navigating mobile ecosystems throughout asia david kim, ceo & co-founder

Navigating Mobile Ecosystems Throughout Asia

David Kim, CEO & co-founder

First: About Animoca…

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1.5 BILLION+

300+Mobile games sessions Games and apps

65 MILLION+Unique users on mobile

160 MILLION+Downloads

To mention a few…

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Star Girl Pretty Pet Salon

Seasons

Pretty Pet Toy Store

My Car Salon 2

Pretty Pet Salon

Robo5 Star Girl: Moda Italia

My Car Salon

Thor: Lord of Storms

Pretty Pet Salon Anniversary

Pretty Pet Tycoon

Pet Cafe

Pet Cafe 2: Cooking

Mania

Alphabet Car 2

Stellar Escape

Pretty Pet Tycoon

My Pet Cuby

Alphabet Car

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Playing Field: Smartphone Penetration

• Focus on markets that have high mobile penetration, high growth, and whose consumers enjoy the types of games you make

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1. Pick the Right Markets to Focus On

• iOS and Android aren’t the only games in town

• Amazon & Windows• Other options include:

– KakaoTalk in Korea– LINE in Japan – Mobile QQ Game

Hall• MORE TO COME!!!

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2. Consider Platform Alternatives

• Match the model with the country need/options: • Free vs. Paid? Freemium is king when you have IAP done right• Subscriptions work well in console but not mobile• Advertising more important with poor payment mechanisms• Offerwalls are still viable in China

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3. Pick a Business Model That Works

• IAP – South Korea, Japan • Carrier billing – Korea & Japan. Google

Play does not work in China• Advertising – Consider regional vs

international networks. E.g. Tapjoy vs Adways

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4. Leverage Local Monetization Options

• Ad networks [some examples]• Global: Tapjoy, Mobclix, InMobi• Local: AdWays in Japan, others?

• Pre-loaded install deals• Global• Local [Samsung in Hong Kong & HTC]• Carriers• Device Manufacturers

– Local App Stores• T-Store• Just One• Docomo Store• 91.com• Tencent• Gfan

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5. Rely on Local Partners for Distribution

• SMS marketing works in some Asian countries• Billboards, magazines and other print ads for branding• In-box advertising when you buy a new device • Music videos• Branded IP: saves on marketing dollars

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6. Test Other Forms of Monetization

• Age restrictions• Government requirements for licensing • Privacy requirements• Business licensing and regulations• Tax ramifications (where is the income sourced?)• IP – different rules for trademark and copyright

law

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7. Learn to Navigate Regulatory Issue

• e.g. Korea and Japan have two of the fastest mobile broadband infrastructures in the world

• India’s infrastructure is notoriously slow• Build your apps to match your audience’s speed• Factor in payment infrastructure • Publishing options• Distribution models• Co-marketing?• IP cross-licensing• Engine cross-licensing

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8. Factor In Structural Differences

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9. Be Sure to Localize Your App

Level 1 – Translation

Level 2 – Localization

Level 3 – Internationalization

Translate app store description X X XLocalize screenshots on app store X X XTranslate text string, meta data, code… X XLocalize privacy policy and user agreement

X X

Integrate local payment options XHire local QA resources XHire local marketing support XHire local customer service XLocalize company/product web site X

Localize social media marketing X