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Korean mobile app market and marketing - Korean SNS, Gaming Platform, App community sites, Promotions

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Overall, this report talks about Korean mobile app market and Korean marketing channels. Specifically, this report includes:

Features of Korean mobile market
Korean Game market analysis
Popular game genre
Korean SNS (KakaoStory, Band)
Gaming Platforms (Kakao, AfreecaTV, Band, Line)
App Community Sites (HungryApp, Inven, HandyGame)
Promotion methods (offline events, Metro AD, Pre-registration)

Published in: Marketing
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Korean mobile app market and marketing - Korean SNS, Gaming Platform, App community sites, Promotions

  1. 1. Appsasia Monthly Report [August 2014]
  2. 2. APPSASIA Market Research APPSASIA Monthly Report Appsasia’s Korean Market Research 1. Korean Market Overview 2. Korean Market Analysis 3. Korean Marketing Channels
  3. 3. APPSASIA Monthly Report 1. Korean Market Overview  Korea is a very small country in comparison to the global powerhouses such as the U.S. and China. But the Korean market is important for several reasons. First, it has an excellent mobile network infrastructure and a high smartphone penetration. Second, it is the third largest country in the world in terms of mobile application revenue. Finally, it is home to more mobile gamers than anywhere else. Features of Korean Market 1) Excellent infrastructure and smartphone penetration 2) High mobile app monetization per device 3) Great popularity of games 1) IHS & AppAnnie. Digital Content Report 2013. 19th Feb 2014. 2) Strategy Analytics. Android captured record 85 percent share of global smartphone shipments in Q2 2014. July 2014. 3) MOIBA. May 2014. Mobile OS Market Share²˙³ Contents sales revenue by app markets ³ Korea Global The statistics can be varied depending on research institutions
  4. 4. APPSASIA Monthly Report 1. Korean Market Overview  Korea is a tech-savvy country. Smartphone penetration rate has already hit the 70% mark with over 39 million¹smartphone users.  Korea is leading the world in 4G penetration and is the first country to reach over 50% for LTE subscribers.  Korea is the world’s first country to commercialize an LTE-A network. 1) Ministry of Science, ICT and Future Planning. Wireless communication statistics. 25th July 2014. 2) Bloomberg. Countries With the Most 4G Mobile Users. Sep 2013. Korea Japan Australia United States Sweden LTE Subscription by country population (%)² = 10%
  5. 5. APPSASIA Monthly Report 1. Korean Market Overview  It turned out that Koreans spend the most money on games worldwide. In terms of spending on mobile games, it takes second place next to Japan. Average time spending on mobile games (min/day)² 1) IHS & AppAnnie. Digital Content Report 2013. 19th Feb 2014. 2) KOCCA. Korea, China, Japan, SEA mobile game user report. July 2014. Number of mobile games played ² Composition of digital content spend, 2013¹ The number is based on the number of games downloaded and played after July 2013.
  6. 6. APPSASIA Monthly Report 2. Korean Market Analysis  Korea : Game Market Analysis Implications 60% of Top 50 (70% of Top 10) games are Kakao-dedicated Est. ARPU (iOS/Google) $ 2.36 / $ 1.43 Google Market Size Approx. $ 94M iOS Market Size Approx. $ 8.8M Localization Compulsory Popular Games Clashofclans, 몬스터길들이기forKakao,모두의마블forKakao Genres of Top 50 iOS/Google games July 2014 / Market size and est.ARPU are based on Free app and IAP Grossing (Paid apps excluded) Characteristics of Top 50 iOS/Google Games Korean 93% English 12% • RPGs have strong market share • Kakao-dedicated games are very popular Share of Kakao Games in Top 10 Rankings iOS Google iOS Google
  7. 7. Line Band AfreecaTV Kakao APPSASIA Monthly Report 3. Korean Marketing Channels SNS Platform Community Promotion Twitter Facebook Band KakaoStory HandyGame Contact us for further marketing opportunities Pre-registration Metro AD Offline Events
  8. 8. APPSASIA Monthly Report 3. Korean Marketing Channels_(1) SNS  The most popular SNS in Korea is KakaoStory with MAU of 14 million. The next players appearing in the rankings are Facebook and Band. MAU Statistics (in millions)¹ DAU Statistics (in millions)² 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. 2) AppRanker. July 2014. 3) Nielsen KoreanClick. Unique Visitors Statistics for Mobile SNS. Feb. 2014. Contact us for further marketing opportunities Unique Visitors Statistics (in millions)³ Kakao Story Band Facebook KakaoGroup
  9. 9. APPSASIA Monthly Report 3. Korean Marketing Channels_(1) SNS KakaoStory is the biggest SNS connected to Korea’s famous mobile instant messaging application, KakaoTalk. It is a mobile-centered photo-sharing SNS. Band is an enclosed-type SNS in Korea serviced by Camp Mobile, a mobile service subsidiary of Naver. Band is a group-based SNS, where users can share photos and content with only invite-based groups. 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. 2) AppRanker. July 2014. 3) KIDIS. SNS usage analysis. December 2013 Contact us for further marketing opportunities Kakao Naver Kakao started its business with KakaoTalk in 2010. It became the most powerful distributor in the mobile market. Its service arena now includes KakaoTalk, KakaoStory, KakaoGame to name a few. Naver is Korea’s premier internet company, operating the top search portal “Naver”. It is playing a leading role in pioneering oversea markets with Line corporation, a subsidiary of Naver corporation. It has been a pioneer in Korea’s mobile market with Band, Band Game and Naver Appstore.
  10. 10. APPSASIA Monthly Report 3. Korean Marketing Channels_(2) Game Platforms  Mobile Game Platforms (Kakao Game, Afreeca TV, Line Game, Band Game) – There are 4 major game platforms available in Korea. These platforms differ in terms of their commission rates, core users and user characteristics. So the features of each platforms must be taken into a careful consideration. Name Category Launch Date Commission Rate Features Kakao Game Communication Jul 2012 21% It is the first game platform with a huge penetration Band Game SNS May 2014 14% Its growth is largely driven by people in their 30’s and 40’s Afreeca TV Video Sep 2013 10% It utilizes famous BJ’s for marketing Line Game Communication Nov 2013 N/A It has a large user pool both in and outside of Korea Contact us for further marketing opportunities
  11. 11. APPSASIA Monthly Report  Kakao, originally started as an instant messaging application, expanded its business to the game market with Kakao Game Platform in July 2012. It established a solid foothold in the Korean application market after the huge success of ‘Anipang for kakao’. It is equipped with a strong user base and network capacity. KakaoTalk Users 26M Kakao Game Users 16M Platform Information¹ 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. Average Playing Time 27 hours/month Number of Games Played 3.4 Apps Applications on the Market 400 Apps Accumulated Users 500M 3. Korean Marketing Channels_(2) Game Platforms Contact us for further marketing opportunities
  12. 12. Platform Information¹ APPSASIA Monthly Report  Band is a platform serviced by Naver since May 2014. Kakao’s gaming platform has been dominating the market so far, but Band has appeared as a new challenger in the mobile gaming market. With Band platform, developers and publishers can reach Band’s 30 million users, who are mainly people in their 30’s and 40’s. This demographic has strong purchasing power. Band Users 13M Band Game Users 1.2M Average Playing Time 3.4 hours/month Number of games played 1.8 Apps Applications on the Market 37+ Apps 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. 3. Korean Marketing Channels_(2) Game Platforms Contact us for further marketing opportunities
  13. 13. APPSASIA Monthly Report  Afreeca TV started its business as TV live broadcasting service. Now it has expanded its business area to include a gaming platform with its famous BJ’s as a game marketing component. A large number of its users are of the younger generation in their teens and 20’s, who are also very interested in playing games. 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. AfreecaTV Users 3M AfreecaTV Game Users 178K Platform Information¹ Number of Games Played 5.5 Apps Applications on the Market 11 Apps Average number of programs 5,000 programs 3. Korean Marketing Channels_(2) Game Platforms Contact us for further marketing opportunities
  14. 14. Platform Information¹ APPSASIA Monthly Report  With 450 million users worldwide, Line is one of the most popular game platform to approach global game users. It began its service in Korea in November 2013 and attracted 10 million users in total in 2014. However, its games have not yet drawn much attention among Korean gamers. Line Users 10M Line Game Users 160K Number of games played 1.2 Apps Applications on the Market 36+ Apps 1) Nielsen KoreanClick. Android Mobile Behavioral Data. June 2014. 3. Korean Marketing Channels_(2) Game Platforms Contact us for further marketing opportunities
  15. 15. APPSASIA Monthly Report 3. Korean Marketing Channels_(3) Community  There are three major community sites in Korea, namely HungryApp, HandyGame, and Inven. These sites have a massive user base which can be characterized as interested in gaming and eager to communicate. Therefore, by running a community forum on these sites, you can gauge the interests of gamers, increase their loyalty, and get valuable feedback. Contact us for further marketing opportunities - 33M UV/month - 540M PV/month - 5300 community pages HandyGame - 9M UV/month - 114M PV/month - 39M UV/month - 2100M PV/month
  16. 16. APPSASIA Monthly Report 3. Korean Marketing Channels_(4) Promotion/Event  Pre-registration is one of the hottest mobile game promotion trends in Korea, gradually replacing CPI marketing. Pre-registration events are designed to make users register with their phone number before the game is launched. Users then receive rewards upon launch. Pre-registration is favored by many developers and publishers since it is an effective way to heighten users’ expectations of games before the launch, and to build a large user-base during the early stages of the launch. Contact us for further marketing opportunities Pre-registration Top10Game Shuttle
  17. 17. APPSASIA Monthly Report  Offline Promotion 3. Korean Marketing Channels_(4) Promotion/Event Contact us for further marketing opportunities • Popular offline marketing tool in Korea • 5 million commuters a day in Seoul • Image, Video, Interaction ads types available Offline EventsMetro AD Offline Events Iron Knights : offline gamezone² Brave Frontier : offline event¹ Screen Door Ads³ Appsasia’s Ads for Touriworld 1) Game Donga. April 2014. 2) Game Chosun. July 2014. 3) Thisisgame. June 2013. • The most popular spot for offline events is metro station • The cost varies depending on places and scales of events
  18. 18. Appsasia APPSASIA Monthly Report
  19. 19. Appsasia Marketing Solution From evaluating the suitability of targeted marketing to providing the know-how to successfully market an app globally,Appsasia suggests overall guidelines from Media Mix to event ideas — and more. ■ Appsasia Marketing Solution  Incentive Advertisement for Ranking entry - CPI/CPC/Platform (per country)  Non-Incentive ads for genuine users - Facebook/YouTube, etc. Marketing for engaged users MKT Program Local Expert Network Game Expert MKT Know-How Other New / Special Media  The only agency of Line Free Coin in South Korea - Cover over 55 countries, Android/app No.1 MIM  Specialized Marketing Channels - Community Action /Video/ Event  Market analysis and localization - One-Stop Localizing Service  Target market Suitability testing - Survey, Beta Test, etc. analysis PR / Game Site  Pitching to top websites Ex) 40 U.S. Game review sites, over 100 news media sites  DirectconnectiontoGamesite&appsites - Local Promotion/ Events/ Review APPSASIA Monthly Report
  20. 20. Appsasia provides One-Stop Solution for market research, Localization, marketing plan, Launch, Management, result analysis for MKT A to Z Service with local experts and partners. Marketing Process ■ Appsasia Marketing Solution Step Process Timeline M-1 W-2 W W+2 M+1 Goal Market Research Awareness/Expectation Rank Action UA Spread MKT / Event Management Report / Second MKT Decision Localization PR / Community Action MKT Download MKT Brand Awareness MKT Market Research & Localization Launching MKT Management &Spread MKT MKT Plan Pre-launch Boom-up Result analysis & 2nd MKT Decision Market Research Line Coin / T-mon Beta-Test Localization Other Community Action PR / Review Site PR / Review Site CPI/CPC/CPM/Platform Managing Event Second MKT Final MKT Report Facebook / YouTube Other specialized SNS by region Appsasia’s specialized Marketing Tool APPSASIA Monthly Report
  21. 21. Line Coin Official Agency, Appsasia Appsasia, as a Line Coin agency, can organize Line Coin promotions to encourage downloads. Line Coin has reached 300 million users around the world in the past year. ■ Appsasia is a Line Coin agency APPSASIA Monthly Report
  22. 22. T- Mon Non-ince CPI Official Agency, APPSASIA APPSASIA Monthly Report Ticket Monster is a popular social commerce company in Korea, with more than 13,000,000 member. Appsasia organizes non-ince CPI promotions to reach your target and encourage downloads. Advantage of Social Non-ince CPI  NEW user pool  Korea’s largest 20-30’s female user base  Reach users with strong mobile purchasing power  High retention rate
  23. 23. Facebook AD Case Study by appsasia Facebook CPC by appsasia Appsasia can produce effective and creative materials. With our hands-on management, including daily report and material testing, our campaigns drive exceptionally cost-effective ad results. < Over 10 AD TESTS before actual campaign > < Young Creator’s brilliant AD Copy > Appsasia Facebook ad management process APPSASIA Monthly Report
  24. 24. Reference Marketing Start U.S.AppStoreTopFree #34&50+appsinTOP100 Japan App Store Top Free #1 / Gross #7 100+ apps, Successfully marketed [2012/2013] about 40 apps, U.S., Japan, China Marketing Project DL/Gross Japan Market Top 10 for 60 days [2013] 7 apps, U.S, Japan, SEA Marketing Project [2012] 20 apps, U.S., Japan, Beta Test Project Appsasia,forlast3years,hassuccessfullyoverseentheglobalmarketingforover100appsinU.S.,Japan,Europe, China,andSEA.AppsasiahasbeenselectedasanofficialagencyforprojectssupportedbytheKoreangovernment. ■ App Marketing References APPSASIA Monthly Report [2014] 15 apps, U.S., Japan, Taiwan Marketing Project
  25. 25. Korean Contact Ray Ahn CEO ray@appsasia.co.kr +82-10-9729-0519 English Contact Peter Song CEO petersong@appsasia.co.kr +82-10-9015-3026 Japanese Contact KiHyun Cho Japan Project Director cho@appsasia.co.kr +82-10-3387-6790 Chinese Contact Jia Wang China Marketing Manager china@appsasia.co.kr +82-70-4176-0717 Contact US

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