Mobile Gaming Asia: Market and Forecast Analysis, 2nd Edition

Table of Contents
1.0 EXECUTIVE SUMMARY 20
2.0 MOBILE GAMING ASIAN MARKET OUTLOOK 23
2.1 HISTORICAL ANALYSIS OF MARKET BACKGROUND 23
2.1.1 EARLY AGE, CANDY CAR STYLE HANDSET AND SNAKE GAME 24
2.1.2 ADVENT OF WAP, J2ME, BREW AND N-GAGE GAMING 24
2.1.3 GAMING OPTIMIZED PHONE AND APPSTORE REVOLUTION 25
2.1.4 OPEN SOURCE PLATFORM, FREE-TO-PLAY/FREEMIUM GAME 25
2.1.5 3G/LTE/4G DATA NETWORK, 3D API INTEGRATION, VIDEO, MMG, SOCIAL, CASUAL & LOCATION BASED MOBILE GAMING 26
2.2 GENERAL LIMITATIONS OF ASIAN MOBILE GAMING MARKET 26
2.3 POPULAR MOBILE GAMES IN ASIA 27
2.3.1 10 POPULAR IPHONE/IPAD GAMES IN ASIA 27
2.3.2 10 POPULAR ANDROID GAMES IN ASIA 28
3.0 STRATEGIC IMPACT ANALYSIS OF MOBILE GAMING ASIAN MARKET FORCES / TREND 29
4.0 MOBILE GAME DEVELOPMENT TECHNOLOGY PLATFORM: ASIAN PERSPECTIVE 32
4.1 MAJOR DEVELOPMENT OS 32
4.1.1 ANDROID 32
4.1.2 IOS 33
4.1.3 SYMBIAN 34
4.1.4 BLACKBERRY OS 34
4.1.5 BADA 36
4.1.6 DOJA 36
4.1.7 J2ME 37
4.1.8 WINDOWS PHONE 38
4.2 FUTURE TECHNOLOGY PLATFORM 39
4.2.1 BOOT 2 GECKO (B2G) 39
4.2.2 BLACKBERRY 10 39
4.2.3 ALIYUN OS FROM ALIBABA/ALICLOUD (CLOUD BASED) 39
4.2.4 TIZEN FROM LINUX 40
4.2.5 MELTEMI FROM NOKIA 40
4.2.6 HTML5 AND CLOUD 40
5.0 MMG & SOCIAL GAMING FUNCTIONALITY DRIVERS IN ASIA 41
5.1 BLUETOOTH 41
5.2 GPRS 41
5.3 3G 42
5.4 MOBILE WI-FI 42
5.5 ARTIFICIAL INTELLIGENCE (AI) 42
5.6 3D 43
5.7 4G 43
5.8 MOBILE CLOUD 44
5.9 HTML5 – MOBILE WEB'S FUTURE 44
5.10 MOBILE SOCNET 45
6.0 MOST POPULAR GAME GENRE IN ASIA 46
6.1 ARCADE-STYLE GAME 46
6.2 ACTION/ADVENTURE GAME 47
6.3 SPORTS GAME 48
6.4 RACING GAME 49
6.5 STRATEGY/PUZZLE GAME 49
6.6 MOVIE GAMES 50
6.7 CASINO GAMES 51
6.8 BOARD GAMES 52
6.9 SIMULATION GAMES 53
6.10 MOTION DETECTION GAMES 54
7.0 KEY MOBILE GAMING MARKET GROWTH DRIVER ANALYSIS OF ASIAN MARKET 55
7.1 MMG (MULTIPLAYER MOBILE GAMING) 55
7.2 MOBILE SOCIAL GAMING AND MOBILE SOCNET USER 56
7.3 MLBG (MOBILE LOCATION BASED GAMING) 57
7.4 MOBILE VIDEO GAMING 60
7.5 MOBILE CLOUD GAMING 61
7.6 MOBILE CASUAL GAMING 62
7.7 FREE-TO-PLAY DISTRIBUTION 64
7.8 CONNECTING CONSOLE WITH MOBILE CLOUD: IMPACT ON MOBILE GAMING 66
7.9 MOBILE CASINO GAMING & GAMBLING 66
7.10 MOBILE APPS AND IN-GAME MARKETING 67
7.11 IN-GAME PURCHASE AND MICRO-TRANSACTION OF VIRTUAL GOODS 68
7.12 VIRTUAL GO-TO COMMUNITY 69
7.13 GAMIFICATION GAMES 71
7.14 CROSS-PLATFORM GAME PUBLISHING 72
8.0 MOBILE GAMING METRICS AND ECO SYSTEM ACTIVITY 74
8.1 MOBILE GAMING ECO-SYSTEM: STRUCTURE & MAIN ACTIVITIES 74
8.2 APPSTORE ECOSYSTEM 75
8.3 MOBILE GAMING METRICS: CONNECTING CONSUMERS WITH GAME 76
8.4 CONVERSION FUNNEL OF ANALYZING MOBILE GAMER 77
9.0 MOBILE GAMING VALUE CHAIN DYNAMICS IN ASIA 78
9.1 VALUE CHAIN 78
9.2 VALUE CHAIN PARTNERSHIP ANALYSIS 78
9.3 REVENUE SHARING ACROSS VALUE CHAIN 79
9.4 ECONOMIC DRIVER IN VALUE CHAIN 79
10.0 MOBILE GAMING DISTRIBUTION MODEL IN ASIA 80
10.1 GAME DISTRIBUTION PLATFORM IN MOBILE, TABLET OR HANDHELD DEVICE 80
10.2 CROSS-PLATFORM GAME DISTRIBUTION MODEL 81
10.3 DISTRIBUTION FRAGMENTATION OTA VS. OTI (APPSTORE, SNS & BROWSER BASED) 81
10.4 GOOGLE PLAY VS. APPLE STORE DISTRIBUTION MODEL 82
10.5 MAJOR CHALLENGES IN FRAGMENTED DISTRIBUTION: BILLING VS. COST VS. MARKETING VS. CROSS CHANNEL 82
10.6 CONSUMER BEHAVIOR AND OTI VS. OTA TREND 83
11.0 MOBILE GAMING BUSINESS MODEL IN ASIA 84
11.1 11 KEY MOBILE GAMING BUSINESS STRATEGIES 84
11.2 26 BUSINESS MODELS 85
11.3 2012 TRENDY BUSINESS MODEL IN ASIA 87
11.4 KEY REVENUE SOURCES & COST ITEM AFFECTING BUSINESS MODEL 87
11.5 6 KEY SUCCESS POINTS OF CROSS-PLATFORM MODEL 89
11.6 KEY BENEFITS OF CROSS-PLATFORM MODEL 89
11.7 MONETIZING MICRO TRANSACTION IN F2P MODEL: CREATING A NEED APPROACH IS KEY 90
11.8 GAME BALANCING METHOD IN MICRO TRANSACTION MODEL 90
11.9 POTENTIAL RISK AND SOLUTION IN F2P VIRTUAL ECONOMY 90
12.0 MOBILE GAMING PRICING MODEL IN ASIA 92
12.1 5 KEY TREND IN PRICING MODEL 92
12.2 FACTORS THAT AFFECT PRICING DECISION: ARPU VS. AVERAGE GAME PRICE VS. AVERAGE GAMERS DOWNLOAD & PAY 92
13.0 MOBILE GAMING LIFECYCLE AND ANALYTICS METRICS 93
13.1 PRODUCT LIFE CYCLE OF MOBILE GAME: ADOPTION OF MOORE’S LIFECYCLE MODEL 93
13.2 MOBILE GAME ANALYTICS APPROACH 93
13.3 VIRAL VS. RETENTION GAME: CONCEPTUAL FRAMEWORK FOR RETENTION FIRST 94
13.4 GAME LIFECYCLE KPI FRAMEWORK 94
13.5 CHECKLIST OF RETENTION/ENGAGEMENT METRICS 95
13.6 CHECKLIST OF ACQUISITION METRICS 95
13.7 CHECKLIST OF VIRALITY METRICS 96
13.8 CHECKLIST OF MONETIZATION METRICS 96
13.9 CUSTOM METRICS TO DERIVE ACTIONABLE INSIGHT 97
14.0 SMARTPHONE PENETRATION IN ASIA AND MOBILE GAMING 98
15.0 CONCEPTUAL DIAGRAM OF MOBILE GAME DESIGN PROCESS VS. ASIAN OUTSOURCE OPPORTUNITY 99
16.0 MOBILE GAMING ASIA: MARKET ANALYSIS & FORECAST 2012-2017 100
16.1 MARKET VALUE PROJECTION ASIA 100
16.1.1 ASIA VS. GLOBAL MARKET SHARE % 2012 – 2017 100
16.1.2 ASIA MARKET VALUE IN $ 2012 – 2017 100
16.1.3 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE SHARE IN % 2012-2017 101
16.1.4 2012 VS. 2017 MARKET VALUE SHARE TREND: APAC VS. SEA VS. ME VS. CEA VS. SA 101
16.1.5 APAC VS. SEA VS. CEA VS. ME VS. SA MARKET VALUE IN $ 2012-2017 102
16.1.6 APAC: 10 COUNTRY-WISE MARKET VALUE 2012 – 2017 103
16.1.7 SEA: 10 COUNTRY-WISE MARKET VALUE 2012 – 2017 103
16.1.8 ME: 17 COUNTRY-WISE MARKET VALUE 2012 – 2017 104
16.1.9 CEA: 5 COUNTRY-WISE MARKET VALUE 2012 – 2017 104
16.1.10 SA COUNTRY-WISE MARKET VALUE 2012 – 2017 105
16.2 REVENUE SOURCES ACROSS ASIA ECOSYSTEM 105
16.2.1 ECOSYSTEM REVENUE % IN ASIA 2012 – 2017 105
16.2.2 ECOSYSTEM REVENUE SOURCE $ IN ASIA 2012-2017 106
16.2.3 CONSUMER SPENDING VS. AD FUNDED REVENUE 2012-2017 107
16.2.4 VIRTUAL ECONOMY VS. AD FUNDED REVENUE 2012-2017 107
16.2.5 TOTAL MOBILE ADVERTISING REVENUE VS. IN-GAME AD FUNDED REVENUE COMPARISON 108
16.2.6 IN-GAME PURCHASE REVENUE SHARE IN IN-APP TRANSACTION ECOSYSTEM 2012-2017 109
16.2.7 APAC ECOSYSTEM REVENUE SOURCE 2012-2017 109
16.2.8 SEA ECOSYSTEM REVENUE SOURCE 2012-2017 110
16.2.9 ME ECOSYSTEM REVENUE SOURCE 2012-2017 110
16.2.10 CEA ECOSYSTEM REVENUE SOURCE 2012-2017 110
16.2.11 SA ECOSYSTEM REVENUE SOURCE 2012-2017 111
16.2.12 MOBILE GAME ARPU IN ASIA 2012-2017 111
16.3 REVENUE SHARE AMONG STAKEHOLDERS ACROSS ASIA VALUE CHAIN 112
16.3.1 REVENUE SHARE % AMONG VALUE CHAIN STAKEHOLDERS 112
16.3.2 REVENUE IN $ AMONG VALUE CHAIN STAKEHOLDERS 2012-2017 113
16.3.3 APAC STAKEHOLDER REVENUE 2012-2017 113
16.3.4 SEA STAKEHOLDER REVENUE 2012-2017 114
16.3.5 ME STAKEHOLDER REVENUE 2012-2017 114
16.3.6 CEA STAKEHOLDER REVENUE 2012-2017 115
16.3.7 SA STAKEHOLDER REVENUE 2012-2017 115
16.4 OS PLATFORM, GAME CATEGORY & BUSINESS MODEL WISE MARKET & REVENUE SHARE IN ASIA 116
16.4.1 OS MARKET SHARE VS. ANNUAL GROWTH IN TERMS OF GAME TITLE IN ASIA 2012 116
16.4.2 STANDALONE VS. MMG VS. SOCIAL VS. MLBG MARKET SHARE 2012- 2017 117
16.4.3 STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE IN $ 2012- 2017 117
16.4.4 APAC STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 118
16.4.5 SEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 119
16.4.6 ME STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 119
16.4.7 CEA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 120
16.4.8 SA STANDALONE VS. MMG VS. SOCIAL VS. MLBG REVENUE 2012-2017 120
16.4.9 FREE-TO-PLAY VS. FREEMIUM VS. PAY-PER-DOWNLOAD REVENUE GENERATION 2012-2017 121
16.4.10 REVENUE FROM PREMIUM VS. FREEMIUM GAME TITLE 2012-2017 121
16.4.11 ANDROID VS. IPHONE/IPOD VS. IPAD APPSTORE REVENUE GENERATION RATIO COMPARISON 2012 122
16.4.12 PROFITABLE VS. NON-PROFITABLE GAME AMONG TOTAL GAMES 2012 123
16.5 MOBILE GAME GENRE DEPLOYMENT IN ASIA 124
16.5.1 GENRE DEPLOYMENT RATIO (% AMONG TOTAL ASIAN COUNTRIES) 2012 124
16.5.2 APAC COUNTRY-WISE GENRE DEPLOYMENT 125
16.5.3 SEA COUNTRY-WISE GENRE DEPLOYMENT 125
16.5.4 ME COUNTRY-WISE GENRE DEPLOYMENT 126
16.5.5 CEA COUNTRY-WISE GENRE DEPLOYMENT 127
16.5.6 SA COUNTRY-WISE GENRE DEPLOYMENT 127
16.6 MOBILE GAME DEVELOPER REVENUE & PREFERENCE IN ASIA 127
16.6.1 ASIA VS. GLOBAL MOBILE GAME DEVELOPER REVENUE 2012-2017 127
16.6.2 MOBILE GAME DEVELOPER REVENUE IN ASIA 2012-2017 128
16.6.3 MOBILE GAME DEVELOPERS DEMOGRAPHY BY AGE 128
16.6.4 DAY-TIME CONSUMPTION ON WRITING MOBILE GAME APPS 129
16.6.5 GAME DEVELOPERS DEMOGRAPHY BY SINGE VS. MULTIPLE OS PLATFORM PREFERENCE 129
16.6.6 DEVELOPERS PREFERENCE OVER DISTRIBUTION PLATFORM 130
16.6.7 DEVELOPERS’ BELIEF OVER BRAND GAME FOR SUCCESS OF A GAME 131
16.6.8 TOP 23 ASIAN MOBILE GAMING DEVELOPER/PUBLISHER REVENUE VS. % CONTRIBUTION OF MOBILE GAMING 2011 131
16.7 MOBILE GAMER PROJECTION IN ASIA 132
16.7.1 MOBILE VS. ONLINE GAMER % IN ASIA 2012-2017 132
16.7.2 MOBILE GAMER NUMBER IN ASIA 2012-2017 132
16.7.3 APAC VS. SEA VS. ME VS. CEA VS. SA GAMER % AMONG TOTAL ASIAN MOBILE GAMER 2012 133
16.7.4 APAC MOBILE GAMER NUMBER 2012-2017 133
16.7.5 SEA MOBILE GAMER NUMBER 2012-2017 134
16.7.6 ME MOBILE GAMER NUMBER 2012-2017 134
16.7.7 CEA MOBILE GAMER NUMBER 2012-2017 135
16.7.8 SA MOBILE GAMER NUMBER 2012-2017 135
16.7.9 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION GAMER % 2012-2017 136
16.7.10 STANDALONE VS. MMG VS. SOCIAL VS. LOCATION GAMER NUMBER 2012-2017 136
16.7.11 MICRO TRANSACTION PLAYER AMONG MOBILE GAMER 2012-2017 137
16.7.12 NUMBER OF MOBILE GAMER BY DEVICE USED 2012-2017 137
16.8 MOBILE GAMER DEMOGRAPHY ANALYSIS IN ASIA 138
16.8.1 MALE VS. FEMALE MOBILE GAMER % IN ASIA 2012 138
16.8.2 MOBILE GAMER % BY AGE VS. GENDER IN ASIA 2012 138
16.8.3 AVERAGE MOBILE GAMERS AGE: MALE VS. FEMALE IN ASIA 2012 139
16.8.4 INCOME BRACKET CLASSIFICATION (PER YEAR INCOME VS. % OF MOBILE GAMER) IN ASIA 2012 139
16.8.5 MOBILE SOCIAL VS. TRADITIONAL GAMER % BY AGE BRACKET 2012 140
16.8.6 AVERAGE AGE OF MOBILE SOCIAL VS. TRADITIONAL GAMER 2012 140
16.8.7 MOBILE SOCIAL GAMER %: MALE VS. FEMALE 141
16.8.8 CASUAL VS. CORE GAMER % 2012 -2017 141
16.8.9 MALE VS. FEMALE % AMONG CASUAL GAMER 142
16.8.10 FREEMIUM GAME: TIME VS. MONEY SPEND % BY AGE GROUP 142
16.8.11 SMARTPHONE VS. STANDARD VS. WEB ENABLED PHONE USERS IN ASIA 2012-2017 143
16.8.12 PREFERRED GAMING DEVICE OF GAMERS BY AGE GROUP WHO PLAY AT LEAST ONCE IN A MONTH 143
16.8.13 GAMING ON TABLET (% PLAY GAME AT LEAST ONE HOUR IN A MONTH) IN ASIA 144
16.8.14 REGULAR VS. NON-REGULAR MOBILE GAMER % AMONG MOBILE GAMER 145
16.9 MOBILE GAMERS’ GAME-PLAY BEHAVIOR ANALYSIS & PROJECTION IN ASIA 145
16.9.1 MOBILE GAMERS PREFERENCE OVER OS PLATFORM FOR GAMING IN ASIA 145
16.9.2 MALE VS. FEMALE PER YEAR AVERAGE EXPENDITURE ON VIRTUAL GOODS 146
16.9.3 REAL WORLD MONEY EXPENDITURE ON VIRTUAL GOODS: % OF MOBILE GAMER 146
16.9.4 % OF GAMER WHO SPEND ON VIRTUAL GOODS AMONG TOTAL GAMER 147
16.9.5 EXPENDITURE PATTERN ON VIRTUAL GOOD ITEM’S CATEGORY 147
16.9.6 % OF GAMER PLAYED MOBILE GAME AT LEAST ONCE IN LIFETIME 148
16.9.7 SMARTPHONE VS. NON-SMARTPHONE OWNERS AVERAGE NUMBER OF GAME PURCHASE PER YEAR 148
16.9.8 SMARTPHONE VS. NON-SMARTPHONE OWNERS AVERAGE SPENDING ON MOBILE GAME IN A YEAR 149
16.9.9 MALE VS. FEMALE MOBILE GAME GENRE PREFERENCE LIST 149
16.9.10 GAME PURCHASE AND PLAN TO PURCHASE % BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 2012-2017 150
16.9.11 FREEMIUM GAMER: UPGRADE FREE TO PAID VERSION 2012-2017 150
16.9.12 CONTENT PURCHASE (POWER-UP, NEW LEVEL/MODES) % BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 2012-2017 151
16.9.13 $6+ AMOUNT SPENT & PLAN TO SPEND ON MOBILE GAME 2012-2017 151
16.9.14 DAU VS. WAU VS. MAU GAME-PLAY % BY SMARTPHONE VS. HANDHELD DEVICES 2012 152
16.9.15 WAU % BY GAME-PLAY HOURS BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 152
16.9.16 LENGTH OF GAME-PLAY DURATION BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 153
16.9.17 % OF MOBILE TIME SPEND ON PLAYING MOBILE GAMES (EXCLUDING CALL TIME) BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 153
16.9.18 % CHANGE IN MOBILE GAME PLAY ACTIVITY OVER LAST YEAR BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 154
16.9.19 FACTOR INFLUENCING % ON INCREASING MOBILE GAME-PLAY 154
16.9.20 BENEFIT EXPERIENCED % FROM PLAYING GAMES ON MOBILE PHONE 155
16.9.21 SOCIAL GAME-PLAY % ON MOBILE PHONE BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 155
16.9.22 DAU VS. WAU VS. MAU % OF SOCIAL GAME PLAY ON MOBILE PHONE BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER 156
16.9.23 NEW GAME MARKETING: HOW MOBILE GAMER GET INFLUENCE BY OPINION LEADER 156
16.9.24 RECOMMENDATION OF MOBILE GAME TO OTHER BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER % 157
16.9.25 % OF GAMER BY OS PLATFORM KEEP GAMES ON MOBILE 157
16.9.26 DAU GAME-PLAY % BY OS PLATFORM GAMER 158
16.9.27 % OF DEVICE USE BY MOBILE GAMER FOR GAMING 158
16.9.28 AVERAGE TIME-SPEND BY OS PLATFORM ON MOBILE GAMING: HOURS IN MONTH VS. % DEDICATION 159
16.9.29 MOBILE GAME-PLAY LOCATION BY GAMER % 159
16.9.30 % OF HOME GAMERS GAME-PLAY LOCATION 160
16.9.31 MOBILE PHONE VS. PORTABLE GAMERS ON-THE-GO GAMING INTEREST BY GENRE 160
16.9.32 POPULAR GAME CATEGORY/GENRE % PLAYED BY MOBILE GAMER 161
16.9.33 GAME ACQUISITION METHOD OF GAMER % BY OS PLATFORM 161
16.9.34 IN-GAME TRANSACTION SIZE VS. REVENUE GENERATE % BY EXPENDITURE PATTERN 162
16.9.35 % OF CONSUMERS PLAYED GAMES ON CROSS-PLATFORM (CONSOLE, MOBILE & COMPUTER) 2012-2017 162
16.10 MOBILE GAMING APPS BEHAVIOR IN ASIA 163
16.10.1 GAMING VS. OTHER APPS % AMONG TOP 100 GROSSING APPS 163
16.10.2 REVENUE GENERATE % FROM GAMING APPS VS. OTHER APPS 2012-2017 163
16.10.3 % OF CELL-PHONE USER USE MOBILE APPS 2012 – 2017 164
16.10.4 ARPU PER YEAR FROM SOCIAL GAME APPS CATEGORY (IPHONE & ANDROID) 164
16.10.5 GAME VS. OTHER APPS USAGE BY % OF TOTAL MOBILE APPS USER 165
16.10.6 MOBILE GAMERS SPENDING WILLINGNESS OVER APPS: GAME VS. OTHER APPS 166
16.10.7 AVERAGE SPENDING ON GAMING APPS BY OS PLATFORM 166
16.10.8 ASIAN GAMER WHO DOWNLOAD GAMING APPS 2011-2017 167
16.11 MOBILE GAME TREND & PROJECTION IN ASIA 167
16.11.1 STANDALONE VS. MMG VS. SOCIAL VS. MLBG TREND (% OF TOTAL GAME) 2012- 2017 167
16.11.2 CASUAL VS. CORE MOBILE GAME % IN ASIA 2012 -2017 168
16.11.3 GPS ADOPTION PREDICTION OF HANDHELD DEVICES FOR LOCATION BASED GAMING 2012-2017 168
16.11.4 LOCAL VS. HYPER LOCAL VS. GAMIFICATION ADOPTION (% OF MOBILE GAME) 2017 169
16.11.5 GAME CHARACTERISTICS INFLUENCING TO RECOMMEND MOBILE GAME TO OTHERS BY SMARTPHONE VS. STANDARD/WEB-ENABLED PHONE OWNER % 169
16.11.6 FREE VS. PAID MOBILE GAME BY DOWNLOAD % 2012-2017 170
16.11.7 FREE VS. PAID MOBILE GAME BY TITLE % IN ASIA 2012-2017 170
16.11.8 AVERAGE MOBILE GAME PRICE VS. % OF MOBILE GAME IN ASIA 2012-2017 171
16.11.9 OTI VS. OTA VS. OTHER MOBILE GAME DOWNLOAD % 2012-2017 171
16.11.10 OTI VS. OTA MOBILE GAME DISTRIBUTION PROJECTION IN ASIA 2012-2017 172
16.11.11 MOBILE GAME DOWNLOAD VOLUME BY OS PLATFORM IN ASIA 2012-2017 172
16.11.12 AVERAGE GAME DOWNLOAD BY INDIVIDUAL MOBILE GAMER 2012-2017 173
17.0 COUNTRY ANALYSIS 174
17.1 JAPAN 174
17.2 CHINA 174
17.3 SOUTH KOREA 175
17.4 INDIA 175
17.5 AUSTRALIA 176
17.6 RUSSIA 176
17.7 NEW ZEALAND 176
17.8 HONG KONG 177
17.9 TAIWAN 177
17.10 INDONESIA 178
17.11 THAILAND 178
17.12 PHILIPPINES 179
17.13 MALAYSIA 179
17.14 SINGAPORE 180
17.15 VIETNAM 180
17.16 BRUNEI 181
17.17 TURKEY 181
17.18 UAE 182
17.19 SAUDI ARABIA 182
17.20 ISRAEL 183
17.21 EGYPT 183
17.22 KAZAKHSTAN 184
17.23 KYRGYZSTAN 184
17.24 TAJIKISTAN 185
17.25 BANGLADESH 185
17.26 SRI LANKA 186
17.27 PAKISTAN 186
18.0 ASIAN MOBILE GAME DEVELOPER/PUBLISHER ANALYSIS 187
18.1 FIREMINT: AUSTRALIA BASED 187
18.2 HALFBRICK: AUSTRALIA BASED 187
18.3 CAPCOM: JAPAN BASED 187
18.4 EA MOBILE: JAPAN BASED 187
18.5 NAMCO BANDAI: JAPAN BASED 188
18.6 GAMEVIL: S.KOREA BASED 188
18.7 COM2US: S.KOREA BASED 188
18.8 ZEPTOLAB: RUSSIA BASED 188
18.9 SQUARE ENIX: JAPAN BASED 189
18.10 GAMEPROM: RUSSIA BASED 189
18.11 KAIROSOFT: JAPAN BASED 189
18.12 KONAMI: JAPAN BASED 189
18.13 DISNEY MOBILE: JAPAN BASED 190
18.14 GREE: JAPAN BASED 190
18.15 DENA: JAPAN BASED 190
18.16 TENCENT: CHINA BASED 191
18.17 MIG33: CHINA BASED 191
18.18 SINA WEIBO: CHINA BASED 191
18.19 PAPAYA MOBILE: CHINA BASED 192
18.20 TMG: SINGAPORE & INDONESIA BASED 192
18.21 IBIBO: INDIA BASED 192
18.22 INIDAGAMES: INDIA BASED 193
18.23 GAMES2WIN: INDIA BASED 193
18.24 HUNGAMA: INDIA BASED 193
18.25 NAZARA: INDIA BASED 193
18.26 ANINO MOBILE: PHILIPPINES BASED 194
18.27 GAMEBRAINS: MALAYSIA BASED 194
19.0 GOOGLE VS. FACEBOOK: EMERGING MOBILE GAMING PLATFORM TREND 195
19.1 “GOOGLE GAMES” - UNIFIED GAMING PLATFORM TREND 2013 195
19.2 FACEBOOK’S MOBILE-PLUS-OPEN-GRAPH COMBINATION: W3C MOBILE WEB PLATFORM CORE COMMUNITY GROUP 195
20.0 NETWORK OPERATOR ANALYSIS 197
20.1 NTT DOCOMO - JAPAN 197
20.2 KDDI AU – JAPAN 197
20.3 CHINA MOBILE – CHINA 198
20.4 CHINA UNICOM – CHINA 198
20.5 CHINA TELECOM – CHINA 199
20.6 AIRTEL (BHARTI) – INDIA 199
20.7 RELIANCE COMMUNICATIONS – INDIA 199
20.8 VODAPHONE ESSAR – INDIA 200
20.9 IDEA/SPICE – INDIA 200
20.10 SK TELECOM – SOUTH KOREA 200
20.11 TELSTRA MOBILE – AUSTRALIA 201
20.12 OPTUS MOBILE – AUSTRALIA 201
20.13 VODAPHONE – NEW ZEALAND 202
20.14 MTS – RUSSIA 202
20.15 MEGAFON – RUSSIA 203
20.16 BEELINE – RUSSIA 203
20.17 CHUNGHWA TELECOM – TAIWAN 204
20.18 3 – HONGKONG & MACAU 204
20.19 MOBICOM – MONGOLIA 205
20.20 TELKOMSEL – INDONESIA 206
20.21 INDOSAT – INDONESIA 206
20.22 VIETTEL – VIETNAM 207
20.23 MOBIFONE – VIETNAM 207
20.24 SMART COMMUNICATIONS – PHILIPPINE 208
20.25 GLOBE TELECOM – PHILIPPINE 208
20.26 MAXIS – MALAYSIA 209
20.27 SINGTEL MOBILE – SINGAPORE 209
20.28 AIS – THAILAND 210
20.29 DTAC - THAILAND 210
20.30 DSTCOM – BRUNEI 211
20.31 MPT – BURMA 211
20.32 LAO-TELECOM – LAOS 212
20.33 METFONE – CAMBODIA 212
20.34 TURKCELL – TURKEY 213
20.35 MOBILE TELECOMMUNICATION COMPANY OF IRAN (MCI) – IRAN 213
20.36 STC – SAUDI ARABIA 214
20.37 ETISALAT – UAE 214
20.38 MTN SYRIA – SYRIA 215
20.39 CELLCOM – ISRAEL 215
20.40 ROSHAN – AFGHANISTAN 216
20.41 MTN/SPACETEL YEMEN – YEMEN 216
20.42 BATELCO – BAHRAIN 216
20.43 CYTA MOBILE-VODAFONE – CYPRUS 217
20.44 VODAPHONE – EGYPT 217
20.45 ZAIN – IRAQ 218
20.46 ZAIN – JORDAN 219
20.47 ZAIN – KUWAIT 219
20.48 TOUCH – LEBANON 220
20.49 Q-TEL – QATAR 220
20.50 OMANTEL – OMAN 221
20.51 K’CELL – KAZAKHSTAN 222
20.52 BEELINE – KYRGYZSTAN 222
20.53 BABILON MOBILE – TAJIKISTAN 223
20.54 UZDUNROBITA – UZBEKISTAN 223
20.55 MTS – TURKMENISTAN 224
20.56 GRAMEENPHONE – BANGLADESH 224
20.57 DIALOG – SRILANKA 225
20.58 MOBILINK – PAKISTAN 225
20.59 NCELL – NEPAL 226
20.60 DHIRAAGU – MALDIVES 226
20.61 B-MOBILE / BHUTAN TELECOM – BHUTAN 226
21.0 CASE STUDY (REVIEW + SUCCESS ANALYSIS + LESSON) 228
21.1 “ULTIMATE DRIVE” APP OF BMW (VIRTUAL GO-TO COMMUNITY+ MOBILE SOCIAL GAMING + $300-$700 DISCOUNT ON TEST DRIVE): A GLOBAL CASE 228
21.2 ANGRY BIRDS – A GAME TO BRAND SUCCESS: $100 MLN GAME BUSINESS VS. CONSUMER PRODUCTS BUSINESS IN CHINA VS. LOCALIZED SERIES GAME RELEASE IN JAPAN 229
21.3 FRUIT NINJA: $1 MLN BUSINESS VS. CHINA SUCCESS 231
21.4 CUT THE ROPE: 100 MLN DOWNLOAD TO ONLINE RELEASE TO LOCALIZE BUSINESS 233
21.5 KOMPU (COMPLETE) GACHA GAMES: IN-GAME SOCIAL GAMBLING PRACTICES VS. CONSUMER LAW- A JAPANESE BAN CASE AND NEW OPPORTUNITIES 234
21.6 COLOPULA: LBS GAME MEETS TRAVEL SEARCH – A CASE IN JAPAN 236
21.7 HOSTESS CLUB SOCIAL GAME (KOI SHITE KYABA JO): A WOMEN COMMUNITY BASED JAPAN CASE 238
21.8 SOCIAL HORSE-RACING GAMES: A JAPAN CASE OF MOBILE GAMING TO PRINT MAGAZINE 239
21.9 SMURF VILLAGE: THE REAL VIRTUAL ECONOMY SUCCESS 240
21.10 ALCHEMY: ANDRIOD TITLE SUCCESS CASE IN KOREA 242
21.11 “THE HUMAN ELEMENT” – A FUTURE LBS MOBILE GAME WILL MERGE REAL WORLD WITH GAME VIA MOBILE API 244
22.0 JAPAN & SOUTH KOREA BEST MOBILE GAMING PRACTICE: UNDERLYING SUCCESS REASON 245
23.0 MOBILE GAME PIRACY AND VIRTUAL CURRENCY SCAMMING CHALLENGE IN CHINA & RUSSIA: EXAMPLE, SOLUTIONS, AND IOS VS. ANDROID CHINA EXPERIENCE 247
24.0 EXCLUSIVE OPINION OF C-LEVEL GAMING EXECUTIVE/ COMPANY 252
25.0 CONCLUSIONS AND RECOMMENDATIONS 254
25.1 CONCLUSION 254
25.2 GENERAL RECOMMENDATION FOR ASIAN MARKET 255
25.3 RECOMMENDATION FOR GAME DEVELOPER INCLUDING START-UP & PUBLISHER INCLUDING SNS PORTAL 255
25.4 RECOMMENDATION FOR CONTENT PROVIDER & AGGREGATOR 256
25.5 RECOMMENDATION FOR VIRTUAL CURRENCY SOLUTION PROVIDER & CREDIT CARD PROVIDER 258
25.6 RECOMMENDATION FOR HANDSET MANUFACTURER & MOBILE OPERATOR 258
25.7 RECOMMENDATION FOR INVESTOR & GAMING COMPANY 259

List of Figures
Table 1: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28
Table 2: Title vs. Developer vs. Release year vs. Genre vs. Price vs. User rating wise 10 Popular iPhone/iPad Games in Asia 28
Table 3: Strategic Impact Analysis of Consumer Attitude vs. Youth Gamer vs. Technology vs. Network Standard vs. Mobile Device vs. Business Model vs. Mobile Gaming Dynamics on Mobile Gaming in Asia 31
Table 4: 10 top 2011 MMG list by Android vs iOS 55
Table 5: List of top 10 Mobile social Gaming of 2011 57
Table 6: Top 4 MLBG (mobile location based game) 58
Table 7: List of Top Mobile Video Game Freemium Download 60
Table 8: Top 10 mobile casual game by iOS & Android 63
Table 9: List of Top 10 Cross Platform Mobile Game 2011 72
Table 10: Comparison of Google Play & Apple Store Distribution Model 82
Table 11: 11s Key Considerable Mobile Gaming Strategies 85
Table 12: 26 Mobile Gaming Business Model Descriptions 87
Table 13: Revenue sources vs. cost items as per eco system player affecting business model 88
Table 14: Game Balancing Methods in Virtual Economy 90
Table 15: Potential risk & solution in F2P virtual economy 91
Table 16: APAC vs. SEA vs. CEA vs. ME vs. SA Market Value Share % among Total Asia Mobile Gaming Market 101
Table 17: Mobile Gamming Market Value APAC vs. SEA vs. ME vs. CEA vs. SA 2012-2017 102
Table 18: APAC: 10 country-wise market value 2012-2017 103
Table 19: SEA: 10 country-wise market value 2012-2017 103
Table 20: ME: 17 country-wise market value 2012-2017 104
Table 21: CEA: 5 country-wise market value 2012-2017 104
Table 22: SA: 6 country-wise market value 2012-2017 105
Table 23: Ecosystem-wise Revenue Split in Asia 2012-2017 106
Table 24: APAC ecosystem wise revenue source 2012-2017 109
Table 25: SEA ecosystem wise revenue source 2012-2017 110
Table 26: ME ecosystem wise revenue source 2012-2017 110
Table 27: CEA ecosystem wise revenue source 2012-2017 110
Table 28: SA ecosystem wise revenue source 2012-2017 111
Table 29: Revenue Share in amount USD across Asian Value chain Stakeholder 2012-2017 113
Table 30: APAC Value Chain Stakeholder Revenue Share amount 2012-2017 113
Table 31: SEA Value Chain Stakeholder Revenue Share amount 2012-2017 114
Table 32: ME Value Chain Stakeholder Revenue Share amount 2012-2017 114
Table 33: CEA Value Chain Stakeholder Revenue Share amount 2012-2017 115
Table 34: Value Chain Stakeholder Revenue Share amount 2012-2017 115
Table 35: APAC Country Mobile Game Genre Deployment Chart 2012 125
Table 36: SEA Country Mobile Game Genre Deployment Chart 2012 125
Table 37: ME Country Mobile Game Genre Deployment Chart 2012 126
Table 38: CEA Country Mobile Game Genre Deployment Chart 2012 127
Table 39: CEA Country Mobile Game Genre Deployment Chart 2012 127
Table 40: 23 Asian Mobile Gaming Developer/Publisher Revenue vs. % contribution of Mobile Gaming 2011 132
Table 41: Male vs. Female Game Genre Preference List 149

List of Tables
Figure 1: 5 Key Milestones of Mobile Gaming Market Evolution in Asia 23
Figure 2: Nokia’a Single Player Primitive Snake Game vs. GREE’s Mobile Social Game Screen (Copyright: NOKIA & GREE) 26
Figure 3: Basic Game Architecture framework for Android Platform (copyright: Google) 32
Figure 4: Basic Decorator flow diagram of Warior Game for iOS based on ActionScript 3.0 Flash Builder (copyright: Apple) 34
Figure 5: BlackBerry Native SDK for Game Development leveraging OpenGL ES (copyright: RIM) 35
Figure 6: Bada Apps development framework / class (copyright: Samsung) 36
Figure 7: DoJa Game development architecture (copyright: NTT) 37
Figure 8: XNA Game development framework for Windows Phone (copyright: Microsoft) 39
Figure 9: Boom: a mobile arcade style war game on Android title (copyright: Boom-Mobile) 47
Figure 10: Dead Space: 3D action-adventure dark and hunting game for Android (copyright: Dead Space) 48
Figure 11: MADDEN NFL 12: A sports game for Mobile (copyright: EA) 48
Figure 12: Racing Moto: a fast paced racing game in Android (copyright: Racing Moto) 49
Figure 13: Angry Brids: Casual Strategy – Puzzle game (copyright: Rovio) 50
Figure 14: The Adventures of Tintin: a movie mobile game (copyright: Gameloft) 51
Figure 15: MyNuMo Blackjack: a high quality mobile casino game for iPhone (copyright: Blackjack) 52
Figure 16: Monopoly: The best mobile board game (copyright: Monopoly) 53
Figure 17: SimCity: a city building mobile simulation game for iOS (copyright: EA) 53
Figure 18: Snowboard Super Extreme 3: a motion censored mobile game (copyright: EA) 54
Figure 19: N.O.V.A. 3 - Near Orbit Vanguard Alliance MMG (copyright: Gameloft) 56
Figure 20: My Town 2: a location based city building Mobile Social Game (copyright: Booyah) 57
Figure 21: Game pattern follow by Game while playing MLBG 58
Figure 22: Sample Trail-Map of Gamer in a MLBG 59
Figure 23: Life is Crime: a social location based mobile game for iOS and Android (copyright: Red Bobot Labs) 59
Figure 24: Fruit Ninja: a popular mobile video game (copyright: Fruit Ninja) 60
Figure 25: Graphical Presentation of Mobile Cloud Gaming Network Ecosystem (copyright: standford) 62
Figure 26: G-Cloud: World’s 1st Mobile Cloud LTE Gaming on Docomo Tablet (copyright: Docomo) 62
Figure 27: Mobile Casual Game Flow: Where most casual gamer belongs 64
Figure 28: Angry Birds: Most ever successful Mobile Casual Game (copyright: Rovio) 64
Figure 29: Snoopy Street: a nostalgic free-to-play game on iOS (copyright: Capcom) 65
Figure 30: Onlive Mobile: cloud gaming app on Android facilitating seamless play on PC, Console and Mobile Device (copyright: Onlive) 66
Figure 31: Casino Games For Nokia E90 Mobile (copyright: Nokia) 67
Figure 32: AMEX promotion in FarmVille as Social Currency format (copyright: FarmVille) 68
Figure 33: Triple Town: Micro-transaction social games for iOS (copyright: TripleTown) 69
Figure 34: BMW Ultimate Drive Apps on-go community (copyright: BMW) 70
Figure 35: Gamification training games showcased on Electronic Entertainment Expo conference (copyright: E3) 72
Figure 36: Dungeon Defenders: Second Wave- A cross platform game seamlessly can be played on iOS, Android, PC and Console gaming (copyright: Dyngeon) 73
Figure 37: Structure and Main Activities of Mobile Gaming Ecosystem (copyright: ScienceDirect) 74
Figure 38: Appstore Ecosystem Graphics 75
Figure 39: Sequential steps of Mobile gaming Metrics: Analyzing Consumer to connect with Game 76
Figure 40: Sample Conversion Funnel to Analyze Mobile Gamer 77
Figure 41: Mobile Gaming Value Chain Diagram in Asia 78
Figure 42: Mobile Gaming Value-Chain Partnership Diagram in Asia 78
Figure 43: Revenue Sharing Diagram across Mobile Gaming Value Chain in Asia 79
Figure 44: Revenue Dimension in Mobile Gaming 79
Figure 45: Mobile Game Distribution Platform (Mobile phone, Tablet & Handheld Device) 80
Figure 46: Cross-Platform Mobile Game Distribution Model 81
Figure 47: 2012 Trendy Mobile Gaming Business Models in Asia 87
Figure 48: 6 key points for success in cross-platform model 89
Figure 49: Key Business benefits with Cross-platform Model 89
Figure 50: Concept flow of creating a Need Bragging approach to monetize Micro-Transaction in F2P model 90
Figure 51: 5 Trendy Mobile Game Pricing Model in Asia 92
Figure 52: Adoption of Moore’s Lifecycle Model in Mobile Gaming 93
Figure 53: Sequential Steps of Mobile Game Analytic Approach 93
Figure 54: Why Retention First in Mobile Gaming? 94
Figure 55: Mobile Game Lifecycle KPI Framework 94
Figure 56: Checklist of Retention / Engagement Metrics 95
Figure 57: User Acquisition Metrics Checklist 95
Figure 58: Checklist for Virality Metrics 96
Figure 59: Monetization Metrics Checklist 96
Figure 60: Deriving Actionable Insight with Custom Metrics 97
Figure 61: Conceptual diagram of Mobile Game Design Process vs. Outsource Opportunity in Asian Countries 99
Figure 62: Mobile Gaming Market Value % Share: Asia vs. Global 2012-2017 100
Figure 63: Mobile Gaming Asia Market Value 2012-2017 100
Figure 64: 2012 vs. 2017 Market Value Share trend: APAC vs. SEA vs. ME vs. CEA vs. SA 101
Figure 65: Revenue Sources % across Asian Mobile Gaming Ecosystem 2012-2017 105
Figure 66: Direct Consumer Spending vs. Ad Funded Mobile Gaming Revenue Trend 2012-2017 107
Figure 67: Trend Comparison of Revenue from Virtual Economy vs. Funded Ad of Mobile Gaming 2012-2017 107
Figure 68: Comparison between Total Mobile Ad Revenue in Asia vs. In-Game Mobile Ad revenue 2012-2017 108
Figure 69: In-game purchase revenue share% in in-app transaction ecosystem in Asia 2012-2017 109
Figure 70: Mobile Game ARPU in Asia 2012-2017 111
Figure 71: Mobile Gaming revenue sharing % across value chain Stakeholder in Asia 112
Figure 72: OS market share vs. Annual growth in Mobile Gaming Asian Market 2012 116
Figure 73: Standalone vs. MMG vs. Social vs. Location Based Game % share in Asia 2012-2017 117
Figure 74: Standalone vs. MMG vs. Social vs. Location Based Game Revenue in Asia 2012-2017 117
Figure 75: APAC standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 118
Figure 76: SEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119
Figure 77: ME standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 119
Figure 78: CEA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120
Figure 79: SA standalone vs. MMG vs. Social vs. Location Based Game Revenue 2012-2017 120
Figure 80: Revenue generation ration from F2P vs. Freemium vs. PPD Games in Asia 2012-2017 121
Figure 81: Revenue Comparison from Premium vs. Freemium Game title in Asia 2012-2017 121
Figure 82: Revenue generation comparison between Android vs. iPhone/iPod vs. iPad Appstore 2012 122
Figure 83: Profitable vs. Non-profitable game ratio of all grossing game in Asia 2012 123
Figure 84: Mobile Game Genre deployment ratio in Asia countries 124
Figure 85: Asia vs. Global Mobile Game developer revenue share % 2012-2017 127
Figure 86: Y-Y Mobile Game Developer Revenue in Asia 2012-2017 128
Figure 87: Mobile Game Developers average age demography in Asia 2012 128
Figure 88: ± 50% daytime spend ratio of developer on writing mobile game apps 129
Figure 89: % of Game Developer Prefer Game Development OS Platform Single vs. Multiple 2012 129
Figure 90: % of Game Developer Prefer Single vs. Multiple Distribution Platform 2012 130
Figure 91: Mobile Game developers’ faith on Brand for a game success 2012 131
Figure 92: Mobile vs. Online Gamer % in Asia 2012-2017 132
Figure 93: Y – Y Mobile Gamer Number in Asia 2012-2017 132
Figure 94: APAC vs. SEA vs. ME vs. CEA vs. SA Gamer % of total Mobile Gamer 2012 133
Figure 95: Y-Y Mobile Gamer in APAC 2012-2017 133
Figure 96: Y-Y Mobile Gamer in SEA 2012-2017 134
Figure 97: Y-Y Mobile Gamer in ME 2012-2017 134
Figure 98: Y-Y Mobile Gamer in CEA 2012-2017 135
Figure 99: Y-Y Mobile Gamer in SA 2012-2017 135
Figure 100: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer in Asia 2012-2017 136
Figure 101: Standalone vs. MMG vs. Social vs. Location Based Mobile Gamer number in Asia 2012-2017 136
Figure 102: Micro Transaction Player in Asia 2012-2017 137
Figure 103: Mobile Gamer by Device Used in Asia 2012-2017 137
Figure 104: Male vs. Female Mobile Gamer % in Asia 2012 138
Figure 105: Age Bracket vs. Gender wise Mobile Gamer % in Asia 2012 138
Figure 106: Male vs. Female Mobile Gamers Average Age in Asia 2012 139
Figure 107: Per Year Average Income vs. Mobile Gamer % in Asia 2012 139
Figure 108: Mobile Social vs. Traditional Gamer % by Age 2012 140
Figure 109: Average age of Mobile Social vs. Traditional Gamer 2012 140
Figure 110: Male vs. Female % among Mobile Social Gamer 2012 141
Figure 111: Casual vs. Hardcore Mobile Gamer % in Asia 2012-2017 141
Figure 112: Male vs. Female ratio among Mobile Casual Gamer 2012 142
Figure 113: Time vs. Money Spend % by Mobile Freemium Gamer in Asia 142
Figure 114: Smartphone vs. Standard vs. Web-enabled mobile user % in Asia 2012-2017 143
Figure 115: Preferred Gaming Device by Broadband Household vs. Different Age group in Asia 2012 144
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