Arthur Chow 'Why it's essential to think local' 6Waves
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This document discusses the importance of localization for mobile games, especially in Asia which accounts for most of the industry's growth. It provides examples of how to localize different elements like text, art, user interfaces, live operations, and intangibles to better appeal to local audiences in countries like China, Taiwan, and Japan. The key takeaway is that localization is essential to think globally but act locally in order to find success in international mobile games markets.
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Arthur Chow 'Why it's essential to think local' 6Waves
- 1. Localization Why It’s Essential to Think Local Arthur Chow CEO 6waves
- 2. WHY? HOW?
- 3. That’s Why
- 4. 45% of Mobile Games Revenue in Asia Confidential. All Rights Reserved. of the $6B global game- market growth this year is from Asia 82%
- 5. iOS Revenue by Countries Source: Newzoo, April 2014
- 6. Google Play Revenue by countries Source: Newzoo, April 2014
- 8. THE WHY IS OBVIOUS
- 10. TEXT
- 11. IT’S NOT JUST THE TEXT!
- 13. • BOOM BEACH
- 19. SOMETIMES, IT IS JUST ABOUT THE TEXT …
- 20. … IF YOU ARE FROM FINLAND
- 21. ART & UI TEXT
- 22. Communication through Art 22 Better to speak to the audience in a local manner Localizing a Russian hidden object game “Mystery Manor” to Japan and publish it to no.1 spot on Yahoo!Mobage Localizing the Ravenwood Fair characters for Japan
- 23. Strikefleet Omega to Japan 23Confidential. All Rights Reserved.
- 25. Wonderland Epic to Japan
- 26. NOT JUST THE ART, BUT ALSO UI
- 27. Confirmation Page Cancel Confirm AA Confirm Cancel B
- 29. LIVE OPERATIONS ART & UI TEXT
- 30. Congratulations on the Launch!
- 32. Pre-Registration Works in Asia
- 33. Importance of Live Operations Source: 6waves Internal
- 34. New Features for Local Audience 34
- 35. Timely Promotion for Local Version Sakura scene for hidden object game only for Japan
- 36. Local Pricing - Starter Pack 36Confidential NBA Dream Team
- 37. INTANGIBLES LIVE OPERATIONS ART & UI TEXT
- 38. Intangibles
- 39. China vs Taiwan vs Hong Kong v
- 40. China vs Taiwan vs Hong Kong FIFA World Ranking 103 176 163
- 41. China vs Taiwan vs Hong Kong Spoken Language Mandarin Mandarin Cantonese
- 42. China vs Taiwan vs Hong Kong Written Language Traditional TraditionalSimplified
- 43. China vs Taiwan vs Hong Kong GDP per Capita $20,930 $37,777$6,747 Source: International Monetary Fund (2013)
- 44. China vs Taiwan vs Hong Kong Messaging
- 45. China vs Taiwan vs Hong Kong Social Media
- 46. China vs Taiwan vs Hong Kong Facebook Penetration 65% 61%0%
- 48. Emoji Pop Confidential. All Rights Reserved. 123猜猜猜 Hong Kong 123猜猜猜 Taiwan Question sets are different for Hong Kong and Taiwan • Emoji Pop (Chinese) #1 on App Store and Google Play for over 5 weeks in Hong Kong and Taiwan • Emoji Pop (English) reached #5 in US App Store
- 51. Key Takeaway Localization Why It’s Essential to Think Local
- 52. Localization Why It’s Essential to Think Local Global But Act Local Key Takeaway
Editor's Notes
- The global mobile games market will grow 27.3% annually to double in 2016 and reach $23.9 billion.This growth is fueled by an increase in the number of players, payers as well as a higher average spend per paying mobile gamer.The tablet games market will show 400% growth until 2016, to reach $10 billion.Already 966 million, or 78% of all 1.2bn gamers worldwide, play mobile games.368 million consumers worldwide, or 38% of all mobile gamers, spend a monthly average of $2.78 on or in mobile games. By 2016, these figures will amount to, respectively, 50% and $3.07.With 48% of the global revenue, the Asia-Pacific region is by far the biggest market for mobile games.Western & Eastern Europe will grow fastest with Compound Annual Growth (CAGR) rates of over 33%. Within the APAC region, China and South-East Asia boast comparable growth figures.Average monthly spend per paying mobile gamer is highest in Western Europe with $4.40. In comparison, in North America this figure stands at $3.87, with however the highest share of payers amongst players worldwide (45%).Costs of acquisition for loyal mobile gamers range from $1.11 and $0.74 on iOS and Android respectively in smaller Latin American countries to $3.70 and $1.71 in mature APAC markets such as Japan, South Korea and Australia.Overall, Western Europe, North America and Asia Pacific will remain the most appealing markets for mobile game publishers.Read more at http://www.newzoo.com/insights/infographic-mobile-games-market-to-double-in-size-until-2016-and-reach-23-9bn/#FRQKVFb1MVAtakQv.99
- Japanese culture is heavily character driven, and ensuring that your game characters "fit" within established styles is important. Japanese character art operates as a visual language, and while there are a multitude of different styles, think of these as dialects with a common underlying set of words and phrases. Artwork that comes from overseas is often using a different language, and therefore fails to resonate with Japanese audiences.
- Key to 1) improve retention and 2) monetization it’s an essential part of operating a compelling live service that delights and entertains our entire audience of always-connected, mobile players. Events must be experienced, played and engaged with deeply. Event rewards should include special items or other valuable things that can only be earned by participating in the event. Limited-time exclusivity works very well ‘Experience it now before it’s over!’ The thought of missing out on a cool experience or rare reward is a powerful concept
- Provide a starter pack to users, where users can purchase useful items with less price. Every users can purchase this starter pack once only. The items should be attractive to convert users to pay users.