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Mrs Aileen
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In this article, Foxuc will help you to analyze the board and card game market’s situation in Southeast Asia, Europe, Japan and South Korea.
1. Board Game market in Europe and Australia
Most of the European Union’s countries liberalizes online gambling. In Britain, the real money gambling online is even legal; Australia has one of the highest gambling rates in the world, making it convenient for people to participate. The good market environment paves the way for the mobile games of chance.
According to the statistics of the App Growing Global, in the Top 100 mobile board & card games, Slot and Poker are more popular in Europe and Australia. In France and Britain, game developers mainly promoted more Poker games.
In the world include many top providers, such as Product madness (UK), Playtika (Israel), Huuuge Games (Poland) in Europe, Zynga form the United States, and Chinese manufacturer Bole Games.
The top 3 sellers have released their products quite early for a long time. With the exception of Cash Frenzy, which was developed and released by Bole Games in 2018, all of other works were published before 2015. It is a testament to the Casino’s enduring ability to produce more revenue, with a product cycle of more than 10 years.
The chart of top games in Europe and Australia, July 7
In terms of the new best-selling game list, Triwin Games’ Billion Cash Slots and Gold Fortune Casino performed well, ranking in the top 3 in Germany, Australia and France game market.
More impressive was Spin Voyage, which was launched in March 2020. It’s a combination of casual game and Slot machines, where player can create virtual world and maps in-game. It’s similar to gameplay of Gold Master, but the latter have better reward design for capturing the hearts of users.
▲ Spin Voyage, some comments in Google Play
2. Board Game market in Southeast Asia and India
In Southeast Asia, online gambling mobile game is mostly a grey area. Apart from Slot and Poker, other popular categories include Mahjong and Domino, and in India, Rummy is more popular than others. Generally speaking, people in Southeast Asia and India are enthusiastic about poker or card games than those in Europe and America.
In addition, the cultural environment and language in Southeast Asia and India are relatively complex. For example, there are great cultural differences among the states of India. In Indonesia, Vietnam and Thailand, have certain religious and historical backgrounds, which require localized language translation. Whether realizes localization promotion or not this is also a huge test for game publishment.
From the data of the Top best-selling game list we know that the distribution of manufacturers is scattered. In addition to the several big European and American manufacturers mentioned above, they are publishing board games in different Southeast Asian countries. The others include Moonfrog, a local Indian publisher focusing on Rummy, which ranks first in the local best-selling game list. The IGS and Gamesofa from China’s Taiwan Province are also doing well in Southeast Asia.
China’s Taiwan developer IGS, its Slots GoldenHoYeah ranked first in the Vietnam best-selling game list. The JinJinJin and Golden Tiger Slots are the top 1 and 2 in market of Malaysia.
Gamesofa, another China’s Taiwan manufacturer, its Singma Mahjong was published in 2020 and topped the top 10 in Malaysia and Singapore.
3. Board game market in Japan and South Korea
Pachinko is another form of slot machine, and it is very popular in Japan. There are more than 10,000 pachinko parlors in this country, where people spend almost half of their leisure time, including housewives. In terms of AD distribution in the first half of the year, Slot games took a slightly larger proportion.
South Korean people prefer board and poker games, the government has cracked down on gambling and prohibiting local businesses from casino games online.
Due to cultural differences with Europe and the United States, the traditional casino projects in Europe and the United States are not necessarily in line with the preferences of East Asian people. But to the user preference, publishers can still find the right breakthrough.
Yostar, a Chinese provider, launched the Mahjong Soul - じ ゃ ん た ま - its theme is relative to japanese anime style, which is accordance with japanese users’ preference, then rushed into the Japanese mobile game best-selling list, ranks the second place.
▲ Mahjong Soul-じゃんたま- Screenshoot
The chart of top games in Japan and South Korea, July 7
In a word, although the European mobile board game market like a delicious cake, the competition is fierce and the product homogeneity is serious. It is difficult to survive for many publishers. Some countries from Southeast Asia share a border with China and have similar cultural background, there are still some differences. Before entering the market, we should have a certain understanding of religion, history and language of each country in this area so that to avoid unnecessary risks when launching games.
Finally, in the Japanese and Korean markets, the user’s ability to pay still has great potential for us to pay attention.
Foxuc is very optimistic about the future development of the North American board game market, developed the “Foxuc U3D International Platform” with special interface effects in line with North American users’ aesthetics. Foxuc will also find partners to open the North American board and card game market together.