Introduction to Game Tuning
and
Design Tips for iPhone Apps
Ninjava Meeting 2009/06/04
Taisuke Odajima

Who am I?
• My name is Taisuke Odajima
• Former employee of Sarugakucho, a Game Tuning Company
• Actually helping the business operation of APPLIYA

Today’s topics
• Introduction to game tuning
• Design tips of iPhone apps
• Overview of iPhone apps market

Introduction to game tuning

Core Concept of game tuning
Improve game quality to fit various needs from different
types of consumers.
Main topics:
-Game design
-Usability

Game design key points

Game design key points
Convincing objectives
Create player motivation
Offer rewards
Create connection between player
and the characters

Game design key points
Final goal
Passing point
Passing point
p g
e in
Passing point e t
K va s
ti ser
o u
Passing point m e
th

Game design key points
Culturalize
Appropriate to the main target
Choice of the platform
Adjust learning curve

Game design key points
“Less is more”

Usability key points

Usability key points
Emphasized reactions
Make things explicit
Use animations
Draw attention to what the player has
to do next

Usability key points
Don’t change the control
Be consistent
Same color same meaning

Usability key points
Always react to user’s input

Usability key points
Don’t forget to use “sounds”

A perfect example

Design tips of iPhone apps

Cardinal Rules
Easy to understand Record oriented
Addiction
Short round Sure progress

Rule 1: Easy to understand
Simple rule Simple control Clear obejective

Rule 2: Record oriented
Remind record Easy to compare Intuitive score

Rule 3: Short round
Can play anytime Want to repeat Can show to friend

Rule 4: Sure progress
More than luck Open to anyone Time > Skill

Other tips
• Make sure the user can resume game
• No time rag after user’s input
• All necessary information inside the app
• Make the user want to show the app to friends

Overview of iPhone apps market

Most sustainable apps in Japan
Stabilize
Apr. 2009

Most sustainable apps in US
Stabilize
Jan. 2009

Number 1 app in Japan
15 days max, mostly less than 10 days

Number 1 app in Japan
FingerPiano 2008/11/14 2008/11/29 15
WifiTrak 2009/02/12 2009/04/25 13
LCD Clock 2008/12/07 2008/12/18 12
Wobble 2009/01/30 2009/02/11 10
2009/04/14 2009/04/24 10
Flight Control 2009/04/05 2009/04/13 9
Top 100s by Year 2008/11/05 2008/11/13 9
Enigmo 2009/04/30 2009/05/08 8
iClouds 2008/10/27 2008/11/03 8
2009/05/14 2009/05/21 8

Number 1 app in US
Usually more than 10 days, can go more than 25days

Number 1 app in US
Flight Control 2009/03/29 2009/04/23 25
The Moron Test 2009/05/05 2009/05/28 24
Pocket God 2009/03/06 2009/03/28 21
Ocarina 2008/11/12 2008/12/01 19
Enigmo 2008/12/02 2008/12/19 18
iShoot 2009/01/13 2009/02/07 18
Moto Chaser 2008/10/21 2008/11/05 16
iFart Mobile 2008/12/23 2009/01/12 10
StickWars - 2009/04/24 2009/05/04 10
Siege
LightBike 2009/02/08 2009/02/16 9

Genre

Top 100 apps genre in Japan

Top 100 apps genre in US

Pricing

Average price of top 100 titles
Japan US

TOP 100 apps price
Japan

TOP 100 apps price
Japan US

TOP 10 apps price
Japan

TOP 10 apps price
Japan US

Options to consider
• Sell a lot for a cheap price in the US
• Sell small but for an expensive price in Japan

APPLIYA’s strategy

Basic plan
Contents
Application Platform (Engine)
APP

Engines we have

Reward to the developers
Application Platform (Engine)
Many apps using same application platform

Reward to the developers
Pay the developer based on the
accumulated DL

Thank you for listening
todajima@appliya-inc.com