How to promote your games in the ever-changing Chinese market

[Music] hello everyone this is summer from integral in charge of Europeans Alliance user acquisition demand mailing and I appreciate I appreciate your interest in our topic and please don't be disappointed because we change the title well I think just few days ago so to give you a brief idea about how sorry to give you an idea about my presentation structure the first part will talk about the overview of Chinese market and the second part is it's about the Chinese Chinese performance based marketing ecosystem and certainly I introduced about minta grow and our services and how we could help you acquire urrh-sa' as scale in China and after that I'll leave some time for your questions the first part is the

overview of Chinese gaming market according to our official reports is knowing that we have reached 788 million mobile users in 2018 and the and is keep growing at a stable scale at a stable speed now and the users will eat between iOS and Android it's 18 percent versus 70 87 percent however it is noticed that the iOS the iOS the iOS user I'll spend the Android Android users in the average in-app purchases next is about a total mobile game player it has reached 5 it has reached 554 million in 2017 and is and is not surprised that to see the

mobile can revenue has sum up to one point one six trillion by analyzing it we predict that Chinese alike gaming market market will continue to grow at a stable scale in the next three to five years and here here you can see the different types of Chinese online mobile games in 2017 with the roleplay gaming and card play and card games leading the way and also showing in the slight tension and that is against these two this two came in compass to gaming company accomplish over fifty percent of the market share not only by its own product but also by is publishing power and when it comes to Western Western games come to China there are may lease rate phenomena the first one is about merger mergers acquisitions and

investments tensions should be a typical should be a typical example it acquired supercell in 2016 and is social and its social platform have been offering many new opportunities for supercell a particular particular in the social gameplay is estimated to reach like 1 billion users by its social platforms secondly and more typically we will suggest you to choose a right partner to help you to manage all the related stuff they are more they have deep they have deep understanding about ecosystem and more skilled in dealing with the related things like localization publishing monetization and also user acquisition sorry well not everything can be well planned it or predictable in in the future so

there's an interesting example in 2017 I don't and i'll dope at game man travel fraud I'm not sure whether you guys know this Japanese canned or not it has been very popular among Chinese young people in a certain time firstly it was discussed on the social media platforms and due to is easy gameplay and lovely characters in a chat a large group of female users quickly and I'm soon become an unique and visible phenomenon and it's even in its original version it doesn't have like Chinese version in China but still get very very popular well next we will go over the different amount of China as we all know Google Facebook and Twitter append in China a pantsuit in China petrol petrol pass for domestic internet companies and

meanwhile if you are not too familiar with this market there may be there may be some barriers the first one is the audience Chinese consumers are becoming more and more diverse and different from the different from Google and app stores AB Strato in some other regions China has countless platforms and and app stores glass panel is for Western gaming companies you are required to have a force you are required to have a lot of certifications if you want to launch you again or visually in China and under this is under this circumstance there are two Tryon players are mainly from this five group the largest one is tension besides is WeChat and QQ these social apps that this product has penetrated in every aspect of our daily life include browser news

music and video etc by the dams and not sure whether you guys know this company or not is it's at this moment it is a very pioneer company in the development of feed base total is the most famous news app in China currently and also is another core product the second one tick named Tito is a short video a social video app has reached 115 million daily active user in this year an Alibaba Group has the top one top one mobile browser at one with over 1 five 1.5 billion downloads and Baidu is famous for a search engine and largest Chinese community and also the number three mobile browser app single on the last one is the traitor in China people use it every people use it daily and

nowadays I think in this year they have reached over 300 million monthly active user and talking about the App Store and I think everyone knows that Android is a quite complicated market for us basically there are two types of Android stop in China the first one is third party Android stores which which are dominated by tension is App Store named my my apps and also 360 by 2 etcetera and the other type is mobile manufacturers which like Huawei Xiaomi opal and vivo etc which are growing more and more more and more popular due to is growing audience and regarding iOS you may think about you to the App Store optimization you you may

think about use App Store optimization tool I would suggest it's better to find a partner who is good at this and probably will help you to probably can help you a bit because the Western App Store optimization tool doesn't include a Chinese App Store and if you have like full certificate as app store request it will highly increase the possibility for your games or your applications to be featured when it comes to their user acquisition partnership I would suggest you'd better to select the partners depending on your needs if you like to work with the top media partners in their previous page that the five the five top five it's you could you could either what with that what we've done directly and separately are also authorized to an

agency to manage because they have different platforms they have different different operation systems so it may be a bit difficult for you to do it with your in-house team and also if you would like to promote in this market DSP and networks are necessary when you want to reach other type of trophies I think you may be a little bit curious about how it works when you're promoting and enjoy enjoy applications actually it depends on what kind of trophy you are using in for example if end-user has both my ABS absol and Huawei app store on his phone and he saw an ad which is running with SDK traffic the user flow will be the user saw the ad the user clicked the app and the app will be directly download but if it's web traffic the user will be

asked whether if you would like to download this app via my apps or huawei or direct download it's kind of the phone's automatic set setting so for this kind of question is related to the what kind of traffic you are using to do the user acquisitions is well knowing that Rivoli video has been very popular nowadays but in China actually is in a very initial stage because it was native ad format who takes up to who takes a model of most of our traffic because the dryin players like we mentioned before are monetized mainly by the mainly by the Neath native ad format because it achieved higher retention rates in a non rewarded format but also ensure a better user experience however gaming local

gaming company like yahoo fun plus are paying more and more attention to remote a video because this shows some superiority compared with other kind of traffic so I think it should be a it should be a good timing for Western companies to promote here as you have more comprehensive knowledge about the mobile traffic and in this part I will introduce more about min to grow about who you are and how we can help you minta grow is a program massive advert at advertising platform we have reached 1 billion impressed daily impressions globally and our SDK has integrated with over 600 developers around 4,000 and 500 apps nowadays and in China market we have a daily impressions around 30 millions our goal

is to be the top choice at partners for global developers who want to break into this complicated but enormous market I assume some of you have already working with some Western networks in user acquisition campaigns but I would like to say there are some there are some other kind of traffic business gaming traffic are very popular in China as shown in the slide we have we have our local relationship with some domestic domestic app developers and we integrate our SDK with them their category include like sports photography choose news entertainment and lifestyle etc this kind of discount of app also have large large amount of audience so it's also

from our previous promotion experience with local advertisers we found that discount of traffic also brings some also bring quite ideal results so we suggest it could be a good supplement for your current traffic pool next I'll talk about our advertiser self-serve platform it automatically connects to our hightly called high quality traffic and if you would like to create a sub account to manage it's also doable for us and it do support different targeting features like tampering demography location and media besides I understand some of you may concerned or worried about what kind of trophy you are using when you're promoting so we can we provide food transparency and and disappoint you would like you could you could get your note what kind of publishers and what

kind of publishers you are using for your campaigns on our dashboard meanwhile we also compares the performance data present by the different creative materials usually we required advertisers to have a certain time as test period and after this test period we could set different pies for different bunches of publishers according to their initial results in test period we have our in-house creative lab named my works and they are good at making some interactive ad pleases sound [Music] [Applause] [Music]

[Applause] [Music] [Music] well that concludes my presentation and you're welcome to ask any questions now thank you thank you Thera are any questions our colleague here has a mic so do please shop for that do we have any questions for summer about minted grilled the Chinese market no one at all

I was interested that the the size of the market was huge so the the 554 million mobile gamers so more mobile gamers in China than there are people in America might have is that is that growing all the time what's the rate of growth of that is that it was it has it been that big for a while or is that a well actually der große race is quite stateful this years because I think even in the like not developing city people are more and more people I have their own cell phone so to be honest the Chinese companies are more look for new opportunities in Southeast Asia but within these markets there are still some room some huge room for us to grow

especially for different kinds of games yeah and I have one more question as well I understand you mentioned the like the Android publishing and the the various network providers and so on at the moment it's quite difficult to get a game published in China isn't it what's the the kind of projected outcome of that situation is that going to change sometime anytime soon well I think it is in this year is extremely difficult because we have our government won't to like have some probably they we have some new policy about mobile ad content because we have some cases in this year that that like shows some bad situations so we won't release any new certification until next year I think it's much much next year so yeah at least for domestic companies not sure about whether it will have any for

overseas companies but yes the policy is more straight than before right interesting well thank you very much thanks everyone thank you to some of the talk about the ever-changing Chinese gaming market [Applause] [Music]