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Get Ready To Get Global
Kaavya Kasturirangan
Head – North America Communications & PR
November 13, 2014
Contents
1. Going East
2. China
3. Japan
4. Korea
5. Summary
Go “East”, young man
•  Very high smartphone penetration; large user bases
•  Highly engaged gaming population
•  Freemium...
What it takes to win in the
Chinese app market
Quick Wins
Marketing
Targeting
Partnerships
Fremium
Getting your Users
Monetizing them
Marketing
Localization
Advertising
is ok!
WoM, social
seeded campaigns
Subway Surfer
(China)
Subway surfer
(US)
Localization
Beyond translation, think user emotions and culture
Temple Run 2
(US...
Color, Perspectives &
Texture of the game
Localization
Human characters vs.
fantasy cartoons
Top Endless runer game in wes...
Localization
Gameplay & Mechanics
Swipe in four
directions, tilt left &
right vs. Slide and
Jump. That’s it!
Challenging g...
Localization
Player Mindset
Chinese gamers don’t care much about personal
milestones, all they care about is how well are ...
Promotions - expensive but necessary step to get scale in China
Advertising
High level of receptivity to receive ads for a...
Maximize presence across social apps especially in the game centers
Social-Seeded Campaigns
Social messaging platforms lik...
Targeting
Demographics- Men
vs. Women, Tier 2 cities
Operating Systems
Partnerships
•  App Stores
•  Payments
•  Social Networks
•  Game Operators
•  Servers and Networks
•  Piracy Control
Highly fragmented. The number of players in the mobile app
ecosystem is a lot higher in China than in the West
App Store E...
Update the users who have a pirated version of your game into
your original Chinese version!
Piracy: From problem to solut...
Match user preference,
motivation - reap returns Freemium
Game Plays
In-app purchase stores
Trust – Paid apps are
easily p...
Monetizing Gameplays
Games in the west
usually do not restrict
the number of
gameplays. In China it is
acceptable to restr...
In-Game Purchase Store
Jetpack Joyride
Gunz Dash
Single page store menu
Multi-page store menu
Chinese players
are known to...
In-Game Purchase Store
Western games have mixed
currency tabs, Chinese gamers
would prefer to have them
neatly separated. ...
What it takes to win in the Japanese
app market
The Land of the Rising Sun
•  Huge smartphone penetration
•  App downloads are a-rocking
•  Huge app spenders
•  Prefer ri...
Quick Wins
Marketing Getting your Users
Monetizing them
“Run” your game
Community
Management
MarketingMix of Media
Target Audience and
Reaching Them
PR and Agency
Support
Mix of App Stores
Target Audience
•  Data crunching and game tweaking towards keeping players
engaged; all in the hope that if they keep pla...
PR and Agency Support
•  Everything in Japan goes through agencies, it’s the traditional
approach
•  Virality – Pre-campai...
Run Your GameFreemium works but
creative revenue models
From currency schemes to GACHA
cards to goodies and smart schemes
...
Community Management
Virtual nature of gaming means
app developers need to stay
current with their apps and users.
Custome...
What it takes to win in the Korean app
market
The Land of the Morning Calm
•  Home to Samsung, LG and KakaoTalk
•  Love phablets
•  Game obsessed
•  Android big but Goo...
Marketing Getting your Users
Quick Wins
Monetizing Them
Partnerships
Types of Apps
Marketing
•  Social – KakaoStory, Band, KT, FB
•  Gaming Platforms (commission based) – Kakao Game (highest user base),
Ba...
Partnerships
•  Fragmented ecosystem of app stores e.g. T Store, NHN, Hangame –
partner with a local ad network with knowl...
Types of Apps
•  Fremium model is hugely popular like any mature market both for UA purposes
and monetization
•  Game play...
Summary
•  Highly localized - Think global, act local
•  Asia does not equal CJK – highly nuanced markets that need differe...
Thanks!
For questions, comments please email:
Kaavya.kasturirangan@inmobi.com
How to Win at Global Marketing--A YetiZen Speaks Event
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Marketing beyond your own region? What else is there to it besides localization, translation, local marketing spend? A lot. Especially lots your local competitors never have to think about but natually do well! Find the secrets to globalizing your message and growing outside your local market!

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How to Win at Global Marketing--A YetiZen Speaks Event

  1. 1. Get Ready To Get Global Kaavya Kasturirangan Head – North America Communications & PR November 13, 2014
  2. 2. Contents 1. Going East 2. China 3. Japan 4. Korea 5. Summary
  3. 3. Go “East”, young man •  Very high smartphone penetration; large user bases •  Highly engaged gaming population •  Freemium model hugely popular; countries like Japan, Korea and China rank very high on app store revenue •  Rise of the “Indian middle class” that chugs down mobile services (travel apps, entertainment apps, communication apps) and consumes gaming apps like Western counterparts However, •  Understanding the target audience so far away •  Cultural barriers •  Piracy concerns •  Fragmented app distribution •  Localization, customization •  Partnering for success
  4. 4. What it takes to win in the Chinese app market
  5. 5. Quick Wins Marketing Targeting Partnerships Fremium Getting your Users Monetizing them
  6. 6. Marketing Localization Advertising is ok! WoM, social seeded campaigns
  7. 7. Subway Surfer (China) Subway surfer (US) Localization Beyond translation, think user emotions and culture Temple Run 2 (USA) Temple Run clone Adapt to Chinese culture Great Wall of China Theme
  8. 8. Color, Perspectives & Texture of the game Localization Human characters vs. fantasy cartoons Top Endless runer game in west - Darker more realistic themes. Top Endless runner game in China Light and colourful themes.
  9. 9. Localization Gameplay & Mechanics Swipe in four directions, tilt left & right vs. Slide and Jump. That’s it! Challenging gameplay Eg. Puzzle games restrict the number of moves Simple, fast and engaging game play. Eg. Puzzle games are time-based. 60 seconds per turn is popular.
  10. 10. Localization Player Mindset Chinese gamers don’t care much about personal milestones, all they care about is how well are they doing compared to their friends. So leaderboards are really important to engage users. Chinese games are known to offer daily bonuses and discounts to players to encourage them to keep coming back!
  11. 11. Promotions - expensive but necessary step to get scale in China Advertising High level of receptivity to receive ads for apps based on app browsing history. Unlike Google Play, App Stores in China offer promotions in exchange for revenue share, for games monetizing through in-app-purchases. Due to the presence of multiple app stores in China, it becomes important to pick and choose the right app stores to promote your game in Chinese users discover Android apps on mobile websites! While Chinese users explore new apps, they also love reading reviews and then interacting with an app.
  12. 12. Maximize presence across social apps especially in the game centers Social-Seeded Campaigns Social messaging platforms like WeChat and QQ are getting in to game distribution through their game centers! Users can directly download the games from these platforms.
  13. 13. Targeting Demographics- Men vs. Women, Tier 2 cities Operating Systems
  14. 14. Partnerships •  App Stores •  Payments •  Social Networks •  Game Operators •  Servers and Networks •  Piracy Control
  15. 15. Highly fragmented. The number of players in the mobile app ecosystem is a lot higher in China than in the West App Store Ecosystem West China DiscoveryPaymentDistribution
  16. 16. Update the users who have a pirated version of your game into your original Chinese version! Piracy: From problem to solution To achieve this, a close coordination with the app stores is required. Pro-tip: Post publishing, often releasing the updates with new content will protect it from piracy.
  17. 17. Match user preference, motivation - reap returns Freemium Game Plays In-app purchase stores Trust – Paid apps are easily pirated!
  18. 18. Monetizing Gameplays Games in the west usually do not restrict the number of gameplays. In China it is acceptable to restrict the number of gameplays and use that to monetize users. Gunz Dash Temple Run 2 Infinite attempts. Restricted number of lives.
  19. 19. In-Game Purchase Store Jetpack Joyride Gunz Dash Single page store menu Multi-page store menu Chinese players are known to monetize better when there is a single page store menu and within the playing field.
  20. 20. In-Game Purchase Store Western games have mixed currency tabs, Chinese gamers would prefer to have them neatly separated. Keep various denominations of currency for high users and new entrants. Also consider virtual currency to entice new users
  21. 21. What it takes to win in the Japanese app market
  22. 22. The Land of the Rising Sun •  Huge smartphone penetration •  App downloads are a-rocking •  Huge app spenders •  Prefer rich media ads, context-aware ads – likewise with gaming •  High degree of social play However, •  Competitive internal market •  Cultural minutiae o  Being well prepared o  Patience, persistence o  Expectations of quality o  Customer service
  23. 23. Quick Wins Marketing Getting your Users Monetizing them “Run” your game Community Management
  24. 24. MarketingMix of Media Target Audience and Reaching Them PR and Agency Support Mix of App Stores
  25. 25. Target Audience •  Data crunching and game tweaking towards keeping players engaged; all in the hope that if they keep playing, they will be paying •  Men – tend to look at download stats, culture of “risk-aversion”, peer-reviews highly considered •  Women – more traditional media – billboards etc.; play in different peer group settings
  26. 26. PR and Agency Support •  Everything in Japan goes through agencies, it’s the traditional approach •  Virality – Pre-campaign teasers. Collaborate with app review sites like AppBank •  Working with review sites can also ensure discoverability since users often browse app review sites aside from app stores •  Gaming in Japan encourages social interaction hence requires tie ups with social communication platforms like LINE •  Localization e.g. Anime/text-heavy/rich visuals
  27. 27. Run Your GameFreemium works but creative revenue models From currency schemes to GACHA cards to goodies and smart schemes – Japanese developers have more data scientists and analysts than their western counterparts. They know that persuasion is what gets a game to catch on and stay cool Data crunching to keep users engaged The Japanese art of Persuasion Partnerships with Telcos and Server clients
  28. 28. Community Management Virtual nature of gaming means app developers need to stay current with their apps and users. Customer service is an art form in Japan. Converting users into “fans for life” is a popular endeavor for most Japanese developers. High quality and consistent customer care Feedback and responsiveness Social Channels Monitoring
  29. 29. What it takes to win in the Korean app market
  30. 30. The Land of the Morning Calm •  Home to Samsung, LG and KakaoTalk •  Love phablets •  Game obsessed •  Android big but Google Play isn’t However, •  Fragmented distribution including operator-run app stores •  Variously referred to as being at ‘point of saturation’
  31. 31. Marketing Getting your Users Quick Wins Monetizing Them Partnerships Types of Apps
  32. 32. Marketing •  Social – KakaoStory, Band, KT, FB •  Gaming Platforms (commission based) – Kakao Game (highest user base), Band Game (targets 30-40 year olds), AfreecaTV, Line (Big outside Korea too) •  Channels – HungryApp, HandyGame, Inven •  PR for pre-registration •  Offline advertising at Metro stations including game booths •  Keep users curious by constantly tweaking game play and mechanics
  33. 33. Partnerships •  Fragmented ecosystem of app stores e.g. T Store, NHN, Hangame – partner with a local ad network with knowledge of the market so you can determine which app stories to list on •  KakaoTalk – Tuesday Top App phenomenon •  Telco app store •  Mobile payment and NFC-enabled devices means partnerships with local carriers or mobile operators like SK Planet •  Local app store ecosystem allows for devs to make money (yay!) so get in on it.
  34. 34. Types of Apps •  Fremium model is hugely popular like any mature market both for UA purposes and monetization •  Game play is easy but addictive – Think Flappy Bird •  Pay attention to the details within apps – too cluttered and you’ll lose audience •  Game should be playable with fingers and not very complicated in terms of permutations and options •  Think beyond Gaming – huge demand for social communication apps •  Within gaming, most users are hooked to casual games so it is opening up a market for mid-core games •  Other popular activities among Korean consumers are K-pop, movies, reality TV so apps surrounding these also have huge potential
  35. 35. Summary •  Highly localized - Think global, act local •  Asia does not equal CJK – highly nuanced markets that need different strategies and approaches •  Other emerging markets of the East include India, Indonesia, Malaysia, Singapore which are worth looking at once the Big 3 are conquered •  Huge appetite for apps – gaming especially so worthwhile to consider expansion into Asia or launching across Asia as part of your GTM plan •  Remember “Games-as-a-Service” – it’s not a single shot launch it, forget it type approach •  Partners can make the journey easier
  36. 36. Thanks! For questions, comments please email: Kaavya.kasturirangan@inmobi.com
  • JosephMambwe

    Sep. 26, 2015
  • QuangAnh3

    Feb. 23, 2015
  • sbepstein

    Dec. 22, 2014
  • james4633

    Dec. 17, 2014

Marketing beyond your own region? What else is there to it besides localization, translation, local marketing spend? A lot. Especially lots your local competitors never have to think about but natually do well! Find the secrets to globalizing your message and growing outside your local market!

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