East to west how to maximize monetization when operating a mobile game in different markets emma povkhan
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The document discusses strategies for monetizing mobile games across different global markets, particularly focusing on the contrast between Asian and Western preferences. It highlights successful case studies, such as 'Immortalis,' which adapted a Japanese game for Western audiences, and examines key performance indicators. The content emphasizes the importance of cultural adaptation, marketing strategies, and understanding audience tastes to maximize monetization potential.
East to west how to maximize monetization when operating a mobile game in different markets emma povkhan
- 1. East to West: how to maximize monetization when operating a mobile game in different markets October 2014, Emma Povkhan
- 2. Introducing the Speaker EMMA POVKHAN • Portfolio of free-to-play mobile games • 7+ years of monetizing freemium products Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 2
- 3. Introducing SevenGames The combination of Aeria and ProSieben Games has created the leading publisher in Europe Access to TV Access to IP Ownership of additional digital reach + = SevenGames International portfolio World leading monetization Free-to-play pioneer Top 3 player in Europe World class operations Unparalleled marketing power +TV International community of 80m gamers Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 3
- 4. Our New Global Footprint 4 We continue our presence in Europe, the U.S. and Asia North America 26 million users South America 14 million users Europe* 42 million users Berlin, Germany Global HQ of merged entity Seoul, Korea New office in Seoul opened in September San Francisco, USA New office planned to open in Q4 2014 *Including Turkey and Russia Localized games offered by Aeria Games Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential
- 5. Portfolio Overview 5 Our portfolio comprises 50+ immersive games across PC, browser and mobile platforms PC Client Browser Mobile Aeria Games Portfolio Overview ProSiebenSat.1 Games Portfolio Overview New in 2014 Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential New in 2014 New in 2014 New in 2014 New in 2014
- 6. Asian Developers: True Innovators Asia has always been a major source of innovation in games Pioneering and dominating in free-to-play games on PC Strong mobile platform presence since existence of feature phones Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 6
- 7. Asian Games: Amazing Metrics Global success of Asian games is a good example of supreme performance Stronger retention due to focus on live events Stronger ARPPU due to committed core gamers Stronger ARPU due to well adopted payment options Rage of Bahamut Puzzle and Dragons $26.72 $19.52 $32.46 $21.60 $35.00 $30.00 $25.00 $20.00 $15.00 $10.00 $5.00 $- Q1 2013 Q1 2014 United States China Download Ranks Below 1,500 Top Grossing Ranks Above 100 M-ARPU $11.89 Clash of Clans M-ARPU $1.31 Candy Crush Saga M-ARPU $0.75 *In U.S. App Store, May 2013 to Oct 25, 2014 *Digital Game *Mobile Data Brief: May 2014 | ★ SuperData Sales: April 2014 | ★ SuperData Aeria Games Europe GmbH - ProSiebenSat.1 Games GmbH - Confidential 7
- 8. Asian Success: East vs. West 8 Yet Asian games have not really gained full traction in Western mobile markets Western Countries U.S.A. UK Australia Germany Canada France Italy Switzerland Russia Netherlands Asian Countries Japan South Korea China Taiwan Western Markets – Top 5 Grossing Apps iPhone, Nov 2013 Asian Markets – Top 5 Grossing Apps iPhone, Nov 2013 Main Inhibitors Different tastes in art style and presentation Different levels of audience sophistication Different role of OTT platforms (WeChat, Line, Kakao) Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential
- 9. Our Success:Immortalis Case Study 9 In 2013 we‘ve successfully launched Japanese Top 20 game “Guardian Battle“, adapting it to fit 100+ Western markets Art Style Communication Monetization Game Engine = Japan Market Guardian Battle Western Markets Immortallis Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential
- 10. Success Story: Results in the West #2 Top Grossing in Germany Remains Unchanged #3 Top Grossing in France #47 Top Grossing in the US #20 Top Grossing in Canada Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 10
- 11. Case Study: Overview Art style Game Design 11 We’ve maximized performance by working around psychological, sociological and economical differences Cultural references Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential Price points Communication Gambling
- 12. Art Style: App Icons Japanese Version ANIME Western Versions FANTASY Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 12
- 13. Art Style: Card Art Japanese Version Western Versions Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 13
- 14. Cultural References: Events, Art SAKURA BLOSSOM EVENT Japanese Version Western Versions QUEEN’S BLADE, MAYOU Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 14
- 15. Communication: Simplified UI Remains Unchanged TUTORIAL Japanese Version Western Versions Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 15
- 16. Communication: Simplified UI Remains Unchanged BANNERS Japanese Version Western Versions Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 16
- 17. Game Design: Guild vs. Personal Japanese Version Western Versions 50% 50% REWARDS FOR EVENTS Personal Rewards Guild Rewards Remains Unchanged 5% 95% Personal Rewards Guild Rewards * Estimated for Raid Event 12, “Black Sun”, comparison of rank #1 in personal reward to rank #1 in guild rewards Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 17
- 18. Gambling Mechanisms: Gacha gachapon "blind box" sets coin-operated capsule toys vending machines blind purchase gacha gacha capsule Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 18
- 19. Gambling Mechanisms: Gacha gachapon Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 19
- 20. Gambling Mechanisms: Gacha Step Gacha in Applibot’s “Chaos Drive” Gacha Retries in Colopl’s “Pro Baseball PRIDE” Scratch Gacha in Cygame’s “Rage of Bahamut” Sugoroku Gacha in Applibot’s “Legend of the Criptids” 12x Gacha seen in Asobism’s “Dragon League X” Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 20
- 21. Gambling Mechanisms: Gacha Japanese Version Western Versions 93% 7% Gambling Direct Sales SALES SHARE Remains Unchanged 54% 46% Gambling Direct Sales *Data for January 1 - Aug 10, 2014. Western version is on example of DE. Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 21
- 22. Aggressive Monetization: Prices CONVERSION Remains Unchanged WHALES Japanese Version Western Versions Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 22
- 23. Success Story: Results in the West Industry KPIs Immortalis KPIs M-ARPU $20.15 (IMM DE, Dec-2013) D-ARPU $10.27 (IMM FR, 28-Sep-2013) D-ARPPU $191.9 (IMM FR iOS 16-Apr-2014) M-ARPPU $262.72 (IMM FR iOS , Oct-2013) Puzzle and Dragons M-ARPU $11.89 Clash of Clans M-ARPU $1.31 Candy Crush Saga M-ARPU $0.75 US Q1 2014 M-ARPPU $21.60 China Q1 2014 M-ARPPU $32.46 *Digital Game Sales: April 2014 | ★ SuperData Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 23
- 24. BAM! – Battles and Monsters!
- 25. Art Production 25 To facilitate the adaptation of Asian games, we’ve built an internal studio to create art that matches our audiences Style Adaptation Evolution Concepts Original Card Art Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential EXAMPL ES
- 26. BAM! - Battles and Monsters! Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 26 So far our largest project, featuring hundreds of lovable, silly monsters • Comic fantasy style trading card game • Real-time guild battles • Launch in Q4 2014 • Devices: iPhone/iPod
- 27. THANK YOU
- 28. Gambling Mechanisms: Gacha BARTLE TEST Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 28
- 30. 1. Create Pay-to-Enjoy Experience Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 30
- 31. 2. Ensure Maximum Exposure Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 31
- 32. 3. Talk Newbie-friendly Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 32
- 33. 4. Keep it if it Works Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 33
- 34. 5. The Power of Free Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 34
- 35. 6. Price Perception: Context Matters Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 35
- 36. 7. Two-step Approach Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 36
- 37. 8. Adhere to Payment Methods Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 37
- 38. 9. The Power of Number 9 Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 38
- 39. 10. The Power of Mass Market Remains Unchanged Aeria Games Europe GmbH- ProSiebenSat.1 Games GmbH- Confidential 39
- 40. THANK YOU
Editor's Notes
- #5: 82 mil users
- #8: Summer 2012 – DL galore. Last 1.5 years stable grossing By factor of 9-15
- #13: JP: (1) anime-inspired. (2) edgy, dynamic drawings. (3) art more provocative/exposed, due to (4) less realistic style WEST: (1) dark fantasy style. (2) epic adventure world. (3) realistic painting style. (4) appeal is rather enticing/erotic, not as directly provocative
- #14: JP: (1) anime-inspired. (2) edgy, dynamic drawings. (3) art more provocative/exposed, due to (4) less realistic style WEST: (1) dark fantasy style. (2) epic adventure world. (3) realistic painting style. (4) appeal is rather enticing/erotic, not as directly provocative
- #15: Headless Horseman, Jeanne d'Arc
- #19: coin-operated toy vending machines, @ grocery stores
- #20: Akihabara based on popular licenses from JP manga, video games, anime Released in sets
- #21: Step, scratch, box, kompu Box (patent? DeNA)
- #22: 39% direct sales, but avoid pay-2-win
- #23: We struggle to convert,
- #32: visible, flashy and catchy
- #34: 100% consumption rate Gap b/w noob and pro
- #39: +24% versus their nearby, ’rounded’ price points (Priceless by William Poundstone). MIT + University of Chicago, $34, $39, and $44