Mobile Trends and User Acquisition Strategies in Japan and Korea.

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Presentation transcript:

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

Successful self-publish in Asia is possible

Offices in 12 countries Introduction Japan (HQ) South Korea China Taiwan Philippines Hong KongIndia Thailand Vietnam Singapore Indonesia Business Adnetwork UA Analytics Ad agency App developer

Adways worked 19/20 Top grossing game developers in 2012 Introduction CLIENTS iPhone Top Grossing Publishers in Japan Adways Clients Source: AppAnnie 2012

ARPU in Japan is up to x4 of USA JAPAN: Market Analysis Source: AppAnnie Q All Indexed figures

Market Trends: Card battle games still popular JAPAN: Market Analysis 3/30 Western Games 6/30 LINE Games 13/30 Card Battle Games 30 Top Grossing

Incent is king; Non-incent CPI is limited JAPAN: User Acquisition Strategy CPC $ Max installs/day 1500 CPI $0.8 - Max installs/day 150,000 INCENT CPI $3 - Max installs/day 100 NON- INCENT Similar to USA 18months ago

Android kingdom KOREA: Market Analysis Source: AppAnnie Q

Top 5 Android games make US$2M/month KOREA: Market Analysis Kakao Talk domination 11/50 Foreign Games (Top Grossing) 30/50 Kakao Games (Top Grossing) 38/50 Casual Games (Top Grossing)

Incent is out of control (Price and volume) KOREA: User Acquisition Overview CPI Does not exist 0 NON- INCENT CPI $0.3 - Max installs/day 100,000 INCENT CPC $ Max installs/day 1000

Why incent? User Acquisition in Asia Ranking hurdle Apple policing Consumer Demand

Impact of Incent in Japan Case 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 Using

THANK