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Fast pace: 5 steps to success in the West

Fast pace: 5 steps to success in the West
Keynote by Artur Grigorjan, Head of Marketing Growth, Playrix at GMGC Beijing 2017

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Fast pace: 5 steps to success in the West

  1. 1. Fast pace: 5 steps to success in the West Artur Grigorjan Head of Marketing Growth Playrix
  2. 2. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  3. 3. About me Artur Grigorjan Head of Marketing Growth Playrix • 5 years in the mobile game industry • Focus on digital media buying • In-app monetization • Offline media • Licensing • ASO • Etc.
  4. 4. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  5. 5. About Playrix Location: Vologda, Russia Staff: 450+ Titles: 10+ Grossing: TOP20 Privately held
  6. 6. About Playrix Playrix is the leader among mobile game developers in the CIS region and is ranked as a top-20 game publisher globally. Its top titles, Township, Fishdom, and Gardenscapes, have consistently been in the Top 50 Grossing Games on the app stores and have a massive global audience, including millions of players in China and Japan -- a rarity for any non- Asian publisher.
  7. 7. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  8. 8. Market overview ree
  9. 9. Market overview
  10. 10. Market overview
  11. 11. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  12. 12. Benefits Local presence is a must… Why do I need it? Where to set up your business? What are the benefits?
  13. 13. Location Country Tax conditions Business value Traveling convenience Ease of business administration Governmental support Ireland ! ✅✅ ✅✅✅ ✅ 🚫 ✅ Germany $ 🚫 ✅ ✅ ✅ 🚫 UK % 🚫 ✅✅ ✅ 🚫 🚫 Estonia & ✅✅✅ 🚫 🚫 ✅✅✅ ✅✅✅
  14. 14. Benefits • Faster access to the western market • Smoother regulations • Financial stability and ease of bank transfers • Smoother operations • Convenient time zones • Access to industry events …and much more
  15. 15. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  16. 16. Product • Market research • New product or a complete redesign • Custom tailoring
  17. 17. Retention metrics Average life cycle is decreasing dramatically
  18. 18. UI and UX • Simple and minimalist interface • Easy entry level • High engagement from first minutes of gameplay • Adorable and cute comes in handy…
  19. 19. UI examples VS
  20. 20. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  21. 21. Localization
  22. 22. Impact on performance Localization Increases Conversion by an Average of 70%
  23. 23. Testing and soft launching Always conduct market tests before going live globally
  24. 24. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  25. 25. Distribution • Ease of distribution through 2 main channels: Google Play and Apple AppStore • Single payment solution for every platform • Variety of tools and services to improve your metrics • Trackable installs across all digital channels
  26. 26. Table of contents About Playrix Introduction STEP1. Setup your business overseas STEP2. Product STEP3. Localization and Testing STEP4. Distribution STEP5. Marketing
  27. 27. Marketing • Fixed set of rules for every developer in the space • High value markets allow to buy media at large scale • Less fraudulent traffic sources • Less VPN issues and out of targeting installs
  28. 28. Scaling your marketing efforts • Wide selection of open pools of traffic, such as exchanges • Programmatic media buying • High competition leads to better quality over time
  29. 29. Thank you for your attention!

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