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China Mobile Game Data Report in Q3 2015

China Mobile Game Industry Overview in Q3, 2015

DataEye
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China Mobile Game Data Report in Q3 2015

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  1. China Mobile Game Data Report China Mobile Game Data Report Q3 Q3, 2015 , 2015 Oct. 2015 From DataEye Data Center

  2. Mobile Game Industry Overview in Q3, 2015 Mobile Game Industry Overview in Q3, 2015 Market Trend Market Trend Mobilegame market keeps a rapidincrease, with an expected market size of 42.92 billion Yuan in 2015 . Rapid market growth led by demographic dividend is diminishing and mobile game users are steadily growing. In 2015, China’s mobile gamers are expected to reach 386million. Offline vs. online game is approximately 7:3; role-play and card games are the mainstream in online games. Match 3 and endlessrunner games are the majority in offline games. IP-based games take up 48.35% in online mobile games; and besides Three kingdom and Westward Journey, animation serves as the biggest IP source. Data Analysis Data Analysis Active Player: 61% players spend less than 30 min per day; 50% gamers play less than 3 timesper day. Retention: Role-play games have higher retention rate, card and casualpuzzlegames have the best user viscosity. Paying Rate: Role-playgames has the best performance in paying rate, ARPU and LTV, and shooting games increase most rapidly in paying indicators. Regional Analysis Regional Analysis GuangdongProvince has the most game players; third-tier cities and below enjoy the fastest growth of mobile gamers, however, the number of players in first-tiercitiesis decreasing. Mobile gamers in first-tier cities make more spendingon games than in other cities; gamers in second- tier cities have the highest game frequency and game time; and third-tier cities have largepotential. From DataEye Data Center

  3. Catalog Catalog 1 Mobile Game Market Trend in Q3, 2015 2 Mobile Game Data Analysis in Q3, 2015 3 Mobile Gamer/Regional Analysis in Q3, 2015 From DataEye Data Center

  4. Mobile Game Market Keeps Increasing Rapidly, Mobile Game Market Keeps Increasing Rapidly, With A Stable User Base With A Stable User Base In the first half of 2015, China’s mobile game market revenue reached 20.93 billion Yuan, with an expected size of 42.92 billion Yuan for the entire year, a YOY growth of 56.1%; China’s mobile gamers reached 366 million in the first half year, surpassing PC games and online games. Mobile game user growth tended to be steady as demographic dividend is gradually disappearing. The expected number of China mobile gamers for 2015 is 386 million, a growth rate of 8.1%. China Mobile Game Market Revenue (100 Million Yuan) China Mobile Game User Scale (Million) 350.0% 500 450 300.0% 326.7% 429.2 386.4 450 400 300.0% 248.5% 357.5 250.0% 400 350 246.9% 310.5 250.0% 350 300 200.0% 274.9 300 200.0% 250 250 150.0% 200 150.0% 144.6% 200 114.3% 150 100.0% 90.6% 73.7% 150 100.0% 86.8% 112.4 69.9% 89.1 100 100 43.8% 50.0% 51.3 42.2% 56.1% 50.0% 32.4 30.2 50 50 21 15.1% 17 9.1 9.8 6.4 8.1% 1.5 0.0% 0 0 0.0% 2008 2009 2010 2011 2012 2013 2014 2015e 2008 2009 2010 2011 2012 2013 2014 2015e Mobile Game Market Revenue Mobile Game Revenue Growth Rate Mobile Game User Scale Mobile Game User Scale Growth Rate From DataEye Data Center

  5. RPG and CAG are the mainstream of online games; Offline games are dominated by Puzzle (PUZ) games. 1167 new games were launched in September 2015 among which offline games vs. online game was about 7:3; role-play and card games took over 70% in online games while casual puzzle games such as Match 3 and endless runner were the majority of offline games. Distribution of Offline Game Genres in Sep.2015 Distribution of Online Game Genres in Sep. 2015 1%1%3% 3%3%3% 3% 4% 10% 8% 40% 10% 58% 21% 32% PUZ SIM STG RPG CAG SLG OTHER RPG CAG ACG SLG STG MOBA SIM OTHER From DataEye Data Center

  6. IP-based Mobile Games keep heated up and show diversified IP sources. Among the 408 newly released games in September, 48.35% were IP-based. Games using the two classic IPs – Three kingdom and Westward Journey took up 17.22% but only 11.12% of them were officially authorized while 20.01% of them were copycats. Diversified IP sources included literature/animation/movie/entertainment TV programs. Besides Three Kingdom and Westward Journey, animation generated IP took a largest share of 44%; followed by movie, literature, game, and entertainment programs. IP Sources (excluding Three Kingdom/westward Journey) IP Use for Mobile Games in Sep. 2015 14% 13.77% 3.44% 4% 44% 11% 11.12% 51.65% 11% 20.01% 18% Three kingdom Westward Journey Animation Movie Internet Literature Game Entertainment Other From DataEye Data Center

  7. Catalog Catalog 1 Mobile Game Market Trend in Q3, 2015 2 Mobile Game Data Analysis in Q3, 2015 3 Mobile Gamer/Regional Analysis in Q3, 2015 From DataEye Data Center

  8. Data Analysis – Daily Game Time and Daily Frequency Both daily average play time and frequency were decreasing in Q3 2015. 61% players spent less than 30 min per day and 50% play less than 3 times per day. The reason behind it might be a prevailing bottleneck in both gameplay and quality for developers. According to DataEye’s <Monthly Report on New Mobile Games in China Domestic Market>, nearly 60% new games in September 2015 fell in the category of homogeneous games. Daily Game Time in Q3 2015 Daily Game Frequency 3% 6% 4% 12% 10% 34% 15% 50% 20% 19% 27% <10min 10-30min 30-60min 1-2hours 2-4hours >4hours 1-3times 4-5times 6-10times 11-20times more than 20 From DataEye Data Center

  9. Data Analysis – Retention Rate Retention rate in Q3 2015 has witnessed a slight decrease, and IOS still enjoyed a higher rate than Android platforms. Role-play games had a higher Day 1 retention, however, chess and casual/puzzle games had a better performance in Day 7 and Day 30 retention. The low Day 30 retention rate shows a relatively short life cycle of mobile games. 2015Q3 Day 7 Retention Rate 2015Q3 Day 30 Retention Rate 2015Q3 Day 1 Retention Rate IOS Android IOS Android IOS Android STG 3.46% 4.18% 5.73% 6.87% 27.47% 29.50% MUG 3.16% 2.23% 5.70% 6.49% 25.60% 29.32% SPT 2.30% 1.78% 4.90% 9.37% 24.21% 25.23% PUZ 2.54% 2.78% 7.60% 11.62% 22.33% 28.20% RPG 1.51% 2.17% 8.47% 8.82% 31.01% 31.80% A-AVG 3.94% 3.84% 7.16% 7.68% 22.67% 26.24% 3.74% 2.23% SLG 7.74% 8.58% 25.85% 30.16% SIM 2.20% 1.52% 5.34% 8.34% 27.45% 29.41% Chess Game 1.35% 2.37% 10.25% 10.83% 28.99% 28.50% From DataEye Data Center

  10. Data Analysis – Percentage of 1-Day Player The player and game quality of IOS platform were generally higher than that of Android. 1-day game players took a lower ratio in chess/role-play and shooting game which reflected their mature gameplay and better acceptance of players; Simulation games had the highest percentage of 1-day player in Android platforms but the lowest in IOS platforms which showed the big difference in game quality of the two platforms. But the difference tended to be narrowed as quality games such as "My World”, “Clash of Clans” started to release Android version. 1-Day Player Percentage of Different Game Genres IOS Android STG 54.93% 49.56% MUG 60.45% 43.31% SPG 60.67% 52.09% PUZ 58.96% 48.56% RPG 54.13% 46.17% AVG 56.75% 54.64% SLG 59.10% 49.80% SIM 63.14% 38.67% CAG 52.46% 44.04% From DataEye Data Center

  11. Data Analysis – DAU/MAU Casual/puzzle games had the best user viscosity on both Android and IOS platforms, followed by action games, role-play games, shooting and strategy games. To compare with Q2, the user viscosity of casual/puzzle, action and shooting games had an obvious increase while that of role-play games witnessed a decline. DAU/MAU of Different Game Genres Q3, 2015 Android IOS STG 0.13 0.10 0.12 0.06 SIM MUG 0.08 0.07 0.11 0.10 Chess Game H PUZ 0.20 0.15 SLG 0.12 0.10 0.16 0.12 A-AVG 0.13 0.08 SPT 0.14 0.13 RPG From DataEye Data Center

  12. Data Analysis – Day 1 Paying Rate The mobile game market has seen a slight decline in Day 1 Paying Rate in Q3 2015. Role-play games still had the highest Day 1 Paying Rate. E-sport shooting games such as FPS have improved significantly in quality and popularity as more developers start to prioritize in e-sport sector, leading to the growth of Day 1 Paying Rate. Day 1 Paying Rate of Different Game Genres in Q3, 2015 Android IOS UP 7.70% 5.77% 6.06% 6.01% 3.75% 4.45% 3.44% 2.12% 2.24% 6.58% 6.20% 5.04% 4.41% 4.27% 3.74% 3.73% 3.31% 2.30% CAG SIM STG AVG RPG PUZ SPG MUG STG From DataEye Data Center

  13. Data Analysis – ARPU Role-play games still enjoyed the highest ARPU, followed by shooting games, strategy and action adventure games. Quality hardcore games such as “Crisis Action” and “We Fire” became a new driving force for ARPU of shooting games. ARPU of Different Game Genres in Q3 2015 IOS Android H UP 3.27 1.67 2.16 1.66 1.91 4.44 1.02 2.44 2.28 0.86 2.04 1.95 0.25 0.58 0.77 0.61 0.45 SIM 0.37 CAG STG AVG RPG PUZ SPG MUG STG From DataEye Data Center

  14. Data Analysis – LTV The average life time of mobile gamers was shorter than 2 months. PUZ, SIM, STG and SLG had longer gamer life time than others - 1.7 months, 1.47 months, 1.43 months, and 1.4 months respectively. Role-play, shooting and action adventure games had the highest LTV of 4.63 Yuan, 2.84 Yuan, 2.45 Yuan respectively. LTV of Different Game Genres in Q3 2015 Life Time Value of Different Game Genres in Q3 2015（Month） H RPG 4.63 PUZ 1.70 STG 2.84 SIM 1.47 AVG STG 2.45 1.43 SLG SLG 2.32 1.40 SPG CAG 2.16 1.35 MUG MUG 1.23 0.95 RPG PUZ 1.20 0.87 AVG SIM 1.20 0.66 SPG 1.13 CAG 0.34 From DataEye Data Center

  15. Catalog Catalog 1 Mobile Game Market Trend in Q3, 2015 2 Mobile Game Data Analysis in Q3, 2015 Mobile Gamer/Regional Analysis in Q3, 2015 3 From DataEye Data Center

  16. Regional Analysis – City Distribution Guangdong Province had the largest number of players with a share of 11.91%. Mobile gamers in third-tier regions such as Henan, Shandong, Szechwan, Hebei and Hubei were increasing rapidly while those of first-tier cities such as Beijing, Shanghai were on a down trend. Mobile Game User in Top 6 Cities in Q3 2015 Heilongjiang Jilin Zhengzhou Xinjiang Liaoning Gansu Inner Mongolia Guangzhou Beijing Shenzhen Hebei Ningxia Shanxi Shandong Qinghai Chongqing Jiangsu Henan Shanxi Beijing Tibet Shanghai Anhui Hubei Sichuan Shanghai Zhejiang Jiangxi Hunan Guizhou Fujian Yunnan Guangxi Guangdong Zhengzhou Shanghai Shenzhen Beijing Chongqing Guangzhou Shenzhen Hainan From DataEye Data Center

  17. Regional Analysis – DAU/MAU Mobile game player viscosity of first/second/third tier cities was in a descending order. The DAU/MAU were 0.09, 0.08, and 0.07 respectively. In Top 6 cities, Beijing and Chongqing had the highest player viscosity, and that of Guangzhou, Shenzhen and Zhengzhou was relatively lower. DAU/MAU of Different City Tiers in Q3 2015 0.09 0.08 0.07 First-tier Second-tier Third-tier and under DAU/MAU of Different City Tiers in Q3 2015 0.10 0.10 0.09 0.08 0.08 0.08 Guangzhou Beijing Shanghai Chongqing Shenzhen Zhengzhou From DataEye Data Center

  18. Regional Analysis – Game Frequency Second-tier cities had the highest game frequency of 3.05 times a day, followed by first-tier cities with the daily frequency of 2.89 times. Third-tier cities and below were at the bottom with only 2.8 times per day. In Top 6 cities, gamers in Guangzhou, Zhengzhou and Chongqing played 3.19, 3.13 and 3.7 time a day respectively; gamers in Beijing, Shanghai and Shenzhen played about 2.7 times every single day. Daily Game Frequency in Different City Tiers in Q3 2015 Daily Game Frequency in Different City Tiers in Q3 2015 times 3.05 3.19 3.13 3.07 2.89 2.78 2.8 2.71 2.7 First-tier Second-tier Third-tier and under Guangzhou Beijing Shanghai Chongqing Shenzhen Zhengzhou From DataEye Data Center

  19. Regional Analysis – Daily Game Time Players in second tier cities have the longest play time of about 31.37 min a day, followed by first-tier cities of 29.18 min and third-tier cities of only 26.26 min. In Top 6 cities, gamers in Guangzhou played for the longest of 32.98 min per day while those in Shenzhen played for the shortest of 26.66 min. Daily Game Time in Different City Tiers in Q3 2015 Daily Game Time in Top 6 Cities in Q3 2015 minutes minutes 32.98 30.01 29.14 27.76 27.01 31.37 26.661 29.18 26.26 First-tier Second-tier Third-tier and under Guangzhou Beijing Shanghai Chongqing Shenzhen Zhengzhou From DataEye Data Center

  20. Regional Analysis – Percentage of 1-Day Player Third-tier cities and below had the largest percentage of 61% in 1-Day Players against 58% in second-tier cities. In Top 6 cities, Shenzhen had the largest share of 1-day players of about 61%, followed by Beijing, Guangzhou, Chongqing, Zhengzhou and Shanghai, with the percentage of 60%, 59%, 58%, 58% and 57% respectively. 1-Day Player Percentage of Different City Tiers in Q3 2015 1-Day player Percentage of TOP 6 Cities 61% 60% 61% 59% 58% 58% 59% 57% 58% Guangzhou Beijing Shanghai Chongqing Shenzhen Zhengzhou First-tier Second-tier Third-tier and under From DataEye Data Center

  21. Regional Analysis – ARPU The ARPU of first/second/third tier cities was in a descending order, with the number of 2.29, 2.08 and 2.02 Yuan. Shanghai enjoyed the highest ARPU of 2.5 Yuan in Top 6 cities, followed by Beijing, Shenzhen, Guangzhou, Zhengzhou and Chongqing. ARPU in Chongqing was less than 2 Yuan. ARPU of Different City Tiers in Q3 2015 ARPU of Top 6 Cities in Q3 2015 2.29 2.5 2.35 2.25 2.15 2.12 1.95 2.08 2.02 Guangzhou Beijing Shanghai Chongqing Shenzhen Zhengzhou First-tier Second-tier Third-tier and under From DataEye Data Center

  22. DataEye Big Data Eco-System for Pan-Entertainment Front-end Data Analysis Products Data Management Platform Innovative Data Products Application Fields Game Advertising Monitoring Mobile Game Analysis Private DMP Animation Pan-Entertainment DMP Movie/TV Project Consulting External data resources H5 Analysis Data Analysis Tools Music Literature Refined operations Channel Analysis IP Analysis Enterprise Data Service From DataEye Data Center

  23. About DataEye • DataEye is a leading data service • Established in Shenzhen in Sep. • DataEye boasts a professional • DataEye products serve the provider in China who dedicates 2013 team of nearly 100 people, most entire industry chain. in mobile gaming and • Received Series-A funding from of whom are from top Internet • 8000+ clients in the game entertainment industry. We SCGC and ABC Capital in Mar. companies in China like BAT industry. provide data tracking/analysis 2015 (Baidu, Alibaba, Tencent) and • 24,000+ games using our services for game developers, • Setup of Beijing branch in Apr. have long time experience in services. distribution channels, app stores, 2015 mobile game and big data • Covering 600 million+ mobile ad networks etc. sectors. devices. From DataEye Data Center

  24. Contact us Website: https://www.dataeye.com Facebook: https://www.facebook.com/dataeyecn/ Twitter: https://twitter.com/DataEyeCN Email: sara@dataeye.com lisa@dataeye.com From DataEye Data Center

  25. From DataEye Data Center

  26. THANKS From DataEye Data Center

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