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Next Two Waves for Mobile – Mobile Game Ads & Mobile VR | Atsuo Nakayama
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Transcript of Next Two Waves for Mobile – Mobile Game Ads & Mobile VR | Atsuo Nakayama
Next Two Waves for Mobile-Mobile Game Ads & Mobile VR-
2
Introduction
Bandai Namco Studios Singapore Studios(Jan 16’- Present)
• GM of Mobile/VR(Strategy, Teaming) Vancouver Studios(Dec 13’-Dec 15’)
• Studio Head(Strategy, Teaming, HR/Finance, Bizdev)
Deloitte• Marketing Research• Organization Change
DeNA• Business Development• Marketing • Monetization consulting
Recruit Staffing(HR)• Account Management• Corporate Strategy(M&A, Management)
Atsuo NakayamaGM of Mobile/VR DepBandai Namco Studios Singapore
Blockbuster Hits: Changes in Theory and Practice(2013)Theoretical analysis of hit contents around Movie, TV contents, Comics, Animation, and Game
PublicationThe Third Wave of JP games(2015)Comparative analysis of JP/US mobile game market backed by deeply industrial experience
Why only Social Games are Profitable Games(2012)The core mechanism to make it happened and how Japanese user devote to higher ARPU game
Mobile Works
Next Two Waves for Mobile
3 next two waves for mobile
How long does Apps Market last?
4
Global Game Market
※Source : Shinra
1st Wave
2ndWave
3rdWave
$80B
$160B
$20B
Mobile $20B!
Game experienced 3rd Biggest Wave of Innovation: “Mobile”next two waves for mobile
Mobile Market Trend
5
Apple/Google IAP Market(Reginal Split)
Except for China, IAP market hits to the roof※Source : IR, Appannie, Estimation(CN: “Android” share=65% in 14’, 70% in 15’ ) West=US, CA, AU, UK, GR, FR ※
next two waves for mobile
$M
Mobile Market Trend
15’$20B
14’$15B
13’$7.5B
12’$2.5B
6 next two waves for mobile
Mobile(IAP) starts to saturate…
7 next two waves for mobile
iPhone(Hard) hit the roof in 15’, leads to IAP roof as well※Source : KGI Research
iPhone TrendM iPhone Shipments
8 next two waves for mobile
Mobile(IAP) really starts to saturate…
How long one trend lasts?
9 next two waves for mobile※Source : IR, Ministry of International Affair, IR, Appannie, Estimation
Trend lasts 5 years. 2017 is timing to shift trend
$M
$M
JP Mobile Market HistoryCarrier Platform
(03’ to 07’)Web Platform
(08’ to 12’)Apps Platform
(13’ to 17’)
How long one trend lasts?
10 next two waves for mobile
5 years. 2017’ is the next Shift
To where?
In-Game Ads
11 next two waves for mobile
In-Game Ads
12 next two waves for mobile
87%Completed watching a 30-sec VideoAds
13
Mobile(IAP/Ads) Market
In this year, 16’, Ads sales will overcome IAP’s mark ※Source : Appannie, Ads Market estimated by 2014’s IAP/Ads Share by countries, e-marketer(Chinese mobile ads market is not included)
next two waves for mobile
5,00011,000
17,000
25,000
35,000
In-Game Ads
$M
14 next two waves for mobile
And ・・・ ?
15 next two waves for mobile
VR Game
16 next two waves for mobile
16’$5,100M?
17’$8,900M?
18’$12,300M?
25’$10,000M-$30,000M
15’$20,500M
16-17’$23,000M
Mobile Market
15’$600M?
VR Market
11’$1,500M
14’$15,000M
12’$2,500M
13’$7,500M
Mobile/VR Market
Like mobile growth, VR positioned at its’ dawn era※Source : SuperData(VR), Appannie(Maturity’s Data)
VR Game
12’ 13’ 14’ 15’
Ave Estimate Time to Maturity after release
180weeks
130weeks
50weeks
20weeks
17 next two waves for mobile
AR
VR
IoT
Smart Robot
Voice Recognition
Less than 2 years
5 to 10 years
VR will steadily penetrate into mainstream※Source : SuperData
Hype Cycle for Emerging Technologies(15’)
Internet Web Service
2 to 5 years
Software as Service
Tablet PCInternet Micro Payment
AR
Hype Cycle for Emerging Technologies(05’)
VR Game
VR Game
18 next two waves for mobile
We don’t meet “Success worth to follow” in mobile VR yet
DL:4,949
Rev:$238
Median KPI
Monthly
Titles:397
※Source : Appannie, iOS “VR” searched apps
Categorize:73
19 next two waves for mobile
Blooming App flashes it’s roof(07’-16’) IAP will stop the growth soon Ads will be 2nd boost to monetize it’s
prosperity VR open new world(17’-26’)
The matter is not what it happens but when/how it happens
We face the next 2 big waves: Ads/VR
Key Take Away
20 next two waves for mobile
Who we are
Founded on Apr 2012
Bandai Namco Studios
Founded on Mar 2013
Bandai Namco Studios Vancouver
Founded on Mar 2013
Bandai Namco Studios Singapore
Founded on Mar 2016
Bandai Namco Studios Malaysia
Mobile
ArcadeConsole
ArtMobile/VR
Art
21 next two waves for mobile
Q&A