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Social Games in Japan ,[object Object],[object Object],[object Object],[object Object],[object Object],presentation at GDC 2010 | David Collier | dc@pikkle.com
Pikkle is Japan’s leading social game publisher Developer R&D Phase JooJoo  portal Social Game Publisher Series A Mixi investment Year 1 Year 2 Year 3 Year 4
Japan total SNS audience (千人) 出典: 斉藤徹「 mixi,  モバゲー , iPhone 徹底比較「どのアプリが一番儲かるか?」」 2009.12.01,  http://blogs.itmedia.co.jp/saito/2009/12/mixiiphone-ee69.html 株式会社ミクシィ、株式会社ディー・エヌ・エー、グリー株式会社決算短信より作成 Mixi Mobile-Game-Town Gree 18M 15M 15M
Summary: Japan’s main SNS Players Before launch of games and appli Cnet Japan Feb 05 2010 Mixi DeNA(mbga) Gree Facebook Users 18M 15 M 16M 1M? OpenSocial Open Open Open-ing Open SocialGraph Real Virtual Virtual Real ARPU $0.65 $1.61 $1.87 ??
 
Pageviews: It’s a mobile world! ,[object Object],[object Object],出典: 斉藤徹「 mixi,  モバゲー , iPhone 徹底比較「どのアプリが一番儲かるか?」」 2009.12.01,  http://blogs.itmedia.co.jp/saito/2009/12/mixiiphone-ee69.html 株式会社ミクシィ、株式会社ディー・エヌ・エー、グリー株式会社決算短信 より作成 mobile PC 4,520 11,440 0 17,483 220 23,460
Popular japanese social games ,[object Object]
Many overseas genres have japanese parallels Some unique new categories have been invented here But some categories haven’t made it to Japan yet… There are lots of parallels to japanese and western games  Category world Japan Mafia/Gang MafiaWars Kaitou Royale ( 怪盗ロイヤル ) Farm FarmVille Sunshine Ranch  Zoo ZooWorld Animal Paradise ( 動物パラダイス) Cars (rpg) Speed Racing Speed Racing, MiniYonki ( ミニ四駆 ) Quiz apps Whatever quiz… Quiz apps ( 診断系 ), CheaterCheck, S&M Check etc. Restaurant sims Restaurant City My Restaurant  僕のレストラン Virtual Pet PetSociety (Rockyou Pets) DogsRoom)  育成系 Aquarium Fishville Pocket Aquarium Business sims  Ponzi Happy Tower City/Town Sims MyCityLife MakeCity ( まちつく) Island Sims Happy Island/TikiFarm … Girl RPG Sorority Life … Fishing … Fishing games  釣りスター Shop sim … Sweets Collection, ShopShop Horse Racing … Uma racing, Uma-Tomo
genre title users 1 Farming Sunshine ranch 4,661,927 Mob+pc 2 Survey Friends scorecard 3,487,525 Mob+pc 3 City sim Make City 2,722,022 Mobile only 4 Mafia Kaitou royale 2,682,652 Mobile only 5 Quiz Kanji test 2,504,454 Mob+pc
Fastest Climbers genre title 1 Quiz Nouryoku kentei 2 Utility MPG check 3 Game PocketAquarium 4 Game Be brave today 5 Game Poker
Pocket☆Aquarium by Pikkle Taking a successful format from the US, we developed a custom version for japanese mobile phones. It mixes full-screen interactive flash aquarium with gifts, location based items and other japan-specific gameplay features.
Pocket☆Aquarium: Mobile specific features Mobile specific viral channels and messaging APIs Location-based functions Operator billing integration. Handset optimization
Pocket☆Aquarium: Touchpoints on Mixi container Feed: your fish is hungry! Feed: your friend just came and cleaned your tank! Application invitations A gift from your friend! Community: come and look at my fish tank! Mail: do you want to trade items? Blog post: Kumiko found a rare fish you can only get in Hokkaido
The social game funnel…
Application discovery and menus in-house apps are “featured” position Friends ranking + game activity feeds Mixi – social games focus Mobage-town – mini-games too What’s new, what’s popular with my friends, “friends just started playing”, ranking, recommended, categories “ Featured”, ranking by gender/weekly/monthly, mini-games menu Install numbers are open Install numbers not public
Appli invitations and install flow ,[object Object],[object Object],Can see installed user count Appli invitation from your friends
Game related Feeds and viral channels Appli updates from friends “ My games” top 3 user set Mini-feed events from games – can include images Post to Diary (requires confirm) Mini mail from game Appli invitations – red alerts that don’t quit! Mixi Mobage-town Invites from friends are at top of your home page. Avatar home page, user can set their “top 3” games
Social pattern: real graph vs virtual graph Mixi Mobage Focused on friends ranking as major differentiator against mobage town National ranking and “take on anyone” player lists
Identity Patterns: photo vs avatar Mixi Mobile game town Even though users upload their own images, few use real photos of themselves. Mobage and gree use avatars
Summary: Viral channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Design Patterns
Pattern: poke poke Hoshitsuku  from DeNA List view to see at a glance who’s planet could be made dirty!
Social pattern: win-win poke ,[object Object],[object Object],Hakoniwa  from  GREE,Inc.
Pattern: Aggressive Poke ,[object Object],Happy Fish from hot pot
Social pattern: guest book to container ,[object Object],Mainichi horiday  from  Media place
Social pattern: skills-based team ,[object Object],[object Object],Kaito- Royal  from  DeNA
Social pattern: wish-lists ,[object Object],[object Object],Kaito- Royal  from  DeNA
Social Pattern: Post to Diary ,[object Object],[object Object],Abnormal-shindan  from  mode-Duo
Social pattern: public challenge to your friends ,[object Object],Quiz☆dekiruhito no manners  from  HEROZ
Social pattern: easy diary posting copy fields ,[object Object],Seimeihandan generator  from  Feint
Social Pattern: decorate + show off Haco niwa, GREE, Inc. Omiseya-san, Geisya-tokyo
Social Pattern: location based teams ,[object Object],[object Object],Bakumatsu eiyuden  from  gumi
Social pattern: location based items and trading ,[object Object],Gotochi collection by Disney
Social pattern: location based real-world tie-in ,[object Object],[object Object],[object Object],My Restaurant by Synphonie
Viral Patterns ,[object Object]
Viral pattern: forced gift invitation ,[object Object],[object Object],[object Object],Kyoukara yujya!  From  Ji-kuresuto
Social pattern: Random matchup Setolrin  from  DeNA Suggesting connections for your avatar to “sumo-” with More apps you register feed back into your setolrin so they learn new tricks.
Identity pattern: Avatar imitation Setolrin  from  DeNA
Viral pattern: wink ,[object Object],[object Object],[object Object],[object Object],[object Object],Kaito- Royal  from  DeNA
Viral pattern: community “friend me” threads ,[object Object],[object Object],[object Object],[object Object],[object Object]
Viral pattern: “visit my shop” threads ,[object Object],sweets collection  from  Control plus
Viral pattern: Invite friends bonuses Yokoso my kitchen from CF Kaito- Royal  from  DeNA Pirates Treasure from DeNA
Spam pattern: fake request for help ,[object Object],[object Object],[object Object],[object Object],[object Object]
Game Patterns
Game Pattern: mini-game grinding ,[object Object],Gunner senki  from ORSO Equip Minigame Get! Level-up
Game Pattern: mini-game grinding Uma-tomo from Q-entertainment
Pattern: mini-game grinding Kaizoku treasure  from DeNA Equip Battle Get item + EXP Different enemies more suitable to the player you have built
Game pattern: collection Minnano mushi collection from ngi
Game Pattern: collection book ( 図鑑) HoshiTsuku from DeNA Kaizoku Treasure from DeNA
Game patterns Gameplay  -> Social -> Anti-social & spam WIN!
Game pattern: shop exchange Omiseya - san  from  Geisya-tokyo  ,[object Object],[object Object]
Game pattern: Lucky item and completion
Monetization
Billing Flow with Mixi Points If you don’t currently have any Mixi points on your Mixi account, just enter a 4 digit PIN and the amount goes on your phone bill Otherwise go straight to the mixi confirm screen.  Game provider can decide different pricing for items. Eg here we have 10 stars for 100 coins or 33 for 300 Mixi screen to confirm you want to hand over mixi points to this game provider Success! And link back to the game
Social payment: buy items for friends ,[object Object],[object Object],Morippi from Ceres
Pikkle Virtual Goods examples Consumable items Gifts with hidden contents! Bundling and special offers Seasonal campaigns and limited period goods
Offer Walls from Adways 1 Get virtual currency ! App page in SNS 2 Ad page in social app Ad offers
What’s the ARPU? ,[object Object],PC ARPPU=$47 ARPPU=$20 mixi アプリ 「サンシャイン牧場」 mixi アプリ 「スピード★レーシング」 出典:  読売新聞 「ミクシィ、 4200 人の情報が 3 日間『露出』 サンシャイン牧場の課金システムに不具合」 2009.11.3 ・・・ところが、導入直後から、利用者から「金を払ったのに通貨がもらえない」などという苦情が殺到。リクー社が調べたところ、判明しただけで 80人分の購入した計38万円分のアイテム の記録が消滅していたことが判明。・・・ 出典:   CNET Japan 「利用者 1 人あたりの売上が月 2000 円、 ソーシャルアプリ「スピード★レーシング」の戦略」 2009.12.1 ・・・ 日本のユーザーで特徴的な点は、 1 人あたりの利用金額( ARPU )が高いこと。スピード★レーシングでは「トークン」と呼ばれるアイテムくじを 8 個 210 円で販売しており、 mixi における課金ユーザーの ARPU ※ は月 2000 円に達する という。「米国では 1 ~ 2 ドル(邦貨換算で 88 円~ 176 円)、中国は 10 ~ 20 円程度だ。日本のほうが効率的に売り上げを上げられる」(渡邉氏)。 ※ ARPPU の事と思われる モバゲーアプリ 「怪盗ロワイヤル」 ARPPU> $10 出典:   CNET Japan 「 DeNA のソーシャルゲーム、 1 カ月 3 億円の売れ行き -- ただし業績は減収減益」 2009.10.27 ディー・エヌ・エー( DeNA )代表取締役社長の南場智子氏は、… . 3 タイトルは DeNA が独自に開発したもの。いずれも無料で提供されているが、ユーザーはアイテムを購入することでより有利にゲームを進行できるようになっている。 「お金を払っているユーザーの ARPU ( 1 人あたりの平均利用額)は 1000 円台」 (南場氏)と、
Technical overview
Mobile Proxy server tubes Game server Mixi proxy server Carrier gateway SNS  API server OpenSocial  REST API Cannot access from developer’s PC, only a Japanese mobile phone via carrier’s gateway
Dev by proxy (1) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FlashLite 1.1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Flashlite Japanese Text-encoding ,[object Object],[object Object],[object Object],[object Object]
Emoji  絵文字 ,[object Object],[object Object],[object Object]
Entering Japan Market ,[object Object]
Pikkle investors and partners Ameba KDDI Gree Pikkle’s 5 major investors are a who’s who of the japanese mobile social landscape. We are the largest single investment for Mixi’s app fund, and share a board member. We also have a joint-venture with Adways, japan’s largest offer-ad network.
Partner with Pikkle! Partner with us to launch your titles in Japan! Contact: David ‘dc’ Collier |  [email_address] Business Network Investor or board-level relation with all platforms Solid financial backing with startup passion! Joint Development Proprietary technology for dynamic mobile flash Bilingual engineering staff Know the ins and out of all Japanese devices Intimate pals with Mixi’s proxy server  Service  Operation Content refresh timed to Japanese events Community management and user support Constant tweaking of the viral channels Metric analysis and tweaking of payment funnel
Thank you! Introductions… Partner with us to launch your titles in Japan! Contact: David ‘dc’ Collier |  [email_address] ご清聴ありがとうございます This presentation will be posted on pikkle.com

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japan social games

  • 1.
  • 2. Pikkle is Japan’s leading social game publisher Developer R&D Phase JooJoo portal Social Game Publisher Series A Mixi investment Year 1 Year 2 Year 3 Year 4
  • 3. Japan total SNS audience (千人) 出典: 斉藤徹「 mixi, モバゲー , iPhone 徹底比較「どのアプリが一番儲かるか?」」 2009.12.01, http://blogs.itmedia.co.jp/saito/2009/12/mixiiphone-ee69.html 株式会社ミクシィ、株式会社ディー・エヌ・エー、グリー株式会社決算短信より作成 Mixi Mobile-Game-Town Gree 18M 15M 15M
  • 4. Summary: Japan’s main SNS Players Before launch of games and appli Cnet Japan Feb 05 2010 Mixi DeNA(mbga) Gree Facebook Users 18M 15 M 16M 1M? OpenSocial Open Open Open-ing Open SocialGraph Real Virtual Virtual Real ARPU $0.65 $1.61 $1.87 ??
  • 5.  
  • 6.
  • 7.
  • 8. Many overseas genres have japanese parallels Some unique new categories have been invented here But some categories haven’t made it to Japan yet… There are lots of parallels to japanese and western games Category world Japan Mafia/Gang MafiaWars Kaitou Royale ( 怪盗ロイヤル ) Farm FarmVille Sunshine Ranch Zoo ZooWorld Animal Paradise ( 動物パラダイス) Cars (rpg) Speed Racing Speed Racing, MiniYonki ( ミニ四駆 ) Quiz apps Whatever quiz… Quiz apps ( 診断系 ), CheaterCheck, S&M Check etc. Restaurant sims Restaurant City My Restaurant 僕のレストラン Virtual Pet PetSociety (Rockyou Pets) DogsRoom)  育成系 Aquarium Fishville Pocket Aquarium Business sims Ponzi Happy Tower City/Town Sims MyCityLife MakeCity ( まちつく) Island Sims Happy Island/TikiFarm … Girl RPG Sorority Life … Fishing … Fishing games 釣りスター Shop sim … Sweets Collection, ShopShop Horse Racing … Uma racing, Uma-Tomo
  • 9. genre title users 1 Farming Sunshine ranch 4,661,927 Mob+pc 2 Survey Friends scorecard 3,487,525 Mob+pc 3 City sim Make City 2,722,022 Mobile only 4 Mafia Kaitou royale 2,682,652 Mobile only 5 Quiz Kanji test 2,504,454 Mob+pc
  • 10. Fastest Climbers genre title 1 Quiz Nouryoku kentei 2 Utility MPG check 3 Game PocketAquarium 4 Game Be brave today 5 Game Poker
  • 11. Pocket☆Aquarium by Pikkle Taking a successful format from the US, we developed a custom version for japanese mobile phones. It mixes full-screen interactive flash aquarium with gifts, location based items and other japan-specific gameplay features.
  • 12. Pocket☆Aquarium: Mobile specific features Mobile specific viral channels and messaging APIs Location-based functions Operator billing integration. Handset optimization
  • 13. Pocket☆Aquarium: Touchpoints on Mixi container Feed: your fish is hungry! Feed: your friend just came and cleaned your tank! Application invitations A gift from your friend! Community: come and look at my fish tank! Mail: do you want to trade items? Blog post: Kumiko found a rare fish you can only get in Hokkaido
  • 14. The social game funnel…
  • 15. Application discovery and menus in-house apps are “featured” position Friends ranking + game activity feeds Mixi – social games focus Mobage-town – mini-games too What’s new, what’s popular with my friends, “friends just started playing”, ranking, recommended, categories “ Featured”, ranking by gender/weekly/monthly, mini-games menu Install numbers are open Install numbers not public
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  • 17. Game related Feeds and viral channels Appli updates from friends “ My games” top 3 user set Mini-feed events from games – can include images Post to Diary (requires confirm) Mini mail from game Appli invitations – red alerts that don’t quit! Mixi Mobage-town Invites from friends are at top of your home page. Avatar home page, user can set their “top 3” games
  • 18. Social pattern: real graph vs virtual graph Mixi Mobage Focused on friends ranking as major differentiator against mobage town National ranking and “take on anyone” player lists
  • 19. Identity Patterns: photo vs avatar Mixi Mobile game town Even though users upload their own images, few use real photos of themselves. Mobage and gree use avatars
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  • 22. Pattern: poke poke Hoshitsuku from DeNA List view to see at a glance who’s planet could be made dirty!
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  • 31. Social Pattern: decorate + show off Haco niwa, GREE, Inc. Omiseya-san, Geisya-tokyo
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  • 37. Social pattern: Random matchup Setolrin from DeNA Suggesting connections for your avatar to “sumo-” with More apps you register feed back into your setolrin so they learn new tricks.
  • 38. Identity pattern: Avatar imitation Setolrin from DeNA
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  • 42. Viral pattern: Invite friends bonuses Yokoso my kitchen from CF Kaito- Royal from DeNA Pirates Treasure from DeNA
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  • 46. Game Pattern: mini-game grinding Uma-tomo from Q-entertainment
  • 47. Pattern: mini-game grinding Kaizoku treasure from DeNA Equip Battle Get item + EXP Different enemies more suitable to the player you have built
  • 48. Game pattern: collection Minnano mushi collection from ngi
  • 49. Game Pattern: collection book ( 図鑑) HoshiTsuku from DeNA Kaizoku Treasure from DeNA
  • 50. Game patterns Gameplay  -> Social -> Anti-social & spam WIN!
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  • 52. Game pattern: Lucky item and completion
  • 54. Billing Flow with Mixi Points If you don’t currently have any Mixi points on your Mixi account, just enter a 4 digit PIN and the amount goes on your phone bill Otherwise go straight to the mixi confirm screen. Game provider can decide different pricing for items. Eg here we have 10 stars for 100 coins or 33 for 300 Mixi screen to confirm you want to hand over mixi points to this game provider Success! And link back to the game
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  • 56. Pikkle Virtual Goods examples Consumable items Gifts with hidden contents! Bundling and special offers Seasonal campaigns and limited period goods
  • 57. Offer Walls from Adways 1 Get virtual currency ! App page in SNS 2 Ad page in social app Ad offers
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  • 60. Mobile Proxy server tubes Game server Mixi proxy server Carrier gateway SNS API server OpenSocial REST API Cannot access from developer’s PC, only a Japanese mobile phone via carrier’s gateway
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  • 66. Pikkle investors and partners Ameba KDDI Gree Pikkle’s 5 major investors are a who’s who of the japanese mobile social landscape. We are the largest single investment for Mixi’s app fund, and share a board member. We also have a joint-venture with Adways, japan’s largest offer-ad network.
  • 67. Partner with Pikkle! Partner with us to launch your titles in Japan! Contact: David ‘dc’ Collier | [email_address] Business Network Investor or board-level relation with all platforms Solid financial backing with startup passion! Joint Development Proprietary technology for dynamic mobile flash Bilingual engineering staff Know the ins and out of all Japanese devices Intimate pals with Mixi’s proxy server Service Operation Content refresh timed to Japanese events Community management and user support Constant tweaking of the viral channels Metric analysis and tweaking of payment funnel
  • 68. Thank you! Introductions… Partner with us to launch your titles in Japan! Contact: David ‘dc’ Collier | [email_address] ご清聴ありがとうございます This presentation will be posted on pikkle.com