Playable ads are pretty effective in delivering cost-effective new users and also provide better post-install performance. Learn what the limitation are and how they are being addressed with Joyce Xu, Vice President at ZPLAY, at Casual Connect USA. Find out the current state of playables in the market along with future innovations such as playable ads for 3D and Action games. She observed, “We needed to help Western developers to improve their in-game purchase structure.”
Guy Charusadhirakul manages business development for Google Play in Southeast Asia, helping to grow the ecosystem of game and app developers in the region as he assists them to build successful global businesses using Google Play. Guy especially enjoys working with the creative people who are building fun, unique games, helping them reach millions of players globally and succeed with their businesses. Recently Gamesauce was able to interview Guy about his work with Google Play.
Gamesauce: Tell us about the work you do at your company. How did you come to work at your current company?
Guy Charusadhirakul: I manage business development for Google Play in Southeast Asia. Basically, that means I help grow ecosystem of game and app developers in the region and help them build successful global business with Google Play.
Today, the global game market is $100 billion USD. Given this fact, publishing your game globally is a particularly compelling proposition. That said, it can also be quite a daunting concept. At Casual Connect Asia, President and CEO of LAI Global Games Services David Lakritz described how you can know which markets are the best fit for your game and where are you more likely to achieve a higher ROI. He highlighted some free tools and strategies to address these issues during his presentation. For the full session see below.
As the dynamics of app stores change, what does that mean for developers and business models? At Casual Connect Europe, Head of Business Development at Toca Boca, Tarush Agarwal, highlighted how the company is leveraging partner networks and utilizing a diversified business model in order to reach new consumers across the globe. Afterall, for developers searching for creative solutions and to add value for their customers, developers should “Think global at a local approach to do global deals”, Tarush said. “We want to be where consumers are”.
Matthieu Burleraux is the Business Development Director at Pocket PlayLab. The company is helping to provide mentorship on different matters to developer Cupcake, which the company invested $1 million into.
“We are helping them understand how to work around game KPIs, including in user acquisition, using these KPIs to optimize the game as well as their marketing campaign,” said Matthieu. “For example, we are focusing a lot on the daily cohorts, the LTV45 associated to them, the CPI, retention numbers, etc. We are also starting to help them on producing visual assets for UA and provide mentorship regarding developing the game on new platforms.”
“Before making the decision to work with Cupcake, we looked at the basic KPIs (ARPU, ARPPU, retention, virality, DAU, etc.) and their evolution over time, but we also looking into UA KPIs such as the CPI they had, ROI on UA, etc.” Matthieu continued. “The goal was for you to see if the game was sustainable and if we could grow it.”
It can be really tough to break into the Asian market, maybe even mysterious. Although there is a large difference in user behavior between Western and Asian players, Youzu Interactive has been very successful in localizing games. They have even been able to make it into the Top 10 in more than 60 countries overseas. In a lecture at Casual Connect Europe entitled Going Global – Local Operation Experience for Over 100 Countries, Yuli Zhao focused on what developers should do rather than what they shouldn’t do. Here is a key finding that Yuli described: “Because there are a small group of deep pocket players, whale players, in Asian games, when we bring the game to Western markets we don’t want to make the non-paying users feel bad about it so there are some items which is to price extremely high in our previous version in Asian market. Actually, we divided these items into smaller packages so that when the players pay for the virtual items, they will view the pricing as not that high but in reality, they need to buy the whole group of virtual items to get the final ones.”
Three of the top world markets comes from Asia are China, North America and Japan. Here are three findings which Yuli highlighted:
- Style is not fine Art: Glowing effect and outstanding outfit affected why they got features by Apple.
- Compatibility: Fast frame speed on lower end mobile phone at 20+ a must.
- Localization: extend the life cycle of the game by changing rewards, difficulty by country and the number of incoming game events.
For more useful tips on how to break through the cross-cultural barrier, see the full lecture below.
Transmedia is an entertainment super-system that enables children’s favorite characters to travel across media platforms and it’s now an audience expectation in children’s entertainment. How do you approach this daunting expectation? At Casual Connect Europe, Plug-in Media’s CEO Juliet Tzabar shared how the company approaches IP for kids games across platforms. In Juliet’s talk entitled Approaching Transmedia in Children’s Entertainment, Juliet observed that “Kids love to play as THEIR preferred characters”. For more details of how Plug-in Media tackles transmedia, tune in to Juliet’s full session below. Please note that there were some technical difficulties during the session which effected sound quality.
By James Kaye, Director of Big Games Machine
Lots of attention is given to helping Western developers launch their games in China. Virtually every gaming conference will feature at least one talk on the topic. Yet, there is little focus the other way round. This is largely because Chinese developers will often use a Western publisher. For the few that decide to self-publish, they will often seek the help of an agency partner.
Over the past few years, we’ve worked with several Chinese game developers wanting to launch their games in the West. As specialists in gaming PR and marketing, this means we often see developers making the same common mistakes, time and time again.
If you’re a Chinese developer, a publisher or even PR who has never worked with Chinese game developers before, here are six core areas we think deserve your attention. If you’re not a Chinese developer, then many of these tips will still likely apply to you.
Andrew Sheppard has had a productive career – playing key roles at companies like Kabam, hi5, Electronic Arts and Outspark. Now, as the newly appointed CEO of GREE International Entertainment, Inc., he will share his expertise and insights with the audience at Casual Connect Europe in Berlin, Germany, as its keynote speaker on February 7.
So what type of experience does Andrew bring to the conference and what can developers and other games industry professionals hope to learn? Here is a quick look back at Andrew’s career and what to look forward to at Casual Connect Europe.
By: Adi Haddad, Head of Marketing at Ilyon
Not quite friends, but certainly not enemies, the United States and China have vastly different cultures – but despite that, both sides try their best to trade and promote their country’s products and technologies in each other’s markets. Some American brands – like Apple, Coca Cola – have done well in China, while several Chinese brands, like Huawei and ZTE, are recognized by American consumers for their technology, not just the low prices that Chinese products are usually associated with.
But there have been far more misses than hits for both in the other side’s markets – especially in technology. Ebay, for example, has struggled in the Far East, while WeChat, the Chinese all-around chat and e-commerce app, has yet to make inroads in the US. Why? Both missed important cultural or usage cues that consumers in each country were looking for. Chinese consumers preferred local online auction apps because they allowed them to instantly communicate with sellers (something eBay didn’t offer), while in the US, WeChat failed (or chose not) to make deals with other app makers or services like it has done in China. As a result, American WeChat users remained in the closed environment of the app, unable to use it to order meals or other products directly from chat, or tweet a photo taken using WeChat.
The differences in the way the American and Chinese markets work are just one example of how even in a fully interconnected world – with instant communications and nearly instant travel options – cultures and countries still retain independent identities, to the extent that marketers who failed to recognize just how different the world outside their neighborhood really is lost valuable time and money before realizing that they were a lot less well-informed than they should have been before foraying outside familiar territory.