Secrets to Success: Achieving Top Grossing Ranks in Asia — Stephen Lee, Executive Director, Head of Publishing, 6waves Секреты успеха: как попасть в кассовый топ в Азии —Stephen Lee, Executive Director, Head of Publishing, 6waves The official conference website — http://wnconf.com/#home

1. Achieving Top Grossing Ranks In Asia

2. ABOUT 6WAVES
• Free-to-play publishing pioneer
• Eastern European partners
• Asia-focused

3. WHO? WHAT? WHEN?
WHERE? WHY? HOW?

4. (What’s the big deal about Asia?)

5. MASSIVE POTENTIAL…
Source: SuperData

6. …AND STILL GROWING!
82% of global game market growth
Source: Newzoo

7. (What do we need to know?)

8. THE “ASIAN MARKET”
• Billions of people
• Dozens of countries, cultures
• Hundreds of languages

9. TOP WESTERN MARKETS
Source: AppAnnie
United States
United Kingdom
Australia
Germany
Canada

10. TOP ASIAN MARKETS
China
Japan
South Korea
Taiwan
Hong Kong
Source: AppAnnie

11. (Should we self-publish?)

12. (Where should we launch?)

13. WHERE MOST PEOPLE THINK:

14. CHINA SNAPSHOT
CHINA

15. CHINA: ONE DOMINANT PLAYER

16. COMPLEX ECOSYSTEM
Carrier Stores Third-Party Stores
... ...
Device Stores

17. WHY CHINA IS TOUGH
100%
CARRIER
STORES
30%
THIRD-PARTY
STORES
40%
PUBLISHER
12%
DEVELOPER
12%

18. JAPAN SNAPSHOT
JAPAN

19. JAPAN: DUOPOLY

20. MARKET CHARACTERISTICS

21. SOUTH KOREA SNAPSHOT
SOUTH KOREA

22. SOUTH KOREA: LOCAL DOMINANCE

23. MARKET CHARACTERISTICS

24. WHERE ELSE?

25. EXCITEMENT ABOUT SEA

26. SIZE COMPARISON
RUSSIA HONG KONG
144 million POPULATION 7 million
9 POPULATION RANK 100
10
GOOGLE PLAY
REVENUE RANK
8

27. (What are the keys to success?)

28. TOP GROSSING IN HONG KONG

29. YOU NEED A GOOD GAME

30. LOCALIZED MARKETING
Not just about the game, but also voiceover in local language
and TVC with a local twist

31. EXCEPTIONAL CULTURALIZATION

32. PRE-REGISTRATION / FAN PAGES

33. USER ACQUISITION
Run. Learn. Repeat.

34. RIGOROUS A/B TESTING
Same Image, Different Text Same Text, Different Images

35. CONSTANT OPTIMIZATION

36. OUTDOOR ADVERTISING

37. 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 00 01 02
Hour
IMPORTANCE OF TVC

38. VIP MANAGEMENT & LIVE OPERATIONS
8% of users represent 65% of revenue

39. FINAL TIPS
• Consider genre and audience
• Always think about localization
• Publishers can help (but don’t rely on one)
• Manage resources, risk

40. (When should I start thinking about Asia?)

41. NOW
Source: Newzoo

42. stephen.lee@6waves.com
THANK YOU