About Andrew Wee
Andrew Wee | Blogging | Affiliate Marketing | Social Traffic Generation | Internet Marketing

BizExcellerated Internet Marketing: Achieve mastery in blogging, affiliate marketing, social traffic generation at Andrew Wee

Casual Connect Singapore: Tips from DeNA – How to create a bestselling mobile game

Tokyo-based DeNA Co Ltd, which owns the mobage games platform has had a winner with it’s Blood Brother’s mobile RPG , which has ranked #1 on Google Play in 33 countries.

So it was great to get an insight into how the company put together its strategy to come up with a winning game.

DeNA Singapore managing director Tetsuya Mori presented a session “How a Japanese mobile RPG made it big outside Japan” at Casual Connect Singapore today.

Mr Mori said that previously a game’s success had been often linked to a gaming platform, like Super Mario being linked to the Nintendo video game system and the Final Fantasy series and the Sony Playstation.

However, the trend has been towards a decoupling of games from platforms. Hence Rage of Bahamut was a hit, but not specifically tied to specific game hardware.

Similarly, DeNA has seen an encouraging take up rate with Blood Brothers, which is now celebrating it’s one year anniversary.

With its slick graphics and game engine, the average player might not be aware that its game code was developed in Hanoi, Vietnam, and some of its art was also done in Vietnam.

On a strategy level, while some might attribute the success of a game to its art/creative aspects, Mr Mori said that’s not really the case.

The ART element of a game refers to its:

  • game concept
  • game design (it helps to have a system which is ahead of its competitors)
  • visual presentation
  • audio presentation

But what’s more important is the SCIENCE, or system behind the game, referring to its:

  • Monetization architecture (the thought behind incorporating monetization in the game planning process, rather than as an afterthought)
  • Continuous event operations (events make a big difference in your revenues, as you’ll see shortly)
  • Dynamic user management (keeping them engaged and entertained)
  • Analytics driven game-balancing (keeping tabs of game balance issues and tweaking to optimise them)
  • Key Performance Indicator-based game life management

 

-

Events

Special game events make a big difference to the game’s performance.

A well-planned event can double ARPU (average revenue per user) compared to a non-game driven period.

An event can be defined by the following criteria:

  • A game inside a game (ie: mini game)
  • Different style of game play (adds variety within the game)
  • Special set up (adds more variety to the standard game mechanics)
  • Limited rare items
  • Limited time offering (eg: Thanksgiving, Christmas, Valentine’s Day)
  • Multiple times a month
  • Unique event each time
  • Can toggle between competitive, or cooperative event
  • Players experience a feeling of growth and power
  • Active user group managment

In the PvE context, these could include special global boss raids, treasure hunt type events.

Customisation and toggling/catering to player’s of different skill levels is also key.

With some planning, the following factors can be customised:

  • Raid boss difficulty
  • Special dungeons of varying difficulty levels (beginner, intermediate, advanced)
  • Player versus Player (PvP) events

Events matter!

-

Key event design factors:

  • Leaderboards (so players can measure their progress)
  • Separation into groups: (sub divide into categories, which players can then top a sub-category (and feel special) – still top in another category compared to being a nameless number within a huge blanket category)
  • Incentivize efforts (eg: more points for successive wins, double points when the crowd cheers (people watch, player plays, both groups entertained, win-win), give leverage, motivate)
  • Set limits to avoid saturation/boredom-one day, one match (a week long match vs same opponent = long, boring. while an optimal amount might be one day one match, 3-4 events/mth)
  • Reinforce and reward player’s effort

 

Game playability/usability:

  • Make player goal clear and attractive
  • Don’t let the player get lost
  • Don’t let them get overwhelmed
  • Don’t let them get bored
  • Don’t let them get exhausted
  • Don’t just reward the top guy, be sure to also give him some pain or stress, so he doesnt get lazy/overconfident (then get bored and drop out)

-

Making money from what you’re doing:

The size of your game’s userbase is not most important.

The player’s paid vs free player ratio is as important, if not more important.

 -

Success game architecture:

Be sure to actively manage the game as a service (something you continually improve, enhance). The old way is thinking of a game as a product that you box up, ship out and never touch again).

-

I liked how Mr Mori finished off his presentation:

“Come and join DeNA as players, developers and employees!”

 PS: If you decide to try out Blood Brothers on the ios (iphone, ipod, ipad) or Android platform (phone or tablets), you can use my invite code to unlock some nice goodies: 7RGWtR

70 comments on Casual Connect Singapore: Tips from DeNA – How to create a bestselling mobile game

  1. ugg autralia
    September 23, 2014 at 1:55 pm (1 week ago)

    You actually make it seem so easy with your presentation but I find this
    matter to be actually something that I think I would never understand.
    It seems too complicated and extremely broad for me.
    I am looking forward for your next post, I will try to get the hang of it!

  2. bang funny t shirts
    September 23, 2014 at 4:14 pm (1 week ago)

    It’s difficult to find educated people in this particular subject, but you seem like you know what you’re talking about!
    Thanks

  3. bang funny t shirts
    September 23, 2014 at 7:26 pm (1 week ago)

    Hi there everyone, it’s my first pay a visit at this web page, and article is actually
    fruitful in favor of me, keep up posting these content.

  4. facial plastic surgeon in chicago
    September 24, 2014 at 1:56 am (1 week ago)

    You don’t know if you’re going to be able to attack the
    same way and dive on the floor the same way.

    Now I know that she has mentioned potential cosmetic surgery for her nose earlier, but this
    hit me tremendously hard. Change your appearance in a better and attractive way by simply applying for cosmetic surgery loans.

  5. nike golf 2014 catalog
    September 25, 2014 at 2:52 am (1 week ago)

    Very good post! We will be linking to this particularly great article on our website.
    Keep up the great writing.

  6. ray ban aviator
    September 25, 2014 at 5:23 am (1 week ago)

    because I found it for him.. smile. So let me reword that: Thnx for the treat! However yeah Thnkx for spending the time to discuss this.

  7. Gordon
    September 25, 2014 at 1:14 pm (7 days ago)

    You can go to their websites and look for a listing for the doctors you are
    considering. For example, you might be seeking rhinoplasty as way to
    achieve a functional goal. And premature skin aging is considered to be one of those
    problems.

  8. skype
    September 26, 2014 at 12:51 pm (6 days ago)

    ? lov? reading a post th?t will make people think.
    Also, many thanks f?r all?wing for me to comment!

  9. Blackoutusa ebook
    September 26, 2014 at 5:03 pm (6 days ago)

    He has been investigating sightings at weapon sites for years.

    Without getting too poetic, I can tell you that the sun, cloudless blue sky, cool breeze, silence, and floating sensation of sailing brought tears to my eyes.
    The job of the judiciary is not to create new laws
    but to interpret the Constitution.

  10. social media marketing advantages
    September 27, 2014 at 4:51 am (5 days ago)

    It is not a senior editor or a human resource manager but people that decide what to read and what to watch.
    If you are able to examine and master new trends, it
    will be easy to keep your target audience informed
    and glued to your site. You could offer this free chapter as a bonus
    for signing up to your newsletter.

  11. Jose Luis Patiño Esquivel
    September 27, 2014 at 7:52 am (5 days ago)

    Highly energetic blog, I loved that bit. Will there be
    a part 2?

  12. hcg weight loss killeen tx
    September 27, 2014 at 9:54 am (5 days ago)

    You can make simple, consistent behavioral changes that will result in that
    type of reasonable calorie deficit. It is possible to sustain the eating plans because they include five to six daily meals in smaller, healthy portions in addition to one
    or two completely balanced meal replacement shakes. Using his research Simeons began a strict diet regimen coupled with injections of the HCG hormone.

  13. johnson hair care products
    September 27, 2014 at 12:08 pm (5 days ago)

    Fortunately, there are a number of treatments available if you suffer from this unfortunate condition. This is because targeting the hair shaft without damaging the
    pigment of the skin can be quite a tricky process. * Ginkgo Biloba is an herb which has properties
    to help improve blood circulation to the scalp.

  14. Charissa
    September 29, 2014 at 1:57 am (3 days ago)

    Hello, every time i used to check website posts here in the early hours in the break of day,
    as i enjoy to gain knowledge of more and more.

  15. weight lifting exercises
    September 29, 2014 at 10:43 pm (3 days ago)

    I got this website from my buddy who told me about this
    web site and now this time I am visiting this web site and
    reading very informative posts at this time.

  16. Real Estate Photography Massachusetts
    September 30, 2014 at 7:49 am (2 days ago)

    If you have aerial photography experience, you can shoot perfect photos from high
    altitude. Also, buying this product can make
    you learn how to assemble the helicopter model since it will be sent to the customer
    on a kit form. Construction Surveying: It is used to mark the positions and
    layout of structures, such as buildings and roads for
    subsequent construction.

  17. aerial photography Massachusetts
    October 1, 2014 at 12:57 am (1 day ago)

    The single best thing you can do to improve your photography
    is to purchase a good camera. It eliminates much of the effort, time, and cost normally associated with creating a polished documentary.
    For this purpose, you need a good quality camera so that bright colors
    get highlighted.

  18. seo guru
    October 1, 2014 at 7:28 pm (17 hours ago)

    What’s up Dear, are you truly visiting this site daily, if so
    then you will without doubt take nice knowledge.

  19. condo inspection manhattan
    October 2, 2014 at 1:49 am (11 hours ago)

    Hi! Do you know if they make any plugins to protect against
    hackers? I’m kinda paranoid about losing everything I’ve
    worked hard on. Any tips?

  20. 2014 Buick Encore
    October 2, 2014 at 5:03 am (7 hours ago)

    of torque mated to a Hydra – Matic 6T40 6-speed automatic transmission. With the Sport suspension, high-speed handling is flat and stable with
    a high level of grip from the 19-inch Continental Conti – Winter Contact tires on our vehicle, but with its tall ground
    clearance and heavier curb weight, the Tiguan is no GTI. And according to the attached video I was not the
    only one having problems.

Leave a reply