China's Fragmented App Marketplace Is a Big Obstacle for Mobile Game Companies - eMarketer
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eMarketer Interview

China's Fragmented App Marketplace Is a Big Obstacle for Mobile Game Companies

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An interview with

Ethan Collins

Business Development Manager, Yodo1

Topics:

Interview summary

Mobile gaming is a competitive space, especially in China where there are over 300 app stores that sell Android apps alone. And while hits like Candy Crush or Temple Run don’t come around often, there are steps that game developers can take to stand out in the crowded market. Ethan Collins, business development manager at Beijing-based game publisher Yodo1, spoke with eMarketer’s Man-Chung Cheung about the app distribution challenge in China and how to tackle it.

Interview

eMarketer: What are some of the challenges associated with penetrating China’s mobile gaming market?

Ethan Collins: Monetization is a challenge. Because there are so many stores that sell Android apps, the marketplace is fragmented and few ad networks exist. As a result, game developers need to rely on monetization through in-app purchases and microtransactions. Top players in China will drop tens of thousands of dollars in-app without blinking an eye, so games should provide VIP services that cater to this demographic.