Download - "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

“By the Numbers – A blast of market data on the Chinese market by the stat experts”

• Market Overview• Market Breakdown by City Tier• Overview of ‘Diaosi’

William Heathershaw, Head of International Marketing, SkyMobi

China Mobile Internet Users as % of Internet Users

Source: KPCB

Percent of Global GDP

Conversion of Users to Paid and ARPPU

Source: Super Data

Comparison: Revenue per Download and CPI Q4 2013

Comparison: China and US CPI & ARPU

Source: Super Data

Comparison: China/US MAU & Annual Revenue

Source: Super Data

Know Who Your Customer Is

Population: 1.36 billion

Mobile internet users: 500 million

Mobile gamers: 266 million MAU

All these 266 million gamers are pretty much the same profile, right? NO

Classify Users by the Tiers of Cities in China

• Population• Provincial GDP• Cities with strong economic growth• Geography vicinity to other powerful cities• Advanced transportation infrastructure• Historical and cultural significance

Source: American Chamber of Commerce

Let’s Break it Down

1st Tier cities only have 10% of China’s population

1st Tier Cities: Beijing, Shanghai, Guangzhou, Shenzhen

Distribution of Active Devices in Chinese Cities

Annual Changes of Daily Sessions per User

Source: umeng

Distribution of Active iOS and Android Devices

Source: umeng

Top 5 Android Brands per City Tier (2014 Q1)

Source: umeng

I see the significance of focusing on lower tiered cities…but what do the users look like?

• Game Preferences• Game Preference Trends• User Behavior

Diaosi

Diaosi Game Preference

Source: Maopao appstore

Diaosi Game Preference Trend

Casual

Action

Card

Racing

RPG

Adventure

Time


Wifi vs Cellular Network Usage for Downloads


Success Rates of Downloads Relative to App Package Size


238 251

271

316

377

282 298 303

323

354

Q1-13 Q2-13 Q3-13 Q4-13 Q1-14

AVG.RAM AVG.ROM

Diaosi’s Handset Performance Increasing, but yet Relatively Low End


Diaosi’s Most Responsive Time Periods to Promotions


Games Are Most Important to 3rd Tier and Below

Source: umeng

“Hmm, does Diaosi have money to spend?”

• Most affordable form of entertainment

• Able to “show face” through games

Reaching Diaosi

• Maopao app store • Pre-installed on 40% of Android handsets

• 147 million users, 25 million MAU

• Partners• 100+ Chinese OEMs

• 30,000+ China Unicom & China Mobile stores

• 70+ distribution channels incl Tencent, Qihoo, Baidu

Thank You! Kiitos!