Fast pace: 5 steps to success in the West

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This document outlines 5 steps for non-Western game developers to achieve success in Western markets: 1) Set up a business overseas for tax and operational benefits, 2) Develop a product tailored for Western audiences through UX design and market research, 3) Localize the product for language and cultural differences to boost conversions by 70%, 4) Distribute through major app stores' centralized payment and tracking systems, and 5) Market effectively using the Western region's large media buying opportunities and lower fraudulent traffic.

Fast pace: 5 steps to
success in the West
Artur Grigorjan
Head of Marketing Growth
Playrix

Table of contents
About Playrix
Introduction
STEP1. Setup your business overseas
STEP2. Product
STEP3. Localization and Testing
STEP4. Distribution
STEP5. Marketing

About me
Artur Grigorjan
Head of Marketing Growth
Playrix
• 5 years in the mobile game industry
• Focus on digital media buying
• In-app monetization
• Offline media
• Licensing
• ASO
• Etc.

About Playrix
Location: Vologda, Russia
Staff: 450+
Titles: 10+
Grossing: TOP20
Privately held

About Playrix
Playrix is the leader among mobile game developers in the CIS region and
is ranked as a top-20 game publisher globally. Its top titles, Township,
Fishdom, and Gardenscapes, have consistently been in the Top 50
Grossing Games on the app stores and have a massive global audience,
including millions of players in China and Japan -- a rarity for any non-
Asian publisher.

Benefits
Local presence is a must…
Why do I need it?
Where to set up your business?
What are the benefits?

Location
Country Tax
conditions
Business
value
Traveling
convenience
Ease of
business
administration
Governmental
support
Ireland ! ✅✅ ✅✅✅ ✅ 🚫 ✅
Germany $ 🚫 ✅ ✅ ✅ 🚫
UK % 🚫 ✅✅ ✅ 🚫 🚫
Estonia & ✅✅✅ 🚫 🚫 ✅✅✅ ✅✅✅

Benefits
• Faster access to the western market
• Smoother regulations
• Financial stability and ease of bank transfers
• Smoother operations
• Convenient time zones
• Access to industry events
…and much more

Product
• Market research
• New product or a complete redesign
• Custom tailoring

Retention metrics
Average life cycle is
decreasing
dramatically

UI and UX
• Simple and minimalist interface
• Easy entry level
• High engagement from first
minutes of gameplay
• Adorable and cute comes in
handy…

Impact on performance
Localization Increases Conversion
by an Average of 70%

Testing and soft launching
Always conduct market tests before going live globally

Distribution
• Ease of distribution through 2 main channels:
Google Play and Apple AppStore
• Single payment solution for every platform
• Variety of tools and services to improve your
metrics
• Trackable installs across all digital channels

Marketing
• Fixed set of rules for every developer in the space
• High value markets allow to buy media at large scale
• Less fraudulent traffic sources
• Less VPN issues and out of targeting installs

Scaling your marketing efforts
• Wide selection of open pools of traffic, such as
exchanges
• Programmatic media buying
• High competition leads to better quality over time

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