Developing Online game for different market

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Developing Online gamefor different market

• Greater China Market
• China / Hong Kong / Taiwan

Frank Hsu / M-etel Taiwan
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Comparison in A Commercial Point Of View

• Online Game
• OLG Product Story, Genre,
• OLG Market Size, geographical, user behavior
• OLG Marketing promotion, operating, channels
• Government Sector,
• Comparison in a commercial view
• Greater China market China VS. Taiwan
• Trends Directions
• Summary of Comparison

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Overview
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Comparison in a commercial view (1)
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Comparison in a commercial view (2)
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Comparison in a commercial view (3)
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Comparison in a commercial view (4)
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Comparison in a commercial view (5)
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Trends Directions

• Platform
• Online PC game through Internet will still leads
  the road for years. Console TV games maybe
  combine with STB (set top box) to be an home
  entertainment center in the near future.
• Game Genre
• Some Box Office console games going online pc way
  will burst in next few years.
• New breed of online casual game takes big stake
  of market. Games that needs no subscription fee
  or games that can be played easily like online
  poker, chess, board ..etc. (Traditional games
  going online.)
• China Market
• Governments regulation or restriction will keep
  upholding domestic game companies.
• Market Dominator
• Bigger online game company gets bigger with
  higher market penetration rate and numbers of
  members.
• Niche market or segmentation will be more
  difficult after few years development.
• Government Sector
• Government will set foot to interfere game
  products because of side effects which are
  already existed.

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Brief Summary of Comparison

• Advantages
• Similar cultural basis makes easier for product
  adoption and localization
• Success in 1 market leads higher confidence to
  enter the other (while the cultural basis is
  similar). But its not a guarantee!
• Easier to install game developing teams with an
  expected synergy for Greater China Market (Many
  Taiwanese game companies already did)
• Disadvantages
• Barriers set by government
• Product life cycle management is a conflict while
  Chinese players like to finish a story as quickly
  as possible. (high churn rate low loyalty)
• When the cultural basis is similar, product
  differentiation maybe not needed, effective
  differentiated marketing strategy for local
  market is essential
• New issues about OLG are those side effects which
  were non-existent before OLG was born.