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




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

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

  1. bodycon plus size dress clothing
    July 29, 2014 at 5:56 pm (2457 days ago)

    Okay, so you have a decent starting portfolio of ‘glamour photography’
    shots you’ve taken and assembled to show the possibilities of your range and depth of photographic artistry.
    Instead try a nice pair of wool or cotton chino dress trousers with
    a button down shirt, sweater vest, tie, and sport
    jacket. Fortunately, in this day and age of the Internet and the increasingly diverse global fashion market,
    you certainly don’t need to go all the way to Japan to get the very latest in Japanese fashion.

  2. Ruby
    July 31, 2014 at 11:48 am (2456 days ago)

    They can get proper rhinoplasties are really affordable rates and hence
    the demand is always high. Is he an active member of a Plastic Surgery Association or
    Society. You also need to think about the recovery process and the ways it might affect your
    daily life and work.

  3. new xvideo
    March 1, 2016 at 8:21 pm (1876 days ago)

    What would you do if you found out that he was on a porn site,
    and he was chatting with a nude online porn star.
    Now the first thing we need to cover is how pornography becomes an addiction and if you have the symptoms of a porn addict.
    And unfortunately, failing to keep their self promise can lead to shame, guilt
    and increased stress – which may only exacerbate the porn addition.

  4. cheap led screen
    March 15, 2016 at 5:18 pm (1863 days ago)

    SmartSource has hundreds of LCD, Plasma, and
    commerce show show rentals in a variety of fashions and sizes accessible for delivery
    to cities such as Los Angeles, Atlanta, Boston, NYC, and the Philadelphia space, by our places nationwide.

  5. salon in delhi
    July 13, 2016 at 3:24 pm (1743 days ago)

    its a really nice blog

  6. imfl.sci.pfu.edu.ru
    July 24, 2019 at 11:23 am (637 days ago)

    I know this web site provides quality depending posts and extra information, is
    there any other site which presents such information in quality?

  7. github.com
    March 1, 2021 at 8:25 pm (50 days ago)

    You will normally simply need a Mercenary that is a little
    higher level than you.

  8. fotobug.net
    March 4, 2021 at 7:26 am (48 days ago)

    Harness the elements to unlash elemental reactions and dish
    ouut epic injury.

  9. Lonna
    March 12, 2021 at 10:53 am (40 days ago)

    After choosing up all of the packing containers on the map, instantly
    teleport to the rune formation.

Leave a reply