Road To Japan - How To Do Marketing In Japanese Market
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ROAD TO JAPAN - THE MOST LUCRATIVE GAMING APP MARKET IN THE WORLD Aya Yamada Overseas Business Representative at Adinnovation. Inc. http :// www.linkedin.com/profile/view?id=176513162 http :// adinnovation.co.jp/en
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Road To Japan is the introduction of marketing for gaming app developer who is interested in Japanese market. This was shared by Aya Yamada, overseas business representative of Tokyo-based Adinnovation inc at DevGamm held in Moscow.
Transcript of Road To Japan - How To Do Marketing In Japanese Market
ROAD TO JAPAN- THE MOST LUCRATIVE GAMING APP MARKET IN THE WORLD
Aya YamadaOverseas Business Representative
at Adinnovation. Inc. http://www.linkedin.com/profile/view?id=176513162
http://adinnovation.co.jp/en
1.About Us2.Overview of Smartphone Market In
Japan3.The Mobile Advertising in Japan4.So now, it’s your turn.
About Us
Leading Marketing Firm For Smartphone Apps
Mar, 2010 Established Jul, 2013 Raised $1.6 million USD Jan, 2014 Partnered with Digital Advertising Consortium
We have over 1,000 applications of experiences as of Apr 2014.Contacts:[email protected]://adinnovation.co.jp/en/http://www.linkedin.com/company/adinnovation-inc
Aya Jennifer YamadaOverseas Business Representative
at Adinnovation. Inc
Business Careers Apr, 2011 Rakuten, Inc.Web application engineerQA & localization for Kobo, Toronto-based eBook company
Nov, 2013 Adinnovation, Inc.Business development, marketing and sales representative from overseas to Japanese market
Overview of Smartphone Market In Japan
Oct, 2012 Oct, 20130
50
100
150
200
250
300
350
400
Combined iOS App Store & Google pLay monthly App revenue
Inde
xed
Reve
nue
JapanUS
South KoreaUK
#1 Market In The World
Source: http://inbound.appannie.com/japan-spotlight-revenue-inflection-point
Because Of Gaming Apps
Source: http://www.gungho.co.jp/ir/uploads/irk20140326.pdf
Free-to-play>>> Paid Apps
In App Purchase >>> Paid Install
Puzzles and Dragons 26 Million Downloads* 100 Million USD /month ** * Total ** Estimated OP
PuzzleTable Board
RPGEducational
ActionSimulation
Mini GamesCollectible Card
OthersSports
Strategy
10s 20s 30s 40s 50s
Popular Game Genres
Source: http://hitracking.net/blog/
62%23%22%
Bigger Than Consumer Game Market
Source: http://jp.techcrunch.com/2014/03/26/jp20140325-japan-smartphone-app-market/
2012 2013$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$9.6$10.8
$3.0
$5.4
All Games (incl. S & H) Smartphone Games
(Billion USD)
+ 178% YoY
Consumer Games 2.5 Billion USD
Native Apps Vs. Browser Games
Source: http://jp.techcrunch.com/2014/03/26/jp20140325-japan-smartphone-app-market/
2012 2013 2014$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$1.31 $3.12 $4.20 $1.70
$2.25
$2.25
Market Size Of Smartphone Gaming App (Native Apps Vs. Browser Games)
Native Apps Market Browser Games Market
(Billion USD)
+ 237% YoY
+ 133% YoY
Coverage Is Growing
Source: http://www.videoi.co.jp/release/20140225.html
Aug, 2011 Feb, 2012 Aug, 2012 Feb, 2013 Aug, 2013 Feb, 20140.0
20.0
40.0
60.0
80.0
100.0
120.0
73.7 68.4 59.8 54.1 46.0 41.9
18.9 27.0 34.7 40.2 49.2 54.0
Ownership of Feature phone/ pHS Vs. Smart Phone
Feature phone & PHS Smartphone(%)
= 69 million users
40% Of Them Uses iPhone
Source: http://www.videoi.co.jp/release/20140227.html
iPhone8%
Non iPhone
37%
NTT docomo
45%
iPhone
17%
Non iPhone 16%
iPhone14%
au30%
Softbank
23%
Other Ops2% Non
iPhone6%
Based On The History Of Monthly Subscription As Feature Phone Purchase
Ringtone
Games Comics
Source: https://www.mcf.or.jp/press/images/mobilecontent_market_scale2011.pdf
2008 2009 2010 2011
4.7 5.4 6.2 6.4
Wallpaper
Decorated Email
(Market Size Of Digital Contents, Billion USD)
1999 -
1999 -
1999 -
The Mobile Advertising In Japan
aya.yamada
ステレオタイプな日本人のイメージ
Source: http://cyber-z.co.jp/news/pressreleases/2014/0218_1450.html
Smartphone Ads in Japanese Mobile Market
2012 2013 2014 2015 2016$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$0.84
$1.62 $2.26
$2.70 $3.00
The Market Results and prediction Of Japan’s Smartphone Ad market
+193% YoY
(Billion USD)
Smartphone Ads in Japanese Mobile Market
Source: http://cyber-z.co.jp/news/pressreleases/2014/0218_1450.html
2012 2013 2014 2015 2016$0.0 $5.0
$10.0 $15.0 $20.0 $25.0 $30.0 $35.0
$5.0 $8.4 $12.3 $14.9 $16.5 $2.3 $6.4
$8.5 $10.1 $11.2
$1.1
$1.4
$1.7 $2.1
$2.3
The Market prediction of Japan’s Smartphone Ad market (By Items)
Paid SearchDisplayPerformance based (Affiliate + Reward)
(Hundred Million USD)
+275% YoY
Which one is the most significant for gaming app developers?
?Paid Search Ad
Display AdPerforma
nce Based Ad (Affiliate + Reward)
What is ‘Reward’ Ad?
Ad Server
Source: http://reward.kinugoshi.net/
App
Install this app
= 50 Pts!
YES NO
Game App
50 Pts
MediaAd Banner
Ad Banner
Ad Banner
Reward is on FIRE now
Authority 権 威
Number Of Downloads 1 – 5 40,000 – 80,000 / 2-3
hours 6 – 10 20,000 – 40,000 / 2-3
hours 11 – 20 15,000 – 25,000 / 2-3
hours 21 – 50 5,000 – 15,000 / 2-3
hours 51 – 100 3,000 – 8,000 / 2-3 hours 100 - – 40,000 / 2-3 hours
Required DL Number For Ranking Of AppStore
Number Of Est. Users 1 – 5 4,000 – 20,000 / day 6 – 10 3,000 – 15,000 / day 11 – 20 2,000 – 10,000 / day 21 – 50 1,000 – 5,000 / day 51 – 100
500 – 15,000 / day
100 - – 500 / day
Estimated Organic User Number After Reward Campaign
Why ‘Reward’ Ad?
MediaAd Banner
Ad Banner
Ad Banner
App
App
App
App
App
App
App
App
App
50 Pts!
Advertisers(= App
Developers) Media
Operators App Users• CV bases fee model
=Low risk user acquisition
• Boost up your app in the stores
• Enkindle your media• Get opportunity to
monetize with non-purchase users
• Earn the virtual money to play the app
Be Strategic To Get Japanese Users
Promotion
MonetizeAnalytics
SO NOW, IT’S YOUR TURN.
Example Of Clash Of Clans - Rewards
Source: http://gamebiz.jp/?p=111568
#20 -> #1
#1 At Free Charts #20+ At Top Grossing within 24 hrs Estimated Revenue Of #1 - #20 / month 2 Million USD (200 Million JPY)
Eye-catchy Digital Ads
Wall Jack In Shibuya Sta.
Example Of Clash Of Clans – Other Ads
Strategy Guides
Or ‘Small is the new Big’
Source: http://www.distimo.com/leaderboards/google-play-store/japan/all-games/free/month
100,000 USD +per month, per title, ranked within
#100
In Conclusion,
Smartphone
Market・ #1 in
the world because of
gaming apps.
・Smartpho
ne’s market share is
still expanding
.
Gaming Apps
・ Casual Free-to-
start
> Paid Apps・ In App Purchase
> Paid
Installs
Smartphone Ads
・ Still rapidly growing
with general ways.
・ Reward ad is on
FIRE.
Promotion
Methods・
Promotion,
Analytics and then Monetize
.・ Be
strategic.
Upshots Of ‘RTJ’
Contact [email protected]
http://adinnovation.co.jp/en/ http://www.linkedin.com/company/adinnovation-inc-
