Download - GREE: Going Global with GREE – best practice and current trends in social mobile free-to-play
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GREE: WHO WE ARE
1
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CREATING THE WORLD’S LARGEST MOBILE SOCIAL GAMING PLATFORM
2
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Founded
Founder & CEO
February 2011
Naoki Aoyagi
Tokyo
San Francisco
Founded
December 2004
Yoshikazu Tanaka
CEO
International
GREE Overview
Creating the World’s Largest Mobile Social Gaming Platform
April 2011 Acquired OpenFeint
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The Leading Platform in Japan
234 mm users
Established only 8 years ago
Japan’s No.1 advertiser for TVCMs
Approx. 1,000 employees, 3x from 1 year ago
5.9 billion euro market cap
Listed on the TSE 1st Section
8,000 game titles Targeting 1.6-1.7 billion
euros in revenue
(December, 2011 consolidated base)
(February, 2012)
(February, 2012)
(June, 2010)
(Estimated June, 2012)
(Number of air-play, November- December, 2011) (March, 2012)
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San Francisco
London
Tokyo
Beijing
Singapore
Amsterdam
São Paulo
Seoul
Dubai
GREE Current Global Reach
Osaka
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2010 2011
8000 Live Games
Liv
e G
am
es
2010 2011
234 MM Unique User Accounts
Pla
yers
(M
illions)
2012 2012
Growing User and Game Network
*Above data shows users and games numbers of OpenFeint
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Sources: Morgan Stanley「Mobile Internet Trend」
Global PC and Smartphone Shipments Trend of Global Time Spent Online
2007 2008 2009
10
15
(%)
5
Social Media
Portal Media
2010 2005 2007 2009 2011 2013
(Millions)
500
600
400
200
300
100
SP PC
(E)
Internet Industry Trends
Smartphone shipments are estimated to exceed PCs and
internet access will become more mobile and more social
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8
The Mobile Gaming Market and GREE
Gaming Market Growth in Japan, North America, and Western Europe
*Sources: App Store(February 1, 2012)
Top Grossing chart on App Store
*Sources: Ichiyoshi Research Institute Inc. and Ichiyoshi Securities Co.,Ltd. October, 2011
0
5000
10000
15000
20000
25000
2010 2015
Mobile Game Console Game
(Million Euro)
14,000 12,400
3,060
19,800
High LTV Tsuri-Sta Since 2007
GREE games have gained popularity with the
continued growth in the mobile games market in Japan
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Platform overview
▼①Web Application
■The same as the current GREE Platform for feature phone
▼② iOS App / ③Android App
■GREE will provide SDK and the games will be distributed on GREE and various App markets.
GREE
Partners GREE
Development
Provide API
Sandbox
Various support
App release
Web Appli iOS
Appli
Android
Appli
iOS
Appli
Android
Appli Web appli
Various Market
GREE
Partners
GREE
Integrate SDK
App App release
GREE Users GREE API
Release as GREE App Provide SDK
Sandbox
Various support
GREE Platform Overview
9
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CREATING THE WORLD’S BEST MOBILE SOCIAL GAMES
10
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What’s a social game?
A social mobile game is:
• Casual • So it helps to have simple rules, game design, and interface
• It also helps if it’s very rewarding
• And it needs to be playable within a short space of time – ideally within 3-5 minutes
• Free to play • So anyone can try it
• But people play it in different ways – hardcore fans play alongside people who are just trying it out
• With in-app purchases • So people are playing for different reasons than pay-per-download games
• And people are paying money for different reasons too – to show off to friends, or to compete with them.
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What’s a social game?
A social mobile game is:
• Online • So people can compete or cooperate with friends
• And we can provide players with a new experience every day
• Anywhere, anytime • People carry their phones with them 24/7, 365 days a year.
• People play on the train, at lunch, taking a break, waiting for a bus, etc.
• So games need to be simple, and quick, and possible to divide across the day
• If you’re making mobile games you’re not competing for your players’ money; you’re competing for their time
• You need to make users want to come back
• Global • AppStore and Android Market/Google Play are already global
• So you need to cater to local tastes – co-op is popular in Japan; competition in the west
• And people pay for different things in different places
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User Acquisition
Retention Monetization
Mechanism to continuously attract users
Creating a game system which maintains user engagement
Mechanism to keep users playing
Mechanism to increase revenue
Social Game Planning
13
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Social Game Planning
Good planning requires User Acquisition, Retention, and Monetization
User Acquisition
Retention Monetization
Deta
ils
Exam
ple
Ways to attract new users
Promotion, word-of-mouth,
etc.
Increase paid users and ARPU
Promotion Tie-ups Virtual item
lineup
Promotion Return bonuses Periodical in-game events
Game layout Periodical in-game events
Increase retention and user return rate Decrease unsubscription rate Acquire new users
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User Acquisition
Game Performance
Viral
Game Design
×
Social Design
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Fishing Star
Super satisfying fishing!
Game rule:catch fish
Clinoppe
Raise a mystical pet
Game rule:raise a pet
Hakoniwa
Easy and simple gardening
Game rule:Plant and
create your own garden
User Acquisition × Game Design
Universally appealing game concepts featuring easy-to-understand rules
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Play Game
Wish for Virtual
Currency and Items
Invite Friends
Play Game
Want to Play with friends
Invite Friends
User Acquisition × Social Design
Encouraging users to play with friends
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Retention
Game Cycle
Game Design
×
Social Design
Communication Among Users
18
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A simple game design
The best way to think about the game design is as a cycle, rather than as a path.
• The basic action needs to be simple and quick or the whole game cycle becomes boring – about 30 seconds
• Players need to be able to feel a sense of progress
• The UI needs to be simple
• It needs to be rewarding enough to inspire players to come back for more
• It needs to inspire users, not confuse them
• When creating multiple game cycles it’s important to bear in mind the following points:
• Make the objective clear:
• Keep it simple
• Make the game cycles complimentary:
• So that the sub-cycles have a clear benefit for the main cycle
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Driland Game System
■Gacha Random Prize Machine ■Synthesis
Free or Paid chance to get random cards These chances are key to transactions Combine cards to make stronger cards
Single Play, Quests are used to Level Up
■Quests
■Raid Battles
Co-op battles with friends to defeat bosses in given time. Greater Reward incentives
■Game Top
Compete with
Friends
Co-op with
Friends
■Battle
Compete with
Friends
Battles are won based on cards and levels
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✓Game Cycle
✓Simple but addictive and repetitive gameplay
Essential to create a sense of accomplishment for each game cycle
✓Set a milestone for each sub-goal to increase user traffic
and engage users more in-game play.
eg) in-game event: “Gacha” event where you get random, but strong cards
Get Card
battle
result
Get
stronger
card
eg) Driland ・short term :complete quest / Level Up ・mid term:acquire cards ・long term:acquire stronger cards
Aquire Stronger Card!
Level Up!
Acquire Strong Card!
Win Battle users usually Lose!
Gain momentum!
Retention × Game Design
Place a sub-goal for each short, middle, and long term game cycle to maintain high retention
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Monetization
Game Design
×
Social Design
Enforcing Challenges and
Visualizing Success
Sharing and
Connecting Users
22
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Type of
User
Level of
Satisfaction
Light (85%)
Invite friends Small sense of
accomplishment
Middle (10%)
Heavy (5%)
Buy virtual items
to gain advantage inside game
Competitive
advantage and
honor (ranking and
achievements)
Team up with Friends Play Against Friends
Share
Connect with Friends
Monetization× Social Design
Help players to connect with each other!
23
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Social Game Planning Summary
『User Acquisition』『Retention』『Monetization』
Enforcing Challenges and
Visualizing Success
Connecting Users and
Displaying Accomplishments
Various Game models
Interaction between users
Game Performance
Viral User
Acquisition
Retention
Monetization
Social Design Game Design
×
×
×
24
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ABOUT METRICS
25
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We’re mad about metrics
It’s important to use the right metrics and to understand where they are coming from
• Different metrics matter at different times in the game cycle
• There are a lot of general metrics, but it’s also essential to create custom metrics for your particular game cycle
• User acquisition and virality-related metrics: • CTR, CPC, CPI, cohort analysis, k-factor, invites sent per DAU, invite
acceptance rate, % of virally acquired users
• Retention-related metrics: • 1-7 day retention, drop-off rate, visits per DAU, session times, churn rate
• Monetization metrics: • ARPU, ARPPU, Payment conversion rate, average transaction value, first
purchase trigger, paying user cohort, LTV
26
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ABOUT EVENTS
27
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Reduce churn rate and raise retention rates:
• Limited events within a certain number of days of logging on
• Extra experience/gold in the first week
• Reduced cost items
• Incentives for completing tutorial etc.
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Keep people playing!
Dragon Collection
Lunchtime Gacha
Pocket Kingdom
Every day between 10am and 2pm, experience points are increased 1.5x
Early morning Gacha
Powerful Yakyuubu
28
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Keep people playing!
• Example Login Bonus Campaign
• Login everyday and collect stamps in return for a reward
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Login incentive example
590000
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WHY PLATFORMS ARE IMPORTANT
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Premium games
monetize users once
F2P games monetize users
many times
Virtual goods market
was $7.3B in 2010; will
double by 2014
Premium Game
Free-to-play with IAP Longer play = more $$$$
Download App
Time game played
$ Paid
User Revenue
Source: Zynga SEC filing, via In-Stat market intelligence firm.
Growth in Free-to-Play Games
Game Design Has Shifted to Freemium with IAP
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SNS or Social Platform
Game Economics
= Lifetime Value (LTV)
Revenue Per User
X
Player Engagement
Cost Per Acquisition
(CPA)
Netw
ork
effects
Notifications
from
friends
Requests
fr
om
friends
Social is a unique variant of “freemium” that uses social
network effects to increase LTV and lower CPI/A
Why Social Games are Special
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Optimize Acquisition, Retention, Monetization
Platform provides optimal distribution
through cross promotion
Games and platform
Social & communication tools
Viral effect between games
Standard virtual currency across all
games on platform increases ARPU
SNS
Acquisition
Retention
Monetization
Social Platform
Social Gaming Platforms Win
33
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… but several platforms are emerging
Without a platform...
High CPA Weak Viral
Engagement
• App-store trickery • Limited cross-
promotion • Ad networks
dominate
• No clear social graph • Diffused viral
channels • App-store hides
conversion tracking
34
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Inefficient User Acquisition
Requires Constant Management and Evaluation
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Communication Channels are Fragmented
Lower Retention Rates
36
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With a Platform… • Platform re-engagement channels enable developers to target users
• Common currency makes transactions more streamlined on Android
Monetizing is Easier on Platforms
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SNS Focus
Game Focus
Potential Platform Landscape
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GREE PLATFORM: ADDRESSING A GLOBAL MOBILE AUDIENCE
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Games Games
Current
GREE Japan
Platform
Current
OpenFeint
Platform
New Global
GREE Platform
Users & Developers High-ARPU users
& Social know-how
A New Global Platform for Developers and Gamers
GREE+ OpenFeint
Successful
social games
7,000 over
games
234MM users
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Release your games worldwide and gain access to high ARPU
markets for increased revenue opportunities
Generate viral acquisitions and increased downloads by
tapping into the world’s largest mobile social user base
Unlock the full potential of your games with a flexible cross-
platform API suite that puts developers in control
Global
Social
Open
GREE Platform Strategy
Providing game developers with the most robust toolset to
best take advantage of the global mobile gaming market
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Distribution Acquisition
Engagement
Monetization
Virality
Analytics
World’s largest social mobile
gaming community
Unified global platform
Localization services
Cross promotions through
developer announcements
Promotional programs
Wall posting
Gifting
Social sharing
Push Notifications
International currency
management
Unified virtual currency on
Android
Friend invites
Incentivized invites
Social sharing
Gifting
Dashboard access to game
analytics
Game, player, and
monetization data
Platform Comprehensive Offering
42
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Just some of the major titles that will be available on the GREE Platform
GREE Platform Aiming for 1 billion users worldwide
43
GREE Platform Partners
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*Previously released 8,000 titles available *2nd phase/3rd phase release planned
44
7 Major Developers and More to Come
Japanese GREE Platform Partners
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China & Korea GREE Partners
11 Major Developers and More to Come
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Our Latest Partnership
Game release scheduled within the year on GREE Platform
46
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10億人が利用する サービスをつくる
Creating a
1 Billion User Service
47
Future Target