AppFlood: A Game Developers Guide to Getting into China

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By: Fernando Pizarro of PapayaMobile/AppFlood

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  • Brand…
  • Each one is unique and different.- Need to think about your game type – e.g. Card Battle does well in Korea/Japan, Casual does well in China.
  • Current global market is $9 billion, US about 17% of that so $1.5 billion, NewZoo report at the end of the Feb
  • This slide doesn’t make sense – 30% of the Chinese population are playing Android titles???
  • Market - Cultural and behavioralPiracy, Less legal protectionRestrictions on foreign firms MonetizationMany billing channelsLower user spend and lower paying user conversion ratesLow credit card penetrationThe biggest payment method is via SMS DistributionApp Store fragmentation. No clear number 1Carriers difficult to work withMust build relationships with all app stores for featuring
  • Localization companies: LionbridgePublishing for mobile games – Yodo, IDreamsky
  • Lionbridge Technology, VengacorpLanguageCultural referencesFilesize>30MB
  • Choose which channels to spend your time onBuild relationshipsSpend money on promotionCarrier payment SDKsAppstore payment SDKs
  • Advertising $$Cross promotion/direct deals
  • AppFlood: A Game Developers Guide to Getting into China

    1. 1. A Game Developer’s Guide to Asia (But Really China) October 9, 2013
    2. 2. Who is PapayaMobile? Social gaming network for Android with 127+ million users and 600+ games Founded in 2008 with $22M raised through DCM and Keytone. 140 staff with offices in San Francisco, London and Beijing More than 80% of users come from US and Europe Popular games earn more than $1 million per year.
    3. 3. The only 100% transparent cross- promotion platform for buying, selling and exchanging mobile traffic.
    4. 4. If you’re not thinking about Asia… Source: IAB/Techcrunch
    5. 5. Every major market in Asia is different • You’ll need to pick your poison • Largest = China • Fastest Growing = India • Most Advanced = Japan/Korea
    6. 6. Mobile gaming in China to be worth $3.6 Billion by end of 2017 Niko Partners, July 2012
    7. 7. China overtakes US in new activations Flurry, Feb 2013
    8. 8. With lots of app usage to boot In millions
    9. 9. I get it – it’s big, it’s important, I want in. What do I need to know?
    10. 10. China is unique in several ways Monetization Market Distribution
    11. 11. So what are the key things you need to do? • Localize your game • Get your app into and featured in appstore • Figure out a UA strategy • A payment method for your IAP
    12. 12. Localization • “Culturalization” is important • Chinese language voiceover • Chinese locations and references • China hosted servers! • Reduced filesize • Lots of pirated downloads = large installed user base with update.
    13. 13. App Store Hiapk Market Goapk Market Gfan Market Appchina 91 Market Nduo Heruixinfeng EOE Market Starandroid XDA # DOWNLOADS/DAY 15,000-20,000 15,000-20,000 8,000-12,000 6,000-12,000 5,000-8,000 About 5,000 1,000-2,000 1,000-2,000 1,000-2,000 1,000-2,000 Wireless Appstores Are Not The Biggest Game in Town ………OEM and Carrier relationships also matter
    14. 14. BUT…The biggest bang for your buck… SMS Sideload/Online Distribution Partners – there’s only two that matter: Qihoo360 Tencent
    15. 15. • Press matters, as in the US – It’s not Twitter, it’s Weibo – It’s not What’sApp, it’s WeChat • Pay to play in some stores = getting featured • Cross promotion with established players • Marketing budgets for advertising = know your ROI – It’s not Flurry, it’s Umeng CONFIDENTIAL User Acquisition
    16. 16. So Can it Work? YES! • Yodo1’s Ski Safari • From 35k downloads in 8 months, to 8.2 MILLION (iOS + Android) in 3 months via: • Light localization • Local ad networks • Android distribution • Plants V. Zombies China • Candy Crush China – known to pay up to $5 an install for iPad users.
    17. 17. Thanks! Fernando Pizarro GM North America fernando@papayamobile.com papayamobile.com appflood.com
    18. 18. Piracy • 2.6MM pirated downloads upgraded to legitimate users • Minimum of 1.4MM incremental downloads Lots of happy gamers…and the beginning of a partner’s China strategy

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