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WHY TRANSLATION ALONE WON'T WORK Japan’s mobile gamers are known for their high Average Revenue Per User (ARPU). Based on a recent study, 41% of users worldwide would prefer learn more or to download the first app they see in the ranking, even when actually searching for other apps. Indeed, making your app stand out in a competitive market is highly challenging. With 65% downloads coming directly from the App Store Search, App Store Optimization (ASO) now becomes a critical tool for app discoverability and conversion. Farewell lost user growth and welcome revenue gain! In this article, Septeni Global Experts have rounded up some key points on optimizing your ASO to unleash the app’s full potential. Localized ASO = Improved CVR Tired of optimizing on User Acquisition campaigns with various media channels using different creatives and targeting, yet facing low Conversion Rate (CVR) and high Cost Per Install (CPI)? Maybe it’s time to reconsider your marketing strategy. After all, that is the storefront for your users and the last step before they click the “Install” button. Since most of the people in Japan are not good at English, your App Store page should be localized in Japanese, and a simple direct translation won’t do the job right either. ASO is a combination of art and science that requires a deep understanding of the local culture and art preferences, in addition to the user journey from ad impressions to the final download. Unlike English, which consists of roman letters, the Japanese language (as illustrated below) consists of kanji, hiragana and katakana, and it has multiple ways of saying the same thing using various language components. For example, a simple search keyword “food delivery” in English would have multiple counterparts in Japanese because people’s language preferences differ based on their generation, gender and cultural background. Furthermore, even though the Japanese use the same alphabetic numbers as the rest of the world, the spacings between the numbers are different, and they also have a kanji version of the numbers as well. Therefore it is crucial to have the local team analyze the right keywords for your app. In order to maximize the benefits of search optimization, a curated keywords selection should also pair with localized texts and designs to streamline the user experience. 5 TIPS ON ASO LOCALIZATION IN JAPAN #1 AESTHETICS MATTER We explained Japanese preference on ads design in general in this previous article, similar rules will be applicable to ASO as well. In addition to the screenshots and video designs, it is important to comprehend the App Store ranking rules inside out and incorporate the knowledge into composing the app description for improved results. For example, the Japanese prefer reading descriptions with lots of catchy subtitles that naturally divide the content in blocks. This way, it saves them time because they are accustomed to glance over the overall content in bullet points first before reading the details further. Also, the highlighted subtitles give the creator another chance to emphasize keywords and appealing points to increase CVR. #2 SPEAK YOUR TARGETS' LANGUAGE Localizing the App Store in Japanese is not enough. The screenshots and descriptions should be easily comprehensible to the target audience as well. What is this app used for? What benefit will it provide? How to highlight this throughout the process? As users quickly scroll down their screen, the screenshots, preview video and descriptions for the app need to truly stand out to improve your CVR. Below is a quick example of how you can customize the order and content of the screenshots for best results. Since the first screenshot is the most prominent one, in this case we recommend using video first to target all three tiers of audience to prevent churning. Then follow up with screenshots to target the core and main audience to increase CVR among high quality audiences. Of course, each app has different appealing points and target audiences, and the best practices for such genres in Japan vary as well, so we always endeavor to perform deeper analysis on the overall strategy before jumping into the details. #3 DON'T FORGET THE ADS! The ASO not only improves CVR for organic downloads, it contributes greatly to paid user acquisition campaigns as well. Before visiting the AppStore, target users would have already clicked certain ads, and if the advertisers can reinforce the appealing points that brought in the target audience in the first place, it will complete their emotional journey and enhance their CVR. For a certain city-building app, we already know from our media consultants that static images featuring the city-building elements tend to have better performance, so with that in mind, we designed the screenshots with the assumption that core users have already clicked those ads and want to learn more. Before the ASO, the previous advertiser used the following screenshot vertically and placed it on the second page. However, we proposed dividing the appealing points of city building into two elements, namely from zero to one (build new), and one to one hundred (upgrade existing), and highlight these in a horizontal format so that the image can take up a larger space of the screen for stronger message delivery. With a combination of improvements in title, preview video, screenshots and description, we were able to increase the CVR by 27%. #4 LET ASO ACT AS A SPOKESPERSON FOR YOUR BRAND ASO as your storefront reflects the brand identity. With all the bells and whistles available at our disposal for localization, in the end it should also adhere to the advertiser and stakeholders’ brand identity and tone manners for brand consistency and recall. This is especially true for IP titles since the ASO localization needs to adhere to the brand’s global standard. Therefore, understanding the brand’s regulations and design experience accumulated on a practical basis are becoming more important. The most versatile experts will strike a balance between creativity, best market practice and brand prerequisites for a smooth and efficient process. #5 LOCALIZE WITH BOUNDARIES AppStore has its strict regulations. No matter how great the localization is, if it is against the regulations, one cannot succeed. Don’t spend your time and resources on the ASO only to find out in the end that it will not get approved.

For example, unlike Google Play Store, AppStore requires the actual gameplay screenshots to make it a true reflection of the game itself. This limits the design options, but also presents a test for the designer’s creativity. The designer should take into consideration regulations such as cutoff zones and safe area trimming, so that the new design can convey the right message across devices. We recommend working with the experts to start the project right and avoid unnecessary revisions and setbacks. This sums up the 5 tips that we think are essential when it comes to ASO localization. Hope this will help your ASO localization efforts as well. If you want experts’ advice, please feel free to reach out to us. We have various know-hows in Japan’s culture and language, expertise in advertising design, in addition to knowledge related to keywords, search logic and copyright writing. If you are interested in localizing your ASO for the Japanese market, feel free to reach out to us at for a free ASO consultation. KOTARO // CREATIVE DIRECTOR Joined Septeni (Now Septeni Global) in 2018. Has previous experience as a TV program director, TV commercial director and designer. As a Creative Director at Septeni Global, Kotaro has been leading creative operations for a variety of campaigns focusing mainly on global gaming clients, leveraging his experience in video creation and graphic design. His area of expertise is creatives that require film production for user acquisition. ABOUT SEPTENI GLOBAL Septeni Global is a global organization that specializes in digital marketing. With end-to-end services, we are committed to providing solutions from strategic planning to creative production that centers on brand awareness and user growth in the digital domain.



THE ROLE OF AN AGENCY Septeni Global has been building marketing solutions for mobile gaming app companies to succeed in the Japanese market for over 10 years. As an agency business manager of Septeni Global, I am honored to have the opportunity to explain the role and the value of agencies in the Japanese market, while diving into the latest game app market trend in Japan. CHAPTER 1 - JAPANESE GAME APP MARKET According to the latest report, the Japanese game app market has hit a plateau in both spending and download growth. The total population of Japan is small relative to the rest of the world and hence the number of game downloads in Japan is low on a global ranking. However, what is most unique about Japan's mobile game app market is that it ranks second globally after the United States in terms of in-app purchases volume. This means that there is a large number of core users with extremely high literacy in Japan despite a smaller total number of gamers. Also, “mobile game in-app purchase” is strongly rooted in the national gaming culture. In addition, our own data indicates that CPI (cost per install) of the game app in general is gradually increasing every year. In summary, the Japanese market has two main characteristics. CURRENT STATE OF THE JAPANESE GAME MARKET 1) Both the literacy of gamers and their in-app purchase rate is high, but the number of downloads has hit a plateau. 2) CPI (cost per install) is increasing every year, and the advertising unit price is also rising. In other words, Japan's mobile game app user base is saturated and the pie is limited, leading to rise in the advertising unit price as companies compete for the same small number of users. In the midst of this, the number of foreign game apps entering the Japanese market has accelerated in recent years. Below is a list of the top 100 titles in sales in Japan in 2020 based on our own research. 34 titles out of all 100 titles were released by publishers outside of Japan. Septeni Global is helping with most of these company's marketing strategies. And I would like to share what challenges overseas players are facing when entering the Japanese market, and what kind of solutions we are providing to solve those challenges. CHAPTER 2 - CHALLENGES IN THE JAPANESE MARKET While we have been helping overseas clients' business expansion into Japan for over 10 years successfully, one of the biggest challenges our clients always had to overcome was understanding the unique culture of Japan to connect with the local audience. In my opinion, the following three cultural aspects unique to Japan are the key obstacles for overseas clients. 1) Language 2) Creatives 3) Concept of media buying Let's talk about these three aspects. 1) Language Needless to say, the language barrier is still extremely high in Japan. According to the English proficiency index, Japan ranks 78th out of 112 countries in the world, and there are many Japanese who do not understand English. There are also many cultures unique to Japan, and when launching a game app for the Japanese market, it is very important to optimize the language and localize the app with the Japanese culture in mind. 2) Creatives Language and cultural barriers are also critical for success in advertising creatives. Many app publishers outsource the localization of their apps to specialized vendors, whereas the marketing is carried out by the person in charge of marketing in their home country. Advertising creatives that have localized languages ​​and expressions for the Japanese market yields far better results than distributing the creatives created in English for the global market in Japan. 3) Concept of media buying The larger the promotion, the greater the number of media will be used. In Japan, there are many placements where advertisements cannot be secured without going through an ad agency, and TV commercials are the most representative of this practice. Even in digital media, there are some branding menus that are exclusive to agencies. CHAPTER 3 - SEPTENI GLOBAL'S STRUCTURE TO OVERCOME THE BARRIER 1) An organizational structure specialized in marketing support for overseas gaming companies Septeni Global is an organization that specializes in overseas business within the Septeni Group, which has approximately 2,000 employees. This year marks the 10th anniversary, and we have offices around the world. We mainly support marketing activities in Japan for overseas clients, and we have a lot of great track record in marketing support for game apps in particular. 2) Creatives The trends in creative design in English-speaking countries and those in Japan differ greatly. Our company's track record has proven that there is a big difference in CTR and other key metrics when actually distributing advertisements. English UA vs Japanese UA Creatives As part of the Septeni Group, we have led the digital marketing industry at the forefront of digital marketing in Japan for nearly 20 years, and based on our extensive track record, we have a vast database of case studies of effective and efficient creatives. In addition, Septeni Global's creative team has built a team structure that can be optimized for multiple languages, so we produce creatives not only for Japan, but also for South Korea, Taiwan, Southeast Asia, etc. We have an organizational structure in place that allows mass production based on our deep understanding of the marketing context. 3) On-Off Integration As mentioned above, the Japanese gaming app market has hit a plateau, and multiple titles are competing with each other on a daily basis for a limited number of users. For this reason, the marketing budgets of each company are increasing year after year, and nowadays, almost every title with great success is making a large investment in TV commercials around grand launch. Thanks to the capital and business alliance with Dentsu Group, Japan's largest comprehensive advertising agency, we are also strong in large-scale promotions including TV commercials and offline events. So far, we have explained the current condition of the Japanese gaming app market and the role of agencies in Japan. There is still a lot of information that cannot be shared here. Also, for the success of our clients, the most important thing for us is to have a firm understanding of them as a partner, and I believe that everything starts from there. If you happen to read this article and have even a little interest in the Japanese market and Septeni Global, please feel free to reach out to us. RYUTA IRISAWA VICE PRESIDENT Ryuta Irisawa has successfully managed many overseas clients, mainly from Greater China, into Japan. He has been in charge of the strategy of many large-scale promotions and has a wide range of experience from branding to user acquisition, mainly in the digital domain. After joining Septeni in 2013, he spearheaded the Social Media advertising management team as a founding member. In 2014, as a consultant, he was instrumental in establishing the advertising management team for supporting Twitter. After joining the global sales team in 2017, he worked as a sales representative for many large-scale clients. In 2018, he received the annual MVP award. ABOUT SEPTENI GLOBAL Septeni Global is a global organization that specializes in digital marketing. With end-to-end services, we are committed to providing solutions from strategic planning to creative production that centers on brand awareness and user growth in the digital domain.



The global digital advertising market in 2022 is valued at over 500 billion, consisting of 63% of the overall expenditure on media ads. If we look at the historical desktop vs mobile trends, it has become clear that mobile advertising has seen a tremendous increase as Millennials and GenZ are born into the digital era. Based on a recent report by IAB, within the rapidly growing mobile advertising market, programmatic advertising revenues continue to grow as well. With an increase of 39%, the programmatic revenue alone is close to $100 billion in 2021. What is so attractive about programmatic buying and how to add programmatic into the media mix in the most effective way? We sat down with Ralph Camus, Senior Manager at Septeni Global, to share some advice. Q1: The programmatic space is very crowded. There are thousands of companies representing millions of ad networks, all saying they can bring good traffic. Identifying the most suitable traffic is liking finding a needle in a haystack. How should I decide? A1: Admittedly, adnetwork and programmatic advertising is sometimes associated negatively with ad fraud and poor user quality. This is a problem the industry as a whole is trying to combat, which Septeni is actively involved as well. My suggestion is to find a reputable business that has a long and good track record, and choose appropriate fraud detection tools to measure the success of the campaign. Setting specific install rejection rules based on past fraudulent traffic would help as well. Q2: Despite the possible risks, why should the advertisers add programmatic buying to their media mix? A2: There are multiple good reasons to involve programmatic inventories, for example, to reach a larger audience at a cheaper CPM on a larger scale. With regards to CPI networks, which is the area that I’m most familiar with, advertisers opted for this because it’s well suited to several key metrics. First of all, the volume. Since the CPI network aggregates large in-app inventory sources, the user base reached is a wide swathe of all mobile users, when connected with the right combination of sources. The cost per install is competitive as well, compared with other named media platforms. Furthermore, as privacy is becoming more important, CPI network traffic is privacy safe in the sense that it does not collect or use personal information or data, unlike other larger platforms. In summary, the biggest benefit for the clients would be the ability to achieve reach and volume goals at scale and with efficiency (price wise). Reasons to utilize CPI network: volume, low CPI, Privacy Q3: With greater opportunities comes greater risks! Then how should advertisers mitigate the risks and have a more effective campaign? A3: I would recommend working with a trusted partner that knows the inside out of the business, is capable of navigating the complications of CPI ad networks and is honest about it at the same time. Since there are multiple layers of media and networks, the right partner should be able to monitor the traffic on a daily basis, and do hands-on management to directly optimize the campaigns so that the KPIs are met. For CPI buying, since the cost is already set so the advertiser does not need to worry about cost fluctuations. However, ad networks are equipped with less feature-rich targeting options, in most of the cases, they can only target Operating Systems or Geos, which makes effective traffic management vital to the success of any campaign. The optimization is less based on targeting, but more related to the right traffic source, as there are millions of in-app inventories out there and a responsible and versatile optimizer will try to find the most suitable traffic within a short period of time for the better ROAS. Q4: Can CPI campaigns achieve both cost and quality at the same time? Seems too good to be true. How do you optimize? A4: Septeni Global has its in-house CPI Management service called Perry, which has been integrated with over 20 global networks. In our team, we aim to deliver on higher user quality versus other self-run or media optimized CPI networks. Our campaign managers will evaluate and optimize the campaign performance through data analysis and direct media communication to ensure the success of the campaign. To avoid fraudulent installs, after a user clicks on the ad and installs the app, the data will be passed to Perry’s system first. Our system scans traffic to filter out undesirable traffic in advance, before that traffic can proceed to advertiser servers or the app store. Then based on the SDK data, our operation team will further analyze the data and optimize based on Site IDs at a very granular level. To share some case studies. For a well known mobile gaming app that has been released for almost 2 years, the target D30 ROAS was 15%, but we were able to achieve 21% in April 2022. For a strategy MOBA game, the D1 retention reached 179% of the client’s KPI and D30 ROAS hit 115%. Through deep understanding of the traffic and diligent optimization, we were able to continuously drive results for direct response campaigns. At the same time, we also monitor the traffic source and optimize the platform to safeguard both campaign results and user quality. Q5: So for Perry, you are optimizing the CPI network, similar to CPC media? How does it work? A5: Yes, indeed! Most of the CPI networks will deliver installs with simple volume targets and a fixed cost. That’s the end of it. We are different in that we commit to the further post-install KPI events, achieving both CPI and other key metrics goals at the same time. Just like other CPC media that we run in-house, we have CPI ad network consultants monitoring and optimizing the campaign toward the KPI on a daily basis as well. Most traditional CPI ad networks are built based on the assumption that the overall quality of the CPI is of good quality and they optimize by eliminating low quality media through blacklisting and other methods. However, Perry thinks otherwise. Instead of spending time blocking the bad ones, we devote our resources in finding the most effective traffic to acquire high quality users. Thanks to our extensive expertise in advertising operations and our network of media, Septeni Global’s Perry team is able to flexibly set optimal KPIs for each client and perform quality management with our unique know-how for higher client satisfaction. If you are interested in learning more about Perry, please feel free to reach out to us at RALPH SENIOR MANAGER Joined Septeni (Now Septeni Global) in 2013. Previously in Brand Advertising, Ralph made the shift to digital in Septeni and has previous experience with social media tools, campaign management and programmatic advertising. As Senior Manager of the Product Division at Septeni Global, Ralph has been leading the business, and the technology sectors of the Perry product with a focus on leveraging the deep experience of Septeni in Direct Response advertising and working with both advertisers, media and technology partners to drive superior performance for the advertisers of Septeni Global. His area of focus is the platform and industry technology that powers digital and programmatic advertising. ABOUT SEPTENI GLOBAL Septeni Global is a global organization that specializes in digital marketing. With end-to-end services, we are committed to providing solutions from strategic planning to creative production that centers on brand awareness and user growth in the digital domain.



PINPOINT YOUR MESSAGE TO CONNECT WITH THE JAPANESE AUDIENCE IN A MEANINGFUL WAY. Japan's technologically advanced population has the highest annual app install rates world-wide and consistently impressive usage rates. As one of the most important mobile app markets, overseas app publishers often deem Japan a significant opportunity to explore. However, with its unique culture and language, it has been a real challenge to successfully penetrate the Japanese market. Literal translations don't work in Japan and can be misleading. Understanding the culture is key to truly making a connection that catches the attention and meets the needs of Japanese users. In this article, we share some insights on how to come up with the localized creatives, from ideation to production. Some of the UA creatives often seen in Japan are those with multiple characters lining up, a split view of actual gameplay, imitation style, profile style, live-action materials, and many more. There are many different ways to communicate with the users but which one should you choose for your brand? Septeni Global Experts shares best practices and processes from their own practical localization experiences of executing UA ad campaigns for multiple brands successfully in Japan. Let’s take a look at what kind of creatives actually work for Japanese users! Septeni’s ways of thinking for creatives First of all, creativity needs to be cultivated every day and Septen’s approach is to gather creative ideas on a daily basis to create powerful ideas that improve ads’ performances. There are two key methods to get inspired by ideas. First, we promote a culture of creativity in the organization by building a community where each member exchanges ideas. Art directors will share interesting UA and branding ads they are inspired by. Brainstorming, regular reviews and discussions help us keep abreast of current ad trends and utilize this knowledge for future creatives for campaigns. The other one is using idea-sharing sites. One of the most popular sites in Japan is Pinterest. You can curate ideas by searching by keywords or you can also curate similar designs. After ideation, we explain how to apply these ideas into making the UA creatives. First, please choose the type of presentation methods base on the KPIs. Do you want to acquire new users or re-engage with inactive users? Next, adjust the creatives based on the characteristics of the media platforms. Lastly, what kind of users you target makes a great impact on the scheme of creatives as well. 1. CAMPAIGN PURPOSE Creating creatives based on a variety of KPIs The kind of creatives created varies based on the purpose of each campaign, but you can refer to some specific cases below. Branding (Awareness): Attempting to complement mass-reach and interlinked with TV commercials. Install: Messaging to encourage to install Retention: Appealing new features and events to existing users Brand awareness ads: In order to increase awareness, ads need to be exposed to many users. Picture your targets’ thought process (“Want to click it” -> “Want to read it to the end” -> “Want to share it”) when you create creatives for this kind of ads. Brand awareness ads: Make new users understand and feel attracted by the appeal points of your game (Worldview, characters and how to play) in order to have them download the game. The targets’ thought process would be similar to “Attention-grabbing” -> “Interesting” -> “Want to download”. Retention ads: This type of ads target inactive users who once downloaded the game but are not currently playing it. Using terminology which only people who have played the game would understand is essential to create the “insider privilege” and grab their attention. Further, emphasize on the new features and ongoing time limited events to encourage them to re-download the game. 2. CAMPAIGN MEDIA Are you producing the creatives with the correct understanding about media’s characteristics? You might need to re-create your creatives in some cases based on the characteristics of some media. There are appropriate and inappropriate creatives for each media. For example, Twitter and TikTok are both social media but the characteristics of their platforms are totally different. Twitter focuses on how to grab users’ attention in the first 2~3 seconds of the video. On the other hand, for TikTok, it is important that music and video are synced well. You need to think through how to maximize the effect of visuals of the video for the first 2 to 3 seconds for TikTok creatives. The most appealing features of the game should be prioritized in the beginning because it is important to think about what kind of beginnings the viewers want to keep watching. For example, we often see roulette-style video ads on Twitter. They present multiple characters, quickly switching between them in a short period of time which is eye-catching and gets users’ attention. Also, question-style copy in static image ads get more attention from the viewers, which is often deployed to encourage the viewer to keep watching or clicking the ad. 3. TARGET AUDIENCE Are your creatives talking to the needs of your target audience? Ultimately, you need to connect with your audience. Taking a Sangokushi-style game as an example, the chart below showcases the differences in creatives based on the target audience. It is better to highlight military commanders and character relationship charts for users who are interested in the storyline of Sangokushi. This type of user knows the story and characters' relationship inside out, so you can appeal to them emotionally by showing creatives with names of military commanders or main characters. For strategy gamers who are also interested in the storyline of Sangokushi, highlight the strategic gameplay mechanism instead. For example, even with a conventional strategic interface, you can attract users and get their attention. This type of users simply want to win and might also be committed to climbing up the career ladders to improve status at workplace, so you need to clearly present their needs such as “PVP” and “strategic” when you produce creatives for them. Your creatives can be effective only when you they clearly understand the audience and complex needs of the Japanese audience. Reach out to us at if you would like to know more information or actual cases of the Japan market! KASHIN CREATIVE DIRECTOR Joined Septeni (currently Septeni Global) mid-career in 2019. In her previous job, she worked as a creative designer for social media ads and also operated Chinese social media accounts. After joining Septeni Global, she took charge of creative production and delivery management for both gaming and non-gaming clients, with a focus on major Chinese clients.。 ABOUT SEPTENI GLOBAL Septeni Global is a global organization that specializes in digital marketing. With end-to-end services, we are committed to providing solutions from strategic planning to creative production that centers on brand awareness and user growth in the digital domain.


UA 크리에이티브의 일본 현지화, 너무 어렵지 않나요? SEPTENI GLOBAL이 일본 유저들에게 주목 받을 수 있는 크리에이티브 제작 기법을 알려드립니다!

해외로 진출할 때 중요한 것은 현지화를 의식한 크리에이티브 입니다. 일본 시장에 진출 했을 때, 일본 유저의 눈을 사로잡는 크리에이티브를 만들어 내는 것은 매우 중요한 전략입니다. 우리가 일본에서 흔히 볼 수 있는 UA크리에이티브에는 여러 캐릭터 나열, 게임 내 실제 화면 분할, 모방 스타일, 프로필 스타일, 실사 소재 등의 다양한 표현 방법이 있습니다. 이런 많은 표현들 중에서 자신들의 프로젝트에 적합한 것들을 어떻게 선택해야 할까요? 이 기사에서는 일본에서 UA 전달 시 표현 방법을 선택하는 방법을 안내해 드리겠습니다. 어떤 크리에이티브가 일본 플레이어에게 핀포인트로 작용할 수 있을지 살펴 봅시다! 첫째, 가장 기본이 되는 것은 크리에이티브적 센스 입니다. 전달 효과를 높이기 위해 셉테니는 일상적인 크리에이티브적 센스를 계속해서 축적하기 위해 노력해 왔습니다. 축적 방법은 두 가지가 있습니다. 하나는 사내에 아이디어 공유 커뮤니티를 만드는 것입니다. SEPTENI GLOBAL의 아트 디렉터들은 UA 타입의 광고나 브랜드 광고 등 서로 다른 플랫폼에서 본 재미있는 광고를 서로 공유하고 있습니다. 단순히 업로드만 하는 것이 아니라 크리에이티브 멤버들끼리도 광고를 리뷰하고 그 광고가 왜 재미있는지, 타깃 특성을 분석하거나 크리에이티브 포인트는 어디에 있는지를 다 같이 논의합니다. 머리를 맞대어 크리에이티브 멤버들 간의 광고 크리에이티브에 대한 감을 높히는 동시에 현재의 광고 트렌드를 계속해서 학습합니다. 또 하나는 아이디어 수집 사이트를 사용하는 것입니다. 일본에서 자주 사용되는 사이트는 [Pinterest]입니다. 키워드를 검색해서 모으거나 비슷한 디자인을 모아가다 보면 자신만의 거대한 아이디어 창고가 만들어지게 됩니다. 일본적인 아이디어를 수집했다면, 그 다음으로 실제 UA 크리에이티브 제작에 어떻게 활용할지를 알려드리겠습니다. 우선 크리에이티브 소재의 표현 방법을 결정하는데 대전제가 되는 것은 이 캠페인이 어떤 목적을 가지고 있는가 입니다. 그 KPI가 무엇인지, 신규 사용자 획득인지, 아니면 사용자를 복귀시키고 싶은 것인지. 다음으로 이 프로젝트를 어느 플랫폼에 사용할지에 따라 소재를 조정해야 합니다. 마지막으로 어떤 사용자층을 타깃하느냐가 크리에이티브 구상에도 큰 영향을 미칩니다. ①캠페인 목적 다양한 지표를 바탕으로 크리에이티브를 작성 어떤 크리에이티브 소재를 만들지는 캠페인 목적에 따라 다르지만 구체적인 사례는 다음 그림을 참고하시기 바랍니다. 브랜딩(인지): TVCM의 내용과 연동하여 Mass reach의 보완을 도모 신규 설치: 인스톨을 촉진하는 메시지 리텐션 : 기존 사용자에게 새로운 기능과 이벤트를 어필 브랜드 인지형 광고: 인지를 확대하기 위해서는 그 광고를 많은 사람들이 보고 접촉할 필요가 있습니다. 소재를 만들 때 고려해야 할 타깃 사고 패턴은 'Click 하고 싶다→끝까지 읽고 싶다→공유하고 싶다'가 됩니다. 예를 들어 어떤 게임이 런칭했을 때 오프라인 광고와 TV 광고를 동시에 노출 할 수 있습니다. 이 시점에서 우리는 크리에이티브 디자인에 몇 가지 요소를 삽입할 수 있습니다. TV 광고를 본 것으로 게임 제목은 머리에 들어 있지만 게임 콘텐츠를 이해하지 못하는 사용자를 상상해 볼 수 있습니다. 이러한 사용자에게 휴대폰 광고 크리에이티브를 통해 게임의 전체적인 이미지를 보다 잘 이해할 수 있는 광고를 보여줌으로써 다운로드로 이어지기 쉽습니다. 신규 설치 광고(UA 광고): 신규 유저에게 게임을 다운로드 하게 하기 위해서는 유저가 소구 포인트(세계관, 캐릭터, 놀이방법 등)를 충분히 이해하고 매력을 느낄 필요가 있습니다. 액션을 유도할 때 고려해야할 사고 패턴은, 「눈길을 끌다→흥미가 생긴다→다운로드하고 싶다」가 됩니다. 리텐션 광고: 한번 게임을 다운로드했지만 현재는 플레이하지 않는 휴면 유저용 광고를 가리킵니다. 크리에이티브를 만들려면 해당 게임을 플레이해 본 사람만 아는 전문 용어를 사용해 게임의 레벨업과 혜택 등을 소구해 2차 다운로드로 유도합니다. ②캠페인 매체 매체의 특징을 올바르게 이해하고 소재를 만들고 있는가 매체의 특징에 따라 크리에이티브 소재를 재설계해야 합니다. 각 매체의 특징에 따라 적합한 크리에이티브 소재와 그렇지 않은 크리에이티브 소재가 정해져 있습니다.예를 들어 트위터와 틱톡은 같은 SNS일지라도 플랫폼의 특징이 전혀 다릅니다. Twitter는 소재의 첫머리 2초에 어떻게 유저의 눈길을 끌지가 매우 중요하지만, TikTok은 음악과 video의 씬을 어떻게 연결시킬지가 가장 중요한 포인트 입니다. 트위터에서 사용하는 크리에이티브의 경우, 동영상 인트로인 첫 2~3초 시점에 비주얼을 극대화하기 위한 고민이 필요합니다. 어떤 시작을 해야 보는 사람이 계속 보고 싶어지는지가 중요하기 때문에 게임 중 가장 매력적인 부분을 첫머리에 제작합니다. 예를 들어 twitter에서 흔히 볼 수 있는 룰렛풍의 동영상 광고의 경우, 짧은 시간에 여러 캐릭터가 플래시 백으로 전환된다는 것은 플레이어의 눈길을 끄는 표현으로 광고가 눈에 띄는 사소한 계기가 될 수 있습니다. 또한 배너 광고 중 질문 형태의 카피를 사용하면 더욱 플레이어의 주의를 끌 수 있으며 사용자가 광고를 보고 계속 시청하거나 클릭하도록 유도할 수 있습니다. ③타깃층 타겟층별 플레이어의 니즈를 올바르게 이해하고 소재를 만들고 있는가 최종적으로는 누구에게 보여주기 위한 소재인가 라는 것을 명확하게 밝혀야 합니다. 예를 들어 아래와 같이 삼국지 타입의 게임을 보면 플레이어층에 따라 만들어진 크리에이티브의 차이를 잘 알 수 있습니다. 삼국지 콘텐츠를 좋아하는 이용자에게는 크리에이티브적으로 무장·인물 관계의 배경 등을 강조하는 것이 좋습니다. 이러한 플레이어들은 대부분 삼국지의 이야기와 인물의 관계를 잘 알고 있기 때문에 무장의 이름과 주요 인물을 이용한 크리에이티브를 널리 제시함으로써 플레이어의 마음을 잘 사로잡을 수 있습니다. 삼국지 콘텐츠에 관심이 있는 전략 게이머에게는 전략적인 플레이법을 강조하는 것이 좋습니다. 예를 들어 기존의 전략 인터페이스와 같은 방식으로도 상대방의 관심을 끌고 게임 내용에 흥미를 가질 수 있습니다. 또한 이 유형의 플레이어는 직장에서의 승패에 집착하여 승리와 지위를 요구하고 있을지도 모릅니다.크리에이티브 제작에서는 「pvp」나 「전략형」이라고 하는 플레이어의 요구를 정확하게 표현할 필요가 있습니다. 일본 시장의 요구를 올바르게 이해해야 보다 효과적인 투자가 가능합니다. 일본 시장의 지식이나 실제 사례를 더 알고 싶다면 hello@septeniamerica.com로 연락주세요! KASHIN CREATIVE DIRECTOR 2019년 셉테니(현 셉테니 글로벌) 경력직 입사. 전 직장에서는 소셜 미디어 광고의 디자이너, 중화계 SNS 계정의 운용 대행을 경험.Septeni Global 입사 후에는 디자이너의 업무 지식과 언어 능력을 살리면서 크리에이티브 디렉터로서 게임·비게임 영역의 클라이언트를 중심으로 크리에이티브의 제작과 진행/납품 관리까지 담당. 특히 중화권 클라이언트와의 디렉팅에서는 실력 발휘중 SEPTENI GLOBAL에 대하여 Septeni Global은 디지털 마케팅에 특화된 글로벌 기업입니다.전략 입안, 크리에이티브 제작을 시작으로 디지털 영역을 중심으로, 브랜드 인지로부터 유저 획득까지, 단번에 클라이언트의 과제 해결을 실현하는 서비스를 제공하고 있습니다.


クリエイティブのローカライズのコツは?Septeni Globalのデザイナーが解説します!

海外進出する際に大切なのは、ローカライズを意識したクリエイティブ。日本市場に進出した際、日本のユーザーの目をひき、ユーザーのニーズを突くクリエイティブをどう作るかは、とても重要な要素です。 私たちが日本でよく目にするUAクリエイティブには、複数のキャラクターを並べたもの、ゲーム内の実際の画面を分割して見せたもの、模倣スタイル、プロフィールスタイル、実写素材などの様々な表現手法があります。このような多くの表現の中から自分たちのプロジェクトに適したものをどうやって選べばいいのでしょうか?この記事では、日本でUA配信する際に、表現手法を選ぶ考え方をお伝えします。どんなクリエイティブがより日本のプレイヤーにピンポイントで届くのか、見てみましょう! セプテーニのクリエイティブの考え方 まずはじめに、何も無いところからクリエイティブアイディアは生まれません。セプテーニは獲得広告における多数の配信実績を元に、ファインディングスをしっかりと累積してきました。 蓄積方法は主に2つあります。 1つは、社内にアイデア共有コミュニティをつくること。SEPTENI GLOBALのアートディレクターたちは、UAの広告やブランド広告など、異なるプラットフォームで見た面白い広告をお互いに共有し合っています。単にアップロードするだけでなく、クリエイティブメンバー同士でも広告をレビューして、その広告がなぜ面白いのか、ターゲットユーザーをどこに設定しているのか、どこに工夫しているポイントがあるのかをみんなで議論します。デザイナーの様々な意見を集めて、クリエイティブメンバー間の広告クリエイティブに対する感度を高めると同時に、現在の広告トレンドを学習し参考にします。 もう1つは、アイデアを収集するためのサイトを使うこと。日本でよく使われるサイトは【Pinterest】です。キーワードを検索して集めてもよし、似たようなデザインに関連して集めてもよし、積み重ねていくうちに自分だけの巨大なアイデアの宝庫ができあがっていきます。 日本的なアイデアを収集したら、次は実際のUAクリエイティブ制作にどう活かすかをお伝えします。 まず、クリエイティブ素材の表現手法を決めるうえで大前提となるのが、このキャンペーンがどのような目的で実行されているかということです。そのKPIが何なのか、新規ユーザーを獲得したいのか、それともユーザーを復帰させたいのか。次に、このプロジェクトをどのプラットフォームに使うかは、プラットフォームの特性に応じて素材を調整する必要があります。最後に、どのユーザー層をターゲットにするかが、クリエイティブの構想にも大きな影響を与えます。 ①キャンペーンの目的 さまざまな指標をもとにクリエイティブをつくる どのようなクリエイティブ素材を作るかは、キャンペーンの目的によって異なりますが、具体的な事例は次の図を参照してください。. ブランディング(認知):TVCMの内容と連動しマスリーチの補完を図っている。 新規インストール:インストールを促進するようなメッセージ。 リテンション:既存ユーザーへ新機能やイベントを訴求している。 ブランド認知型広告: 認知を拡大するためには、その広告を多くの人に見てもらい、触れてもらう必要があります。ネタを作るときのターゲットの思考パターンは、「Clickしたい→最後まで読みたい→共有したい」になります。 たとえば、あるゲームがローンチしたとき、オフライン広告とテレビ広告を同時に出すことがあります。この時点で、私たちのクリエイティブデザインは、いくつかの要素を組み込むことができます。テレビ広告を見たことでゲームのタイトルは頭に入っているけれど、ゲームのコンテンツを理解していないユーザーを想像してください。このようなユーザーは、スマートフォンの広告クリエイティブを通し、ゲームの全体像をより良く理解できる広告を見せることで、ダウンロードに繋がりやすいです。 新規インストール広告(UA広告): 新規ユーザーにゲームをダウンロードしてもらうには、ユーザーに訴求ポイント(世界観、キャラクター、あそび方など)を十分理解して魅力を感じてもらう必要があります。ネタを作るときの思考パターンは、「目を引く→興味を引く→ダウンロードしたい」となります。 リテンション広告: 一度ゲームをダウンロードしたけれど、現在はプレイしていない休眠ユーザー向けの広告を指します。クリエイティブを作るには、そのゲームをプレイしたことがある人にしか分からない専門用語を使い、ゲームのレベルアップや特典などを訴求して二次ダウンロードへ誘導します。 ②メディア特性の理解 媒体の特徴を正しく理解して素材を作っているか 媒体の特徴によっては、その媒体のためのクリエイティブ素材を再設計する必要があります。それぞれの媒体の特徴によって、適したクリエイティブ素材とそうでないクリエイティブ素材が決まってきます。たとえばTwitterとTikTokは、同じSNSであっても、プラットフォームの特徴がまったく異なります。Twitterは素材の冒頭2秒でいかにユーザーの目を引くかを重視していますが、TikTokは音楽とvideoのシーンをいかに連携させるかにこだわっています。 Twitterで使うクリエイティブは、動画の冒頭2 ~ 3秒までのビジュアルを最大化するために工夫する必要があります。どういう出だしにすれば見ている人が見続けたくなるかが重要なので、ゲームの中で一番魅力的な部分を出だしに優先して出していきます。たとえば、Twitterでよく見かけるルーレット風の動画広告ですが、短時間で複数のキャラクターがフラッシュバックして切り替わるというのは、プレイヤーの目を引く表現で、広告が目に止まるちょっとしたきっかけになります。 また静止画の広告の中で質問文形式のコピーを使用すると、よりプレーヤーの注意を引くことができ、ユーザーが広告を見て、さらに視聴し続ける、あるいはクリックするように誘導できます。 ③ターゲット層 ターゲットのニーズを正しく理解して素材を作っているか 最終的には、「誰に見せるための素材なのか」を明確にする必要があります。 たとえば下記のように三国志タイプのゲームを例にとってみると、ターゲット層によって作られているクリエイティブの違いがよくわかります。 三国志のコンテンツが好きなユーザーに対しては、クリエイティブの中で武将・人物関係の背景などを強調すると良いでしょう。このようなプレーヤーの多くは三国志の物語と人物の関係を知り尽くしているので、武将の名前や主要人物を用いたクリエイティブを広く提示することで、うまくプレーヤーの心を掴むことができます。 三国志のコンテンツに興味のあるストラテジーゲーマーには、戦略的な遊び方を強調するとよいでしょう。たとえば、従来のストラテジーインターフェースのようなやり方でも、相手を惹きつけ、ゲーム内容に興味を持ってもらうことができます。また、このタイプのプレイヤーは、職場での勝ち負けにこだわり、勝利や地位を求めているかもしれません。クリエイティブ制作では「pvp」や「戦略型」といったプレイヤーのニーズを的確に表現する必要があります。 日本市場のニーズを正しく理解してこそ、より効果的な投入が可能になります。 日本市場の豆知識や実際の事例をもっと知りたい場合は、hello@septeniamerica.comまでご連絡ください! KASHIN CREATIVE DIRECTOR 2019年にセプテーニ(現 セプテーニグローバル)に中途入社。前職ではソーシャルメディア広告のデザイナーや、中華系SNSアカウントの運用代行を経験。Septeni Global入社後はデザイナーの業務知識と言語能力を生かしながらクリエイティブディレクターとしてゲーム・非ゲーム領域のクライアントを中心にクリエイティブの制作と進行/納品管理まで担当。特に中華圏クライアントとのディレクションにおいては力を発揮している。 SEPTENI GLOBALについて Septeni Globalはデジタルマーケティングに特化した、グローバル企業です。戦略立案、クリエイティブ制作をはじめ、デジタル領域を中心にブランド認知からユーザーグロースまで、一気通貫でクライアントの課題解決を実現するサービスを提供しています。



エージェンシーの役割 日本市場でのモバイルゲームアプリのマーケティングの支援を10年以上行ってきたSepteni Global。凄まじいスピードで日々変化するデジタルマーケティング業界において、「日本市場におけるエージェンシーの役割」という観点から、日本の最新のゲームアプリ市場を紐解きつつ、その中で求められるエージェンシーの役割・価値について、Septeni Global 代理事業責任者である私が解説していこうと思う。 チャプター1 日本のゲームアプリ市場 最新のdata.aiのレポートによると日本のゲームアプリ市場は、Spend Growth、Download Growthともに頭打ちの状況となっている。 ご存じの通り日本の人口総数は世界的にみても少ないため、ゲームのダウンロード数自体は少ない。ただし、課金額は世界的にみても米国に次いで2位だというのが、日本のモバイルゲームアプリ市場の最大の特徴である。 これが何を意味するかというと、日本のゲームアプリユーザーの母数自体は少ないが、リテラシーが非常に高く、コアなユーザーが多く存在しているということである。また国の文化として、「ゲームでの課金」が強く根付いていることがわかる。 また、弊社の独自データではあるが、ある特定ジャンルのゲームアプリの1インストールあたりの単価は毎年徐々に上がってきていることがわかる。 現在の日本のゲームアプリ市場を簡単にまとめさせていただくと、以下の2点が大きな特徴として挙げられるだろう。 日本のゲーム市場の現状 ①ゲーマー全体のリテラシーが高く、課金率は高いものの、ダウンロード数は頭打ち。 ②CPI(Cost Per Install)相場も年々上がってきており、広告単価が上がってきている。 つまり、日本のモバイルゲームアプリユーザーは飽和状態にあり、ユーザーのパイが限られていることから、その少ないユーザーを奪い合うために広告単価が上がってきていると言える。 その中で、海外のゲームアプリの日本進出が近年加速している。下記は弊社が独自に調べた日本国内での2020年度の売上トップ100タイトルをリストアップしたものだが、全100タイトルのうち実に34タイトルが日本国外のパブリッシャーがリリースしたものとなっている。 そして我々Septeni Globalは、この内のほとんどの顧客のマーケティング活動の支援をしている。海外のクライアントが日本市場に進出する際、一体どこに課題を感じていて、そして我々がその課題に対して実際にどのようなソリューションを提供しているかを以下にて紹介していきたいと思う。 チャプター2 日本市場の難しさ 我々が10年以上海外のクライアントの日本進出を支援してきた中で、必ずと言っていいほどクライアントがぶつかる壁がある。それは日本特有の文化である。 私の思う海外クライアントにとって壁となる日本特有の文化は以下の3つだ。 ①言語 ②クリエイティブ ③ディアバイイングの考え方 この3つについて説明していこう。 ①言語 言わずもがな、言語の壁は引き続き大きい。日本人の英語能力指数は世界112の国の中でも78位にいると言われており、英語を理解しない日本人は多い。 また、日本特有の文化が多く存在し、日本向けにゲームアプリをローンチするとなると、言語の最適化をはじめとし、日本文化を意識したアプリ内のローカリゼーションなどがとても重要になってくる。

②クリエイティブ もちろん、言語や文化の壁は広告クリエイティブにおいても重要な問題となる。多くのアプリパブリッシャーにおいては、アプリのローカリゼーションを専門の業者に委託し、マーケティングは本国の担当者が実施する・・・というケースが多いのだが、我々の実績からみても、グローバル市場向けに英語で制作したクリエイティブを日本で配信するよりも、日本向けに言語や表現をローカライズした広告クリエイティブの方が遥かに結果は良くなると言える。 ③ メディアバイイングの考え方 大規模なプロモーションになればなるほど、活用するメディアの数は多くなる。日本ではエージェンシーを通さないと掲載ができない広告掲載面も多く存在しているが、その代表がテレビコマーシャルである。デジタルメディアの中にも、一部の認知型メニューなど、実はエージェンシー専売のものなどが存在していたりする。 チャプター3 その壁を乗り越える、 Septeni Globalの体制 ①海外のゲーム顧客のマーケティング支援に特化した体制 Septeni Globalは約2,000名ほど在籍するセプテーニグループの中で、海外事業に特化した組織である。今期で10期目を迎え、世界各国に拠点を有している。主に海外顧客の日本マーケティング支援をしており、特にゲームアプリのマーケティング支援実績を多数保有している。

海外の顧客のマーケティング支援を専門にしている組織のため、基本的には英語、中国語をはじめとした複数言語の対応が可能な体制を整えており、メンバーは皆、日本文化に精通しているため、顧客とも遠隔コミュニケーションを通じて、最適なソリューションを提供できる体制を築いている。 ②クリエイティブ 英語圏のクリエイティブデザインと日本のクリエイティブデザインの傾向は大きく異なる。
また実際に広告配信してみると、CTRなどに大きな差が出ることも弊社の実績で証明されている。 英語圏のUAクリエイティブ vs 日本のUAクリエイティブ セプテーニグループとして、20年近く日本のデジタルマーケティングの最先端で業界を牽引し、且つ多くの実績を保持しているからこそ、効率を重要視したクリエイティブの事例を弊社は多く保有している。

またSepteni Globalのクリエイティブチームでは、複数言語の最適化も可能な体制を築いているため、日本のみならず、韓国、台湾、東南アジアなどに向けたクリエイティブも制作。マーケティングの文脈を理解した上で、一括制作が可能な体制が整っている。

③オンオフ統合 上述した通り、日本のゲームアプリ市場は頭打ちとなっており、限られたパイのユーザーに対して複数のタイトルが日々しのぎを削っており、ユーザーのリプレイス合戦となっている実情がある。 そのため、各社のマーケティング予算は年々増加傾向にあり、昨今では、大きく成功しているタイトルは必ずと言っていいほど、ローンチのタイミングに合わせテレビコマーシャルに対して大きな投資を行い、予算を割いている。 そのような中、私たちSepteni Globalは、日本最大の総合広告エージェンシーである電通グループと資本業務提携を行っていることから、オフラインも含めた大規模プロモーションを得意としていることをお伝えしたい。 入澤隆太 バイスプレジデント ここまで、日本のゲームアプリ市場の最新の状況と、日本において求められるエージェンシーの役割について説明してきた。ここには載せきれない情報が、まだまだ沢山ある。また顧客の成功のためには、パートナーとしてしっかりと顧客を理解することが最重要項目であり、そこから全てが始まると私は考えている。もしこの記事を読み、少しでも日本市場、Septeni Globalに興味を持ってもらえたなら、ぜひ気軽に問い合わせをしていただきたい。 SEPTENI GLOBALについて Septeni Globalはデジタルマーケティングに特化した、グローバル企業です。戦略立案、クリエイティブ制作をはじめ、デジタル領域を中心にブランド認知からユーザーグロースまで、一気通貫でクライアントの課題解決を実現するサービスを提供しています。



广告代理商的作用 Septeni Global在日本手游市场已有10年以上的代理经验。在这篇文章中,我作为Septeni Global广告代理运营部门的负责人,将向各位解析日本手游市场的最新动向,以及在这个瞬息万变的市场中,代理商的作用及价值。 第1章  日本手游市场 根据最新的data.ai报告显示,日本手游市场中游戏氪金总额和下载量的增长,似乎已经达到瓶颈。 日本手游市场的特征在于,世界人口占比与游戏下载数本身虽少,但氪金额却是世界第2,仅次于美国。 这些数据意味着,日本游戏人口虽少,但高素质的核心玩家很多。另外也显示了「游戏氪金」已经融入国民文化的一部分。 以下是敝公司内部收集的数据,可见游戏的下载安装单价每年都在缓慢上升。 游戏上线首月的CPI 综上所述,现在的日本手游市场,主要有以下2个特征。 日本手游市场现状 ①玩家整体素质高、氪金率高,但下载数增长已达瓶颈。 ②CPI(Cost Per Install)均价每年都在上升,意味着广告单价也在上升。 换句话说,日本手游玩家数已达饱和,而在固定总数中争取玩家使广告单价上升。 同时,国外手游登陆日本的数量却越来越多。以下是敝公司独自调查的数据,日本2020年销售前100名的游戏中,34款是外国开发的游戏。 而弊公司也有幸参与到了这些外国公司诸多的广告业务当中。那么,接下来将为大家介绍一下国外游戏登陆日本时主要有哪些课题,而我们又如何帮助客户解决这些课题。 第2章 日本市场的难题 我们从事国外游戏登陆日本的广告代理商业务长达10年之久,根据多年经验,我们总结出了出海日本的主要文化壁垒。 国外游戏厂商的文化壁垒主要有以下3项。 ①语言 ②营销素材 ③媒体购买 国外游戏厂商的文化壁垒主要有以下3项。 ①语言 语言壁垒不必多说,这是一直以来的主要障碍之一。日本人的英文能力指数仅排世界112国中的第78名,相当多的日本人不会英文。 另外,日本有很多独有的文化,想要在日本上线除了需要进行翻译,游戏内还需根据日本文化进行本地化。 ②营销素材 广告素材中语言与文化壁垒自然也是重要的课题。多数开发商将游戏的本地化委托给专门的公司,而市场营销则留由本国团队负责。但由我们的经验来看,使用日本本地化素材投放的效果远超使用面向全球市场的素材。 ③媒体购买 宣传规模越大,须活用的媒体也越多。日本有许多需要透过代理商才能购买的广告位,其中最常见的便是电视广告,而且数字媒体中也有部分广告位由本地的代理商专卖。 第3章 跨越壁垒的Septeni Global的体制 ①助力外国游戏开发商市场营销的特殊体制 Septeni Global是拥有2,000名员工的母公司Septeni特别为对外业务建立的团队,如今已迎来第10周年,并在世界各国拥有据点。本团队主要负责海外客户在日本市场的广告投放,尤其有丰富的手游营销经验。

作为协助海外客户在日本市场营销的团队,我们的成员不仅精通日本文化,更熟练掌握英文、中文等多种语言,能在线上和线下做到与客户畅通的交流。 ②美术素材 英语区的素材与日本的在设计风格上有很大的不同。即使是同为亚洲文化圈,中日韩的设计风格也个有不同。通过多年实践经验,我们发现日本本土化的美术素材在CTR有很大的差别。 英语区的UA素材 vs 日本的UA素材 Septeni总公司领导日本市场的数字营销领域近20年,且经验丰富,拥有许多效果显著的素材制作知识。不仅如此,Septeni Global的美术团队同时支持多语言的本地化,除了日本,也能制作面向韩国、台湾、东南亚的美术创意。 ③ 线上线下的统合 如上所述,如今日本手游市场面临下载总量和氪金总量增长的瓶颈,各款游戏前仆后继,竞争瓜分玩家有限的大饼。因此各游戏公司的营销预算逐年增加,近年获得成功的游戏都有配合线上投放高额预算的电视广告。 在这样的趋势中,Septeni Global因与日本最大的综合广告代理商的电通公司进行资金上的合作,所以在提供线上线下的大规模营销活动上具有优势。 以上是日本手游市场的近况,以及在广告投放上代理商的作用。这些资讯仅是冰山一角。为了协助客户得到成功,身为合作伙伴,理解客户需求是基本也是关键。若是读了这篇文章后,您对日本市场或Septeni Global产生了一丝兴趣,欢迎随时联络我们。 入泽隆太 副总裁 多年来帮助海外客户在日本市场获得成功,并负责众多大规模的营销企划活动,从品牌营销到用户获取,在数字营销领域具有丰富业界经验。与2013年加入Septeni公司,隶属社交媒体广告管理团队的创始成员之一。2014年创立Twitter广告管理团队,并担任首席顾问。2017年加入Septeni Global全球业务团队,负责诸多知名客户的业务,并在2018年获奖年度MVP。 SEPTENI GLOBAL公司简介 Septeni Global是一家专注于数字营销的国际型企业。从战略策划,到广告创意制作等,我们致力于为客户提供以数字营销为中心的品牌推广和用户增长的一站式服务,全方位满足客户需求。


日本本地化美术制作好难? SEPTENI GLOBAL为您解答,什么是能够引起日本玩家注目的美术表现手法!

海外出海时最重要的一点莫过于本地化素材的制作。出海日本市场时如何制作最能抓到日本玩家眼球,直击玩家痛点和需求的素材是最重要的。 我们经常看到的日本常见的UA投放美术有这些经典的表现手法如:多人排列,画面分割,模仿风格,个人简介风格,真人素材等。当用在我们自己的项目上时如此多的表现手法到底该怎么选择呢?这篇文章会告诉你UA投放时,是经过怎样的思考得出的美术表现手法,怎样的美术才更能精准的触达玩家。 SEPTENI的美术构思 积累方法主要有两个: 其一是公司内建立灵感共享社区。SEPTENI GLOBAL的美术总监们平常都会将各自在不同平台看到的有趣广告进行共享,其中有UA类型广告也有品牌广告。不仅仅是单纯的上传完事了,美术总监之间也会对广告进行点评,大家一起来讨论这个广告为什么有趣,他的投放对象和创意点在哪里。集思广益之下既加深了美术成员之间对于广告创意的敏感度,同时也学习和参考了现在的广告流行趋势。 其二是使用灵感收集网站。在日本大家常用的网站是【Pinterest】。这个网站既可以基于关键词,也可以根据类似的设计进行关联收集,日积月累就可以整理出属于自己的巨大灵感宝库。 掌握了构思灵感积累的方法后,我们就可以开始活用到实际的美术创作之中。 首先,在美术素材的表现手法的决定上我们需要考虑一个大前提,那就是这个投放项目有哪些硬性指标。如它的投放KPI是什么,我们是希望取得游戏的新玩家还是希望旧玩家回归。其次,这个项目将在什么平台上投放,制作的素材需要根据平台的不同特征来调整。最后,不同的投放用户层也会在很大程度上影响美术的制作构思。 将以上3种投放目的合理搭配,我们就可以挑选出最适合自己项目的美术表达手法。 ①投放目的 根据不同的投放指标进行美术创作 根据不同的投放目的所做的美术素材也会有所区别,具体的事例可以参考下图所示。 品牌广告:和品牌的电视广告连动,进一步扩大认知 UA:推动新用户下载游戏 留存:针对现有用户,推广游戏的新功能和App内活动 品牌认知型广告: 为了扩大认知,就必须让更多的人能够看到或接触到这个广告。素材制作时思维模式就会是:想点开看→想看到最后→想分享出去。 比方说某一个游戏上线时,偶尔会同时做线下广告和电视广告的投放。此时我们的美术设计可以加入一些电视广告内的元素,看了电视广告后对游戏名有了一定的认知但是并不清楚游戏内容的玩家在看到含有内录补完的手机广告美术后,就可以更好的了解游戏全貌从而触发下载。 拉新广告: 想要让新人来下载游戏,必须点对点的精准触及玩家诉求(世界观,角色,玩法等),让玩家充分了解游戏卖点并感受到魅力后触发下载。素材制作时的思维模式就会是:吸引眼球→吊起兴趣→想下载体验。 回流广告: 面向曾经下载过该游戏,目前已经弃游的玩家。美术内可以使用一些只有玩过该游戏玩家才懂得专业术语,用游戏升级/福利等诉求引导玩家二次下载。 ②投放渠道 是否正确理解渠道特征并制作素材 根据投放的平台不同,需要针对这个平台的特征进行美术素材的设计和策划。不同渠道的不同特征决定了他有适合的美术素材与并不适合的美术素材。比如推特平台和抖音平台,虽然它们都属于SNS渠道,但是在平台特征上有着完全不同的特性。推特注重素材前2s的抓睛效果,而抖音渠道投放注意踩点等声画结合处理上的把控。 在推特渠道上投放的美术,我们需要考虑视频前2~3s的视觉最大化。怎样的开头才能让看的人想持续观看非常重要,所以游戏里最吸引人的部分就要优先放在开头。比如我们在推特上常见的轮盘风格的视频广告。短时间内多位角色快速闪回切换,是一种非常吸引玩家眼球的表现手法,可以成为玩家注意到广告的一个小契机。 再比如平面素材的广告中,使用问句形式的文案可以更好的引起玩家注意,从而让他们看到广告并触发观看或点击。 ③投放人群 是否正确理解不同玩家的需求并制作素材 最后针对不同的投放人群在美术上的体现也会大相径庭。“这个美术素材到底是做给谁看的?”在制作之前我们需要明确这个问题。 我们以经典的三国类型手游为例,如下图所示,可以清楚的看到针对不同玩家层所做的美术之间的差异。 面向喜爱三国内容的泛用户玩家时,我们可以在美术中重点强调如武将/人物关系背景等侧重点。此类玩家多对三国故事和人物关系了如指掌,在美术中大面积呈现武将姓名和主要人物关系的美术也可以很好的抓住玩家痛点。面向对三国内容感兴趣的策略游戏玩家时,我们可以重点强调游戏的策略性玩法。比方说模仿老版策略游戏界面风格的做法也可以有效的吸引对象玩家,进而对游戏内容感兴趣。同时,此类玩家可能在职场上喜爱分输赢,对于获胜和地位有着一定的追求,那么在美术制作上就需要针对性的表现【pvp】和【策略型】这些玩家的需求点。 综上所述,正确了解日本市场需求后才可以更有效的进行投放活动。想了解更多日本投放的小知识和真实案例,还请联系我们! 陈可心 美术总监 2019年加入Septeni Global,曾在社交媒体广告公司担任美术总监,并曾代运营中国SNS账户。加入Septeni Global之后,作为美术创意总监,主要负责游戏和非游戏领域客户的创意制作和进度管理。特别是针对大中华区客户有丰富的实战经验。 SEPTENI GLOBAL公司简介 Septeni Global是一家专注于数字营销的国际型企业。从战略策划,到广告创意制作等,我们致力于为客户提供以数字营销为中心的品牌推广和用户增长的一站式服务,全方位满足客户需求。


최근 일본 게임 앱 시장! 대행사의 역할

대행사의 역할 시장에서 모바일 게임 앱의 마케팅 지원을 10년 이상 지속한 Septeni Global. 대단히 빠른 속도로 변화하는 디지털 마케팅 업계에 있어 [일본 시장에 있어 대행사의 역할] 이라는 관점에서 일본의 최신 게임 앱 시장을 분석하면서, 그 안에서 요구되어지는 대행사의 역할 및 가치에 대해 Septeni Global 대리 사업 책임자인 제가 설명 드리겠습니다.. 제1장 일본의 게임 앱 시장 최근 의 리포트에 의하면 일본 게임 앱 시장은, Spend Growth, Download Growth 둘 다 한계점에 도달해 있는 상태에 있습니다. 아시는 바와 같이 일본의 총 인구 수는 세계적으로 보아도 적기 때문에, 게임의 다운로드 수 자체는 낮습니다. 하지만, 구매액은 세계적으로 보아도 미국을 이어 2위라는 점이 일본 모바일 게임 앱 시장의 최대 특징입니다. 이 그래프가 의미하는 것은 일본의 게임 앱 유저 자체의 인구수는 낮으나, 이해도가 굉장히 높으며, 코어 유저가 다수 존재하고 있다는 것을 알 수 있습니다. 아울러, 일본의 문화로서 [게임에서 구매] 하는 문화가 강하게 자리 잡고 있다는 것을 알 수 있습니다. 특정 장르의 런칭 첫 월 최종 CPI 현재의 일본 게임 앱 시장을 간단하게 정리하자면, 아래와 같이 크게 2가지의 특징으로 나눌 수 있습니다 일본 게임 시장의 현재 상황 ① 게임 전체의 이용률이 높으며, 게임 구매 비율은 높으나, 다운로드 수는 한계에 도달하고 있다. ② CPI (Cost Per Install) 수치는 매년마다 상승하고 있으며, 광고 단가도 높아지고 있다. 즉, 일본의 모바일 게임 앱 유저는 포화상태에 있으며, 유저의 총 인원수는 한정되어 있다는 점으로부터 적은 유저 모수를 차지하기 위해 광고 단가가 높아지고 있다는 것을 알 수 있습니다. 그 중에서, 해외 게임 앱의 일본 진출이 근래에 가속화되고 있습니다. 아래는 자사가 독자적으로 조사한 일본 국내에서 2020년도의 상위 매출 100위까지의 타이틀을 리스트화 한 것인데, 전체 100개의 타이틀 중 34개의 타이틀이 해외 제작사가 런칭한 타이틀이라는 것을 알 수 있습니다. Top Grossing 100개의 타이틀 중 해외 타이틀을 기재 그리고 저희 Septeni Global은, 이 중 대부분 제작사들의 마케팅 활동을 지원하고 있습니다. 해외 고객들이 일본 시장에 진출할 때, 어떠한 부분에서 어려움을 느끼고 있으며, 우리들이 그 어려움에 대하여 실제로 어떠한 해결책을 제공하고 있는지에 대해서 소개 드리겠습니다.. 제2장 일본 시장의 어려움 저희들이 10년 이상 해외 고객들의 일본 진출을 지원해 본 결과, 절대적이라고 해도 과언이 아닐 정도로 고객들이 반드시 부딪히는 난관이 있습니다. 그것은 일본 특유의 문화적인 측면에 있습니다. 제가 생각하는 해외 고객들에게 있어 난관으로 간주되는 일본 특유의 문화는 아래와 같습니다. ① 언어 ② 크리에이티브 ③ 미디어 구매에 있어서의 사고력 이 3부분에 관해서 설명 드리고자 합니다. ① 언어 잘 아시다시피, 언어의 장벽은 지속되어지는 큰 난관입니다. 일본인의 영어능력지수는 세계 112개국 중에서도 78위라고 알려져 있다는 점에서도, 영어를 이해하지 못하는 일본인이 많다는 것을 알 수 있습니다. 아울러, 일본 특유의 문화가 많이 존재하며, 일본을 겨냥한 게임 앱을 런칭하게 된다면, 언어의 최적화를 시작으로 일본 문화를 의식한 앱 내의 현지화 등이 무척 중요시 되어집니다.. ②크리에이티브 물론, 언어와 문화의 장벽은 광고 크리에이티브에 있어서도 중요한 문제가 됩니다. 많은 앱 제작사에 있어서는, 앱의 현지화를 전문 업자에게 위탁하고 마케팅은 본국의 담당자가 실시한다…와 같은 경우가 많지만, 자사의 실적을 보면, 글로벌 시장을 겨냥하여 영어로 제작된 크리에이티브를 일본에서 배포하는 것보다 일본을 겨냥하여 언어와 표현을 현지화한 광고 크리에이티브가 확연히 결과가 좋다는 것을 알 수 있습니다. ③ 미디어 구매에 있어서의 사고력 대규모 프로모션이면 일수록 활용하는 미디어의 수는 많아집니다. 일본에서는 대행사를 거치지 않는다면 게재할 수 없는 광고 게재 지면이 많이 존재하고 있으며, 대표적인 것으로 TV 광고가 있습니다. 디지털 미디어 중에서도, 일부 인지형 메뉴 등, 실제로 대행사만이 취급할 수 있는 메뉴 등이 존재하기도 합니다. 제3장 난관을 이겨 나가는 Septeni Global의 체제 ① 해외 게임 고객의 마케팅 지원에 특화한 체제 Septeni Global은 약 2,000명 정도 재직하고 있는 Septeni 그룹안에서 해외 사업에 특화된 조직입니다. 이번 10주년을 맞이하였으며, 세계 각국에 거점을 두고 있는 체제입니다. 주로 해외 고객의 일본 마케팅을 지원하고 있으며, 특히 게임 앱의 마케팅 지원 실적을 다수 보유하고 있습니다. 해외 고객의 마케팅 지원을 전문으로 하고 있는 조직이기 때문에, 기본적으로 영어, 중국어를 비롯하여 다양한 언어의 대응이 가능한 체제를 갖추고 있으며, 멤버는 모두 일본 문화에 특화되어 있어 고객과도 원격 커뮤니케이션을 통해 최적한 해결책을 제공할 수 있는 체제를 구축하고 있습니다. ② 크리에이티브 영어권의 크리에이티브 디자인과 일본의 크리에이티브 디자인의 경향은 크게 상이합니다. 아울러, 실제로 광고를 집행해 보면, CTR 등에 큰 차이가 나는 것도 자사의 실적을 통해 증명되어지고 있습니다. 영어권의 UA 크리에이티브 VS 일본의 UA 크리에이티브 Septeni 그룹으로서 20년 가까이 일본의 최첨단 디지털 마케팅으로 업계를 이끌고, 동시에 많은 실적을 보유하고 있기 때문에 효율을 중요시한 크리에이티브의 사례를 자사는 많이 보유하고 있습니다. 아울러, Septeni Global 크리에이티브 팀에서는 다양한 언어에 최적화 되도록 체제를 구축하고 있기 때문에, 일본 뿐만 아니라 한국, 대만, 동남 아시아 등을 겨냥한 크리에이티브도 제작. 마케팅 의도를 이해한 상태로 일괄 제작이 가능한 체제가 갖추어져 있습니다.

③온/오프 통합 상기에서 말씀드린대로, 일본의 게임 앱 시장은 한계점에 도달해 있으며, 한정되어 있는 수의 유저에 대해 나날이 어려움을 겪고 있어, 유저를 대체하는 것에 있어 접전을 벌이고 있는 상황입니다. 이로 인해, 각 회사의 마케팅 예산은 매년 증가하는 경향을 보이고 있으며, 요즘에는 크게 성공을 거두고 있는 타이틀은 절대적이라고 말해도 과언이 아닐 정도로 런칭 타이밍에 맞추어 TV 광고에 큰 투자를 하고 있으며, 예산을 할애하고 있습니다. 저희 Septeni Global은, 일본 최대의 종합 광고 대행사인 Dentsu 그룹(電通グループ) 과 자본 업무 제휴를 맺고 있어 오프라인도 포함한 대규모 프로모션에 숙련되어 있다는 것을 말씀드리고 싶습니다. 지금까지, 일본의 게임 앱 시장의 최근 정황과 일본에 있어 요구되어지고 있는 대행사의 역할에 대해 설명 드렸습니다.. 여기에서는 다 적을 수 없는 정보가 아직까지 더 남아있습니다. 더불어, 고객의 성공을 위해서는 파트너로서 확실히 고객을 이해하는 것이 가장 중요한 항목이며, 고객을 이해하는 것으로부터 모든 것이 시작된다고 저는 생각합니다. 혹시 이 기사를 읽으시고 조금이라도 일본 시장, Septeni Global에 관심을 가지게 되셨다면, 부담 없이 연락 주시면 감사드리겠습니다.. 류타 이리사와 Vice President 중국을 중심으로 한 많은 해외 고객의 일본 시장 진출을 성공적으로 이끌며, 많은 대규모 프로모션의 디렉션 책임자로서 디지털 영역에서 브랜딩부터 유저 획득까지 풍부한 경험을 지니고 있다. 2013년 Septeni 입사 후, SNS 광고 매니지먼트 팀의 창설 멤버로서 활약. 2014년에는, Twitter의 광고 매니지먼트 팀을 설립하는 등, 상위 컨설턴트로서 근무. 2017년에 글로벌 영업으로 옮긴 후에는 많은 대기업 고객을 담당. 2018년, 사내 연간 MVP를 수상. SEPTENI GLOBAL에 대하여 Septeni Global은 디지털 마케팅에 특화된 글로벌 기업입니다.전략 입안, 크리에이티브 제작을 시작으로 디지털 영역을 중심으로, 브랜드 인지로부터 유저 획득까지, 단번에 클라이언트의 과제 해결을 실현하는 서비스를 제공하고 있습니다.