Mobile Game Go-to-Market case study presented by ex-CEO of Com2us USA, a leading mobile game company having offices in Silicon Valley, Korea, China and Japan.

1. MOBILE GAME GO-TO-MARKET CASE STUDY
Don Lim (@donwlim)
ex-CEO, Com2us USA

2. Profile - Don Lim
South Korea
Expat family (Indonesia)
Business major (Korea Univ.)
Military experience (KATUSA)
Business Development (Digital Bridges)
Sales Rep (IBM Korea)
Marketing manager (Com2us Corp)
CEO (Com2us USA)
KOICA consultant
Twitter @donwlim
linkedin.com/donwlim

3. Who is Com2us?

4. Korea to Global

5. Building relationship with PR Media
Game Preview/ Review by
the Media
Speaking opportunities
Presence in any conferences
and game show
Invest in Social Media
marketing

6. Business obstacles for Com2us in US
US economy downturn starting in 2007
No sign of market growing in Feature Phone Mobile Gaming (Large
US developer shutting down the studios)
Value chain is too complex for small developers to survive (No profit)
Agreement termination by Carriers remaining Tp 10
vendors(publishers)
Back to One-man office
No Marketing Channel beside Featured Menu by Carriers

7. Game rebranding(re-skinning) strategy
Com2us Feature Phone game + Disney brand
Using Disney as Publisher
Disney Puzzle Family
Disney Game Parade
Strict brand guidelines
Similar cases (later in Smartphone)
Temple Run (Temple Run Brave)
Tiny Tower (Tiny Death Star)
My Singing Monsters (My Muppets Show)

8. Early entrance to App Store for Smartphone
App Store opened in July 2008
Is there Market Opportunity?
Mixed view on Apple’s entrance to
contents business (i.e. Disney)
Super Monkey Ball

9. Targeted for Core User Group
Chronicles of Inotia
Why RPG (Role Playing Game) ?
Targeted for Niche market
Hard-core game genre to build
core fan group
Ahead of the competitors
Extending the fan base to sequels Chronicles of Inotia

10. Hit game with Innovative gameplay
Homerun Battle 3D
3D graphics with 360 camera
effect
Touch screen and accelerometer
control (simple but difficult)
Cross-platform (iOS Vs. Android)
Head-to-head Multiplayer
Online chatting system
Homerun Battle 3D

11. Unexpected Success
Slice It!
Intuitive and Simple
Ad-support monetization (Android)
Stage balancing
Slice It! copycat
Slice It!

12. Pricing strategy
Premium version (Paid) market
was dominant
High competition with lower
pricing (Race to $1)
‘Freemium’ version (in-app
purchase) supported by Apple
then Google
Transition plan
Existing users Vs. New users Homerun Battle 2

13. ‘Baseball Slugger’ game released
Partnership with Louisville Slugger to add Bat item (TPX) in the game
Trademark infringement with Louisville Slugger (Baseball Slugger Vs.
Slugger)
Asking for 7% of the Total Revenue for using ‘Slugger’
Case Study - Trademark infringement

14. Contact from DeMarini
Exclusive brand partnership
First introduction of DeMarini bats in Homerun Battle
Co-Marketing opportunity at College World Series
Case Study - Partnership with 2nd Runner-up Brand

15. First Official licensee of MLBPA
Partnership with MLBPA(Major League Baseball Players Association) for
9 Innings Pro Baseball
First year after MLB and MLBPA license was separated
No structured agreement term for MLBPA for mobile game
Continue persuasion from MLBAM (Major League Baseball Advanced
Media)

16. Partnership with Platforms
Close relationship with Platforms
Up-to-date OS and key features
support
Early access to new devices and beta
testing opportunity
Game demo opportunity
Featured Menu Promotion

17. Intellectual Property
Trademark
Lesson learned from Slugger case
Tower Defense (i.e.Paris Baguette)
Legal advisor
Copy game from China (Slice It!)
Tower Defense

18. Positioning from Developer to Publisher
From Top Developer to Publisher (Top 15)
Smaller developers are asking to publish
their games
KOCCA Project (global game publishing)
Internal games Vs. External games
Oven Break

19. 3rd party Game Publishing
SummitX Snowboarding
Game evaluation and modification
Marketing and PR
Transparent Data Analytics
Define update/ tech support plan
Invest & Publish

20. Disruptive Platform provides new opportunity

21. What will be the Next disruptive platform?
Bluestacks - Mobile to PC

22. Expected success
Ground-up development
process
Final game balancing is the
key
Closed Beta Testing (CBT)
Second chance for PD
Golf Star

23. Golf Star user interview video

24. Long-term investment from the Management team
and Right Advisor
One-man office since 2003
Incorporation in 2010
Storm Ventures invest in
Com2us in 2005

25. Local story to Global story

26. Have Fun and Enjoy!
PGA Champions Cup
sponsorship with Golf Star
SF Boat Show sponsorship
with Ace Fishing
GDC 2014

27. Compelling story in your Product
Kickstarter project - Bradley Timepiece by E-One