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Mobile Games for Asian Women
Yup Hwang
Table of Content
1. Introduction
- Who we are
2. Target
- Why we targeted
3. Approach
- How we approached
4. The Next Step...
01
 Extensive experience of mobile social network game
 Most famous female game provider in South Korea
 Strong network wi...
Introduction - The Company
IN 2011, ZYNGA LISTED ON NASDAQ
Introduction - The Company
AND 2014, PATI GAMES LISTED ON KOSDAQ
Introduction - Products
‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011
Introduction - Products
1.5 million registeredusers in Korea2.5 million registeredusers in Korea20 million registered user...
Target - Global
FEMALES BEAT MALES ON MOBILE GAMING
31%
35%
42%
IN-APP
PURCHACES
TIME 7-DAY
RETENTION
Source) Flurry: Fema...
Target - South Korea
User by Gender
(Dec. 2012)
63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA
63%
37%
Females Males
Top 10 Countries - DAU
(Oct. 2013)
Target - Asia
‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN
Taiwan Japan Thailand Ho...
Approach – What To Say
WHAT WOMEN WANT
Approach – What To Say
STARTING-UP THEIR OWN CAFÉ = THEIR DREAM
Approach – What To Say
Drag it!
Tilt it!
Touch it!
VICARIOUS SATISFACTION BY GAMING
Approach – How To Say
TOUCH HER HEART, NOT HEAD
Approach – How To Say
EMOTIONAL APPROACH DRIVES MARKETING SUCCESS
Approach – How To Say
IN
Approach – The Place To Say
PROPOSE TO HER AT THE RIGHT PLACE
Approach – The Place To Say
SOCIAL PLATFORM = KEY SUCCESS FACTOR
KAKAO TALK
SOCIAL
PLATFORM NO PLATFORM
NRU
(launch + 6mth...
The Next Step - Content
THE NEXT ‘I LOVE’ SERIES, RESORT
The Next Step - Platform
WAITING FOR THE NEW PARTNER, ALWAYS
…
Mobile Games For Asian Women
Mobile Games For Asian Women
Mobile Games For Asian Women
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Mobile Games For Asian Women

Mobile Game Asia 2015 Ho Chi Minh City

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Mobile Games For Asian Women

  1. 1. Mobile Games for Asian Women Yup Hwang
  2. 2. Table of Content 1. Introduction - Who we are 2. Target - Why we targeted 3. Approach - How we approached 4. The Next Step - Where we are going to
  3. 3. 01
  4. 4.  Extensive experience of mobile social network game  Most famous female game provider in South Korea  Strong network with major platforms in Asia Introduction - The Company
  5. 5. Introduction - The Company IN 2011, ZYNGA LISTED ON NASDAQ
  6. 6. Introduction - The Company AND 2014, PATI GAMES LISTED ON KOSDAQ
  7. 7. Introduction - Products ‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011
  8. 8. Introduction - Products 1.5 million registeredusers in Korea2.5 million registeredusers in Korea20 million registered users in Global Non Game User → New Gamer New Gamer → Core Gamer 3 REPRESENTING TITLES OF PATI GAMES FOR WOMEN
  9. 9. Target - Global FEMALES BEAT MALES ON MOBILE GAMING 31% 35% 42% IN-APP PURCHACES TIME 7-DAY RETENTION Source) Flurry: Female Gamers Over Index vs. Males on Time, Money and Loyalty
  10. 10. Target - South Korea User by Gender (Dec. 2012) 63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA 63% 37% Females Males
  11. 11. Top 10 Countries - DAU (Oct. 2013) Target - Asia ‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN Taiwan Japan Thailand Hong Kong Indonesia Malaysia Singapore Others 200K
  12. 12. Approach – What To Say WHAT WOMEN WANT
  13. 13. Approach – What To Say STARTING-UP THEIR OWN CAFÉ = THEIR DREAM
  14. 14. Approach – What To Say Drag it! Tilt it! Touch it! VICARIOUS SATISFACTION BY GAMING
  15. 15. Approach – How To Say TOUCH HER HEART, NOT HEAD
  16. 16. Approach – How To Say EMOTIONAL APPROACH DRIVES MARKETING SUCCESS
  17. 17. Approach – How To Say IN
  18. 18. Approach – The Place To Say PROPOSE TO HER AT THE RIGHT PLACE
  19. 19. Approach – The Place To Say SOCIAL PLATFORM = KEY SUCCESS FACTOR KAKAO TALK SOCIAL PLATFORM NO PLATFORM NRU (launch + 6mth) M1 M2 M3 M4 M5 M6 1.7M 1.5M 1M 660K 590K 470K 120K 83K 54K 32K 45K 28K
  20. 20. The Next Step - Content THE NEXT ‘I LOVE’ SERIES, RESORT
  21. 21. The Next Step - Platform WAITING FOR THE NEW PARTNER, ALWAYS
  22. 22.

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