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Serving a Global Audience
Brian OhDirector, Business Development
Gamevil Inc
Established in 2000Mobile game development and publishing
HQ in KoreaGlobal location in USA (LA), Japan (Tokyo) and China (Beijing)
iOS and Android platformOver 260M download base worldwide
Is there a rule of thumb to reach at top of the ranking?
Smartphone game market seems to grow larger and larger but it looks like there are handful of developers/publishers get benefit.
Still, there are no right or wrong ways.Everyone should try hard to make a success.
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Global Mobile Game Market
Every game wants to be successful.
155 App Store territories with 54 language support
142 Google Play markets with 49 language support
Focus on the market
5
Start with the market you know the bestTake advantage of being in Asia
• Korea
• China
• Japan
• Taiwan
• Singapore
• Hong Kong
.
.
.
Target Market Expansion
You never know which market or country will bring better performance
Game A Game B
Game C
Download breakdown
Consider adding Thai, Russian and German.
Data Driven Operation
Each market offers different user behavior
Breakdown in each market for operation as much as possible is essential
Country iPad iPhone
Japan 0.87 1.26
Hong Kong 0.48 0.61
Singapore 0.92 0.59
South Korea 0.64 0.56
Australia 0.74 0.56
United States 0.57 0.32
United Kingdom 0.38 0.31
Country Google Play
Japan 0.91
South Korea 0.39
Australia 0.31
Singapore 0.16
United States 0.15
United Kingdom 0.12
Hong Kong 0.10
* Revenue per download in January, 2013
Game category only / Based on App Annie
Social Platform
Number of social platforms for games emerge
Kakao: Messaging app with game center, channeling
LINE: Messaging app with game center, publishing
Facebook: Social network service, social integration
Wechat: Messaging app, game center coming soon
Social Platform
Kakao game example: Air Penguin Friends
Brag Invite Character upgrades
Social Platform
Common features of social game design
Share the score and achievements
Send and receive gifts (hearts, items, etc)
Invite friends to play together
Brag the score and challenge friends
Competition and ranking
Same events but different
banners for each market
Running game events for each market
Market specific event
Operation
Operation
Communicating with users
Connect with them in any way possible
Gamevil USA Facebook page Gamevil Youtube page
Gamevil Inc Twitter account Gamevil China Weibo account
Operation
Korean gamers need more intimate care
Gamevil Korea ‘game mania’ forum
Gamevil customer service board
Operation
Cross promotion among games
Language specific banners for new downloads and events
Push notification for retention
Target local users for new downloads, participate in events and retention
Summary
Start and focus on the market you know the best
Maximize the usage of social platform
Analyze and respond quickly to global audience
