31Billion $ by 2020, Growing Your Games in China

[Music] hello everyone I'm Erin Dunford I'm the marketing manager for app duty and today I will be talking about growing your games in China so the world today has gone mobile in the last 15 years we've seen an explosion in the world's mobile markets across the globe as I'm sure most of you are like me we all have a mobile phone and we all love to game for instance did you know that 60 to 62 percent of new mobile users they install a game within the first week of getting a phone so within one week of getting a new phone 62% of people install a game so mobile gaming is a very important part of

people's lives today new zoo estimates the 2019 global games market to be a hundred and fifty two billion dollars now that's a pretty large number and it's pretty hard to wrap your head around so let me try and help you visualize that number if you were to save a hundred thousand dollars a year it would take you 1 million five hundred and twenty thousand years to save the same amount of money as one year in the global games market pretty incredible today mobile gaming is estimated to be around 51% of the total global market so just over half of the global game market value is taken up by mobile games so it's a very large and lucrative industry this is estimated to increase to 59% by 2020 so this shows the ever-growing ever-rising

penetration of mobile games in the global games market so where do developers publish if you were an app or a game developer where what are the options for you to publish your creations most people of course would think of the Google Play Store and the App Store each of them having the GUP the App Store has over 2 million iOS apps and the Google Play Store has over 3 million iOS apps other nd2 stores in China there are there are hundreds and hundreds of stores and today I'm here to talk about app to tea and how we can help you publish your apps and games in China as well as how data can be the king when understanding your creations and how to help grow your creations in China now I've said lots of statistics right now but these next ones you should really remember there are estimated to

be over one hundred and nineteen point five billion downloads by 2020 according to a penny and sixty four point two billion dollars spent by 2022 China is by far the world's largest mobile market so in China there are hundreds of app stores the Chinese market is very diverse and with this diversity there is lots of opportunities for you to launch your creations on all of the hundreds of third-party stores now the Chinese mobile users 70% of them are Android users and of course with no Google Play Store there had to be a market for Android apps so that's why we see such a fragmentation and such a diverse amount of app stores in China they all serve the 70% of Android users in China

now in 2018 China was 25% of global game spending so out of the 1.5 two billion dollars 25 percent was spent in China so an incredible amount it's the world's largest mobile market now what makes the Chinese mobile markets so incredibly big it's twice the size of Japan's mobile market which was the originator of video games it's three times as big as the u.s. mobile market but has it always been this way as mobile has mobile gaming always been the king in China no in fact we can see in 2012 around 12% of mobile gaming was the markets yet and you can see the the orange is mobile games and the share in

the market and you can see it's increased year by year and expected to go up to 75% next year so mobile gaming is becoming the king in the Chinese mobile market what made Chinese mobile gaming such a huge industry access to phones is one of them of course mobile gaming couldn't have become such a huge market if it was not for the rising penetrations of smartphones and the increased accessibility and affordability of these devices gaming companies have an incentive to innovate and improve the user experience of games a high-quality experience is one of the biggest drivers of Chinese gaming industry this is why foreign games entering China are very sought-after and big publishers like $0.10 are buying equity in European game studios the big loser there is a lot of

demand for foreign games and foreign developers to enter China because the Chinese market is starving for new creations and innovations with the increased technology of the smartphone's we are being provided more quality games higher resolution high performance style games of course with the in it with the incoming 5g it provides an entire infrastructure for the Chinese mobile gaming multiplayer is becoming much easier because of the increased connectivity between the Chinese mobile market in fact according to statistic more than seven hundred and eighty eight million people in China currently accessing the internet through mobile phones so 7/8 of the Chinese population is accessing the internet

through their mobile phones not through desktops or tablets and this is increased this is expected to increase to over 800 million so soon every single Internet user in China will be accessing the web via mobile what else makes the Chinese mobile market so big and why is it growing so much mobile payments in China smartphones are like wallets in 2016 the number of users paying with their mobile phones grew rapidly reaching almost 469 million annual growth the clear leader of mobile payments is WeChat from WeChat Hort has almost 55 mobile transactions per month so this is things like paying for utilities paying for in-app purchases paying for downloads 55 per month if you compare this with a debit card from the USA this has roughly 22

transactions per month so it shows that Chinese mobile users are more likely to pay with things through their phone this is because of the integrated mobile payment system in China we can see here some of the more popular mobile game genres in China casual games hyper casual games are very popular in China you can find a lot of people in China will be spending their money and spending their time on hyper casual games and bringing in foreign casual games is a very easy and good way to enter the Chinese mobile market we can see here the most popular types of genres in the Chinese mobile market and you can see by far casual games and leisure games take up most of the market share so how do you localize your game how do you grow your game in the Chinese market

to localize your game effectively means more than just translating from Chinese from English to Chinese you have to understand the local preferences and user interface for instance login options you cannot have Facebook Google Twitter login options because they are not permitted in China so in order to launch and publish a game in the Chinese mobile market you need to train change your login options from Facebook Twitter Google to WeChat QQ Weibo billion so you need to find a way you can use a way to make the login options suitable for local users payment options we can't use MasterCard PayPal you need to use the local payment options to publish for instance a leap a WeChat pay Union pay data mining is also very important being able to been able to collect valuable data is a huge part of growing your creations in China being able to

understand your retention rates your geographical locations of your users how much how many in-app purchases are done per day and of course ads and monetization most apps and games in China are either freemium with in-app purchases for freemium with ads and using a service that can change these ads from foreign to Chinese is very important and vital data is the King data is the key to understanding how users interact with your product it's no surprise that companies that have access to huge amounts of data are dominating in today's world these top companies use data to measure KPIs and to check that the changes to the implementations that they use in their creations so for instance some of the KPIs that you should be keeping track of and you

should be assessing users what are your daily active users how many daily active users do you have where are your new users your user retention how many people are keeping playing with your your apps and games stores which stores our most popular of course like I said before there are hundreds of stores in China okay so keeping track of which stores are providing the best user experience to your clients is very important ads how many people are interacting with your ads on your mobile games how many impressions how many clicks geographical location China is a very large country and it's got many different provinces and you can see which province is interacting with your game the most and then you can perhaps use this data to drive your marketing efforts in that specific locale devices you can see which types of devices are

downloading your mobile games what resolution of screens they are using their mobile operating system like I said before a 70% is Android the connection method are they in are they downloading your game through the Wi-Fi or 4G and transactions the monetization of your game using data you can understand how people are transacting and how people are paying for your product [Music] so you may you may be wondering why data is so important and if you can look at this quote here some dance : bomb of core data said today's online game developers should be investing in the business intelligent to understand user likes dislikes what's off-putting and what they're

leaving and not returning these behavioral insights are what's needed for online gaming to become more strategic and ultimately successful game developers and marketers should be chasing should be craving real-time data real-time user intelligence but not many know where to go to get started how to begin so you're ready now what consider this example you're losing a lot of users after day free there's a very harsh drop in user retention after day free using data you can see that there's a large drop in daily active users now you can use this to make some hypotheses perhaps on a free players are encountering encountering a level that is extremely difficult and they're they they can't get past it so they stopped playing with this data and understanding

that there's a harsh drop-off you can perhaps change the difficulty level of your level on day 3 you can perhaps introduce reward services such as daily rewards for returning players this is what's called churn so you can see after they free the player lifecycle they are falling into the churn so we're really looking for their retention and engagement in order to increase monetization you should be thinking of this chart acquiring users you want them to retain using data you can understand where the retention rates are increase in engagement leads to higher revenue higher monetization so now I want to talk about app duty so app duty recognizes that giving developers access to 24/7 real-time data is going to benefit them in growing

their creations in China our partner portal provides our partners with all the necessary data for their knowledge and growth the partner portal is available 24/7 it's the most convenient way for developers to access their data about their creations at tooties partner portal has all the data you need in one place under one dashboard you can find measurements on the key points such as users stores ads geographical locations devices and transactions and you can use this to increase the life cycle of your game really the lifecycle should be build measure learn build measure learn so with your builds you should be looking at the data points to see what is working and what isn't so this is an example of our partner portal here

so you can see under the dashboard we have all of these different data points for your projects and creations you can see the performance stats of your apps you can see the total amount of downloads by stores where your users are based which stores are most popular we can see here we have lots of partnered Allied stores for your publication you can see how what devices people are using Oppo what type of phone they're using and also their transactions you can see here there was a large spike in transactions which you can use to measure maybe you had a marketing campaign on that day so our duty partner portal provides all of these data points from all of the different stores in one place you can simply log in and gain access to this wealth of data of course data is hugely important in any sort of industry but especially if you're

looking to grow your mobile game in China understanding how users interact with your product is really going to increase your learning process of your cycle so with the app duty partner portal you will gain access to all of the points I've said before users you can have you can see real-time data 24/7 on the amount of users where they are which app stores are providing the best amount of users the stores how many stores are your projects launched in and what other transactions happening from those stores how much monetization you are getting from your ads your interaction rate and your total monetary value of your creations you do a graphical location you can see which parts of China they are downloading and interacting with your game the device model the

resolution of the screen for instance on our portal you could find that most people are playing with your creation in 1080p but perhaps your mobile game is best to optimize for 720 well if you see a large percent of users are interacting in 1080p resolution perhaps making another build of your game the tailors to those users will see an even further growth of your game and transactions and we are providing even more access to the wealth of data coming soon in the coming months we have our - TV were app which means you can have access to all of your projects data in on your phone 24/7 wherever you are in the world you can gain access to your partner performance stats what's the biggest

mobile market in the world and let me now just show you a short video about app to T and our services what's the biggest mobile market in the world Chinese people love mobile games there are over 1 billion mobile devices in China are you ready to launch your app and games and make millions we're app 2d experts at launching apps and games in China we provide the easiest way for you to launch in China and other unexplored markets this is to Tina he's ready to launch your apps and games prepare for successful launch by register on our partner portal in just one click or submit your apps and games 3 our super SDK makes your apps and games compatible with local markets - ready for launch in China and other unexplored markets 1 take off [Music]

[Applause] so thank you very much for coming and joining my talk I recommend everyone that has any apps or games that you wish to launch in China to register on our partner portal and upload your creations I believe there may be a Q&A if we have time is just gonna say well I've got time for one or two quick questions if anyone's got any questions if not of course I'm sure you'll be yeah at the back yes yes you can find us around ask them in person and I do happen because we're very happy for you to come and see us at this talk I do have some gifts to give away so do you mind if I just chuck these are they Alya Balai don't want to enjoy anyway okay you ready and ready to catch is just a mousepad it's not very heavy

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