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Page 1: "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

Page 2: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

China Mobile Internet Users as % of Internet Users

Source: KPCB

Page 3: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Percent of Global GDP

Page 4: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Conversion of Users to Paid and ARPPU

Source: Super Data

Page 5: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Comparison: Revenue per Download and CPI Q4 2013

Page 6: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Comparison: China and US CPI & ARPU

Source: Super Data

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Comparison: China/US MAU & Annual Revenue

Source: Super Data

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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

Page 9: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

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

Page 10: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

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

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

Distribution of Active Devices in Chinese Cities

Page 11: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Annual Changes of Daily Sessions per User

Source: umeng

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Distribution of Active iOS and Android Devices

Source: umeng

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Top 5 Android Brands per City Tier (2014 Q1)

Source: umeng

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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

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Diaosi Game Preference

Source: Maopao appstore

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Diaosi Game Preference Trend

Casual

Action

Card

Racing

RPG

Adventure

Time

Source: Maopao appstore

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Wifi vs Cellular Network Usage for Downloads

Source: Maopao appstore

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Success Rates of Downloads Relative to App Package Size

Source: Maopao appstore

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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

Source: Maopao appstore

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Diaosi’s Most Responsive Time Periods to Promotions

Source: Maopao appstore

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Games Are Most Important to 3rd Tier and Below

Source: umeng

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“Hmm, does Diaosi have money to spend?”

• Most affordable form of entertainment

• Able to “show face” through games

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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

Page 24: "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi

Thank You! Kiitos!


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