China first: Growing hyper-casual games in Asian market
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Gismart’s Tamara Feiman looks into the hyper-casual games market in China and analyze what works, what doesn’t, and what one should keep in mind about the differences, big or small, between the Chinese and Western markets.
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China first: Growing hyper-casual games in Asian market
- 1. China first: Growing hyper-casual games in Asian market for &
- 2. ABOUT GISMART ✦ Two primary product areas: music entertainment apps and hyper-casual games ✦ 20+ products in the portfolio ✦ Offices in London and Minsk. Representatives in China and Japan ✦ Publishing and investment program LONDON MINSK
- 3. Top Free Charts -> Games -> Arcade •US store (iOS) •China store (iOS) •Japan store (iOS)
- 4. Mid & hard core mechanics
- 7. Local Giants
- 10. “Depends on in- game monetization, you might need ISBN or Software copyright”
- 11. “Hyper casual games now account for around 60% of game installs from the Apple App Store in China”
- 12. Huge market opportunity • The most playing country in the world • 252 mln iOS devices in China that equals to all amount of devices in US
- 13. CPI < LTV
- 14. More than blocks and balls are needed
- 15. Social verality Funny and a little bit odd Add the hooks for the social sharing (tik tok)
- 16. Retention Day 1-40% Day 7 By increasing your day7 by 1% your are getting 10 times more rather than increase the same amount in your day1 Low margins
- 17. Session length 3-5 minutes in average 1-2 in western
- 19. Monetization Besides, traditional to western markets types of advertising, you can consider adding other formats, in-app purchases and subscription.
- 20. Localization and Culturalization Simplified Chinise Use local speaker (NO Google translate) Do modifications to content
- 21. User Acquisition • “bullet comments” • Live action *One more thing: remember that your creative needs to be relatable, so make sure you choose the right actors for your target audience!
- 22. Thank you!
Editor's Notes
- (more than 76% of 200 top grossing games are RPG, while 53% is MMORPG and around 20% is Strategy) - Honor of Kings = Arena of Valor (western). Casual Arcade - 4%traditionally been dominated by core strategy and multiplayer RPGs,
- Art complexity
- In 2018 Tencent generated around 77.8 billion yuan revenue from mobile gaming alone.
- Because of Google ban that applies to its products incl, google play market and firebase that most of developers are using as an analytical tool. “Another challenge that some Android app developers might be facing in China is that software copyright and approval may be required if the developer is trying to launch Android apps with IAP (in-app purchases). There have been cases where an app without IAP was launched on China's Android Stores, but you will need a local partner who has very close relationships with those Android Stores to assist you.” More than 200 stores but Top-15 stores for coverage 95% To protect your IP SC
- In China, there are four key advertising channels to acquire app users, including Tencent, with its WeChat and QQ brands; Bytedance (TikTok and Toutiao); Alibaba; and Baidu, China’s answer to Google. Between them, they account for 77 per cent of time spent online in China, and most of their systems are in Chinese since they mostly serve local advertisers. They have not expected to serve western advertisers, so they have not developed English language versions of their systems.
- Android ISBN Software copyright iOS (still defined) Software copyright (for promotion) Ads only
- hyper casual games now account for around 60% of game installs from the Apple App Store in China Chinese players are also into hyper-casual
- To really engage: - personally relatable to what they see - Adjust the content accordingly
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