Licensing Games in Southeast Asia 101 | Robin Ng
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Licensing Games in Southeast
Asia 101Robin Ng
Director – International Business & Strategic DevelopmentAsiasoft Corporation PCL
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About ME!
My name is Robin Ng
International Business Director of Asiasoft
Into mobile stuffs since SMS days
Focusing on SEA market since mobile growth starts
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A
Leading Game Publisher in SEA
15 Years
6 Countries
600+ Staff
33 Published Games
150m Gamer Base
Public Listed in Thailand
About ASIASOFT
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South East AsiaThe Market Potential
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South East Asia is a region- 11 Countries
- Different Languages
- Different Cultures
- Different Behavior
- Different Likes
- East Meets West
Sizing the South East Asia Market
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Sizing the South East Asia Market
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• Young Population• Hungry for Content• Smart Phone Conversion
• Improved mobile networks (4G, LTE)• Increased Income Level• Lifestyle Changes & Trends
Sizing the South East Asia Market
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• Smartphone penetration is less than 35% of the population• Mobile penetration rate is more than 100% for all countries • People are buying smartphones as their first digital device than a PC
Sizing the South East Asia Market
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Thanks to Google for android open platform
Thanks to China for the low cost android phones
Thanks to Social Media & Entertainment Content for fueling the demand
Sizing the South East Asia Market
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• Thanks to Apple for helping to segregate the market
• Paying consumers has a higher chance to use an iPhone
• Credit Card Penetration less than 6% for most countries
Sizing the South East Asia Market
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Licensing Games to PublishersHow to & not only to SEA Publishers
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Licensing a game for a publishers is like a marriage.
Choosing the one that prevails is the taunting task that face many challenges
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Too Much, Too Many! All looks Good but which suits ME most?
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How well do you KNOW a Publisher?
DO YOU KNOW?- How we test games?- How we evaluate a game?- What are we looking for?
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What are Publishers LOOKING FOR in a game?
Everyone has different expectations, IP, Game Performance, Game Uniqueness, Suitability, Consumer Acceptance & more…
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How WELL PREPARED are you in facing or pitching or selling to a publisher?
Your Company Profile Your Game Profile Your Game Metrics Your Game Test File*
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How are you going to SELL a game to a Publisher?
Does knocking on doors work?How many doors can you knock?How many doors get slam into your face?
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Track records matters!Are you looking for short term or long term?
Which Publisher can WALK the talk for your game?
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For Game Developers, There could be several suitors coming at the same time.
CHOOSE the one that suits your strategy best.
Sometimes, the most flashy one may not be the one for you
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Don’t think that all will be smooth going once you had a publisher!
The Road is definitely NOT SMOOTH ahead
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Think Again,Is this the most SUITABLE partner?
The one with the best business or financial terms may not be the best partner
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Publishers are ready to make the COMMITMENT to publish the game
UNDERSTANDING your partner is key to a long successful relationship
LEARN from your partner about the market, the consumers & the game
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Right Partner = Happy Future!
The RIGHT partner will see lasting relations in times of GOOD and BAD
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Only a HANDFUL of games will be pick up by publishers.
Competition is INTENSE
REVIEW & Review
DARE to scrap & drop
BUILD games, NOT SELL Games
STOP Daydreaming
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Robin NgDirectorInternational Business &Strategic Development
Asiasoft Corporation PCLM: +65 8121 7577E: [email protected]: www.asiasoft.net
Skype: dweeteng LINE: dweeteng Kakao: dweetengWeChat: robinasiasoftTwitter: dweeteng
Contacting Me!
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Credits to Information Source
• We Are Social
• Niko Partners
• Nielsen
• Waiwai marketing
• Chartboost
• Asiasoft
• Appannie
• Google – helping me on the searches