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The Western Games That
Conquered China

Henry Fong
CEO & Founder, Yodo1, Ltd.
Email: info@yodo1.com
Twitter: @Yodo1
Key Takeaways From Today’s Session:

●   Why Chinese Localization is No Longer Enough

● The Concept of “Deep Culturalization” to Create Games
that Play, Distribute and Monetize better in China

● Examples from a Deeply Culturalized Game that have
Conquered the China Market with Before/After Performance
Comparisons
Challenges for Western Games Studios…

                Monetization & Payment                 Discovery & Distribution




                                             Social
                                            & Mobile
                                             Games




                  IP and Brand Protection                 Cultural Adaptation

Reclaim user base from unauthorized &                     Cultural adaptation requires market
pirated versions of your game                             insight, not just language translation

                                                                       Confidential. © YODO1. All rights reserved.
Deep Culturalization:        Transforming into AAA Chinese Productions

           Alpha Zero
            零号战机




 Re-scripted Storyline
 Prof. Chinese Voice Overs
 Full Cinematic Cut-Scenes
Local SNS
     Integrating the Largest China Social Networks Reaching close to 1B registered users.




 700M+ users




                     300M+ users




                                                                        Hero Academy SNS Integration:
500M users                                                              Invite friends to a match
                                                                        Find friends who are also playing
                                                                        Share achievements with their friends
Other Gotchas: China Hosted Servers




                 Traversing the Great FireWall
Monetization
Monetizing a broader demographic by using Banner Ads,
offer walls and other Free 2 Play mechanics




 Ski Safari: users
 can get more
 coin packs by
 using offer wall

                                            Townsmen: users can get more prestige
Monetization
Enhance revenue with well-designed ad injections Without Impacting Gameplay… Too Much




                                                       China Ad Network Partners:




           Enable users to turn off ads when virtual
           currency above a certain $ is purchased
New Content
Sustain downloads and retention with on-going original content update targeted at
Chinese gamers.




    Hero Academy: New hero team and tutorials    Clouds & Sheep: Original challenge mode mini-games
Player Communities
Pulls every player into gaming community WITHOUT ever leaving the game, increasing
the social impact of the game with a community of Chinese players




    In-game user community, share tactic, screenshots and ask questions all in the game
Western Games That Conquer China…

Increase          But Player CommunityDo Chinese
                   In-Game How
Retention
                                    Gamers
                  Discover, Download
New Content        Sustain downloads with on-going original content
Update


Monetization
                  and Pay for my Kick-
                   IAPs, Banner Ads, Offeralls
                              Ass Game?
China SNS
Integration

Deep
                    Not Just Translation, Deep Culturalization,
Culturalization
                                                                      Confidential. © YODO1. All rights reserved.
Android Distribution   Making Sense of China Mobile Game Distribution
in the West
Conquering China’s Discovery & Distribution Chaos
DISCOVERY        DISTRIBUTION     PAYMENT
                 (Downloads)
App Stores


                                   App Stores

Ad
                  Preloads
Networks




Media




Recommendation
Sites/Apps
Case Study: Ski Safari
35,000
  Downloads in
  8 months
  $69/Day




Original Version
Light Localization




                                           Deep Culturalization




                            Light
                       Culturalization




                                           SNS Integration        Cross Network
                                                                     Promotions

Original Version   Yodo1’s China Edition
Local Ad Networks




                          Local
                       Ad Networks
  17,000
  Downloads
  $75/Day
                           Light
                        Localization       Local Offerwall




                                                               Banner Ads



Original Version   Yodo1’s China Edition
Android Distribution & Payment
                                           1-click carrier billing



                          Android
                        Distribution


                                           Feature spots on 20 top android app stores
                          Local
                       Ad Networks
  17,000
  Downloads
  $75/Day
                           Light
                        Localization




Original Version   Yodo1’s China Edition
New China Content
                        New China
                         Content



                          Android
                        Distribution



                          Local
                       Ad Networks
  17,000
  Downloads
  $75/Day
                           Light
                        Localization




Original Version   Yodo1’s China Edition
The Result:
                        New China
                         Content
                                            Total Active Users


                                                         7,000,000
                          Android
                        Distribution
                                                                    (3 Mths)
                                                                               225X
                          Local
                                                         1,200,000  (1 Mth)    Increase
  35,000               Ad Networks
  Downloads in
  8 months
  $69/Day
                                            Average Daily Revenue
                           Light

                                                         $7,800 USD
                                                                               220X
                        Localization




                                                         $7,500 USD            Increase

Original Version   Yodo1’s China Edition
Additional Resources:
●   http://www.yodo1.com/china-mobile-game-news
Thank You

Henry Fong
CEO & Founder, Yodo1, Ltd.
Email: info@yodo1.com
Twitter: @Yodo1

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How to publish Western smartphone games in China -- GDC talk from Yodo1.com

  • 1. The Western Games That Conquered China Henry Fong CEO & Founder, Yodo1, Ltd. Email: info@yodo1.com Twitter: @Yodo1
  • 2. Key Takeaways From Today’s Session: ● Why Chinese Localization is No Longer Enough ● The Concept of “Deep Culturalization” to Create Games that Play, Distribute and Monetize better in China ● Examples from a Deeply Culturalized Game that have Conquered the China Market with Before/After Performance Comparisons
  • 3. Challenges for Western Games Studios… Monetization & Payment Discovery & Distribution Social & Mobile Games IP and Brand Protection Cultural Adaptation Reclaim user base from unauthorized & Cultural adaptation requires market pirated versions of your game insight, not just language translation Confidential. © YODO1. All rights reserved.
  • 4. Deep Culturalization: Transforming into AAA Chinese Productions Alpha Zero 零号战机 Re-scripted Storyline Prof. Chinese Voice Overs Full Cinematic Cut-Scenes
  • 5. Local SNS Integrating the Largest China Social Networks Reaching close to 1B registered users. 700M+ users 300M+ users Hero Academy SNS Integration: 500M users Invite friends to a match Find friends who are also playing Share achievements with their friends
  • 6. Other Gotchas: China Hosted Servers Traversing the Great FireWall
  • 7. Monetization Monetizing a broader demographic by using Banner Ads, offer walls and other Free 2 Play mechanics Ski Safari: users can get more coin packs by using offer wall Townsmen: users can get more prestige
  • 8. Monetization Enhance revenue with well-designed ad injections Without Impacting Gameplay… Too Much China Ad Network Partners: Enable users to turn off ads when virtual currency above a certain $ is purchased
  • 9. New Content Sustain downloads and retention with on-going original content update targeted at Chinese gamers. Hero Academy: New hero team and tutorials Clouds & Sheep: Original challenge mode mini-games
  • 10. Player Communities Pulls every player into gaming community WITHOUT ever leaving the game, increasing the social impact of the game with a community of Chinese players In-game user community, share tactic, screenshots and ask questions all in the game
  • 11. Western Games That Conquer China… Increase But Player CommunityDo Chinese In-Game How Retention Gamers Discover, Download New Content Sustain downloads with on-going original content Update Monetization and Pay for my Kick- IAPs, Banner Ads, Offeralls Ass Game? China SNS Integration Deep Not Just Translation, Deep Culturalization, Culturalization Confidential. © YODO1. All rights reserved.
  • 12. Android Distribution Making Sense of China Mobile Game Distribution in the West
  • 13. Conquering China’s Discovery & Distribution Chaos DISCOVERY DISTRIBUTION PAYMENT (Downloads) App Stores App Stores Ad Preloads Networks Media Recommendation Sites/Apps
  • 14. Case Study: Ski Safari
  • 15. 35,000 Downloads in 8 months $69/Day Original Version
  • 16. Light Localization Deep Culturalization Light Culturalization SNS Integration Cross Network Promotions Original Version Yodo1’s China Edition
  • 17. Local Ad Networks Local Ad Networks 17,000 Downloads $75/Day Light Localization Local Offerwall Banner Ads Original Version Yodo1’s China Edition
  • 18. Android Distribution & Payment 1-click carrier billing Android Distribution Feature spots on 20 top android app stores Local Ad Networks 17,000 Downloads $75/Day Light Localization Original Version Yodo1’s China Edition
  • 19. New China Content New China Content Android Distribution Local Ad Networks 17,000 Downloads $75/Day Light Localization Original Version Yodo1’s China Edition
  • 20. The Result: New China Content Total Active Users 7,000,000 Android Distribution (3 Mths) 225X Local 1,200,000 (1 Mth) Increase 35,000 Ad Networks Downloads in 8 months $69/Day Average Daily Revenue Light $7,800 USD 220X Localization $7,500 USD Increase Original Version Yodo1’s China Edition
  • 21. Additional Resources: ● http://www.yodo1.com/china-mobile-game-news
  • 22. Thank You Henry Fong CEO & Founder, Yodo1, Ltd. Email: info@yodo1.com Twitter: @Yodo1

Editor's Notes

  1. These are all broken in CHina
  2. These are all broken in CHina
  3. Clouds and Sheep Mini Games Hero AcademyJiangHu Team new content
  4. SDK – Design this home
  5. These are all broken in CHina