10 tips to make hits in japanese app market
TRANSCRIPT
10 Tips
To Make Hits In Japanese
Mobile App Market
By Aya Y. Shinkawa
BusinessAd AgencyTracking & Analytics toolApp Publishing business
© 2015 Adinnovation Inc.
China
Tokyo(HQ)
Moscow(RO)
© 2015 Adinnovation Inc.
Aya Yamada Shinkawa (Аюша)Head of Overseas Business Section
& Moscow Office at Adinnovation. Inc
2011 2012 2013 2014 2015
Web ApplicationEngineer
LQA Lead at Kobo, Toronto-based eBook company
Supporting developers in Russia, CIS and Europe to go to Japan
© 2015 Adinnovation Inc.
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Asia, Big Markets
Smartphone Gaming Market Size of East Asia(Billion USD)
91.68
47.92
124.54
156.82
188.48Hongkong
Taiwan
S.Korea
China
Japan
2012 2013 2014* 2015* 2016*
*estimated
200
150
100
50
© 2015 Adinnovation Inc.
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Smartphone
46.9%Others
53.1%
iOS
34%
Android
62%
Others
4%China(0.38/1.37 Billion)
ARPPU
$23.5
/month
Smartphone
73.0%
Other…
iOS
10%
Android
85%
Others
5%
ARPPU
$5.27
/month
Korea(24/50 Million)
Smartphone
60%
Others
40%
iOS
67%
Android
30%
Others
3%
ARPPU
$50
/month
Japan(54/126 Million)
Asia, Big Markets
© 2015 Adinnovation Inc.
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Japan: Bigger Than Consumer Games(already)
$9.6
$10.8
$3.0
$5.4
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
2012 2013
All Games (incl. S & H) Smartphone Games
(Billion USD)
Consumer Games
2.5 Billion USD
© 2015 Adinnovation Inc.
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2010
2011
2012
2013
2014© GREE, DeNA, mixi, Konami, Colopl, Cygames,
Gungho, Klab, Gloops, gumi, Drecom
Japan: Big Changes In That Trends
© 2015 Adinnovation Inc.
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F2P+IAP, RPG+Strategy, and?
RPG +α RPG + Strategy © 2015 Adinnovation Inc.
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Cases of the Winners – Puzzle & Dragons
© 2015 Adinnovation Inc.©GungHo Online Entertainment
Playable without
IAP
Obtained numbers of users-> YouTuber, etc.
F2P
Detailed Tutorials
Continuous Updates
Stones Of
ApologyKeep high retention ratio
Frequent In App Events
Released in 201233 Million Total DL (JP) Based on feedbacks from
all users
Based on the history of social game era…
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Integrity of
Gameplay
Obtained numbers of users
Complete localization
Detailed Articles
Detailed Videos
TVCF Keep high retention ratio
Cross-promo with
others
No reluctance for first play
Got ready for full-launch
Released in 2013 (JP)Millions of Total DL (JP)
©SuperCell
Cases of the Winners – Clash Of Clans
© 2015 Adinnovation Inc.
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With Local
Media!
Teaser Campaign Ad
Ad Networks & DSP
Reward & Non Incentive CPI
Review Media
Ways of Promotion – Plz not DIY
© 2015 Adinnovation Inc.
Pre Registration, Reviews media, and Free actions For Potential Users For Royal Users
Phase 1
For Expected Users
CPI Reward AD(Incentivized Ad)
For Potential Users
CPI AD, ADNWSucceeded method in Phase 1 & 2
For Loyal Users
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© 2015 Adinnovation Inc.
【Measures schedule 】
Ranking
Launch ～1st Month
Downloads
Ranking
PR Campaign, Before & After Launch
Phase 2 Phase 3
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KPI Driven Marketing Strategy
© 2015 Adinnovation Inc.
DL DAU, MAU Retention
ARPU ARPPURevenue
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Western Games Are Accepted
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Now it’s your turn!
Contact Us!
email: [email protected]
http://adinnovation.co.jp/en/http://adinnovation.co.jp/ru/
Or Ping me!Aya Yamada Shinkawa (Аюша)[email protected]