DeNA on why western best practices don't work in Asia

Kenji Kobayashi on acting local

DeNA on why western best practices don't work in Asia

We all know Japan, China and South Korea are key mobile gaming markets.

But as DeNA's management director Kenji Kobayashi discussed at Pocket Gamer Connects Helsinki 2014, in their own ways, they are all difficult markets to crack.

In their own way, each is unique.

Thinking local

For example, the services that underpin western best practices - Google Play, App Store, Facebook, Twitter, WhatsApp, LINE etc - don't even operate in China.

You have to work with local partners and to local standards.

Similarly in Korea, Kakao is the big social platform but the power of publishers such as Com2uS, CJ E&M and WeMade is increasing in the local market.

Whereas in Japan, TV advertising is becoming a key - if very expensive - UA tool.

You can see all the talks from Pocket Gamer Connects Helsinki 2014 here

Pocket Gamer Connects is the biggest mobile games show in Europe, which brings together the best speakers and delegates from across the industry and from all over the world.

To-date, Pocket Gamer Connects has been held in London and Helsinki, and the show will be heading back to the UK in January 2015.

To find out more about the latest show, head on over to

Contributing Editor

A Pocket Gamer co-founder, Jon is Contributing Editor at which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.