DataMagic has added the ability to segment companies by country
The DataMagic analytical service has an original function. Its users can now single out mobile publishers by region and country. For example, to display a list of the most earning teams from Russia.
The new feature is called Publisher Headquarters. It is available under the Top Publishers section. When clicking on it, the service user can choose one of three regions (North and Latin America, Asia-Pacific and EMEA) or a specific country. After that, only those companies that belong to the selected location will be displayed in the tops.
The function has two possible use cases.
The first. This is getting a slice of data about a specific market. Thanks to Publisher Headquarters, it is very convenient to get information about the main companies of a particular market. For example, according to DataMagic, at the end of May, the top 10 most earning mobile companies in Russia (excluding earnings from advertising) looked like this:
The most earning companies from Russia (revenue from the world, May 2019)
However, if we talk about a specific top, there is a nuance.
The main production facilities of companies such as Playrix, Game Insight, Nekki and Azur Interactive Games (AI Games FZ) are indeed located in Russia. However, it is their head offices that are located in other countries. So it turns out that in fact the service is correct, but not de jure.
The author of the service Maxim Samorukov states that this is a conscious decision:
To determine the publisher country, we have chosen an approach somewhat different from that used, for example, by App Annie. The latter uses the country of the company's parent legal entity. This is not always the same country where decision makers and developers are sitting. Very often, the head legal entity is transferred to a country whose legislation allows to minimize the tax burden on the business. It should also be taken into account that a company may have many offices. Most often, development offices are scattered around the world, and top management is located in a certain head office. And we decided to choose the country where those who make decisions are located as the country of residence. Russian Russians, for example, and consisting of Russian employees, are Russian in the minds of industry participants, wherever a legal entity is placed, receiving money from the stores to its accounts.
The second possible way to use the service is to find out how strong companies from one country are in the market of another. For example, Maxim suggests finding out which companies from the United States were able to succeed in the Chinese market and how much, in fact, they earn on it today.
The most earning companies from the USA (revenue from China, May 2019)Maxim also assures that the new DataMagic function will be very useful for those who often attend local business conferences dedicated to mobile and want to get information about the main companies on the market as quickly as possible.
The usefulness of Publisher Headquarters when working at conferences is another argument in favor of the absence of linking the “nationality” of the company to the location of its legal entity, Maxim believes. “Let’s say I’m going to a local Turkish conference and I want to find the largest Turkish publishers in order to meet them personally. If I look at the location of the main legal entity, I may not find many Turkish companies,” he notes.
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