Mobile Marketing Research for the Japanese Market

Appsasia Monthly Report [JUNE 2014]

2
Appsasia Market Research
1.  Japanese Market Overview
2.  Japanese Market Research
3.  Japanese Major Media Infographic
4.  Introduction to the Japanese Channels
Appsasia Monthly Report
Global App Marketing Agency

Japanese sales are matchless on the android market, bigger than the American and Korean market all together.
The American market is the Japanese equivalent for iOS. As the market was expanding, the variety and cost of adver
tising media (TV Commercial...) increasing too, bringing more attention to it.
■ Why is the Japanese mobile market attractive?= It is the largest market in the world.
0
20
40
60
80
100
120
140
160
180
Millions
Top seller by country chart
(Based on Apr. 2014 Sales)
3rd ra
nk
China
3rd ra
nk
Korea
2nd ra
nk
USA
1st ran
k
Japan
2nd ra
nk
Japan
Canada
Australia
UK
+
+
1st ran
k
USA
1. Japanese Market OVERVIEW

■ Japanese games market analysis
Implication Considering Line marketing platform(Line Coin), aligned to the variety of devices
ARPU forecast $ 2.87
Google market
size
$ 1.7M/month
iOS market s
ize
$ 1.2M/month
Localization Strong need
Most popular g
ame
Puzzle & Dragon, Line Pokopang, etc.
Japanese market download and sales forecast
Source : second half of 2013/ ARPU’s market size and forecast for Free app and IAP Grossing reference (paid apps excluded)
•  Puzzle, Casual and TCG, from light games to RPGs
•  Sony, Sharp, Fujitsu requiring device testing
•  Japanese consumers are sensitive to the brand image and
CS
Japanese Google / iOS Top 50 genre and features analysis
Localization
Japan Other
90 % 10 %
Google Japan / iOS Top 50 analyzed by genre
2. Japanese Market Research

(SNS/Blog/Publisher/Video/Market)
3. Infographic of Japanese major media
Since the Japanese game market is the biggest in the world, various mobile advertise platform has developed
There is also local media which we can not see in any country

LINE
54%Mixi
29%
mixi
22%
■ Japanese Channels SNS
4. Introduction to the Japanese Channels - SNS
4,800
2,100 2,070
1,300
383 270
LINE Facebook Twitter Mixi Mobage Gree
Japan SNS Active User
(Unit: 10 000)
All
Users
Mobile
Users
SNS Usage Analysis
(Source: ICT Research)
In Japan, one of the user SNS platform (mobil
e). Nov. 2013 , the number of users surpassed
300 millions worldwide and 48 millions in Jap
an. Line FREECOIN (CPI), provides videos and
ads. Increase CPI brought attention to Japane
se media.
Standard Japanese SNS : LINE
Japan's largest social networking service. First
noticed in the Japanese version of ‘Cyworld
’, expanding its service area with the recentl
y released "Monster Strike”over taking "puzz
le and dragon”on the Japanese market in the
Appstore.
Standard Japanese SNS : Mixi
Source: http://www.hivelocity.co.jp/blog/27329

4. Introduction to the Japanese Channels – pre-register
■ Japanese pre-register system?
Lobi
ICHI
HAYA
Average ac
quisition
OS AndroidiOS
On the Japanese market, low-quality applications and account deletions boosts the CPI. While advertising sees its li
mit, the number of pre-registrations made via Twitter for example, is gradually increasing, showing better results in
terms of acquisition quality. Pre-register services represents an important tool of promotion.
** Circles size following the data/ OS proportion shown
Game
Gifts
Rocket Start
Pre-
register
TOP10
Booking numbers, the nature of the content
and its quality conversion rates differs depen
ding on the nature of the game. The type of
platform must also be taken in count.
Regular
29%
[TOP100 new games sales]
Pre-order takes over a large part
Pre-register
71%

51M
37M
It is a trend which influence of on mobile and web video gradually increase in global m
arket. Therefore video Ads are getting more importance. Particularly in mobile games.
NIWANGO is the biggest site operator for Vid
eo UCC. One of the best feature allows users
to directly comment on the video screen(real
time comment). Over 37M people registered o
n Nico-Nico in 2013. With about 800M videos
played over 1year.
Representative video site Nico-Nico
100
65 57
47
Media influnces by types
Standard TV Commercial (100)
TV
Mobile
Video
PC
Banner
Mobile
Banner100M PV/monthly
Average time of use102.7mi
n/per day
Average comments 1M
YouTube
49%
Market
share
Comparison of Active Users
4. Introduction to the Japanese Channels – video

•  Organize all of the information freely combined in one page
•  Link, image, video, quote sentence etc.. All in one service
■ MATOME? ■ WIKI?
1200M PV/Monthly
•  The site the provides Game tips and MATOME
•  Depending on the privacy setting, it can be edited on
a singular or collaborative mode
•  This tool can be used to create News, Event and Members
directory related content
630M PV
4. Introduction to the Japanese Channels – MATOME/WIKI

Usinguniversalmobile
mediaadvertisingin
ordertoincreaseyour
reachtowardsthetarget
Review / CPI Progress
■ TV Commercial Strategy
In the case of popular Japanese games TV commercials are usually made. From this fact we can sort out two sorts of
mass marketing strategies.
Tvadvertisementsaremade
toreachnon-userswhenthe
mobilemediadidn’tcreate
therightexposure/branding
Standard mobile advertising TV Commercial
Marketing Outset
Starting with the TV CM
StrategyAStrategyB
Ifthecontentshasbrandidentityorboostfromthelaunching
•  Open the game with a mix of mobile media and launch TV CM
•  Introducing the application is a great way to use the broadcast
2
nd
wave
introducing the mobile application using the broadcast
4. Introduction to the Japanese Channels – TV Commercial

Subway AD
Truck AD
Outdoor Event
§  6.3M users<Tokyo Metro>
§  Digital, onboard, including a
regional ad display
§  Advertising all over the Subway in
Seoul
§  Mobile display advertising and AD
gathered along the route of the
target
§  Large signs and promotional videos
§  Subway and various outdoor events
§  Depending on the size and the
venue prices may be different
■ Other Off-line Marketing
4. Introduction to the Japanese Channels – Off-line Event

12
About appsasia
1.  Marketing Program
2.  Line Coin Official Agency, appsasia
3.  Facebook AD
4.  Reference
appsasia

13
Appsasia Marketing Program
From evaluating the suitability of target marketing to providing the know-how to successfully market
an app globally,Appsasia suggests overall guidelines from Media Mix to event ideas
—
and more.
■ Appsasia Marketing Program
Download Boom-up
m  Incentive Advertisement for
Ranking entry
- CPI/CPC/Platform (per country)
m  Non-Incentive AD for genuine users
-  Facebook/YouTube, etc.
Marketing for engaged users
MKT
Program
Local
Expert
Network
Game
Expert
MKT
Know-How
Other New / Special Media
m  The only agency of Line Free Coin
in South Korea
- Cover over 55 countries, Android/
app No.1 MIM
m  Specialized Marketing Channels
- Community Action /Video/ Event
Localization / Beta-Test
m  Market analysis and localization
- One-Stop Localizing Service
m  Target market Suitability testing
- Survey, Beta Test, etc. analysis
PR / Game Site
m  Pitching to top websites
Ex) 40 U.S. Game review sites,
over 100 news media sites
m  Direct connection to Game site &
app sites
- Local Promotion/ Events/ Review

14
Worldwide Users
300,000,000
Users in Japan
47,000,000+
Users in SEA
51,000,000+
Users in Spain
15,000,000+
JAPAN 47M / Worldwide 300M
Communication App
Launched Free Coin service
Since June 2013
Launched One Coin / Video Ad
Low incentivized CPI AD
(1 or 3 coin reward) High rate of retention
The biggest CPI media in Japan
Premium CPI ad media with a huge
number of users.
Line Coin Official Agency, Appsasia
Appsasia, as an agency of Line Coin, can organize Line Coin promotions to encourage down
loads. Line Coin has reached 300 million users around the world in the past year.
■ Appsasia Marketing Program

15
Facebook AD Case Study by appsasia
■ Facebook CPC by appsasia
Appsasia can produce effective and creative materials. With our exhaustive management includ
ing daily report and material test, campaigns drove high cost-effective ad result.
Image
A
Image
B
AD Copy A
AD Copy B
AD Copy C
AGE
Gender
Interest
Page
< Over 10 AD TEST before actual campaign >
< Young Creator’s brilliant AD Copy >
Appsasia Facebook ad management process
Minimize the trial and error
Produce 10 different ad options and use the most effective image
Detailed Oversight
Close monitoring including real-time response and daily report
Drive positive result
KPI for final CPI cost is $2.5 and close the campaign over costs.

16
Reference
Marketing
Start
U.S. AppStore Top Free #8

Japan App Store Top Free #1 / Gross #7
About 100 apps,
Successful marketed

[2012/2013] Over 40 apps,
U.S., Japan, China Marketing Project
Grossing
Rank #1
Download
Rank #1
50
150
200
250
Jul 29 Aug 5 Aug 12 Aug 19 Aug 26 Sep 2 Sep 92014
1
DL/Gross
Japan Market Top 10
for 60 days
Polaris Office
100
[2013] 7 apps,
U.S, Japan, SEA Marketing Project
[2012] Over 20 apps,
U.S., Japan, Beta Test Project
Appsasia,forlast3years,hassuccessfullyoverseentheglobalmarketingforover100appsinU.S.,Japan,Europe,C
hina,andSEA.AppsasiahasbeenselectedasanofficialagencyofKoreangovernment’ssupportingproject.
■ App Marketing References

■ Successfully completed Government business supporting
Nominate by MOIBA / KOCCA etc as Global marketing performer supporting business in globalization aims
MOIBA
§  USA, Japan, China
ü  2012~2013 MOIBA
KOCCA
§  USA, Japan
ü  2012 Mobile game Beta Test
Born2Global
§  Indonesia, Hong-kong, Taiwan
ü  2013~2014 B2G
Global marketing supporting
business
Global market Beta Test
supporting business
Specialized consultation
business for Born2Global
Reference

C o m p a n y & S e r v i c e s
Game Marketing Awards 2013

Mobile Marketing Research for the Japanese Market

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