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
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 email@example.com • www.maqleurope.com
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
11Different Game Genres • Dating Simulations • Idol Raising Games • Card Battlers
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
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
28Team Battles15% of users want tospend money to helpthem contribute to ateam or community
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
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?
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
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• 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
34Ask me now or…firstname.lastname@example.org@hholmwood