Presentation of Pocket Gamer Connect 2014 about App User Acqusition in Japan and Korea.

1. CONFIDENTIAL
User Acquisition in Japan and Korea

2. Agenda
Introduction
East vs West UA Evolution
Japan UA in 2014
South Korea UA in 2014
East vs West gaming in Numbers
slideshare.net/kasakura1
hello@adways.it

3. About Adways
Publicly operated Digital Marketing Firm
CLIENTS
Business
Adnetwork
UA Analytics tool
slideshare.net/kasakura1
17 offices
11 countries
1100 employee
hello@adways.it

4. East VS West UA Trends
Asian User Acquisition Evolution lags USA
2010
2011
CPC
Incent
Market
Developing
Market
Developing
slideshare.net/kasakura1
CPI
Market
Developing
Market
Developing
2012
2013
2014
Non-Incent
CPI
Video
Targeting
?
Incent
CPI
Video
Targeting
?
Incent
CPI
Local
Innovation
hello@adways.it

5. JAPAN: User Acquisition in 2014
Incent + Facebook is key; very little non-incent CPI
INCENT
Non- INCENT
CPI CPI
Install Ad
$0.80
$3
CPC $0.65
Max installs/day
Max installs/day
Max installs/day
150
1000
100,000
eCPI : $3-5
slideshare.net/kasakura1
hello@adways.it

6. KOREA: User Acquisition in 2014
Incent CPI is out of control
INCENT
CPC CPI
$0.04 -
Install Ad
$0.30
CPC $0.21
Max installs/day
Max installs/day
Max installs/day
1000
150,000
200
eCPI : $2-6
slideshare.net/kasakura1
hello@adways.it

7. Localizing AppStore Assets
Invest $500-600 to localize screenshot!!
slideshare.net/kasakura1
hello@adways.it

8. East vs West Gaming numbers
UA Analytics tool used by over 300 game devs
CPI incent is out of control (Price and volume)
http://Partytrack.it
slideshare.net/kasakura1
hello@adways.it

9. East vs West Gaming numbers
Aggregated app data of Android Top 50 grossing games
Day1
retention
Day 7
Retention
IAP%
ARPDAU
ARPU
１
1
1
1
1
1.25
1.22
1.22
2.83
1.39
1.6
1.56
1.5
1.87
1.48
slideshare.net/kasakura1
hello@adways.it

10. East vs West Gaming numbers
Aggregated app data of Android Top 50 grossing games
THANK YOU!!!!
Ken Asakura
@Asakayza
Slideshare.net/kasakura1
slideshare.net/kasakura1
hello@adways.it