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Mobile Games for Asian Women
Yup Hwang
Table of Content
1. Introduction- Who we are
2. Target- Why we targeted
3. Approach- How we approached
4. The Next Step- Where we are going to
01 Introduction
Extensive experience of mobile social network game
Most famous female game provider in South Korea
Strong network with major platforms in Asia
Introduction - The Company
Introduction - The Company
IN 2011, ZYNGA LISTED ON NASDAQ
Introduction - The Company
AND 2014, PATI GAMES LISTED ON KOSDAQ
Introduction - Products
20 Million 30 Billion 10 Trillion
‘I LOVE COFFEE’ LAUNCHED ON 11 PLATFORMS SINCE 2011
Introduction - Products
1.5 million registered users in Korea2.5 million registered users in Korea20 million registered users in Global
Non Game User → New Gamer New Gamer → Core Gamer
3 REPRESENTING TITLES OF PATI GAMES FOR WOMEN
02 Target
Target - Global
FEMALES BEAT MALES ON MOBILE GAMING
IN-APPPURCHACES
TIME 7-DAY RETENTION
31%35%
42%
Source) Flurry: Female Gamers Over Index vs. Males on Time, Money and Loyalty
Target - South Korea
User by Gender(Dec. 2012)
63% USER OF ‘I LOVE COFFEE’ IS FEMALE IN KOREA
Females Males
63%
37%
Top 10 Countries - DAU(Oct. 2013)
Target - Asia
‘LINE I LOVE COFFEE’ IS POPULAR WITH ASIAN WOMEN
Taiwan Japan Thailand Hong Kong
Indonesia Malaysia Singapore Others
200K
03 Approach
Approach – What To Say
WHAT WOMEN WANT
Approach – What To Say
STARTING-UP THEIR OWN CAFÉ = THEIR DREAM
Approach – What To Say
Drag it!
Tilt it!
Touch it!
VICARIOUS SATISFACTION BY GAMING
Approach – How To Say
TOUCH HER HEART, NOT HEAD
Approach – How To Say
EMOTIONAL APPROACH DRIVES MARKETING SUCCESS
Approach – How To Say
IN
Approach – The Place To Say
PROPOSE TO HER AT THE RIGHT PLACE
Approach – The Place To Say
SOCIAL PLATFORM = KEY SUCCESS FACTOR
KAKAO TALKSOCIAL PLAT-
FORM NO PLATFORM
NRU(launch + 6mth)
M1 M2 M3 M4 M5 M6
1.7M
1.5M
1M
660K 590K470K
120K83K
54K32K 45K 28K
04 The Next Step
The Next Step - Content
THE NEXT ‘I LOVE’ SERIES, RESORT
The Next Step - Platform
WAITING FOR THE NEW PARTNER, ALWAYS
…