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Your Gateway to Asia

Your Gateway to Asia. “The Southeast Asian online game market is expected to generate revenues of $1 billion by 2015, a figure that is effectively double the $474 anticipated revenues in 2011” Niko Partners 2011.

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Your Gateway to Asia

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  1. Your Gateway to Asia

  2. “The Southeast Asian online game market is expected to generate revenues of $1 billion by 2015, a figure that is effectively doublethe $474 anticipated revenues in 2011” Niko Partners 2011 “The wider digital games market for Asia-Pacific will more than double over the next four years to reach US$30.3 billion in 2016” Ovum Research 2012 “Wargaming.​net Brings World of Tanks to South East Asia. In-game language options for the armored action MMO will feature English, Mandarin, Tagalog, Malay and Thai.” MPOGD.com – April 2012 “Revenue for the Asia-Pacific mobile gaming market will triple over the next 5 years to US$8.2 billion in 2016” Ovum Research 2011

  3. Reaching Asian gamers You have a game in development. It is innovative, based on a great IP and ready to rock console, PC, mobile, social gamers. You want to sell in all key worldwide markets… But how to enter the Asian markets? Japan, Korea, China, Taiwan, … are notoriously difficult markets to understand. While immensely attractive, the languages & cultures of these markets, gamers’ preferences, the difficulty to find partners … are all conditions which make it arduous and costly to enter Asian markets. Pole To Win is here to assist you. Philippines Thailand Korea Indonesia Taiwan Vietnam China Japan Malaysia

  4. Pole To Win • With 18 years assisting Japanese publishers with the testing and localization of their games, Pole To Win has an unparalleled experience and expertise delivering games for the Japanese and Asian markets. • With subsidiaries in Silicon Valley, Austin and London, you have partners in the US and in the UK to assist you with your internationalization needs in Asia around: • Product definition (focus groups, usability testing); • Localization (translation, audio production, DTP, engineering, linguistic testing); • Testing (functionality, PC compatibility, pre-certification); • Community management (phone & internet). • Experienced PMs, in both US and UK, are here to: • Help you understand the Asian markets, their differences & opportunities; • Manage on your behalf the research and production work delivered by Pole To Win Studios in Japan and China.

  5. Some facts about Asia

  6. Asian gaming market • China • Online game market worth $6.6B in 2011. $9.2B in 2016. • Xbox, PS and Wii banned • Japan • Xbox 360: 9% • PlayStation 3: 26% • Wii: 65% • South Korea • Console game: 15% • PC game: 85% • Online game market worth $2.7B in 2011. $5B in 2016. • Thailand • Online game: 30% • Console game: 20% • Handheld game: 15% • Mobile games: 15% • Arcade game: 15% • PC gaming: 5% Sources: Tokai Tokyo Securities – 2011, DFC Intelligence – 2012.

  7. Broadband penetration ChinaInternet: 36.3% BB:7.7% Japan Internet: 78.4%BB: 26.3% South KoreaInternet: 80.9% BB: 34.4% TaiwanInternet: 70%BB: 21.6% ThailandInternet: 27.4% BB: 6% PhilippinesInternet: 29.7% BB: 1.9% VietnamInternet: 32.3%BB: 3.4% US internet benchmark: 78.2% UK internet benchmark: 82% IndonesiaInternet: 16.1% BB: 0.18% MalaysiaInternet: 61.7% BB: 64.6% Internet users, of which. Sources: World Internet User Statistics – 2011, International Telecommunication Union – 2010

  8. Smartphone penetration Japan14% China8% South Korea30% Taiwan26% Thailand13% PhilippinesNot available US benchmark: 35% UK benchmark: 30% Vietnam11% Indonesia9% Malaysia14% Of mobile subscribers . Source: TomiAhonen Consulting Analysis – December 2011

  9. Social media penetration ChinaTotal social networks: 40% TencentQzone: 39% SinaWeibo: 26% TencentWeibo: 8% Renren: 6% Japan Total social network: 58% Twitter: 20% Mixi: 15% Facebook: 8.47% South Korea Total network penetration: 52%Facebook: 17.6% TaiwanTotal social networks: 42% Facebook: 73.63% ThailandTotal social network: 19% Facebook: 80.19% PhilippinesTotal social networks: 28%Facebook: 93.9% Twitter: 16.1% US FB benchmark: 65.65% UK FB benchmark: 59.48% VietnamTotal social network: 8% Facebook: 14.99% Malaysia Total social networks: 41%Facebook: 88.4% Twitter: 10.8% IndonesiaTotal social network: 28% Facebook: 87.5% Twitter: 22% Of internet users, of which - Sources: SocialBakers – 2012, WeAreSocial – 2011.

  10. Purchasing power Japan$34,740 China$8,382 South Korea$31,714 Taiwan$37,720 Thailand$9,396 Philippines$4,073 Vietnam$3,359 US benchmark: $48,387 UK benchmark: $36,090 Indonesia$4,666 Malaysia$15,600 PPP per capita - Source: International Monetary Fund - 2011

  11. English fluency ChinaLow proficiency JapanModerate proficiency South KoreaModerate proficiency TaiwanLow proficiency ThailandVery low proficiency PhilippinesHigh proficiency VietnamVery low proficiency IndonesiaVery low proficiency MalaysiaHigh proficiency “Education First” English proficiency Index – 2011. Based on written tests given to 3million adults over 3 years. Oral results likely to be lower.

  12. About Pole To Win

  13. Pole To Win • A leader in the Japanese gaming industry, providing a large range of outsourced services to game publishers and developers. • Pole To Win provides its services to the consumer and gaming industry in the field of: • Testing (functional, PC compatibility, pre-certification); • Localization (translation, audio production, linguistic testing); • Community management (phone& internet). • Pole To Win also provides pre-production services in the space of cultural adaptation and product definition (focus groups, usability testing). • Established in 1994, Pole To Win now employs 2,000+ people over 13 studios worldwide. Pole To Win (ticker: 3657) is listed on the Tokyo Stock Exchange since 2011.

  14. Geographical implantation Sapporo Silicon Valley, CA London Shanghai Austin, TX Kitakyushu Kyoto Tokyo Singapore Yokohama Fukuoka Nagoya Gifu Osaka

  15. Product & marketing services • Depending on the game genre, the straight localization of a game to Asian languages might not always be enough to make the IP relevant to the target markets. • Other aspects of the game might require adaptation, either at the development or localization stage, including: • Gameplay; • Features; • Game design; • Character design; • Graphics; • Cultural relevance; • Game controls; • Content evaluation for age rating submission.

  16. Product & marketing services Pole To Win can help developers & publishers with such analysis by conducting:

  17. Localization services While localization is sometimes perceived as an expensive necessity, more & more publishers also recognize that localization is the most efficient and cost-effective marketing tool available as they look to enter a new market. Software localization is an essential factor to the success of a game product in countries with low English fluency, but it is still also important in countries with higher English proficiency if the game is “technical” or is destined for a younger audience. Beyond straight translation, the cultural adaptation of the product is also an important factor, in particular in countries with a very different culture and consumer habits that in the countryof origin of the game. While not scientific, the rule of thumb is that localization has a multiplier effect of 3 on sales of games.

  18. Localization services • Pole To Win has a team of internal translators and a qualified network of freelance translators with a specialization in game localization. • Pole To Win’s strength around translation comes from its native Japanese knowledge and cultural proximity to many Asian languages: • Pole To Win provides a full turn-key service from translation, audio production (in country using our network of audio studios) to linguistic and pre-certification testing. • Pole To Win also has an internal team of experienced localization engineers who can assist developers with the globalization of their codes.

  19. Testing services • Pole To Win’s primary competency is testing. It has a distinguished track record in that space having tested more than 8,000 consumer software and hardware products. • Pole To Win’s testing offering include: • Functionality testing: Thorough testing of your applications is the key to quality titles and great consumer experiences. Pole To Win’s testing excellence and experience working in support of development teams will ensure that every aspect of your game functionality meets your design objectives; delivering as a result world class games that give a flawless and enjoyable experience to users. Pole To Win is equipped to perform functional testing on all gaming platforms*, including Iphone, Ipad, Android, Windows 7, 3DS, … *Pole To Win is an approved Xbox 360 test vendor

  20. Testing services • Pre-certification testing: Pole To Win provide compliance testing for all mobile and handheld game platforms; including Microsoft Xbox 360, Microsoft Games for Windows, Sony PlayStation 3 and PlayStation Vita, NintendoDSi, Nintendo 3DS, NintendoWii and forthcoming platforms. Pole To Win’s attention to details and adherence to the latest TCRs, TRCs and LotCheck will ensure that your game passes certification first time. • Performance testing: The huge popularity and predominance of online gaming in Asia means that Pole To Win has developed a unique experience testing online games in all configurations (MMOs, console multiplayer games over LAN or wireless). • PC compatibility testing: With the PC hardware offering constantly evolving, it is difficult to ensure that your games will play just as wellon every device. Pole To Win offers various combinations of operating systems, browsers, graphic cards, routers, security software to replicate the most common hardware configurations of PC users.

  21. Community management services • In the increasingly online and connected world we live in, proactive engagement with customers is a requirement as well as an opportunity to increase customer loyalty and increase revenue through the sales of digital goods, recurrent services and support. • Pole To Win can assist with the management of your multi-lingual communities and customers in the areas of: • Customer service; • Technical support; • Community moderation. • Pole To Win provides this time-sensitive service primarily through your application, the web (email, IM) and/or over the phone. In all its interactions with customers, Pole To Win offers a seamless experience for your customers. Additionally, Pole To Win will maintain a problem/solution database and generate the metrics to measure customers’ • satisfaction with your product & service.

  22. Contacts Pole To Win Europe Eisuke Haga , Mitch Suzuki and Michel Buch-Anderseneisuke@poletowineurope.com, mitch_suzuki@poletowineurope.com michel@poletowineurope.com Pole To Win Europe One Lampton Road, 1 Lampton Road, Hounslow, TW3 1JB, United Kingdom) + 44-(0)20-8607-7900 Pole To Win America Toru Kusano, Elvy Ramli, and Masato Takahashiptwa@poletowinamerica.com Pole To Win America 1196 Borregas Ave. Suite 101, Sunnyvale, CA 94089 U.S.A. ) +1-408-541-0400

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