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How a Japanese Mobile RPG Made it Big Outside Japan (DeNA)
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How a Japanese Mobile RPG Made it Big Outside Japan (DeNA)

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  • 1. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.Blood BrothersMattersHow a Japanese Mobile RPG Made itBig Outside Japan21stMay, 2013DeNA SingaporeManaging DirectorTetsuya Mori
  • 2. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.2Blood Brothers Matters to the WorldNo.1 in 33 Countries** GooglePlay
  • 3. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.3Blood Brothers Matters to JapanA win without a Japan leverageSuper MarioFinal FantasyRage ofBahamutBloodBrothersWin!Win!HardwarePushHardwarePushNo hardwareleverageNo hardwareleverageNo regionalleverageWin!Win!Win!Win!Win!
  • 4. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.4● Revenue keeps increasing!● ARPU keeps climbing!● Why?Wow!Blood Brothers Matters to DevelopersBecause it makes good money
  • 5. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.5Blood Brothers Matters to DevelopersEvents 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
  • 6. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.6You’rekidding…Blood Brothers Matters to DevelopersDouble ARPU during events
  • 7. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.7Raid Bosses Special Dungeons PVP EventsBlood Brothers Matters to DevelopersPrepare several different events
  • 8. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.81. Leaderboards2. Separation into groups3. Incentivizing effort4. One day, one match5. Rewarding effortBlood Brothers Matters to DevelopersKey Event Design PointsMake the player’sgoal clear andattractive
  • 9. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.9Blood Brothers Matters to DevelopersStructuring and Managing LeaderboardsWhybother?Whyworry uphere? Just alittlefurther!Into smaller groups
  • 10. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.10Blood Brothers Matters to DevelopersGiving smart incentivesMore points for successive wins.Double points while the crowd cheers.1Pt2Pt3Pt2X
  • 11. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.11Blood Brothers Matters to DevelopersDon’t get players tired or boredA week-long match against the same opponent is too longOne day One match3-4 different events a month
  • 12. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.12Blood Brothers Matters to DevelopersGive rewards with leveragesBoost!+1% to +40%Increasingly fewerpromotions as you go upNot thateasy to stayat the top!Higher Rank= Bigger StatBoost
  • 13. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.13Blood Brothers Matters to DevelopersIt 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 managementArt ScienceActively Managed Games-As-A-Service
  • 14. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.14DeNA HQ StudioDeNA SingaporeDeNA HanoiActively ManagedGames-As-A-ServiceCore competencetransferthrough participativedevelopment and gameoperationsand more…Blood Brothers Matters to South East AsiaDeNA transfers its core competence
  • 15. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.Come and join DeNA as players,developers, and employees!15

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