 140 Afghanistan 141 Iraq 141 Syria 141 UAE 142 Egypt 142 Kazakhstan 143 Kyrgyzstan 143 Uzbekistan 143 TELCO OPERATOR ANALYSIS 144 Top 15 Mobile Operators in Asia by Subscribers144 China Mobile 145 China Unicom 145 Airtel (Bharti) 146 Reliance Communications 147 Telkomsel 148 NTT DoCoMo 148 Viettel 149 Smart Communications149 VimpelCom 150 SingTel 150 Axiata Group Berhad 151 Saudi Telecom Company (STC) 151 Etisalat 152 Maxis 153 Turkcell 153 Qtel 153 Telstra 154 Grameenphone 155 Indosat155 Mobicom 155 Vodafone New Zealand 156 Mobilink 156 AIS Thailand 156 Mobile Communications Company of Iran (MCI) 157 Cellcom 157 MOBILE GAME PRICING 159 Gaming Pricing Model: 360% Analysis 159 Average Mobile Gaming Price 160 Average Download per User: 9 games Per User161 MOBILE GAMING vs VAS REVENUE 20082013 162 MOBILE ADVERTISING REVENUE 2015 163 ASIAN MOBILE GAMBLING MARKET: 3.91 CAGR by 2015 163 MOBILE GAMING BUSINESS STRATEGIES 164 MOBILE GAME MONETIZATION METHODS: 29 BUSINESS MODELS 166 CASE STUDY: ANGRY BIRDS - A SUCCESSFUL MOBILE GAME STORY 169 MOBILE GAMING DISTRIBUTION CHANNEL 173 MOBILE GAMING ECO SYSTEM / VALUE CHAIN 174 VALUE CHAIN PARTNERSHIP 175

OTA Value Chain 175 Intellectual Property Rights (IPR) 175 Developer Engagement 175 Aggregator Engagement 176 Carrier and Operator Engagement 176 Handset Manufacturer engagement 176 Sales Channel Engagement 176 End-Customer Engagement 177 REVENUE SHARING IN MOBILE GAM OF MOBILE GAMING BUSINESS 178 IMPACT OF BRAND IN THE SUCCESS

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Table of Contents
OF MOBILE GAMING 178 MOBILE GAMING: INTERSECTION OF VEDIO GAME & MOBILE DATA APPLICATION 179 EVOLUTION OF MOBILE GAMING: A CONCEPTUAL FRAMEWORK 180 BEST GAMING PRACTICE: JAPAN & KOREA 180 WHERE IS THE MONEY?181 WHERE IS THE OPPORTUNITY? A GAMIFICATION TREND 183 RECOMMENDATIONS 184 Recommended Drivers to Stimulate the Uptake of Mobile Gaming 184 Recommendation for Grabbing Business Opportunity 185 Recommended General Considerations for Market Players 185 Recommended Considerations for game developers & publishers 185 Recommended Considerations for Portal Providers & Mobile Operators 186 Enter Asian Digital Game Market: $30 billion by 2016 187

List of Figures
Figure 1: How basic gaming thinking originated and transformed Figure 2: Single player gaming screen Figure 3: Nokia N-Gage Platform Figure 4: Multiplayer gaming concept Figure 5: The Start screen in Windows Phone Figure 6: Timelines of Windows Phone related Events Figure 7 : webOS screen on a Palm Pre Plus showing the "cards" Figure 8: Game center on iPhone 4S operated by iOS 5.0 Figure 9: Architecture diagram of Android Platform Figure 10: Android 4.0 "Ice Cream Sandwich home screen on Samsung Galaxy Nexus Figure 11: User Interface of the Symbian 3 on Nokia N8 Smartphone Figure 12: BlackBerry OS 7 on a BlackBerry Bold 9900/9930 Figure 13: Bada 1.2 Home screen, Note Widget Figure 14: Heavily Branded Brew Figure 15: Screenshot of Maemo 5 Figure 16: Handset UX from MeeGo 1.1 "Day 1" Figure 17: SHR unstable Figure 18: Linux based home screen displayed on Android 2.3 "Gingerbread" Figure 19: Worldwide market share of mobile OS end users as of Q2 2011 Figure 20: A map of players' trails in a location-based game Figure 21: Gaming Experience Interface of Own This World (a location based game); The object of the game is to conquer territories based on user location in the real world Figure 22: SCVNGR home page Figure 23: Papaya LBS Gamer interface Figure 24: Gaming interface of Pocket Legends game at Anroid platform Figure 25: Gaming interface of Super Stickman Golf at iOS platform Figure 26: Concept of Mobile cloud based on Apps Figure 27: Almost all of the earliest video games were action games, including Space Invaders from 1978 Figure 28: Fahrenheit, released in 2005, was noted for its innovative gameplay Figure 29: Multiple players conversing in Final Fantasy XI (2003) Figure 30: A screenshot from Lincity-NG, a city simulation game Figure 31: Mario & Sonic at the Olympic Games, one of several recent games controlled by the player physically simulating the sport involved Figure 32: Scorched 3D is an artillery game Figure 33: Interface of EVE online Figure 34: Apps platform position under cloud concept Figure 35: Ruby Platform Figure 36: Video Game Market Projection Figure 37: Sample Social Reward of Connecting console gaming Figure 38: Mobile Video Game Infographics: A Growing Trend Figure 39: Angry Birds Infographics: 140 million Downloads Figure 40: Games are the most popular mobile apps category Figure 41: 93% of Apps Downloader is willing to Pay Money for Games Figure 42: iOS gamer pay twice: the real market Figure 43: Sony PS and community creation Figure 44: In-Game discount pricing Figure 45: Death of Console market Figure 46: The App Distribution Landscape Figure 47: Global top 25 mobile game developer list Figure 48: GREE as a bridge of multiple platforms in Asia Figure 49: Communalization of GREE platform Figure 50: DeNA's Mobage global Platform

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List of Figures
Figure 51: Mobage on Mobile Figure 52: Mig33 in different basket Figure 53: Papaya Mobile Info graphics Figure 54: Driving Revenue in Mobile gaming Figure 55: F2P Virtual Goods Figure 56: Mobile penetration density Figure 57: How word of mouth take place Figure 58: Global mobile games Revenue 2008-2015 Figure 59: Mobile Gaming End-User Revenue Projection by Market Insight Figure 60: Global Mobile Games Revenue by Region 2008-2013 Figure 61: Mobile Game Market by Region 2006-2011 Figure 62: Informa-Regional Revenue Segmentation 2009 - 2013 Figure 63: APAC market Sizing Figure 64: APAC Revenue Forecast 2008-2013 Figure 65: Mobile Game Genre - APAC Leading Operator Figure 66: ME Market Sizing Figure 67: ME Revenue Forecast 2008-2013 Figure 68: Value Chain of Japanese Gaming Business Figure 69: Mobile Gamer Town - Mobage Figure 70: Age wise time spent playing games per day in Korea Figure 71: Mobile Gamer by Gender in Korea Figure 72: Mobile Game Download by Age in Korea Figure 73: Russian Gaming Industry Market Volume Figure 74: Market share of MNO, Casual and Social Games 2008-2015 Market share of MNO, Casual and Social Games 2008-2015 Figure 75: Mobile Gaming Pricing Model Figure 76: Average Mobile Gaming Price Figure 77: Average mobile game download per user Figure 78: Gaming contribution to VAS revenue: Bar Chart Figure 79: Gaming contribution to VAS revenue: Pie Chart Figure 80: Mobile gambling ecosystem preview Figure 81: Mobile Gaming Business: Understanding user Figure 82: Platform based strategy Figure 83: Angry Birds Logo Figure 84: A yellow bird collapses a structure onto several pigs Figure 85: How Does Angry Birds Looks Figure 86: Mobile Gaming Value Chain / Eco System Figure 87: OTA Value Chain Partner Figure 88: Revenue sharing in mobile gaming value chain Figure 89: The impact of brand in the success of mobile game Figure 90: Mobile game as intersection of video game and mobile data application Figure 91: Evolution of Mobile Gaming: A conceptual framework Figure 92: US App store revenue proportion from top 100 grossing games Figure 93: Recommended necessary action of mobile gaming market participant Figure 94: Recommendation for grabbing business opportunity150

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List of Tables
Table 1: Minimum device requirement for Windows Phone Table 2 : DoJa Profile Table 3: Top 10 MMG Anroid Table 4: Top 10 MMG iPhone Table 5: Telecommunication bands in the Infrared Table 6: Mobile gambling game statistics 2011 Table 7: Pocket gamer award 2010 Table 8: Top 10 PokeMan ruby game on mobile Table 9: Mobile Game Genres Table 10: Top 10 growth market in Asia - December 2010 Table 11: Handset Manufacturer list in Japan Table 12: Telecom operator list of Australia Table 13: Telecom operator list in India Table 14: Top 5 operator list of Indonesia Table 15: Telecom operators in Philippines Table 16: Telecom operator in Singapore Table 17: Top 3 telecom operators in Vietnam Table 18: Telecom operator in Hong Kong Table 19: Telecom operator in Mongolia Table 20: Mongolia - key telecom parameters - 2006; 2009, 2011 (e) Table 21: Top 15 mobile operators in Asia (by subscribers) - December 2010 Table 22: ANGRY BIRDS: Reception Scoring Table 23: Key revenue sources & cost item in mobile gaming business

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Mobile Gaming Asia: Market and Forecast Analysis


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