Asia Expansion: Mobile trends and User Acquisition strategies in Japan and Korea

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Asia Expansion: Mobile trends and User Acquisition strategies in Japan and Korea

  1. 1. Mobile Trends and User Acquisition Strategies in Japan and Korea
  2. 2. hello@adways.it www.partytrack.it Introduction Japan & South Korea – Market Analysis – User Acquisition Strategies Case Study: Burn the Rope – Localization + Culturalization – User Acquisition by numbers Agenda
  3. 3. hello@adways.it www.partytrack.it Successful self-publish in Asia is possible
  4. 4. hello@adways.it www.partytrack.it Offices in 12 countries Introduction Japan (HQ) South Korea China Taiwan Philippines Hong KongIndia Thailand Vietnam Singapore Indonesia Business Adnetwork UA Analytics Ad agency App developer
  5. 5. hello@adways.it www.partytrack.it Adways worked 19/20 Top grossing game developers in 2012 Introduction CLIENTS iPhone Top Grossing Publishers in Japan Adways Clients Source: AppAnnie 2012
  6. 6. hello@adways.it www.partytrack.it ARPU in Japan is up to x4 of USA JAPAN: Market Analysis Installs $ $/Install USA Japan 1 0.25 1 0.54 1 2.2 Source: AppAnnie Q1 2013 Installs $ $/Install USA Japan 1 0.3 1 1.1 1 4 All Indexed figures
  7. 7. hello@adways.it www.partytrack.it Market Trends: Card battle games still popular JAPAN: Market Analysis 3/30 Western Games 6/30 LINE Games 13/30 Card Battle Games 30 Top Grossing
  8. 8. hello@adways.it www.partytrack.it Incent is king; Non-incent CPI is limited JAPAN: User Acquisition Strategy CPC$0.12 - Max installs/day 1500 CPI $0.8 - Max installs/day 150,000 INCENT CPI $3 - Max installs/day 100 NON- INCENT Similar to USA 18months ago
  9. 9. hello@adways.it www.partytrack.it Android kingdom KOREA: Market Analysis Source: AppAnnie Q1 2013 1 0.1 1 0.05 1 0.5 Installs $ $/Install USA Korea
  10. 10. hello@adways.it www.partytrack.it Top 5 Android games make US$2M/month KOREA: Market Analysis Kakao Talk domination 11/50 Foreign Games (Top Grossing) 30/50 Kakao Games (Top Grossing) 38/50 Casual Games (Top Grossing)
  11. 11. hello@adways.it www.partytrack.it Incent is out of control (Price and volume) KOREA: User Acquisition Overview CPI Does not exist 0 NON- INCENT CPI $0.3 - Max installs/day 100,000 INCENTCPC$0.04 - Max installs/day 1000
  12. 12. hello@adways.it www.partytrack.it Why incent? User Acquisition in Asia Ranking hurdle Apple policing Consumer Demand
  13. 13. hello@adways.it www.partytrack.it Impact of Incent in Japan Case Study: Burn the Rope Burn the Rope By Adways Interactive  Campaign installs: 20,000 in 4hrs  Organic installs: 40,000 in 4 days  Total cost: $20,000 Using
  14. 14. hello@adways.it www.partytrack.it THANK YOU!!! @Asakayza ken@adways.it

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