The Japanese market in 2020: retention limit for 30 days

AppsFlyer, a mobile marketing attribution platform, recently released the “Report on the Status Quo of Mobile Application Marketing in the Japanese Market in 2020”. The report counts the mobile marketing situation in Japan in the first eight months of 2020 and finds that China has become the overseas country with the most mobile applications listed in the Japanese market, accounting for 24% of the total.

This article will mainly select the game part for interpretation.

According to relevant data platform calculations, in the first three quarters of 2020, Japanese mobile game market revenue is expected to exceed 10 billion U.S. dollars, accounting for 22% of global mobile game revenue. The maturity of the mobile game industry has also become a major market for global game manufacturers. .

The mobile game market is mature and users are used to actively searching for games

With the influx of game products, users have more and more choices. At this time, the way to obtain sales through marketing is essential. At the same time, the active search behavior of Japanese users has been further improved, reflecting the strong gaming attributes of Japanese users.

The report shows that from January to August 2020, the number of installs brought by marketing, that is, the number of unorganized installs increased by 39.51% year-on-year, and the install conversion rate reached 63.17%; the number of organic installs through active search also increased by 35.67% year-on-year.

The more active the user, the lower the game revenue?

Affected by the epidemic, new games are limited. In the first four months, the competition in the mobile game market has declined, and the average cost of acquiring a customer has plummeted. It dropped to a freezing point in March, about 220 yen.

As the emergency declaration was lifted at the end of May, customer acquisition costs soared, reaching nearly 280 yen in August. The main reason comes from the competitive squeeze of non-gaming applications. On the other hand, as users’ outdoor activities increase, game time is further reduced.

Correspondingly, the number of launches of mobile games increased during the epidemic and reached a peak in May. After the emergency declaration was lifted on May 25, the number of game launches began to gradually decline.

However, gaming revenue did not perform well in the first five months, and only started to rise sharply in June. According to the monitoring of the relevant data platform, the total revenue of the Japanese mobile game market in Q3 2020 surged to 5.01 billion US dollars, an increase of 17.3% month-on-month and a year-on-year increase of 32.2%, which was the fastest growing quarter since 2014. The reason lies in the fact that various manufacturers are vying to launch new operational activities and fought a “marketing war”, which has led to increased customer acquisition costs and a sharp increase in revenue.

Among them, users who installed naturally have a stronger willingness to pay on the Android side, which is 2.7 points higher than that of iOS; users who installed non-naturally are slightly better on the iOS side.

In addition, in the non-organic install group, the users who converted through remarketing have a much stronger willingness to pay than the users who converted in a single marketing. The paying user rate reached 17.5%, which was also higher than the users who used the organic install.

From the time point of view, the overall first-day payment rate is 47%, and the value is relatively conservative. The reason is that a large number of free games have introduced rewards for the first login, and players can experience without paying after entering the game.

Japanese players only play a game for 30 days?

In terms of retention, regardless of whether it is a natural installation or an unnatural installation user, the retention reached 19% in 3 days, and the monthly retention was 5-6%, which was no significant increase compared with last year. Among them, in terms of unnatural installation, the retention rate of iOS at various time nodes is generally higher than that of Android.

Compared with retention, the uninstall rate of the game is significantly higher. The probability of uninstalling on the first day of installation exceeds 55%, and more than half is lost. By the 30th, the uninstall rate is close to 100%, which means that users who downloaded and installed basically a month ago The drain is over.

In general, the Japanese market is huge, with fierce competition and increasing risks. As one of the largest sources of income for Chinese mobile games going overseas, in the past year, 18 games were welcomed by Japanese players in the early stage of their launch, and the number of reservations exceeded 100,000. How to attract users’ attention in the pre-announcement stage under the premise of ensuring high-quality products is the only way for manufacturers to reduce risks.

Source: Game Top


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