Delivered at Casual Connect Europe 2017. Many companies feel it is mysterious to enter the Asian market. Few succeed in cross-border localization. While huge differences lay between the user behavior of Western players and Asian players, Youzu brings a real case to show you how it successfully localized a game and made it into the Top 10 in over 60 countries overseas.

1. Globalization real case for 150 countries
Yuli Zhao
Globalization

2. 436
435
416
290
129
101
62 50
34 27 17
RussiaEuropeNorth
America
Japan IndiaBrazilKorea HK, TW,
Macao
SEA ME
Global mobile game market in 2016
100mn RMB
Competition H H H H M M M LL M
Mainland
China
H
Global market

3. Genre difference
Brazil
17%
2%
29%
45%
15%Sim
3%
5%
5%
ME
Card RPG
10%
4%
69%
Casual
1%
2%
15%
15%4%
1%
SEA Mainland
China
RPG
4%
6%
9%
39%
6%
4% 1%
2%0%
4%
6%
71%
16%
9% 5%
Russia
58%
7%
1%
13%
5%
HK, TW,
Macao
25%
51%
13%
3%
2%
1%5%
Korea
12%
56%
18%
1%1% 1%
10%
Japan
5%
Europe
49%
2%
19%
12%
3% 2% 2%
North
America
42%
9%
20%
3% 1%
22%
2%
23%
1%
0%
8%
61%
24%
47%
India
9%
8%
5%
Others
Gambling
Strategy
14%
2016Q2 Top50 game genre
ARPG
(>60%)
ARPG/MMO/tur
n base RPG
Turn base/card
RPG (>60%)

4. Legacy of Discord

5. Global feature by Google Play and App Store

8. $16,000,000
Monthly grossing of Legacy of Discord

9. Distribution of Revenue
China,
30%
Oversea,
70%

10. Key Findings 1: Stylization
Style ≠ Fine Art
Outstanding
outfit
Reshaping
Effect
Glowing Effect

14. Extraordinary Outfit

15. Frames: 20+
Key Findings 2: Compatibility

16. Key Findings 3: Localization
Extend the life cycle of gameplay is very key

17. Package size
• For some markets, we divide the game into several packages so that the players can start to play
the game after download 100M
• when players upgrade to Level 5, they need to download new package to continue playing

18. Balancing
• Unlike western players, Chinese players like pay to win very much;
• When we release the game in oversea market other than China market, it is very crucial to make
sure the balancing among different players
• Players with lower battle force has chance to win those with higher battle force

19. Character growth
• Decrease the growth rate of attribution by about 30-50%
• Balance different dimensions of attribution growth
• Control the whole battle force from growing too fast

20. Difficulty
• Increase the difficulty of main tasks and instances

21. Resource output and consumption
• Output of items and game coins is slower, while the consumption is higher;
• Thus slower the growth speed of players and lower their growth pressure;
• and result in longer life cycle of the game

22. Pricing
• Currency price is only 70% of that in China, while pricing of commercials is about 2.5 times of
that in China.
• Result pricing increase at a rate of about 75%
• Divide the high price items into several packages
• Make it more attractive to mid-payment players

23. Thank you！