Mobile Games for Asian Women

Yup Hwang

Table of Content

1. Introduction- Who we are

2. Target- Why we targeted

3. Approach- How we approached

4. The Next Step- Where we are going to

01

Extensive experience of mobile social network game

Most famous female game provider in South Korea

Strong network with major platforms in Asia

Introduction - The Company

Introduction - The Company

IN 2011, ZYNGA LISTED ON NASDAQ

Introduction - The Company

AND 2014, PATI GAMES LISTED ON KOSDAQ

Introduction - Products

‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011

Introduction - Products

1.5 million registered users in Korea2.5 million registered users in Korea20 million registered users in Global

Non Game User → New Gamer New Gamer → Core Gamer

3 REPRESENTING TITLES OF PATI GAMES FOR WOMEN

Target - Global

FEMALES BEAT MALES ON MOBILE GAMING

31%35%

42%

IN-APP

PURCHACES

TIME 7-DAY

RETENTION

Source) Flurry: Female Gamers Over Index vs. Males on Time, Money and Loyalty

Target - South Korea

User by Gender

(Dec. 2012)

63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA

63%

37%

Females Males

User by Gender

(Dec. 2014)

79%

21%

Females Males

Top 7 Countries - DAU

(Oct. 2013)

Target - Asia

‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN

Taiwan Japan Thailand Hong Kong Indonesia Malaysia Singapore Others

200K

Approach – What To Say

WHAT WOMEN WANT

Approach – What To Say

STARTING-UP THEIR OWN CAFÉ = THEIR DREAM

Approach – What To Say

Drag it!

Tilt it!

Touch it!

VICARIOUS SATISFACTION BY GAMING

Approach – How To Say

TOUCH HER HEART, NOT HEAD

Approach – How To Say

EMOTIONAL APPROACH DRIVES MARKETING SUCCESS

Approach – How To Say

IN

Approach – The Place To Say

PROPOSE TO HER AT THE RIGHT PLACE

Approach – The Place To Say

SOCIAL PLATFORM = KEY SUCCESS FACTOR

KAKAO TALKSOCIAL

PLATFORM NO PLATFORM

NRU(launch + 6mth)

M1 M2 M3 M4 M5 M6

1.7M

1.5M

1M

660K590K

470K120K

83K54K

32K45K 28K

The Next Step - Content

THE NEXT ‘I LOVE’ SERIES, ISLAND

The Next Step - Platform

WAITING FOR THE NEW PARTNER, ALWAYS

…

yup8594@patigames.com