Huge mobile gaming market in Thailand

Thailand single Hand tour market space is huge, weak network stand-alone products accounted for mobile game market total revenue of about 50%. When mobile gaming enters the Thai market, local payments are a barrier that can never be bypassed. The reporter once reported Thailand eight main mainstream payment way, where the point card (MOL, Truemoney) and operators accounted for the majority of the market, so the game wants to enter the Thai market, point card is the inevitable choice of online games mainstream payment method, but for the weak network of stand-alone game, more suitable for the three major operators ( AIS, DTAC, Truemove) the implementation of short-term billing, selling game props.

After the reporter Thailand local investigation, deep dig Thailand's payment market, the current Thai market short-term payment channel mainly has two companies, respectively, Easy2pay and Bluemobile. The CEO of Bluemobile (Blue Mobile, a mobile entertainment company for Southeast Asia), is dedicated to providing game developers with a one-stop solution for game operations covering the South-East Asia region. ), to the reporter in detail to share the Thai single hand tour market share, mainstream single game type, preloaded market and other dry goods. It is hoped that the Chinese developers who want to expand the Thai market will make clear the two important thresholds of Thailand's short and pre-installed markets.

Bluemobile also mentioned in the article, although the company mainly provides short and games pre-installed services, but it is recommended that developers can also through the game built-in advertising display, integration wall cross promotion and paid to download to effectively improve the game revenue.

The following is an interview transcript:

Reporter: Thailand is currently a single hand tour of the market share, market income performance? What type of mainstream stand-alone game?

Bluemobile: The Thai Hand Tour market is growing rapidly, the 2013 market revenue scale of 200 million U.S. dollars, the market development is about the same as the Chinese market 2012 years of state, with the 3G network and the popularity of intelligent machines, more and more users choose to replace the new machine, Try to contact and play a few games experience the performance of mobile phones, and stand-alone game is the user's first choice, from the current market, stand-alone products accounted for 50% of the market, the current mainstream stand-alone is still in Europe and the United States popular English games, local Thai games are not many, Users ' games are downloaded more through Google Play and App Store, in the initial stage of the market. Thai users particularly like to eliminate class, shooting class, run cool casual puzzle of the single game, online games in chess and Aprg class is more popular with users.

Journalist: What are the main ways of payment in Thailand? What is the market share of the three major carriers?

Bluemobile: Thailand's main payment methods are operator billing and point card billing two models, operator billing can cover 100% of users, especially for stand-alone draw licensing products, pay rate is high, and point card more suitable for heavy games, starting from the Web game, point card due to terminal coverage problem, is not very popular; Now operators are also promoting the local operators of the point card, such as true money, Mpay and Paysbuy, but Mpay and paysbuy in the initial stage, the market coverage of less than 10%;

Reporter: And for a single game of the short generation of payment channels, what are the market share?

Bluemobile: As we all know, there are two main payment channels in the Thai market, one is Easy2pay, the other is Bluepay (teahouse Note: Bluemobile's sub brand), Bluepay Although the operation time is not long, but in the proportion, Settlement account period, platform support and data security has more obvious advantages, at the same time Bluepay also for domestic developers to provide more operational support, localization translation, customer service support and other services.

Reporter: Through the three major operators in the short term payment is divided into the proportion of how many?

Bluemobile: The monthly water 1 million RMB below to the developer into 55%, the monthly flow of more than 1 million to the developer into 60%, the monthly flow of more than 2 million yuan can be negotiated according to the volume of transactions.

Reporter: Short generation of the appropriate game type? How to balance the pay ceiling requirements?

Bluemobile: Suitable for stand-alone products draw brand products, for heavy game small payment is also a good choice, the user's ability to pay varies from person to man, but 50 baht (teahouse Note: about 10 yuan) will be the first pay success rate of the turning point, now in Thailand, the short term is 149 baht, Operators are gradually releasing 200,300,500 baht or even higher billing capacity.

Reporter: Thailand prepaid users up to 80 million, but 70% of the user account has no money, so the failure rate of more than 70%, then bluepay whether there are specific measures to improve the success rate of payment? and how to avoid bad debts?

Bluemobile:bluepay system has a wealth of functions, supporting the payment of the user's bad debt risk control, including daily and monthly consumption restrictions, the user's black and white list restrictions, and so on. But increasing the rate of payment success is related to the game itself.

Reporter: How to avoid the problem of setting up the homogeneity of the billing point, such as many RPG games, billing point set almost the same, open the plot, buy gold coins, save at any time, in situ resurrection and so on.

Bluemobile: This problem depends on the plan of the specific game, actually in the specific game, according to the development of the game plot and the needs of the style, some innovative settings may be more popular with users, such as some online card games to the beauty to send flowers, Online games inside the pay PK will make people feel very natural to pay the action. But ultimately, it's not worth the effort to get users to pay for hurting the user experience. In addition, the game within the fee is only a variety of game developers to make money in one of the channels, the game built-in advertising, integration wall promotion is also a good source of income, you can consider.

Reporter: Does Thailand exist in the game set malicious billing points, fraud players phenomenon?

Bluemobile: According to our understanding of the Thai market, the current game of fraud players are relatively rare, but the usual meaning of telecommunications fraud, such as the dark deduction fees or something still exists. Bluemobile's current partners are gaming companies that view users as God and do not do any kind of fraud anywhere. At the same time our customer service system also ensures that if there are any user for a variety of reasons caused by complaints, we will be the first time to receive and deal with, to ensure that the user's impression of the game is positive.

Journalist: Bluemobile have you ever considered setting a pay limit for different games? What is the current status of the Thai players in a single game?

The Bluemobile:bluepay can support the day and month paid online for the game and can support only paid users. The payment situation in a single game is much more related to the game itself. Usually simple stand-alone or weak networking games pay success rate is relatively low, and online games or strong network of stand-alone game users will often pay a high, this and the user experience of the game has a very big relationship. Generally speaking, the payment amount of a single game is not very high, so the pay limit is generally not very important.

Reporter: Thai online games and single player group is completely different, online heavy players are more inclined to buy a point card to recharge the game, then Thailand's single player to take up the total number of players in the overall player ratio? What is the current status of the stand-alone market in Thailand?

Bluemobile: According to the information we have seen, the Thai hand tour of pure stand-alone game is not high, mainly Thailand's social development so that in the circle of friends to play the results of the show a large number of gamers. If the existing stand-alone game can add some interaction with friends of the mechanism, should also get good response.

Reporter: Thailand 60% of line players do not have Google Play account, so how do these players download the line game?

Bluemobile: We say that the line players do not have GP account is mainly in the purchase of mobile phones when the application pre-installed, this part of our application pre-installed business. 60% This data is for line users, not the user of line games.

Reporter: Thailand well-known can be preloaded mobile phone brand, pre-installed mode?

Bluemobile: Basically in Thailand can be pre-installed mobile phone brands and domestic almost, in the open market all kinds of brands are there. There are many types of pre-installed, we generally mainly carry out three kinds of pre-installed: factory pre-installed, open market pre-installed, and operator contract machine Custom pre-installed.

Reporter: How to pinpoint the Thai single game user group? Is there any other way besides the operator's business hall and the pre-sale of the handset store?

Bluemobile: Single game user group is often bold to taste, the mobile phone pre-installed channel is the key object. As mentioned in the previous message, our ability to preinstall in factory and contract machine is our unique ability, the effect is good.

Reporter: The size of the game pack requirements?

Bluemobile: In general, prepackaged packages need to be below MB to accommodate more local handset brands. But for large games, this limit can also be eliminated by preloaded "download package" to circumvent, so as to achieve the same effect.