Delivered at Casual Connect Asia 2016 Get user acquisition insights from the largest Russian publisher - Mail.Ru Group. The owner of domestic social networks VK.com (Vkontakte) and OK.ru (Odnoklassniki) will share best practices and case studies from Asian gaming publishers that are already increasing revenues in the Russian market. Come and learn how to acquire and benefit from millions of Russian mobile users with the myTarget (Mail.ru) advertising platform.

1. Russian mobile market

2. Agenda
• Russian market for Asian games
• myTarget platform review
• Real cases with pain and glory
• Summary

4. 3 things to remember about Russia
•
№5 market by app installs
•
Huge global app presence
•
Best market for mobile games

5. №5 market by app installs
More than
50 millions
mobile users

6. Huge global app presence
46%
are Asian apps

7. Best for games
Top 1 category by app downloads
Source: Mail.Ru Group
0 10 20 30 40
Social Networks
Games
Entertainment
Finance
MAU
WAU
DAU
Top 2 category for retention

9. #1: Work with local partners
Source:
TNS, Cities 700k+, 12-64
Time
spent per
day
0
10
20
30
40
by Mail.Ru Group
by Mail.Ru Group
by Mail.Ru Group

10. #2: Localize everything
Source: Russian census
• London is the capital of Great Britain!
• Let me speak from my heart!
• Who is on duty today?
93%
7%
Speak
English
Don’t Speak
English

11. #3: Target Android audience
• Android: high share & growth
• Windows Phone presence
• Feature Phones lose market
to cheap Android devices
Source: myTarget data
24%
66%
5% 5%

12. #4: Know your audience
Source: Mail.Ru Group
31%
35%
20%
9%
5%
0% 10% 20% 30% 40%
age 12-
24
age 25-
34
age 35-
44
age 45-
45
55+
play on smartphone/tablet
play on smartphone/tablet
12%
7%
23%
16%
20%
3%
8%
6%
2%
Manager
Business man
Office employee
General employee
Student
Retired
House worker
Other
Hard to say

13. #5: Know the relevant CPI
Source: myTarget data
0 0.5 1 1.5 2 2.5
Shooter
Casual
RPG+strategies
Utilities
Datings
Services
e-com
USD
Android
iOS

14. myTarget
platform review

15. 93%of Russian Internet Market
Mail.Ru Group
Listed at London
stock exchange
#1 publisher in Russia
(AppAnnie)
3500 full time
employees
Owns 3 domestic
social networks

16. Mail.Ru Group I myTarget

17. myTarget traffic sources
over
50 000 000
From Russian largest social networks
and Mail.Ru Group services

18. Best source
for games
retention

19. Targeting gamers
• Interests: games (by profile/behavior)
• Relevant group subscribers
• Real players (play social games)

20. Case studies

21. EZPZ by R2Games
• Hundreds of creatives
• Segmentation after initial tests
• Smart tracking and analytics
• Support of myTarget team
Results
0.9%
$1.1
CTR
CPI

22. LeagueofAngels byYouzu
Results
CTR
CVR
Installs
1,5-2%
Up to 10%
Over 1 million

23. Dance city by 3Guns
• 5000 DAU with test budget 4000 USD
• Narrow targeting (anime, dance, games)
• 10 banners with style of the game
• Female only
CTR
CR
RR Day 1
2%
20%
50%

24. Evolution by my.com
• Over 30 creatives per campaign
• Simple texts
• Segmentation: iPad/iPhone
• Ages split (5-15 years)
• WI-FI, retargeting
CPI:
ROI:
$2.3
279%
Results

25. Summary

26. Localization, market
price knowledge
Main tips
Android promotion; Direct contact with
myTarget manager

27. QUESTIONS?
i.tripapina@corp.my.com