2008 세계게임시장전망세미나 국내모바일게임 07 년결산및 08 년전망 January, 2008
2007 년국내모바일게임결산 2007 Korean Mobile Game Trends 2
가치기반의비즈니스모델의진화 아이템판매 (Evolution into Media) Games as Contents 5,000 게임빌주요게임의아이템판매매출비율 Purchase Potential Customer Base 4,500 4,000 3,500 3,000 2,500 2,000 아이템판매 다운로드 Games as Media 1,500 1,000 Micro Transactions Purchase or Free Distribution Potential Customer Base 500 0 A B C D 다운로드매출대비 20%~50% 추가매출창출 모바일게임의진화 : Contents Social Interactive Media 유저와의상호관계를통해지속적인수익을창출할수있는플랫폼으로진화 3
가치기반의비즈니스모델의진화 아이템판매 (G-Points) Virtual Currency New Eco-System Earn Give to Friends Purchase Items Purchase Skills Purchase Characters Apply for Free Gifts Donate G-Points Purchase Currency Receive from Friends Clear Missions Register Ranking Recommend Friends Participate Events Register as VIP Spend 4
가치기반의비즈니스모델의진화 - Social Networking (From S/A To Online) Self Satisfaction [S/A] Relationship [Online] Stage Clear High Scores Story Modes Show Off Avatars Item Transactions Show Offs (SMS) Online 化 의의미 기술적인관점에서의네트워킹이아니라유저와유저간, 게임운영자와유저간의 관계 형성 게임플레이목적의변화자기만족 관계형성 / 유지 / 발전 Cooperation Competition Recommendation Community Group Ranking(School Competition) Guilds(On/Offline Communities) Personal Ranking(Level, Points) challenge(sms Competition) Avatar/Item Gifting(SMS Gifting) Hidden Character Search(Info Search) In Game Event(Online-Mobile Connection) 5
가치기반의비즈니스모델의진화 - Social Networking ( 도전장 / 도발장 ) 도전장 / 도발장 6 [ 물가에돌튕기기 3] 게임빌님의도전장도착! 11/12 12:32 pm 연결하시겠습니까? 1. 네 Client A New Record SMS Client B Revenge SMS New Record Data Revenge Data New Record Data Revenge Data Server 서비스 6 개월만에 700,000 건이상의유저간도전장 / 도발장발생 유저간기록경쟁을위한유료아이템구매
가치기반의비즈니스모델의진화 - Social Networking (UCG) 가면마켓 Upload ( 별소진 ) Download 가면제작능력치설정가면해제 ( 별소진 ) 게임내적용 자신이제작하거나다운로드받은가면을해제할때별 ( 가상통화 ) 을소모하여추가수익창출 자신이 Upload 한가면의다운로드수가높을수록별제공하여가면제작과유저간 Viral 유도 7
가치기반의비즈니스모델의진화 - Social Networking ( 학교대항전 ) School A Recommendation Cooperation Competition School B School C Recommendation, Cooperation, Competition 을통해 Viral 마케팅효과를증대시키기위해게임내 Built-in 으로탑재 8
가치기반의비즈니스모델의진화 - Social Networking ( 미니러비 ) Raise characters, decorate space and visit other user s space. 네트워크게임 방명록 Chatting 쪽지 유무선연동서비스 Capsule Messages 9
모바일창작시리즈게임브랜드화 - From Branded to Original Branded Original TV Program Arcade Game Film Video Game PC Game Portable Game PC, Video, Portable, Arcade 등각플랫폼별오리지널게임이각각의플랫폼에서 No.1 차지 브랜드는플랫폼도입초기단계에서최초수용자에게어필 브랜드-저품질게임에싫증을느낀고객들이점차해당플랫폼에최적화된오리지널타이틀구매 모바일게임이오리지널타이틀을위한독자적플랫폼으로성장 타플랫폼으로의브랜드확장가능 10
모바일창작시리즈게임브랜드화 - From Branded to Original Purchase Decision Process Factors Initial Stage 초기구매 내적탐색 구매 (Branded) Deck Position Brand Naming 반복구매 외적탐색 구매 (Original) Search (Preview, Web Search) Ads (TV, Radio, Paper, On/Off) Recommendations (Words of Mouth) Try & Buy (Free Trial Versions) Search Ads Recommendation Try&Buy B2C Marketing Market Evolution 모바일게임의초기구매자에게브랜드는매우중요한요소로작용 유명브랜드라이센싱, 좋은메뉴위치등 B2B Marketing 중요 모바일게임의반복구매시좀더적극적인외적탐색시작 게임의퀄리티와더불어리뷰, 광고, 입소문, 체험등 B2C Marketing 중요 11
모바일창작시리즈게임브랜드화 - From Branded to Original 놈 모바일창작시리즈게임브랜드화 프로야구 미니게임천국 물가에돌튕기기 영웅서기 붕어빵타이쿤 12
시장양극화 2007 년 (1~11 월 ) 모바일게임순위별매출분포 1 17 33 49 65 81 97 113 129 145 161 177 193 209 225 241 257 273 289 305 321 337 판매순위 - 상위 20 개게임의매출비중 : 43% ( 상위 20 개게임중 Top3 회사의게임 12 개 급격한 Market Consolidation) 게임빌마케팅실추정치, SKT+KTF 연매출 500 만원이상 344 개게임중다운로드매출기준 13
퍼블리싱활성화 개발사 퍼블리셔 이동통신사역할분담체제확립 Players Positioning & Roles 개발사 이통사 게임제작 ( 기획, 디자인, 개발 ) 퍼블리셔 투자검수 (Quality Assurance) 국내외런칭 ( 이통사 + 포탈 W2P) 마케팅고객지원 게임평가검수과금메뉴운영, 관리 (WAP, W2P) 프로모션지원, 관리 14
개발기술발전 WIPI Advanced Technology Real Time Network Games Full Usage of Keypad 15
마케팅기법의다양화 Marketing 2.0 (Concept) Broadcast Marketing Advertisement through TV, Newspaper etc. Brand is advertised directly to the customer Interactive Marketing Participation in Sweepstakes and Events Brand is advertised to the customer in an interactive way Intermediate Marketing Video and Article sharing Brand is promoted through customers participation and sharing among each other 16
마케팅기법의다양화 Marketing 2.0 (UCC Marketing) Case Study : 절묘한타이밍 Promotion Video Created by GAMEVIL had tremendous amount of success through UCC Marketing having large quantities of views on Top Community Portals in Korea of more than 1M views of the Video. NAVER BOOM Daily Best #2-399,441 Views MNCAST Best Movie #1-561,932 Views DAUM TV Pot Netizen Humor Best #2 101,031 Views 17
마케팅기법의다양화 Marketing 2.0 (Star Marketing) Case Study : 물가에돌튕기기 3 featuring 소녀시대태연 Users were exposed to the commercial automatically when searching for famous celebrities on the top portals, which drew the attention to the game in an indirect way. This also induced people to share the commercials on the web, having more than 1M views. 18
마케팅기법의다양화 Marketing 2.0 (Star Marketing) Case Study : 미니게임천국 3 featuring 원더걸스 19
마케팅기법의다양화 Marketing 2.0 (UCC from Schools) Case Study : Nom In School 20
마케팅기법의다양화 제휴마케팅 21
독립스튜디오활성화 게임빌 : 신봉구게임연구실 넥슨모바일 : 펀터스튜디오 ZIO Interactive : R&D 센터 22
해외수출본격화 Evolution Stages of Mobile Gaming 1 st Growth Transition 2 nd Growth Transition 3 rd Growth KOREA USA Market Market Opportunity Opportunity 2000 2002 2003 2005 2008 Subscriber Growth (Branded) Repurchase Growth (Original) ARPU Growth (Online based New Billing Model) Subscriber Growth Repurchase Growth ARPU Growth 23
해외수출본격화 [Publishing] Direct Publishing [Development] Global Cooperation [Licensing] Tapping the New Markets GDC 2007: Gamevil Rises. New to America, but already at the top of their game... - IGN (Mar 7, 2007) 24
2008 년국내모바일게임전망 2008 Korean Mobile Game Prospects 25
2008 년국내모바일게임전망 SNS 와연계한아이템판매확대 모바일창작시리즈게임인기지속 해외수출성과가시화 2008 2008 Mobile Mobile Game Game 시장포화에따른독창적게임출시 기술발전에의한진화된게임성 퍼블리싱, Market Consolidation 확대 26
Thank You! 27