Mobile Game Asia 2015 Bangkok: Global Opportunity on Google Play
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Presented at Mobile Game Asia 2015 Bangkok Hirotaka Yoshitsugu, Head of Google Play Apps Japan, Google Connect with us: http://gmgc.info/en
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Mobile Game Asia 2015 Bangkok: Global Opportunity on Google Play
- 1. Google Confidential and Proprietary Global Opportunity on Google Play Hirotaka Yoshi tsugu Head of GooglePlay Apps & Games Business Development, Japan
- 2. Google Confidential and Proprietary Android & Google Play Momentum
- 3. Google Confidential and Proprietary 62% of the world’s tablets run Android 78% of the world’s smartphones run Android Android iOS Other 78.5% 4.1% 17.4% 38% 62% Android Other
- 4. Google Confidential and Proprietary 1B 1 Billion active devices
- 5. Google Confidential and Proprietary Countries where you can distribute your apps and games Countries where you can sell your apps and games130+ 190+ Global reach for developers
- 6. Google Confidential and Proprietary Largest install bases Fastest growing install bases Largest revenue markets
- 7. Google Confidential and Proprietary More payment options in more countries
- 8. Google Confidential and Proprietary $5,000,000,000
- 9. Google Confidential and Proprietary How to take the global stage?
- 10. Google Confidential and Proprietary 1. Understand global audience
- 11. Google Confidential and Proprietary Icons & Title Local tastes Source: World Soccer Collection, PES Manager (Konami) World Soccer Collec (JP ver) PES Manager (Global EN Ver)
- 12. Google Confidential and Proprietary Screenshots Localize
- 13. Google Confidential and Proprietary Screenshots Local tastes
- 14. Google Confidential and Proprietary Complex menus Simpler & prominent
- 15. Google Confidential and Proprietary 0.99 4.99 9.99 19.99 ¥100 ¥500 ¥1,000 ¥2,000 1,000₩ 5,000₩ 10,000₩ 20,000₩v $0.99 $4.99 $9.99 $19.99 Pricing Make them right
- 16. Google Confidential and Proprietary Sales for apps with localized listings Localize your prices and listings 2x Sales in Japan for apps with precise local pricing6x
- 17. Google Confidential and Proprietary Localize Business Models Advertisement Subscriptions In-app purchases
- 18. Google Confidential and Proprietary 2. Focus on Quality
- 19. Google Confidential and Proprietary Highly rated apps generate significantly more sales 2–2.9 Stars 3–3.9 Stars 4–5 Stars 1–1.9 Stars
- 20. Google Confidential and Proprietary Follow Guidelines Know the basics Core App Quality = Android Guidelines Provide the best user experience Example: ● Android Back button ● Iconography ● User Permissions ● Target SDK ver, and more!
- 21. Google Confidential and Proprietary Improve quality with beta testing and staged rollouts Alpha Staged Rollout Full Rollout Beta
- 22. Google Confidential and Proprietary 3. Capture emerging opportunities
- 23. Google Confidential and Proprietary
- 24. Google Confidential and Proprietary Closing
- 25. Google Confidential and Proprietary Think beyond familiar markets Localize your business models, prices, languages, and the app experience itself Continue to focus on quality and other form factors like Android TV & Android Wear
- 26. Google Confidential and Proprietary Thank You!
Editor's Notes
- Hello, everyone. My name is Yoshi, working in Google Play Business development team , and based inTokyo. Today, I’d like to talk about the business opportunity you can take through Android and Google Play as a global platform and share some of the best practices that is important for developers to take the global stage.
- To begin with, I’d like to share a few thoughts on the state of Android and Google Play globally and the amazing momentum we’ve been seeing recently.
- First of all, as all of you know, Android is incredibly popular. It’s great to see the platform grow from the early days in 2008 when we launched the original G1 Android device to just thousands of users. Just 6 short years later, Android is the most popular mobile computing platform in the world, accounting for 3 out of every 4 smartphones. More recently, we’ve seen tremendous momentum on tablets, and Android is now the most popular tablet OS in the world as well, accounting for 3 out of every 5 tablets.
- But the Android opportunity is not just about market share. The aggregate size of the Android device base has grown dramatically over the past few years, and continues to increase in velocity. This year, Android crossed an amazing threshold, with over 1 BILLION active devices around the world, which is incredible, isn’t it.
- So, then, how can developers take advantage of this fast-growing mobile OS platform? For Android users, we are offering Google Play as a best destination of content discovery. Through this store, Android app developers can distribute their apps and games to over 190 countries and can even sell their app contents in over 130 countries. Developers can now reach out to global audience much easier than ever before.
- So, where in the world Google Play is growing? The countries filled in blue are big in terms of install bases and the pink triangle mark indicate where we are observing fastest growth. And, the dollar mark indicates big markets in terms of revenue. The US, Russia, India, and Southeast Asia are markets with the largest install bases for apps and games and are still growing. Revenue wise, Korea, Japan, and the US is currently the largest markets. EMEA is growing extremely fast also; Germany, UK and France leading the growth.
- Here on Google Play, we provide the commerce platform for Android, and we’ve also been heavily invested in making a great payments experience globally. Today, two-thirds of Google Play purchases happen outside of the United States, with international sales continuing to climb. We’re hoping to fuel this momentum by making Google Play payments easier and more convenient for people around the world. A few months ago, we launched PayPal support, and now have PayPal live in 12 countries. Carrier billing—which lets people charge purchases in Google Play directly to their phone bill—continues to be a popular way to pay, and so we continue to expand coverage. Today we have direct carrier billing in 25 countries, and almost half of all Google Play users have this option when making their purchases. We’ve also been hard at work launching gift cards around the world. We now have gift cards for sale in 18 countries.
- And I’m happy to say that the growth of Android and Google Play is paying off for developers. Google Play is a huge opportunity for app developers today. We’ve paid out more than $5 BILLION to developers. And this number is 2 and a half times larger than the previous year.
- Android is big and opportunity is global. Then, the question will be: what you have to do to take the most out this global platform?
- First rule is “understanding the global audience”. As you know, people have different culture and lifestyle in each country, which causes a big influence on user behavior. For example, in Japan, the adoption rate of tablet is much lower than that in US. One of the reasons is the difference in lifestyle. In Asian countries where people are more relying on public transportation services such as train, bus and subway, people tends to prefer phones to tablets because it is much easier to use on the move. On the other hand, in the western region where people are relying more on car, people tend to use their mobile devices when they are not on the move. In the US, mobile devices are used mostly at home, on your couch after dinner. Tablets with larger screen fits more in this lifestyle. Likewise, the type of contents users prefer is often different in different countries so that localization and culturalization is a key for the success.
- This is an example of different icons and titles by region. Konami’s “World Soccer Collection” is a great example of this practice. The upper side is the original icon for Japan, featuring “Keisuke Honda” the most popular Japanese pro soccer player. When they decided to bring it to non-JP countries, they decided not to use Honda as a main character and even changed the app title by using PES brand which has been internationally popular console soccer game brand of Konami though basic game engine was the same. The global ver of this game became very successful in English speaking countries but I believe the result was different if they kept the original app icon and title for global ver.
- It is also very important to localize your screenshots. Users, especially in APAC do not like unlocalized assets, getting them to move away from the apps detail page. These are screenshots of a trends curation app called Vingle; they did a great job in actually having localized screenshots across different regions.
- These are screenshots of popular C2C commerce app in Japan, called “Mercari”. Based on different user preference between Japan and US, they are taking different design approach for screenshots. As you can see, US ver is more calm and simple, focusing on UI design and functionality while JP ver focuses more on promo language with distinct fonts and style.
- You will also need to know what UI/UX users enjoy. In JP for example, there is a lot information crammed into one screen. However, contents that are popular in the west has a much more simpler UI which is straightforward. Also, as mentioned in a previous slide, Japanese users tends to prefer games with portrait view compared with landscape view as it is much easier for users to play with one hand while they are on move. Having the correct UI design for the target market will be a very important aspect in keeping the users from leaving once they install your app/game.
- Also, having right pricing is also very important. For example, the price usually ends up with 9 in western markets but it is 0 for Asian markets such as JP and KR. I know it sounds like a very tiny stuff but whether you can take care of this small part or not makes a big difference at the end. Let me tell you why.
- According to our internal analysis, sales in Japan for apps with precise local pricing rule tends to be 2 times higher than apps that does not follow the local rule, which is a big difference indeed. Furthermore, I talked a lot about localization of store listings but sales for apps with localized listings also tends to generate 6 times larger rev compared with the apps that don’t do any localization. This data clearly shows the importance of localization. If you are serious about going global, this is a must-do thing for your business.
- Localization is not only about language, design and pricing. Even your business model can be localized based on your user preference and market situation. For example, countries like US and Japan where we have full sets of forms of payments and high GDP, in-app purchase and subscriptions work well but there are still some regions where users are not fully ready to pay for digital contents for some reasons such as the limited number of FOPs. In this case, advertisement model becomes another choice of monetization. Keep listening to your audience and make a relevant change for them is the key of the success.
- Another important factor of finding a success on Google Play is “QUALITY” of your app. Let me explain why.
- You know that your users care about quality. They’re also willing to pay for quality. Here’s an interesting data – your revenue dramatically increases with each additional star you gain in your ratings. For example, apps with 4-5 star ratings tends to earn 4 times larger rev than 3 star apps. Please note that this is a global trend. You need to ensure your app quality is good to win in the global market.
- Then, what the quality of apps means here? How can I improve the quality of my apps? To answer this question, we’ve made a guideline for app developers called “Core App Quality Guideline”. This document helps you assess basic aspects of quality in your app through a compact set of core app quality criteria. It covers from Iconography, user permissions, recommended target SDK ver and basically everything you need to know when you build a quality Android apps. This is a very important document for all Android developers. If you are a developer and have never gone through this document, please visit <developer.android.com> and learn what makes your app better in quality.
- One of the tips to keep your ratings high is the use of Beta testing & staged rollout. Over 1/3 of top apps use beta testing and the feedback from them are very positive. By using these, you can collect feedback about your beta apps from limited sets of trusted users and fix the critical bugs before hitting the entire market. Now over 80k apps are using beta testing, average rating 4.2 stars, which is pretty good. Users are very severe today, especially any critical bugs that affects usability can results in serious decrease in user ratings. So please take advantage of Beta testing & staged rollout to ensure the smooth launch and updates.
- 3rd and the last one you need to be aware of is an emerging opportunities: the wave of multi-screen.
- Starting from phones to tablets, going to TVs to wearables to cars, Android is expanding. There are green field opportunities across the new device types. This is a great time to think about how you can expand your app, or build a new one, to take advantage of this new wave of devices. I understand that these new things come to the US first and it takes sometime to be available in Asian markets like Vietnam. However, as mentioned earlier, your audience is already global and no one stops you if you want to build an app for, for example, TV or wear users in US. New opportunity is right here. I’m really excited to see your creativity comes to these emerging areas.
- Time to sum up.
- Today, I’ve talked about global opportunity on Google Play and shared 4 points that we think important to take the global stage. Understand global audience and think beyond familiar markets Localize your app content, listings, pricing and even business model when it makes sense. Continue focusing on quality And, think about other form factors like TV and Wearables as an emerging opportunity
- Thank you