Which Asian Market Suits You? Macro-level guiding principles for entering the Asian market

Curtis FileE: curtis.file@latisglobal.comT:@CurtisFileW: game.latisglobal.com B: blog.latisglobal.com

10 years100 people (35 in Game Division)

Agency Services: • Publisher connection• Localization• Marketing• Customer support• Community management• Testing

Our Company

North East Asia: Common Perspectives

?

Korea as a Test Market

Ease of Business

Ease of Doing Business Index Rankings

#7 #27 #96

Source: World Bank (http://data.worldbank.org/indicator/IC.BUS.EASE.XQ)

#24 #26 #34

English Proficiency Index Rankings

Source: Education First (www.ef.com/epi)

Market Factors

Market Factors: Tech InfrastructureCountry 4G Coverage Average Download

SpeedsComparison to World Average

91% 18 MB/S +66%

68%11 MB/S +28%

Major Cities Only 2-4 MB/S (non-4G speeds) -52%

Source: [1] Open Signal (http://opensignal.com/)

Market Factors: Smartphone Penetration

Source: [1] Our Mobile Planet

Market Factors: Purchasing Power

Country Average Monthly Income (USD)

Data Package Cost(USD)

Portion of Income

~$2, 903 Unlimited $70-$80 2.75%

~$2,522 Unlimited $70-$80 3.17%

~$700 5GB $100 14.28%

Source: [1] International Labor Organization (http://www.ilo.org/global/research/global-reports/global-wage-report/2012/lang--en/index.htm

Average CPI vs ARPD

CPI: $1.98ARPD: $3.82Profit: $1.84

CPI: $1.86ARPD: $6.34Profit: $4.48

CPI: $0.90ARPD: $1.13Profit: $0.23

Source: Distimo/Chartboost (http://www.distimo.com/blog/2014_02_publication-how-the-most-successful-apps-monetize-globally/)

Market Factors: 1 City, 1 Country

Market Factors: Similarities

Market Similarities: Genre Preferences

• RPG/Adventure• Puzzle• Social

• RPG/Adventure• Social• Strategy

• Puzzle• RPG• Simulation

Soft Power: Sphere of Influence