Yahoo Mobage Overview

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 1

Yahoo! MobageOverview

Aug 18, 2010

[email protected]


１. What is Yahoo! Mobage?

２. How to develop on Yahoo!

Mobage?

３. Where should I start?

Contents

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・・・・・・・・・・・29

・・・・・・・・・・・・・・・・38


1.

What is Yahoo! Mobage?

IntroductionPlatformPromotionPayments


Introduction

Yahoo! Mobage is a PC based platform for social games created by partnership between MobageTown - Japan's leading mobile SNS by DeNA and Yahoo Japan - Japan's #1 PC portal

DeNA (www.dena.jp/en) is a internet services provider that owns MobageTown. Incorporated in 1999, DeNA went public in 2005 and has annual sales ~ $480 million (2009) with a market cap of ~ $3.4 billion (Aug 3, 2010)

Yahoo Japan is a leading portal with 52 million MAU out of 90 million internet users in Japan.

http://www.dena.jp/en


Yahoo! Mobage

Partner Developers

Yahoo! Mobage

Game development Revenue Share (P27)

*2

As of Aug 2010

20 million *2

mobile users52 million *1

monthly active users

Yahoo! JAPAN

Existing users with either Yahoo! JAPAN or Mobage ID can use their id's without any

changes

*1

As of Mar 2010


•

Providing Yahoo! JAPAN’s promotion and friend invite

services

•

Allowing for login authentication

with Yahoo! JAPAN ID’s

•

Allowing for transactions via

Yahoo! Wallet

•

Providing use of advertisement

engine

•

Planning/operation of new

services

•

Developing the social gaming

platform

•

Expanding mobile device social

graphs to the PC

•

Promoting Yahoo! Mobage to

Mobage Town users.

Yahoo Japan and DeNA’s Roles in Yahoo!

Mobage

Yahoo! Mobage is a key strategic growth initiative for both Yahoo Japan and DeNA


Yahoo! JAPAN

Of 52 million

*1

Monthly Active Users:

24 million*2 Have Yahoo! JAPAN IDs.

19 million*2 IDs register with Yahoo! Wallet.

7.6 million*2 IDs purchase subscriptions to

Yahoo! Premium.

*1

Nielsen Online NetView、March 2010. Based on accesses from households and workplaces*2

April 2010, Yahoo Japan Corporation’s data.

Largest PC User Base in Japan


Yahoo!

Games

Approx. 6 million UU per month

*1

Approx. 370 million PV per month

*1

Japan’s largest PC game site

both by visitor numbers and page views

User Data

*2

・Approximately half of users are aged 30-49: company employees, homemakers・Average yearly household salary: 6 million yen

*1

Average from Dec 2009 to Feb 2010 based on unique browser visits. Yahoo Japan Corporation’s data. *2

March 2009

Yahoo! Research’s data*4

April 2010

Mixi, GREE, Mobage Town data: each company’s finance materials. Yahoo! Games data: Yahoo Japan Corporation’s data.

(Rounded to the nearest 1 Percent)

Major Domestic Sites Usage Comparison*4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mobage

Town

Yahoo!

Games

10’s

20’s

30’s

Above

28％

43％

29％14％

18％

67％

42％

35％

23％

38％

53％

9％

mixi GREE


Platform

1. APIs2. Avatars3. Ads


Open Platform APIs

Yahoo! Mobage APIs Conform to OpenSocial Standards

・API Manuals are be available on the Developer Sitehttps://developer.dena.jp/mbga/admin/docs/DeveloperSite_Document_PC* You can only access this link upon developer registration (P40)

Other Social Networking Sites on OpenSocial

MobageTown mixi

Friendster MySpacehi5 orkut

https://developer.dena.jp/mbga/admin/docs/DeveloperSite_Document_PC


Avatars

Equip item on Avatar

Player’s Attack Power increased!

In-GameGame-SpecificAvatar Shop

Avatars can be displayed in-game（Size, color scheme, frame count modified for the PC environment）

More precise movement than their mobile counterparts

Partners can sell 3D animated avatar items that have in-game parameters

Purchased items can be viewable from Yahoo! Mobage and services within Mobage Town

Items/shops compatible with the mobile device version are also possible

Revenue Share 70：30（Partner Developer：Yahoo! Mobage）

※ Operational costs amounting to 13 percent of total revenue will apply before Revenue Share.

※ Optional service costs will apply for items that developers wish to be viewable from other services in Mobage Town

（Individual Items:¥50, Clothing Sets:¥75, Animation Items:¥100）

Purchase

withMobaCoins

Item usable in-game


Ads

Programs offered to display advertisements in-game

Can include in-game adsCPC AdsCPA AdsCPM Ads (TBD)

Can choose from entire Mobage Ad InventoryCan cross promote own apps via App Tool Bar

Screen space where Partners can display

CPC or CPA Ads


Game KPI Data Reporting

Management Index Analysis Tools

The following types of analysis are possible from the Developer’s Site ・Index analyses of UU, PV, Paying UU, ARPU etc.・Daily or monthly transitional analyses・Analysis of retention rate N days post registration・Analyses of amount purchased, UU, and ARPU based on registration

month

Providing a robust game analysis environment

Log Analysis Tools（Release Date Undetermined）

Providing an environment that can be customized for each game to

analyze key indices

* Page design may change in the actual service.


Promotion

1. Virality2. CPM Ads3. Launch Promotion


Virality

Yahoo! Mobage

Feed

Feed

Feed

Counter

New Viral Features on Yahoo! JAPAN built for Yahoo Mobage

Yahoo!

Mail +Other mail id

Top Page

Friend Invite Program

Mobage

Mail

Messenger


Virality -

Using Yahoo! JAPAN’s Top Page

Even on Yahoo! JAPAN’s Top Page

users can view Feeds from Yahoo! Mobage.

Notices about friends’

activities

*Page design may change in the actual service.

AD


Virality -

Using Yahoo! Games Page


With approx. 6 million UU’s per month

*1

Yahoo! Games gives broad exposure to new/popular games.

*1

Average from Dec 2009 to Feb 2010 based on unique browser visits. Yahoo Japan Corporation’s data.

Featured New Games

Yahoo! Games’ Featured Games

Recommended Yahoo! Mobage Games ・Customized to the users interests

by the Yahoo! Games Team.


Virality -

Using Yahoo! Mobage Top Page


Friends Games

Recommended Yahoo! Mobage Games ・Customized to the users interests

by the Yahoo! Games Team.


Virality -

Using Yahoo! Mail

Showing Yahoo! Mobage Friends’

information on

Yahoo! Mail, boasting approx. 16 million *1

unique browser visits per month (#1 in Japan)

Feed

Feed

*1

Average from Dec 2009 to Feb 2010. Yahoo Japan Corporation’s data. *Page design may change in the actual service.

AD


Virality -

Using Yahoo! Messenger

Game status updates via Yahoo! Messenger, which sees approx. 830,000 New DLs a month (#1 in Japan)

*1

おいしそー

怪盗ロワイヤルで盗まれた

*1

Average from Dec 2009 to Feb 2010. Yahoo Japan Corporation’s data. *Page design may change in the actual service.


■すべてを選択

ロゴ

Virality –

Using Yahoo! JAPAN Friend Invite

Will Launch a Friend Invite Program to the 24 million Monthly Active Users of Yahoo! Mail

Inviters receive MobaCoins as a reward incentive for accepted invites.


AD

Inviters can also “type”

in

non Yahoo! Mail id e.g.: [email protected]


Yahoo! Mobage Site Structure

Yahoo! Games Top Page Yahoo! Services

Yahoo! Mobage Top Page

(My Page)

Individual Game Pages

User activity will be focused around the Yahoo!

Mobage Top Page（My Page）



CPM Ad slots –

Yahoo! Mobage Top

＜Reach＞New GamesPopular GamesVarious Ads

＜Return Rate＞List of games the user has registeredFriends’ play status and notices from the games

The page will feature new games

and encourage user return rates.

＜Engagement＞Links to journals and groups



CPM Ad Slots –

Game Page

＜Communication＞Users can view and post to public GroupsOther communication functions

Advertisements selected by developer (planned)CPC AdsCPA Ads

＜Attracting New Users＞Promotion AdsPopular Games

＜Game Space＞760 pixels width; height is unrestricted.



Launch Promotion

Yahoo! Mobage

Launch Ad Campaign

TV Ads etc.

Launch Ad Campaign

Yahoo! JAPANTop Page etc.Registration

Incentive forNew Users

1 Billion Yen *1

Ad Campaign at Launch

*1

Estimated advertisement cost.


Payments


Revenue Share 70：30（Partner Developer：Yahoo! Mobage）※ Operational costs amounting to 13 percent of total revenue will apply before Revenue Share.

※

Payments are made monthly.For the current month will be made on the 10th 2 calendar months later

※

Payments are made only on JPY and to a bank account in Japan

Payment Methods: Yahoo! Wallet (incl. credit card), Web Money※3rd

party payment methods are not allowed. You can only use Yahoo! JAPAN approved payment channels

MobaCoins：Users will be able to use MobaCoins on both PC and Mobile platforms.

In-game Purchases

Purchase MobaCoins

UserPurchaseItems

Use MobaCoins

Revenue-share

70:30 Revenue Share rate on PC and Mobile Platforms

Game/ Partner Developer

http://www.yahoo.co.jp/_ylh=X3oDMTB0NWxnaGxsBF9TAzIwNzcyOTYyNjUEdGlkAzEyBHRtcGwDZ2Ex/r/mlg


In-game Purchases

User can buy MobaCoins

via 1) Yahoo!

Wallet 2) Web Money

Credit Card Payment&

Bank Transfer Payment

Prepaid Method via Convenient Stores & Super Markets


2. How to develop on Yahoo! Mobage?


Details on Platform Distribution

Partner Support Program

System Development



DeNA will support your game development and post release operations

Implementation Support Monetization Support Operation Support

Advertisement Support

CPA Ads

CPC Ads

CPM Ads（TBD）

In-game Purchase

Support

Game Items

Avatars

※Program Time Schedule

In-game Purchase Support（Items & Avatars）is scheduled to begin simultaneously with Yahoo! Mobage.

Information on other support services will be provided on the Developer Site

Finances

Promotional Menu

Operation Support

Servers

CS

Debugging


Details on Platform Distribution


System Development


User IDs

Users must link their Yahoo! JAPAN ID to an existing/new Mobage ID.※

IDs are Synched During First Login/Registration

※Only the Yahoo! JAPAN ID is used to log into Yahoo! Mobage

Test Handset IDs are created by Yahoo! Mobage Support team at the time of Developer Registration

Mobage ID（Handset ID）

Mobile

Yahoo! Mobage

PC

Login withYahoo! JAPAN ID

Share the Same User Data


Planned API’s①

Conforming to OpenSocial StandardsPlans to release OpenSocial JavaScript API’s

Functions of Planned API’s SocialData, API

Acquires user’s profile informationAcquires user’s friend connections

newFetchPersonRequest() etc.

Creates a new Activity newActivity()

Produces messages newMessage()

Maintains permanent data Persistence API


Planned API’s②

Game API’s with features similar to those available in the mobile version also planned.

Functions of Planned API’s Mobile Version’s Equivalent API

Acquires Avatar image URL’s Avatar API

Acquires and saves users’

posts TextData API

NG WordsConfirms whether text to be posted complies with the terms of service

NGWord API

Avatar ItemsAcquires information on avatar items registered with and managed Partner as well as the number of those items owned

Avatar Item API

Avatar ShopAcquires information on avatar items being managed in Partner’s avatar shop

Avatar Shop API


Community Functions

Using an API to acquire and save posts users have entered

(recommended)

Other Methods

・

TextDataAPI is used for this function

・

DeNA reviews the post the user has entered

・Send a log of a user’s posts to DeNA (method to be determined)

・Have the partner developer review the user’s posts

※More details will be released later.

Two possible ways of implementation.


Developing on Multiple Platforms

Partner Developers’ Applications

Application

Users

Mobage PlatformMobage Platform

OpenSocialOpenSocialRESTful

API

RESTful

APIJavaScript

API

JavaScript

API

Mobage TownYahoo! Mobage


3. Where should I start?


Steps to Game Release

Register asa Developer

Development

Submit for a Game Review

Release

Agree to the Developer Site’s terms of usage

Agree to the Sandbox’s terms of usage

Send the application form, commercial registration certificate, and company seal registration certificate

To register, please visit http://developer.dena.jp/mbga/en/register/index.html

Register and develop the game.

Apply to have the game reviewed before release （approval takes 3 or 4 days）

Release game to Yahoo! Mobage users

Register as a Partner

Submit business license/tax reg/articles of inc./credit reports for verification

Register as a Partner with DeNA after successful verification


Yahoo! Mobage Release Schedule

Schedule

Additional information will be available on the Developer Sitehttp://developer.dena.jp/mbga/en/

~7/22■Release Sandbox Environment

July August September

~9/21■Beta Release

~6/28■Official Registration open to Partners

~

7/22 Release Sandbox Environment~

9/21 Beta Release

~10/1■Grand Opening

October

http://developer.dena.jp/mbga/en/

Yahoo Mobage Overview

Documents

Transcript of Yahoo Mobage Overview