Each one is unique and different.- Need to think about your game type – e.g. Card Battle does well in Korea/Japan, Casual does well in China.
Current global market is $9 billion, US about 17% of that so $1.5 billion, NewZoo report at the end of the Feb
This slide doesn’t make sense – 30% of the Chinese population are playing Android titles???
Market - Cultural and behavioralPiracy, Less legal protectionRestrictions on foreign firms MonetizationMany billing channelsLower user spend and lower paying user conversion ratesLow credit card penetrationThe biggest payment method is via SMS DistributionApp Store fragmentation. No clear number 1Carriers difficult to work withMust build relationships with all app stores for featuring
Localization companies: LionbridgePublishing for mobile games – Yodo, IDreamsky
Choose which channels to spend your time onBuild relationshipsSpend money on promotionCarrier payment SDKsAppstore payment SDKs
Advertising $$Cross promotion/direct deals
AppFlood: A Game Developers Guide to Getting into China
A Game Developer’s Guide
(But Really China)
October 9, 2013
Who is PapayaMobile?
Social gaming network for Android with
127+ million users and 600+ games
Founded in 2008 with $22M raised through DCM and Keytone.
140 staff with offices in San Francisco, London and Beijing
More than 80% of users come from US and Europe
Popular games earn more than $1 million per year.
The only 100% transparent cross-
promotion platform for buying, selling
and exchanging mobile traffic.
If you’re not thinking about Asia…
Every major market in Asia is different
• You’ll need to pick your poison
• Largest = China
• Fastest Growing = India
• Most Advanced = Japan/Korea
Mobile gaming in China
to be worth $3.6 Billion
by end of 2017
Niko Partners, July 2012
China overtakes US in new activations
Flurry, Feb 2013
I get it – it’s big, it’s
important, I want in. What
do I need to know?
China is unique in several ways
So what are the key things you need to do?
• Localize your game
• Get your app into and featured in appstore
• Figure out a UA strategy
• A payment method for your IAP
• “Culturalization” is important
• Chinese language voiceover
• Chinese locations and references
• China hosted servers!
• Reduced filesize
• Lots of pirated downloads = large installed user
base with update.
Wireless Appstores Are Not The Biggest Game in
………OEM and Carrier relationships also matter
BUT…The biggest bang for your
Distribution Partners – there’s
only two that matter:
• Press matters, as in the US
– It’s not Twitter, it’s Weibo
– It’s not What’sApp, it’s WeChat
• Pay to play in some stores = getting featured
• Cross promotion with established players
• Marketing budgets for advertising = know your
– It’s not Flurry, it’s Umeng
So Can it Work? YES!
• Yodo1’s Ski Safari
• From 35k downloads in 8 months, to 8.2 MILLION (iOS +
Android) in 3 months via:
• Light localization
• Local ad networks
• Android distribution
• Plants V. Zombies China
• Candy Crush China – known to pay up to $5 an install
for iPad users.
GM North America
• 2.6MM pirated downloads upgraded to legitimate
• Minimum of 1.4MM incremental downloads
Lots of happy gamers…and the
beginning of a partner’s China