These slides were used during the "Mobile Games Marketing" series of free webinars, held by Zenna Apps. To take part in the next series of free webinars, dedicated to mobile games marketing and global user acquisition, contact ksenia@zennaapps.com. http://zennaapps.com/

1. ZENNAAll copyrights reserved
Asia: is the devil
as terrible, as he
is painted?
ZENNA CASE STUDY

2. ZENNAAll copyrights reserved
About:
• Operation blocks on Asian markets.
• The pitfalls of localization and culturalization
of mobile apps & games.
• ASO. User Acquisition. Media planning.
• Conclusion: so is the devil as terrible,
as he is painted?

3. ZENNAAll copyrights reserved
Data: Korea, Japan, China

4. ZENNAAll copyrights reserved
Data: Korea, Japan, China
Revenue

5. ZENNAAll copyrights reservedData: Korea, Japan, China
Popularity index

6. ZENNAAll copyrights reserved
Your strategy
Strongly depends on several
factors and resources in stock
• Japan: open market; dominating app stores - Google Play & App Store;
no necessity in huge ammount of billings; localization is necessary;
overseas titles penetration = 15%; users love manga-style.
• Korea: open market; dominating app stores - Google Play (mostly)
& App Store; localization is necessary; overseas titles
penetration = 10%; users love RPGs.
• China: closed market; Android market is highly fragmented;
lots of billings, piracy; no trasparency of traffic resources;
offline marketing required.

7. ZENNAAll copyrights reserved
Attracting paying audiences. Minimal
CPIs for target caps. Soft launch and
aggressive UA strategies.
Growth of organic installs from search
traffic. Achieving high CR to increase
the efficiency of advertising campaigns.
High-quality localization of the product
for maximum Asian audience outreach.
Profound adaptation of the game to the
local market. Art, monetization and
gameplay optimization.
USER ACQUISITION
ASO
LOCALIZATION
ADAPTATION
Operational blocks
at the Asian markets:

8. ZENNAAll copyrights reserved
User Acquisition:
When? At every stage: soft launch, launch,
burst, stable audience accumulation.
Budget? From $5K to $200K.
Deadlines? From 1 week to a few months.
For whom? For big-time gaming companies
as well as for independent developers.
Drawbacks? Without quality ASO
and localization, ROI can be low.
USER ACQUISITION

9. ZENNAAll copyrights reservedUser Acquisition. Map
Where to get quality installs?
- Search systems (AdWords, Bing, Yahoo, Naver, DAUM,
Yahoo Japan)
- Social networks (Facebook, Twitter, POF, QQ, Line)
- Display ads (AD DN etc)
- Videos (torrents, YouTube etc)
- Incentives.
Local networks (Zucks, Matomy, Line, AdPopcorn etc), global
networks (appia, inmobi etc), RTB & DSP (smaato, appflood),
direct publishers.

10. ZENNAAll copyrights reservedUser Acquisition
How to set it on foot?
1. In-house media buying. CPI basis. Many networks - large volumes, risk-free,
launched / stopped. BUT! High CPI rates, «blind» sources - low quality, high
entry treshold to CPI networks.
2. In-house media buying. CPI / CPC / CPM. More traffic, more transparency,
lower CPI rates >> higher staff costs, big UA budgets, continuous campaigns
running, respinsibility for conversion risks.
3. Alternative: UA agency (without CPI networks): risk-free CPI or % comission
off traffic prime cost, less middlemen - lower CPI, transparency & trust, ON/OFF,
permanent optimization - visuals, texts, channels + knowledge & experience from
plenty of runned campaigns. BUT: big volumes, not all regions processed.
4. Alternative: publisher. Marketing & localization at their expences,
shared teams, long start, revenue share. BUT: risk that it just won’t work.

11. ZENNAAll copyrights reservedClear KPIs required!
>Market analysis

12. ZENNAAll copyrights reservedAnd media plan...
Вывод в ТОП* Мотив. CPI
Ongoing UA
Campaign
Немотив. CPI
СPC сети +
поисковикиф
Gamers
app
CPM
сети
Game
PR
Mobile
Сommunity
Брэндинг
Оффлайн-­
реклама
Game
Webzine
Webtoon
PPL
Виральный
маркетинг**
Виральность
Комьюнити
Webzine
community
*This campaigns’ volume will depend on
featuring + re-registrations.
**Games virality factor should
also be considered.

13. ZENNAAll copyrights reservedUser Acquisition
Our Cases: Tekken Card Tournament
by Bandai Namco, Inc.
• GEOs: JP
• 16 channels for quality user
acquisition
• 0.65 eCPM - banners & videos
• 4.7% PU in 1 week; 0,7% of
users payed over $120.
“whales” in the first week!
0,7%

14. ZENNAAll copyrights reserved
BOOST-TO-THE-TOP
Agressive burst-campaigns

15. ZENNAAll copyrights reserved
MAXIMIZING ROI
for UA Campaigns
When? As soon as possible.
Budget? From $500 to $4000 (ASO).
Deadlines? From 14 days to a few months.
For whom? For big-time gaming companies
as well as for independent developers.
Drawbacks? Requires some preparation
time before the launch of the campaign.
User Acquisition + ASO

16. ZENNAAll copyrights reserved
ASO
Selection of the most relevant keywords for Korea and Japan, optimization of the description
with due regard to regional specificities. As a result, the growth of positions for high-frequency
and mid-frequency search queries will lead to the organic growth.
Also, quality ASO for the Asian regions (including well-adapted and consistent screenshots)
increases the efficiency of advertising traffic-campaigns.

17. ZENNAAll copyrights reserved
ASO
Case: EasyTen
• GEOs: South Korea
• Getting to ТОP-10 for new
high-frequency keywords
• +20% to organic installs due
to ASO
• +5% CR in advertising campaigns
+20%
Organic
installs!

18. ZENNAAll copyrights reserved
ASO
Case
• Bad reviews on main page in Asia can
noticeable reduce CR and, therefore,
increase CPI.
• Even the rating is high!
-97%
CR Drop!

19. ZENNAAll copyrights reserved
PUBLISHING & DISTRIBUTION
Maximizing Game ROI:
When? If possible, localization should be
made before the launch.
Budget? From $500 to $10000 (depends
on the volume of the in-game text and the
number of languages the game is to be
localized into).
Deadlines? From 14 days to a few months.
For whom? For big-time gaming companies
as well as for independent developers.
Drawbacks? The preparation before the
launch of the campaign can require much
time.
User Acquisition + ASO
+ Localization

20. ZENNAAll copyrights reserved
Localization
What it consists of?
FUNCTIONAL TESTING
NETWORK TESTING
AD HOC TESTING
ACCOUNT TESTING
COMPATIBILITY
TESTING
28% Revenue Growth!

21. ZENNAAll copyrights reserved
Localization
Build-tests.

22. ZENNAAll copyrights reserved
Deep product adaptation
(culturalization)
When? The purpose is to be an active market
player.
Budget? From $10000 (depends on the
adaptation volume objectives) + Localization
+ ASO + UA.
Deadlines? From 1 to a few months.
For whom? For big-time gaming companies.
Drawbacks? Big total budget, there is the
risk of not achieving the target KPIs.
User Acquisition + ASO +
Localization + Adaptation

23. ZENNAAll copyrights reservedMain stages
ART
Correction of required characters
and other art-elements
MONETIZATION
Implementation of asian monetization
mechanics: Gacha, subscriptions,
in-app purchases for friends and
other mechanics that work
in Korea, Japan and China.
SOCIALIZATION & VIRALITY
Implementation of active socialization
& virality mechanics. Adding SDKs of
asian social networks. Community
management & support organizing.
GAMEPLAY
Rebalance of the game acroding
to local audience features. Adding
particular game mechanics.

24. ZENNAAll copyrights reservedROADMAP
PRE-
LAUNCH
SDK
integration
Localization
Culturalization,
Billing
(China)
POST-
LAUNCH
Contentongoing,
Bug-fixes
(major),
Post Loc QA
and testing
PRE-
LAUNCH
Server
provisioning
or hosting,
BI
Intelligence,
Admin
POST-
LAUNCH
Event
Operation,
Server
Operation
and
Monitoring,
Customer
Support,
Game
Progression
Optimization
PRE-
LAUNCH
GP, AS +
local game
platforms
distribution,
# of installs
boost,
Plaform BD
POST-
LAUNCH
Platform BD
User care &
Community
Management
PRE-
LAUNCH
KPI setting &
marketing,
Promotion
plan,
#of installs,
Marketing
Creative,
PR Event
POST-
LAUNCH
Ongoing
user
acquisition,
PR/Eventsф
DEVELOPMENT OPERATIONS
PUBLISHING &
DISTRIBUTION
MARKETING

25. ZENNAAll copyrights reservedDistribution
Release and promotion in local platforms:
Kakao, Line etc.
• Japan: Mobage, Line, Mixi, App Store, Google Play
• South Korea: Kakao, App Store, Google Play
• China: App Store + TOP 20 local android stores

26. ZENNAAll copyrights reservedProfound adaptation
and publishing:
Case study: *Under NDA by Wooga
• GEOs: JP, KO
• Distribution: Kakao, App Store,
Google Play
• Services: Game Adaption, ROI-
based UA solutions, Community
Management
150% ARPU growth for iOS;
300% ARPU growth for Android.
300% Revenue Growth!

27. ZENNAAll copyrights reserved
Conclusion: not so terrible!
Japan: you can release independently. Preliminarily take care
of localization, offline ads and community.
Korea: you can release independently. Preliminarily take care
of localization, pre-registrations, getting to the TOPs and
community.
China: App Store + TOP20 local android app stores, piracy,
billing etc -> you can release independently but in the last turn.
Or you can find a partner. Terms: 8 months+.

28. ZENNAAll copyrights reservedAbout us:
Zenna has
always been
striving to
achieve the
best results.
United we win,
united we stand!
Why work with us?
Founded in 2012 by internet marketers, infected with the virus of
mobile apps, Zenna started with a simple idea: to help apps reach
the TOP-lists. Now we’re grateful to have the best people, best
work and best clients.
With all the excellence, creativity and humor, we become better
day by day by making superior apps that people don’t want to
close.
• We are the first successful agency for marketing and promotion
of apps & games in Asia, North America, Western and Eastern
Europe. Zenna team consists of 25 people from three various
continents.
• We’ve developed sustained experience & expertise in
promoting games and apps over the last 2 years. At the very
moment, we have 7 apps in the TOP of local stores in the USA,
Japan, South Korea, Canada, Western and Eastern Europe.
• Our clients’ total revenue is up to $200M. Among them are
Game Insight, Linekong, Kabam, Sport.com, Plarium and
many other highly respected developers and publishers.

29. ZENNAAll copyrights reserved
ZENNA Services:
Support mobile
marketing
Community management (SMM)
App Store Optimization (ASO)
PR-pitching
Promo video production
User-car
Traffic mobile
marketing
Non-incentive installs
(CPI/CPC)
Incentive installs
Complex mobile
marketing
Complex strategic marketing
Revenue share cooperation
model
Product mobile
marketing
Monetization & gameplay audit
Analytics integration
Finance management
Playtests
Localization & adaptation

30. ZENNAAll copyrights reservedOur Clients

31. ZENNAAll copyrights reserved
+7(495)777-36-79 hello@zennaapps.com
skype: zenna.apps
Ukraine, Kharkiv,
Moscovsky ave., 199-D5
www.zennaapps.com