Which markets you should focus on in mobile gaming? Where is the highest LTV versus CPI. Based on Google data. Abstract from presentation from 7th edition of GameCamp

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Mobile Gaming
Growth Markets
Margaret Kuleta
Mobile Growth Manager - CEE, Google
Dominik Benger
International Growth Consultant - Tech & Apps CEE, Google

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What is happening in the Market?

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Source: eMarketer, Statista

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US firmly on the podium

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Example: Global Casual Games Market Trends
714,305
Total Number of Games
(2019)
14 Bn
Total Downloads in
Casual Games (Apr 2019)
$10.7 Bn
Global Revenue
1 Bn
Global DAU
Global Casual Games Total Revenue
(IAP vs. Ads Share)
$10.69B
Apr 2019 ARR
Data Source: Data from AppTopia, AppAnnie, and Google, and may deviate from reality; Casual Games are defined as AppTopia
Game Subcategory in ‘Casual’, ‘Casual Puzzle’, ‘Word’, ‘Chess’, ‘Puzzle’, ‘Board’

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Where are the growth opportunities?

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18. ● Regulation and government control over game approvals
● Fragmented app store market and hurdles to UA
● Barriers to entry make it a market only some choose to approach
Why is China tricky?
● Games in Chinese all around
● Setting up a local presence
Localization Pro Tips
● Undeniable strength and advantage of local companies
● Tencent and NetEase dominate the ranking charts
Chinese players
● RPG, Strategy, ActionTop 3 Genres
Gaming Industry in China

19. ● 1.3 billion population
● By 2020 KPCB estimated: 650M users online, 500M smartphone users
● 10+ GB /user/ month (already in 2019)
Widened availability
● Language mosaic/English
● Local pricing
● Culturalize Content
Localization Pro Tips
● Strong momentum on Google play and in # of new unique buyers
● Build “value” packs, starter packs - focus on first time payers
● Challenge: fraud
Ads > IAP monetization?
● Puzzle, action, and adventureTop 3 Genres
Gaming Industry in India

20. ● Japan is a $2.5bn apps market (Online & Offline)
● 95% on 4G (OpenSignal), 64% smartphone penetration (Nielsen), 58% downloads on iOS (AppAnnie)
● High user engagement (IAP, Time spent), but competition for eyeballs as TV still matters
Lucrative attention
● Language localization: perfect Japanese
● Price point: end with 0 (Not “99 JPY”, no decimal points)
Localization Pro Tips
● Gacha (ガチャ) is a very common monetization model in top grossing Japanese mobile
games with IAP. It is a virtual in-game lottery. Users can get rare in-game items randomly
based on certain probability by spending in-game currencies on Gacha.
Uncommon monetization
● RPG, Action, and PuzzleTop 3 Genres
Gaming Industry in Japan

21. ● #1 in Apps per user (40 vs. 36 JP, 33 US), #1 in Smartphone penetration (94%)
● Highest broadband penetration (97%), The fastest internet speed in the world (29 mbps)
● Small country in size - 100K square kilometers - but the 11th largest economy in the world
● 25 mil people (50% of the country’s population) live in the Greater Seoul area
Attention
● Language localization: Koran
● Price points: End in 000, 1,000KRW (~$1 USD), 2,000KRW (~$2 USD)
● Korean Games Rating Board (KGRB) - get a rating before you launch a game in Korea
Localization Pro Tips
● Korean Mobile Users’ Time Spent on Digital > TV (Linear)
● Advertisers’ Ad Spend on Digital Heavily Skewed to Mobile
● YouTube is Korea’s #1 Share of Time Spent App,
● with 82% Reach Among Online Population
Other Insights
● RPG! Strategy, ActionTop 3 Genres
Gaming Industry in South Korea
Hours Using Mobile Apps Weekly
US
6.3
5.6
13.4
8.5
7.5
UK KR CN JP

22. ● TW gamers are more open-minded to try new games, so developers from all country
origins have chances to succeed
● TW gamers are less loyal to specific games. Less than 3 games survived for more than
3 years till 2019 (JP/KR: 5~6+)
Fast-Changing
“Open-Minded” Gamers
● TW has good talents and potential to develop good social casino games given it’s the
global hub exporting slotting machines to oversea markets
● TW government has started to support start-up studios to grow its business
Localization Pro Tips
● TW gaming companies used to focus on publishing JP/KR/US/CN games in TW and SEA
● TW game publishers started to shift to game developing business with franchisee model
or studio collaboration model
Transformation from
Publisher to Developers
● TW is a strong RPG-driven market with deep impact from JP cultures
● Also on the podium: Strategy and Casino
● JP or JP-similar IP games have been very popular among Taiwan’s hardcore gamers
Top 3 Genres
Gaming Industry in Taiwan

23. ● UKI & NORDICS & NL: similarity to US, large % English speaking, high income
● DACH: target one - target all?, high income, large % of EU population
● Standalone: FR, IT, E (+ similar approach to Turkey): cheaper traffic with decent returns
The case(s) for Europe
● UK, IE, NO, SE, DK, FI, NL: respond well to English-only, even if device language differs
● DE, A,, CH: localization to German strongly preferred
● Standalone: FR, IT, E (+TR): converting to native languages often worthwhile
Localization Pro Tips
● Across mobile apps, subscription revenue on Google Play grew 10x within the last 3 years
● Push for and good results when integrating local/cultural themes and seasonal events
New Approaches
● Strategy in Germany, Manga in France, Casual in the UKTop Genres
Our Western Neighbours

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Localization matters

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Engagement
72.4% of users prefer
their native language
Localized apps:
- 128% increase in
downloads
- 26% increase in
revenue
Discoverability
Local app store
teams are always on
the look for local
apps to feature on
their store
Experience
It’s also about building
your brand.
Localizing enhances
your brand by
showing that you
respect local users
and their cultural
diversity.
Why Localize?

26. Text within
the app
Play Store
listing
Localize your product?

27. ● Translations of Ads campaigns
● More than 190 language pairs available
● Source campaign does not have
to be in English
Localize your ads?

28. ● Consultation on local payment
methods and market insights
● Best practices on in house payment
management techniques and on
working with payment processors
● Hand picked Partners for you to work
with based on your needs
Localize your
payment methods?

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Finding the right geo based on volume * (LTV - UA cost),
as well as market, behavioral, and operational insights
US is #1 in overall installs and revenue,
but it may not be #1 for you, and is definitely not the only one!
APAC countries vary when it comes to market share
distribution, usage and preferences
EU: near vs. far, wealth (of languages)
Players in different regions care about different things
- incorporate catering to that to get the right attention!

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Thank You!