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APGS JAPAN Localize VR Marketing Strategies & New Trends of Game IPs 2017-09-26

App Annie: Top 10 Japanese Games cover 40% Income of Local Market

  Asia Pacific Game Summit Japan (APGSJ) was hosted at Tokyo Bay MAKUHARI Eltia last week. The forum invited App Annie to analyze the game market in Asia-Pacific zone and Taiwanese, Japanese game companies to share oversea operating experiences relating to games and VR/AR. This year, the special guest included HTC, which is known for its VR helmet gear, and global VR Arcade platform, JPW, shared business opinions in regard to future development skills of VR/AR.

  This event was organized by Taipei Computer Association (TCA) and Japan Online Game Association (JOGA). According to market research by Statista, the global VR game market is expected to reach 22.9 billion dollars until 2020, so VR/AR was added to the agenda this time. Therefore, the development and business model of virtual reality will bring more attention to related industry.  Taipei Game Show CEO, Mr. Jesse Wu, indicated that Japan is an important market indicator in global gaming industry, and the culture between Taiwan and Japan is different: Japanese are high precision and Taiwanese work with flexibility. Therefore, he expected that it will not only create the cooperation opportunities but lower the communication cost through the interactive conference.

 

APAC is the global game market driving force. Key to success: Localization and Partnership

  The first agenda was host by one of the world largest mobile strategy app platform─App Annie. Senior Business Development Manager of App Annie, Hironori Uemura, indicated the game industry market grows steadily in APAC region that Japan accounts for 20% growth. According to the statistics from Japanese games, over 70% sales generated from their local market, which means localization and translation become more important when doing operation. Also, the development of India is worth to observe while the app downloads reached three times grow from 2015-2017. It shows that India market is growing in high speed and starting to become a mature market, and their game revenue is well-expected in the future.

  Wegames Japan released strategic game “Great Kingdoms” in July this year. It reached No.10 in iOS strategic game ranking after 3-weeks launching. CEO of Wegames Japan branch, Toshi Chen, mentioned before entering into a local market, fully understand the business model is essential such as players’ habits, preferences and marketing promotion. Take “Pili Heroes” as an example, it used “Taiwanese Night-market” as localized strategy. Through the strong bonding between players and their culture, this game took all the people by storm in a sudden.

  Taiwan local game developer “X-Legend Entertainment” found its first subsidiary in Japan, 2012.  X-Legend Entertainment Japan CEO, Ken Chen, shared that Taiwan is similar as Japan when it comes to animation and game design. Although there are many similarities between Japan and Taiwan, in staff management still exist some boundaries such as working hours, salary issues, etc. It is not only localized operation but the “Localized Management” would generate effective communication between two countries.

  Currently, Koei Tecmo Taiwan CO.,LTD ”Dynasty Warriors 8” partnered up with Taiwanese professional baseball teams. As the vice president Sammy Liu mentioned, it takes much time to do cross-country work. After launching this event, it had reached over millions of page views, which could get more resource for their subsidiary. Besides, he also mentioned that South-east Asia has the great business opportunities on the console game aspect. In view of the numerous but scattered South-east Asian markets and lacks of powerful platform and media, he suggested companies who plan to enter APAC should find a decent partner to assist in communication, local regulations, distributions and promotions.

 

VR/AR Development Drifts to a Perfect Business Model by Diversified Application

  In 2017 Tokyo Game Show, HTC Vive not only expanded the booth scale but presented many VR gameplay including “Fallout 4 VR”, “Assassination Classroom”, “Palm”, etc. HTC VIVE Japan Director, Miyu Nishikawa, mentioned HTC Link designed the head gear VR device for mobile device, which collaborated with Japan well-known animation “Ghost in the Shell: ARISE”. This year, HTC Vive also teamed-up with Bandai Namco Entertainment Inc. in July to build Shinjuku VR Zone that could be expected as a trend through the combination of VR and Game IPs.

  JPW, which joined Tokyo Game show for the first time, presented entertainment zone including “Family Fun”, “Extreme Sport”, “Time Travel” and “Dynamic Gameplay”, which drew large crowd to wait in line to experience. Jack Tong, CEO of JPW, described 20% of VR is game-related, and it is growing steadily; however, 90% of the population understands what VR is but has no idea about “Immersing Experiences”. That is the reason why JPW dedicated to developing VR Arcade in order to target 95% publics and popularize the consumption habits in VR entertainment.

  Crescent, whom dedicated to high-tech and heavy industry, founded its studio in Kaohsiung, 2016.  It is the largest Motion Capture studio in Taiwan which provides services for movie, game and animation production. Kotani Hajime, CEO of Crescent, said they are mainly focus on motion capture to VR application. As the progress of virtual reality, it’s necessary to create surreal feelings.

  Formosoft, specialized in creating ocean simulation, now has “Fishdom”, “AquaReal” and so on. Formosoft CEO, Gordon Kuo, shared cases of cross-country cooperation by adapting VR technology into oceanic technology with various industry talents such as programmers, artists, musicians, screenwriters to create marine life with 3D technology. This will bring various interactions when VR immerse into our life.


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