Tips on making your hyper-casual game a success in China

and everyone good evening and my name's Michael I'm head of monetization in Monroe and this is my first time to be speak in English and give a speech like this so it would be yeah maybe a little yeah maybe a little challenge for me but maybe I like a little bit interesting for you yeah today my speech topic is tips on making a have a casual game success in China and the speech will be divided into two parts the first one is I will share some information about mini-world who we are and what we do can help our client to get success the second one is I will share you some trends in game game market in Chinese area and also some tips in both user acquisition and application form

integral maneuver is AI driven programmatic and in Araki advertising platform and we focus on the global area but right now well we're strongly in we're strong in APEC area and we can help our client to get a you get rapidly curves in both user acquisition AB monetization and creative solution for you to exhibition we can help our trying to figure out the right audience through our premium inventory and eye catching ad format for immunization our platform suppose the ladies and the Famers most of Famers ad formats such as drove out a video in a station in a special video and play will add that can help our publishers to get better your user experiences that drives user engagement and revenue for creative solution our

reply from we bring together creativity design and technology together to bring our client with a high quality video and playable ad that can try mark successful and mineral was founded in 2015 and right now we have overnight office all around whoa we located in Beijing Guangzhou London and San Francisco and so on and right now there are over 200 employees working for our company and over 50% of them are technical team and in the year 2018 the total revenue of our company is about 227 million dollars for mineral we have vision that is to be the bridge between east and west we hope to be the best friend our partners with our corporation partner and also to be the most professional

consultant role for the Western company in the eastern area and right now we have a cooperative with most of the Famers and all around whoa such as Moodle office Evan and who be soft dry rates and so on you can see the icon list on this so I posed in your site you a certain administration side and about the are people are to be traffic maneuver has been integrated with the biggest Chinese Ad Exchange such as Baidu tenzin and by dance already and the are to be traffic together with our a sticky traffic make a larger number of new entry for our client you to get the right user and also it is a basic forward algorithm to be up might

optimized that is the information about our company and right now I will show you some trend in game mode in game market in Chinese area and also some tips in both user acquisition and immunization as we know that China has been become the world's number one app economy recent years and it takes over 30% of the total revenue all around and right now there are over 800 million devices in Chinese in China and the neighbor is still increasing in three to three to four years and we can see also Chinese China is set to remain the number one market for mobile game with the penny protecting nearly hundred twenty billion downloads and sixty two point four billion dollars spent by the Year 2022 and also we can see in this graph below there are two obvious

situation the first one is the revenue generator in Chinese in China area is big it takes over 40 percent of the total in 2017 and the other one is the changing speed is the biggest in Chinese area the increasing speed is over nearly over a hundred percent by the year of end of year 2022 that means there will be a lot of money created in Chinese area and of course a big a huge business opportunity for the company out-of-round wall and there's up there another Oberth strain in Chinese market a more and more company right now paying more attention from hardcore games to casual games for pay more human resources and money whicka see in the graph below the

percentage of casual game in friggin top 20 list for LS this year the number has reached to about 50 percent well the number was 20 to 30 during the past two five years and somebody would ask what has happened here's some reason for the trend first Tredici rewarding video and interstitial videos such as this kind of app ad format have brought into Chinese market and it can give our publisher a higher CPM well it makes a higher LTV for the publishers well the LTV is larger than say pi4 the pepitas it gives some kind of positive recycle ecosystem positive ecosystem for them to gain more users so ever helped and the second one as we know Chinese people are working harder and harder and especially for Mel so we

didn't have so wouldn't have a long period of time to play hardcore games instead of that we only have fragment at a time and it's proper for casual game for example we can play game while we're on the road to work maybe we're waiting for somebody or even we're having meals and the second one as we know this game arena of valor a Chinese version is honor of King has been the most popular mobile game in China for about last five years and half the population of the game are women's so it teach a large number of female to play game to have the habit to play games and it increases the population of women and also we know that harbor cash game a proper super

proper Felina to play and the last one is about children we know that Chinese parents I don't like a Western parents they don't like to play with their children for a long time so yeah it's true yeah the BD the BD working yeah the pd playing I ran out well oh yeah and so for Chinese children they were they would get a devices mobile devices at a very young age so and also children is proper to play hyper casual game so that's reason and here is our top 10 game publishers this year in January we can see that the two the biggest game company Tencent and that East and we can also see some top hyper casual game publishing company such as joypad play January and cheetahs and

here's some information about Cape approval in China for LS all game are able to be published directly without any special approvals yeah for Android the game does not have a ap that is able to go alive but a post or relationship be assassinated and some Apple store may require software copyright as well but some may not but if you want to have AP and joy you need a license which is called maybe cut ESPN as we know the current status about ESPN is approving approval process to issue a license for new titles has been resumed since April 22nd but the queue is very long maybe after you approve you need to wait at least one to two years to be a pro so

it's hard to yeah so it's hard and in Tucson in this year so far the number of game has been approved lives a nearly over a thousand and tens and then that east got7 and fire proven that is the situation right now for game approval in China and here are some top media traffic in Chinese area we can see that some top publishers such as by dance Baidu Tenzin Kwai show Sina Weibo and the all of them adopting the OC PC strategy and also they heavily rely on Chinese creative Chinese style creatives and no playable abilities so far and it's also difficult to get installs because you need to compete with other hardcore games the they are paying a higher price maybe CBC rather

than casual game and also some sometimes most of the times software copy is needed in most of the case so if you want to do that you need to cooperate with a company that can help you to get the software copyright such as joypad and my games and about an airport traffic in Chinese area there are three the first one at Mall UAC is ours only and it's affected CBI but it has many patty installs and also sometimes freaking ad fraud but it's not Google's fault Google's us is just like a kind of supermarket if your honor if you were advertiser you need to figure out the traffic you need to know which is good which is bad which may have a lot of ad fraud you

need to figure out that and also you see has a lot duplicated installs because of the South attribution in that channel for tik-tok audience network they adopt ocbs a strategy and the speed I will be usually be higher because most of the traffic of that channel or video traffic and also you need to compete with some hardcore games so the CBC will be very high for many grow we are fixed CPI and we provide playable services because of our SDKs ability and also we don't have long tail publishers so we can eliminate it some ad fraud this is a case showing that we can see the user use time per users from the channel in us see there's

only less than one minute so there must be some fraud in that channel and you need to have tighter you need to focus on that data and you need to focus on the feature not only click not only install you to know the action after the install maybe it's a usage time or maybe the retention for seven days retention and so on it's just a use case and here are some user u8 tips for you first you can ask me a girl for publisher released in UVC channel if you cooperated with our company yeah ii just set up your post backs tragically choosing ones that happen later in game just what i said in the last salat and certain one set up beating strongly and

make sure to deduplicated google's attribute it's very important everybody don't want to waste your money right and the last one don't must be too much in doing user acquisition in chinese and joyce market because there's a little too complicated and too many a fraud and cheat environment is not very good right now and for some monetization tips here first is the benchmark the China's average CPM range is about from twenty to thirty dollars that is for remote a video and interstitial with you and network you should use we strongly recommend you to use mini grow by dance audience network and and more for mediation partner for the Global Partner you could use mobile or you could use maxi max which is a app having product

and also you can use some Chinese mediation partners such as up LTV and a pub actually sometimes we do suggest our publishers not only use a format such as real video in its TV show but also use some other kind of ad format to combine different ad format together and it usually can increase the revenue by 10 to 20 percent such you can use some kind of ad format such as images flash that or native ad and last one about tracking twos we strongly in that last advise you to use to tracking tools one global one local the global tracking we adjust suggest you to use adjust and Tingy or Tanjung for chinese tracking wastage at you to use ruin what is that when you need to use to tracking to scatter the reason is

the global tracking to doesn't know the real the detailed number in some chinese channels such as pi show and and so on such a but reviewing god everything got very got the detailed numbers in any channel in chinese market and also if you cooperate with mini world you get a free trial for them yeah and they're still one thing I didn't mention is about creative so layer on our head of our credit lab Stella will talk about a creative and will give you a digital introduction about our creative lab and also show you some fantastic and interesting air creatives and that's all and I hope what I'm talking about can really help you yeah thank you

there's a moment you're watching sorry and here is a QR code yeah yeah it's a report from our company we interval with all kinds of developers and publishers in Chinese market and we got a conclusion so then we reported so just to scan the QR code together report cool thank you very much thank you I think we just skip through to the talks just you want to keep the talks going so if you've got questions for Michael we we can have them outside listen he's really pressing or is oppressing but one one question and that's it yeah you have a question go on then is there microphone get you Mike yeah one one cocoon extremely difficult to go into the hyper cacher market in China do you have any tips for the foreign

developers for entering the Chinese hyper market in terms of the Android markets because it's a super complex and it seems like it's impossible for foreign developers to go in yeah this is the first question I have another one thank you so Kazuki yeah first question about enjoy market publishing so it's a little complicated and generally speaking we don't otherwise you to do that but if your game is super good and it has been successful in our market you can choose the best games that can which is how a lot organic users this kind of games may but for advertising for advertising yeah enjoy CPM is just a quite less less more

than that OS maybe just a 1/5 of that I see one question and you've tried to have tried to fight the system so I'm because we've got to get a couple more talk so I'm if you can ask question afterwards that'd be that'd be great it's very quick Thanks yeah the second question is also kind of a related to the first one so it seems like it takes a long time for the hyper cacher to get to the approval in China so is it impossible and we all know have a character the life circle is really short so is it kind of possible for foreign developers to go into Chinese markets like for have a casual games yes possible if you do not want a ap as possible but I need to you you need to get it for money enough money from our tight advertisement yeah okay yeah yeah

because just just just just as of what I said if you our TV is higher in CPS okay okay okay oh we can discuss it okay t3 continued okay thank you very much round of applause please Michael thank you