FICCI-KPMG-Report-13-FRAMES

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104 The power of a billion: Realizing the Indian dream Mobile gaming Mobile gaming continued to see sustained growth in smartphone and tablet device penetration, and regular uptake of gaming content (IAMAI estimates that nearly 50 percent of mobile users regularly access gaming content). Although telecom operators such as Vodafone are increasingly recognizing the importance of developing a vibrant gaming ecosystem on-deck and are rationalizing revenue share terms (now offer 70 percent revenue shares to several large publishers), the off-deck segment is expected to eclipse the on-deck segment in value terms by 2014. Monetization currently remains a challenge for Indian publishers, as the majority of game downloads are adfunded. However, given that most Indian smartphone users have access to content published by global content providers and the fact that the gaming universe is highly fragmented, the spend gets spread across a large number of developers and private publishers. “ As an industry we have not developed the right ecosystem to monetize content. We are still observing increased consumption in free ecosystems. The challenge is to transition from an ad dependent economy to a fairly priced ecosystem. The industry will have to leverage technology and significantly differentiate experience – add features which will make consumers feel enriched and be willing to pay for such services. “ - Neeraj Roy MD and CEO, Hungama Digital Media Entertainment Scan the QR code to hear more from Neeraj © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Mobile games publishing outlook Mr. Jayont R. Sharma, Chairman & CEO, Milestone Interactive Group Global app downloads have doubled to over 40 billion in 2012 across a billion devices. India currently has a smartphone consumer base of just over 40 million which is still only 4 percent of the total mobile phone subscriber base but growing at a CAGR of over 60 percent. This presents a huge opportunity for Indian developers, publishers, IP owners and brands to enter the burgeoning app market that is poised for significant growth in the years to come. Keeping in sync with this trend and the market needs, Milestone has recently forayed into the dynamic market of publishing mobile gaming apps. The operating model envisages a flexible multiple studio partnership model, financially supported by us, whereby the studios are given creative freedom to produce great games/apps that appeal to a global audience. Milestone will focus on understanding market needs, predicting the consumer behavior and executing marketing & PR campaign around the apps – including monetization, app analytics, performance measurement and ROI. Our aim is to help independent studios and development teams to stay focused on their core competence and yet get their products showcased to a global market through a gaming focused distribution platform. Unless otherwise noted, all information included in this column/ article was provided by the author. The views and opinions expressed herein are those of the authors and do not necessarily represent the views and opinions of KPMG in India.
The power of a billion: Realizing the Indian dream 105 Low lifecycles of Gaming Apps Source: Nielsen Informate Mobile Insights 2013 PC & TV gaming The PC gaming market grew nominally over this period consistent with last year’s report is not expected to be a significant contributor to growth over the coming years. While the TV gaming is a relatively small market, the segment holds some potential for growth going forward as digital cable operators attempt to offer compelling value added services to curb erosion in subscribers with the onset of mandatory digitization. This is however expected to be largely a lower income audience Classifieds The online classifieds market is estimated to have grown at around 24 percent, from INR 12 BN in 2011 to INR 15 BN in 2012. The two largest mature categories in classifieds, Jobs and Matrimonial account for 55 to 60 percent of the total classifieds market, and are estimated to have grown at 15- 18 percent during the year. Emerging categories, including auto, real estate, education and horizontal classifieds grew at a faster pace, over 40 percent year on year. Going forward as well, emerging categories are expected to contribute significantly to growth. 27 Set top device functionality, currently a major bottleneck to delivery of quality gaming content, is also expected to improve over time, allowing providers to transmit richer, interactive content. 27. Industry discussions conducted by KPMG in India Indian Online Classifieds Market Source: Industry discussions conducted by KPMG in India © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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FICCI-KPMG-Report-13-FRAMES

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