Which markets you should focus on in mobile gaming? Where is the highest LTV versus CPI. Based on Google data. Abstract from presentation from 7th edition of GameCamp
What monetisation trends can we see? Based on the data and predictions Which gaming genres are getting better in monetisation, which ones are getting more challenging? Abstract of presentation shown at 7th edition of GameCamp
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...GameCamp
GameAnalytics shares global gaming trends surfaced from the Benchmarks+ platform. Their analysis spans more than 88,000 games, 150 million transactions, 1.2 billion players and 16 billion sessions on average each month - with performance insights dating back to 2016. Expect to learn the latest industry trends for core engagement and monetization KPIs like retention, session length, ARPPU and conversion across all major genres and sub-genres, now including aggregated insights for the top 5%, 10%, and 20% of market performance. This is one of the most detailed pieces of gaming analysis currently available for developers, studios and publishers of all shapes and sizes.
Growth trends in mobile gaming based on the dataGameCamp
What Growth trends can we see in different gaming genres and in different countries? How Organic and Paid is behaving in Growth? Based on the Google and industry data. Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...GameCamp
Session about experience of Creative Mobile in A/B testing game creatives on Google Play with their mobile title ZooCraft: Animal Family. Optimization Tips and Tricks for Early 2020 and ASO loop as they see in their company. Presentation delivered by Denis Larionov and Serg Kharchenko at 8th edition of GameCamp (www.gamecamp.io).
Enabling the growth of the game through performance marketing in 2020GameCamp
Every year performance marketing is changing and with it, growth strategies. This session covers in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation is be based on activities that Nordeus is doing to achieve such goals. Presentation delivered by Andrej Kugonic at 8th edition of GameCamp (www.GameCamp.io)
2018 in mobile gaming in retrospective based on AppsFlyer dataGameCamp
2018 in mobile gaming in retrospective. What can we expect in 2019 based on AppsFlyer data? Where did the money go? How are growing different game genres in terms of UA budgets? How budgets were shifting in different games categories? Where the cost of acquisition is going up and where it is going down?
LTV from Ads. Challenge and solution: Huuuge Games and Tap Tap Games exampleGameCamp
How to work with LTV measurement from ads? How to measure effectiveness of campaigns for games monetised via ads?Presentation based on Huuuge Games example and the system they built.
LTV measurement and multi-touch attributionGameCamp
Can multi touch attribution models help you increase the LTV of your campaigns? How should you split the credit for revenue generated by users who saw multiple ads? What is easy what is more difficult?
What monetisation trends can we see? Based on the data and predictions Which gaming genres are getting better in monetisation, which ones are getting more challenging? Abstract of presentation shown at 7th edition of GameCamp
Learnings and insights from Benchmarks+. Performance Insights for 1.2bn Month...GameCamp
GameAnalytics shares global gaming trends surfaced from the Benchmarks+ platform. Their analysis spans more than 88,000 games, 150 million transactions, 1.2 billion players and 16 billion sessions on average each month - with performance insights dating back to 2016. Expect to learn the latest industry trends for core engagement and monetization KPIs like retention, session length, ARPPU and conversion across all major genres and sub-genres, now including aggregated insights for the top 5%, 10%, and 20% of market performance. This is one of the most detailed pieces of gaming analysis currently available for developers, studios and publishers of all shapes and sizes.
Growth trends in mobile gaming based on the dataGameCamp
What Growth trends can we see in different gaming genres and in different countries? How Organic and Paid is behaving in Growth? Based on the Google and industry data. Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
How ASO Has Changed in 2019 and What’s Next. Our experience in creatives and ...GameCamp
Session about experience of Creative Mobile in A/B testing game creatives on Google Play with their mobile title ZooCraft: Animal Family. Optimization Tips and Tricks for Early 2020 and ASO loop as they see in their company. Presentation delivered by Denis Larionov and Serg Kharchenko at 8th edition of GameCamp (www.gamecamp.io).
Enabling the growth of the game through performance marketing in 2020GameCamp
Every year performance marketing is changing and with it, growth strategies. This session covers in this topic, at the beginning some of the general rules in today's market and how to grow a game profitably through performance marketing channels and what are the most important metrics to keep in mind. In the next part, we will connect those growth metrics with signals which can be given to the Product/Game teams to help make good decisions. Presentation is be based on activities that Nordeus is doing to achieve such goals. Presentation delivered by Andrej Kugonic at 8th edition of GameCamp (www.GameCamp.io)
2018 in mobile gaming in retrospective based on AppsFlyer dataGameCamp
2018 in mobile gaming in retrospective. What can we expect in 2019 based on AppsFlyer data? Where did the money go? How are growing different game genres in terms of UA budgets? How budgets were shifting in different games categories? Where the cost of acquisition is going up and where it is going down?
LTV from Ads. Challenge and solution: Huuuge Games and Tap Tap Games exampleGameCamp
How to work with LTV measurement from ads? How to measure effectiveness of campaigns for games monetised via ads?Presentation based on Huuuge Games example and the system they built.
LTV measurement and multi-touch attributionGameCamp
Can multi touch attribution models help you increase the LTV of your campaigns? How should you split the credit for revenue generated by users who saw multiple ads? What is easy what is more difficult?
Helping ASO and business results with good Vitals, device coverage and high q...GameCamp
What we learnt about Vitals based on hundreds of millions of downloads? How we work to decrease crashes, ANRs. Where we see stronger correlation between Vitals and business results, where we see lower? Presentation based on T-Bull mobile games.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.GameCamp
To have a sustainable, repeatable and balanced Acquisition Strategy you’ll need to think of it as system of compounding loops. And although the Paid Acquisition loop (UA) is crucial part of it, ignoring the Organic Acquisition loop (ASO) might mean the difference between a game that generates 7-figures or 8-figures revenue per year. Presentation based on examples and case studies. Presentation delivered by Erik Hegely, Head of Growth of Pixel Federation at 8th edition of GameCamp (www.GameCamp.io).
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
Advanced approach to Google Universal App campaigns.GameCamp
How to use Google Universal App campaigns for gaming users acquisition? What are tips and tricks that help you manage campaigns effectively? How to structure activities for different game genres?
How to start working with LTV measurement in mobile gaming? How to move to ad...GameCamp
LTV measurement is one of most important aspects of growth in mobile gaming. How to start working with it? How to start with basic scripts and then move to more advanced strategies, including advanced models
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?GameCamp
What changes do we see in hyper-casual space? What changes in user's behaviour, mechanics of games? In which countries it is dead already, in which countries is it booming?
User Acquisition focused on LTV on steroidsGameCamp
How to use statistics and ML for a better user acquisition (UA) with Feature Selection (FS) methodology. Is FS for me? How does it work, how to prepare and how can I benefit from it? Let's take look on examples of gaming companies that used Feature Selection (FS) for improve and scale their business.
How to use influencers to drive growth - case study of Fortnite mobile launch...GameCamp
What results can influencers drive effectively and where it's not enough? Should I do pre-rolls os dedicated videos? How to choose the right creators? Our top tips about cooperating with influencers to promote mobile version of Fortnite (Epic Games) across a dozen markets. Our view on the subject as an agency made of specialists from advertising and media industries.
A/B testing of ad monetisation based on experience from Outfit7 tests (9 billions+ downloads). Which aspects of ad monentisation are easier to test which ones are more difficult? How to look for hypothesis, ideas to test? Which points you should start A/B testing. Which ones require more resources, which ones require less. What kind of improvements can we expect?
Data driven automated actions AI and machine learningGameCamp
How to use AI and Machine learning in games in order to maximize every user potential and increase retention. Showing examples of fully automated tailored offers that increase IAP LTV and smart cross promotion.
Using (Free!) App Annie data to optimize your next gameEric Seufert
This presentation describes a framework for using the free data indexed by App Annie to make an informed decision about which audience segments represent the largest opportunities in the mobile marketplace.
Korean Market: small country, huge potential for gaming revenueGameCamp
Korean gaming market is one of biggest mobile gaming markets in the world. What you should know about Korean users to have strong Growth there? What is good to know about mobile gamers in Korea? Presentation based on research on Korean users and examples.
Using Data Science for Behavioural Game DesignGameCamp
In this talk, the speaker shows how data science and behavioral science can help to design better games, increase retention, and in-app purchases, and achieve viral growth. Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
Google recently upgraded all AdWords app install campaigns to Universal App campaigns (UAC), which presents opportunities and challenges for app marketers. In this webinar, we'll help you get more out of UAC by leveraging your own customer data and focusing on the goals that matter to your business.
Mobile games that scratch the humor itch. We create and publish humorous mobile games by partnering with world-renowned brands and top developers in their genre. This enables us to launch games cheaper with increased probability of becoming a Top 100 earners in the app stores.
Helping ASO and business results with good Vitals, device coverage and high q...GameCamp
What we learnt about Vitals based on hundreds of millions of downloads? How we work to decrease crashes, ANRs. Where we see stronger correlation between Vitals and business results, where we see lower? Presentation based on T-Bull mobile games.
Growth Strategies: Lower Your CPI by Implementing ASO into UA Workflow.GameCamp
To have a sustainable, repeatable and balanced Acquisition Strategy you’ll need to think of it as system of compounding loops. And although the Paid Acquisition loop (UA) is crucial part of it, ignoring the Organic Acquisition loop (ASO) might mean the difference between a game that generates 7-figures or 8-figures revenue per year. Presentation based on examples and case studies. Presentation delivered by Erik Hegely, Head of Growth of Pixel Federation at 8th edition of GameCamp (www.GameCamp.io).
Eric Seufert - GDC 2018 - Succeeding with Licensed IP for Mobile F2P GamesEric Seufert
Succeeding with Licensed IP for Mobile F2P Games
This presentation provides a framework for evaluating IP for use in mobile games. It also provides some guidance for negotiating IP licensing terms.
Advanced approach to Google Universal App campaigns.GameCamp
How to use Google Universal App campaigns for gaming users acquisition? What are tips and tricks that help you manage campaigns effectively? How to structure activities for different game genres?
How to start working with LTV measurement in mobile gaming? How to move to ad...GameCamp
LTV measurement is one of most important aspects of growth in mobile gaming. How to start working with it? How to start with basic scripts and then move to more advanced strategies, including advanced models
Hyper-casual 2.0. Is hyper-casual dead? What we can tell based on the data?GameCamp
What changes do we see in hyper-casual space? What changes in user's behaviour, mechanics of games? In which countries it is dead already, in which countries is it booming?
User Acquisition focused on LTV on steroidsGameCamp
How to use statistics and ML for a better user acquisition (UA) with Feature Selection (FS) methodology. Is FS for me? How does it work, how to prepare and how can I benefit from it? Let's take look on examples of gaming companies that used Feature Selection (FS) for improve and scale their business.
How to use influencers to drive growth - case study of Fortnite mobile launch...GameCamp
What results can influencers drive effectively and where it's not enough? Should I do pre-rolls os dedicated videos? How to choose the right creators? Our top tips about cooperating with influencers to promote mobile version of Fortnite (Epic Games) across a dozen markets. Our view on the subject as an agency made of specialists from advertising and media industries.
A/B testing of ad monetisation based on experience from Outfit7 tests (9 billions+ downloads). Which aspects of ad monentisation are easier to test which ones are more difficult? How to look for hypothesis, ideas to test? Which points you should start A/B testing. Which ones require more resources, which ones require less. What kind of improvements can we expect?
Data driven automated actions AI and machine learningGameCamp
How to use AI and Machine learning in games in order to maximize every user potential and increase retention. Showing examples of fully automated tailored offers that increase IAP LTV and smart cross promotion.
Using (Free!) App Annie data to optimize your next gameEric Seufert
This presentation describes a framework for using the free data indexed by App Annie to make an informed decision about which audience segments represent the largest opportunities in the mobile marketplace.
Korean Market: small country, huge potential for gaming revenueGameCamp
Korean gaming market is one of biggest mobile gaming markets in the world. What you should know about Korean users to have strong Growth there? What is good to know about mobile gamers in Korea? Presentation based on research on Korean users and examples.
Using Data Science for Behavioural Game DesignGameCamp
In this talk, the speaker shows how data science and behavioral science can help to design better games, increase retention, and in-app purchases, and achieve viral growth. Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
Google recently upgraded all AdWords app install campaigns to Universal App campaigns (UAC), which presents opportunities and challenges for app marketers. In this webinar, we'll help you get more out of UAC by leveraging your own customer data and focusing on the goals that matter to your business.
Mobile games that scratch the humor itch. We create and publish humorous mobile games by partnering with world-renowned brands and top developers in their genre. This enables us to launch games cheaper with increased probability of becoming a Top 100 earners in the app stores.
Learn about the main trends for the mobile games market in 2014!
Join our panel of experts:
- Peter Warman, CEO, Newzoo
- Jan Miczaika, COO, Wooga
- Tiuri van Agten, Data Analyst, Distimo
We will explore the trends for 2014 in 4 parts:
- General market trends
- Platform trends
- Regional trends
- General outlook: opportunities and challenges
A game publisher's marketing guide to the indian marketGreedyGame
Launching a new game on the Play Store for the Indian audience? Here's everything you need to know in order to strategise a successful monetisation strategy for your game.
Jayanda® at GAMES CONVENTION Business Talks: Localization pitfalls - what pub...OnLegends GmbH
Nowadays, internationalization is a key factor for success in the gaming field. And even though localizing your games in new languages can turn out to be quite a lucrative move, there are some points you should always consider when entering a new market. In other words, not taking the relevant issues into consideration can turn internationalization into a very costly and hardly profit-making affair. An introduction to the most common pitfalls.
Data & trends 2014 the digital games industry in review joost van dreunenMary Chan
Now, one year into the new console cycle, is a great moment to assess if and how the games market landscape has changed. The transition to digital has opened up new opportunities in the form of emerging markets, post-launch commercialization and licensing, But it has also created a lot of insecurity as game companies struggle with the rising cost of marketing and a growing influence of big publishers on the industry. In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead. As always, the audience will leave with a permanent +2 modifier on all Industry Intelligence rolls.
Intended audience & prerequisites: In this presentation we’ll take a look at the current games industry landscape, identify major trends for the coming year and take a first run at deciphering the early signs of what lies ahead.
Session takeaways: Attendees will receive a detailed overview of the current digital games market, key drivers and trends, and how this affects their business. The presentation contains extensive data and research on the games industry.
There were some game developers gathering in some places in Indonesia. This condition is an indicator of how big is Indonesian game market and how it supported by the Indonesian government. For game developers, revenue is our biggest reason in this industry. Start thinking about Native Ad Placement in Game will be the answer of gaining revenue.
How to Win at Global Marketing--A YetiZen Speaks EventSana Choudary
Marketing beyond your own region? What else is there to it besides localization, translation, local marketing spend? A lot. Especially lots your local competitors never have to think about but natually do well! Find the secrets to globalizing your message and growing outside your local market!
Practical approach to creative testing and creative optimisation at Google UA...GameCamp
Presentation delivered by Jussi Napuri from Rovio at one of GameCamp webinars (www.gamecamp.io) dedicated to topics of creative testing and creative optimisation.
During the session Jussi covered best practices they use at Rovio to optimise creatives on Google Ads + what to keep in mind. Additionally he will share what creative learnings they get from Google Ads to use elsewhere, and vice versa And finally how to approach ad groups and testing creative themes.
Creativity and science behind creative testing. creative testing framework an...GameCamp
Presentation of Claire Rozain (from Product Madness) delivered at one of GameCamp webinars dedicated to Creative testing and optimisation (www.gamecamp.io).
How to combine creative and data approach in creative testing? How to make it as the process and learning loop and not one-off? Presentation based on examples and learnings from different campaigns and traffic sources.
Blog of Claire Rozain: https://ClaireRozain.fr.
How to boost your ASO with data analytics?GameCamp
Presenation of Marek Pasieczny from Gamesture at ASO GameCamp webinar.
No matter if you optimize your paid or organic traffic, even simple data analysis is a must in today's world of App Store Optimization. The best conclusions come from the most creative approaches, i.e. those that allows you to save some time and make the right decisions. I'll give you 3 examples of ASO data analytics in practice.
8 Types of mobile game and app creatives you should tryGameCamp
Over that past three years, we have worked with around 80 apps and tested approximately 8,000 different videos. From this, we’ve been able to recognize and define the characteristics of certain types of concepts that frequently perform well. We have also seen these concepts work for specific app categories.
In this presentation, we would like to share our typology and discuss the game categories where we’ve seen these specific concepts perform particularly well. We hope this may help in building or improving the testing plan for your game and, as a consequence, achieve better results in UA.
Presentation done by Adam Turowski, Co-Founder of Miri Growth at GameCamp webinar: https://youtu.be/yg7aPWmyz2o?t=396
Building the BI system and analytics capabilities at the company based on Rea...GameCamp
Building the BI system and analytics capabilities at the company. How we built it and grew its capabilities?
How we developed our analytics capabilities? What was easy, what was more difficult. Preparation, process step by step. Presentation from GameCamp webinar: http://www.gamecamp.io/events/webinar-growing-measurement-capabilities-of-gaming-and-apps-company/
Developing an effective LTV model at the soft launch and keeping it valid fur...GameCamp
Whole way of developing and maintaining an LTV model for Crazy Panda game starting from the very rough extrapolation models at the soft launch to more accurate user-based Machine Learning models for mature products. Moreover, we will peek into the main obstacles on our way and how to overcome them. How is LTV calculation different for new games at soft launch phase vs mature products?
- Presentation run during on of GameCamp webinars; http://www.gamecamp.io/events/understanding-prediction-ltv/
- All GameCamp webinars: http://www.gamecamp.io/events/
Ad-hoc tasks in the Data Scientist team based on Outfit7 exampleGameCamp
Different types of ad hoc analyses that we are doing at Outfit7. How do we work on them? What tasks are we trying to automate, which ones staying manual? Presentation delivered by Sara Krk, Senior Data Scientist from Outfit7 at 8th edition of GameCamp
Driving profitability of Google App Campaigns in scale. What is easy, what is...GameCamp
Strategic and operational approach. Learnings taken from Huuuge Games campaigns. Which best practices I saw especially important, which ones can be skipped? Presentation delivered by Itay Milstein, Head of Growth from Huuuge Games at 8th edition of GameCamp (www.GameCamp.io).
Scaling UA activity - the challenges of growthGameCamp
What to look out for when trying to scale up the user acquisition. What metrics to choose, how to approach this topic, what to measure and how to decide if we are successful or not. Presentation run by Lukasz Kwiecien, Head of Marketing of Gamesture at 8th edition of GameCamp (www.GameCamp.io).
Facebook's and Social Creative Best Practice that worked for HuuugeGameCamp
Practical learnings from Huuuge Games' experience at Facebook creatives. What worked for us what did not. How Facebook creatives should be different than Google creatives? Presentation delivered at 8th edition of GameCamp (www.GameCamp.io).
In-app offers monetization from basics to advanced technics based on Crazy Pa...GameCamp
From simple user segmentation to a complex interconnected system, we will follow Crazy Panda`s progress in developing personalized monetization. The key message of the session is not only about when or who to show those offers to, but also about how to make them truly personal. Presentation delivered by Ivan Kozyev, Head of Analytics of Crazy Panda at 8th edition of GameCamp (www.GameCamp.io).
Building cost-effective mobile product & marketing app analytics based on GCP...GameCamp
Ever wondered whether it makes sense for your company to build your own app analytics stack? This session will feature a case study about us doing just that, using tools like Google Firebase, BigQuery, and Data Studio. Martin Jelinek guided the audience through the whole process, including the initial decision making (why we chose to build, what tools to use), execution (events and metrics definitions, implementation and testing, cost control), and a final evaluation of pros and cons of such an approach & our learnings. Presentation run by Martin Jelinek (www.appagent.co) at 8th edition of GameCamp (www.gamecamp.io)
How to create good BI for UA activities? How we did it at Pixel Federation? How we structure our systems and our teams? What we can say based on our experience? Presentation run by Michal Grno at 8th edition of GameCamp (www.gamecamp.io).
Big Problem, BigQuery: User Feature Engineering in Event-driven AnalyticsGameCamp
How to find best predictor of good LTV in a game (feature/event in a game) ? What is needed for good feature selection? How to construct and aggregate data well? How it can be used in practical way? Strategic and operational approach.
Optimising user acquisition through LTV predictionGameCamp
Have you ever burnt money on unprofitable UA? Was there an opportunity to scale that you missed? Identifying potentially long-term profitable campaigns as soon as possible using LTV prediction can double or triple profits of the mobile game. In this talk, we will look at how to effectively reallocate user acquisition investments early in campaigns’ lifetime using Machine Learning. We will shed light on some of the challenges game studios face when building a fully automatic LTV prediction pipeline for games with investment optimisation in mind.
Not so trivial lessons learned from launching mid-core games.GameCamp
Key points on understanding future marketing and analytics challenges when developing ideas for your future games. We analyzed 1000 games of different genres and extracted common types of how the key metrics of apps develop after worldwide launch. We analyzed only notable games with the 1st year sum of revenue + downloads more than 2M and compared their performance during their first year. Learnings from the analysis.
Ad LTV in mobile gaming: deep dive into industryGameCamp
What is the situation in Ad LTV right now, what is a good benchmark for mobile game today? Data based on analyzing unique and granular data collected over a period of months and based on billions of in-app ad impressions. What are good and bad best practices looking at games from many genres? What is must have and what is nice to have? What should be most important for smaller company, what should be the focus for bigger organisation?
Transit King case study - data driven design with its benefits and challenges.GameCamp
Working on a released free to play title creates a lot of design constraints. Sometimes constraints help to be more creative, but sometimes core elements need to be changed to move forward. In the case of Transit King, a big economy balance and design change had to be made to potentially increase KPIs and create more opportunities for its growth. In this talk we will speak about the process of identifying core problems based on data, evaluating risks and opportunities of potential design changes and see how big alteration in core elements of the game enhanced player retention by 30% and revenue by 40 %
Applying user path analysis to create user profiles and deepen understanding of the game audience. Using this analysis to influence player behaviour and improve product metrics.
Innovating classic genre as the way to create new value for gaming users. Cas...GameCamp
By combining the mechanics from different genres games can appeal to new audiences and provide a fresh experience to maintain or improve engagement. Genre mashing also opens up new possibilities for innovation and diversification in monetisation. What was our approach in development of Traffic Puzzle? What was the the biggest challenge, where was the biggest gain?
Innovating classic genre as the way to create new value for gaming users. Cas...
Growth markets in mobile gaming
1. Confidential & ProprietaryConfidential & Proprietary
Mobile Gaming
Growth Markets
Margaret Kuleta
Mobile Growth Manager - CEE, Google
Dominik Benger
International Growth Consultant - Tech & Apps CEE, Google
9. Proprietary + ConfidentialProprietary + Confidential
Example: Global Casual Games Market Trends
714,305
Total Number of Games
(2019)
14 Bn
Total Downloads in
Casual Games (Apr 2019)
$10.7 Bn
Global Revenue
1 Bn
Global DAU
Global Casual Games Total Revenue
(IAP vs. Ads Share)
$10.69B
Apr 2019 ARR
Data Source: Data from AppTopia, AppAnnie, and Google, and may deviate from reality; Casual Games are defined as AppTopia
Game Subcategory in ‘Casual’, ‘Casual Puzzle’, ‘Word’, ‘Chess’, ‘Puzzle’, ‘Board’
18. ● Regulation and government control over game approvals
● Fragmented app store market and hurdles to UA
● Barriers to entry make it a market only some choose to approach
Why is China tricky?
● Games in Chinese all around
● Setting up a local presence
Localization Pro Tips
● Undeniable strength and advantage of local companies
● Tencent and NetEase dominate the ranking charts
Chinese players
● RPG, Strategy, ActionTop 3 Genres
Gaming Industry in China
19. ● 1.3 billion population
● By 2020 KPCB estimated: 650M users online, 500M smartphone users
● 10+ GB /user/ month (already in 2019)
Widened availability
● Language mosaic/English
● Local pricing
● Culturalize Content
Localization Pro Tips
● Strong momentum on Google play and in # of new unique buyers
● Build “value” packs, starter packs - focus on first time payers
● Challenge: fraud
Ads > IAP monetization?
● Puzzle, action, and adventureTop 3 Genres
Gaming Industry in India
20. ● Japan is a $2.5bn apps market (Online & Offline)
● 95% on 4G (OpenSignal), 64% smartphone penetration (Nielsen), 58% downloads on iOS (AppAnnie)
● High user engagement (IAP, Time spent), but competition for eyeballs as TV still matters
Lucrative attention
● Language localization: perfect Japanese
● Price point: end with 0 (Not “99 JPY”, no decimal points)
Localization Pro Tips
● Gacha (ガチャ) is a very common monetization model in top grossing Japanese mobile
games with IAP. It is a virtual in-game lottery. Users can get rare in-game items randomly
based on certain probability by spending in-game currencies on Gacha.
Uncommon monetization
● RPG, Action, and PuzzleTop 3 Genres
Gaming Industry in Japan
21. ● #1 in Apps per user (40 vs. 36 JP, 33 US), #1 in Smartphone penetration (94%)
● Highest broadband penetration (97%), The fastest internet speed in the world (29 mbps)
● Small country in size - 100K square kilometers - but the 11th largest economy in the world
● 25 mil people (50% of the country’s population) live in the Greater Seoul area
Attention
● Language localization: Koran
● Price points: End in 000, 1,000KRW (~$1 USD), 2,000KRW (~$2 USD)
● Korean Games Rating Board (KGRB) - get a rating before you launch a game in Korea
Localization Pro Tips
● Korean Mobile Users’ Time Spent on Digital > TV (Linear)
● Advertisers’ Ad Spend on Digital Heavily Skewed to Mobile
● YouTube is Korea’s #1 Share of Time Spent App,
● with 82% Reach Among Online Population
Other Insights
● RPG! Strategy, ActionTop 3 Genres
Gaming Industry in South Korea
Hours Using Mobile Apps Weekly
US
6.3
5.6
13.4
8.5
7.5
UK KR CN JP
22. ● TW gamers are more open-minded to try new games, so developers from all country
origins have chances to succeed
● TW gamers are less loyal to specific games. Less than 3 games survived for more than
3 years till 2019 (JP/KR: 5~6+)
Fast-Changing
“Open-Minded” Gamers
● TW has good talents and potential to develop good social casino games given it’s the
global hub exporting slotting machines to oversea markets
● TW government has started to support start-up studios to grow its business
Localization Pro Tips
● TW gaming companies used to focus on publishing JP/KR/US/CN games in TW and SEA
● TW game publishers started to shift to game developing business with franchisee model
or studio collaboration model
Transformation from
Publisher to Developers
● TW is a strong RPG-driven market with deep impact from JP cultures
● Also on the podium: Strategy and Casino
● JP or JP-similar IP games have been very popular among Taiwan’s hardcore gamers
Top 3 Genres
Gaming Industry in Taiwan
23. ● UKI & NORDICS & NL: similarity to US, large % English speaking, high income
● DACH: target one - target all?, high income, large % of EU population
● Standalone: FR, IT, E (+ similar approach to Turkey): cheaper traffic with decent returns
The case(s) for Europe
● UK, IE, NO, SE, DK, FI, NL: respond well to English-only, even if device language differs
● DE, A,, CH: localization to German strongly preferred
● Standalone: FR, IT, E (+TR): converting to native languages often worthwhile
Localization Pro Tips
● Across mobile apps, subscription revenue on Google Play grew 10x within the last 3 years
● Push for and good results when integrating local/cultural themes and seasonal events
New Approaches
● Strategy in Germany, Manga in France, Casual in the UKTop Genres
Our Western Neighbours
25. Confidential & Proprietary
Engagement
72.4% of users prefer
their native language
Localized apps:
- 128% increase in
downloads
- 26% increase in
revenue
Discoverability
Local app store
teams are always on
the look for local
apps to feature on
their store
Experience
It’s also about building
your brand.
Localizing enhances
your brand by
showing that you
respect local users
and their cultural
diversity.
Why Localize?
27. ● Translations of Ads campaigns
● More than 190 language pairs available
● Source campaign does not have
to be in English
Localize your ads?
28. ● Consultation on local payment
methods and market insights
● Best practices on in house payment
management techniques and on
working with payment processors
● Hand picked Partners for you to work
with based on your needs
Localize your
payment methods?
29. Confidential + Proprietary
Finding the right geo based on volume * (LTV - UA cost),
as well as market, behavioral, and operational insights
US is #1 in overall installs and revenue,
but it may not be #1 for you, and is definitely not the only one!
APAC countries vary when it comes to market share
distribution, usage and preferences
EU: near vs. far, wealth (of languages)
Players in different regions care about different things
- incorporate catering to that to get the right attention!