[2013 GAME-NEXT : ALL STARS] 작은 규모로 효율적인 북미시장 마케팅 방법 : Andrew Park (CEO)

2. Company Introduction
Launched Games
Card Guardians
Stand Alone vs. Network Games

3. Company Introduction
PIXEL AMMO PROVIDES TOP-NOTCH GAMES WITH A FLAIR FOR FUN AND
EXCITEMENT. OUR MEMBERS HAVE BEEN IN THE SMARTPHONE APPLICATION
DEVELOPMENT SINCE IT'S BIRTH.
• GOAL
Pixel Ammo will be one of the leading real-time network game developers for smartphones
• STAFF
Currently 15 team members, 3 board of directors, and 3 board of advisors
• HISTORY
Pixel Ammo has developed three well-known titles for the smartphone platform
• PLAN
Plan to launch five games in 2013 all with online real-time network play.
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4. Launched Games
FluOrama Crazy Waxing Keri Racing
Launch Date: January 2011 Launch Date: May 2011 Launch Date: August 2012
Total Users: 125,000 Total Users: 1,155,000 Total Users: 42,000
Average Ratings: 4.5 stars Average Ratings: 3.5 stars Average Ratings: 5 stars
Publisher: Neowiz Internet
Description: Description:
FluOrama is a simple puzzle game where Crazy Waxing is a quirky puzzle game for Description:
you need to trap bacteria into a designated casual gamers and devoted puzzle-lovers Keri Racing merges tycoon game play, real-
area. alike. time PvP, and RPG-inspired pet raising.

5. League of Heroes: Online
SCHEDULE
Alpha Version October 2012
Beta Version December 2012
Release First Quarter 2013
Castle Towers
Objective is to destroy your Towers are stationary
enemy’s Castle before he has buildings that attack offensive
a chance to destroy your heroes and minions. Towers
Castle. have high HP and can be
Each Castle will be located on upgraded along the way to
the extreme ends of the side improve defense.
scroll map.
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6. Card Defense
SCHEDULE
Alpha Version October 2012
Beta Version January 2013
Release Second Quarter 2013
Soldiers Cards
Use soldiers to defend the Each soldier is represented by
princesses from dragon a trading card. To use a
attacks. Soldiers range from soldier you must have the
100 different types including: appropriate card to fight. You
Riflemen, Gunner, Band, and can also use the cards to
Nurse trade amongst your friends
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7. Videos
Videos
Videos can be posted on forums to spark user interest
If the press decides to write articles on your game, they will often include the video
League of Heroes Card Guardians
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8. Stand-Alone vs. Network Lifecycle
Stand-Alone Stand-Alone games have
Stand-Alone games have a much shorter short lifecycle
lifecycle than social games because of a
lack of competition and cooperation with
other players.
Most stand-alone games cannot last more
than 3 months in the top ranks unless it is
updated frequently.
Social Network-base games have a
SOCIAL NETWORK GAME longer lifecycle
Social games are able to maintain a higher
ranking because playing with friends
motivates users to continue playing
Keri Racing will have an even longer lifecycle
than other SNGs because mini-games and
pet raising will keep users addicted to the
farm while multiplayer racing will keep users Ranking information has been collected via AppAnnie
addict to competition with other players LINK
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9. Country Breakdown
U.S. AppStore is still leading the curve
U.S. dominates the market
The U.S. AppStore is by far the largest
market with 1/3rd of all iOS revenue. U.S.
Google Play has slowly been overtaken by
Asian countries but it is still the second
largest market.
English-speaking countries
Moreover, English-speaking countries
follow the U.S. market and have similar
tastes in games as the U.S. Success in
U.S. normally entails success in most
English-speaking countries, namely North
America and Europe. Asian countries do
not have the same transitive property. (ie.
Korea, Japan, & China ranks are
completely different)
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10. U.S. Marketing
Press & Banners
Cross Promotion
Cross Promotion

11. Beta Testing
SUMMARY
Prior to global launch we use OBT to increase
word of mouth and obtain VoC
CANADA LAUNCH
Initiated during Canada launch
PROCESS
1. Post on Forums (Target reviewers and power bloggers)
2. Find 30~50 beta testers
3. Create forum
4. Download game for all users
5. Developer’s Questions list
6. Beta testing time: 1~2 week
7. Request reviews
PRIZES
Winner obtains iPad 3
All testers get $10 iTunes Gift Card
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12. Press Marketing
SUMMARY
Give press information about our game pre-launch and on launch
PRESS KIT INCLUDES:
Ad Hoc build
Extra screenshots
Gameplay video
Extended marketing video
Review article
REVIEW
Request reviews
If reasonable, purchase banners
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13. Website Banners
SUMMARY
Pay for banners on review websites
TOUCH ARCADE
Highest amount iOS users
Highest CPM rate
Downside - Most likely full during time of launch
POCKETGAMER/148APPS
Second tier review websites but still well-known within the community
LOW-USER WEBSITES
Used more as a marketing gimmick to appear as popular
PROS CONS
Increase press awareness Cost to download ratio is VERY
User recognition low
Increase relationship with press High-traffic sites fully booked
More press reviews
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14. Cost Per Install
SUMMARY
Incentivized downloads
Advertisement revenue
INCENTIVIZED DOWNLOADS
Only when our game is downloaded will we need to pay
Guarantees user usage of game
ADVERTISEMENTS
If a user downloads another app via TapJoy on our game, then we get cash
FEATURED SPOTS
TapJoy featuring our game will lead to more downloads
PROS CONS
Discoverability Need initial cash
Real users
Over 70% conversion rate
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15. Cross Promotion
SUMMARY
Publishers with a lot of users can use
cross-promotion to drive downloads
TIMELINE
After launch
THIRD PARTY
Chartboost offers 3rd party
cross-promotion for higher
user acquisition.
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16. Forum Marketing
SUMMARY
Utilize threads to increase word of mouth
UPCOMING GAMES THREAD
Screenshots (Slightly edited)
Preview video
Preview article
NEW RELEASE THREAD
Fully edited screenshots
Release video
Release article
EVENT THREAD
After Global Launch
First to win XXX races
First to add XXX friends
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17. SNS Marketing
SUMMARY
Utilize Facebook/Twitter/other SNS to increase word of mouth
Similar to Forum Marketing
FUNCTIONALITY
Target Facebook Fan Page (Consolidate to one channel)
Twitter tweets
ACTIVITY LEVEL
Facebook will be often updated
Twitter activity will be limited to events and updates
CUSTOMER SERVICE
Try and centralize customer service to Facebook and Twitter
Remove personalized emails
SNS will serve as dual-purpose: (Customer service and viral marketing)
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18. Events
SUMMARY
Notify users of events
Uses e-mail from database
TIMELINE
After first launch
POSSIBLE EVENTS
First to Win 100 Races
First to invite 50 Friends
First to reach level 50
First to unlock all buildings
ETC…
PRIZES
Free Feathers
Free Gold
Free $10 iTunes Gift Card (Only for large events)
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19. Marketing Timeline
1 Month Prior Within 3 Months Continuous
Canada Launch Global Launch Post Launch
BETA TESTING CPI POSSIBLE EVENTS
Obtain Voice of Customer Shortly after launch First to Win 100 Races
Set global launch schedule If Featured, then once First to race 1,000 times
Hire power-bloggers more ETC..
PRESS PRESS UPDATES
Show preview of the Game Full Press Kit launch Updates according to user
Gameplay/Marketing Video feedback
FORUM Release
Upcoming Games Thread
FORUM / SNS
WEBSITE New Release Thread
Sneak Peak at
www.pixelammo.com BANNER
All banners revealed
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20. To Developers
U.S. Events
Analytics

21. Board of Directors & Advisors
STEVE BYUN Board of Directors
Steve J. Byun is currently a corporate transactional lawyer at Freshfields
Bruckhaus Deringer specializing in cross-border M&A and private equity
5 Roles of BoD investments. He holds a J.D. from Northwestern University School of Law
and an M.B.A. from Kellogg School of Management with concentration in
finance and entrepreneurship. Prior to joining Freshfields, he has
1) Effective leadership
experience advising various clients as a foreign legal counsel at Kim &
Chang and as a business consultant at KPMG Financial Advisory Services
2) Strategy group. He has served as a director of Pixel Ammo since April 2011 and
YOUNGMIN KIM
has been instrumental in theBoard of Directors finance efforts.
company's corporate
3) Risk vs. initiative
Youngmin is currently a lead member at GEON Investment specializing in
startup incubation. He was formerly a strategic planning manager at
4) Succession Neowiz Internet and has been in the Gaming/Portal/Platform industry for
over 15 years. He graduated from KAIST with a Masters in Computer
5) Sustainability Science and from Yonsei University with a Bachelors in Computer
Science Engineering.
JUNGSOO PARK Advisor
Jungsoo Park is a Director at Madsmart, initiating and executing all
aspects of M&A between SK Planet and Madsmart. He holds an M.B.A.
from Kellogg School of Management specializing in IT Management,
Strategy, and Finance with a Bachelor’s degree from Seoul National
University. Prior to Madsmart, Jungsoo worked as a Project Manager for
NHN Corp., spearheading business development to increase ARPU and
total in-game revenue.
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22. U.S. Events
http://www.gameconfs.com/2013
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23. Publisher
Why USER ACQUISITION
Downloads
Publishers?
- Large user
base
- Cross
Promotion Revenue
- Analytics
- Improve ARPU
- Raw data
- Apple/Google
ties *Anyone can use CPIs, using it wisely is from know-how 23

24. Analytics
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25. Thank You
Contact us:
andrewpark@pixelammo.co
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