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Transcript of Anatomy of Japanese Social Game Design and Operation A comparison with SEA developers Toshihiko...
Anatomy of Japanese Social Game Design and Operation
A comparison with SEA developers
Toshihiko SuyamaDirector of Market DevelopmentDeNA Asia Pacific Holdings
2
Who am I?
• SEA Game Production Alliance Director
• Experience in social games and webs– product manager of DeNA’s in-house social game– head of Mobage Japan’s community and User
Generated Contents– etc
3
The growth of Japanese social games
• Growing rapidly…
0.4
1.3
3.3
5.8
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
2009 2010 2011 2012
>
4.1
Source: Mitsubishi UFJ Morgan Stanley, US$=80JPY, *2012 is forecast
And will surpass the console marketBillion$
Console software*
4
High ARPU
• Compared with other country’s successful players,our average revenue per active user (ARPU) is much higher
*MAU-based
$12.06/month
$0.66/month
18 xSuccessful USCompany
⇒ Several games earn over 10M US$ per month
5
Why?
6
Uniqueness of Japan
1. High disposable income
2. High 3G penetration rate
3. Almost all post-paid subscription and easy carrier billing
4. Gacha?
5. Ninja’s secret activity?
7
We are also successful in the U.S.
US GooglePlay market Top Grossing
Rage of Bahamut
No.1
Tapfish No.10NinjaRoyale No.14
4/10 4/234/15
1st
20th
40th
60th
80th
100th
8
What is in-game event?
Regular Event
9
In-game event revenue
Ninja Royale (ARPDAU)
EventA
15x
EventB
Event C
EventD
3/15 3/24 4/21
SkyFall (ARPDAU)
5x
EventE
EventF
3/23 4/273/30 4/5 4/13
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True Story
• Success of Japanese social game is driven by in-game events
• What is behind the event design and operation? And what can we learn from that?– Even if you do not plan to go to Japan or US market,
we can learn something
11
Difference
1. Monetization design
12
The way of monetization
Japanese marketSEA market
・ Most of revenue is from virtual goods
・ Lots of options-Virtual goods-Paid apps-In-game ads-Ads game
• In the Japanese market, developers can focus only on virtual goods
13
ActiveUsers
PotentialPayingUsers
ActualPayingUsers
0
20
40
60
80
100
User difference sample
Activeusers
ActualPayingUsers
PotentialPayingUsers
0
20
40
60
80
100
• Potential paying user ratio is totally different
ClearStrategy
■SEA market ■Japanese market
unmanageable
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Monetization point
• Monetization point in Japan is lean and simple
Japan
・ Parameter enhancement item・ Stamina refill
SEA
Pet’s food
Avatars
BuildingsPets
⇒ Easy to manage
・ Broad variety of virtual goods
15
How to manage
Whole Event 1 ~ 3days
Payingheavy
Payingnormal
Nonpaying
・ Motivate competition withsame level users⇒ Increase battle against higher ranked users
4 ~ 6days
・ Encourage users to keephigh ranks by matchingbalance
・ Stimulate desire to beatpaying heavy users
⇒ Increase limited time challenges
・ Make users realize how hard to beat paying users even during limited timechallenges⇒ Well balanced matching
• Divide user segment like below and make the goal and plan for each segment day-to-day
・ Give now-or-neverfeeling during limitedtime challenges
・ Stimulate user’s desirefor revenge againstpaying users duringlimited time challenges
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Difference
1. Monetization design Lean/simple and easy to manage Segmentation and day-to-day control
2. Team Organization
17
Game development team organization
• Small team(6-8 people), but 1 person who is in charge of analytics and parameter design
Producers Engineers Artist
Analyst
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The detail of analyst’s work
Define KPI which clearly shows if the event is going well or not and develop reporting-tool for sharing the KPI
Design game parameter. For example, how to control the user progress, how to match higher ranked users, etc
If user activity is different from estimation, or even worse, analyze game logs and improve the parameter or event/game- design timely
Advise game/event design from parameter point of viewInput to game designInput to game design
Parameter designParameter design
Define KPI and developreporting tool
Define KPI and developreporting tool
Analyze and improvetimely
Analyze and improvetimely
• Analyst takes care of whole flow of game/event development
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Example of logs
• Analysts need to manage user’s logs and analytics– DeNA’s internal team analyzes 1.2TB logs per day
・ Who ( User_ID )・ When ( date/time )・ Which Device・ What ( Item_ID )・ How many (Item_num)・ How much spent coin
・ Who ( User_ID )・ When ( date/time )・ Which Device・ What ( Item_ID )・ How many (Item_num)・ How much spent coin
・ User Level・ Remaining stamina・ Boss encountering・ Limited time challenge
encountering・ Ranking etc…
・ User Level・ Remaining stamina・ Boss encountering・ Limited time challenge
encountering・ Ranking etc…
+
Ex) Log of consumption of virtual currency
20
Analyst’s professional background
• Analysts have no defined professional background– Business Consultant– Marketing Research– Sales– Super Computer Engineer
• Of course, if they have data-mining back ground,it is better…
⇒ Assigning one analyst per team is important
21
Role of other team members
• It is important that every team member knows about the KPI
⇒ Fast event operation becomes possible
22
Daily activity
9am: Analyst looks at logs and sees users getting bored of the event
10am: Team decides to add a new stage by the end of today
7am: Event logs and KPI are sent to team member’s mailbox
5pm: Launch the new stage of event
23
Difference
1. Monetization design Lean/simple and easy to manage Segmentation and day-to-day control
2. Team Organization Analyst takes care of whole game operation All team members understand KPI for fast operation
3. Time management
24
Monthly sales trend image
• Event schedule is very important because Japanese usersspend lots of money at the beginning of the month
0%
50%
100%
150%
200%
250%
300%
1 6 11 16 21 26
1st Event 2nd Event
30
⇒ 1day delay, 10% revenue loss
average
st th th th th th th
25
How to keep to the schedule
• The way to keep to the schedule uses common methods– Day-to-day schedule– A morning assembly to check
⇒ Sometimes only hard work can solve the problem…
26
Difference
1. Monetization design Lean/simple and easy to manage Segmentation and day-to-day control
2. Team Organization Analyst takes care of whole game operation All team members understand KPI for fast operation
3. Time management Strictly keep day-to-day schedule Dare to work hard
⇒ Let’s see an actual developer’s result
27
Our partner from SEA region
• After launch in Japanese mobage with our support,the ARPU becomes almost 700% in 6 months
0
200
400
600
800
100%
695%
1st 2nd 3rd 4th 5th 6th
Yes we can!
month
Startrunning event
ImproveParameter
design
Time management
struggle
28
Mobage platform introduction
Japan Global China Korea
FP SP PC SP SP SP
29
• Let’s go to the big markets with Mobage platform
「 Opportunity for Mobile Socialin Japan, China and Korea 」
Tetsuya MoriManaging Director ofDeNA Asia Pacific
Mobage platform introduction
• Do not miss the other DeNA’s presentation
24th 10am at Hall301-302
⇒ We can support with our knowledge and experience