how a japanese mobile rpg made it big outside japan (dena)
Post on 17-Oct-2014
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Blood Brothers MattersHow a Japanese Mobile RPG Made it Big Outside Japan
21st May, 2013DeNA SingaporeManaging DirectorTetsuya Mori
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to the World No.1 in 33 Countries*
* GooglePlay
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Blood Brothers Matters to JapanA win without a Japan leverage
Super Mario
Final Fantasy
Rage of Bahamut
Blood Brothers
Win!
Win!
Hardware Push
Hardware Push
No hardwareleverage
No hardwareleverage
No regionalleverage
Win!
Win!
Win!
Win!
Win!
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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● Revenue keeps increasing!● ARPU keeps climbing!● Why?
Wow!
Blood Brothers Matters to DevelopersBecause it makes good money
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Blood Brothers Matters to DevelopersEvents make a difference
● Games inside a Game● Different game play● Special set up● Limited rare items
● Limited time offering
● Multiple times a month
● Unique event each time● Competitive and cooperative● Feeling of growth & power
● Active user group management
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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You’re kidding…
Blood Brothers Matters to DevelopersDouble ARPU during events
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Raid Bosses Special Dungeons PVP Events
Blood Brothers Matters to DevelopersPrepare several different events
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1. Leaderboards2. Separation into groups3. Incentivizing effort4. One day, one match5. Rewarding effort
Blood Brothers Matters to DevelopersKey Event Design Points
Make the player’s goal clear and
attractive
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to DevelopersStructuring and Managing Leaderboards
Why bother?
Why worry up
here? Just a little
further!
Into smaller groups
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to DevelopersGiving smart incentives
More points for successive wins.Double points while the crowd cheers.
1Pt
2Pt
3Pt
2X
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to DevelopersDon’t get players tired or bored
A week-long match against the same opponent is too longOne day One match
3-4 different events a month
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to DevelopersGive rewards with leverages
Boost!+1% to +40%
Increasingly fewer promotions as you go up
Not that easy to stay at the top!
Higher Rank = Bigger Stat Boost
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to DevelopersIt is a service!
• Game concept • Game design• Visual presentation• Audio presentation
• Monetization architecture• Continuous event operations • Dynamic user management• Analytics driven game-balancing • KPI based game life management
Art Science
Actively Managed Games-As-A-Service
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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DeNA HQ Studio
DeNA SingaporeDeNA Hanoi
Actively ManagedGames-As-A-Service
Core competence transfer
through participative development and game
operations
and more…
Blood Brothers Matters to South East AsiaDeNA transfers its core competence
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Come and join DeNA as players, developers, and employees!
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