JoyPac | What Games copy

Our Games

Launching the Fluffiest game in Asia

Fluffyfall icon

It was the intuitiveness of the gameplay and of course the cute characters, which immediately stood out with Fluffy Fall. The game had a lot of personality.”

With our help, the same game that had failed initially became a big hit in China. It topped the charts and found a 25% boost in its revenue.

Here’s the story of how we did it.

Case fluffy Fall

Graphical changes from Fluffy Fall to Pom Pom Adventures

JoyPac believed that the game could also find success in China, if it was marketed, monetised and styled differently. Hyper-casual and casual games have traditionally not gained much traction in Asia, but with the emerging advertising market, new distribution stores and a distinct global interest, Chinese players are getting more accustomed to this particular genre.

Making it look familiar

JoyPac believed that the game could also find success in China, if it was marketed, monetised and styled differently. Hyper-casual and casual games have traditionally not gained much traction in Asia, but with the emerging advertising market, new distribution stores and a distinct global interest, Chinese players are getting more accustomed to this particular genre.

But publishing foreign games in China is extremely difficult

The gaming industry (and culture in general) in China is very different to the western way.

What Games initially published Fluffy Fall in China themselves. But much like the falling fluffies in their game, they were quickly facing a lot of different obstacles.

We knew that the Spring Festival and the Chinese New Year would be a perfect time for launching Fluffy Fall in China.” VP Publishing at JoyPac.
The final result

The game launched on February 1st just in time for the Spring Festival, when Chinese players are by far the most active during the year. It quickly climbed the charts in the App Store led by a significant marketing strategy and a roll-out plan for future platforms such as the vast Android store market and a HTML5-version, which JoyPac will also handle.

We helped What Games to bridge the culture and language gaps

At JoyPac, we have offices in Copenhagen, Amsterdam, London, Japan, and Beijing.

At our Beijing office, we have Chinese-speaking industry experts to be our ‘boots on the ground’. They deal with the Chinese businesses and authorities, feeding accurate information back to Copenhagen.

And through our Copenhagen office, our partners can speak (in English) to our publishing experts to get all the information and updates they need.

This setup is the key to giving western publishers all the insight and access they need in the Chinese market—but without having to navigate an unfamiliar language and culture.

“We really liked the approach of having a team in China that specializes in that market and one in the west to maintain a relationship with us. We don’t speak Chinese, so we found it much easier to have JoyPac as an intermediary.” Matthieu Brossard, Publishing Director at What(games)

Before long, Fluffy Fall was topping Chinese charts

Weeks after its rerelease, Fluffy Fall was in the top 30 most downloaded games in China.

And the difference soon showed in the game’s profits.

“After JoyPac republished the game in China, we noticed the revenue coming from this market was about 20-25% of how much this game was making in that year. This was much higher than when we were self-publishing.” Matthieu Brossard, Publishing Director at What(games)

So what was it like working with JoyPac?

To answer this question, we’ll hand over to Matthieu:

“We enjoyed communication while working with JoyPac. They’ve been sharing all the data in the Chinese market and were able to understand the APAC market from that. We already knew how people behave and act in the game in the west, so to learn and understand how the Chinese players behave and compare that to the west was very useful for us.”
“So for other publishers or developers who want to enter the Chinese market, I would definitely recommend working with JoyPac—mainly because we were so satisfied with the communication we had. It’s hard to understand what’s happening inside the Chinese market, so having a partner that knows that information is really helpful.”

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Case Study

How we increased something in Fluffy Fall