asia expansion: mobile trends and user acquisition strategies in japan and korea
Post on 14-Sep-2014
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Mobile Trends and User Acquisition Strategies in Japan and Korea
Introduction
Japan & South Korea– Market Analysis– User Acquisition Strategies
Case Study: Burn the Rope– Localization + Culturalization– User Acquisition by numbers
Agenda
Offices in 12 countriesIntroduction
Japan (HQ)
South KoreaChina
Taiwan
Philippines
Hong KongIndia
Thailand
Vietnam
Singapore
Indonesia
BusinessAdnetwork
UA AnalyticsAd agency
App developer
Adways worked 19/20 Top grossing game developers in 2012Introduction
CLIENTSiPhone Top Grossing Publishers in Japan
Adways Clients
Source: AppAnnie 2012
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
Market Trends: Card battle games still popularJAPAN: Market Analysis
3/30Western Games
6/30LINE Games
13/30Card Battle Games
30 Top Grossing
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
Android kingdomKOREA: Market Analysis
Source: AppAnnie Q1 2013
1
0.1
1
0.05
1
0.5
Installs $ $/Install
USAKorea
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)
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
Why incent?User Acquisition in Asia
Ranking hurdle
Apple policing
Consumer Demand
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
