what asian market suits you? macro-level guiding principles for entering the asian market
DESCRIPTION
Have you ever thought about entering the mobile game market in China, Japan, or Korea? If you're having trouble knowing where to start, this presentation will give you a rundown of the North East Asian market, and why Korea might be a good fit for you. This presentation was given in front of a live audience at Pocket Gamer Connects Helsinki, 2014.TRANSCRIPT
Which Asian Market Suits You? Macro-level guiding principles for entering the Asian market
Curtis FileE: [email protected]:@CurtisFileW: game.latisglobal.com B: blog.latisglobal.com
10 years100 people (35 in Game Division)
Agency Services: • Publisher connection• Localization• Marketing• Customer support• Community management• Testing
Our Company
North East Asia: Common Perspectives
?
Korea as a Test Market
Ease of Business
Ease of Doing Business Index Rankings
#7 #27 #96
Source: World Bank (http://data.worldbank.org/indicator/IC.BUS.EASE.XQ)
#24 #26 #34
English Proficiency Index Rankings
Source: Education First (www.ef.com/epi)
Market Factors
Market Factors: Tech InfrastructureCountry 4G Coverage Average Download
SpeedsComparison to World Average
91% 18 MB/S +66%
68%11 MB/S +28%
Major Cities Only 2-4 MB/S (non-4G speeds) -52%
Source: [1] Open Signal (http://opensignal.com/)
Market Factors: Smartphone Penetration
Source: [1] Our Mobile Planet
Market Factors: Purchasing Power
Country Average Monthly Income (USD)
Data Package Cost(USD)
Portion of Income
~$2, 903 Unlimited $70-$80 2.75%
~$2,522 Unlimited $70-$80 3.17%
~$700 5GB $100 14.28%
Source: [1] International Labor Organization (http://www.ilo.org/global/research/global-reports/global-wage-report/2012/lang--en/index.htm
Average CPI vs ARPD
CPI: $1.98ARPD: $3.82Profit: $1.84
CPI: $1.86ARPD: $6.34Profit: $4.48
CPI: $0.90ARPD: $1.13Profit: $0.23
Source: Distimo/Chartboost (http://www.distimo.com/blog/2014_02_publication-how-the-most-successful-apps-monetize-globally/)
Market Factors: 1 City, 1 Country
Market Factors: Similarities
Market Similarities: Genre Preferences
• RPG/Adventure• Puzzle• Social
• RPG/Adventure• Social• Strategy
• Puzzle• RPG• Simulation
Soft Power: Sphere of Influence