Bí Quyết Quảng Cáo Games Trên Twitter Cho Thị Trường Nhật Bản

Twitter is what’s happening in the
world and what people are talking about

Less
‘Look at me’
Twitter’s Audience
More
‘Look at this’
People on Twitter shape what’s happening and it’s the people on the platform that make Twitter so unique.
This is why the biggest headlines, global memes and most powerful movements start on Twitter.
People on Twitter are not about “look at me.” Twitter is about “look at this.” This behavior is fundamentally different from other
platforms and why Twitter is the #1 platform for discovery vs. “look at me” platforms.

Receptivity ResultInfluence
Twitter’s superpower comes from
3 characteristics of its audiences…
Their eyes and minds are
open when they are on
Twitter
Their voices are louder
while their acts can be seen
publicly
Their decision is faster
as they tend to be the
innovator

Discover
What’s
Happening
Jumpinto
What’s
Happening
Follow
their
passions
Which drive 3 usage habits of how
Twitter users use the platform…
They are ready to discover
new things whether they
are news or launches of
brand.
They are actively
creating conversation
while having opinions
around those new things
They connect with their
interests and follow them
while also be ready to
act or convert

28%
-5%
19% 20%
3%
Percent monthly user difference between culture-focused and non-culture-focused
% Difference of Monthly Users Passionate vs. Not-Passionate about culture
Twitter Facebook Instagram YouTubeSnapchat
28%
On Twitter, you are more likely to find users who care about real-time events
Twitter is where you’re most likely to find people that care about what’s happening
Source | MAGNA & Twitter “The Impact of Culture”, US, 2019

SOURCE: https://www.adweek.com/digital/twitter-saw-a-71-increase-in-gaming-conversation-in-the-second-half-of-march-2020/

The Past & The Present of video game industry
Source: Twitter MI&A APAC | https://www.techtimes.com/articles/57048/20150604/gaming-go-future-mobile-vs-consoles.htm
Atari 2600 VCS
Microsoft's Xbox
1990s 2000s 2010s
Sega Genesis
Nintendo
Entertainment System
Sony's
Playstation
Nintendo released the DS
Nintendo's Wii U
PS4, PS4 pro
Nintendo’s handheld game
console, the Game Boy
First pre-installed
mobile game, Snake
Sony's Playstation Portable
(PSP)
Xbox 360 PS5 coming soon
PS 2
Candy Crush Saga
Pokémon GO
Angry Birds
Plants vs. Zombies
League of Legends
Hyper-casual
games
Dota 2
World of Warcraft
The history of the video game industry

Tweets related to gaming in 2019 globally
2019 Global Game-Related Tweets
1 billion +
Source | Twitter Internal Data ; Data is pulled from Jan 1, 2019 - Dec 31, 2019 around Gaming-related conversation

122%
2019 YoY growth in gaming-related
conversations on Twitter
The number of game-related tweets on Twitter
increased by 122% in 2019

The gaming audience come to Twitter in a
discovery mindset
Game audiences come to Twitter with an exploration
mindset, which means their attention and responsiveness
will be higher
Twitter users follow esports gaming stars or video
game studios globally.
41%
来源: Twitter亚太区市场研究团队 | Global Web Index ; Q3-Q4 2018 ; Twitter Visitors/Users ; All interests: Gaming.

80
Japan Twitter MAU
45 million

64,000
10,000
0
150,000
About 500,000 people on Twitter concept watch live
Source：トライバルメディアハウス Spark! 2019/04/01 Note
300,000
▼J apan's major broadcast platform concept to see number
600,000
450,000
95,000
500,000
210,000

基于2018年1月1日至12月31日期间的话题提及量：
Most Tweeted
regions about
gaming in 2019
Top 5 regions
1. Japan
2. United States
3. United Kingdom
4. France
5. Korea
Top 5 countries and
regions with the most
game tweets in 2019

24
73%
of Twitter users in Japan play video games
(via mobile, pc, console, etc.)
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383
Twitter reaches an active & engaged audience
that play video games
Twitter has active video game users
Of Twitter Japanese users play video games (via mobile,
computer or handheld, etc.)

Mobile device Console gaming system Handheld gaming system Laptop or desktop
29%
33%
47%
85%
% USE DEVICES TO PLAY VIDEO GAMES
Which of the following devices do you typically use to play video games? (select all that apply)
Twitter users play video games are mobile centric

4 devices
9%
3 devices
19%
2 devices
29%
1 device
43%
57% of the Twitter video gamers play games on
at least two devices
Among those who play video games using any of these 4 devices
Twitter hard core
video game players
Mobile device
Console gaming system
Handheld gaming system
Laptop or desktop
0% 25% 50% 75% 100%
63%
80%
91%
98%
Which of the following devices do you typically use to play video games? (select all that apply)
Hard Core Gamers: Twitter users who play video games on at least 3 devices.

Which of the following best describes you?
Female gamers are mobile centric, while Male
are likely to play console, laptop or desktop
games
Console
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383 8
Mobile 64%
28%
62%
43%

Twitter gaming audience skews younger
millennials across different type of systems
70%
53%
35%
18%
0%
18-24 25-34 35-44 45+
Laptop or desktop Console Mobile device
What age group do you belong to?

5 g e n r e
1%
4 g e n r e
4 %
3 g e n r e
16%
2 g e n r e
2 9 %
1g e n r e
5 0 %
50% of video gamers play different genres of
video game
Among those who play any of these 5 game genres
Play at least 3
game genres
Action/Adventure
Role playing game
Puzzle/Casual
Sports
Strategy
0% 25% 50% 75% 100%
29%
31%
88%
90%
95%
Which, if any, of the following types of video games do you play regularly? (select all that apply)

Which of the following best describes you?
Female gamers like to play puzzle/casual games
while Male gamers tend to play action/adventure
games
Action/Adventure
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383 13
Puzzle/Casual 50%
28%
34%
39%

Twitter audience spend money on video
games and like to make in-game purchase

Twitter audience spend money on video games
regularly
How much do you typically spend on video games per year (excluding consoles and other hardware)?
% OF MONTHLY SPENDING ON VIDEO GAMES
47%
28%
16%
9%
Under $10 $11-40 $41-100 More than
$100
Among those who spend money on video games
Twitter gamers are mostly paying players

Twitter audience like to made in-game purchase
RANKING GAMING RELATED ACTIVITIES THAT DONE IN THE PAST YEAR
Attended a gaming convention/event
Made an in-game purchase
Bought gaming apps for mobile
3
1
2 Bought video games for consoles
4
Which of the following gaming-related activities have you done in the past year? (select all that apply)

41%
Twitter audience spend money on different game genres
Which of the following gaming genres do you most spend money on? (select all that apply)

Role playing game
Action/Adventure
Puzzle/Casual
Sports
Strategy
0
7%
8%
31%
44%
40%
Amongst mobile gamers
Which of the following gaming genres do you most spend money on? (select all that apply)
They are more like to spend
money on Role playing
games and Action/
adventure games
Mobile gamers

Twitter audience use Twitter for gaming news &
mostly interact with game content on Twitter

51%
74%
Learn the most up to date information regarding a game
44%
Talk to other users about a game
say they use Twitter for gaming info
40%
Discover new games
of those…
How do you typically use Twitter for gaming? (select all that apply)
Twitter is used mostly to view gaming news for
gamers

What kind of gaming-related Tweets do you interact with on Twitter (e.g. favorite, reply, retweet)
?
78%
Of Twitter mobile gamers use it
to interact with official game
announcement on Twitter
They actively interact with gaming-related tweets

52%
What kind of gaming-related Tweets do you interact with on Twitter (e.g. favorite, reply, retweet)?
Of Twitter mobile gamers use it
to interact with user generated
game reviews and analysis

Source — 社内ツール
+27M
The number of games discussions per month
ゲーム関連ツイートボリューム

#GamingInJapan
Tweet volume per person
No.1

Different player levels on WHO? Twitter
Hardcore
gamers
Intermediate gamers
Casual gamers
Love new things, try on popular products
Several games have been installed on the phone
and are constantly looking for new games
Game-specific hardcore player
I love this game and invite my friends to play with it!

Different player levels on WHO? Twitter
They are influence through professional gamers or
word of month from key opinion leaders within their
circle of friends
They are influence by gaming experiencing from several
games as 1 point of time
They are influence by play other games during their
spare time
＝
＝
＝
Hardcore
gamers
Intermediate gamers
Casual gamers

What are they talking about? :Hardcore gamers
Invite friends or encourage friends to install new games, "Let's play together!"
They also play the role of a micro-influencer, livestream games on Twitter to viral.

A gamer who plays multiple games and spends for playing other games during their maintenance of current games.
What are they talking about? : Intermediate gamers

For example, gamers are interested in the new release of the Magic Alliance more than just games,
Catch up well with game production trends & trendy hashtags.
=“Look at This”Gamers”
What are they talking about? :Casual gamers

"Look at This" The potential users that can be involved with Twitter
Not just game lovers
By taking away the time you spend "kill time"
The potential users can be converted to a gamer.
Hardcore
gamers
Intermediate gamers
Casual gamers

Hardcore
gamers
Create dialogue for Hardcore and Intermediategamers and surround Casual gamers
Hardcore & Intermediate gamers need topic
volume to assist conversion
Casual gamers need to create a sense of
popularity in the environment to attract their
attention and convert
Everyone is
discussing
Let me try it,
too?
Intermediate gamers
Casual gamers

WHO? Who is involved (summary)
(2) Spend time not only on games but also on other killing time
Non-game users can be converted to game users.
(3) By controlling the conversation between hardcore gamers and Intermediategamers,
Create an environment where casual gamers can easily enter by "making the whole world".
(1)Twitter can expand to a group
of users that can not be acquired
by other media

HOW? How do you get involved?
Create and control "conversation"
Quantity (tweet volume) and quality (content of conversation)

Content
Use Instant Win to gain many campaign
participation.
Gain pre sign-ups with low bids on Twitter.
To maximise brand exposure
during release.
Run multiple products to boost campaign awareness and make
the ‘conversation' last longer.
Live
HOW
Conversation
volume
Installation + billing maximizationPurpose Pre-registration
MAP
Pre-registration
Awareness + installation
Amount-Tweet volume
SustainPhase Pre Launch
promotion
account MAP
Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
SpotlightInstant win

Content
participation.
during release.
Live
HOW
Conversation
volume
MAP
Pre-registration
Amount-Tweet volume
promotion
account MAP
Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
Conversation on Twitter
To control
Create enough
conversation
Increase exposure on
Twitter and increase
acquisition efficiency

Content
participation.
during release.
Live
HOW
Conversation
volume
MAP
Pre-registration
Amount-Tweet volume
promotion
account MAP
Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
"My friend was playing, so
let's play!"
"Because I'm free to
maintain the title that I
always play,
Let's play with this title! "

Content
participation.
during release.
Live
HOW
Conversation
volume
MAP
Pre-registration
Amount-Tweet volume
promotion
account MAP
Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
"I'm playing,
Because it is popular now,
I will recommend it to my
friends! "
"A great deal in the app
During the campaign,
Let's come back! "

Pre Launch Sustain
Important figures for involving Casual gamers
フォロワー数
8~10万人
ツイート数
500ツイート/日(RT含1000~6000/日)
施策時のツイート数
1~3万ツイート/日
*1週間平均
ツイート数
2~4000ツイート/日
*リリース後1週間
Normally the advertising should do 3 phases which are Pre-Launch- Sustain
Pre: recruit 80,000 – 100,000 followers
Launch: 2,000 – 4,000 tweets/day
Sustain: 10,000 – 30,000 tweets/day
*案件によって差があります。平均的なゲーム案件数値。
80,000-100,000 người follow
500 tweet/ngày
ReTweet bao gồm 1,000-6,000 tweet ngày
Sau 1 tuần ra thông cáo báo chí thì 2-4,000
tweet/ngày
Trung bình 1 tuần có 10,000-30,000
tweet/ngày

質 - 会話の内容Quality-the content of the conversation
▲ “The Seven Deadly Sins: The Battle of Light and Darkness” during the pre-registration period including RT
- Recruit high of volume of followers, besides that creating more RT campaigns base on the official campaign to making the viral and
spread out the product.
Pre

Launch
Users who are not only enjoying Grakuro but also playing in parallel, such as "Wild Action," "FGO," and "Puyo Que," stand out.
This has created a motivation not only for some core users, but also for middle game users to “play around and play in the meantime,”
and to attract the interest and interest of non-game users, light users. It is thought that the more you can "make", the more targets you
can get involved.
Quality-the content of the conversation
▲ “The Seven Deadly Sins: The Battle of Light and Darkness” during the pre-registration period including RT

Sustain
Compared to before the measure, the content rate of campaign-related KW increased at the timing of announcement of the campaign on
livestream,
As a result of appealing the campaign content to All Reach on Spotlight, conversations involving friends such as guild recruitment have
changed.
This is probably because the user perception that "Shinoalice is popular" was made and the world became a part of the world.
▼ Before the measure ▼Campaign announcement by live. ▼ Promote campaign to all Twitter users with Spotlight
* Red: Campaign related KW, Orange: Twitter measure related KW, Green: Recruitment related KW
Quality-the content of the conversation

Handle @Handle
This is my tweet copy. Best practice is
between 80-100 characters
Promoted
This is my app !
App Store
Home
4:12
Install
Engagers
Identify people who have
clicked on the format
Viewers
Identify people who have
viewed your ad
Tailored Audiences
Engage your audiences with the right
message
Identify your audiences,
initiate sequential messaging
APP INSTALL
APP OPEN
ENGAGERS
LOYALTY
REGISTER 1-5 RIDES 5-10 RIDES
+60 RIDES
1 DAY 7 DAYS 14 DAYS
30-60 RIDES15-30 RIDES
VIEWERS

Twitter × Gaming
① Twitter has many “Look at This” users.
It is a media that can convert non-game into game users and involve them.
(2) Create conversations aimed at each phase in terms of both the quantity and quality of
conversations. It needs to be spread.
③ When considering product selection and campaign design, consider the ideal state for each
phase.
The main idea is what to do to make it happen.

We can’t wait to see what
you launch on Twitter.
Ms. Ha Tran – Twitter Client Partner
Skype: hatruc204
Phone/Viber/Whatsapp: +84909844086
ha@mediadonuts.com

Bí Quyết Quảng Cáo Games Trên Twitter Cho Thị Trường Nhật Bản

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