All data below is provided by TalkingData.

Top20 Android App Stores
2015Q3TopAppStore


Top 4 position for app store is no change in Chinese android market. But the total market share for top4 is decreased from 76.7% to 72.3% in Q4 2015. Although the overall situation is not change, we still can find the tiny change in the numerous other stores and that will be more fierce competition and more complicated in 2016 if Google Play China version step into the market.

Top20 Android Games
2015Q3TopApps


Besides the new game "League Of Kings" released by Tencent and boost in ranking 1 for Nov and Dec. The others in top20 games have just a tiny change. Tencent still be the absolute leadership and maintain about 40%-50% market share. The most popular game is still light game in Android (mainly Casual and some Cards game) .

Top20 Android Game Publisher
2015Q3TopPublishers


Top 3 spots were taken by Tencent, IDreamSky and Netease. The Tencent game numbers is nearly 9 times the 2nd or 3rd spots publisher.
In the past Y2015, Tencent issued more than 38 new games and the total mobile games income is nearly 19B RMB, it is about 36% of total 51.46B RMB market sizes for China mobile game in Y2015.
For the coming Y2016, Tencent will focus far more than light game, such as ACT and MOBA.

TalkingData is the largest 3rd party mobile data service provider that have been widely recognized and adopted by the whole mobile ecosystem in China. More than 80,000 apps that access over 1.2 billion unique mobile devices in China rely on this mobile analytics platform to track and analyze mobile users’ behaviors. The data collected from these products and also exchanged from the mobile distribution ecosystem enables TalkingData to build the largest behavioral data panel of the mobile population in China. Based on this, they are able to provide the most accurate estimations for the installation, activity and usage of any app in China, especially in the complex Android marketplace.

All data below is provided by TalkingData.

Top20 Android Apps
Top20App_6-9

While Minecraft(Mojang AB) was dropping its ranking (1 down every month), Anipop (HappyElements) went up from #4 to #1 and stayed in its spot for two months.

Top20 Android Publishers
_6-9

Top 3 spots were taken by Tencent, IDreamSky and Netease (and no change in this order).

Top10 App Stores
Top10Store_6-9

Since this May, when Myapp (Tencent) finally beat 360 mobile Assistance and took #1 spot for the first time, Tencent seems doing well also in app store business. The margin is still slim as 2-3% but surprisingly growing and has expanded by almost 10 times (Only 0.3% margin back in May).

TalkingData is the largest 3rd party mobile data service provider that have been widely recognized and adopted by the whole mobile ecosystem in China. More than 80,000 apps that access over 1.2 billion unique mobile devices in China rely on this mobile analytics platform to track and analyze mobile users’ behaviors. The data collected from these products and also exchanged from the mobile distribution ecosystem enables TalkingData to build the largest behavioral data panel of the mobile population in China. Based on this, they are able to provide the most accurate estimations for the installation, activity and usage of any app in China, especially in the complex Android marketplace.

Yosuke
Yosuke Kurokami
Medial Strategy Specialist, Adways




In my last article, I talked about what Taiwanese people like about Japanese mobile games and how Chinese and Japanese games are different by looking at their game creatives. The touch of character designs, usage of color… how they design characters was almost opposite to each other. Now having talked about “how different”, today I want to dig in the “why different” part.

Game History
Featurephones (Flip phones)- the beginning of mobile games era in Japan.
01_588x358


Japan has been known as a pioneer in the gaming industry for a long time. Fami-con (Family Computer) and Play Station, I am sure most of you have heard or even played those world class console games in childhood. Gaming culture was close to the lives of Japanese people from early ages and when featurephones (flip phones) became widespread in 2000s, it got much closer. Back then, we saw many Japanese people playing card games on featurephones.
JapanSocialGameGrowth

(Source: CESA Games White Paper 2014)

Those people who played games on the featurephones naturally learned the sense of how to play casual games and that built an image of mobile phones = easy-to-play games.
This is how easy-to-play games got the popularity among Japanese people from early ages.


On the other hand, in China, Chinese people used to play games on PC rather than on featurephones (mobile phones).

pc games in China

China Online games

(Source: iResearch.cn)

Simulation games and MMORPG (Massively multiplayer online role-playing game)- so-called core games got the most popularity in China and it became the standard game genre for what games are to Chinese people. Anyway those core games were hard to play on featurephones.
So what happened when gaming came on smartphones? - It stands in between. Regardless of its high speech technology, smartphones are just smartphones after all. Smartphones become the platform where core users who used to play core games on PC and light users who didn’t get all together. Thus, Chinese games struggled with deciding a game genre that would meet expectations of smartphone users and target users (core or light) when developing games.

Population
Total population in Japan is 120M while it is 1,300M in China.
Let’s say 10% of the population likes to play games. In Japan that’s going to be 12M, in China that’s130M- already exceeding the total population in Japan.

Under this different situation, Japanese games and Chinese games make different marketing strategies from each other. For example, Japanese game companies would rather make games that are suitable to all people than only targeting to gamers, a small portion of the population. But in China, it might be the opposite because of its large population. They’d rather focus on only gamers who love games and spend lots of money.

At last, I am summarizing how Taiwanese people distinguish Japanese games from Chinese games.

As far as I know, they use the following criteria to recognize which one is which.
- Character Design
- Game UI
- Game playing system

As already explained in the last article, Japanese characters prefer bright colors such as red, yellow and blue while Chinese use more deep colors such as brown, dark blue and blue. Japanese characters designs are more for kids that everyone would feel easy to play at the first glance while Chinese games have the world-view loved by users who like to play games in the first place.

Game playing system also tells the difference. Japanese giant internet company mixi’s Monster Strike has became a hit in Taiwan and its game system is so called multi play which was not a major playing system in Taiwan before. Such kind of Fight together to defeat an enemy style is very Japanese that is often adopted into Japanese games. This is because Japanese think a great deal of originality in products, it came up with generating such a new game system. Monster Strike proved that if you do well in product marketing, people would accept a new system and you could even make a boom in the market.

Japanese games and Chinese games- it is interesting to find out how and why they ended up being different.
Hope this gives you tips for game marketing in Taiwan.

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