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Georg Broxtermann
Co-founder / Bizdev flaregames
@broxtermann
georg@flaregames.com
@Global Game Stars 2013: Where the Asia...
2 Studios in Karlsruhe
and Frankfurt, Germany.
About 110 people.
ROYAL REVOLT 2
• Reverse TD (Single Player)
• Release 09/12
• 12 Mio DL
• Among Top markets: China, TW, KR, JP, TH
• Multi...
Major Shifts in the Korean mobile market
From a Kakao dominated Android market to a more accessible market with two major
...
Flaregames‘ approach to enter Korea
GOALS:
• Learning (social features, marketing,...)
• Keeping control of our IP
• Not l...
Our expectations for RR2 for Kakao
Finding the right publishing partner
• Around 20 Korean companies evaluated RR2
• We tracked who understood RR2 best
• We ...
• Initial Kakao concept by Incross with
additional features: Inviting, Friends list,
Gifting, Couponing,....
• Some locali...
Launch 9th of March, No1 Kakao game 10th of March
175K Pre-registrations via
Kakao and Naver
Marketing: Pre-registration
https://www.youtube.com/watch?v=vKZeAOZuZnA
Influencer Marketing
Emoticon Marketing
• March 9: Launch
• 120K Downloads in the
first 24h
• March 10: No 1 Kakao game
• Highest rank Google Play
March 16: 4
• H...
0
0.2
0.4
0.6
0.8
1
1.2
AXISTITLE
ARPDAU
Global US Kakao
Global version vs. Kakao version
0
50
100
150
200
250
300
350
400
450
500
Gems spent per DAU
Global US Kakao
Global version vs. Kakao version
Learnings so far
• Korean mobile market changes very fast.
• You need an iOS version to do non-digital marketing (TV,
outd...
Want towork with flaregames
@broxtermann
georg@flaregames.com
Outstanding portfolio of Midcore
Mobile MMO‘s by thebest dev...
Casual connectasia2015 talk_broxtermann
Casual connectasia2015 talk_broxtermann
Casual connectasia2015 talk_broxtermann
Casual connectasia2015 talk_broxtermann
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Casual connectasia2015 talk_broxtermann

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Royal Revolt 2 for Kakao - How we entered the Korean Mobile Games market.
In March 2015 flaregames brought a version for Kakao of its worldwide successful mobile game Royal Revolt 2 to Korea.
The results were different from what we've expected.

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Casual connectasia2015 talk_broxtermann

  1. 1. Georg Broxtermann Co-founder / Bizdev flaregames @broxtermann georg@flaregames.com @Global Game Stars 2013: Where the Asian journey began
  2. 2. 2 Studios in Karlsruhe and Frankfurt, Germany. About 110 people.
  3. 3. ROYAL REVOLT 2 • Reverse TD (Single Player) • Release 09/12 • 12 Mio DL • Among Top markets: China, TW, KR, JP, TH • Multiplayer Reverse TD • Release Q1/14, 16 languages • 20 Mio DL • „Best of 2014“ by the Apple AppStore and „Editors Choice“ by Google Play.
  4. 4. Major Shifts in the Korean mobile market From a Kakao dominated Android market to a more accessible market with two major OS / App Stores and a relevant Naver. Google Play Korea, Top Grossing Charts, January 15, 2014 (left) April 29, 2015; source Appannie
  5. 5. Flaregames‘ approach to enter Korea GOALS: • Learning (social features, marketing,...) • Keeping control of our IP • Not losing speed with the global version of RR2 APPROACH: • KAKAO Game with a publishing partner
  6. 6. Our expectations for RR2 for Kakao
  7. 7. Finding the right publishing partner • Around 20 Korean companies evaluated RR2 • We tracked who understood RR2 best • We requested and evaluated feedback, the product concept and marketing ideas • We‘ve choosen to go with Incross / TheAppsgames
  8. 8. • Initial Kakao concept by Incross with additional features: Inviting, Friends list, Gifting, Couponing,.... • Some localization / culturalization changes, e.g. name change to Royal Roader for Kakao (only in Korean). • Some additional marketing SDKs • Identical tools: Server, tracking, game management tools,... • Google Play and Naver version Set-up
  9. 9. Launch 9th of March, No1 Kakao game 10th of March
  10. 10. 175K Pre-registrations via Kakao and Naver Marketing: Pre-registration
  11. 11. https://www.youtube.com/watch?v=vKZeAOZuZnA Influencer Marketing
  12. 12. Emoticon Marketing
  13. 13. • March 9: Launch • 120K Downloads in the first 24h • March 10: No 1 Kakao game • Highest rank Google Play March 16: 4 • Highest grossing Google Play March 18: 27 • 6 weeks in Top 100 grossing charts Google Play • 20% of the overall revenue from Naver First results
  14. 14. 0 0.2 0.4 0.6 0.8 1 1.2 AXISTITLE ARPDAU Global US Kakao Global version vs. Kakao version
  15. 15. 0 50 100 150 200 250 300 350 400 450 500 Gems spent per DAU Global US Kakao Global version vs. Kakao version
  16. 16. Learnings so far • Korean mobile market changes very fast. • You need an iOS version to do non-digital marketing (TV, outdoor media,...) • Marketing Mobile Games is very different to „western“ methods • Kakao platform provide exceptional mobile users but doesn‘t effect virality and retention as expected (RR2 experience or in general?) • It is time consuming..... • It is good to have a PORTFOLIO of great games 
  17. 17. Want towork with flaregames @broxtermann georg@flaregames.com Outstanding portfolio of Midcore Mobile MMO‘s by thebest developers from the west Set-up experience in Asia Invitation to the world famous Munich Oktoberfest

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