Samurai International is a Japanese startup that develops smartphone apps. Their CEO, Lui Okada, presented on the Japanese app market and how to promote apps in Japan. The Japanese smartphone market is growing rapidly, especially among urban youth. Popular app genres include social games using "gacha" systems where users pay for chances to win rare in-game items, and simple addictive games. Top social games generate millions of dollars per month through in-app purchases. Free games use advertisements and can earn over $10,000 per month with millions of players. The key to success is high rankings in the Japanese Android and iOS app stores through marketing and reviews.

1. JAPANESE
APP MARKET
THE STARTUP AND SAMURAI MEET UP IN VIETNAM

2. ABOUT ME
CEO of Samurai International Inc.
Real SAMURAI
2

3. SAMURAI INTERNATIONAL INC.
Founded: August 10, 2011
CEO: Lui Okada
Business Content: Smart Phone Apps Development
Stock Holder: Cyber Agent Ventures
Management Team
Prize: 1st rank 2 times
2 million downloads
3
Samurai International Inc.

4. AGENDA
• Samurai International
• Japanese Smart Phone Market
• Japanese App Market
• Social Game
• Simple Game
• Other Apps
• How to Promote App in Japan

5. JAPANESE SMART PHONE MARKET

6. SMART PHONE USERS IN JAPAN
The smart phone users grew by 4 million
in only 3 months. Android iPhone Microsoft Others
19.3M
0.8
15.1M
iPhone
0.9 6.6
iPhone
5.0
Android
Android 11.9
9.2
Nov.2011 Feb.2012
(ComScore 2012)

7. DEMOGRAPHICS
Urban and young people use.
Female users are increasing.
SEX AGE AREA
65 13- Kyushu,O Hokkaido,
55- Over, 4.4 17, 6.8% kinawa, 1 3.20% Tohoku, 5
64 , 8.6% % Shikoku, 1 1.80% .40%
.70%
18- Chugoku,
Femal 45- 3.90%
24 , 19.
e, 38. 54 , 12. 4%
50% 5% Kansai,
Kanto(T
Male, 19.60% okyo),
61.50 35- 25- 39.70%
% 44 , 22. 34 , 25.
7% Chubu,
6% 13.80%
(Oct 2011 ComScore)

8. What is different iPhone
users and Android Users?

9. DIFFERENCE OF IPHONE AND ANDROID USERS
iPhone users tend to get more apps than
Android users.
[Free App] How many get? [Paid App] How many get?
(Ask Smart.ly 2012)

10. FEMALE HIGH SCHOOL STUDENTS DATA
Often young girls makes trend in Japan.
When you will reach them, your app will expand.
Have you bought the mobile phone? What kind phone did you get?
http://www.fumi23.com/2012/04/sp5/sp5enqend.html

11. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
- OTHERS

12. SMART PHONE GAME MARKET IN JAPAN
Smartphone game market is quickly expanding.
3.2B TWD
1,1B USD
App Purchase Advertisement
(Reference: Seed Planning 2011)
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Samurai International Inc.

13. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
OTHERS

14. 3 TYPES OF PLAYERS
Independent players are increasing.
Independent Players
SNS SNS Independent
App and Web App and Web App only

15. 2 PLAT FORMERS ARPU
GREE and Mobage have high ARPU users.
Their users spend 138 TWD (370 JPY)/month.

16. TOP 2 BILLION IN SALES
Card game system is popular in Japan.
Their sales is 25M USD/Month (2B JPY)
GREE Mobage / Cygames
Doriland Rage of Bahamut

17. GACHA SYSTEM
Gacha is card vending machine.
If users get the strong cards, users can win the battle.
1 card costs 4 USD.

18. GACHA SYSTEM
3 Types of Cards.
Users feel pride when they get rare cards.
Normal Rare Super Rare
Strong /
Proud

19. GLOBAL RANK
Gacha system start to success in Global.

20. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
OTHERS

21. SUCCESS SIMPLE GAME PLAYERS
These are free games.
They get sales about 127K USD / month!
Touch the Numbers Cocolo-bit

22. TOUCH THE NUMBERS
Tap the numbers in order.
110,000 DAU.
10M JPY (127K USD) / month of Sales.
Play game Check Ranking

23. COCOLO-BIT
They release simple funny games every
1-2 weeks.They ranks high every time.
Build a Fire Karate Master Soul Beam

24. OTHER GAMES
Many apps get few million JPY / month.
• 美人天気 (Tool)
• World Mystery (Tool)
• iPic (Tool)
• PriGazo (Tool)
• Chat Match (SNS)
• …

25. HOW MUCH SALES CAN
WE GET IN JAPAN?

26. MONETIZE
3 types monetize way.
• In App Purchase
• Social game
• Advertisement
• Simple game
• Paid app
• Simple game as Angry birds

27. IN APP PURCHASE
Top 1st-5th apps get 12K-24K USD (1M-2M
JPY) sales per day.
Almost games but LINE ranks 12th.

28. FREE APP’S AD REVENUE SIMULATION
Impression 10,000,000
CTR 1%
CPC 10 JPY (0.12 USD)
AD Revenue 1M JPY (12.7K USD)

29. AD NETWORK REVENUE
CPC
・Nend 9～10JPY (0.11 – 0.12 USD)
・imobile 8～9JPY (0.10 – 0.11 USD)
・AdLantis 7～8JPY (0.09 – 0.10 USD)
・AMoAd 7～8JPY (0.09 – 0.10 TWD)
・AdMob 6～8JPY (0.08 – 0.10 TWD)
Source:
http://ameblo.jp/porcom-yokoyama/entry-11184573931.html

30. HOW TO GET MANY DOWNLOADS IN
JAPAN?

31. 日本AppStoreをもう 細かく
APP STORE JAPAN
少し
App Store Ranking is most important.
無料アプリ
[Free App] [Paid App]
有料アプリ
(Source: Ad Innovation 2012)

32. FREE PROMOTION PLAN
1. Icon Design and App Name
2. SEO in App Store
3. Press Release
4. Over 20 Review Site
5. Twitter, Facebook

33. THANK YOU!!
Lui Okada
Samurai International Inc.
+81-(0)3-5962-8573
lui_okada@samurai-international.jp

35. GDP

36. COMPLETE GACHA SYSTEM
Some users pay 100,000 yen to complete cards.
(Limited time Event) User gets
Buy the Cards Super rare card!
Complete rare cards

37. GOVERNMENT BANNED
Government banned complete gacha system.
(Not Gacha system.)

38. STOCK PRICE - GREE

39. STOCK PRICE - DENA

40. NEW GACHA SYSTEM??
This system got high revenues(15-30% of total).
However developers will make new system…?
?