Naoki Yamamoto

Mobile Social Game
Industry Trend

October 25, 2012

Copyright © GREE, Inc. All Rights Reserved.

Agenda

1. GREE Introduction

2. Social Game Evolution

3. Social Game Market Trend

4. GREE Platform

1

GREE: Mobile Social Game Pioneer

SNS Avatar
Smartphone

Feature phone In-House Social Games

PC

3 rd Party Social Games


GREE overview

Established 8 years ago Launched first ever mobile social
(2004) game Tsuri-Sta (Fishing Star)
（May 2007）

1,864 employees Social game platform (distribution
(3x the size of previous year) up to 169 countries)
*As of June 2012; group-wide total

Listed on the Merchandising:
Tokyo Stock Exchange GREE cartoons and goods
（June 2010）


Company Financial Trend

Millions of yen
Yen 158,200M =
US$2.0B
1,800

158,231
1,600
1 00 0
6,0

1,400
1 00 0
4,0
In 5 years sales
1 00 0
2,0
1,200 have grown 500x!
1 00 0
0,0
1,000

82,729
800
8,0
00 0
64,178
600
6,0
00 0

400
4,0
00 0 35,231 31,135

19,578
200
2,0
00 0 13,945
8,361
2,9371,049
22 107 323
0
2005.6 2006.6 2007.6 2008.6 2009.6 2010.6 2011.6 2012.6

Sales Operating Profit


11 Offices in 10 Countries

Vancouver Amsterdam
San Francisco Beijing
London
Seoul

Tokyo

Singapore

São Dubai Osaka
Paulo

GREE, Inc.
Tokyo Office


GREE, Inc.
San Francisco Office


GREE, Inc.
Seoul Office


Agenda




4. GREE Platform

13

The origin of social games

Social games emerged from the convergence of
hardware/software and infrastructure technology

Console

Console games

PC

Broadband
？
Mobile
Social gaming

3G


The evolution of smart devices

Smartphones already approaching consoles
in performance

Now

Smartphone
Console

*source: NVIDIA Corporation

Coevolution of devices and social gaming

Game models continuing to evolve alongside
device and network innovation
Penetration of Golden era of Penetration of Evolution of
Featurephones
feature
Phone feature hones smartphones smartphones

？
2G: Pay-per-use 3G：Unlimited 3G：Unlimited
data plans data plans data plans LTE etc.


Emphasis on gameplay and storyline

Move beyond casual communication to greater
emphasis on gameplay and storyline

Introduction of gameplay Increased emphasis on gameplay
Emphasis on communication
and storyline and storyline

Simulation Action
Action Pet-raising RPG Simulation

？

Fishing Star Clinoppe Cerberus Age Dragon Ark


MONPLA SMASH


War Corps


Puffy Puppy


Wacky Motors


Wacky Pilots


Agenda




4. GREE Platform

27

The shift to mobile internet

Mobile will drive internet access

Mobile Internet access as a proportion of
Global shipments of PCs and smartphones
overall Internet traffic (global)
Millions of units

600 12% 10%

500 10%

400 8%
5%
300 6%

4%
200 2%
2%
100
0%
0
2005 2007 2009 2011 2013
2010/4
2010年4月 2011/4
2011年4月 2012/4
2012年4月

PC SP
Source: Morgan Stanley「Mobile Internet Trend」 Source: KPCB「Internet Trend」


Rapid growth of smartphones globally

Smartphone has growth potential not only in
developed countries but also in emerging countries

Smartphone shipments (worldwide)
Smartphone shipments
• Smartphone set to
Millions of units become a universal
4,069 device
Established
Emerging
11x • Huge potential in
2,238 more than emerging markets
2011
• Users new to games
will be able to play and
enjoy social games
4x
1,831 once they have access
more than
623
2011
to smartphones
208
415
2011 2015
Source: Statisia, IDC, Gartner, GREE, Inc


Market potential for games from Japan

Japan’s success in console games provides a foundation for
creating globally popular social games

Total shipment value of Japanese console games (Jan-Dec 2010 )

Japan Outside of Japan
Target market
23.7%
76.3%
Millions of yen

Total shipment
value
425,763 1,371,701

Source: 2011 CESA


Game Market Size

Game market will be 1.5x bigger in 2020

Game Market (Japan) Game Market (Worldwide *1)

（Unit：US＄ bn）（Unit：US＄ bn）

10 62

7 44

2010 2020 2010 2020
Source: Ministry of Economy, Trade and Industry *1：France, Germany, Spain, Italy, UK, Russia, US, Turkey, Brazil,
Report on “FY2011 Cool Japan Strategy Promotion Program” South Africa, Saudi Arabia, Japan, China, South Kore, India,
Indonesia, Thailand, Singapore, Hong Kong


Agenda




4. GREE Platform and Social Games

32

GREE Platform

GREE Platform enables developers to distribute games
throughout the world

Application development

Application
Partner service

API
Development environment
Support service

GREE users


GREE Platform Benefit

Support partners for distribution, engagement, acquisition,
retention and monetization

Mass Market Head Tail Mid Tail Long Tail
Success
$$$
Global Sharing Support & Consultation
Distribution Messaging Leaderboard & Achievement
Invite & APIs
Announcements
Requests Deposit & Payment APIs
Cross Promotion

$
iTunes
#1 Ranking


World-renowned GREE games

Top-grossing games on App Store

Crime City
#1 grossing on the App Store(iPad) and Google Play
in Asia, Central America, Europe

Zombie Jombie
#10 grossing on U.S. AppStore

Modern War
#1 grossing on the AppStore (iPhone, iPad) in Asia,
LATAM and Europe etc.


Naoki Yamamoto

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Naoki Yamamoto