The Western Games That Conquered China Henry Fong CEO & Founder, Yodo1, Ltd. Email: [email protected] Twitter: @Yodo1
How to publish Western smartphone games in China -- GDC talk from Yodo1.com
Aug 17, 2014
How to launch Western iOS and Android games in China, with case studies of Western hit games that have done well there. Tips include: Localize your games with the tastes of Chinese gamers in mind, promote and distribute your games on China's local social networks, and localize your monetization strategy.
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The Western Games That Conquered ChinaHenry FongCEO & Founder, Yodo1, Ltd.Email: [email protected]: @Yodo1
Key Takeaways From Today’s Session:
● Why Chinese Localization is No Longer Enough
● The Concept of “Deep Culturalization” to Create Games that Play, Distribute and Monetize better in China
● Examples from a Deeply Culturalized Game that have Conquered the China Market with Before/After Performance Comparisons
Confidential. © YODO1. All rights reserved.
Challenges for Western Games Studios…
Monetization & Payment Discovery & Distribution
Social & Mobile
Games
Confidential. © YODO1. All rights reserved.
Cultural Adaptation
Cultural adaptation requires market insight, not just language translation
IP and Brand Protection
Reclaim user base from unauthorized & pirated versions of your game
Deep Culturalization: Transforming into AAA Chinese Productions
Re-scripted StorylineProf. Chinese Voice OversFull Cinematic Cut-Scenes
Alpha Zero零号战机
Local SNSIntegrating the Largest China Social Networks Reaching close to 1B registered users.
Hero Academy SNS Integration:Invite friends to a matchFind friends who are also playing Share achievements with their friends
700M+ users
300M+ users
500M users
Other Gotchas: China Hosted Servers
Traversing the Great FireWall
MonetizationMonetizing a broader demographic by using Banner Ads, offer walls and other Free 2 Play mechanics
Ski Safari: users can get more coin packs by using offer wall
Townsmen: users can get more prestige
MonetizationEnhance revenue with well-designed ad injections Without Impacting Gameplay… Too Much
Enable users to turn off ads when virtual currency above a certain $ is purchased
China Ad Network Partners:
New ContentSustain downloads and retention with on-going original content update targeted at Chinese gamers.
Hero Academy: New hero team and tutorials Clouds & Sheep: Original challenge mode mini-games
Player CommunitiesPulls every player into gaming community WITHOUT ever leaving the game, increasing the social impact of the game with a community of Chinese players
In-game user community, share tactic, screenshots and ask questions all in the game
Confidential. © YODO1. All rights reserved.
Increase Retention
New Content Update
Monetization
China SNS Integration
Deep Culturalization
Western Games That Conquer China…
Not Just Translation, Deep Culturalization,
Sustain downloads with on-going original content
IAPs, Banner Ads, Offeralls
In-Game Player CommunityBut How Do Chinese Gamers Discover, Download and Pay
for my Kick-Ass Game?
Making Sense of China Mobile Game DistributionAndroid Distribution in the West
Conquering China’s Discovery & Distribution ChaosDISTRIBUTION (Downloads)
Preloads
DISCOVERY
AdNetworks
Media
Recommendation Sites/Apps
App Stores
PAYMENT
App Stores
Case Study: Ski Safari
Original Version
35,000 Downloads in 8 months
$69/Day
Original Version Yodo1’s China Edition
LightCulturalization
Light Localization
Deep Culturalization
SNS Integration Cross Network Promotions
Original Version Yodo1’s China Edition
LightLocalization
LocalAd Networks
17,000 Downloads
$75/Day
Local Ad Networks
Local Offerwall
Banner Ads
Original Version Yodo1’s China Edition
Android Distribution
17,000 Downloads
$75/Day
Android Distribution & Payment
Feature spots on 20 top android app stores
1-click carrier billing
LightLocalization
LocalAd Networks
LightLocalization
LocalAd Networks
Android Distribution
Original Version Yodo1’s China Edition
New China Content
17,000 Downloads
$75/Day
New China Content
LightLocalization
LocalAd Networks
Android Distribution
Original Version Yodo1’s China Edition
New China Content
35,000 Downloads in 8 months
$69/Day
The Result:
Total Active Users
7,000,000(3 Mths) 225X Increase1,200,000(1 Mth)
Average Daily Revenue
$7,800 USD 220X Increase$7,500 USD
Additional Resources:● http://www.yodo1.com/china-mobile-game-news
Thank YouHenry FongCEO & Founder, Yodo1, Ltd.Email: [email protected]: @Yodo1
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