Ogdc 2013 the importance of in game event
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Ogdc 2013 the importance of in game event Ogdc 2013 the importance of in game event Presentation Transcript

  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. Blood Brothers Matters How Did It Win 33 countries? 20th July, 2013 DeNA Singapore DeNA Hanoi Tetsuya Mori
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 2 Blood Brothers Matters to the World No.1 in 33 Countries* * GooglePlay
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 3 Blood Brothers Matters to Japan A win without Japan Super Mario Final Fantasy Rage of Bahamut Blood Brothers Win! Win! Hardware Push Hardware Push No hardware leverage No hardware leverage No regional leverage Win! Win! Win! Win! Win!
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 4 ● Revenue keeps increasing! ● ARPU keeps climbing! ● Why? Wow! Blood Brothers Matters to Developers Because it makes good money
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 5 Blood Brothers Matters to Developers Events 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. 6 You’re kidding… Blood Brothers Matters to Developers Double ARPU during events
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 7 Raid Bosses Special Dungeons PVP Events Blood Brothers Matters to Developers Prepare several different events
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 8 1. Leaderboards 2. Separation into groups 3. Incentivizing effort 4. One day, one match 5. Rewarding effort Blood Brothers Matters to Developers Key Event Design Points Make the player’s goal clear and attractive
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 9 Blood Brothers Matters to Developers Structuring 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. 10 Blood Brothers Matters to Developers Giving 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. 11 Blood Brothers Matters to Developers Don’t get players tired or bored A week-long match against the same opponent is too long One day One match 3-4 different events a month
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 12 Blood Brothers Matters to Developers Give 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. 13 Blood Brothers Matters to Developers It 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. Five Don’ts Don’t Get Players Lost Don’t Get Players Bored Don’t Get Players Overwhelmed Don’t Get Players Exhausted Don’t let top players feel too secure and too comfortable 14 Khong Duoc!
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 15 DeNA HQ Studio DeNA Singapore DeNA Hanoi Transfer skills and experience through hands on training and more… Blood Brothers Matters to Vietnam DeNA Hanoi Plays an Important Role Support game development and global service operations
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. DeNA Hanoi – From Punch to DeNA  Acquisition 11/2011  A big culture change – from software outsourcing house to game studio  Integrated with Tokyo, Singapore, and Shanghai studios  Serving US, Korea, China, and Taiwan markets 16
  • Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. Come and join DeNA as players, developers, and employees! 17