Mobile Game Asia 2015 Ho Chi Minh City

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Leveraging Vietnam for
a Global Gaming
Business
Mobile Games Asia
Ho Chi Minh City
July 10
th
, 2015
DeNA Singapore
DeNA Hanoi
Tetsuya Mori
Strictly confidential

2. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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A Little Bit About Myself
Run DeNA Singapore/Hanoi
Game Studio
Co-creator of Java 2ME @Sun
Microsystems
Ex Venture Capitalist
Ex FPT Software board of
director
First exposure to Vietnam – 1996
in the US
Experience in Vietnam since
2008, continuously
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3. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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DeNA Hanoi – Who We Are
Not an off-shore contract engineering sweatshop
Not a porting factory
Not a game publisher for Vietnamese market
DeNA Hanoi is THE main development arm of DeNA
Singapore/Hanoi Studio
- Specialized in mobile social game development and
operations
- Target global markets
- Takeover successful titles in the leading gaming market
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4. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Game Design
Engineering
Art Direction
Art Creation
QA
Game operation analysis
Localization
Publishing
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Singapore and Hanoi 2-in-1
DeNA Proprietary and Confidential
Singapore
Singapore
Singapore
Singapore
Singapore
Vietnam
Vietnam
Vietnam
Vietnam
Multi-national
50+ staff
All Vietnamese
100+ staff

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Our Team in Hanoi
DeNA Proprietary and Confidential

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Our Titles
DeNA Proprietary and Confidential
D.O.T. for US, Korea, Taiwan Blood Brothers for US and China
Marvel War of Heroes for US Rage of Bahamut for US

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Our Own Dien Bien Phu
DeNA Proprietary and Confidential
Latest Project
- For Japan – DeNA’s Home market
- Earlier stage take over
- Higher hardle
- SIN/Hanoi best team formation

8. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Our Own Dien Bien Phu
DeNA Proprietary and Confidential
Latest Project
- For Japan – DeNA’s Home market
- Earlier stage take over
- Higher hardle
- SIN/Hanoi best team formation

9. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Transformation
- From Contract Engineering House to Studio
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End
UsersGame Studio
End
Users
Contract
Engineering
Team
Customer
Marketing
Team
Customer
Development
Team

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Transformation
- From Contract Engineering House to Studio
10
End users not in sight
No sense of ownership
One-off mentality
Priority on delivery schedule
Quality – ‘just works’
No continuation for future
End
UsersGame Studio
End
Users
Contract
Engineering
Team
Customer
Marketing
Team
Customer
Development
Team

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Transformation
- From Contract Engineering House to Studio
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End users dictate our lives,
every day, every moment End
UsersGame Studio
End
Users
Contract
Engineering
Team
Customer
Marketing
Team
Customer
Development
Team

12. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Transformation – great success
Global market experience – the best in Vietnam
Social game live operation expertise – the best in
Asia
Technical level – almost on par with DeNA HQ
Studio
Team cohesiveness – one of the best in Vietnam
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So Far, So Great

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Avoid Dangerous Trap
Time
Level
Global Standard
Vietnam Standard
(Expected)

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14
Level
Global Standard
Vietnam Standard
(Expected)
Time
VN cost base
Vietnam Standard
(Factored in cost
increase)
Price-Performance Trap
Avoid Dangerous Trap

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DeNA Proprietary and Confidential

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