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Road To Japan - How To Do Marketing In Japanese Market
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Road To Japan - How To Do Marketing In Japanese Market

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Road To Japan is the introduction of marketing for gaming app developer who is interested in Japanese market. This was shared by Aya Yamada, overseas business representative of Tokyo-based …

Road To Japan is the introduction of marketing for gaming app developer who is interested in Japanese market. This was shared by Aya Yamada, overseas business representative of Tokyo-based Adinnovation inc at DevGamm held in Moscow.

Published in: Mobile, Technology, Business

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  • 1. Aya Yamada Overseas Business Representative at Adinnovation. Inc. http://www.linkedin.com/profile/view?id=176513162 http://adinnovation.co.jp/en
  • 2. 1. About Us 2. Overview of Smartphone Market In Japan 3. The Mobile Advertising in Japan 4. So now, it’s your turn.
  • 3. About Us
  • 4. Leading Marketing Firm For Smartphone Apps Mar, 2010 Established Jul, 2013 Raised $1.6 million USD Jan, 2014 Partnered with Digital Advertising Consortium We have over 1,000 applications of experiences as of Apr 2014. Contacts: info@adinnovation.jp http://adinnovation.co.jp/en/ http://www.linkedin.com/company/adinnovation-inc
  • 5. Aya Jennifer Yamada Overseas Business Representative at Adinnovation. Inc Business Careers Apr, 2011 Rakuten, Inc. Web application engineer QA & localization for Kobo, Toronto-based eBook company Nov, 2013 Adinnovation, Inc. Business development, marketing and sales representative from overseas to Japanese market
  • 6. Overview of Smartphone Market In Japan
  • 7. 0 50 100 150 200 250 300 350 400 OCT, 2012 OCT, 2013 INDEXEDREVENUE COMBINED IOS APP STORE & GOOGLE PLAY MONTHLY APP REVENUE Japa US South Korea UK #1 Market In The World Source: http://inbound.appannie.com/japan-spotlight-revenue-inflection-point
  • 8. Because Of Gaming Apps Source: http://www.gungho.co.jp/ir/uploads/irk20140326.pdf Free-to-play >>> Paid Apps In App Purchase >>> Paid Install Puzzles and Dragons 26 Million Downloads* 100 Million USD /month ** * Total ** Estimated OP
  • 9. Puzzle Table Board RPG Educational Action Simulation Mini Games Collectible Card Others Sports Strategy 10s 20s 30s 40s 50s Popular Game Genres Source: http://hitracking.net/blog/ 62% 23% 22%
  • 10. Bigger Than Consumer Game Market Source: http://jp.techcrunch.com/2014/03/26/jp20140325-japan-smartphone-app-market/ $9.6 $10.8 $3.0 $5.4 $0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 2012 2013 All Games (incl. S & H) Smartphone Games (Billion USD) + 178% YoY Consumer Games 2.5 Billion USD
  • 11. Native Apps Vs. Browser Games Source: http://jp.techcrunch.com/2014/03/26/jp20140325-japan-smartphone-app-market/ $1.31 $3.12 $4.20$1.70 $2.25 $2.25 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 2012 2013 2014 Market Size Of Smartphone Gaming App (Native Apps Vs. Browser Games) Native Apps Market Browser Games Market (Billion USD) + 237% YoY + 133% YoY
  • 12. Coverage Is Growing Source: http://www.videoi.co.jp/release/20140225.html 73.7 68.4 59.8 54.1 46.0 41.9 18.9 27.0 34.7 40.2 49.2 54.0 0.0 20.0 40.0 60.0 80.0 100.0 120.0 Aug, 2011 Feb, 2012 Aug, 2012 Feb, 2013 Aug, 2013 Feb, 2014 OWNERSHIP OF FEATURE PHONE/ PHS VS. SMART PHONE Feature phone & PHS Smartphone (%) = 69 million users
  • 13. 40% Of Them Uses iPhone Source: http://www.videoi.co.jp/release/20140227.html
  • 14. Based On The History Of Monthly Subscription As Feature Phone Purchase Ringtone Games Comics Source: https://www.mcf.or.jp/press/images/mobilecontent_market_scale2011.pdf 2008 2009 2010 2011 4.7 5.4 6.2 6.4 Wallpaper Decorated Email (Market Size Of Digital Contents, Billion USD)
  • 15. The Mobile Advertising In Japan
  • 16. Source: http://cyber-z.co.jp/news/pressreleases/2014/0218_1450.html Smartphone Ads in Japanese Mobile Market $0.84 $1.62 $2.26 $2.70 $3.00 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 2012 2013 2014 2015 2016 THE MARKET RESULTS AND PREDICTION OF JAPAN’S SMARTPHONE AD MARKET +193% YoY (Billion USD)
  • 17. Smartphone Ads in Japanese Mobile Market Source: http://cyber-z.co.jp/news/pressreleases/2014/0218_1450.html $5.0 $8.4 $12.3 $14.9 $16.5 $2.3 $6.4 $8.5 $10.1 $11.2 $1.1 $1.4 $1.7 $2.1 $2.3 $0.0 $5.0 $10.0 $15.0 $20.0 $25.0 $30.0 $35.0 2012 2013 2014 2015 2016 The Market prediction of Japan’s Smartphone Ad market (By Items) Paid Search Display Performance based (Affiliate + Reward) (Hundred Million USD) +275% YoY
  • 18. Which one is the most significant for gaming app developers? ? Paid Search Ad Display Ad Performance Based Ad (Affiliate + Reward)
  • 19. What is ‘Reward’ Ad? Ad Server Source: http://reward.kinugoshi.net/ AppInstall this app = 50 Pts! YES NO Game App 50 Pts Media Ad Banner Ad Banner Ad Banner
  • 20. Reward is on FIRE now Authority 権 威 Number Of Downloads 1 – 5 40,000 – 80,000 / 2-3 hours 6 – 10 20,000 – 40,000 / 2-3 hours 11 – 20 15,000 – 25,000 / 2-3 hours 21 – 50 5,000 – 15,000 / 2-3 hours 51 – 100 3,000 – 8,000 / 2-3 hours 100 - – 40,000 / 2-3 hours Required DL Number For Ranking Of AppStore Number Of Est. Users 1 – 5 4,000 – 20,000 / day 6 – 10 3,000 – 15,000 / day 11 – 20 2,000 – 10,000 / day 21 – 50 1,000 – 5,000 / day 51 – 100 500 – 15,000 / day 100 - – 500 / day Estimated Organic User Number After Reward Campaign
  • 21. Why ‘Reward’ Ad? Media Ad Banner Ad Banner Ad Banner App App App App App App App App App 50 Pts! Advertisers (= App Developers) Media Operators App Users • CV bases fee model =Low risk user acquisition • Boost up your app in the stores • Enkindle your media • Get opportunity to monetize with non- purchase users • Earn the virtual money to play the app
  • 22. Be Strategic To Get Japanese Users Promotion MonetizeAnalytics
  • 23. SO NOW, IT’S YOUR TURN.
  • 24. Example Of Clash Of Clans - Rewards Source: http://gamebiz.jp/?p=111568 #20 -> #1 #1 At Free Charts #20+ At Top Grossing within 24 hrs Estimated Revenue Of #1 - #20 / month 2 Million USD (200 Million JPY)
  • 25. Eye-catchy Digital Ads Wall Jack In Shibuya Sta. Example Of Clash Of Clans – Other Ads Strategy Guides
  • 26. Or ‘Small is the new Big’ Source: http://www.distimo.com/leaderboards/google-play-store/japan/all-games/free/month 100,000 USD + per month, per title, ranked within #100
  • 27. In Conclusion,
  • 28. Smartphone Market ・#1 in the world because of gaming apps. ・Smartphone’s market share is still expanding. Gaming Apps ・Casual Free-to-start > Paid Apps ・In App Purchase > Paid Installs Smartphone Ads ・Still rapidly growing with general ways. ・Reward ad is on FIRE. Promotion Methods ・Promotion, Analytics and then Monetize. ・Be strategic. Upshots Of ‘RTJ’
  • 29. Contact Us! info@adinnovation.jp http://adinnovation.co.jp/en/ http://www.linkedin.com/compan y/adinnovation-inc-