Bí Quyết Quảng Cáo Games Trên Twitter Cho Thị Trường Nhật Bản

Twitter is what’s happening in the
world and what people are talking about

Less
‘Look at me’
Twitter’s Audience
More
‘Look at this’
People on Twitter shape what’s happening and it’s the people on the platform that make Twitter so unique.
This is why the biggest headlines, global memes and most powerful movements start on Twitter.
People on Twitter are not about “look at me.” Twitter is about “look at this.” This behavior is fundamentally different from other platforms
and why Twitter is the #1 platform for discovery vs. “look at me” platforms.

Receptivity ResultInfluence
Twitter’s superpower comes from
3 characteristics of its audiences…
Their eyes and minds are
open when they are on
Twitter
Their voices are louder
while their acts can be seen
publicly
Their decision is faster
as they tend to be the
innovator

Discover
What’s
Happening
Jumpinto
What’s
Happening
Follow
their
passions
Which drive 3 usage habits of how
Twitter users use the platform…
They are ready to discover
new things whether they
are news or launches of
brand.
They are actively
creating conversation
while having opinions
around those new things
They connect with their
interests and follow them
while also be ready to
act or convert

28%
-5%
19% 20%
3%
Percent monthly user difference between culture-focused and non-culture-focused
% Difference of Monthly Users Passionate vs. Not-Passionate about culture
Twitter Facebook Instagram YouTubeSnapchat
28%
On Twitter, you are more likely to find users who care about real-time events
Twitter is where you’re most likely to find people that care about what’s happening
Source | MAGNA & Twitter “The Impact of Culture”, US, 2019

SOURCE: https://www.adweek.com/digital/twitter-saw-a-71-increase-in-gaming-conversation-in-the-second-half-of-march-2020/

The Past & The Present of video game industry
Source: Twitter MI&A APAC | https://www.techtimes.com/articles/57048/20150604/gaming-go-future-mobile-vs-consoles.htm
Atari 2600 VCS
Microsoft's Xbox
1990s 2000s 2010s
Sega Genesis
Nintendo
Entertainment System
Sony's
Playstation
Nintendo released the DS
Nintendo's Wii U
PS4, PS4 pro
Nintendo’s handheld game
console, the Game Boy
First pre-installed
mobile game, Snake
Sony's Playstation Portable
(PSP)
Xbox 360 PS5 coming soon
PS 2
Candy Crush Saga
Pokémon GO
Angry Birds
Plants vs. Zombies
League of Legends
Hyper-casual
games
Dota 2
World of Warcraft
The history of the video game industry

Tweets related to gaming in 2019 globally
2019 Global Game-Related Tweets
1 billion +
Source | Twitter Internal Data ; Data is pulled from Jan 1, 2019 - Dec 31, 2019 around Gaming-related conversation

122%
2019 YoY growth in gaming-related
conversations on Twitter
The number of game-related tweets on Twitter
increased by 122% in 2019

The gaming audience come to Twitter in a
discovery mindset
Game audiences come to Twitter with an exploration
mindset, which means their attention and responsiveness
will be higher
Twitter users follow esports gaming stars or video
game studios globally.
41%
来源: Twitter亚太区市场研究团队 | Global Web Index ; Q3-Q4 2018 ; Twitter Visitors/Users ; All interests: Gaming.

Source: https://newzoo.com/insights/rankings/top-10-countries-by-game-revenues/
JAPAN IS TOP 3 GAME REVENUE

64,000
10,000
0
150,000
About 50 million people on Twitter concept watch live
Source：トライバルメディアハウス Spark!
2019/04/01 Note
300,000
210,000
▼J apan's major broadcast platform concept to see number
600,000
5 0 0 , 0 0 0
450,000
95,000

基于2018年1月1日至12月31日期间的话题提及量：
Most Tweeted
regions about
gaming in 2019
Top 5 regions
1. Japan
2. United States
3. United Kingdom
4. France
5. Korea
Top 5 countries and
regions with the most
game tweets in 2019

Fastest growing
gaming conversation
Source | Twitter Internal Data ; Data is pulled from Jan 1, 2018 - June 30, 2018, Jan 1, 2019 - June 30, 2019 around Gaming-related conversation
Q1 2018 vs. Q1 2019
Philippines
Indonesia
Thailand
Brazil
Malaysia
India
Saudi Arabia
Top countries and
regions with the fastest
growth in game tweets
(potential markets)

25
73%
of Twitter users in Japan play video games
(via mobile, pc, console, etc.)
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383
Twitter reaches an active & engaged audience
that play video games
Twitter has active video game users
Of Twitter Japanese users play video games (via mobile,
computer or handheld, etc.)

Mobile device Console gaming system Handheld gaming system Laptop or desktop
29%
33%
47%
85%
% USE DEVICES TO PLAY VIDEO GAMES
Which of the following devices do you typically use to play video games? (select all that apply)
Twitter users play video games are mobile centric

4 devices
9%
3 devices
19%
2 devices
29%
1 device
43%
57% of the Twitter video gamers play games on
at least two devices
Among those who play video games using any of these 4 devices
Twitter hard core
video game players
Mobile device
Console gaming system
Handheld gaming system
Laptop or desktop
0% 25% 50% 75% 100%
63%
80%
91%
98%
Which of the following devices do you typically use to play video games? (select all that apply)
Hard Core Gamers: Twitter users who play video games on at least 3 devices.

Which of the following best describes you?
Female gamers are mobile centric, while Male
are likely to play console, laptop or desktop
games
Console
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383 8
Mobile 64%
28%
62%
43%

Twitter gaming audience skews younger
millennials across different type of systems
70%
53%
35%
18%
0%
18-24 25-34 35-44 45+
Laptop or desktop Console Mobile device
What age group do you belong to?

5 genre
1%
4 genre
4 %
3 genre
16%
2 genre
2 9 %
1genre
5 0 %
50% of video gamers play different genres of
video game
Among those who play any of these 5 game genres
Play at least 3
game genres
Action/Adventure
Role playing game
Puzzle/Casual
Sports
Strategy
0% 25% 50% 75% 100%
29%
31%
88%
90%
95%
Which, if any, of the following types of video games do you play regularly? (select all that apply)

Which of the following best describes you?
Female gamers like to play puzzle/casual games
while Male gamers tend to play action/adventure
games
Action/Adventure
Source | Gaming Insights Survey, Twitter Internal, Jan 2019, N=5383 13
Puzzle/Casual 50%
28%
34%
39%

Twitter audience spend money on video
games and like to make in-game purchase

Twitter audience spend money on video games
regularly
How much do you typically spend on video games per year (excluding consoles and other hardware)?
% OF MONTHLY SPENDING ON VIDEO GAMES
47%
28%
16%
9%
Under $10 $11-40 $41-100 More than
$100
Among those who spend money on video games
Twitter gamers are mostly paying players

Twitter audience like to made in-game purchase
RANKING GAMING RELATED ACTIVITIES THAT DONE IN THE PAST YEAR
Attended a gaming convention/event
Made an in-game purchase
Bought gaming apps for mobile
3
1
2 Bought video games for consoles
4
Which of the following gaming-related activities have you done in the past year? (select all that apply)

41%
Twitter audience spend money on different game genres
Which of the following gaming genres do you most spend money on? (select all that apply)

Role playing game
Action/Adventure
Puzzle/Casual
Sports
Strategy
0
7%
8%
31%
44%
40%
Amongst mobile gamers
Which of the following gaming genres do you most spend money on? (select all that apply)
They are more like to spend
money on Role playing
games and Action/
adventure games
Mobile gamers

Twitter audience use Twitter for gaming
news & mostly interact with game play
content on Twitter

51%
74%
Learn the most up to date information regarding a game
44%
Talk to other users about a game
say they use Twitter for gaming info
40%
Discover new games
of those…
How do you typically use Twitter for gaming? (select all that apply)
Twitter is used mostly to view gaming news for
gamers

What kind of gaming-related Tweets do you interact with on Twitter (e.g. favorite, reply, retweet)
?
78%
Of Twitter mobile gamers use it
to interact with official game
announcement on Twitter
They actively interact with gaming-related tweets

52%
What kind of gaming-related Tweets do you interact with on Twitter (e.g. favorite, reply, retweet)?
Of Twitter mobile gamers use it
to interact with user generated
game reviews and analysis

Source — 社内ツール
+27 million
The number of games discussions per month
ゲーム関連ツイートボリューム

#GamingInJapan
Tweet volume per person
No.1

Different player levels on WHO? Twitter
Love new things, try on popular products
Several games have been installed on the phone
and are constantly looking for new games
Game-specific hardcore player
I love this game and invite my friends to play with it!
Hardcore
gamers
Midcore gamers
Casual gamers

Different player levels on WHO? Twitter
They are influence through professional
gamers or word of month from key opinion
leaders within their circle of friends
They are influence by gaming experiencing
from several games as 1 point of time
They are influence by play other games
during their spare time
＝
＝
＝
Hardcore
gamers
Midcore gamers
Casual gamers

Hardcore gamers: What are they talking about?
Invite friends or encourage friends to install new games, "Let's play together!"
They also play the role of a micro-influencer, livestream games on Twitter to viral.

A gamer who plays multiple games and spends for playing other games during their
maintenance of current games.
Midcore gamers: What are they talking about?

For example, gamers are interested in the new release of the Magic Alliance more than just
games and catchup well with game production trends & trendy hashtags.
“Look at This” Gamers
Casual gamers: What are they talking about?

"Lookat This" The potentialusers that can be involvedwithTwitter
Not just game lovers
By taking away the time you spend "kill time"
The potential users can be converted to a gamer.
Hardcore
gamers
Midcore gamers
Casual gamers

Create dialogue for hardcore and Midcore gamers and surround Casual gamers
Hardcore & Midcore gamers need topic
volume to assist conversion
Casual gamers need to create a sense of
popularity in the environment to attract their
attention and convert
Everyone is
discussing
Let me try it,
too?
Hardcore
gamers
Midcore gamers
Casual gamers

WHO? Who is involved in summary
Spend time not only on games but also on other killing time.
Non-game users can be converted to game users.
Control the conversation between hardcore gamers and midcore
gamers.
Create an environment where casual gamers can easily enter by
"making the whole world".
Twitter can expand to a group of users that can
not be acquired by other media
1
2

HOW? How you get involved
Create and control "conversation"
Quantity (tweet volume) and quality (content of conversation)

Content
Spread by instant win,
While increasing the number of pre-
registrations at low prices,
Increase exposure on Twitter.
Maximize awareness of release
timing and make the world a part.
Use multiple products to raise awareness of campaigns, rather
than shots, to make the topic last longer.
Live
Installation + billing maximizationPre-registration
MAP
Pre-registration
Awareness + installation
Amount: Tweet Volume
SustainPre Launch
promotion
account
MAP Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
Spotlight
Instant winHOW
Conversation
volume
Purpose
Phase

HOW
Conversation
volume
Purpose
Phase
Content
Live
MAP
Pre-registration
SustainPre Launch
promotion
account
MAP Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
Spotlight
Instant win
Conversation on Twitter
To control
Create enough
conversation
Increase exposure on
Twitter and increase
acquisition efficiency

Content
Live
MAP
Pre-registration
SustainPre Launch
promotion
account
MAP Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
Spotlight
Instant win
"Because I'm free to
maintain the title that I
always play,
Let's play with this title! "
HOW
Conversation
volume
Purpose
Phase
"My friend was playing, so
let's play!"

Content
Live
HOW
Conversation
volume
Installation + billing maximizationPurpose Pre-registration
MAP
Pre-registration
SustainPhase Pre Launch
promotion
account
MAP Re-engagement
IVAFV/PTr
SpotlightLive
MAP
FV/PTr
Spotlight
Instant win
"A great deal in the app
During the campaign,
Let's come back! "
"I'm playing,
Because it is popular now,
I will recommend it to my
friends! "

Content
The number of pre-registrations with
promo accounts and website cards will be
obtained at a low unit price.
Making acquisition efficiency a
KPI
Perform MAP distribution.
MAP distribution of acquisition efficiency and sales to KPIs.
HOW
Conversation
volume
Installation + billing maximizationPurpose Pre-registration Awareness + installation
Worst Case Scenario: When There Is NO Conversation
SustainPhase Pre Launch
The number of tweets is small
Negative comments
Cannot be countered
Spike only on release
From some core users
There is no spread.
Can't tell you that you're
running a campaign, resulting
in inefficient advertising
promotion
account
MAP Re-engagementMAP

Pre Launch Sustain
Reference: Important figures for involving Casual gamers
フォロワー数
8~10万人
ツイート数
500ツイート/日(RT含1000~6000/日)
施策時のツイート数
1~3万ツイート/日
*1週間平均
ツイート数
2~4000ツイート/日
*リリース後1週間
By collecting more followers in advance, it is easier to spread campaigns including organic ones. In addition, the number of tweets at
the time of Sustain, such as anniversary or campaign, is not only a spike of only one day, but the tweet volume remains for 3 to 5 days
so that the tweet volume gradually decreases in order to foster campaign awareness is preferred.
*案件によって差があります。平均的なゲーム案件数値。

質 - 会話の内容Quality-the content of the conversation
▲ “The Seven Deadly Sins: The Battle of Light and Darkness” during the pre-registration period including RT
During the pre-registration period, a lot of content about the campaign, such as the RT campaign, was included, and the transmission
from the official account generated many RTs. It is probable that the number of followers acquired during the pre-registration period
made it easier to spread, and that the participation hurdle fell due to the increased awareness of the product through the campaign.
Pre

Users who are not only enjoying Grakuro but also playing in parallel, such as "Wild Action," "FGO," and "Puyo Que," stand out.
This has created a motivation not only for some core users, but also for middle game users to “play around and play in the
meantime,” and to attract the interest and interest of non-game users, light users. It is thought that the more you can "make", the
more targets you can get involved.
▲ “The Seven Deadly Sins: The Battle of Light and Darkness” during the pre-registration period including RT
Quality-the content of the conversation Launch

Compared to before the measure, the content rate of campaign-related KW increased at the timing of announcement of the campaign
on livestream,
As a result of appealing the campaign content to All Reach on Spotlight, conversations involving friends such as guild recruitment
have changed.
This is probably because the user perception that "Shinoalice is popular" was made and the world became a part of the world.
▼ Before the measure ▼Campaign announcement by live. ▼ Promote campaign to all Twitter users with Spotlight
* Red: Campaign related KW, Orange: Twitter measure related KW, Green: Recruitment related KW
Quality-the content of the conversation Sustain

Twitter × Gaming
Twitter has many “Look at This” users.
It is a media that can convert the game latent layer into game
users and involve them.
Create conversations aiming at each phase in terms of both the
quantity and quality of the content and targeted audience.
It needs to be spread.
When considering product selection and campaign design,
consider the ideal state for each phase.
The main axis is what to do to make it happen.
1
2
3

Handle @Handle
This is my tweet copy. Best practice is
between 80-100 characters
Promoted
This is my app !
App Store
Home
4:12
Install
Engagers
Identify people who have
clicked on the format
Viewers
Identify people who
have viewed your ad
Tailored Audiences
Engage your audiences with the right message
Identify your audiences,
initiate sequential messaging
APP INSTALL
APP OPEN
ENGAGERS
LOYALTY
REGISTER 1-5 RIDES 5-10 RIDES
+60 RIDES
1 DAY 7 DAYS 14 DAYS
30-60 RIDES15-30 RIDES
VIEWERS

We can’t wait to see what
you launch on Twitter.

Bí Quyết Quảng Cáo Games Trên Twitter Cho Thị Trường Nhật Bản

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