Korean Mobile Game Marketing Trend & Strategy презентация

publisher wants to make success.

* Based on the app annie numbers released on Jan, 2014
http://www.slideshare.net/PGBiz/jundeyuappannieby-the-numbers-the-japanese-market

Google Play Revenue Top 3

Korea, Japan and US now generate 75% of Google Play revenue

Tens of new titles are released everyday through Kakao platform or not.
Korean developers know their market well and making the market-oriented game
Some of them are big, others were startups but now growing preparing IPO

example of success. But most games which are successful in US or own country are hard to succeed.

without much visible marketing in Korea.

Candy Crush Saga in PSY ‘Gentleman’ MV by King headquarters
http://youtu.be/ASO_zypdnsQ

http://www.youtube.com/watch?v=LFxEhBRrQfM

Candy Crush Saga CableTV CF in Korea

including mobile/online/offline and TV CF, estimated to spend over $10M.

1-3 for over 5 months and revenue seems positive than doing passive or no marketing.

capital
It’s a high risk, high return strategy supported by product confidence and global hit
They started a big advertising budget with korean localization
Without high quality product and localization, offensive marketing budget would just end with ‘Branding’ or ‘Spending’…..

Branding~~~ T_T

it’s better to do nothing.
Test your product KPI with localized version or a small of marketing budget
Boost your product to test market response
Go commercial to broaden user base

tool to get exposure and users in Korea.
Budget range $30,000-$60,000 to rank in top free 25 or 10 (Google Play)
But many games ended with just more downloads and some ranking numbers... not leading to lasting(?) rank boost effect or visible sales impact
You can check market possibility and plan additional marketing spend if you see positive marketing and product KPI

top free ranking within 7~10 days and out of rank 100 in a month

[Boost]

Top free ranking go slowly down and maintain top grossing over month

[Boost]

enough to lift ranking or expect ROI positive.
It’s usually over $3 whether Casual or RPG game in case of Korean ad networks
Recommend to spend when it’s high lucrative or LTV title
Test and scale the right media according to your marketing goal

product status, marketing goal & strategy.

- Have clear goals and objectives on your marketing plan

Buy on a CPI basis
- As non-incent does not guarantee ROI, it’s best to buy/calculate on a CPI basis

Test and scale the right media according to your app, mktg goal & performance