AppFlood: A Game Developers Guide to Getting into China
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A Game Developer’s Guide to Asia (But Really China) October 9, 2013
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By: Fernando Pizarro of PapayaMobile/AppFlood
Transcript of AppFlood: A Game Developers Guide to Getting into China
A Game Developer’s Guide to Asia
(But Really China)
October 9, 2013
Who is PapayaMobile?
Social gaming network for Android with 127+ million users and 600+
gamesFounded in 2008 with $22M raised through DCM and Keytone.
140 staff with offices in San Francisco, London and Beijing More than 80% of users come from US and EuropePopular games earn more than $1 million per year.
The only 100% transparent cross-promotion platform for buying, selling and exchanging mobile traffic.
If you’re not thinking about Asia…
Source: IAB/Techcrunch
Every major market in Asia is different
• You’ll need to pick your poison• Largest = China• Fastest Growing = India• Most Advanced = Japan/Korea
Mobile gaming in China to be worth
$3.6 Billion by end of 2017
Niko Partners, July 2012
China overtakes US in new activations
Flurry, Feb 2013
With lots of app usage to boot
In millions
I get it – it’s big, it’s important, I want in.
What do I need to know?
China is unique in several ways
Monetization
Market
Distribution
So what are the key things you need to do?
• Localize your game
• Get your app into and featured in appstore
• Figure out a UA strategy
• A payment method for your IAP
Localization
• “Culturalization” is important• Chinese language voiceover• Chinese locations and references
• China hosted servers!• Reduced filesize• Lots of pirated downloads = large installed
user base with update.
App Store
Hiapk Market
Goapk Market
Gfan Market
Appchina
91 Market
Nduo
Heruixinfeng
EOE Market
Starandroid
XDA
# DOWNLOADS/DAY
15,000-20,000
15,000-20,000
8,000-12,000
6,000-12,000
5,000-8,000
About 5,0001,000-2,000
1,000-2,000
1,000-2,000
1,000-2,000
Wireless Appstores Are Not The Biggest Game in Town
………OEM and Carrier relationships also matter
BUT…The biggest bang for your buck…
SMS Sideload/Online Distribution Partners – there’s only two that matter:
Qihoo360Tencent
100k+ Downloads a Day
• Press matters, as in the US
– It’s not Twitter, it’s Weibo
– It’s not What’sApp, it’s WeChat
• Pay to play in some stores = getting featured
• Cross promotion with established players
• Marketing budgets for advertising = know your
ROI
– It’s not Flurry, it’s UmengCONFIDENTIAL
User Acquisition
So Can it Work? YES! • Yodo1’s Ski Safari
• From 35k downloads in 8 months, to 8.2 MILLION (iOS + Android) in 3 months via:
• Light localization• Local ad networks• Android distribution
• Plants V. Zombies China• Candy Crush China – known to pay up to $5 an
install for iPad users.
Piracy
• 2.6MM pirated downloads upgraded to legitimate users
• Minimum of 1.4MM incremental downloads
Lots of happy gamers…and the beginning of a partner’s China
strategy
