create global, appeal local | robert pontow

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


• 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


• 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



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)


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


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


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


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


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


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


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


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


4) Graphics and Art

Sources: EvilBane: Rise of Ravens, Netmarble

Different character design Different background and UIDifferent art assets

and way of displaying


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


Key Points in Japan for Higher Engagement and User Focus:


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.



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


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.;


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


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!


create global, appeal local | robert pontow

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