How NetEase transformed itself from a PC gaming company in China to a PC and Mobile gaming company globally.

1. Game Platform Transformation
David Ting
9/27/2015

6. Who is NetEase

7. 1997
2000
2001
2002
2003
Founded
PCU=1.26 M
User=310 M
PCU=2.71 M
2011
2009
User=80 M
User=100 M
Online Game
NASDAQ：NTES
2014
All in Mobile
Going Global
2008-now
Blizzard Partner
Company History

8. Service RankWebsites & Apps
No.1Email
No.1News
No.1Education
No.2Music
No.3IM
NetEase: Leading Services Provider

9. Overseas Publishing
Self-development Investment
Co-developmentLicensed Game Publishing
Provide the TOP quality Game Content to Our Users
Top Game Developer & Publisher
Game First, Game Everywhere

10. 100+
Top 10 Game Company in the World
The Largest Game Developer in China: 5000+ engineers
Rich Pipeline

11. Developer
Room
Apple Store
Event
Featured Titles（15+）
Recognition from App Store

12. Best of 2014 in App Store
Best of 2014 in App Store
Product Page of
Fantasy Westward Journey
Top Products in 2014 and 2015

13. 310 Million (Population of USA)Registered Users
2.71 Million (Population of Chicago)PCU
23 MillionRegistered Users
2.04 MillionPCU
$313 Million USDGross Revenue
First 60 days:
Transition a PC Success to Mobile

14. Game Grossing No. 4
in Global App Store, April 2015
Company Grossing No. 5
in Global App Store, April 2015
Based on AppAnnie
Now a Top Grossing Publisher

15. Amazing Response in US
Fantasy Westward
Journey has reached a
high of 27 on the US
Games overall grossing
chart without any
marketing and
translation

16. Mobile
PC growth slows,
and mobile growth
is explosive
Mobile is casual,
fragmented game
play sessions,
smaller emphasis on
social elements
Platform DifferencesShift in Demand
Platform Transition

17. Achievement
Esteem
Love/belonging
Safety
Fulfillment
Development
Belonging
Subsistence
Top-level player
High-class player
Ordinary player
Fulfill Diversified Demands
Game Design Meet the Demand
PK Competition
Clan War
Cross-server PK
Top PK Competition
Achievements
Home Marriage
Clan Friend Avatar
Daily Play
Benefits
Money
Fully Interactive World

18. Jade Gold Silver
￥1 = 10 Jade
1 Jade = 100 Gold 100 Silver = 1 Gold
Stable Game Society Stable Economic System Stable Currency Value
Tradable
Currency
RMB purchase Players produce
Control the amount of Gold to maintain a stable currency value
Economy Design
Each player can only purchase 200 gold chests per day,
and only 10,000 chests are available each day per server

19. • Need house before marriage
• House needs decoration
• Friends invited to a party
• Need money to raise family
Non-violent game play strongly
appeals to both genders.
“The Sims” Based in Chinese Myth

20. Skill Requirement on Social Activity

21. • Rich Gameplay
Pets
Fishing
Chess
SchoolProtection
Guilds
Clans
Banking
Marriage
Give Birth
Buy House Construction
Quests
Raw Materials
FengShuei
Tailor
Farm
Forge
Furniture
Cook
Trade
Craft Gems
Duel
…
Medicine
Dye Hunt Ghosts
Trade
Treasure Hunt Casual Games
Raise kids
Crafting
Division of Labor Produce and Consume Sense of Accomplishment
Make Social Interation Core
Player Stickiness
Player Stickiness
Virtual Society

22. Mobile
Feature Changes：
- Simplify control: Path finding, auto-combat, chests open
automatically, auto-provisioning
- Common UI components
- Optimize the experience on smaller screen (ie: Trading)
- Shorten combat duration
- Added auto leveling
• Based on mobile design pattern
Designed for Mobile

23. Mobile
Differences：
- Many events require teams
- Large number of clan activities
- Improve the chat system. Added in voice chat, lowered
level requirement for chat and changed tradition mobiles
simulated social interaction to real-time interaction
• Require real-time social and team interaction
Deviation from Mobile Cliché

24. Mobile
Art Changes：
• Modernized the Art. Example, Goddess of Forgetfulness
Modernize

25. Mobile
Stickiness Stable Economy
Create durable and stable PC game on mobile
Encouraging
results Rare pet listed for trade：$1,100 USD
Similar to PC, many items are above $1,000 USD
Built for Stability

26. Continue With an Eye to Innovation

29. Speedy Ninja Launch

30. Launched at PAX

31. Culturalization
The image on the left is too similar to the western
Chewing Gum brand “5 Gum”. The new image shown
right.
These weapons are both too close to the
intellectual property of Apple, and Lucasarts. Our
revised images are shown on the right.
Changes to adhere to IP and copyright law: Replacing single character words with symbols:
These images from the game can’t be
represented by a single english word. We
replaced them with symbols that are
understandable and will not require
further translation.
The first image is from a projectile in the
game. This is too similar to the Nazi
Swastika, and so we had to change it.
Correcting culturally offensive assets:
Due to app store policies, and the general
perception of smoking in the west, we
also removed the cigarette from
Archimedes (who we call Clucky)

32. How Do We Select The Name
Ninja Must Die 2
Survey results:
Respondents are not attracted to ‘Ninja Must Die 2’ as a
mobile game name.
Approximately 40% of respondents from all countries
indicated they were ‘not at all’ attracted to this name.
After seeing a description of the game respondents either
did not change their original rating or lowered it.
One-third of parents would not let their child play a game
with this name.
Over 80% of respondents misunderstood the theme of the
game based solely on seeing the name ‘Ninja Must Die 2’
‘Killing Ninjas’ was the assumed theme of the game given
by 47% of those extremely likely to play the game.

33. Sample Test Icons for Speedy Ninja
Control Icon (China)
App Store Icons - Art Reference

34. 5 Star Weapons
1/200 Chance
$840 or 5208 RMB
x50
1/227 Chance (Each)
$4,828
x20
1/274 Chance (Each)
$2,336
x280 $4.20
Character Skin
x30 $0.43
Epic Chest Fish Lotto
$7,164 or 44,417 RMB
Overall, the price range for items inside
the game are priced considerably higher
than what western players are
comfortable and experienced paying. In
our analysis for the game economy, we
found that getting high quality items can
cost as much as $840, and unlocking the
most rare Skins for a character can cost
thousands of dollars.
One of our major goals in our launch is
tuning and balancing the game
economy, so that players feel that they
get good value for their money.
Economy Balance

35. 谢谢!
Thank you!
David Ting
NetEase
General Manager, North America
david@corp.netease.com