Navigating Mobile Ecosystems Throughout Asia David Kim, CEO & co-founder

First: About Animoca… BILLION+300+ Mobile games sessions Games and apps 65 MILLION+ Unique users on mobile 160 MILLION+ Downloads

To mention a few… 3 Star Girl Pretty Pet Salon Seasons Pretty Pet Toy Store My Car Salon 2 Pretty Pet Salon Robo5 Star Girl: Moda Italia My Car Salon Thor: Lord of Storms Pretty Pet Salon Anniversary Pretty Pet Tycoon Pet Cafe Pet Cafe 2: Cooking Mania Alphabet Car 2 Stellar Escape Pretty Pet Tycoon My Pet Cuby Alphabet Car

4 Playing Field: Smartphone Penetration

Focus on markets that have high mobile penetration, high growth, and whose consumers enjoy the types of games you make 5 1. Pick the Right Markets to Focus On

iOS and Android aren’t the only games in town Amazon & Windows Other options include: –KakaoTalk in Korea –LINE in Japan –Mobile QQ Game Hall MORE TO COME!!! 6 2. Consider Platform Alternatives

Match the model with the country need/options: Free vs. Paid? Freemium is king when you have IAP done right Subscriptions work well in console but not mobile Advertising more important with poor payment mechanisms Offerwalls are still viable in China 7 3. Pick a Business Model That Works

IAP – South Korea, Japan Carrier billing – Korea & Japan. Google Play does not work in China Advertising – Consider regional vs international networks. E.g. Tapjoy vs Adways 8 4. Leverage Local Monetization Options

Ad networks [some examples] Global: Tapjoy, Mobclix, InMobi Local: AdWays in Japan, others? Pre-loaded install deals Global Local [Samsung in Hong Kong & HTC] Carriers Device Manufacturers –Local App Stores T-Store Just One Docomo Store 91.com Tencent Gfan 9 5. Rely on Local Partners for Distribution

SMS marketing works in some Asian countries Billboards, magazines and other print ads for branding In-box advertising when you buy a new device Music videos Branded IP: saves on marketing dollars Test Other Forms of Monetization

Age restrictions Government requirements for licensing Privacy requirements Business licensing and regulations Tax ramifications (where is the income sourced?) IP – different rules for trademark and copyright law Learn to Navigate Regulatory Issue

e.g. Korea and Japan have two of the fastest mobile broadband infrastructures in the world India’s infrastructure is notoriously slow Build your apps to match your audience’s speed Factor in payment infrastructure Publishing options Distribution models Co-marketing? IP cross-licensing Engine cross-licensing Factor In Structural Differences

13 9. Be Sure to Localize Your App Level 1 – Translation Level 2 – Localization Level 3 – Internationalization Translate app store description XXX Localize screenshots on app store XXX Translate text string, meta data, code… XX Localize privacy policy and user agreement XX Integrate local payment options X Hire local QA resources X Hire local marketing support X Hire local customer service X Localize company/product web site X Localize social media marketing X