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Important Lessons from the Japanese Mobile Games Market

Mobile Market Development estimates that Japanese mobile operators generate 5-10 times as much revenue per customer from mobile games as their European counterparts. This report quantifies the revenue gap in detail. It identifies the factors which have contributed to the success of mobile games in Japan. It describes how the Japanese market structure together with operator strategies in respect of business/revenue share models, mobile data plan pricing, and market development initiatives have contributed to its success. The report also provides readers with an analysis of what is required in terms of customer education, brand building, technology streamlining and the lowering of entry barriers for games developers.

Additionally this report reveals new market developments which will further boost mobile game consumption in Japan, helping to compensate for downward pressures on data transport pricing.

Price: EUR 2,500.00 / GBP 2,000.00

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1
Overview
1
2
Understanding the Japanese Mobile Games Market
2
2.1
Japan and Gaming
2
2.1.1
Introduction
2
2.1.2
Mobile gaming in Japan
3
2.2
Mobile Gaming Market
4
2.2.1
Market and Download Figure Estimates
4
2.2.2
Pricing and Revenue
4
2.2.3
Statistics
6
2.3
Value Chain
9
2.3.1
Operator Role and Positioning
9
2.3.2
Business models
10
2.3.3
Content line up
10
2.3.4
Games lifecycle
12
2.3.5
3G and gaming
12
2.4
Mobile Game Value Chain Barriers
12
2.4.1
Barriers for content providers
12
2.4.2
Barriers for users
14
2.4.3
Barriers for operators
14
3
3D games
16
3.1
The "Ridge Racer" case
16
3.2
Advantages and Drawbacks of 3D Technologies
16
4
Casual Games Market
18
4.1
G-mode
18
4.2
Flash Games
20
4.3
Creating a New Market
21
5
Innovative games
22
5.1
Multiplayer Games
22
5.1.1
G-mode's multiplayer games
22
5.1.2
Sega's "Castle Jack" for NTT DoCoMo's FOMA
23
5.2
KDDI's 'supersized' Games
23
5.3
Location-based Games
24
5.4
Mobile Games Curioso
28
5.4.1
Camera
28
5.4.2
Motion control sensor
29
5.4.3
Music
29
6
Stimulating Developers
30
6.1
Spicy Soft, Japan's Leading Independent Games Aggregator
30
6.1.1
"Appli Get" portal overview
30
6.1.2
Revenue share for independent developers
31
6.2
Developers' Contests
32
6.2.1
Example of NTT DoCoMo Shikoku
32
6.2.2
Example of talent sourcing
33
7
Operator Initiatives
35
7.1
KDDI's EZ Game Street
35
7.2
Vodafone live! BB:
36
8
Summary
38
8.1
The Gap Between Japan and Europe
38
8.2
Differences between Japan and Europe
38
8.3
Creating a Game Market
38
8.4
Games as a Self-Teaching Aid
39
8.5
Making It Simple, Not Simplistic
40
8.6
Killer Content or Killer Users?
40
8.7
Set Realistic Revenue Targets
41