georg broxtermann ( flaregames gmbh), white nights 2015
TRANSCRIPT
White Nights, St. Petersburg, 26th June 2015
Georg Broxtermann
Co-founder / Bizdev flaregames
@broxtermann [email protected]
@Global Game Stars 2013: Where the Asian journey began
2 Studios in Karlsruhe and Frankfurt, Germany. About 110 people.
ROYAL REVOLT 2
• Reverse TD (Single Player)• Release 09/12• 12 Mio DL• Among Top markets: China, TW, KR, JP, TH
• Multiplayer Reverse TD • Release Q1/14, 16 languages• 20 Mio DL• „Best of 2014“ by the Apple AppStore and „Editors
Choice“ by Google Play.
Major Shifts in the Korean mobile market
From a Kakao dominated Android market to a more accessible market with two major OS / App Stores and a relevant Naver.
Google Play Korea, Top Grossing Charts, January 15, 2014 (left) April 29, 2015; source Appannie
Flaregames‘ approach to enter Korea
GOALS: • Learning (social features, marketing,...)• Keeping control of our IP • Not losing speed with the global
version of RR2
APPROACH:• KAKAO Game with a publishing partner
Our expectations for RR2 for Kakao
Finding the right publishing partner
• Around 20 Korean companies evaluated RR2
• We tracked who understood RR2 best
• We requested and evaluated feedback, the product concept and marketing ideas
• We‘ve choosen to go with Incross / TheAppsgames
• Initial Kakao concept by Incross with additional features: Inviting, Friends list, Gifting, Couponing,....
• Some localization / culturalization changes, e.g. name change to Royal Roader for Kakao (only in Korean).
• Some additional marketing SDKs
• Identical tools: Server, tracking, game management tools,...
• Google Play and Naver version
Set-up
Launch 9th of March, No1 Kakao game 10th of March
175K Pre-registrations via Kakao and Naver
Marketing: Pre-registration
https://www.youtube.com/watch?v=vKZeAOZuZnA
Influencer Marketing
Emoticon Marketing
• March 9: Launch• 120K Downloads in the
first 24h• March 10: No 1 Kakao game• Highest rank Google Play
March 16: 4• Highest grossing Google Play
March 18: 27• 6 weeks in Top 100 grossing
charts Google Play• 20% of the overall revenue
from Naver
First results
3/10/1
5
3/12/1
5
3/14/1
5
3/16/1
5
3/18/1
5
3/20/1
5
3/22/1
5
3/24/1
5
3/26/1
5
3/28/1
5
3/30/1
5
4/1/1
5
4/3/1
5
4/5/1
5
4/7/1
5
4/9/1
5
4/11/1
5
4/13/1
5
4/15/1
5
4/17/1
5
4/19/1
5
4/21/1
5
4/23/1
5
4/25/1
5
4/27/1
5
4/29/1
50
0.2
0.4
0.6
0.8
1
1.2
ARPDAU
Global US Kakao
Axis
Titl
e
Global version vs. Kakao version
3/10/1
5
3/12/1
5
3/14/1
5
3/16/1
5
3/18/1
5
3/20/1
5
3/22/1
5
3/24/1
5
3/26/1
5
3/28/1
5
3/30/1
5
4/1/1
5
4/3/1
5
4/5/1
5
4/7/1
5
4/9/1
5
4/11/1
5
4/13/1
5
4/15/1
5
4/17/1
5
4/19/1
5
4/21/1
5
4/23/1
5
4/25/1
5
4/27/1
5
4/29/1
50
50
100
150
200
250
300
350
400
450
500
Gems spent per DAU
Global US Kakao
Global version vs. Kakao version
Learnings so far
• Korean mobile market changes very fast.• You need an iOS version to do non-digital marketing (TV,
outdoor media,...)• Marketing Mobile Games is very different to „western“
methods• Kakao platform provide exceptional mobile users but doesn‘t
effect virality and retention as expected (RR2 experience or in general?)
• It is time consuming.....• It is good to have a PORTFOLIO of great games
Want to work with flaregames
Outstanding portfolio of Midcore Mobile MMO‘s by the best developers from the west
Set-up experience in Asia
Invitation to the world famous Munich Oktoberfest