CEDEC Talk Tests Smartphone Game Marketing Beliefs With Data
The talk gives developers data-backed reasons to question widely held marketing assumptions, such as short preregistration windows and front-loaded ad budgets.
Reporting from 1 source: 4Gamer.net.
At CEDEC 2026, CyberAgent manager Masaaki Kamon presented data challenging common smartphone game marketing beliefs. He argued that preregistration campaigns should run about four months, not be compressed, and that shorter ad delivery windows can raise costs. His talk, his fourth consecutive on marketing, used real measurements to question assumptions.
Kamon, who has worked on about 30 game releases, structured the talk around three themes: preregistration advertising, the timing of post-release ads, and discrepancies between measurement tools and store numbers. He deliberately avoided technical terms and kept materials plain, which stretched the deck to 160 pages.
His data showed awareness for pre-release titles grew for about four months before slowing, and that compressing ad budgets raised CPM from about 90 yen at 1.5 million yen per month to about 115 yen at 3 million yen. He noted that some graphs used dummy values that preserved the trends.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.