arthur chow 'why it's essential to think local' 6waves
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Arthur Chow 'Why it's essential to think local' 6WavesTRANSCRIPT
LocalizationWhy It’s Essential
to Think Local
Arthur ChowCEO
6waves
WHY?
HOW?
That’s Why
45% of Mobile Games Revenue in Asia
Confidential. All Rights Reserved.
of the $6B global game-market growth this year is from Asia
82%
iOS Revenue by Countries
Source: Newzoo, April 2014
Google Play Revenue by countries
Source: Newzoo, April 2014
THE WHY IS OBVIOUS
HERE’S THE HOW
TEXT
IT’S NOT JUST THE TEXT!
• BOOM BEACH
SOMETIMES,IT IS JUST ABOUT THE TEXT …
… IF YOU ARE FROM FINLAND
ART & UI
TEXT
22
Communication through ArtBetter to speak to the audience in a local manner
Localizing a Russian hidden object game “Mystery Manor” to Japan and publish it to no.1 spot on Yahoo!Mobage
Localizing the Ravenwood Fair
characters for Japan
Strikefleet Omega to Japan
23Confidential. All Rights Reserved.
Wonderland Epic to Japan
NOT JUST THE ART, BUT ALSO UI
Confirmation Page
Cancel Confirm
AA
Confirm Cancel
B
Confirmation Page
Confirm Cancel
B
LIVE OPERATIONS
ART & UI
TEXT
Congratulations on the Launch!
Pre-Registration Works in Asia
Importance of Live Operations
Source: 6waves Internal
34
New Features for Local Audience
Timely Promotion for Local Version
Sakura scene for hidden
object game only for Japan
36
Local Pricing - Starter Pack
Confidential
NBA Dream Team
INTANGIBLES
LIVE OPERATIONS
ART & UI
TEXT
Intangibles
China vs Taiwan vs Hong Kong
v
China vs Taiwan vs Hong Kong
FIFA World Ranking
103 176 163
China vs Taiwan vs Hong Kong
Spoken Language
Mandarin Mandarin Cantonese
China vs Taiwan vs Hong Kong
Written Language
Traditional TraditionalSimplified
China vs Taiwan vs Hong Kong
GDP per Capita
$20,930 $37,777$6,747
Source: International Monetary Fund (2013)
China vs Taiwan vs Hong Kong
Messaging
China vs Taiwan vs Hong Kong
Social Media
China vs Taiwan vs Hong KongFacebook Penetration
65% 61%0%
Emoji Pop
Confidential. All Rights Reserved.
123猜猜猜Hong Kong
123猜猜猜Taiwan
Question sets are different for Hong Kong and Taiwan
• Emoji Pop (Chinese) #1 on App Store and Google Play for over 5 weeks in Hong Kong and Taiwan
• Emoji Pop (English) reached #5 in US App Store
49
Social Phenomenon
50
Social Phenomenon
Confidential
Key Takeaway
LocalizationWhy It’s Essential
to Think Local
LocalizationWhy It’s Essential
to Think Local GlobalBut Act Local
Key Takeaway
