adways session 2. southeast asia mobile market insight&new market channels

Copyright 2015 Quest Drop Pte Ltd. All Rights Reserved

Your one-stop shop to conquer the SEA market

Quest Drop Pte Ltd

Influencer campaign for Gamevil Inc.Photo credit: Gamevil inc., Dragon Blaze


About Quest Drop◼

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Everything you need in SEA

Live Operations

Customer Support

User Testing

Game Localization

Online / Local Marketing

Community Mgmt.

Event Management

Local Payment Channels

Local Partnerships

Core Services Additional Services

Social Media Management


Partners and Clientele

…and many more!


How to get millions of people to play your game

User Acquisition in SEA

Photo credit: Ujoy Loong Craft


Social Media in Southeast Asia

• Total internet users, in millions259

• Social media users, in millions234

• Mobile social users*,in millions200

• Social media users in SEA against total population37%

• Of world’s social media users come from SEA10%

• Facebook users in SEA, in millions200

Source: We Are Social (2016), Internet Worldstats (2016)*Mobile social users refers to number of social media users logging in via mobile devices


Digital Marketing◼ The most popular user acquisition method in SEA◼ Rank boosting using incentivized installs (e.g. app driver)

◼ Non-incentivized installs

◼ Main Advantages

◼ Advanced audience targeting ensures relevant user profiles (especially Facebook and Google)

◼ CPI/CPA payment method reduces price fluctuation

◼ Digital attribution tools that allow advertisers to strictly monitor user quality

◼ E.g. Party Track, Appsflyer, MAT, Kochava etc..

◼ Potentially able to drive sizeable amount of downloads


Limitation of Digital Marketing◼

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Introduction◼ SMIs are Social Media Influencers (Net Idols) who

share their interests with their many followers.

◼ Quest Drop works with SMIs to provide a higher tier of quality of users: Celebrity Endorsed Users.

◼ Celebrity Endorsed Users have been enticed by their idols to play a game or use an app with them, thereby, creating a word-of-mouth effect.

Photo credit: Psikyo Dragon Blaze


Influencer MarketingThe next big thing in digital marketing> 250 Influencers> 100 Million Followers


Our Influencer Network◼ As of 31 May 2016, our network has over 250+ influencers

covering more than 100 Million followers.

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Influencer Count by Country

4 2 4

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Follower Count by Country


Expanding Our Influencer Network

◼ Expected to reach 1,000 SMIs by the end of 2016

* Total follower does not refer to unique follower, thus there might be duplication → 1 audience might follows multiple follower

#Follo

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May June July August September October November December

Months of 2016

Influencer Expected Growth

SMI Follower In Million


Why Influencer Marketing?◼ Extensive Marketing Reach

◼ SEA has 37% Social Media penetration, total of 230M users.

◼ QD has over 250 SMIs with total 100M followers in the region

◼ Alternative UA Inventory

◼ Highly competitive digital marketing inventory in SEA

◼ SMI is a relatively new marketing method – less competitive

◼ Better Engagement

◼ Each SMI will respond to the followers’ inquiries and provides their insights on the gameplay Photo credit: Com2uS, Summoners War


General Strategy◼ When to best launch an SMI campaign?

◼ Recommended to use together with digital marketing to provide the audience with a more complete exposure.

◼ How often should an SMI post?

◼ To reach their followers effectively, each SMI should post minimum of two times in a month.

◼ A gap of 7-10 days between posts is recommended.

◼ How are the SMIs chosen?

◼ SMIs are chosen based on target demographic and game genre to ensure that the campaign hits its relevant audience. Photo credit: Com2uS, Summoners War


Casting Map Cast the right SMI to engage the most

relevant audience!

QD will provide the candidates after

reviewing your campaign requirements.

Photo

Video

PrettyFunny

*size of circles reflects the number of followersPhoto credit: Ujoy Loong Craft


Advertorial Methods

◼ Photo Advertorial

◼ SMI will pose with phone showing app screenshot.

◼ SMI will post app introduction and invitation to play together

◼ Typically yields lower CPI as followers tend to trust the quality of the SMIs recommendation and try what the SMIs are offering.

◼ Video Advertorial

■ SMI will record their gameplay to showcase their own reaction.

■ Content of the videos can be determined by the client

◼ Typically yields in higher engagement rate (ROI & Tutorial completion rate)

Influencer campaign for Com2uSPhoto credit: Com2uS, Summoners War


Case Study #1 Indonesia3 SMIs, 5 Advertorials for Mobile App Installs leading to in-app purchase in IndonesiaPeriod: 2 weeks in February 2016

KPISMI

CampaignFacebook Ads

Campaign*

Combined CPI, Android + iOS

$0.55 $0.71

Total Install 1,023 1,249

Tutorial Completion 72.01% 27.46%

ROI 143.59% 53.39%

◼ SMI campaign resulted in better ROI compared to FB ads.

◼ SMI Campaign observation:

■ Cost Effective

• Lower CPI than FB ads by 22.7%.

■ Better Engagement Rate

• Higher tutorial completion rate by 162%

• Higher ROI by 169%.

■ Alternative UA Inventory

• SMI provides 81.9% of total FB ads installs.*compared with FB Ads with similar budget and targeting


Case Study #2 Indonesia + Thailand5 SMIs, 7 Advertorials for Mobile App Installs leading to Paying Users in Thailand and IndonesiaPeriod: 2 weeks on March 2016

KPISMI


Campaign*


$0.58 $1.37

Total Install 1,066 1,535

Tutorial Completion 66.25% 43.12%

Conversion to PU 4.42% 0.86%

◼ SMI campaign resulted in better conversion to paying users compared to FB Ads


■ Cost Effective



• Higher tutorial completion rate by 54.34%

• Higher conversion rate to PU by 413.95%


• SMI provides 69.46% of total FB ads installs.*compared with FB Ads with similar budget and targeting


Case Study #3 Thailand1 SMI, 1 Advertorial for Mobile App Installs leading to Tutorial Completion in ThailandPeriod: 1 week on May 2016

KPISMI


Campaign*


$0.87 $1.69

Total Install 425 1,145

Tutorial Completion 64% 57%

Cost per Tutorial Completion

$1.35 $3.12

◼ Single SMI advertorial generated 400+ installs due to highly relevant audience targeting


■ Cost Effective


• Lower Cost per Tutorial than FB ads by 56.7%


• Higher tutorial completion rate by 12%


• SMI provides 37.1% of total FB ads installs.*compared with FB Ads with similar budget and targeting*ROI analysis is not yet available since the campaign is still ongoing


Let’s Get Started!Reach millions in one campaign

Influencer campaign for Com2uSPhoto credit: Com2uS, Summoners War


Let’s Get Started!

Type Country Service Cost (USD) Details

SampleStarter

SMI Packages

Singapore 3,000 – 4,500Posts: 8 on IG, 8 on FBReach: 435,000+ followers

Thailand 4,000 - 6,400Posts: 6 on IG, 6 on FBReach: 3,000,000+ followers

Taiwan 3,400 - 4,200Posts: 6 on IG, 6 on FBReach: 1,800,000+ followers

Hong Kong 4,500 - 6,200Posts: 5 on IG, 5 on FBReach: 350,000+ followers

Indonesia 5,000 – 5,500Posts: 10 on IG, 10 on FBReach: 10,000,000+ followers

Malaysia 5,000 – 6,000Posts: 10 on IG, 10 on FBReach: 3,200,000+ followers

• Minimum order of USD 3,000• Actual composition will depend on SMI availability and campaign requirements

Start getting quality users through our celebrities!


Launching with a Bigger Bang!

Type Country Service Cost (USD) Details

SampleAdvanced

SMI Packages

Singapore 20,000-23,000Posts: 16 on IG, 16 on FBReach: 2,500,000+ followers

Thailand 22,000-25,000Posts: 16 on IG, 16 on FBReach: 8,500,000+ followers

Taiwan 21.000-24,000Posts: 14 on IG, 7 on FBReach: 2,500,000+ followers

Hong Kong 24,000-28,000Posts: 12 on IG, 12 on FBReach: 1,245,800+ followers

Indonesia 22,000-25,000Posts: 22 on IG, 10 on FBReach: 30,000,000+ followers

Malaysia 21,000-25,000Posts: 18 on IG, 18 on FBReach: 6,500,000+ followers

Scale exponentially using the massive reach of our network!

• Minimum order of USD 3,000• Actual composition will depend on SMI availability and campaign requirements


Influencer MarketingThe next big thing in digital marketing> 230 Influencers> 92 Million Followers

The alternatives: Local Marketing> Tons of channels to expand user base> Sky Trains, Digital Media, TV commercials and many more!


Local Marketing - Introduction

◼ Advertise in local marketing channels like cinemas, buses, trains, product placements, and TV commercials to reach millions of potential users.

◼ Local community management and forums to keep driving hype about your game.

◼ Brand collaborations to help reach out to a larger audience.


Local Marketing (Thailand)

52.00%

42.00%

48.00%48.00%

57.00%

52.00%

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BTS Office buildings Mega LED

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Type of Media

Gender ratio for different types of media in ThailandMale Female Number of possible view per day

Gender

Ratio


Local Marketing Reach

$36,600.00 $30,300.00

$7,400.00 $11,000.00

$22,000.00

$3,700.00

$83,000.00

$-

$10,000.00

$20,000.00

$30,000.00

$40,000.00

$50,000.00

$60,000.00

$70,000.00

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$90,000.00

BTS In-trainLCD

BTS platformTruss LED

PlatformScreen door

E-poster Officebuilding LED

Street sideMega LED

Side buildingMega LED

Cost

Type of media

Media Prices in Thailand


Local Marketing ExamplesBangkok Sky Train


Local Marketing CampaignTV Ads

Heroes Charge - Singapore

Photo credit: Ucool Heroes’ Charge





Line Get Rich - Thailand

End of July 2014 – Aug 2014

End of May 2015 – June 2015

Photo credit: LINE get rich





Line Get Rich - Indonesia

End of May 2015 – June 2015

Feb 2015 – March 2015

Aug 2014 – Sep 2014





Local Marketing CampaignTrain and Bus

Summoner’s War – SingaporeDhoby Ghaut MRT Station

End of May 2015 – Jun 2015

Photo credit: Com2us Summoners’ War



Thunder Strike - Thailand

Photo credit: Garena Games online Thunder Strike








Line Cookie Run- Thailand

Photo credit: LINE Cookie Run






Local Marketing CampaignRoadshow/Event

Summoners War - Singapore

29 May 2015 - 31 May 2015






Line Get Rich - Thailand23 June 2014

Photo credit: LINE Get Rich





Line Get Rich - Indonesia

11 Jan 2015

17 Oct 2014




What can you get with US$40K Type Components Service Cost (USD) Remarks

Local +SMI sample Marketing Package

SMI Starter package 22,000-24,000

From the pool of our SMI in Singapore, Thailand, Taiwan, Hong Kong, Indonesia, and Malaysia

Train panels 6,500-7,000 4 weeks on Singapore train panel

Gaming magazine 3,000-4,000 Front Section Double page

Information screen inside malls 3,500-4,0004 weeks on info screen at Digital siam (Bangkok)

BRT Bus 1,500-2,000 Bus seats panels for 4 weeks

MRT handle grip 2,000-2,5002 weeks MRT (Bangkok) Metro line Hand grip

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