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Mobile Trends and User Acquisition
Strategies in Japan and Korea
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
hello@adways.it
www.partytrack.it
Successful self-publish in Asia
is possible
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
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
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
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
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
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
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)
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
hello@adways.it
www.partytrack.it
Why incent?
User Acquisition in Asia
Ranking hurdle
Apple policing
Consumer Demand
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
hello@adways.it
www.partytrack.it
THANK YOU!!!
@Asakayza
ken@adways.it

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