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Social Gaming & Gambling Summit - London Harry Holmwood

Social Gaming & Gambling Summit - London Harry Holmwood







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  • Some genres we are not used to seeing here, although we’re seeing successful examples with some of these.
  • So, these are the differences. But actually we are converging to the same point – smartphones are replacing featurephones, we’re all ending up with Apple and Android devices. Japanese developers are using Unity to make their games, just like we are.The cultural differences? Well…
  • Pachinko – first time I went to JP in 1996 it just made no sense. Noise, repetition, no skill.But – realise there was a gambling element, and it’s not so different from the rows of people I see sat in Vegas casinos feeding the slots.AND…

Social Gaming & Gambling Summit - London Harry Holmwood Social Gaming & Gambling Summit - London Harry Holmwood Presentation Transcript

  • East Meets West Lessons from Japan Harry Holmwood CEO, Marvelous AQL EuropeMarvelous AQL EuropeUnion House, Eridge Road, Tunbridge Wells, UK • phone: +44 (0) 1892 513407• fax: +44 (0) 1892 800050info@maqleurope.com • www.maqleurope.com
  • 2East Meets West • Who we are • Why Japan is different from the west • Why Japan is the same as the west • Why we should care • What we can do
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  • 4“Little Kings Story is a game of stunning breadth,imagination and slickly implemented design, and filled withan envious degree of heart and soul. 10/10. ” D-PAD 87 metacritic out of 100
  • 5“No More Heroes is a love letter to 83videogames that never grows old, tired, ordull. 93%. ” Nintendo Gamer metacritic out of 100
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  • 9Mobile Social Networks • Play games against people who want to play them • Not spamming your real-world friends
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  • 11Different Game Genres • Dating Simulations • Idol Raising Games • Card Battlers
  • 12The Differences • Less history of PC/mouse • Phones primary way to access content • More powerful phones in early 2000s • Gaming on phones more advanced, earlier • Payment by phone culturally normal • Game-focused social networks • Play against strangers • Strong service culture • Different game genres
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  • 20Some KPIs (approx) • Mature PC browser games in Japan • Over 2 years old • In excess of $200 ARPPU (per month) • Retention rates 70%+
  • 21Mobile Versions • Retention rates much lower (40-50%) • ARPPUs still strong ($150+)
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  • 23Mechanics• Time gating• Collection• Upgrading /merging• Rarity• All seen in western games too• Flexibility in payment types
  • 24Mechanics Not Presentation
  • 25Gacha
  • 26KompuGacha
  • 27Improving GachaMonetization • Kompu Gacha delivered the best monetization • But it’s not allowed in Japan any more • Be careful, let’s avoid a backlash • Temporarily increase probability of rare items • Can deliver a 10* ARPPU increase/day
  • 28Team Battles15% of users want tospend money to helpthem contribute to ateam or community
  • 29Retention • 7-day retention is early sign of success • (percentage of users logging in daily for 7 days) • Biggest titles have achieved 40% 7-day-retention • Going on to generate 1bn Yen + ($12m+) revenue
  • 30Make it Fun • Retention is the most important KPI • But it’s also the hardest to fix • 150 new games each day • What did you do today to bring users back? • Were you the most interesting thing they saw on their phone?
  • 31Improving Retention • Login bonus • Achievements and rewards • Team battles • Regular events • Give away rare item as tutorial is finished • These will help, but won’t dramatically improve retention if people aren’t having fun
  • 32Think Long Term• Some games take 8-10 months to get to peak performance• Social games really are a service – your team will be on them forever• Be patient• Acquire users only when you’re ready• Budget for all of this• Or partner with someone
  • 33• The future is exciting but… • 2013 will be the hardest year the industry has ever had • User Acquisition model is broken, but you still have to do it • Development costs are rocketing • You need deep pockets to buy the time to succeed• Long term partnerships are essential
  • 34Ask me now or…harry@maqleurope.com@hholmwood