Asia: is the devil as terrible, as he is painted?

ZENNAAll copyrights reserved

Asia: is the devil as terrible, as he is painted?

ZENNA CASE STUDY

ZENNAAll copyrights reservedAbout:

• Operation blocks on Asian markets.

• The pitfalls of localization and culturalization of mobile apps & games.

• ASO. User Acquisition. Media planning.

• Conclusion: so is the devil as terrible, as he is painted?


Data: Korea, Japan, China


Data: Korea, Japan, ChinaRevenue

ZENNAAll copyrights reservedData: Korea, Japan, China

Popularity index

ZENNAAll copyrights reservedYour strategy

Strongly depends on several factors and resources in stock

• Japan: open market; dominating app stores - Google Play & App Store; no necessity in huge ammount of billings; localization is necessary; overseas titles penetration = 15%; users love manga-style.

• Korea: open market; dominating app stores - Google Play (mostly) & App Store; localization is necessary; overseas titles penetration = 10%; users love RPGs.

• China: closed market; Android market is highly fragmented; lots of billings, piracy; no trasparency of traffic resources; offline marketing required.


Attracting paying audiences. Minimal CPIs for target caps. Soft launch and aggressive UA strategies.

Growth of organic installs from search traffic. Achieving high CR to increase the efficiency of advertising campaigns.

High-quality localization of the product for maximum Asian audience outreach.

Profound adaptation of the game to the local market. Art, monetization and gameplay optimization.

USER ACQUISITION

ASO

LOCALIZATION

ADAPTATION

Operational blocks at the Asian markets:

ZENNAAll copyrights reservedUser Acquisition:

When? At every stage: soft launch, launch, burst, stable audience accumulation.

Budget? From $5K to $200K.

Deadlines? From 1 week to a few months.

For whom? For big-time gaming companies as well as for independent developers.

Drawbacks? Without quality ASO and localization, ROI can be low.

USER ACQUISITION

ZENNAAll copyrights reservedUser Acquisition. Map

Where to get quality installs?

- Search systems (AdWords, Bing, Yahoo, Naver, DAUM, Yahoo Japan)- Social networks (Facebook, Twitter, POF, QQ, Line)- Display ads (AD DN etc)- Videos (torrents, YouTube etc)- Incentives.

Local networks (Zucks, Matomy, Line, AdPopcorn etc), global networks (appia, inmobi etc), RTB & DSP (smaato, appflood), direct publishers.

ZENNAAll copyrights reservedUser Acquisition

How to set it on foot?

1. In-house media buying. CPI basis. Many networks - large volumes, risk-free, launched / stopped. BUT! High CPI rates, «blind» sources - low quality, high entry treshold to CPI networks.

2. In-house media buying. CPI / CPC / CPM. More traffic, more transparency, lower CPI rates >> higher staff costs, big UA budgets, continuous campaigns running, respinsibility for conversion risks.

3. Alternative: UA agency (without CPI networks): risk-free CPI or % comission off traffic prime cost, less middlemen - lower CPI, transparency & trust, ON/OFF, permanent optimization - visuals, texts, channels + knowledge & experience from plenty of runned campaigns. BUT: big volumes, not all regions processed.

4. Alternative: publisher. Marketing & localization at their expences, shared teams, long start, revenue share. BUT: risk that it just won’t work.

ZENNAAll copyrights reservedClear KPIs required!

>Market analysis

ZENNAAll copyrights reservedAnd media plan...

Вывод в ТОП* Мотив. CPI

Ongoing UACampaign Немотив. CPI СPC сети +

поисковикифGamers

appCPMсети

GamePR

MobileСommunity

Брэндинг Оффлайн- реклама

GameWebzine

WebtoonPPL

Виральныймаркетинг** Виральность

Комьюнити Webzinecommunity

*This campaigns’ volume will depend on featuring + re-registrations.

**Games virality factor should also be considered.

ZENNAAll copyrights reservedUser Acquisition

Our Cases: Tekken Card Tournament by Bandai Namco, Inc.

• GEOs: JP• 16 channels for quality user

acquisition• 0.65 eCPM - banners & videos• 4.7% PU in 1 week; 0,7% of

users payed over $120.

“whales” in the first week!0,7%


BOOST-TO-THE-TOPAgressive burst-campaigns


MAXIMIZING ROI for UA Campaigns

When? As soon as possible.

Budget? From $500 to $4000 (ASO).

Deadlines? From 14 days to a few months.


Drawbacks? Requires some preparation time before the launch of the campaign.

User Acquisition + ASO

ZENNAAll copyrights reservedASO

Selection of the most relevant keywords for Korea and Japan, optimization of the description with due regard to regional specificities. As a result, the growth of positions for high-frequency and mid-frequency search queries will lead to the organic growth.

Also, quality ASO for the Asian regions (including well-adapted and consistent screenshots) increases the efficiency of advertising traffic-campaigns.


ASOCase: EasyTen

• GEOs: South Korea

• Getting to ТОP-10 for new high-frequency keywords

• +20% to organic installs due to ASO

• +5% CR in advertising campaigns

+20%Organic installs!


ASOCase

• Bad reviews on main page in Asia can noticeable reduce CR and, therefore, increase CPI.

• Even the rating is high!

-97%CR Drop!


PUBLISHING & DISTRIBUTION Maximizing Game ROI:

When? If possible, localization should be made before the launch.

Budget? From $500 to $10000 (depends on the volume of the in-game text and the number of languages the game is to be localized into).

Deadlines? From 14 days to a few months.


Drawbacks? The preparation before the launch of the campaign can require much time.

User Acquisition + ASO + Localization

ZENNAAll copyrights reservedLocalization

What it consists of?

FUNCTIONAL TESTING

NETWORK TESTING

AD HOC TESTING

ACCOUNT TESTING

COMPATIBILITYTESTING

28% Revenue Growth!

ZENNAAll copyrights reservedLocalization

Build-tests.


Deep product adaptation (culturalization)

When? The purpose is to be an active market player.

Budget? From $10000 (depends on the adaptation volume objectives) + Localization + ASO + UA.

Deadlines? From 1 to a few months.

For whom? For big-time gaming companies.

Drawbacks? Big total budget, there is the risk of not achieving the target KPIs.

User Acquisition + ASO + Localization + Adaptation

ZENNAAll copyrights reservedMain stages

ARTCorrection of required characters

and other art-elements

MONETIZATIONImplementation of asian monetization

mechanics: Gacha, subscriptions, in-app purchases for friends and

other mechanics that work in Korea, Japan and China.

SOCIALIZATION & VIRALITYImplementation of active socialization & virality mechanics. Adding SDKs of

asian social networks. Community management & support organizing.

GAMEPLAYRebalance of the game acroding

to local audience features. Adding particular game mechanics.

ZENNAAll copyrights reservedROADMAP

PRE-LAUNCH

SDKintegrationLocalizationCulturalization, Billing(China)

POST-LAUNCH

Contentongoing,Bug-fixes(major),Post Loc QAand testing

PRE-LAUNCH

Serverprovisioningor hosting,BIIntelligence,Admin

POST-LAUNCH

EventOperation,ServerOperationandMonitoring,CustomerSupport,GameProgressionOptimization

PRE-LAUNCH

GP, AS +local gameplatformsdistribution,# of installsboost,Plaform BD

POST-LAUNCH

Platform BDUser care &CommunityManagement

PRE-LAUNCH

KPI setting &marketing,Promotionplan,#of installs,MarketingCreative,PR Event

POST-LAUNCH

Ongoinguseracquisition,PR/Eventsф

DEVELOPMENT OPERATIONS PUBLISHING &DISTRIBUTION MARKETING

ZENNAAll copyrights reservedDistribution

Release and promotion in local platforms: Kakao, Line etc.

• Japan: Mobage, Line, Mixi, App Store, Google Play

• South Korea: Kakao, App Store, Google Play

• China: App Store + TOP 20 local android stores

ZENNAAll copyrights reservedProfound adaptation

and publishing:Case study: *Under NDA by Wooga

• GEOs: JP, KO

• Distribution: Kakao, App Store, Google Play

• Services: Game Adaption, ROI-based UA solutions, Community Management

150% ARPU growth for iOS; 300% ARPU growth for Android.

300% Revenue Growth!

ZENNAAll copyrights reservedConclusion: not so terrible!

Japan: you can release independently. Preliminarily take care of localization, offline ads and community.

Korea: you can release independently. Preliminarily take care of localization, pre-registrations, getting to the TOPs and community.

China: App Store + TOP20 local android app stores, piracy, billing etc -> you can release independently but in the last turn. Or you can find a partner. Terms: 8 months+.

ZENNAAll copyrights reservedAbout us:

Zenna has always been striving to achieve the best results.

United we win,united we stand!

Why work with us?

Founded in 2012 by internet marketers, infected with the virus of mobile apps, Zenna started with a simple idea: to help apps reach the TOP-lists. Now we’re grateful to have the best people, best work and best clients.With all the excellence, creativity and humor, we become better day by day by making superior apps that people don’t want to close.

• We are the first successful agency for marketing and promotion of apps & games in Asia, North America, Western and Eastern Europe. Zenna team consists of 25 people from three various continents.

• We’ve developed sustained experience & expertise in promoting games and apps over the last 2 years. At the very moment, we have 7 apps in the TOP of local stores in the USA, Japan, South Korea, Canada, Western and Eastern Europe.

• Our clients’ total revenue is up to $200M. Among them are Game Insight, Linekong, Kabam, Sport.com, Plarium and many other highly respected developers and publishers.


ZENNA Services:

Support mobilemarketingCommunity management (SMM)App Store Optimization (ASO)PR-pitchingPromo video productionUser-car

Traffic mobile marketingNon-incentive installs (CPI/CPC)Incentive installs

Complex mobilemarketingComplex strategic marketingRevenue share cooperation model

Product mobilemarketingMonetization & gameplay auditAnalytics integrationFinance managementPlaytestsLocalization & adaptation

ZENNAAll copyrights reservedOur Clients


+7(495)777-36-79 [email protected]: zenna.apps

Ukraine, Kharkiv,Moscovsky ave., 199-D5

www.zennaapps.com

Asia: is the devil as terrible, as he is painted?

Marketing

Transcript of Asia: is the devil as terrible, as he is painted?