top 5 success secrets for asian gaming companies | irina tripapina
TRANSCRIPT
Russian mobile market
Agenda
• Russian market for Asian games• myTarget platform review• Real cases with pain and glory• Summary
3 things to remember about Russia
•№5 market by app installs
•
Huge global app presence•
Best market for mobile games
№5 market by app installs
More than 50 millions
mobile users
Huge global app presence46%
are Asian apps
Best for games Top 1 category by app downloads
Source: Mail.Ru Group
Social Networks
Games
Entertainment
Finance
0 5 10 15 20 25 30 35 40
MAU
WAU
DAU
Top 2 category for retention
#1: Work with local partners
Source:TNS, Cities 700k+, 12-64
Time spent per day
0
10
20
30
40by Mail.Ru Group
by Mail.Ru Group
by Mail.Ru Group
#2: Localize everything
Source: Russian census
• London is the capital of Great Britain!• Let me speak from my heart!• Who is on duty today?
93%
7%SpeakEnglish
Don’t SpeakEnglish
#3: Target Android audience
• Android: high share & growth• Windows Phone presence• Feature Phones lose market
to cheap Android devices
Source: myTarget data
24%
66%
5% 5%
#4: Know your audience
Source: Mail.Ru Group
age 12-24
age 25-34
age 35-44
age 45-45
55+
0% 5% 10% 15% 20% 25% 30% 35% 40%
31%
35%
20%
9%
5%
play on smartphone/tablet
play on smartphone/tablet
Manager
Business man
Office employee
General employee
Student
Retired
House worker
Other
Hard to say
12%
7%
23%
16%
20%
3%
8%
6%
2%
#5: Know the relevant CPI
Source: myTarget data
Shooter
Casual
RPG+strategies
Utilities
Datings
Services
e-com
0 0.5 1 1.5 2 2.5
USD
Android
iOS
myTarget platform review
93%
of Russian Internet Market
Mail.Ru Group
Listed at London
stock exchange
#1 publisher in Russia
(AppAnnie)
3500 full time employees
Owns 3 domestic
social networks
Mail.Ru Group I myTarget
myTarget traffic sources
over 50 000 000
From Russian largest social networks and Mail.Ru Group services
Best source for games retention
Targeting gamers
• Interests: games (by profile/behavior)
• Relevant group subscribers
• Real players (play social games)
Case studies
EZPZ by R2Games
• Hundreds of creatives• Segmentation after initial
tests• Smart tracking and analytics• Support of myTarget team
Results0.9%$1.1
CTRCPI
League of Angels by Youzu
Results
CTRCVRInstalls
1,5-2%Up to 10%
Over 1 million
Dance city by 3Guns
• 5000 DAU with test budget 4000 USD• Narrow targeting (anime, dance,
games)• 10 banners with style of the game• Female only
CTRCRRR Day 1
2%20%50%
Evolution by my.com
• Over 30 creatives per campaign
• Simple texts• Segmentation: iPad/iPhone• Ages split (5-15 years)• WI-FI, retargeting
CPI:ROI:
$2.3279%
Results
Summary
Localization, market price knowledge
Targeting specific: social games, groups, apps;
Main tips
Android promotion; Direct contact with myTarget manager
