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Mobile Trends and User Acquisition Strategies in Japan and Korea

Mobile Trends and User Acquisition Strategies in Japan and Korea. Agenda. Introduction Japan & South Korea Market Analysis User Acquisition Strategies Case Study: Burn the Rope Localization + Culturalization User Acquisition by numbers. Successful self-publish in Asia is possible.

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Mobile Trends and User Acquisition Strategies in Japan and Korea

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  1. Mobile Trends and User Acquisition Strategies in Japan and Korea

  2. Agenda Introduction Japan & South Korea • Market Analysis • User Acquisition Strategies Case Study: Burn the Rope • Localization + Culturalization • User Acquisition by numbers

  3. Successful self-publish in Asia is possible

  4. Introduction Offices in 12 countries Business Adnetwork UA Analytics Ad agency App developer Japan (HQ) South Korea China Taiwan India Hong Kong Philippines Vietnam Thailand Singapore Indonesia

  5. Introduction Adways worked 19/20 Top grossing game developers in 2012 CLIENTS iPhone Top Grossing Publishers in Japan Adways Clients Source: AppAnnie 2012

  6. JAPAN: Market Analysis • ARPU in Japan is up to x4 of USA 4 1 2.2 1.1 1 0.54 1 1 1 1 0.25 0.3 Source: AppAnnie Q1 2013 All Indexed figures

  7. JAPAN: Market Analysis Market Trends: Card battle games still popular 30 Top Grossing 13/30 Card Battle Games 6/30 LINE Games 3/30 Western Games

  8. JAPAN: User Acquisition Strategy Incent is king; Non-incent CPI is limited CPI CPI CPC INCENT NON- INCENT $0.12 - $0.8 - $3 - Max installs/day Max installs/day Max installs/day 1500 150,000 100 Similar to USA 18months ago

  9. KOREA: Market Analysis Android kingdom 1 1 1 0.5 0.1 0.05 Source: AppAnnie Q1 2013

  10. KOREA: Market Analysis Top 5 Android games make US$2M/month • Kakao Talk domination 30/50 Kakao Games (Top Grossing) 11/50 Foreign Games (Top Grossing) 38/50 Casual Games (Top Grossing)

  11. KOREA: User Acquisition Overview Incent is out of control (Price and volume) CPI CPI CPC INCENT NON- INCENT $0.04 - $0.3- Max installs/day Max installs/day Does not exist 1000 100,000 0

  12. User Acquisition in Asia Why incent? Ranking hurdle Apple policing Consumer Demand

  13. Case Study: Burn the Rope Impact of Incent in Japan Using Burn the Rope By Adways Interactive 20,000 campaign installs Non-rank ⇒ 4th Overnight • Campaign installs: 20,000 in 4hrs • Organic installs: 40,000 in 4 days • Total cost: $20,000

  14. THANK YOU!!! @Asakayza ken@adways.it

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