Seizing the Trends in Asia: Three Top Trends Game Publishers Should Prepare for in 2022

[Music] [Music] i introduce alvaro gil abad from pangal bike dance with their talk seizing the trends in asia three top trends game publishers to prepare for thank you well uh first of all let me introduce myself thank you so much for the intro my name is alvaro and along with my colleagues f masha and jason we are managing pango in mia um so let me tell you about more about pango um well that's me pango is the app network that provides a monetized monetization tool for game developers and app developers in general with exclusive demand coming from tick

tock for business so yeah we're pretty much the exclusive providers of tick tock we've got over 600 million daily active users already and over 50k apps integrated but this number is probably already higher so apologies for the fixed uh rates and indeed as you can see we're completely connected to tick tock for business so um advertisers can uh not just enjoy uh the placements inside of tiktok but also instead of um the network of apps that enjoy your monetization uh tools and same for the ui you can do ui inside of tiktok and also you can enjoy the placements of our network through tiktok for business platform and now let's talk about asia in general which is our starting point as a network um why asia why working in asia well asia accounts for 50 of the gaming market overall which i think is already a pretty convincing figure to start with

and it has already about 1.5 billion uh players um and if this is not enough you guys can see that the margins if it's well done uh are way higher than the ones in tier ones where most of the european or american game developers are usually focused on um just some of those figures obviously especially china korea or japan have a huge increase in return on investment if it's well done and how to do it well well that's actually why i'm here for i'm gonna tell you a bit of the about the trends in asia that are going on towards this year um obviously there's gonna be more but i'll give you the ones that are already picking up so that you have an idea of where things are going where things are set right now and how to try to do it well so the first topic is obviously localizing or not localizing and which sort of games to fit in asia and i would say every game fits in age obviously if it's well done and i'm

gonna start for hyper casual of course hyper casual always stops on the charts in asia not just you once in terms of volumes and the profile it's pretty even and it's similar to the ones in the west world so it must say that it's a slightly younger male players in asia but it's still like similar to what you guys are probably doing in um the tier one country so it does not really need a huge effort to make it well um and to get the return on investment when it comes to hyper casual genres as for rpgs you still can see that especially in japan korea and china they are topping as well right below hyper casual so there is a lot of volume still in terms of downloads and not just that in terms of revenue it is the first one so it does have a lot of revenue potential uh beyond hyper casual impacts in terms of rpe of course um it's a bit more balanced more male

but it's uh even so it's a similar profile to what you guys can find in two ones the difference is though the games are way more complex the structure inside of the games and rpg have way more steps huh they have a lot of events they have a lot of extra tools and a lot of um special ops that obviously make it more complex and also uh increased engagement of the of the players the players in asia definitely want more of a dynamic game rather than just something more um static that's the main difference and you can see in some of the examples you can see um there is a huge amount of operations going on this is a clear example for example uh shadow legends um managed to adapt to the asian user and in those charts you can see that the motivation levels in china versus the us are way drastically uh bigger in indonesia and it did work indeed we're talking about um again events a lot of

seasonality events they work a lot with influencers so they sort of build engagement around the community and they build this community that fits it feeds back to the game and increases the revenue and talking about community and live operations um the second thing it's gaming and shopping events live and you're gonna be like why is this guy talking about shopping in a gaming conference well uh the live streaming itself already increased by 50 just in china or almost 150 percent in japan and overall 300 percent are in apac in the latest years and the figures are crazy like obviously probably all of you guys know about the 11 11 singles day but it's not just about 11 11. there's a lot of e-commerce platforms in apac that are incentivizing the use of these sort of special um

sales days and it's going already from 9 9 10 10 11 11 and 12 12 so pretty pretty much since the start of the autumn until the christmas season there's already special aggressive sales um across the whole apac region uh also i need to mention of course that uh austin lee a streamer in china made um 2 billion in just 12 hours which is a figure that unfortunately amazon hasn't reached yet so definitely a lot of spend and how can gamers make use of this well there is indeed a correlation between these dates and the ad revenue that games can enjoy off throughout these days there's definitely a special seasonality coming from the sales um there and this is basically through two streams the one of the streams is um there are actually uh special sales inside of the uh game stores so actually they're trying to copy what e-commerce is doing and they're applying special discounts and special deals throughout

the the game stores and people are engaging with these discounts as well and they're spending as much as in any other e-commerce platform and also of course the advertising all these um e-commerce platforms are increasing their spend throughout these days so whoever has ads in them they can see an increase on the ecpm overall in all these markets and also in tier ones but mostly in asia and the third trend it's app open ads maybe some of you have heard of them and this links very well with the e-commerce trend that is because app openness it's a placement that pretty much works uh very well with these e-commerce and branding advertisers they love it to get the first impression before even loading the app um it's something that um it's been proven already by tik tok that it does work as well in tier one countries not just in asia um pretty much the most premium one and definitely the cpms are higher than the ones that you can get on a regular interstitial or rewarded video

and why you should consider it well there is actually a case study that we call unfortunately i cannot disclose uh for privacy reasons the name of the publisher in china and it did right with um several case scenarios with different ad frequencies um these app open ads in their game their results were pretty satisfying i must say there was absolutely no negative impact in the standard of placements that they already have the um increase of revenue per user was definitely substantial and the retention was barely damaged so in the overall results it was a very aggressive and positive impact and uh and now i'm going to give you guys a bit of more of a brief about bangla itself and why we're talking about asia because indeed as i mentioned before uh the starting point of pango was in asia and that's where we do best we are um we can definitely provide you guys with the

tikto4 business platform that has tons of uh targeting capabilities from the ui perspective obviously we have a unique traffic in asia that we have gained because we work with a lot of local publishers especially in the countries i mentioned japan in china in korea and uh we go our own and software with our own algorithm and also we have a production tool for free to create playables and other sort of ad formats as for the monetization side obviously we cover uh not just on waterfall also bidding and we cover all these formats apple pens actually is being tested internally at the moment before you any of you ask me the question is going to be released soon and you could also use it in our apps with our network these are some of the names that were with us already um in these markets with us so that you can see that we do have already some experience in in the field and some of these people are enjoying already our results and these are some of the figures for you to understand uh the growth that we have had uh recently uh thanks to

working with all these partners in in tijuana towards asia we have had already 80 million daily active users in in japan over 65 percent of the games in korea work already with us and as well and southeast asia we have already over uh this figure 170 million with our almost already 200 so pretty pretty please so far working with on all of them but it's not just asia we're also planning to scale and going global and as you can see we have already launched in some other strategic markets you can um enjoy our services throughout um towards all latin america canada just launched as well also in the ce region and mina where we can say we're already on the top three networks that perform for ad monetization and that's it for me at the moment obviously now i'm happy to take any questions that you might have about this

topic or any other related to monetize indonesia thank you no it's fine well we are have a booth upstairs so if you have any personal or specific questions you can always reach over there thank you thanks [Music] [Music] you