Adinnovation. Inc: $hit Happens In Japan – Big titles in addition to Puzzle and Dragon
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- MonsterStrikes, JOJO, Shiro Neko Project, Ken to Mahou no Logress, etc - P&D dropped out from #1 - All titles on the rankings had already shifted to native apps (web view based apps that displays contents on browser are no more popular) - MMO RPG is gaining their steam recently - Gamed by non Japanese players had not been that popular but gradually it’s getting changed But localization and culturization are all required.
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Adinnovation. Inc: $hit Happens In Japan – Big titles in addition to Puzzle and Dragon
- 1. HIT HAPPENS - Big Titles In Addition To Puzzle & Dragons AYA YAMADA In Japan MANAGER OF OVERSEAS BUSINESS SECTION & MOSCOW OFFICE AT ADINNOVATION. INC. HTTP://ADINNOVATION.CO.JP/EN/
- 2. Mar, 2010 Established in Tokyo Jul, 2013 Raised $1.6 million USD Jan, 2014 Partnered with DAC Aug, 2014 Partnered with BumbleBee September, 2014 Opened our office in Moscow, Russia! Aug, 2013 Started app publishing business with Chinese gaming studio © 2014 Adinnovation Inc.
- 3. AYA JENNIFER YAMADA (АЮША) MANAGER OF OVERSEAS BUSINESS SECTION & MOSCOW OFFICE AT ADINNOVATION. INC Business Careers Apr, 2011 Rakuten, Inc. Web application engineer QA & localization lead for Kobo, Toronto-based eBook company Nov, 2013 Adinnovation, Inc. Representative of overseas business development Moved to Moscow in September 2014! © 2014 Adinnovation Inc.
- 4. May 15th 2014, the day Puzzle And Dragons dropped iPhone Android © 2014 Adinnovation Inc. Source: Corporative IR by mixi iPad Monster Strike Monster Strike VS.
- 5. Because of motivational In App Events on Monster Strike Kiwami Matsuri, ultimate festival which provides strongest characters with maximum HP 1000+. Special Gacha, limited lottery of characters. And the attack point of that character was maximized 1000+ . © 2014 Adinnovation Inc. © mixi
- 6. © 2014 Adinnovation Inc. © mixi Because of Ad Hoc Online Play on Monster Strike
- 7. Severe competition in Japanese market 29 million+ total downloads 15 million+ MAU © mixi 13 million+ total downloads 5.2 million+ MAU © 2014 Adinnovation Inc. © Gunho Online Entertainment Source: Corporative IR by Gunho and mixi + Adinnovation’s internal investigation
- 8. OVERVIEW OF RECENT TRENDS IN JAPAN Gaming Market Size In Japan © 2014 Adinnovation Inc. $9.6 $10.8 $3.0 $5.4 $12.0 $10.0 $8.0 $6.0 $4.0 $2.0 $0.0 2012 2013 All Games (incl. S & H) Smartphone Games (Billion USD) Consumer Games 2.5 Billion USD
- 9. OVERVIEW OF RECENT TRENDS IN JAPAN Sales Share of Smartphone in Japan (May – Jul, 2014) © 2014 Adinnovation Inc. Source: Press release by Kantar Japan 81% 70% 35% 19% 30% 65% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% NTT docomo au Softbank Android, etc. iOS
- 10. OVERVIEW OF RECENT TRENDS IN JAPAN © 2014 Adinnovation Inc. iPhone © AppDB
- 11. OVERVIEW OF RECENT TRENDS IN JAPAN © 2014 Adinnovation Inc. iPhone © AppDB
- 12. OVERVIEW OF RECENT TRENDS IN JAPAN © 2014 Adinnovation Inc.
- 13. OVERVIEW OF RECENT TRENDS IN JAPAN © 2014 Adinnovation Inc.
- 14. OVERVIEW OF RECENT TRENDS IN JAPAN Average AppStore Ranking of AVABEL Online (2014, iPhone) © 2014 Adinnovation Inc. © Asobimo 97.8 80.6 56.4 44.5 49.7 46.7 39.4 33.8 33.6 0 20 40 60 80 100 120 Jan Feb Mar Apr May Jun Jul Aug Sep
- 15. HOW DID NON JAPANESE DEVELOPERS PENETRATE INTO? © Supercell © King © 2014 Adinnovation Inc.
- 16. ALWAYS NEED BIG BUDGETS? © 2014 Adinnovation Inc.
- 17. ALWAYS NEED BIG BUDGETS? © 2014 Adinnovation Inc.
- 18. ALWAYS NEED BIG BUDGETS? © 2014 Adinnovation Inc.
- 19. Contact Us! info@adinnovation.jp http://adinnovation.co.jp/ http://www.linkedin.com/com pany/adinnovation-inc- Or follow me? Aya Jennifer Yamada (Аюша) aya.yamada@adinnovation.jp © 2014 Adinnovation Inc.
Editor's Notes
- доброе утро коллеги, меня зовут Ая, я работаю в японской компании Adinnovation.
- I’ve joined Adinnovation last year, as an overseas business representative of Overseas Business Development. So I will support anything relevant to marketing, ad-sales, app publishing in Japanese market, if you are going to Japan. I used to be an web application engineer and QA for eBook products in Rakuten, which is the Japanese e-commerce giant, since the acquisition of Kobo, Toronto-based ePublishing company.
- 一例として、P&Dと directly, face on face で勝負しているモンスト 2012年11月以降、約1年半にわたり『パズドラ』は首位を維持 『モンスターストライク』は5月15日から17日までの期間限定で新キャラを追加したガチャイベント「獣神祭」を開催しており、売上に寄与したものと考えられる。 7月と9月にもう一回あった。
- 一つ目の理由：イベント 最初からレベルマは育成の手間が省けていいかもな スタミナ使わなくても近所の人が募集するからそこにいくだけで手に入る レベリングぬるいよ ちゃんとやれば1日で進化前から進化後レベルマもいけなくもない
- 二つ目の理由：アドホック通信 LINEともキャラ提供などで協力
- Latest investigation by Adinnovation on Sept 2014 Sales: 80 mil usd /month （2.5 - 3.0 mil usd /day） Total DL: 13 mil times MAU(40％ of total) 5.2 mil ARPU $6.15 ARPPU $61.5 (if 10% paid) on total - based on MAU would be $98.4
- iPhone vs Android 2年縛り、SIMロックによるキャリア経由での端末購入
- 日本はAndroidとiOSの売上が同程度。今回はダウンロード数・売上規模ともに10位に入っているiOSのなかでも、シェアが圧倒的に大きいiPhoneのランキングをみていく。 RPG 19% Casual, Strategy and Card 10% each Action 7% Puzzle 6%
- 50位以内にもこれだけ入っている。 UIとかもかなり洋風になってきている。 パズル系、RPG系など多い。 「シミュレーション」カテゴリーのように売上チャートの順位が3位と高く、無料チャートの順位が21位と低いアプリは、「数少ないユーザーにたくさん課金している」ことが分かります。 一方で、「ツール」カテゴリーのように無料チャートの順位が1位と高く、売上チャートの順位が20位と低いアプリは、「ユーザー数が多いけれど、あまり課金していない」ことが分かります。
- ◆センスが理解できない（血まみれドバドバ bloodystainedとか） ◆難易度が高い (Japanese hard = normal in Europe & US) ◆翻訳がおかしい (Fontset, weird terms stepping out from its context, non-conceptual terms)
- ◆純粋にゲームの完成度が高い ◆定価並かそれ以上の価値を持つ ◆末永く楽しめる
- AVABEL Onine 最大で100人同時プレイ可能！PvP（対人戦）システム From 2001, 3G network has been installed in Tokyo at first and expanded its area all over the country, which was the earliest in the world. 4G LTE has been installed in 2010 by NTT Docomo, and the next year KDDI and Softbank, other top 2 carriers also started to provide it. All of them are available with ‘all-you-can-eat’ style, flat ratio for packets, with monthly subscription. Therefore, none of Japanese users and developers care about data usage, speed, traffic or anything relevant to the mobile network.
- As well known, Japanese gaming app developers also positively distributes TV commercials. Seeing the Top20 grossing ranking, only 5 titles do not use it for now. For now, means, no one would be surprised if those 5 also starts providing mass promotion soon, because some of them rapidly rated higher within this one month or using quite famous IP (Intellectual Property), which is promised here. 日本人は保守的なのでCMやランキングで権威づけしないと遊ばない
- 日本の広告額は世界2位。うち30%程度がインターネットに使われているというが、モバイルへの接触時間が長くなっている傾向から、よりわたしたちの産業への広告出稿額は増えてくるものと予想される。 またTVCM等で広告額が増えていることを考えると、20位以内に入るだけで億単位（10 millions of USD）の予算が必要。ここに食い込むようなmillions of USDの広告費が出せることは、そう多くない。 でも100位程度でもhundreds of thousands of USDの売上が出る（入れるほどのクオリティの高さと積極性、適切なメディアへの露出があれば）。 まずは100位以内に入ることを目指してはいかがでしょう？最近、日本のAppStoreのランキング100位~200位に入っている、日本以外のディベロッパーのゲームがこちら。
- 100 – 200 on the ranking may not be that attractive, but in this huge sized market, estimated sales would be 60 million JPY / 600,000 USD per month, for both AppStore as well as Google Play. To certainly maintain the status, Social Quantum makes full use of digital marketing, for example review media, listing ads, ad networks, and incentivized ads. 予測値 Grossing100位 650,000 USD（AppStore＋GP） 150位 250,000 USD 200位 80,000 USD 250位 30,000 USD 300位 10,000 USD
- ‘There are individual markets in addition to Google Play and App Store.’ the business model of carriers are changed dramatically in Japan by the increase of smartphone users. Now all carriers provides apps for smartphone with monthly subscription model in their individual market, with all-you-can-download-system. This is based on their history of selling digital contents from the feature phone era. So users can download apps via AppStore, Google Play in addition to the carriers’ market. From developers perspective, 一例としてスマパスを挙げると、全体収益を指標に従って分配するレベシェア。タイトルの出来によっては月あたり $10,000 になることも。
- 結論として今日お伝えしたいのは、100位から300位に入るために、数千USD程度の広告から初めてはどうか、という点。 でもADNW利用の場合、バナーを1か月程度で交換するのがヨーロッパでは主流だと思うが、日本では日ごとまたは数時間以内に変えることが多い。 そういう要望にも対応するローカルパートナーはあまり多くないかもしれない。だから、よいローカルパートナーを見つけてね。 お金で解決できない、今日みたいな情報を提供してくれて、短絡的に利益を追求するのではない、ほんとうにゲームが好きでマーケットを盛り上げるのが誰かって話