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

    1. 1. 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
    2. 2. 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. 4. 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. 5. 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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    9. 9. 9Mobile Social Networks • Play games against people who want to play them • Not spamming your real-world friends
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    11. 11. 11Different Game Genres • Dating Simulations • Idol Raising Games • Card Battlers
    12. 12. 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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    20. 20. 20Some KPIs (approx) • Mature PC browser games in Japan • Over 2 years old • In excess of $200 ARPPU (per month) • Retention rates 70%+
    21. 21. 21Mobile Versions • Retention rates much lower (40-50%) • ARPPUs still strong ($150+)
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    23. 23. 23Mechanics• Time gating• Collection• Upgrading /merging• Rarity• All seen in western games too• Flexibility in payment types
    24. 24. 24Mechanics Not Presentation
    25. 25. 25Gacha
    26. 26. 26KompuGacha
    27. 27. 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
    28. 28. 28Team Battles15% of users want tospend money to helpthem contribute to ateam or community
    29. 29. 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
    30. 30. 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?
    31. 31. 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
    32. 32. 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. 33. 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
    34. 34. 34Ask me now or…harry@maqleurope.com@hholmwood

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