what asian market suits you? macro-level guiding principles for entering the asian market
DESCRIPTION
Have you ever thought about entering the mobile game market in China, Japan, or Korea? If you're having trouble knowing where to start, this presentation will give you a rundown of the North East Asian market, and why Korea might be a good fit for you. This presentation was given in front of a live audience at Pocket Gamer Connects Helsinki, 2014.TRANSCRIPT
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Which Asian Market Suits You? Macro-level guiding principles for entering the Asian market
Curtis FileE: [email protected]:@CurtisFileW: game.latisglobal.com B: blog.latisglobal.com
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10 years100 people (35 in Game Division)
Agency Services: • Publisher connection• Localization• Marketing• Customer support• Community management• Testing
Our Company
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North East Asia: Common Perspectives
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?
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Korea as a Test Market
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Ease of Business
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Ease of Doing Business Index Rankings
#7 #27 #96
Source: World Bank (http://data.worldbank.org/indicator/IC.BUS.EASE.XQ)
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#24 #26 #34
English Proficiency Index Rankings
Source: Education First (www.ef.com/epi)
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Market Factors
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Market Factors: Tech InfrastructureCountry 4G Coverage Average Download
SpeedsComparison to World Average
91% 18 MB/S +66%
68%11 MB/S +28%
Major Cities Only 2-4 MB/S (non-4G speeds) -52%
Source: [1] Open Signal (http://opensignal.com/)
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Market Factors: Smartphone Penetration
Source: [1] Our Mobile Planet
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Market Factors: Purchasing Power
Country Average Monthly Income (USD)
Data Package Cost(USD)
Portion of Income
~$2, 903 Unlimited $70-$80 2.75%
~$2,522 Unlimited $70-$80 3.17%
~$700 5GB $100 14.28%
Source: [1] International Labor Organization (http://www.ilo.org/global/research/global-reports/global-wage-report/2012/lang--en/index.htm
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Average CPI vs ARPD
CPI: $1.98ARPD: $3.82Profit: $1.84
CPI: $1.86ARPD: $6.34Profit: $4.48
CPI: $0.90ARPD: $1.13Profit: $0.23
Source: Distimo/Chartboost (http://www.distimo.com/blog/2014_02_publication-how-the-most-successful-apps-monetize-globally/)
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Market Factors: 1 City, 1 Country
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Market Factors: Similarities
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Market Similarities: Genre Preferences
• RPG/Adventure• Puzzle• Social
• RPG/Adventure• Social• Strategy
• Puzzle• RPG• Simulation
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Soft Power: Sphere of Influence
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