Korean Mobile Game Marketing Trend & StrategyMediaR, Kyunga Park

Opportunity

Korea is one of the largest markets by revenue that every publisher wants to make success.

* Based on the app annie numbers released on Jan, 2014

http://www.slideshare.net/PGBiz/jundeyuappannieby-the-numbers-the-japanese-market

Japan,

36%

US, 18%

Korea,

21%

Others,

25%

Google Play Revenue Top 3

Korea, Japan and US now generate 75%

of Google Play revenue

Reality is…

(A) few global titles are making success in Korean market.

• Tens of new titles are released everyday through Kakao platform or not.

• Korean developers know their market well and making the market-oriented game

• Some of them are big, others were startups but now growing preparing IPO

Hard to Break

Clash of Clan and Candy Crush are a few example of success. But most games which are successful in US or own country are hard to succeed.

Candy Crush

Candy Crush keeps within top grossing 20 over a year without much visible marketing in Korea.

Candy Crush Saga in PSY ‘Gentleman’

MV by King headquartershttp://youtu.be/ASO_zypdnsQ

http://www.youtube.com/watch?v=LFxEhBRrQfM

Candy Crush Saga

CableTV CF in Korea

Clash of Clan

http://www.youtube.com/watch?v=NMDaffsHgI0

In contrast, clash of clan did omni directional marketing including mobile/online/offline and TV CF, estimated to spend over $10M.

Clash of Clan

It turns out success as it maintains top grossing 1-3 for over 5 months and revenue seems positive than doing passive or no marketing.

Korean version, Mktg start

Product First

But, this is unusual case combined with high product quality+ capital

• It’s a high risk, high return strategy supported by product confidence and global hit

• They started a big advertising budget with korean localization

• Without high quality product and localization, offensive marketing budget would

just end with ‘Branding’ or ‘Spending’…..

Gradual Approach

In case of most titles, you need gradual approach. Otherwise it’s better to do nothing.

• Test your product KPI with localized version or a small of marketing budget

• Boost your product to test market response

• Go commercial to broaden user base

Test your product KPI

Boost your product

Go commercial

Reward is to test & fuel market response

Reward is most efficient tool to get exposure and users in Korea.

• Budget range $30,000-$60,000 to rank in top free 25 or 10 (Google Play)

• But many games ended with just more downloads and some ranking numbers... not

leading to lasting(?) rank boost effect or visible sales impact

• You can check market possibility and plan additional marketing spend if you see

positive marketing and product KPI

Download & Grossing ranking trend

Usual case after boost Amazing case after boost

Reach top free ranking within 7~10

days and out of rank 100 in a month

[Boost]

Top free ranking go slowly down and

maintain top grossing over month

[Boost]

Non-incent CPI needs more strict approach

Non-incent traffic in Korea is not enough to lift ranking or expect ROI positive.

• It’s usually over $3 whether Casual or RPG game in case of Korean ad networks

• Recommend to spend when it’s high lucrative or LTV title

• Test and scale the right media according to your marketing goal

Typical Marketing Lifecycle

You can change your marketing tool according to your product status, marketing goal &

strategy.

MediaOrganic channel, Incentivized

(Website&SNS, Reward)

Non-incent cpi

(Facebook, Adwords,

Adpick)

Non-incent cpi, offline, TV

(Inmobi, Applift, Adpacker,

etc.)

Highlights

Product first

- Check your product KPI and localization

Be strategic

- Have clear goals and objectives on your marketing plan

Buy on a CPI basis

- As non-incent does not guarantee ROI, it’s best to buy/calculate on a CPI basis

Test and scale the right media according to your app, mktg goal & performance

Thank you!

(*Visit us at www.mediar.co.kr)