Road To Japan is the introduction of marketing for gaming app developer who is interested in Japanese market. This was shared by Aya Yamada, overseas business representative of Tokyo-based Adinnovation inc at DevGamm held in Moscow.
4. Leading Marketing Firm For Smartphone Apps
Mar, 2010 Established
Jul, 2013 Raised $1.6 million USD
Jan, 2014 Partnered with Digital Advertising Consortium
We have over 1,000 applications of experiences as of Apr 2014.
Contacts:
info@adinnovation.jp
http://adinnovation.co.jp/en/
http://www.linkedin.com/company/adinnovation-inc
5. Aya Jennifer Yamada
Overseas Business Representative
at Adinnovation. Inc
Business Careers
Apr, 2011 Rakuten, Inc.
Web application engineer
QA & localization for Kobo, Toronto-based eBook company
Nov, 2013 Adinnovation, Inc.
Business development, marketing and sales representative
from overseas to Japanese market
7. 0
50
100
150
200
250
300
350
400
OCT, 2012 OCT, 2013
INDEXEDREVENUE
COMBINED IOS APP STORE &
GOOGLE PLAY MONTHLY APP
REVENUE
Japa
US
South
Korea
UK
#1 Market In The World
Source: http://inbound.appannie.com/japan-spotlight-revenue-inflection-point
8. Because Of Gaming Apps
Source: http://www.gungho.co.jp/ir/uploads/irk20140326.pdf
Free-to-play
>>> Paid Apps
In App Purchase
>>> Paid Install
Puzzles and Dragons
26 Million Downloads*
100 Million USD /month **
*
Total
** Estimated
OP
13. 40% Of Them Uses iPhone
Source: http://www.videoi.co.jp/release/20140227.html
14. Based On The History Of Monthly Subscription
As Feature Phone Purchase
Ringtone Games Comics
Source: https://www.mcf.or.jp/press/images/mobilecontent_market_scale2011.pdf
2008 2009 2010 2011
4.7 5.4 6.2 6.4
Wallpaper Decorated Email
(Market Size Of Digital Contents, Billion USD)
17. Smartphone Ads in Japanese Mobile Market
Source: http://cyber-z.co.jp/news/pressreleases/2014/0218_1450.html
$5.0
$8.4
$12.3 $14.9 $16.5
$2.3
$6.4
$8.5
$10.1
$11.2
$1.1
$1.4
$1.7
$2.1
$2.3
$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
2012 2013 2014 2015 2016
The Market prediction of Japan’s Smartphone Ad market
(By Items)
Paid Search Display Performance based (Affiliate + Reward)
(Hundred Million USD)
+275% YoY
18. Which one is the most significant for
gaming app developers?
?
Paid Search Ad
Display Ad
Performance Based Ad
(Affiliate + Reward)
19. What is ‘Reward’ Ad?
Ad Server
Source: http://reward.kinugoshi.net/
AppInstall
this app
= 50 Pts!
YES NO
Game
App
50 Pts
Media
Ad Banner
Ad Banner
Ad Banner
20. Reward is on FIRE now
Authority
権 威
Number Of Downloads
1 – 5 40,000 – 80,000 / 2-3 hours
6 – 10 20,000 – 40,000 / 2-3 hours
11 – 20 15,000 – 25,000 / 2-3 hours
21 – 50 5,000 – 15,000 / 2-3 hours
51 – 100 3,000 – 8,000 / 2-3 hours
100 - – 40,000 / 2-3 hours
Required DL Number
For Ranking Of AppStore
Number Of Est. Users
1 – 5 4,000 – 20,000 / day
6 – 10 3,000 – 15,000 / day
11 – 20 2,000 – 10,000 / day
21 – 50 1,000 – 5,000 / day
51 – 100 500 – 15,000 / day
100 - – 500 / day
Estimated Organic User Number
After Reward Campaign
21. Why ‘Reward’ Ad?
Media
Ad Banner
Ad Banner
Ad Banner
App App App
App App App
App App App
50 Pts!
Advertisers
(= App Developers)
Media Operators App Users
• CV bases fee model
=Low risk user
acquisition
• Boost up your app in
the stores
• Enkindle your media
• Get opportunity to
monetize with non-
purchase users
• Earn the virtual money
to play the app
22. Be Strategic To Get Japanese Users
Promotion
MonetizeAnalytics
24. Example Of Clash Of Clans - Rewards
Source: http://gamebiz.jp/?p=111568
#20 -> #1
#1 At Free Charts
#20+ At Top Grossing within 24 hrs
Estimated Revenue Of #1 - #20 / month
2 Million USD (200 Million JPY)
25. Eye-catchy Digital Ads Wall Jack In Shibuya Sta.
Example Of Clash Of Clans – Other Ads
Strategy Guides
26. Or ‘Small is the new Big’
Source: http://www.distimo.com/leaderboards/google-play-store/japan/all-games/free/month
100,000 USD +
per month, per title, ranked within #100
28. Smartphone Market
・#1 in the world because of
gaming apps.
・Smartphone’s market share
is still expanding.
Gaming Apps
・Casual Free-to-start
> Paid Apps
・In App Purchase
> Paid
Installs
Smartphone Ads
・Still rapidly growing with
general ways.
・Reward ad is on FIRE.
Promotion Methods
・Promotion, Analytics
and then Monetize.
・Be strategic.
Upshots Of ‘RTJ’