mobile games for asian women
TRANSCRIPT
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Mobile Games for Asian Women
Yup Hwang
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Table of Content
1. Introduction- Who we are
2. Target- Why we targeted
3. Approach- How we approached
4. The Next Step- Where we are going to
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01 Introduction
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Extensive experience of mobile social network game
Most famous female game provider in South Korea
Strong network with major platforms in Asia
Introduction - The Company
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Introduction - The Company
IN 2011, ZYNGA LISTED ON NASDAQ
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Introduction - The Company
AND 2014, PATI GAMES LISTED ON KOSDAQ
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Introduction - Products
20 Million 30 Billion 10 Trillion
‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011
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Introduction - Products
1.5 million registered users in Korea2.5 million registered users in Korea20 million registered users in Global
Non Game User → New Gamer New Gamer → Core Gamer
3 REPRESENTING TITLES OF PATI GAMES FOR WOMEN
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02 Target
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Target - Global
FEMALES BEAT MALES ON MOBILE GAMING
IN-APPPURCHACES
TIME 7-DAY RETENTION
31%35%
42%
Source) Flurry: Female Gamers Over Index vs. Males on Time, Money and Loyalty
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Target - South Korea
User by Gender(Dec. 2012)
63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA
Females Males
63%
37%
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Top 10 Countries - DAU(Oct. 2013)
Target - Asia
‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN
Taiwan Japan Thailand Hong Kong
Indonesia Malaysia Singapore Others
200K
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03 Approach
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Approach – What To Say
WHAT WOMEN WANT
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Approach – What To Say
STARTING-UP THEIR OWN CAFÉ = THEIR DREAM
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Approach – What To Say
Drag it!
Tilt it!
Touch it!
VICARIOUS SATISFACTION BY GAMING
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Approach – How To Say
TOUCH HER HEART, NOT HEAD
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Approach – How To Say
EMOTIONAL APPROACH DRIVES MARKETING SUCCESS
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Approach – How To Say
IN
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Approach – The Place To Say
PROPOSE TO HER AT THE RIGHT PLACE
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Approach – The Place To Say
SOCIAL PLATFORM = KEY SUCCESS FACTOR
KAKAO TALKSOCIAL PLAT-
FORM NO PLATFORM
NRU(launch + 6mth)
M1 M2 M3 M4 M5 M6
1.7M
1.5M
1M
660K 590K470K
120K83K
54K32K 45K 28K
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04 The Next Step
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The Next Step - Content
THE NEXT ‘I LOVE’ SERIES, RESORT
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The Next Step - Platform
WAITING FOR THE NEW PARTNER, ALWAYS
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