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Game Platform Transformation
David Ting
9/27/2015
NetEase - Story of a Transformation
NetEase - Story of a Transformation
NetEase - Story of a Transformation
NetEase - Story of a Transformation
Who is NetEase
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
Service RankWebsites & Apps
No.1Email
No.1News
No.1Education
No.2Music
No.3IM
NetEase: Leading Services Provider
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
100+
Top 10 Game Company in the World
The Largest Game Developer in China: 5000+ engineers
Rich Pipeline
Developer
Room
Apple Store
Event
Featured Titles(15+)
Recognition from App Store
Best of 2014 in App Store
Best of 2014 in App Store
Product Page of
Fantasy Westward Journey
Top Products in 2014 and 2015
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
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
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
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
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
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
• 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
Skill Requirement on Social Activity
• 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
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
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
Mobile
Art Changes:
• Modernized the Art. Example, Goddess of Forgetfulness
Modernize
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
Continue With an Eye to Innovation
NetEase - Story of a Transformation
NetEase - Story of a Transformation
Speedy Ninja Launch
Launched at PAX
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)
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.
Sample Test Icons for Speedy Ninja
Control Icon (China)
App Store Icons - Art Reference
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
谢谢!
Thank you!
David Ting
NetEase
General Manager, North America
david@corp.netease.com

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NetEase - Story of a Transformation

  • 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
  • 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
  • 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