2. About Me
• CEO of Tokyo-based game consultancy “Kantan Games Inc.”
• based in Japan since 2004
• MBA and PhD in economics
• hardcore gamer for 30+ years
• Japan contributor for TechCrunch.com from 2008-2012
• advisor to various game makers in the US, Europe and Asia
3. My Website On Japan’s
Gaming Industry
- www.serkantoto.com
5. Mobile Gaming In Japan:
Fragmented Landscape
• about 500-700 mobile game providers in Japan
• Japan only: roughly 40 are listed, 6 are large-cap
• 20+ game platform providers (all mobile) operated by a range of
companies covering the entire spectrum (incl. adult content)
• 3 companies as platform and game provider hybrids: GREE, DeNA
and LINE
• iOS is extremely popular, Android fragmentation doesn’t exist
(Google Play is dominant)
31. Reality: True - To Some Extent
• Candy Crush, Clash Of Clans, Game Of War: these top apps are identical
worldwide and in Japan (apart from Japanese text)
• no real localization made: no changes in design/sound/UI, no special
Japan-only live operations or events, no country-specific monetization
techniques, etc. in these specific apps
• “localization” outside the content (customer support, marketing,
community management) should be handled the Japanese way
• warning: adding samurais or characters that “look a bit more Japanese”
to boost sales will most certainly backfire
33. Potential For Smaller Makers In Japan
• Japan is one of the hardest mobile game markets to break into worldwide
• even bigger developers (domestic ones included) have a hard time
generating significant sales
• if you don’t have a huge marketing budget (Machine Zone, Supercell,
King), only enter if you have:
• a great game based on an innovative core concept and/or with high
production value and/or targeting a specific niche
• a local partner/publisher
• monetization techniques generating reasonable sales even with low
user numbers
34. Niches Suitable For Foreign Mobile
Game Makers
• core games (RPGs, strategy)
• games targeted at children
• games targeted at female users
• edutainment
• casino
• etc.
and
Do consider Android in Japan, also for paid content!
36. • certain Japanese game makers are or have been relatively open to partnerships with
foreign game developers, i.e.
• KLab
• Colopl
• gumi
• DeNA, GREE
• other options for marketing and distribution include:
• features by Apple or Google
• “alternative” platforms (see slide above) such as Mobage, GREE, LINE
• the telco app stores (even Rakuten has an Android app store now)
• app subscription plans such as KDDI’s Smart Pass or NTT Docomo’s Sugotoku
Potential Partners For Smaller Makers
(Past And Present) (2)
37. Thank you for listening!
• Twitter: @serkantoto
• LinkedIn: http://linkedin.com/in/serkantoto
• Email: serkan AT serkantoto.com