Mobile Gaming from Asia

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• Mobile Gaming from Asia

Vishal GondalCEO, Indiagames Ltd.
vishal_at_indiagames.com
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The Asian Tigers !
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Overview of Asian mobile markets

• Mature Markets
• Mixture of technologies CDMA, GSM
• Mixture of platforms
• Trendsetters Korea, Japan
• 3G in many countries
• EVDO EDGE trials underway
• all data in the presentation based on market
  estimates
  

MS-DOS
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Market overview

• Hong Kong
• New World Mobility (6,80,000)
• Orange HK ( 1.7 million)
• HKCSL(1.08 million)
• Peoples Telecom (6,50,000)
• Smarttone(1 million)
• Sunday(4,80,000)
• Technology
• GSM
• Java

• Singapore
• M1(1 million )
• Singtel(1.53 million)
• Starhub(0.9 million)
• Technology
• GSM
• Java

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Market overview

• India
• BPL(1.4 million)
• Orange Hutch(2.9 million)
• Airtel(4.7 million)
• Reliance(4.5 million)
• BSNL MTNL(4.2 million)
• IDEA( 2.2 million)
• Technology
• GSM CDMA
• Java and BREW

• Indonesia
• Telekomsel(14 million)
• Selular( 7 million)
• Technology
• GSM
• Java

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Market overview

• Malaysia
• Celcom(3.5 million)
• DiGI( 2 million )
• Maxis(4 million)
• Technology
• GSM
• Java

• Philippines
• Globe(8.9 million)
• Smart(10 million)
• Technology
• GSM
• Java

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Market overview

• Thailand
• DTAC( 6 million)
• AIS( 12 million)
• Hutch CAT
• Orange(1.8 million)
• Technology
• GSM CDMA
• Java and BREW

• Taiwan
• TCC( 7 million)
• Chunghwa Telecom (8 million)
• Fareast Tone( 2 million)
• Technology
• GSM CDMA
• Java, IMODE and BREW

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India ! What's hot!

• Java services are live from Airtel, Hutch, BPL,
  Reliance. BREW to launch soon
  
• Pricing Rs. 50 (USD 1.2) for full version, Rs
  20 (USD 0.4) for demo version. Reliance is
  offering the games free
  
• Content which is hot
• Bollywood Movies
• Indian Television series
• Cricket
• Action Games
• Games based on festivals gods. ( Krishna, Holi,
  Diwali etc.)
  
• Bigger Hollywood brands eg. Spider-Man
• Language
• English (thank the British)
• Local language for very selected content

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India ! What's hot!

• Local developers
• Indiagames
• Mobile2Win
• Paradox (owned by Reliance)
• Important revenue generating handsets
• Nokia Series 30,40,60
• SE T610, CDMA handsets
• Revenue share
• As well as you can negotiate!
• Promotion
• Below the line promotion by many operators
• Later this year Television and Print campaigns
  expected
  
• Other channels
• Many sites offering ringtones and images
• Games still developing

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Singapore What's hot!

• Java services are live from M1, Singtel and
  Starhub
  
• Pricing SGD. 6 (USD 3) for full version, SGD 3
  (USD 1.5) for demo version.
  
• Content which is hot
• Majhong
• Soccer
• Branded Games Console/PC
• Action Games
• Chinese new year, Karaoke,
• Language
• English (thank the British)

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Singapore What's hot!

• Local developers
• Orange Gum
• Activate Interactive
• Nokia Regional HQ!!! a lot of activity
• Important revenue generating handsets
• Nokia Series 30,40,60
• Sony Ericcson T610
• Revenue share
• Developer share 50 to 60 depending on content
• Promotion
• Below the line promotion by many operators
• Outdoor, POS and Print campaigns
• Other channels
• Many sites offering ringtones and images
• Games still developing

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Malaysia What's hot!

• Java services are live from Cellcom, Maxis, DiGI
• Pricing Ring 5 (USD 1.3) for full version.
• Content which is hot
• Majhong
• Soccer
• Hollywood and Bollywood
• Action Games
• Chinese new year, Karaoke.
• Language
• English
• Malay in some cases

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Malaysia What's hot!

• Local developers
• Multimedia Corridor project
• GameBrains
• Important revenue generating handsets
• Nokia Series 30,40,60
• SE T610
• Revenue share
• Developer share 40 to 60 depending on content
• Promotion
• Outdoor, POS and Print campaigns
• Other channels
• Many sites offering ringtones and images
• Gaming channels yet to develop

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Thailand What's hot!

• Java services are live from AIS, DTAC
• Pricing Bhat 20 (USD 0.2) for full version.
• Content which is hot
• Kick Boxing
• Soccer
• Games on local stars
• Action Games
• Chinese new year, Karaoke
• Language
• English
• Some games in Thai

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Thailand What's hot!

• Local developers
• Cyber Planet
• Important revenue generating handsets
• Nokia Series 30,40,60
• SE T610
• Revenue share
• Developer share 40 to 60 depending on content
• Promotion
• Outdoor, POS and Print campaigns
• Other channels
• Many websites offering games siam2you, Gambaro,
  Sam click

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Hong Kong What's hot!

• Java services are live from Sunday, HKCSL,
  Smarttone, NW Mobile, Orange
  
• Pricing 15 HKD (USD 1.9) for full version.
• Content which is hot
• Gambling and Casino Games
• Horse Racing
• Branded Games Console/PC
• Cute Games
• Chinese new year, Karaoke.
• Language
• English
• Games with a lot of text are expected to be
  localized in Chinese

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Hong Kong What's hot!

• Local developers
• M-Intenet
• mBounce
• Important revenue generating handsets
• Nokia Series 30,40,60
• Sharp GX12, GX22
• Revenue share
• Developer share 40 to 60 depending on content
• Promotion
• Below the line promotion by many operators
• Outdoor, POS and Print campaigns
• Other channels
• Many sites offering games, ringtones and images

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Indonesia What's hot!

• Java services are live from Telekomsel Game
  Planet
  
• Pricing Rph 10,000 (USD 1.16) for full
  version.
  
• Content which is hot
• Racing
• Soccer
• Hollywood Games
• Action Games
• Language
• English

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Indonesia What's hot!

• Local developers
• Elasitas
• Important revenue generating handsets
• Nokia Series 30,40,60
• SE T610
• Revenue share
• Developer share 40 to 60 depending on content
• Promotion
• Below the line promotion by many operators
• Outdoor, POS and Print campaigns
• Other channels
• Alternate channels still developing

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Taiwan R.O.C What's hot!

• Java services are live from AIS, DTAC
• Pricing TW 50 (USD 1.49) for full version.
• Content which is hot
• Chinese Content
• Soccer
• Action Games
• Gambling
• Language
• English
• Games with a lot of text are expected to be
  localized in Chinese

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Taiwan R.O.C What's hot!

• Local developers
• SQBASE
• Ulead
• Important revenue generating handsets
• Nokia Series 30,40,60
• ASUS, BENQ
• Revenue share
• Developer share 40 to 60 depending on content
• Promotion
• Below the line promotion by many operators
• TV, Outdoor, POS and Print campaigns
• Other channels
• Many sites offering games, ringtones and images

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Philippines What's hot!

• Java services are live from Globe and Smart
• Pricing 30 pesos (USD 0.53) for full version.
• Content which is hot
• Local movie content
• Soccer
• Action Games
• Gambling
• Language
• English

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Philippines What's hot!

• Local developers
• SQBASE
• Ulead
• Important revenue generating handsets
• Nokia Series 30,40,60
• Revenue share
• Developer share 30 ?
• Promotion
• Below the line promotion by many operators
• TV, Outdoor, POS and Print campaigns
• Other channels
• Many sites offering games, ringtones and images

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Asian market analysis

• One of the highest growth of mobile phones
• Java is the dominant platform
• BREW is making inroads
• Cost sensitive
• Nokia is the most important handset
• English language games are accepted in most
  regions except HK and Taiwan where it is on case
  to case basis
  
• Local content is a very important winner

• Operator channels are very strong but alternate
  channels are developing rapidly
  
• Many local developers are present in each of the
  markets who drive the eco-system
  
• Working with local partners is a good market
  entry strategy which most content providers have
  adapted
  

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TV CommercialTaiwan TCCWhich I will add
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Thank you