OGDC2013_The importance of In-game event_Mr Tetsuya Mori

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This document discusses the success of the mobile game Blood Brothers and provides recommendations for game design based on its experience. It notes that Blood Brothers reached #1 in 33 countries on Google Play, achieved high revenue and user spending without relying on hardware. Regular in-game events that engage players in competitive and cooperative gameplay, offer limited rewards and leaderboards have helped double user spending during events. The document provides tips for running successful events, managing leaderboards, incentivizing player effort, and avoiding player fatigue. It also discusses the role of DeNA's Hanoi studio in supporting global operations and transferring skills and experience.

Entertainment & Humor Business

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Blood Brothers
Matters
How Did It Win 33 countries?
20th
July, 2013
DeNA Singapore
DeNA Hanoi
Tetsuya Mori

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
2
Blood Brothers Matters to the World
No.1 in 33 Countries*
* GooglePlay

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
3
Blood Brothers Matters to Japan
A win without Japan
Super Mario
Final Fantasy
Rage of
Bahamut
Blood
Brothers
Win!
Win!
Hardware
Push
Hardware
Push
No hardware
leverage
No hardware
leverage
No regional
leverage
Win!
Win!
Win!
Win!
Win!

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
4
● Revenue keeps increasing!
● ARPU keeps climbing!
● Why?
Wow!
Blood Brothers Matters to Developers
Because it makes good money

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
5
Blood Brothers Matters to Developers
Events make a difference
● Games inside a Game
● Different game play
● Special set up
● Limited rare items
● Limited time offering
● Multiple times a month
● Unique event each time
● Competitive and cooperative
● Feeling of growth & power
● Active user group management

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
6
You’re
kidding…
Blood Brothers Matters to Developers
Double ARPU during events

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
7
Raid Bosses Special Dungeons PVP Events
Blood Brothers Matters to Developers
Prepare several different events

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
8
1. Leaderboards
2. Separation into groups
3. Incentivizing effort
4. One day, one match
5. Rewarding effort
Blood Brothers Matters to Developers
Key Event Design Points
Make the player’s
goal clear and
attractive

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
9
Blood Brothers Matters to Developers
Structuring and Managing Leaderboards
Why
bother?
Why
worry up
here? Just a
little
further!
Into smaller groups

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
10
Blood Brothers Matters to Developers
Giving smart incentives
More points for successive wins.
Double points while the crowd cheers.
1Pt
2Pt
3Pt
2X

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
11
Blood Brothers Matters to Developers
Don’t get players tired or bored
A week-long match against the same opponent is too long
One day One match
3-4 different events a month

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
12
Blood Brothers Matters to Developers
Give rewards with leverages
Boost!
+1% to +40%
Increasingly fewer
promotions as you go up
Not that
easy to stay
at the top!
Higher Rank
= Bigger Stat
Boost

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
13
Blood Brothers Matters to Developers
It is a service!
• Game concept
• Game design
• Visual presentation
• Audio presentation
• Monetization architecture
• Continuous event operations
• Dynamic user management
• Analytics driven game-balancing
• KPI based game life management
Art Science
Actively Managed Games-As-A-Service

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Five Don’ts
Don’t Get Players Lost
Don’t Get Players Bored
Don’t Get Players
Overwhelmed
Don’t Get Players Exhausted
Don’t let top players feel too
secure and too comfortable
14
Khong
Duoc!

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
15
DeNA HQ Studio
DeNA Singapore
DeNA Hanoi
Transfer skills
and experience
through hands
on training
and more…
Blood Brothers Matters to Vietnam
DeNA Hanoi Plays an Important Role
Support game
development and
global service
operations

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
DeNA Hanoi – From Punch to DeNA
 Acquisition 11/2011
 A big culture change – from
software outsourcing house
to game studio
 Integrated with Tokyo,
Singapore, and Shanghai
studios
 Serving US, Korea, China,
and Taiwan markets
16

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Come and join DeNA as players,
developers, and employees!
17

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3. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 3 Blood Brothers Matters to Japan A win without Japan Super Mario Final Fantasy Rage of Bahamut Blood Brothers Win! Win! Hardware Push Hardware Push No hardware leverage No hardware leverage No regional leverage Win! Win! Win! Win! Win!

5. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 5 Blood Brothers Matters to Developers Events make a difference ● Games inside a Game ● Different game play ● Special set up ● Limited rare items ● Limited time offering ● Multiple times a month ● Unique event each time ● Competitive and cooperative ● Feeling of growth & power ● Active user group management

8. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 8 1. Leaderboards 2. Separation into groups 3. Incentivizing effort 4. One day, one match 5. Rewarding effort Blood Brothers Matters to Developers Key Event Design Points Make the player’s goal clear and attractive

9. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 9 Blood Brothers Matters to Developers Structuring and Managing Leaderboards Why bother? Why worry up here? Just a little further! Into smaller groups

10. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 10 Blood Brothers Matters to Developers Giving smart incentives More points for successive wins. Double points while the crowd cheers. 1Pt 2Pt 3Pt 2X

11. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 11 Blood Brothers Matters to Developers Don’t get players tired or bored A week-long match against the same opponent is too long One day One match 3-4 different events a month

12. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 12 Blood Brothers Matters to Developers Give rewards with leverages Boost! +1% to +40% Increasingly fewer promotions as you go up Not that easy to stay at the top! Higher Rank = Bigger Stat Boost

13. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 13 Blood Brothers Matters to Developers It is a service! • Game concept • Game design • Visual presentation • Audio presentation • Monetization architecture • Continuous event operations • Dynamic user management • Analytics driven game-balancing • KPI based game life management Art Science Actively Managed Games-As-A-Service

14. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. Five Don’ts Don’t Get Players Lost Don’t Get Players Bored Don’t Get Players Overwhelmed Don’t Get Players Exhausted Don’t let top players feel too secure and too comfortable 14 Khong Duoc!

15. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 15 DeNA HQ Studio DeNA Singapore DeNA Hanoi Transfer skills and experience through hands on training and more… Blood Brothers Matters to Vietnam DeNA Hanoi Plays an Important Role Support game development and global service operations

16. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. DeNA Hanoi – From Punch to DeNA  Acquisition 11/2011  A big culture change – from software outsourcing house to game studio  Integrated with Tokyo, Singapore, and Shanghai studios  Serving US, Korea, China, and Taiwan markets 16

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