This document discusses mobile trends and user acquisition strategies in Japan and South Korea. It provides an analysis of the mobile markets in both countries, noting that card battle games remain popular in Japan while casual games are dominant in South Korea. It also outlines user acquisition strategies for each market, highlighting the importance of incentivized install campaigns using rewards or currency given to users. A case study on a game called "Burn the Rope" shows how incentivized installs drove much higher initial download numbers compared to organic installs. The document is presented by Adways, a mobile marketing company with offices throughout Asia.