the india gaming opportunity | rohith bhat
TRANSCRIPT
THE INDIA BREAKDOWN
Rohith Bhat CEO, 99Games
ABOUT 99GAMES
SPELLUP FAN: THE GAME
17 GAMES
31 MIL DOWNLOADS
13 AWARDS
BACKED BY KALAARI CAPITAL AND ASCENT CAPITAL
INDIA’S MOST DOWNLOADED GAME (DHOOM 3: THE GAME) INDIA’S MOST SUCCESSFULLY MONETISED GAME (STAR CHEF)
STAR CHEFDHOOM:3 THE GAME
INDIAN SMARTPHONE USAGE
India set to beat U.S. to become the world’s second largest
smartphone market in 2017
Population
1.25 BILMobile Subscribers
1 BILSmartphone Users
220 MILAndroid Users
90%
INDIAN SMARTPHONE MARKET
India is the third largest country in terms of number of downloads
on Google Play
Mobile App Downloads increased by 125% in 2015 as
compared to 2014
An average smartphone user has approx. 18 apps in India, with
63% users under 25 years
Time Spent in Gaming: 48% vs 25% in Asia and
14% in US
Android - 90%, iOS - 9% and Other - 1% in terms of
Installs by OS
INDIA DIGITAL GAMES MARKETSEGMENT MARKET SHARE REVENUE (MIL) Y-O-Y CHANGE
MOBILE 49% $415.8 + 64%
FREE - TO - PLAY MMOS 21% $183.2 +20.4%
SOCIAL 16% $139.5 -1.4%
DIGITAL CONSOLE 2.7% $22.9 +23.9%
PC DLC 3.5% $29.5 +18.5%
PAY - TO - PLAY MMOS 7% $63.0 -12.3%
DATA DERIVED FROM SUPERDATA RESEARCH
INDIA MOBILE GAMES MARKET
$13.07ARPPU
DATA DERIVED FROM SUPERDATA RESEARCH
184 MILMAU
1.53%Conversion Rate
Action and Casual games are the most popular genres
$36.8 MILTotal Spending
KEY MOBILE GAMING MARKETs in 2015
DATA DERIVED FROM SUPERDATA RESEARCH* ARPPU = Average revenue per paying user ** Payer Conversion
• Japan, Korea are high ARPPU and Conversion but lower MAU Markets
• China is a low ARPPU and Conversion but high MAU market
• However, China accounts for 27% Revenue with 54% MAU which implies that the higher MAU make up for lower conversion and ARPPU
• India will follow the China trajectory
37%
26%
27%
3%7%
3% 11%
22%
54%
10%Revenue
Monthly Active Users
$26
5.3%USJP $60*6.5%**
$192.9%CNKR $54
5.0%$151.9%IN
TWO INDIAS• India
• 60–80m population which is English speaking
• Travel globally and habits of similar to users in UK or US
• Consume global (western) content be it Movies, Music, TV or Games
• Most already on smartphones and use it for mobile transactions
• Bharath
• 1.15 billon people who are non-English speaking
• Consume local content be it Movies, Music, TV
• Most of the smartphone growth will come from this population
• Getting on Internet for the first time from a phone, new to commerce from phone.
Google Play
App Store
WHAT ARE INDIAN MOBILE GAMERS PLAYING?
• Android dominated
• Google Play most dominant distribution channel
• Other online distribution like 9Apps, Operator decks getting established
• Alternate distribution channels yet to be established - will change over time
• Players are very conscious of data usage - will change over time
• Ad revenue trumps IAP Revenue (low credit card penetration)
• 90% monetization happens via Ads or Brand integrations - will change over time
• Online transaction habits are still forming - will change over time
• Top Grossing lists dominated by Global titles
• Music, Movies, TV are all dominated by Indian content, will happen with Gaming too.
• Dearth of good quality local content an opportunity for devs
CHALLENGES & OPPORTUNITIES
• A game about Connections where fans aspire to meet Shah Rukh Khan
• 40MB Game on Android - 7165 Levels• Crossed 1 million downloads in 3 weeks of launch• 2000 Twitter followers in 2 weeks• 5-Star rating on Google Play for 2 weeks• Revenue: 80% Ads, 20% IAP• Revenue: 40% - Android, 60% - iOS• Downloads: Android = 100x iOS
Android iOS
CASE STUDY - FAN: THE GAME
WORKING WITH SUPERSTARS OF BOLLYWOOD WITH
COMBINED FAN FOLLOWING OF 2 BILLION PEOPLE
POPULARLY KNOWN AS KING KHAN OF BOLLYWOOD, HAS SIGNIFICANT FEMALE AND MALE DEMOGRAPHY
FANS IN ASIA AND INDIAN DIASPORA WORLDWIDE
AAMIR KHAN
DHOOM:3 THE GAME
SHAH RUKH KHAN
FAN: THE GAME
SALMAN KHAN
SULTAN: THE GAME
ONE OF THE MOST POPULAR AND INFLUENTIAL ACTOR OF
BOLLYWOOD WITH FAN FOLLOWING ACROSS ASIA
AGAIN, ONE OF THE MOST POPULAR AND COMMERCIALLY SUCCESSFUL
ACTOR OF BOLLYWOOD WITH PREDOMINANTLY ACTION ORIENTED MALE FANBASE IN ASIA AND INDIAN
DIASPORA WORLDWIDE
FAN: THE GAME LAUNCH