adways pocket gamer2014
DESCRIPTION
Presentation of Pocket Gamer Connect 2014 about App User Acqusition in Japan and Korea.TRANSCRIPT
CONFIDENTIAL
User Acquisition in Japan and Korea
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Introduction
East vs West UA EvolutionJapan UA in 2014South Korea UA in 2014
East vs West gaming in Numbers
Agenda
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Publicly operated Digital Marketing FirmAbout Adways
BusinessAdnetworkUA Analytics tool
17 offices11 countries1100 employee
CLIENTS
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Asian User Acquisition Evolution lags USAEast VS West UA Trends
CPCTargeting
Video
?
Market Developing
Market Developing CPI
Incent
Video
?
LocalInnovation
Market Developing
Market Developing
CPINon-Incent
Targeting
CPIIncent
CPIIncent
2010 2011 2012 2013 2014
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Incent + Facebook is key; very little non-incent CPIJAPAN: User Acquisition in 2014
CPI$3
Max installs/day
150
Non- INCENT
CPI$0.80
Max installs/day
100,000
INCENT
CPC $0.65
Max installs/day
1000
Install Ad
eCPI : $3-5
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Incent CPI is out of controlKOREA: User Acquisition in 2014
CPI$0.30
Max installs/day
150,000
INCENT
CPC $0.21
Max installs/day
200
Install Ad
eCPI : $2-6
CPC
$0.04 -
Max installs/day
1000
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CPI incent is out of control (Price and volume)East vs West Gaming numbers
UA Analytics tool used by over 300 game devs
http://Partytrack.it
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Aggregated app data of Android Top 50 grossing games East vs West Gaming numbers
Day1 retention
Day 7Retention IAP% ARPDAU ARPU
１ 1 1 1 1
1.25 1.22 1.22 2.83 1.39
1.6 1.56 1.5 1.87 1.48
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Aggregated app data of Android Top 50 grossing games East vs West Gaming numbers
THANK YOU!!!!Ken Asakura @AsakayzaSlideshare.net/kasakura1