Arthur Chow 'Why it's essential to think local' 6Waves

LocalizationWhy It’s Essential

to Think Local

Arthur ChowCEO

6waves

WHY?

HOW?

That’s Why

45% of Mobile Games Revenue in Asia

Confidential. All Rights Reserved.

of the $6B global game-market growth this year is from Asia

82%

iOS Revenue by Countries

Source: Newzoo, April 2014

Google Play Revenue by countries

Source: Newzoo, April 2014

THE WHY IS OBVIOUS

HERE’S THE HOW

TEXT

IT’S NOT JUST THE TEXT!

• BOOM BEACH

SOMETIMES,IT IS JUST ABOUT THE TEXT …

… IF YOU ARE FROM FINLAND

ART & UI

TEXT

22

Communication through ArtBetter to speak to the audience in a local manner

Localizing a Russian hidden object game “Mystery Manor” to Japan and publish it to no.1 spot on Yahoo!Mobage

Localizing the Ravenwood Fair

characters for Japan

Strikefleet Omega to Japan

23Confidential. All Rights Reserved.

Wonderland Epic to Japan

NOT JUST THE ART, BUT ALSO UI

Confirmation Page

Cancel Confirm

AA

Confirm Cancel

B

Confirmation Page

Confirm Cancel

B

LIVE OPERATIONS

ART & UI

TEXT

Congratulations on the Launch!

Pre-Registration Works in Asia

Importance of Live Operations

Source: 6waves Internal

34

New Features for Local Audience

Timely Promotion for Local Version

Sakura scene for hidden

object game only for Japan

36

Local Pricing - Starter Pack

Confidential

NBA Dream Team

INTANGIBLES

LIVE OPERATIONS

ART & UI

TEXT

Intangibles

China vs Taiwan vs Hong Kong

v

China vs Taiwan vs Hong Kong

FIFA World Ranking

103 176 163

China vs Taiwan vs Hong Kong

Spoken Language

Mandarin Mandarin Cantonese

China vs Taiwan vs Hong Kong

Written Language

Traditional TraditionalSimplified

China vs Taiwan vs Hong Kong

GDP per Capita

$20,930 $37,777$6,747

Source: International Monetary Fund (2013)

China vs Taiwan vs Hong Kong

Messaging

China vs Taiwan vs Hong Kong

Social Media

China vs Taiwan vs Hong KongFacebook Penetration

65% 61%0%

Emoji Pop

Confidential. All Rights Reserved.

123猜猜猜Hong Kong

123猜猜猜Taiwan

Question sets are different for Hong Kong and Taiwan

• Emoji Pop (Chinese) #1 on App Store and Google Play for over 5 weeks in Hong Kong and Taiwan

• Emoji Pop (English) reached #5 in US App Store

49

Social Phenomenon

50

Social Phenomenon

Confidential

Key Takeaway

LocalizationWhy It’s Essential

to Think Local

LocalizationWhy It’s Essential

to Think Local GlobalBut Act Local

Key Takeaway

Thank You

arthur@6waves.com