This document discusses mobile trends and user acquisition strategies in Japan and South Korea. It provides an analysis of the mobile markets in both countries, noting that card battle games remain popular in Japan while casual games are dominant in South Korea. It also outlines user acquisition strategies for each market, highlighting the importance of incentivized install campaigns using rewards or currency given to users. A case study on a game called "Burn the Rope" shows how incentivized installs drove much higher initial download numbers compared to organic installs. The document is presented by Adways, a mobile marketing company with offices throughout Asia.

1. Mobile Trends and User Acquisition
Strategies in Japan and Korea

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Introduction
Japan & South Korea
– Market Analysis
– User Acquisition Strategies
Case Study: Burn the Rope
– Localization + Culturalization
– User Acquisition by numbers
Agenda

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Successful self-publish in Asia
is possible

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Offices in 12 countries
Introduction
Japan (HQ)
South Korea
China
Taiwan
Philippines
Hong KongIndia
Thailand
Vietnam
Singapore
Indonesia
Business
Adnetwork
UA Analytics
Ad agency
App developer

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Adways worked 19/20 Top grossing game developers in 2012
Introduction
CLIENTS
iPhone Top Grossing Publishers in Japan
Adways Clients
Source: AppAnnie 2012

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ARPU in Japan is up to x4 of USA
JAPAN: Market Analysis
Installs $ $/Install
USA
Japan
1
0.25
1
0.54
1
2.2
Source: AppAnnie Q1 2013
Installs $ $/Install
USA
Japan
1
0.3
1 1.1
1
4
All Indexed figures

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Market Trends: Card battle games still popular
JAPAN: Market Analysis
3/30
Western Games
6/30
LINE Games
13/30
Card Battle Games
30 Top Grossing

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Incent is king; Non-incent CPI is limited
JAPAN: User Acquisition Strategy
CPC$0.12 -
Max installs/day
1500
CPI
$0.8 -
Max installs/day
150,000
INCENT
CPI
$3 -
Max installs/day
100
NON- INCENT
Similar to USA 18months ago

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Android kingdom
KOREA: Market Analysis
Source: AppAnnie Q1 2013
1
0.1
1
0.05
1
0.5
Installs $ $/Install
USA
Korea

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Top 5 Android games make US$2M/month
KOREA: Market Analysis
Kakao Talk domination
11/50
Foreign Games
(Top Grossing)
30/50
Kakao Games
(Top Grossing)
38/50
Casual Games
(Top Grossing)

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Incent is out of control (Price and volume)
KOREA: User Acquisition Overview
CPI
Does not exist
0
NON- INCENT
CPI
$0.3 -
Max installs/day
100,000
INCENTCPC$0.04 -
Max installs/day
1000

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Why incent?
User Acquisition in Asia
Ranking hurdle
Apple policing
Consumer Demand

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Impact of Incent in Japan
Case Study: Burn the Rope
Burn the Rope
By Adways Interactive
 Campaign installs: 20,000 in 4hrs
 Organic installs: 40,000 in 4 days
 Total cost: $20,000
Using

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THANK YOU!!!
@Asakayza
ken@adways.it