By: Fernando Pizarro of PapayaMobile/AppFlood

1. A Game Developer’s Guide
to Asia
(But Really China)
October 9, 2013

2. Who is PapayaMobile?
Social gaming network for Android with
127+ million users and 600+ games
Founded in 2008 with $22M raised through DCM and Keytone.
140 staff with offices in San Francisco, London and Beijing
More than 80% of users come from US and Europe
Popular games earn more than $1 million per year.

3. The only 100% transparent cross-
promotion platform for buying, selling
and exchanging mobile traffic.

4. If you’re not thinking about Asia…
Source: IAB/Techcrunch

5. Every major market in Asia is different
• You’ll need to pick your poison
• Largest = China
• Fastest Growing = India
• Most Advanced = Japan/Korea

6. Mobile gaming in China
to be worth $3.6 Billion
by end of 2017
Niko Partners, July 2012

7. China overtakes US in new activations
Flurry, Feb 2013

8. With lots of app usage to boot
In millions

9. I get it – it’s big, it’s
important, I want in. What
do I need to know?

10. China is unique in several ways
Monetization
Market
Distribution

11. So what are the key things you need to do?
• Localize your game
• Get your app into and featured in appstore
• Figure out a UA strategy
• A payment method for your IAP

12. Localization
• “Culturalization” is important
• Chinese language voiceover
• Chinese locations and references
• China hosted servers!
• Reduced filesize
• Lots of pirated downloads = large installed user
base with update.

13. App Store
Hiapk Market
Goapk Market
Gfan Market
Appchina
91 Market
Nduo
Heruixinfeng
EOE Market
Starandroid
XDA
# DOWNLOADS/DAY
15,000-20,000
15,000-20,000
8,000-12,000
6,000-12,000
5,000-8,000
About 5,000
1,000-2,000
1,000-2,000
1,000-2,000
1,000-2,000
Wireless Appstores Are Not The Biggest Game in
Town
………OEM and Carrier relationships also matter

14. BUT…The biggest bang for your
buck…
SMS Sideload/Online
Distribution Partners – there’s
only two that matter:
Qihoo360
Tencent

15. • Press matters, as in the US
– It’s not Twitter, it’s Weibo
– It’s not What’sApp, it’s WeChat
• Pay to play in some stores = getting featured
• Cross promotion with established players
• Marketing budgets for advertising = know your
ROI
– It’s not Flurry, it’s Umeng
CONFIDENTIAL
User Acquisition

16. So Can it Work? YES!
• Yodo1’s Ski Safari
• From 35k downloads in 8 months, to 8.2 MILLION (iOS +
Android) in 3 months via:
• Light localization
• Local ad networks
• Android distribution
• Plants V. Zombies China
• Candy Crush China – known to pay up to $5 an install
for iPad users.

17. Thanks!
Fernando Pizarro
GM North America
fernando@papayamobile.com
papayamobile.com
appflood.com

18. Piracy
• 2.6MM pirated downloads upgraded to legitimate
users
• Minimum of 1.4MM incremental downloads
Lots of happy gamers…and the
beginning of a partner’s China
strategy