Mobile Games for Asian Women

Yup Hwang

Table of Content

1. Introduction- Who we are

2. Target- Why we targeted

3. Approach- How we approached

4. The Next Step- Where we are going to

01 Introduction

Extensive experience of mobile social network game

Most famous female game provider in South Korea

Strong network with major platforms in Asia

Introduction - The Company

Introduction - The Company

IN 2011, ZYNGA LISTED ON NASDAQ

Introduction - The Company

AND 2014, PATI GAMES LISTED ON KOSDAQ

Introduction - Products

20 Million 30 Billion 10 Trillion

‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011

Introduction - Products

1.5 million registered users in Korea2.5 million registered users in Korea20 million registered users in Global

Non Game User → New Gamer New Gamer → Core Gamer

3 REPRESENTING TITLES OF PATI GAMES FOR WOMEN

02 Target

Target - Global

FEMALES BEAT MALES ON MOBILE GAMING

IN-APPPURCHACES

TIME 7-DAY RETENTION

31%35%

42%

Source) Flurry: Female Gamers Over Index vs. Males on Time, Money and Loyalty

Target - South Korea

User by Gender(Dec. 2012)

63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA

Females Males

63%

37%

Top 10 Countries - DAU(Oct. 2013)

Target - Asia

‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN

Taiwan Japan Thailand Hong Kong

Indonesia Malaysia Singapore Others

200K

03 Approach

Approach – What To Say

WHAT WOMEN WANT

Approach – What To Say

STARTING-UP THEIR OWN CAFÉ = THEIR DREAM

Approach – What To Say

Drag it!

Tilt it!

Touch it!

VICARIOUS SATISFACTION BY GAMING

Approach – How To Say

TOUCH HER HEART, NOT HEAD

Approach – How To Say

EMOTIONAL APPROACH DRIVES MARKETING SUCCESS

Approach – How To Say

IN

Approach – The Place To Say

PROPOSE TO HER AT THE RIGHT PLACE

Approach – The Place To Say

SOCIAL PLATFORM = KEY SUCCESS FACTOR

KAKAO TALKSOCIAL PLAT-

FORM NO PLATFORM

NRU(launch + 6mth)

M1 M2 M3 M4 M5 M6

1.7M

1.5M

1M

660K 590K470K

120K83K

54K32K 45K 28K

04 The Next Step

The Next Step - Content

THE NEXT ‘I LOVE’ SERIES, RESORT

The Next Step - Platform

WAITING FOR THE NEW PARTNER, ALWAYS

…