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How Ski Safari Became A
Chinese Hit
Henry Fong
CEO, Yodo1
Follow this talk on Twitter @yodo1
Free	
  2	
  Play	
  Is	
  King…	
  	
  	
  
No	
  Excep7ons	
  
Distribu(on	
  volume	
  on	
  Apple	
  Free	
  vs	
  Pai...
Why	
  China	
  is	
  Difficult	
  For	
  Western	
  Developers	
  
DISCOVERY	
   DISTRIBUTION	
   PAYMENT	
  
AD	
  NETWORK...
Why	
  China	
  is	
  Difficult	
  For	
  Western	
  Developers	
  
DISCOVERY	
   DISTRIBUTION	
   PAYMENT	
  
AD	
  NETWORK...
Self-­‐Published	
  By	
  Defiant	
  Development	
  
An	
  Indie	
  Game	
  Studio	
  HQ	
  Down-­‐Under	
  in	
  Brisbane	...
More	
  Vanity	
  
More	
  Consumables	
  
More	
  Levels	
  
Ski	
  Safari	
  
Interna7onal	
  
Version	
  
Laying	
  The...
Localizing	
  Language,	
  Virality	
  &	
  Mone7za7on	
  
AD	
  SDK	
  
Federa(ng	
  Over	
  a	
  Dozen	
  Major	
  
Chin...
Average	
  62,000	
  Downloads	
  /	
  Day	
  
Over	
  3.5	
  Months	
  
60%+	
  of	
  $	
  from	
  Ad	
  Supported	
  Rev...
Total	
  Revenue	
   Ad	
  Revenue	
  %	
   Avg.	
  Daily	
  D/L	
  
50%	
   70%	
   30K+	
  
50%	
   0%	
   80K+	
  
Firs...
Second	
  Yodo1	
  Designed	
  and	
  Produced	
  Expansion	
  Pack	
  
New	
  Map	
  Designed	
  Based	
  Off	
  Popular	
...
Distribute,	
  Analyze,	
  Op7mize,	
  Sustain…	
  
Carrier	
  Billing	
  is	
  King	
  
Fric(onless	
  Payment	
  Method	...
China	
  Will	
  Reinvent	
  Itself	
  (Again)	
  in	
  2014…	
  J	
  
2014	
  -­‐	
  How	
  China’s	
  Mobile	
  Gaming	...
?	
  ?	
  ?	
  
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’	
  
Prog...
$14,500/Day	
  
More	
  Yodo1	
  
Produced	
  
Content	
  
210X	
  And	
  s(ll	
  growing	
  
$4,200/Day	
  
Yodo1	
  Prod...
“Working	
  with	
  Yodo1	
  enabled	
  us	
  to	
  open	
  up	
  the	
  Chinese	
  
mobile	
  gaming	
  market	
  and	
  ...
info@yodo1.com
Join	
  us	
  for	
  our	
  GDC	
  cocktail	
  
party	
  &	
  KT	
  Play	
  demo!	
  
	
  
Tweet	
  invite	...
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GDC 2014 Yodo1 Keynote how ski safari become a chinese hit v2

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CEO of Yodo1 Henry Fong explains at GDC 2014 how to make a hit game in China

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GDC 2014 Yodo1 Keynote 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  Excep7ons   Distribu(on  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  Mone7za7on   =   Good  Distribu7on   Mobile  Games  Need  Live   Ops  in  Order  to  Sustain   Even  Single  Player  Casual  Games   Metrics  that  MaJer   Reten(on   Conversion   Mone(za(on   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  Produc7on  Team  of  2  People:   Brendan  WaQs  &  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   Interna7onal   Version   Laying  The  Founda7ons  For  Free2Play   Step  #1:  Beefing  Up  Free-­‐2-­‐Play  
  7. 7. Localizing  Language,  Virality  &  Mone7za7on   AD  SDK   Federa(ng  Over  a  Dozen  Major   Chinese  Ad  Networks   SNS  SDK   The  Most  Comprehensive  Mobile   SNS  SDK  in  China     Founda7on  Culturaliza7on,  More  Than  Just  Transla7on   Interna7onal   Version   Chinese   Edi7on   570M   750M   420M   500M  
  8. 8. Average  62,000  Downloads  /  Day   Over  3.5  Months   60%+  of  $  from  Ad  Supported  Revenue   Sustaining  burst  promo7ons     With  Each  Minor  App  Version  Update     Case  Study  –  Yodo1’s  Impact  on  China  Mone7za7on   EDITOR’S     CHOICE     FEATURE   On  App  Store,  14th  Dec,  2012   #1    FREE  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  Ini(al  Launch   Android  Version  Tracking  well  with  7,500,000  in  First  3.5  Months   Case  Study  –  Yodo1’s  Impact  on  China  Mone7za7on   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  Distribu(on  to  100’s  of  2nd/3rd  Tier  App  Stores   Monthly  Promo(ons  with  Carriers  and  Tier  App  Stores   Android  Now  Driving  85%  of  “Net”  Revenue  via  100%  IAP   Case  Study  –  Yodo1’s  Impact  on  China  Mone7za7on   Total  Revenue   New  Users  Per  Day   15%   225,000   And  Growing  85%   210X  $14,500/Day   70,000,000+     Users  Now     40,000,000  New  Users   In  Past  6  Months  
  11. 11. Distribute,  Analyze,  Op7mize,  Sustain…   Carrier  Billing  is  King   Fric(onless  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   Deconstruc7ng  The  China  Android  Market  Pre-­‐2014   30+  Million   New  Devices  Shipped  /  Month   Op7mize     For  the  Following  Metrics  in  This  Order:   •  Reten(on  (1-­‐7  Day)   •  F2P  Conversion   •  ARPPU  
  12. 12. China  Will  Reinvent  Itself  (Again)  in  2014…  J   2014  -­‐  How  China’s  Mobile  Gaming  Market  is  Evolving   Disrup7ons  to  Mobile  Games  Payment  Processing   Disrup7ons  to  Game  Discovery  &  Distribu7on   Changes  in  Device  &  Plaporm  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   210X  And  s(ll  growing   $4,200/Day   Yodo1  Produced   Chinese  Content   60X   $1,351/Day   Chinese  Edi7on   20X   $69/Day   Interna7onal   Version   70,000,000+  Total  Users  35,000   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  ater     the  Q&A  

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