asia expansion: mobile trends and user acquisition strategies in japan and korea

Mobile Trends and User Acquisition Strategies in Japan and Korea

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Introduction

Japan & South Korea– Market Analysis– User Acquisition Strategies

Case Study: Burn the Rope– Localization + Culturalization– User Acquisition by numbers

Agenda

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Successful self-publish in Asia is possible

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Offices in 12 countriesIntroduction

Japan (HQ)

South KoreaChina

Taiwan

Philippines

Hong KongIndia

Thailand

Vietnam

Singapore

Indonesia

BusinessAdnetwork

UA AnalyticsAd agency

App developer

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Adways worked 19/20 Top grossing game developers in 2012Introduction

CLIENTSiPhone Top Grossing Publishers in Japan

Adways Clients

Source: AppAnnie 2012

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ARPU in Japan is up to x4 of USAJAPAN: Market Analysis

Installs $ $/Install

USAJapan

1

0.25

1

0.54

1

2.2

Source: AppAnnie Q1 2013

Installs $ $/Install

USAJapan

1

0.3

1 1.1

1

4

All Indexed figures

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Market Trends: Card battle games still popularJAPAN: Market Analysis

3/30Western Games

6/30LINE Games

13/30Card Battle Games

30 Top Grossing

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Incent is king; Non-incent CPI is limitedJAPAN: User Acquisition Strategy

CPC

$0.12 -

Max installs/day

1500

CPI$0.8 -

Max installs/day

150,000

INCENTCPI

$3 -

Max installs/day

100

NON- INCENT

Similar to USA 18months ago

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Android kingdomKOREA: Market Analysis

Source: AppAnnie Q1 2013

1

0.1

1

0.05

1

0.5

Installs $ $/Install

USAKorea

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Top 5 Android games make US$2M/monthKOREA: Market Analysis

Kakao Talk domination

11/50Foreign Games

(Top Grossing)

30/50Kakao Games

(Top Grossing)

38/50Casual Games

(Top Grossing)

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Incent is out of control (Price and volume)KOREA: User Acquisition Overview

CPIDoes not exist

0

NON- INCENTCPI

$0.3 -

Max installs/day

100,000

INCENTCPC

$0.04 -

Max installs/day

1000

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Why incent?User Acquisition in Asia

Ranking hurdle

Apple policing

Consumer Demand

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Impact of Incent in JapanCase Study: Burn the Rope

Burn the Rope By Adways Interactive

Campaign installs: 20,000 in 4hrs 　 Organic installs: 40,000 in 4 days Total cost: $20,000

20,000 campaign installs

Non-rank ⇒ 4th

Overnight

Using

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THANK YOU!!!@Asakayza

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