How Ski Safari Became A
Chinese Hit
Henry Fong
CEO, Yodo1
Follow this talk on Twitter @yodo1
Free 2 Play Is King…
No Exceptions
Distribution volume on Apple Free vs Paid is 100x larger
Most Chinese Android App Store...
Why China is Difficult For Western Developers
DISCOVERY DISTRIBUTION PAYMENT
AD NETWORKS SOCIAL NETWORKS CREDIT AND GIFT C...
Why China is Difficult For Western Developers
DISCOVERY DISTRIBUTION PAYMENT
AD NETWORKS SOCIAL NETWORKS CREDIT AND GIFT C...
Self-Published By Defiant Development
An Indie Game Studio HQ Down-Under in Brisbane Australia
Core Production Team of 2 P...
More Vanity
More Consumables
More Levels
Ski Safari
International
Version
Laying The Foundations For Free2Play
Step #1: Be...
Localizing Language, Virality & Monetization
AD SDK
Federating Over a Dozen Major
Chinese Ad Networks
SNS SDK
The Most Com...
Average 62,000 Downloads / Day
Over 3.5 Months
60%+ of $ from Ad Supported Revenue
Sustaining burst promotions
With Each M...
Total Revenue Ad Revenue % Avg. Daily D/L
50% 70% 30K+
50% 0% 80K+
First Yodo1 Designed and Produced Expansion Pack
New Ma...
Second Yodo1 Designed and Produced Expansion Pack
New Map Designed Based Off Popular “Journey to the West” Chinese Mytholo...
Distribute, Analyze, Optimize, Sustain…
Carrier Billing is King
Frictionless Payment Method With One-Click Billing
Over 40...
China Will Reinvent Itself (Again) in 2014… 
2014 - How China’s Mobile Gaming Market is Evolving
Disruptions to Mobile Ga...
? ? ?
What’s Next For Ski Safari In China…
Cross-Overs and Social….
Compete with Friends Live Tournaments
Invite Friends
from SNS
Social Gifting
Integrated Friends’
Progress in Gameplay
And ...
$14,500/Day
More Yodo1
Produced
Content
210XAnd still growing
$4,200/Day
Yodo1 Produced
Chinese Content
60X
$1,351/Day
Chi...
“Working with Yodo1 enabled us to open up the Chinese
mobile gaming market and re-tool Ski Safari to earn more
revenue in ...
info@yodo1.com
Join us for our GDC cocktail
party & KT Play demo!
Tweet invite requests to
@yodo1 or talk to us after
the ...
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Gdc14 yodo1 how ski safari become a chinese hit v2

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How Ski Safari became a hit in China -- GDC 2014 talk.

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  • These are all broken in CHina
  • These are all broken in CHina
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Use a table to capture what has been done already, and the future tasks
  • Gdc14 yodo1 how ski safari become a chinese hit v2

    1. 1. How Ski Safari Became A Chinese Hit Henry Fong CEO, Yodo1 Follow this talk on Twitter @yodo1
    2. 2. Free 2 Play Is King… No Exceptions Distribution volume on Apple Free vs Paid is 100x larger Most Chinese Android App Stores don’t even support Paid Downloads Don’t Translate… Culturalize Good Monetization = Good Distribution Mobile Games Need Live Ops in Order to Sustain Even Single Player Casual Games Metrics that Matter Retention Conversion Monetization Some Golden Rules
    3. 3. Why China is Difficult For Western Developers DISCOVERY DISTRIBUTION PAYMENT AD NETWORKS SOCIAL NETWORKS CREDIT AND GIFT CARDS
    4. 4. Why China is Difficult For Western Developers DISCOVERY DISTRIBUTION PAYMENT AD NETWORKS SOCIAL NETWORKS CREDIT AND GIFT CARDS Welcome to China!!!
    5. 5. Self-Published By Defiant Development An Indie Game Studio HQ Down-Under in Brisbane Australia Core Production Team of 2 People: Brendan Watts & Shawn Eustace from Defiant Dev. Launched World Wide On 28th Feb, 2012 On Apple App Store as a Premium App Introducing Ski Safari and Defiant Development 2012: 35,000 Downloads in China as Premium Game GAME OF THE WEEK In US, Canada, Australia, Mexico and New Zealand #1 PAID APP In Australia
    6. 6. More Vanity More Consumables More Levels Ski Safari International Version Laying The Foundations For Free2Play Step #1: Beefing Up Free-2-Play
    7. 7. Localizing Language, Virality & Monetization AD SDK Federating Over a Dozen Major Chinese Ad Networks SNS SDK The Most Comprehensive Mobile SNS SDK in China Foundation Culturalization, More Than Just Translation International Version Chinese Edition 570M 750M 420M 500M
    8. 8. Average 62,000 Downloads / Day Over 3.5 Months 60%+ of $ from Ad Supported Revenue Sustaining burst promotions With Each Minor App Version Update Case Study – Yodo1’s Impact on China Monetization EDITOR’S CHOICE FEATURE On App Store, 14th Dec, 2012 #1FREE APPS 28th Dec, 2012 Stays in #1 Spot for 2 weeks 20X $1,351/Day 6,500,000 Downloads on iOS over 3 ½ Mths From Launch
    9. 9. Total Revenue Ad Revenue % Avg. Daily D/L 50% 70% 30K+ 50% 0% 80K+ First Yodo1 Designed and Produced Expansion Pack New Map, Creatures, Avatars, Consumables Targeted to Chinese Gamers Launched on Apple App Store and Top 10 Chinese Android App Stores 8,000,000 Downloads Reached on iOS 6 Months From Initial Launch Android Version Tracking well with 7,500,000 in First 3.5 Months Case Study – Yodo1’s Impact on China Monetization Total of 15,500,000 Users In China as Of 21st June, 2013 60X$4,200/Day
    10. 10. Second Yodo1 Designed and Produced Expansion Pack New Map Designed Based Off Popular “Journey to the West” Chinese Mythology Expanded Android Distribution to 100’s of 2nd/3rd Tier App Stores Monthly Promotions with Carriers and Tier App Stores Android Now Driving 85% of “Net” Revenue via 100% IAP Case Study – Yodo1’s Impact on China Monetization Total Revenue New Users Per Day 15% 225,000 And Growing85% 210X$14,500/Day 70,000,000+ Users Now 40,000,000 New Users In Past 6 Months
    11. 11. Distribute, Analyze, Optimize, Sustain… Carrier Billing is King Frictionless Payment Method With One-Click Billing Over 400 App Stores But Not All App Stores Are Born Equal: • Top 25 drives 70%+ Volume • Carrier App Stores Convert Best For Casual Games • Tier 1 App Stores Can Drive Massive Volume • Mid-Hard Core Games Require Custom Billing Deconstructing The China Android Market Pre-2014 30+ Million New Devices Shipped / Month Optimize For the Following Metrics in This Order: • Retention (1-7 Day) • F2P Conversion • ARPPU
    12. 12. China Will Reinvent Itself (Again) in 2014…  2014 - How China’s Mobile Gaming Market is Evolving Disruptions to Mobile Games Payment Processing Disruptions to Game Discovery & Distribution Changes in Device & Platform Market Share The Rise of Social Mobile gaming
    13. 13. ? ? ? What’s Next For Ski Safari In China…
    14. 14. Cross-Overs and Social….
    15. 15. Compete with Friends Live Tournaments Invite Friends from SNS Social Gifting Integrated Friends’ Progress in Gameplay And Lots More Social…
    16. 16. $14,500/Day More Yodo1 Produced Content 210XAnd still growing $4,200/Day Yodo1 Produced Chinese Content 60X $1,351/Day Chinese Edition 20X $69/Day International Version 70,000,000+ Total Users35,000 TOTAL DOWNLOADS Zero to 70 Million - The China Journey of an Australian Mobile Game
    17. 17. “Working with Yodo1 enabled us to open up the Chinese mobile gaming market and re-tool Ski Safari to earn more revenue in China than we ever thought possible Morgan Jaffit, Defiant Development
    18. 18. info@yodo1.com Join us for our GDC cocktail party & KT Play demo! Tweet invite requests to @yodo1 or talk to us after the Q&A

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