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Mobile App Marketing Trends & Strategies for Asia - ARPU, App Store Rank Data, Popular Games & More

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In our research you will find this data per country:

Average ARPU, Market Share and Size, Top Genre's in the Top 25 (iOS & Android), Expected daily downloads and revenue for Top 1, Top 5, Top 10, Top 25 and Top 50 for Google, iOS and iPad.

Countries covered in this research are: Korea, Japan, China, Taiwan, Hong Kong, Singapore, US, UK, Germany & France.

Hopefully this research will help you in your global mobile marketing strategy.

Published in: Business
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Mobile App Marketing Trends & Strategies for Asia - ARPU, App Store Rank Data, Popular Games & More

  1. 1. appsasia Monthly Report _ Feb 2014
  2. 2. C o m p a n y & S e r v i c e s Global Market Summary For the last 5 years (2008 ~ 2013), the global market has grown by 27.3% annually. The Asia Pacific region has grown to represent the most robust mobile app market (5.9 Billion) in the world. ■ Global Mobile app market
  3. 3. Among those three countries, Japan has the biggest market following Korea and China. They all have a Mobile Instant Messaging (MIM) platform with a high market share in the mobile industry, therefor, developers should seriously consider to distribute their games within these platforms. In addition, 3rd party app markets in China and testing on various devices in Japan must also be considered. ■ Summary & Comparison of Korea, Japan, and China C o m p a n y & S e r v i c e s Asia Market Summary Google/iOS MIM Market Share per Country Korea Japan China Market : $ 200,000K/ Month (Ranked #1 Google, #2 iOS) Market : $ 32,000K / Month (Ranked #3 iOS) Summary : Smartphone penetration 40% ‘Line’ has more than 5M users (37.6%) iOS is growing rapidly since 2 nd Half /2013 Summary : Smartphone penetration 47% Tencent(Wechat) is growing rapidly Android is replaced with various 3 rd market Market : $ 65,000K / Month (Ranked #2 Google, #10 iOS) Summary : Smartphone penetration 73% (saturation) Android has bigger market share ‘KaKao’ Platform games are popular
  4. 4. C o m p a n y & S e r v i c e s Korea Market Analysis Implication KaKao is the powerful game distributor (Distributed rank #1 to #10 games) Expected ARPU $1.19 Android Market $ 60M iOS Market $ 6M Localization Compulsory Popular Games 몬스터길들이기,Anipang2,Cookierun, Localization Korean Other 100 % 0 % • Acceleration from puzzle & casual to mid-core RPG • KaKao games are popular • Must localize the app and use local marketing channels Korea Google / iOS Top 25 Genre Indicator Korea Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks ■ Korea Game Market Analysis Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  5. 5. ■ Japan Game Market Analysis C o m p a n y & S e r v i c e s Japan Market Analysis Implication Marketing via Line (Line Coin) is essential, Must test various devices Expected ARPU $ 2.87 Android Market $ 110M iOS Market $ 90M Localization Highly needed Popular Games Puzzle&Dragon,LinePokopang,etc. • Light games are popular such as puzzle, casual, and TCG • Test for Sony, Sharp, Fujitsu devices are needed • Users are sensitive about Customer Svc and brand image Localization Japanese Other 80 % 20 % Japan Google / iOS Top 25 Genre Indicator Japan Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  6. 6. ■ China Game Market Analysis C o m p a n y & S e r v i c e s China Market Analysis Implication Mid-core games including TCG and are very dominant Expected ARPU $ 0.30 Android Market $ 32M iOS Market N/A Localization Highly needed Popular Games 天天酷跑,全民飞机大战,天天飞车(Tencent) • Auto-targeting and ‘History of Three States’ games are common • Puzzle games are less needed than other Asian region • ‘Tencent’ platform games are popular (TOP 1~5) Localization Chinese Other 88 % 12 % China Google / iOS Top 25 Genre Indicator China Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  7. 7. Among those 3 countries, Taiwan has the biggest market following Hong Kong and Singapore. Geographic and cultural difference must be considered and localization also is highly needed. ARPU seems to be low due to absence of a payment system but is showing a great rise in smart phone penetration. ■ Summary & Comparison of Taiwan, Hong Kong and Singapore C o m p a n y & S e r v i c e s East-Asia Market Summary DLs and Sales for Android / iOS Taiwan Hong Kong Singapore Market : $ 14M/Month (Ranked #5 Google, #9 iOS) Market : $ 8.5M/Month (Ranked #9 Google, #12 iOS) Market : $ 5.6M/Month (Ranked #12 Google, #14 iOS) Summary : Smartphone penetration 51% Chinese content is popular Line platform is dominant Summary : Smartphone penetration 63% Chinese content is popular ARPU is relatively high Summary : Smartphone penetration 72% High Marketing cost Different cultural characteristics Unit : Download (2nd Half, 2013) Download Sales Unit : Dollars (2nd Half, 2013)
  8. 8. ■ Taiwan Game Market Analysis C o m p a n y & S e r v i c e s Taiwan Market Analysis Implication iPhone ARPU is $1.51 which higher than Western-Europe, market size is small Expected ARPU $ 0.56 Android Market $ 7M iOS Market $ 7.7M Localization required Popular Games 神魔之塔,LinePokopang,全民打棒球2013 Taiwan Google / iOS Top 25 Genre Indicator Taiwan Google / iOS Top 25 Character Localization Local Other 74 % 26 % • Cost of Marketing is higher than other markets • Line platform is strong • Chinese content is very popular Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps) Expected Daily DLs & Revenue / Ranks
  9. 9. ■ Hong Kong Game Market Analysis C o m p a n y & S e r v i c e s Hong Kong Market Analysis Implication Market size is small but ARPU is high iOS ARPU $2.15. Expected ARPU $ 1.09 Android Market $ 3.5M iOS Market $ 5M Localization Highly needed Popular Games 創造球會,神魔之塔,武俠Q傳등 • Marketing channels are similar to Taiwan • Mid-core games such as RPG, TCG are common • Chinese content is popular (i.e History of Three States) Hong Kong Google / iOS Top 25 Genre Indicator Hong Kong Google / iOS Top 25 Character Localization Local Other 76 % 24 % Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  10. 10. ■ Singapore Game Market Analysis C o m p a n y & S e r v i c e s Singapore Market Analysis Implication English penetration is high and culture is different from other SEA countries. Expected ARPU $ 0.89 Android Market $ 1.7M iOS Market $ 3.9M Localization Not required Popular Games ClashofClans,BraveFrotier,CandyCrush • Trend is shifting from Casual card game to mid-core RPG • Marketing cost is high in comparison to the market size • User Created Content is active • Malaysia is deeply related due to geography and demography Singapore Google / iOS Top 25 Genre Indicator Singapore Google / iOS Top 25 Character Localization English Local 84 % 16 % Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  11. 11. These 2 countries have different characteristics in terms of platform, payment system, and popular games. Brazil is a ‘blue ocean' with a lot of potential due to population, size of the online game market and iOS ARPU yet there is no special localization required (top 25 games are all in English). ■ Summary & Comparison of U.S. and Brazil C o m p a n y & S e r v i c e s America Market Summary U.S. Brazil Market : $ 160M/Month (Ranked #3 Google, #1 iOS) Market : $ 6M/Month (Ranked #14 Google, #13 iOS) Summary : iOS market share 82.9% / iPad revenue 41% Trend leader of Europe and SEA Casino game has a high market share (20%) Summary : Smartphone penetration 26% ARPU iOS: $0.50 / Google: $ 0.02 (very low) Steadily growing (growth rate 32%) Coupling with US market Download Sales DLs and Sales for Android / iOS Unit : Download (2nd Half, 2013) Unit : Dollars (2nd Half, 2013)
  12. 12. ■ U.S. Game Market Analysis C o m p a n y & S e r v i c e s U.S. Market Analysis Implication Photo or video marketing via Facebook, Youtube, Instagram is trend Expected ARPU $0.56 Android Market $ 38M iOS Market $ 120M Localization Required Popular Games ClashofClans,CandyCrush,MAVELWarof Heros • Big IP games with Disney or films are popular • Casino games have strong market share • Consider series games with long term marketing Localization English Other 100 % 0 % U.S. Google / iOS Top 25 Genre Indicator U.S. Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  13. 13. ■ Brazil Game Market Analysis C o m p a n y & S e r v i c e s Brazil Market Analysis Implication Market with high potential, localization is not required Expected ARPU $ 0.08 Android Market $ 1M iOS Market $ 4.9M Localization Not required Popular Games ClashofClans,CandyCrush,HayDay • Seems to follow the US Game trend • Sport games are popular in comparison to other markets • Localization is less needed Localization English Other 100 % 0 % Brazil Google / iOS Top 25 Genre Indicator Brazil Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  14. 14. UK has the biggest market share following Germany and France. Each country requires a different marketing strategy and local payment system must be considered. ■ Summary & Comparison of UK, Germany, and France C o m p a n y & S e r v i c e s Europe Market Summary UK Germany France Market : $ 28M/Month (Ranked #6 Google, #4 iOS) Market : $ 18M/Month (Ranked #4 Google, #7 iOS) Market : $ 15M/Month (Ranked #7 Google, #6 iOS) Summary : iPAD and iPhone market share 82.9% Follows the US game trend Summary : ARPU is lower due to debit card Mobile marketing market is competitive Summary : Google and iOS are growing equally Localization is less needed Download Sales DLs and Sales for Android / iOS Unit : Download (2nd Half, 2013) Unit : Dollars (2nd Half, 2013)
  15. 15. ■ UK Game Market Analysis C o m p a n y & S e r v i c e s UK Market Analysis Implication iOS has critical market share (iPad 41%). Separate marketing strategy is required Expected ARPU $ 0.46 Android Market $ 5.4M iOS Market $ 23M Localization English Popular Games CandyCrushSaga,ClashofClans,PetRescue • Sport and casino games are popular • In IOS, light games (i.e. strategy, Puzzle, Sport) are popular • English speaking country, no localization needed. Localization English Other 100 % 0 UK Google / iOS Top 25 Genre Indicator UK Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  16. 16. ■ Germany Game Market Analysis C o m p a n y & S e r v i c e s Implication Strategy games and SNG games are popular Expected ARPU $ 0.35 Android Market $ 8M iOS Market $ 10M Localization Less needed Popular Games Quizduell,Empire:FourKingdoms,CandyCrush Germany Market Analysis Localization English Local 92 % 8 % • Strategy games are popular • Social based games dominated Top ranks • Localization is less needed Germany Google / iOS Top 25 Genre Indicator Germany Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  17. 17. C o m p a n y & S e r v i c e s ■ France Game Market Analysis Implication iOS and Android growing equally, localization is less needed. Expected ARPU $ 0.36 Android Market $ 4M iOS Market $ 11M Localization Less needed Popular Games Clash of Clans, Hay Day, Farm Hero Saga France Market Analysis Localization English Local 94 % 6 % • Similar Genre trend with other European countries • Localization is less needed than expected Germany Google / iOS Top 25 Genre Indicator Germany Google / iOS Top 25 Character Expected Daily DLs & Revenue / Ranks Reference : 2nd Half 2013/ market size and arpu are based on Free app and IAP Grossing (Excluded paid apps)
  18. 18. C o m p a n y & S e r v i c e s Game Marketing Awards 2013

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