The game card, a popular payment method during the era of PC online games, may not be remembered by many in today’s mobile gaming age. In reality, in many countries around the globe, game cards not only hold a place in mobile users’ payment methods but also bear the burden of game distribution channels. As the global game market enters a phase of competition over existing users, conventional customer acquisition methods have already entered a state of intense competition. At this juncture, if there are new customer acquisition channels or methods, they might present new opportunities for products to break through.
Recently, Rosky reached out to Tayfun Ceylan, founder of Dijipin, a global digital sales platform based in Turkey. He shared insights about MENA game distribution with us. Dijipin is a well-known global game card channel platform. Founder Tayfun Ceylan is a renowned entrepreneur in the digital game industry with nearly 20 years of experience. Throughout his career, Tayfun Ceylan has helped numerous global game companies invest in the Turkish market. He played a critical role in their localization processes and managed their marketing and social media strategies. Additionally, Dijipin will also participate in ChinaJoy this year, and interested parties should pay close attention.
One: A Scale Not Falling Short of the App Store and Google Play, the Largest Game Card Payment Platform in MENA
Founded in 2021 with its headquarters in Turkey, Dijipin has a team of over 50 members, most of whom work in the office in Izmir. Dijipin specializes in the resale and exclusive distribution of e-pins (which can be simply understood as game cards) for mobile games and applications, focusing primarily on B2B and end-user services, including marketing support, payment infrastructure, KOL marketing, localization services, etc. However, compared to other channels, Dijipin’s biggest advantage lies in game card payments and distribution.
In terms of payments, due to the relatively low penetration rate of banks in the Middle East and North Africa region (referred to as MENA), users who want to play games cannot easily make online payments through official channels such as Google Play, the App Store, or other means. This is not because users do not want to pay, but rather due to the lack of mobile payment scenarios and the widespread adoption of mobile payments. At the same time, the game card channels from the console and PC eras have been preserved in MENA and extended into the realm of mobile games.
And Dijipin is precisely such a game card platform. Its official website shows that it currently has more than 3 million monthly active users, covering regions worldwide, including Turkey, the Middle East, Europe, North Africa, and Southeast Asia. The primary customer base focuses on areas such as games, live streaming, and social networking. It has established long-term partnerships with well-known companies like Tencent Games, NetEase, 4399, Riot Games, Beijing Lai Xi Technology, and others. The trust of these partners attests to Dijipin’s reliability and stability in the fields of payment services and game distribution.
Two: Saving Channel Revenue Sharing and Promotion Costs, Assisting in Further Revenue Growth for Products
In conventional platform collaborations, platforms typically take a 30% revenue share, while user acquisition costs must be covered by the manufacturer’s own advertising budget. But Dijipin is different.
In terms of payments, Dijipin provides diverse payment methods such as small cash payments/local wallets, supplementing local payment options for products, and all promotional expenses and payment channel costs are borne by Dijipin. Dijipin collaborates with manufacturers in a way similar to domestic physical dealers. For example, if the terminal user price of item A is 100 yuan, the dealer’s purchase price will certainly be lower than 100 yuan. Here, the dealer is responsible for handling promotion, payment, and other aspects. For manufacturers, they can effectively penetrate the local market and quickly cycle cash flows through dealers, with costs lower than those of Google and Apple platforms. Moreover, product promotion is completed by local dealers, further saving on promotional costs.
Currently, Dijipin offers two modes of cooperation. One is the game card model. After users place an order on Dijipin to purchase card numbers and passwords, they input them on the game’s website or within the game itself, directly obtaining the recharged items or currency. Any game/app with a card-making process can directly cooperate.
The second involves directly entering the game ID or relevant server information, then selecting the purchased items, which can then be received directly within the game, eliminating the need to enter card codes. This usually requires API integration between the game manufacturer and Dijipin.
Three: Grassroots Marketing Covering 15 Million Users, Precisely Reaching Every Gamer
Of course, game card payment services are just one of Dijipin’s advantages; another significant advantage is distribution. Dijipin possesses powerful local offline and online marketing resources and strong capabilities in reaching terminal users. These are often groups of users that overseas game developers cannot reach through large media/third-party DSP online advertisements. Dijipin’s CEO Tayfun Ceylan introduced us to Dijipin’s local marketing resources:
1. Robust Offline Directly Operated Store Resources + Precise Reach Through Internet Cafes
Dijipin has over 30,000 offline stores across 70 cities in Turkey, including internet cafes, supermarkets, newsstands, etc., reaching approximately 15 million users. Some might wonder, are there still players using internet cafes to play games in Turkey? The answer exceeds our expectations. In Turkey, 80% of PC gamers simultaneously play mobile games. Taking the recently popular 4399 mini-game “Legend of Mushroom” as an example, many players at Turkish internet cafes play the H5 version of this game on their computers.
In internet cafes and other offline stores, the methods of promoting games are also very diverse, helping game manufacturers complete the entire process from brand promotion, user reach, user interaction, download and payment, and even content production such as tournaments;
1) Commonly seen offline posters in internet cafes
These can be found at the entrance, cashier, and gaming areas of internet cafes, and players generally accept them well.
2) Startup Ads in Internet Cafe Systems
This is a type of advertisement that only the first batch of grassroots advertising personnel in China about 20 years ago would have a deep understanding of. Currently, in the Middle East, North Africa, and some Southeast Asian countries, it remains a prevalent way to reach hardcore gamers. In terms of presentation, it appears as a rotating banner on the right side of internet cafe computers. When users click on the banner, they are redirected to the corresponding game card/recharge page on Dijipin. After placing an order and making a payment, users receive the corresponding game recharge/items.
3) Offline Events at Internet Cafes
For Dijipin, hosting corresponding offline events at internet cafes is something that is easy to implement. For instance, when there is a major game update, game manufacturers can coordinate with specific internet cafes to host trial events for the new game version, where winners can receive physical rewards. For new games, they can integrate with the internet cafe system to conduct trial play activities for new players, etc.
2. Expanding New Distribution Networks Horizontally: Local Banks and Payment Companies Also Distribute Game Cards
In addition to its own channels, Dijipin also cooperates with local payment companies/banks such as Papara and ininal. Users can purchase game cards partnered with Dijipin through the aforementioned cooperative apps. Furthermore, local payment companies/banks such as Papara/Ininal push phone notifications to their users, reaching over 25 million users. This is akin to purchasing game cards through Alipay or bank apps in China, also being one of the local channels that the vast majority of game manufacturers find difficult to reach.
Four: From Influencers to Soccer Matches, Multi-Domain Marketing Reaches More Casual Users
In addition to the above unique advantages, Dijipin also has extensive resource accumulation in common marketing models. For example, Dijipin has signed cooperation agreements with over 200 influencers, with a cumulative fan base of over 10 million, capable of covering approximately 30% of game users.
Notably, football culture is prevalent in the MENA region. Taking Turkey as an example, Turkey is one of the most fanatically soccer-loving countries in Europe. Turkish fans are known for their passion, loyalty, and fanaticism, and soccer is virtually omnipresent. In restaurants in Turkey, almost every establishment has a TV broadcasting soccer matches. In bustling commercial pedestrian streets and airports, you can see offline merchandise stores for soccer clubs everywhere. In social situations, people almost always talk about which club’s fans they are.
Dijipin has formed a sponsorship partnership with Beşiktaş, the oldest soccer club in Turkey. Beşiktaş has a history of 120 years, with over 25 million fans, accounting for nearly 30% of Turkey’s population. During live matches, the 40,000-seat stadium is always full. Brands that appear in soccer matches, whether games or consumer brands, are purchased/downloaded and used very enthusiastically by fans.
Games in partnership with Dijipin have the opportunity to be featured in matches, reaching offline spectators and online viewers through TV broadcasts/video live streams.
Dijipin also collaborates with over 20 local magazines, with single-issue circulation ranging from hundreds of thousands to millions.
In addition to the above, Dijipin also organizes esports competitions, providing further opportunities for participation and promotion. After obtaining game authorization, Dijipin hosts its own esports events (online/offline) for games, promoting them through content.
MENA is in a Stage of Rapid Internet Development
According to the GSMA’s “MENA Mobile Economy Report 2023,” the number of user subscriptions in the MENA region is expected to grow from 415 million to 550 million by 2030, with penetration increasing from 65% to 77%, and a compound annual growth rate of 3.6%. Meanwhile, the number of mobile internet users is projected to increase from 330 million to 425 million, with penetration rising from 51% to 59%, and a compound annual growth rate of 4%.
Furthermore, rapidly developing infrastructure is also fueling the rapid development of the internet. The report shows that by 2030, the penetration rate of smartphones in the MENA region is expected to reach 90%, and the 5G penetration rate will reach 50%.
Overall, the MENA market is in a stage of rapid development in mobile internet, and there will be more new users entering in the future. These new users will inevitably bring additional demand, presenting a significant benefit for overseas game releases.
Genre Preferences Have Specificities, Do Not Blindly Follow Global Trends
According to Data.ai’s “MENA Mobile Market Report 2023,” hyper-casual and simulation genres are the two largest categories in terms of local downloads.
Moreover, in terms of detailed genre data, there are certain differences compared to global trends.
It can be seen that there are unique user preferences in the MENA region. When publishing products, targeted selections should be made to avoid being misled by global trends.
Suggestions for Chinese Developers Entering Overseas Markets
Finally, Tayfun Ceylan points out that regardless of whether developers choose to collaborate with Dijipin, Dijipin still provides key strategies that domestic developers entering the MENA market should consider through its perspective:
Localization: Invest in high-quality localization to ensure that your game resonates culturally and linguistically with local users.
Payment Integration: Integrate popular local payment methods to achieve seamless transactions and enhance user experience.
Targeted Marketing: Tailor marketing campaigns to the unique preferences and behaviors of MENA region players.
Compliance: Stay informed about regional regulations and legal frameworks to ensure compliance and minimize risks.
Partnership Opportunities: Collaborate with experienced local partners like Dijipin to leverage their market insights, networks, and expertise.
In summary, cooperation with Dijipin can help developers better enter the MENA game market. Dijipin’s experience and commitment to excellence make the company a valuable ally in tackling the complex landscape of the MENA region. For more information, visit the Dijipin official website. We also welcome developers to visit booth W5-A093 at ChinaJoy 2024 to learn how Dijipin can support your business objectives.
