From Europe to Asia Pacific, From Social Casino to Casual Games; the Secret of User Acquisitions

[Music] good morning everyone I'm Andrew people are in showing you the the secret I actually wanted to show you the video first [Music]

let me introduce myself again i'm andrew andrew huge games so before i'm going to talk about the topic so first of all welcome everyone can i know about the audience makes first so a piece waste of your hands if you're working in the gaming industry great great keep your hands up if you're marketers using a content managers agency over there and a media by Ellie grace so I guess that you come here is actually learn about ideas secret right so I hope that we have some things to show you so I think today we actually like to tell you about I the secret but before that let me introduce about huge so huge is a mobile game developer and publishers so I'm not going to tell you

like all the history but were like your highlight there in 2015 we are actually studying our like social casino games launch and one year later we launched a billionaire casino and then in 2018 we actually like expanding our footprint from social casino to casual games and then this year we are actually starting our publishing business so one thing is key things I want to highlight is actually executive team is actually work together for more than 10 years there's a lot of unspoken communications in the between the teams there's actually one of like the key secret from our team in huge is how can we like sustain and keep growing because I've read the team so about a team we are actually a true global team so in the we actually European company so you can see that we have a seven offices in Europe and we have more than I 20 different nationality of the staff in the in the team in the company so Hong Kong is actually setting up like two years ago

I'm the first people first employee in a team I'm pretty lucky to get the offers like two years ago to find about that so why do we want to expanding that into Asia so one of the key thing is that we see a lot of potentials so what kind of a game Primeau as I show in the video is actually a huge casino and billionaire casino so I'm going to show you more about these two games like how we can grow it in in in in u.s. and Indonesia so from Europe to Asia Pacific's so as I mentioned we actually set up the tooth setup team in Hong Kong two years ago why do we do that so since 2015 when we have a huge casino in 2016 we have a billionaire casino we spending the first two years actually heavily focused in the Western market in US and in Europe so we do not have any dedicated marketing activities in APAC we do not have a team in Asia as well but during these two years we find that there's a lot of like the high quality users they coming into the game by

themselves we do not have a dedicated campaign tiring the user in Japan and Taiwan in Southeast Asia we just have a worldwide campaign but during these two years after we focus on the US market when we won the love analysis wow the users in Japan they have a great retention the are poised as good as us and in Taiwan this is so many competitors there but we are stealing like the daily organic install is keep flying ups so the management team is actually think about it Oh after we spending two years in you know in the US team market we is popular here is the time to expanding our footprint to asia-pacific so that's why we set up the team in 2017 and then expanding to Asia and then right now in Hong Kong we actually buy a pretty small team so we leave off the development work in Europe but Hong Kong as like a hub of Asia for for the marketing purpose so we have a localized everything and then we run the campaign with a local team local agency

to grow our game in Asia so I think everyone is I want to tell about I know about the secret so I actually want to tell you we actually don't have any secret at all so why is that so we actually learn a lot is we learned it from the internet we learn it from the from our agency from media partners from our account managers so there's a no secret at all because everything that you can tell from the internet right now so well I can show you some things so you're like how we work how which and every we use mostly and I even can show you some of our idea grace create if the best creative that we have been used in the Sigma six months I hope that these kind of a little pieces of a secret that can the key beauty in the next ten minutes first of all which a network do you use most so we spend a very significant portion of our budget on Google s and Facebook so why do we use these two a network so

first of all they are non incentivize they do not have a lot of fraud issues and they have I sophisticated by an epic go-to for us and the most important things that we have a dedicated Account Managers from Facebook and Google they can't take care of us and then they can show us a lot of insight internally and they'll help us to optimize the campaign so first of all let's talk about like the Google s so Google s particularly we call it like UAC universal app campaign so that actually cite the particular features that we use to grow our apps so we start testing like the GUI C is actually starting in 2017 November we starting like the alpha test so in the first three months we test the the performance was terrible so it's really bad really bad and the the to was buggy and then we cannot have any delivery at all even lie sometimes the delivery but the hours was really bad but anyway because I decide

kind of a trend and Google they were not going back to the original I'd like solutions then we have a keep investing I our marketing dollar for almost three months then we suffer for three months and then starting from like February January and February in 2018 the performance keep improve a lot so I think that is a one of the key learning is actually we need to time patience and the money in capital to make sure that allow the machine to learn so Google UAC there's a couple like optimization objectives so we have a install in a conversion and then a target return on the expense so so far you can see like I put a cross on the install because I if you want to have a like great our why don't go for the install they can just give you the body but they do not give you the quality of the users so we like the second and the third one so right now we spend most of their budget is actually on these two like optimization objectives and then the latest things is

actually like I'm not sure you can see it because it's broken in preview in there so the end group is accountable new things which just allow us to upload more than 20 we used to be like only trainee creatives but right now we can upload a lot a lot of a different theme of the machines because we have a slot machines and always also we have a later season of promotions so it allows us to have a better like optimization on the creatives I think that because we just add new things we hope that in the next couple of months when we have more and more creatives that actually like Google's AI should be powerful to allow us and optimizing the campaign so but so far we are very happy with Google as we hope that a group can I bring the our eye to the next level so one of like the key partner of a Google we actually enjoy some of like the alpha test solutions so in q1 particularly in March so Google launched the max conversion campaign so we are in

there like the first round of like the alpha test so we run the campaign in Japan on huge casino and it successfully like bring us a lie almost like 300 times more of the installed and the regular one so this kind of become a case studies in there like the alpha test program is highlighting a Google i/o early these years so right now is in the beta launch then we not only have a one-game we have a couple games I ready to launch the next conversion campaign so I think that if you guys certain months later I believe that they will be open publicly so I highly recommend you guys to try it particular for those of the high monetization markets so talk to your account manager talk to write those other people you know in Google's so some months say that they will be like openly for publicly so I highly recommend you guys to do that yeah so let's talk about Facebook can anyone have by the experience in managing their

Facebook campaign not only a couple guys so I guess the kind of I it's not a new thing but it's like complicated things okay so for facebook there's a lot of things so other day like Google as we use either Facebook a lot so from the targeting solution they have either interest or we call it the keywords and then we have like the local I use a local I based on either Facebook standard event or we have a customized event for example like we have a list of the pairs or at least like engage the users we can upload to the system they can use their a I to look around and then the find similar users to play your games or I use your surfaces so compared to Google is actually more complicated why do I say that it's like Oh Google is pretty strict for words so what you have to do is that you may select your games and I use choose your objective and you upload it creative so Google will help you do a lot of things but Facebook is kind of by two extremes so Google is actually easy to use and

then my Facebook is like more complicated to use because you have a lot of things to control sometimes it's good because you have control but sometimes this is more tough because I maybe you are not a sophisticated media buyer you have a lot of things to consider to change every day so that's why I will put that as a complicated so other than like the targeting solutions we have an optimization strategy so movement happens or even optimizations I do not want to call it out but you have like this a lot of like document to read out so some of our we like a couple things right now is either very optimization and minimum rowers optimizations that actually allow us to have a certain KP right here chief example right please have an return on investment we want to X percent we allow we set this kind of a number in the in the dashboard be kind of by optimizing for us so because sometimes it's like the CPI will be way expensive than other campaign but it will bring you a satisfactory result and the new thing is

like the campaign budget optimization it's going to be like we enforce in in the second half of the year maybe like in q4 so we are ready to do it but the creative dynamic optimization is the great one so in case that you have a lot of creatives so nobody cycle use acquisition of re-engagement so just put all your creative in the you campaign so Facebook can allow themselves to show the best creative which is like the highly engage or highly interactive and curative to the users so somehow we're seeing like the patron is like the best creative they always have a more infantry and in delivering the degenerating inconstancy to a better result and at the poor performing creative the ability will not have an infantry so right now the media buyer do not have to guess or like to try by themselves it's actually the machine can help us and then the Facebook can do is I for ourselves so Facebook and Google is actually a major

like user acquisition knows but also we use like some other things but comparing I do the back to like the basic things like performance is more stable and they're so far there's no front and then they can almost have a good amount of the infantry that we can allow and then most importantly like so we are very happy with the results I mean like there are why so I think that most of you guys will use it but I would like to share our experience on using like Facebook and Google and the next thing is about a peg right so you can see that I want to talk about the localization so we run a lot of a testing between like the APEC market and the Western market so I can show you two creatives so first one is at the English one and then the second one is a Japanese one and then I will elaborate more after that welcome to huge Zeno [Music] the best Vegas experience

[Music] [Applause] the great bonus game [Music] download now so and then the Japanese one [Music] so these two creatives is promoting the same games so huge casino but we are actually in the same SKU even is in defense language so if I want to tell

you the result you expecting that the Japanese will be better for the Japanese market but how good it is so there's actually some other numbers to show you so we contacted the testing so showing light it seemed related the difference creative about are they targeting the same group of the users in Japan so you can see later click to in story is actually much more higher if we have like the localized creatives and like the app who is like the monetization it's way better so it's actually like ten dollars more than reading US dollars so there's actually like couple a consideration in between so when you're reading that the left one is a more Vegas style their Western styles and the right hand side is like definitely we use the localized voiceover and in the machine we talked about it's actually using different run and then the message and then the the animation is more overwhelming so these are a lot of a localization we do between either Western and then the a prime market so right now not only in Japan but also in Taiwan and in Southeast Asia we have a

different kind of a culturalization into the into the creatives so we would like to show you more in the next couple of the sly as well so secret I we run a lot of writing campaign really a lot so there's some of the creative I want to show you is actually we use in Taiwan in some of the Chinese speaking market so the you can tell the difference between the u.s. like the Western market and Japan and also the Taiwan so right now and can show you like these free creatives is actually like the top install and then top our in the last six months [Applause] [Music] so if you are from Taiwan or like those other things you will be from there we fly this kind of music and the gameplay

it's actually also promoting huge casino but it's like promoting I Southeast Asia mainly in Malaysia and Singapore because is in simplified Chinese so you can see like we are trying to like introduce or the look and view is more like the land-based casino you can see that the prayers are and those over the animation is more eye-catching so the last one [Music] [Applause] [Music] [Applause] [Music]

this one is actually using for Taiwan and is one of like the best creative as well so you can see that we have a lot of Asian theme but from tiger and dragon from Phoenix those are the things that you will find in Macau Malaysia and Singapore the casinos so we want to like even though we are not the real money gambling games but we want to introduce like the mo sphere and experience to the users actually you can play the games at home on your mobile phone like the casino even though you can practice that it's actually you can live before you go into Macau Singapore idols of casinos so you can see that we use a lot of Asian themes so in particularly we actually introduce a lot of Asian theme of the machines right now so it's more than a go to ten right now so and we actually call cultural high school bully so we have a 17 language in the games so which is including the APEC and also ride a Europe and even like the South America in Russia as well so is the lower side to customize and then cultural eyes to message and then the the content to their users so if you are ready to go

into the apex so I highly recommend you to spend more effort to put on their localization because this actually make a lot of impact and the differences to your like camping and then the revenue and one more example of a localization or culturalization is about the lives of events so when the uses time of the game so what they will see so we actually contact analysis as well it's like the a/b testing the control group we serve 50% of the users with the English creative but they are playing the Japanese and then the Chinese UI and then we serve another 50% of like the localize creative we not only have like the language they're translating that but we also like putting like the the Taiwan donor and then the Japanese yen dollars and then we actually have a more message by the nimah time offer so you can see like the percentage it's not 22% it's like 122 percent in terms of either pay rate in chinese and japan so these kind of things i can allow us to

understand how important of rider vocalizations because we've in the game we have a hundred percent control after what we serve to the users then this kind of a be testing is a pretty precise and it's also like hell to the team is actually we cannot ignore the users that they are not in the english-speaking regions so these kind of things that can will be very important to show you guys that how localization and culturalization important so it's actually from social casino and to care so as i mentioned in the very beginning since last year we actually stepping in there like the casual games we are new to casual games so particularly puzzle games so we like to introduce a one of the new games called traffic paso is not developed by huge it's a kind of a policy we find the publishers we found a developer important and we run our first publishing business [Music]

[Music] so this is traffic parcel right now is available on the Google Playstore only ever and then next month we will have iOS so as I mentioned this is the publishing business is our first publishing games that are running in this model we launched it soft launched it last month and then when we spending a good amount of dollars to grow it if you go to the a penny you can see like the install tree and then the monetization track it's awesome so the CPI is cheap retention is great and monetization is so strong so even like it's a better than some of our internal development games so what we are doing right now so we're actually leveraging our part two and three year experience in a user acquisition management and also like the game and life ops

experience and then we share those of our knowledge with our our developers so they introduced a lot of things so people we taking over the games so the metric is actually like pretty bad but after like two months almost three months trees we almost like make a great changes it's a drastic changes of a lot of a metrics so if you are interesting to play this game please download it the iOS version will be ready next month and if you want to if you have great games want to like join us in the publishing business with the is website or talk to me then we can talk more that's my last slice we're actually hiring so you wanna join a huge no matters in Hong Kong or Europe feel free to reach out to me and then if you want to like like skin and on a meal and recheck feel free to scan it I think that's all I do these presentations yeah let's give Andrew a round of applause thank you if we if anyone has one

question we've got time for one quick question otherwise you'll be back for the panel in a bit and obviously you'll be around the show and your contact details were there on the slide for everyone but yes Andrew will be joining us for our panel in a minute but yeah let's give Andrew a big round of applause well thank you a really fascinating talk and I think you can see the difference between actually putting in the effort for localization and it does pay off [Music]