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


Mobile(IAP) starts to saturate…


iPhone(Hard) hit the roof in 15’, leads to IAP roof as well※Source ： KGI Research

iPhone TrendM iPhone Shipments


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?


5 years. 2017’ is the next Shift

To where?

In-Game Ads


In-Game Ads


87%Completed watching a 30-sec VideoAds

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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


And ・・・ ?


VR Game


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


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


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


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


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


Q&A

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