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Top Global Markets for Online Games and how to speak to the gamers

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Top Global Markets for Online Games (and how to speak to the gamers) ... Kart Rider. Casual games are popular. many portals. Source: DFC Intelligence. Japan ... – PowerPoint PPT presentation

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Title: Top Global Markets for Online Games and how to speak to the gamers


1
Top Global Markets for Online Games (and how to
speak to the gamers)
  • David Lakritz
  • Language Automation, Inc.
  • ION 08
  • May 13, 2008

2
Overview
  • Worldwide online game market survey
  • Round-the-world tour
  • Success factors
  • Multicultural game deployment
  • Conclusions

3
WW Online Game Market (B)
Data DFC Intelligence
4
ROW Online Game Market (B)
Data DFC Intelligence
5
Breakdown by Genre (2007)
Data DFC Intelligence
6
Breakdown by Genre (2012)
Data DFC Intelligence
7
WW Market Drivers
  • Broadband penetration
  • Increased acceptance of online game play
  • Plummeting cost and accessibility of technology
  • Social networking phenomenon

8
WW Market Drivers
  • Broadband penetration
  • Increased acceptance of online game play
  • Plummeting cost and accessibility of technology
  • Social networking phenomenon

9
Growth in Broadband
Data DFC Intelligence
10
Growth in Broadband wrt market
Data DFC Intelligence
11
Where the gamers are
12
Asia
50
13
North America
30
14
Europe
20
15
Asia
16
Asia
  • China
  • S. Korea
  • Japan
  • Taiwan AustraliaHong KongSingapore

17
China
  • Broadband penetration
  • 12 HH
  • Languages
  • Simplified Chinese

18
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19
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20
China cultural taboos
  • Number four (4) is bad luck, number eight (8) is
    good luck
  • Never wear red to a funeral, only black
  • Do not sweep the floor the first day of the
    Chinese New Year
  • Dont wash your hair either (it might wash away
    your wealth)

21
China regulatory issues
  • 10 separate agencies independently regulate and
    police the game industry
  • 21 documents need to be filed
  • Sale of console hardware is banned.
  • The Ministry of Culture publishes a list of
    banned content.
  • Any other content forbidden by laws and
    regulations is also banned.
  • The Great Firewall

22
China top 10 online games 2007
Source China Analyst
23
S. Korea
  • Broadband penetration
  • 80 HH
  • Languages
  • Korean

24
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25
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26
S. Korea regulatory issues
  • Video game violence is controversial in South
    Korea.
  • For a long time many games were banned
  • Strategy changed with launch of GRB (Game Rating
    Board) in Oct. 2007
  • Now, violent games are rated.

27
S. Korea popular online games 2006
  • Lineage
  • Kingdom of the Wind
  • Mu
  • Laghaim
  • Ragnarok
  • Fortress
  • Kart Rider
  • Casual games are popular
  • many portals

Source DFC Intelligence
28
Japan
  • Broadband penetration
  • 51 HH
  • Languages
  • Japanese

29
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30
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31
Japan cultural taboos
  • Dont stick your chopsticks into your bowl of
    rice, because thats what is done at funerals.
  • Don't point with your chopsticks.
  • Don't, while talking to a superior, refer to them
    with "you."

32
Japan regulatory issues
  • Games are rated by the Computer Entertainment
    Rating Organization (CERO)
  • Violent games are tolerated, but games with
    excessive violence are censored
  • In Japan, more attention is on pornography

33
Japan popular online games
  • Table/card games
  • RPGs
  • Puzzles
  • However, Japanese typically not big on hardcore
    MMOGing

34
Rest of Asia
Source (BB) DFC Intelligence
35
Rest of Asia - regulatory
  • Australia rating done by Office of Film and
    Literature Classification
  • Singapore new age-based rating system
    introduced
  • 2 categories Age Advisory (gt 16) and M18 (gt 18)
  • Everything else approved for general consumption

36
Europe
37
Europe
  • FranceUKGermanyItalySpainNetherlands
  • Belgium SwedenSwitzerlandDenmarkPortugalAustr
    iaFinlandNorway

38
Europe (1)
Source (BB) DFC Intelligence
39
Europe (2)
Source (BB) DFC Intelligence
40
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41
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42
Europe cultural taboos
  • UK - Asking anyone over 30 how old they are, or
    asking anyone how much they weigh. Especially
    women.
  • UK - Pointing at people.
  • Spain, Belgium Making jokes about the King or
    his family.
  • Netherlands Making fun of Dutch people thinking
    they all live in windmills, love tulips, eat lots
    of cheese and own cows.

43
Europe - regulatory
  • Many ratings agencies
  • Europe (excluding Germany) - Pan European Game
    Information (PEGI)
  • Germany - Unterhaltungssoftware Selbstkontrolle
    (USK)
  • Finland - Valtion elokuvatarkastamo, Finnish
    Board of Film Classification
  • United Kingdom - British Board of Film
    Classification

44
Europe - games
  • WOW
  • Much crossover with NA MMOGs
  • Soccer
  • Social gaming
  • Spain racing and sports games
  • UK FPS

45
North America
46
A Word about North America
  • Canada 10 of U.S. pop. but higher per capita
    BB penetration
  • Canada is much less regulated than the U.S.
  • Canadian French is NOT European French
  • Canada (including French-speaking Quebec) uses
    the same ESRB rating system as the United States.

47
Western MMOGs (4/08)
Source MMOGChart.com
48
Global Market Success Factors
  • Tailor your game to the market linguistically and
    culturally
  • Understand the target market work with a local
    expert
  • Start early in the creative process
  • There are no right answers, it depends on your
    target audience

49
Multicultural Game Deployment
  • Creative issues
  • Localized -gt Internationalized -gt Globalized
  • Database organization
  • Flat vs. hierarchical (region/country)
  • Operation Maintenance
  • Localization process/workflow
  • ? Critical factors for successfully deploying an
    online game across multiple languages and cultures

50
Conclusions
  • Maturing market will demand better localized,
    culturally tailored content
  • Work with local experts and start early in the
    creative process
  • Build a solid infrastructure that can scale with
    the market
  • The world is actually a small place

51
Questions?
  • David LakritzLanguage Automation,
    Inc.dave_at_lai.com
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