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Tencent Games Strategy 2020 Asia Games Market Intelligence: Tencent Games Strategy Profile Tencent is a Chinese technology conglomerate founded in 1998. It is one of the top 10 public corporations globally, by market cap, and is one of the world’s largest venture capital and investment firms. Tencent’s success is at least partially attributable to WeChat and QQ, which are two of the largest social messaging platforms globally (despite being used primarily in China). It is also the largest gaming company in the world by revenue, having generated games revenue of $20.2 billion in 2019. Tencent Games was founded in 2003 – we at Niko Partners like to say that since we were founded in 2002, we have been analyzing the games market in China longer than Tencent has had a Games division. Tencent has solidified its position as the #1 games developer and publisher globally, primarily through success in its home market of China where it ranks as both the #1 mobile and PC game publisher by market share. The company has refined its internal development operations, marketing and publishing capabilities to successfully launch self-developed and licensed games in China. The company has also enhanced its portfolio of games, primarily through investments in more than 80 games companies globally. Part of this involves investment in global game development and publishing capabilities to further extend its presence outside China, focusing primarily on self-developed titles based on original or licensed IP. No new “wow” elements for the 2020 strategy: 1. Strengthen self-development capabilities in China and overseas 2. Continue to work with partners to strengthen games pipeline in China and overseas 3. Build a pipeline of games that can be operated globally In this report we examine Tencent’s strategy to grow its gaming business in 2020 and beyond. 2 Asia Games Market Intelligence: Tencent Games Strategy Tencent H1 2020 earnings Tencent had a strong H1 2020 with total company revenue reaching $31.49 billion, up 27.9% YoY. The online games segment was the fastest growing segment, in line with expectations, but also boosted by COVID-19 lockdowns which led to increased engagement and spend across digital games as people moved from real world activities to virtual world activities. While Tencent also saw robust growth from its social network services, online advertising and payment / enterprise segments, this report will primarily focus on Tencent’s gaming segment and its future outlook. Tencent financials for H1 2020 Revenue +/- % Operating Profit +/- % RMB 222.95 billion + 27.9% YoY RMB 51.25 billion + 34.0% YoY ($31.49 billion) ($9.7 billion) Tencent Gaming segment for H1 2020 Segment Revenue +/- % Online Games (Total) RMB 93.45 billion + 35.6% YoY ($13.20 billion) - Mobile Games RMB 70.74 billion + 63.0% YoY ($9.99 billion) - PC Games RMB 22.71 billion - 11.0% YoY ($3.21 billion) Tencent’s online games revenue, including games distributed via social network services, accounts for approximately 42% of the company’s total revenue. Tencent online games segment exceeded expectations this year, returning to growth rates not seen since 2017. While new game launches did help boost revenues in the first half of 2020, we note that the majority of growth was driven by increased spend in existing titles, with the impact from COVID-19 playing a large role. Mobile games revenue grew significantly during H1 2020, primarily driven by growth from domestic games such as Honor of Kings and Peacekeeper Elite, as well as overseas games such as PUBG Mobile and Clash of Clans. The global lockdowns related to COVID-19 led to increased engagement and spend in digital games. In our April 2020 online survey, 97.2% of the survey respondents reported spending more hours on mobile games than prior to the pandemic. 88.8% 3 Asia Games Market Intelligence: Tencent Games Strategy of respondents said that they preferred playing legacy titles or games that they had played before, opting for familiarity. PC gaming revenue continued to decline, in line with trends from the prior year. The decline is primarily attributable to a lack of new online game releases, weaker performance from some legacy titles and the impact of COVID-19 on internet cafés. While there was an increase in home PC gaming, icafes were shut (all 125,000 in business prior to the pandemic), eliminating the gameplay from there by the 115,000,000 gamers who frequent them. 57% of respondents who use icafes said that they do not intend to return once they have reopened. 50,000 Tencent PC + Mobile game revenue 45,000 40,000 Mobile Games 35,000 PC Games 30,000 25,000 20,000 Million RMB 15,000 10,000 5,000 - Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2016 2016 2016 2016 2017 2017 2017 2017 2018 2018 2018 2018 2019 2019 2019 2019 2020 2020 While Tencent is seeing record growth this year, one overall trend has become clear: the company has shifted from one that excelled in PC online games to one that now generates more than 75% of its online game’s revenue from mobile games. While this is not too dissimilar from NetEase, the second largest games company in China which derives 71% of its online games revenue from mobile games, NetEase has been able to successfully buck the industry trend of declining PC game revenues. This is something Tencent has been unable to do. Riot Games and its League of Legends IP has continued to perform strongly for Tencent, but its other self-developed and licensed PC games have declined in revenue, not to mention the company has only released a handful of new PC games in the past two years. Tencent has heavily invested in its mobile game development capabilities over the past few years and has produced domestic hits based on both owned and licensed IP. While its overseas presence 4 Asia Games Market Intelligence: Tencent Games Strategy has been bolstered by its investments in global gaming companies, Tencent has also released self- developed games overseas such as PUBG Mobile and Call of Duty Mobile, which buoy existing mobile games from majority-owned Supercell, including Clash of Clans. Approximately 25% of Tencent’s game revenue is generated outside China and the company plans to grow this to 50% over the next few years. To do this, the company plans to reinvest in the PC games space and is also looking to explore console games. Tencent also held its annual UP gaming conference in June where it announced 36 new titles planned for China. The company unveiled a diverse portfolio of games based on owned and licensed IP as well as self-developed and third-party games. This event was purely focused on the domestic market. The full list of games shown is below and notable titles are referenced throughout the report. The following sections will look at key trends regarding Tencent and how they will shape the future direction of the company. Game Platform Developer / License / Distributor Genre Mandarin Town Mobile Tencent Serious Game Chang Hen Ge in the Painting Mobile Tencent Lightspeed & Quantum Serious Game Health Defense Mobile Tencent NExT Studios Serious Game The Great Ruler Mobile Tencent Timi MMO, PVP Metal Slug Code: J Mobile Tencent Timi (Licensed from SNK) Arcade Fighting The Legend of Qin World M Mobile Tencent MMO Love of Light and Night Mobile Tencent Aurora ACG / Dating Sim Under the Great Plan Mobile Archosaur Games Strategy Dream New World Mobile Archosaur Games Turn-based MMO The Heart of Noah Mobile Archosaur Games RPG Once Upon a Time in Lingjian Mountain Mobile Tencent MMO, ACG The Monster List Mobile Tencent Tower Defense, ACG Komori Life Mobile Zorro Network Simulation, ACG Street Fighter: Duel Mobile Topjoy (Licensed from Capcom) CCG-Fighter Dynasty Warriors Mobile D.W.Studio (Licensed from koei Tecmo) Hack and Slash Walnut Diary Mobile Emoji Girl Idle, Simulation Bit Big Bang Mobile Gameley Roguelike, Shoot 'em up Tetris World Mobile Changyou / Tetris Company Puzzle My knight Mobile Esoul / A.C.E Program RPG GRIS Mobile/PC Nomada Studio / A.C.e Program Adventure/Puzzle 5 Asia Games Market Intelligence: Tencent Games Strategy Spiral Storm Mobile Tencent Next Studios / A.C.E Program CCG Battle METAL ReVOLUTION Mobile Tencent Next Studios / A.C.E Program Action Fighter Art of War Mobile iDreamsky / A.C.E Program RTS Dragon Nest 2 Mobile Shengqu Games MMO Qing Yu Nian Mobile Shengqu Games MMO Code: Three kingdoms Mobile Tencent CCG MU Miracle 2 Mobile Tianma MMO King of Conquest Mobile Locojoy Strategy My Planet Mobile Tencent Sandbox Ylands Mobile/PC Bohemia Interactive Sandbox Wo Long Yin 2 Mobile Kingsoft Strategy Xuan-Yuan Sword 7 PC Soft Star / WeGame ARPG Neon Abyss PC Veewo Games / WeGame Side scroller Swordsman II: Wandering the World Mobile Dream Game Studio Open world Dungeon & Fighter Mobile Mobile NEOPLe 2D Fighting Code: SYN PC/Console Tencent Lightspeed & Quantum FPS Open world Tencent has strong development, operations and publishing capabilities Tencent’s plays a part in every stage of the value chain: • IP created and owned by Tencent Games, Pictures and Literature • Internal game studios, including TiMi, Lightspeed & Quantum, More Fun, Aurora, NExT and others that have created games based on owned IP • Acquisitions of external studios such as Riot Games and Supercell • Self-developed back-end game and cloud solutions that enhance game operation • Owned distribution, marketing and payment channels such as QQ and WeChat that reach over 1 billion users in China + Tencent MyApp, an Android store and WeGame, a PC game store • Owned platforms and operations including game livestreaming platforms and esports operations to help support the growth of its game business • key investments and business cooperation with 8 of the world’s top 10 game companies, live streaming platforms, esports operators, social media and more Tencent’s thrives because of excellence across game development, game operations and game publishing.
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