Stephen Lee, Executive Director, Head of Publishing, 6waves
42
SECRETS TO SUCCESS: Achieving Top Grossing Ranks In Asia
Transcript of Stephen Lee, Executive Director, Head of Publishing, 6waves
SECRETS TO SUCCESS:
Achieving Top Grossing Ranks In Asia
ABOUT 6WAVES
• Free-to-play publishing pioneer
• Eastern European partners
• Asia-focused
WHO? WHAT? WHEN?
WHERE? WHY? HOW?
WHY?
(What’s the big deal about Asia?)
MASSIVE POTENTIAL…
Source: SuperData
…AND STILL GROWING!
82% of global game market growth
Source: Newzoo
WHAT?
(What do we need to know?)
THE “ASIAN MARKET”
• Billions of people
• Dozens of countries, cultures
• Hundreds of languages
TOP WESTERN MARKETS
Source: AppAnnie
United States
United Kingdom
Australia
Germany
Canada
TOP ASIAN MARKETS
China
Japan
South Korea
Taiwan
Hong KongSource: AppAnnie
WHO?
(Should we self-publish?)
WHERE?
(Where should we launch?)
WHERE MOST PEOPLE THINK:
CHINA SNAPSHOT
CHINA
CHINA: ONE DOMINANT PLAYER
COMPLEX ECOSYSTEM
Carrier Stores Third-Party Stores
... ...
Device Stores
WHY CHINA IS TOUGH
100%CARRIERSTORES
30%
THIRD-PARTY STORES
40% PUBL
ISH
ER
12%
DEV
ELO
PER
12%
JAPAN SNAPSHOT
JAPAN
JAPAN: DUOPOLY
MARKET CHARACTERISTICS
SOUTH KOREA SNAPSHOT
SOUTH KOREA
SOUTH KOREA: LOCAL DOMINANCE
MARKET CHARACTERISTICS
WHERE ELSE?
EXCITEMENT ABOUT SEA
SIZE COMPARISON
RUSSIA HONG KONG144 million POPULATION 7 million
9 POPULATION RANK 100
10 GOOGLE PLAY REVENUE RANK 8
HOW?
(What are the keys to success?)
TOP GROSSING IN HONG KONG
YOU NEED A GOOD GAME
LOCALIZED MARKETING
Not just about the game, but also voiceover in local language and TVC with a local twist
EXCEPTIONAL CULTURALIZATION
PRE-REGISTRATION / FAN PAGES
USER ACQUISITION
Run. Learn. Repeat.
RIGOROUS A/B TESTING
Same Image, Different Text Same Text, Different Images
CONSTANT OPTIMIZATION
OUTDOOR ADVERTISING
09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 00 01 02Hour
IMPORTANCE OF TVC
VIP MANAGEMENT & LIVE OPERATIONS
8% of users represent 65% of revenue
FINAL TIPS• Consider genre and audience
• Always think about localization
• Publishers can help (but don’t rely on one)
• Manage resources, risk
WHEN?
(When should I start thinking about Asia?)
NOW
Source: Newzoo
