stephen lee, executive director, head of publishing, 6waves
TRANSCRIPT
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SECRETS TO SUCCESS:
Achieving Top Grossing Ranks In Asia
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ABOUT 6WAVES
• Free-to-play publishing pioneer
• Eastern European partners
• Asia-focused
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WHO? WHAT? WHEN?
WHERE? WHY? HOW?
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WHY?
(What’s the big deal about Asia?)
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MASSIVE POTENTIAL…
Source: SuperData
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…AND STILL GROWING!
82% of global game market growth
Source: Newzoo
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WHAT?
(What do we need to know?)
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THE “ASIAN MARKET”
• Billions of people
• Dozens of countries, cultures
• Hundreds of languages
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TOP WESTERN MARKETS
Source: AppAnnie
United States
United Kingdom
Australia
Germany
Canada
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TOP ASIAN MARKETS
China
Japan
South Korea
Taiwan
Hong KongSource: AppAnnie
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WHO?
(Should we self-publish?)
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WHERE?
(Where should we launch?)
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WHERE MOST PEOPLE THINK:
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CHINA SNAPSHOT
CHINA
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CHINA: ONE DOMINANT PLAYER
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COMPLEX ECOSYSTEM
Carrier Stores Third-Party Stores
... ...
Device Stores
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WHY CHINA IS TOUGH
100%CARRIERSTORES
30%
THIRD-PARTY STORES
40% PUBL
ISH
ER
12%
DEV
ELO
PER
12%
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JAPAN SNAPSHOT
JAPAN
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JAPAN: DUOPOLY
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MARKET CHARACTERISTICS
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SOUTH KOREA SNAPSHOT
SOUTH KOREA
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SOUTH KOREA: LOCAL DOMINANCE
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MARKET CHARACTERISTICS
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WHERE ELSE?
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EXCITEMENT ABOUT SEA
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SIZE COMPARISON
RUSSIA HONG KONG144 million POPULATION 7 million
9 POPULATION RANK 100
10 GOOGLE PLAY REVENUE RANK 8
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HOW?
(What are the keys to success?)
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TOP GROSSING IN HONG KONG
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YOU NEED A GOOD GAME
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LOCALIZED MARKETING
Not just about the game, but also voiceover in local language and TVC with a local twist
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EXCEPTIONAL CULTURALIZATION
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PRE-REGISTRATION / FAN PAGES
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USER ACQUISITION
Run. Learn. Repeat.
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RIGOROUS A/B TESTING
Same Image, Different Text Same Text, Different Images
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CONSTANT OPTIMIZATION
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OUTDOOR ADVERTISING
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09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 00 01 02Hour
IMPORTANCE OF TVC
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VIP MANAGEMENT & LIVE OPERATIONS
8% of users represent 65% of revenue
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FINAL TIPS• Consider genre and audience
• Always think about localization
• Publishers can help (but don’t rely on one)
• Manage resources, risk
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WHEN?
(When should I start thinking about Asia?)
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NOW
Source: Newzoo