create global, appeal local | robert pontow
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Create global, appeal local- Culturalizing games for Japan -
Robert PontowVP Publishing
Active Gaming Media Inc.
IntroductionActive Gaming Media is a service provider and publisher who offers a one-stop solution for bringing entertainment-related contents – with a focus on games – to the rest of world and especially is supporting foreign developer and publishers to release their titles in Japan.
Robert Pontow is working in the gaming industry in Japan since 2009, Robert boasts a deep understanding of both Japanese and Western audiences, and has utilized his wealth of experience in marketing and business development to assist titles in their entry into the Japanese market. Currently he is in charge of publishing at PLAYISM, the biggest indie game publishing brand in Japan.
Copyright © 2016 ACTIVE GAMING MEDIA All Right Reserved.
Japan Market Overview
Japan Market Overview
• Mobile App Gamer: 33.8 million• Mobile Game Market Size: $9+ billion → 50.3% iOS vs. 49.7 Android
• US, Japan, China accumulate 75% of iOS revenue
Sources: App Annie Index: Q2 2016; Google Play | CONNECT 2016
Copyright © 2016 ACTIVE GAMING MEDIA All Right Reserved.
• Highest ARPU in the world
• Highest IAP per average install iOS AndroidCountry IAP/Install Country IAP/InstallJapan $8.86 Japan $8.42
HK $3.00 HK $4.68
Korea $2.19 Taiwan $3.64
Singapore $2.06 Korea $3.38
Australia $1.90 NZ $3.30
Switzerland $1.62 Singapore $2.78
Taiwan $1.32 Switzerland $2.48
US $0.97 US $2.17
Canada $0.95 Australia $1.93
UK $0.84 China $1.90
Sources: Monetizing Mobile Games - App Annie (2016); Google Play | CONNECT 2016
Copyright © 2016 ACTIVE GAMING MEDIA All Right Reserved.
Japan Market Overview
Japan Market Characteristics
→ Top 10 games = 50% of all gaming revenue→ 90% of revenue comes from local content→ Japanese gamers are 3x more engaged than US gamers→ 70% of downloads, play-time and revenue come from RPGs or casual games, as well as hybrid genres (RPGs: 30.5% on iOS; 37.3% on Android)
Sources: Understanding the Mobile Games Market in Japan – App Annie (2016)
Copyright © 2016 ACTIVE GAMING MEDIA All Right Reserved.
Japan Market CharacteristicsBecause of• Extremely mature, demanding users with
special likes and dislikes, and• A hyper competitive market
Japan requires• More engagement and user focus, and• Effective user acquisition
Leading to• High operation costs, and• High marketing costs
Sources: Understanding the Mobile Games Market in Japan – App Annie (2016)
What can foreign companies do in Japan?
→ Focus on core uses and apply culturalization
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How to do great better in Japan?
1) Good Game2) App Store Localization + ASO3) Localization and Voice Over4) Graphics and Art5) Operation, Events, CS/CM6) Game Mechanics and
Monetization System7) PR and Marketing
Culturalization - Points to consider
Low
Medium
High
• Budget• Involvement• Appeal
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1) Good Game
1) Good Game
• Innovative,• Addictive,• Of High quality,• Have Niche-value,• A Strong IP, or• A Favorable genre
Sources: MOBIUS FINAL FANTASY, SQUARE ENIX INC; Minions Paradise, Electronic Arts; Toca Kitchen Monster, Toca Boca
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Appealing games are…
2) App Store Localization + ASO
2) App Store Localization + ASOWhat store elements to localize and optimize:
Game Title Description As well as…• Video (incl. music and voice)• IAP Product names
Sources: My Country 2020, Game Insight
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Screenshots Icon
English Version Chinese Version Japanese Version
English/Chinese, Korean and Japanese Icons
Korean Version
2) App Store Localization + ASO
Sources: Seven Knigths, Netmarble
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3) Localization and Voice Over
What means localization?
- Familiarization with the game- In-game text translation within
the cultural background- Dubbing and voice over- Adapting graphics and
background with text- UI localization- Others adaptations like dates,
phone numbers, addresses etc.- LQA and Debug
3) Localization and Voice Over
Sources: Mushroom Garden HD, BeeworksGames
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3) Localization and Voice OverNotes on localization into Japanese as a contextual language:
- Translation/Localization takes longer- Important to know the background of the game and its characters- Japanese has more variations of the same word- Cultural nuances and associations are different
Sources: http://sgcafecosplay.blogspot.jp
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Example: “You”- No “you” but suffixes: ~様 ( sama ) ; さん ~君 ( kun ) ; ~ちゃん ( chan ) ; ~殿 ( dono ) ; ~氏 ( shi ) ; ~卿 ( kyo ) ; ~先生 ( sensei ) ; ~社長 ( shachou : CEO ) etc.
- Informal “you”: 君 ( kimi ) ; お前 ( omae ) ; あんた ( anta ) ; kisama – きさま
4) Graphics and Art
4) Graphics and ArtWhat kind of games are popular?
Games that…1) Look Japanese → Manga/Anime style2) Are cartoony, cute and colorful3) Have a simple and clean design4) Use a popular characters or themes5) Have HD graphics
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4) Graphics and Art
Sources: EvilBane: Rise of Ravens, Netmarble
Different character design Different background and UIDifferent art assets
and way of displaying
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5) Operation, Events, CS/CM
5) Operation, Events, CS/CM
1) Customer Support and Community Management
2) Operation and Events
Goal: - New players, increase in active
users, retention and loyalty- Increased paying user rate
Sources: Clash of Kings, Elex Wireless
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Key Points in Japan for Higher Engagement and User Focus:
5) Operation, Events, CS/CM
Sources: Google Play | CONNECT 2016; Happy Street, 3rd Kind; MOBIUS FINAL FANTASY, SQUARE ENIX INC
b) Social Media Events and Gift Campaigns
- Pre-registrations- Free gifts- Gifts based on
achievements, e.g. social sharing
Community Event Types:
a) Time Limited Events and Guerilla Events
- Short to very limited period
- Unexpected- Rare and special
wanted items, characters, in-game credits etc.
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5) Operation, Events, CS/CM
Sources: Google Play | CONNECT 2016; MOBIUS FINAL FANTASY, SQUARE ENIX INC ; Puzzle & Dragons, GungHoOnlineEntertainment
d) Internal and External Collaboration Events
- With popular IPs- Mutual with other games - With other industries
offline
Often:- Time limited and one time
only characters, items etc.- Using various media for
promotion, e.g. TVCM
c) Gacha and Sale Event
- Special items, characters through Gacha
- Increased probability- Items, characters on sale - Special gifts for whales- Time limited
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6) Game Mechanics and Monetization
6) Game Mechanics and Monetization
Japanese Players like…
- Easy and intuitive UI with many sub-menus- Easy controls, autoplay, extensive tutorials- Cooperative over competitive multiplayer- A variety of rankings- Vertical over horizontal play- Short play sessions- Hybrid genres (casual to mid-core)- Text intensive, “idolized” and IPs- Etc.
AND- Monetization: Gacha and Events
Sources: Kantan Games, Inc.; THE iDOLM@STER Cinderella Girls: Starlight Stage, BANDAI NAMCO ENTERTAINMENT Inc.;
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7) PR and Marketing
7) PR and marketing
- Localize PR/Marketing- Utilize pre-registration and SNS in
Japanese- Go for local Let’s Plays and Live
Streams- Consider offline marketing, real
events and collaborations- Prepare a budget for TV Ads and
UA (if you can!)Recommendation:
→ Japanese Partners
Example:https://www.youtube.com/watch?v=Kt-vwjNvdQQ
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Notes on PR in Japan:
Summary
- It’s more than worth to consider Japan- A few tweaks to the game can create a positive return (light culturalization)- A big wallet makes the difference (heavy culturalization)- It’s important to not exaggerate culturalization (always keep the balance and
keep the soul of the game)- Work with a partner!
Thank you!
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