This document discusses the importance of just-in-time operation for social games. It emphasizes blazing through the PDCA (plan-do-check-act) cycle on a daily basis by using user data to plan adjustments, implementing changes, checking results, and acting to begin the next cycle. Key aspects of operation include optimizing user stress levels, segmenting users, and running frequent in-game events to drive sales. Sales are broken down into key performance indicators like installations, retention rate, pay rate, and average revenue per paying user that must each be improved to increase overall revenue.

1. Just-in-time Operation in
Social Games
gloops Vietnam
CEO
Eiji Okuda

2. Agenda
● About gloops Group
● Basics of social games
● Just-in-time operation of social games

3. About gloops Group

4. Marketing
Studio

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. Games released in Japan

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. 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

10. Games developed in Vietnam
Legend Cards for Facebook
・ Released on Facebook
platform
・ Written in HTML5
・ Can be played on mobile or
PC web browsers
・ Operating in Vietnam for
international market

11. Games developed in Vietnam
Legend Cards for Mobage
・ Ported Legend Cards to Mobage platform
・ Currently available only on Android
・ Coming soon to iOS

12. Games developed in Vietnam
Maxx Commando for iOS and Android
・ Japanese-style card battle game
・ First original IP developed in Vietnam

13. Games developed in Vietnam
・ Another title from gloops Vietnam
・ Coming soon!

14. Basics of social games

15. What is social game?
A type of online game that is played with
friends through social networks
* Farm Ville (Zynga)

16. 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

17. 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

18. Basic KPIs of social games
Break down sales into smaller pieces:
DAU Pay UU Sales
Sales = Install X X X
Install DAU Pay UU
= Install X Retention Rate X Pay Rate X ARPPU
In order to increase sales, we need to
improve each number.

19. 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.

20. 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

21. 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)

22. 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.

23. Just-in-time operation of social games

24. 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

25. 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

26. User Stress-Management
Play Free
User should have appropriate stress
(Not too hard, not too easy)
Cash Point
Stress
・ Cannot win ・ Can get stronger!
・ Cannot proceed ・ Can go further!
・ Too hard ・ Easy and fun!
Frustration! This is not fun, I’m quitting!

27. 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

28. User segmentation
・ Special VIP shop for players in S
・ To increase segment C players, sell $0.50 items
(to remove psychological barrier for payment)

29. 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

30. In-game Event
Sales
Sub-event
Event 1 Event 2
Date

31. In-game Event
The number of users who completed each stage in an
event:

32. Summary

33. 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

34. Summary
・ In-game events are very important
・ Adjust game parameters according to
actual data

35. Thank you!