Just-in-time Operation in Social Games

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  • 日本:400人
    ベトナム:60人
    アメリカ:30人
  • 19タイトル
  • Just-in-time Operation in Social Games

    1. 1. Just-in-time Operation in Social Games gloops Vietnam CEO Eiji Okuda
    2. 2. Agenda ● About gloops Group ● Basics of social games ● Just-in-time operation of social games
    3. 3. About gloops Group
    4. 4. Studio Marketing
    5. 5. About gloops Inc. ・ gloops Inc. was founded in 2005 ・ #1 social game developer on Mobage Platform ・ 400+ employees (As of June 2012) ・ We are seeking fun!
    6. 6. Games released in Japan
    7. 7. Games in Japan As of June 2012: ・ Released 19 titles in 2.5 years ・ Total Users: 20 million ・ MAU : 3.0 million ・ Sales : ???
    8. 8. About gloops Vietnam Co. Ltd. ・ gloops Inc’s first subsidiary outside of Japan ・ Founded in Dec 2011 ・ 60 employees (as of June 2012) ・ Show our value to the world ・ Develop and operate social games for global market
    9. 9. Games developed in Vietnam ・ Released on Facebook platform ・ Written in HTML5 ・ Can be played on mobile or PC web browsers ・ Operating in Vietnam for international market Legend Cards for Facebook
    10. 10. Games developed in Vietnam ・ Ported Legend Cards to Mobage platform ・ Currently available only on Android ・ Coming soon to iOS Legend Cards for Mobage
    11. 11. Games developed in Vietnam Maxx Commando for iOS and Android ・ Japanese-style card battle game ・ First original IP developed in Vietnam
    12. 12. Games developed in Vietnam ・ Another title from gloops Vietnam ・ Coming soon!
    13. 13. Basics of social games
    14. 14. What is social game? A type of online game that is played with friends through social networks Farm Ville (Zynga)*
    15. 15. What are the features of social games? ・ Interact with other users through asynchronous gameplay ・ Usually only play in 5 minute segments ・ No end to the game ・ Can modify the game anytime ・ Can open in-game events
    16. 16. Importance of operation Since gameplay can be modified at anytime, prompt analysis and support are very important. ・ Analyze real-time data and use results to immediately enhance game play ・ Open events consistently enough to prevent players from becoming bored
    17. 17. Basic KPIs of social games Break down sales into smaller pieces: Sales = Install X In order to increase sales, we need to improve each number. DAU Pay UU Sales Install X DAU X Pay UU = Install X Retention Rate X Pay Rate X ARPPU
    18. 18. Basic KPIs of social games 1. Installation ・ How you can increase install: - Advertisement - Word of mouth - Review - Invitation ・ Aim to acquire loyal users. ・ Organic users are the best.
    19. 19. Basic KPIs of social games 2. Retention Rate ・ Give players benefit of coming back to the game: - Login Bonus - Come back” campaign“ ・ Find drop-out point and fix it ・ Tutorial drop rate is always pretty high ・ Adjust the balance of the game
    20. 20. Basic KPIs of social games 3. Pay Rate ・ Add more cash points, especially for inexpensive goods (e.g. starter pack, etc.) ・ Open sale shop ・ Add new items to the shop (and advertise)
    21. 21. Basic KPIs of social games 4. ARPPU (Average Revenue Per Paid User) ・ Add more cash points, especially for expensive goods: - Bundle pack - Premium item - Etc.
    22. 22. Just-in-time operation of social games
    23. 23. PDCA Cycle (Plan Do Check Act) We need to blaze through the PDCA cycle! ・ We accumulate user action history all the time ・ We must respond to user needs immediately ・ Daily PDCA: “Plan” in the morning with data from last night “Do” in the afternoon/evening “Check” the results next day “Act” by going back to next PDCA cycle
    24. 24. PDCA Cycle (Plan Do Check Act) Plan: The most important! When you make a plan, always make a clear objective. Then you’ll know where to look for progress. Prepare for “Check” in Plan phase In the course of Do”, you can Check” progress“ “ in real time. Blaze through PDCA cycle
    25. 25. User Stress-Management Play Free Frustration! This is not fun, I’m quitting! Stress ・ Cannot win ・ Cannot proceed ・ Too hard Cash Point ・ Can get stronger! ・ Can go further! ・ Easy and fun! User should have appropriate stress (Not too hard, not too easy)
    26. 26. User Stress-Management Change parameters every day according to actual data: ・ Everyday, check user progress in the game - Number of rare items - Number of users who completed each stage   ・ If it is too easy or too difficult, adjust game parameters to balance the game ・ Add another stage when a certain amount of users complete all stages
    27. 27. User segmentation ・ Special VIP shop for players in S ・ To increase segment C players, sell $0.50 items (to remove psychological barrier for payment)
    28. 28. In-game Event ・ Open in-game events 2–3 times per month ・ To release new events on time without updating the game, most parts of the game are built with HTML
    29. 29. In-game Event Sales Date Event 1 Event 2 Sub-event
    30. 30. In-game Event The number of users who completed each stage in an event:
    31. 31. Summary
    32. 32. Summary ・ Just-in-time operation is the key to success in social games ・ Blaze through the PDCA cycle ・ Break down sales into smaller KPIs: Installations, Retention Rate, Pay Rate and ARPPU
    33. 33. Summary ・ In-game events are very important ・ Adjust game parameters according to actual data
    34. 34. Thank you!

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