© Benjamin Joffe - [email protected] 1 Mogi Location and presence in a pervasive community...

1 © Benjamin Joffe - [email protected]

MogiMogiLocation and presence in a pervasive community gameLocation and presence in a pervasive community game

NEWT GAMES S.A. / Benjamin JoffeNEWT GAMES S.A. / Benjamin Joffe

Ubicomp 2005 (September, 2005)Ubicomp 2005 (September, 2005)

Copyright (C) 2005 Newt Games S.A. / Benjamin Joffe, All rights reserved.


1. 1. IntroductionIntroduction

2. 2. Web demoWeb demo

3. 3. Mobile applicationMobile application

4. 4. Field resultsField results

5. 5. Some ideas on ubiquitySome ideas on ubiquity

6. 6. PerspectivesPerspectives

ContentsContents


1. Introduction1. Introduction

© Benjamin Joffe - [email protected]

Self-introductionSelf-introduction What I do now

Independent Consultant on mobile and web services in China, Japan and South Korea

www.akebonobashi.net

With Newt Games Helped Newt Games on business development in Japan and Korea Played the game for 6 months


In case I don’t finish…In case I don’t finish…

Some conclusions

Through Mogi, Newt Games explored, bumped into and solved most difficulties associated with positioning and pervasive communities

Mogi is but one implementation of technologies that could be used for a vast array of services

The environment is ready in several countries for such services


Newt GamesNewt Games A vision

Born in Japan in 2000 Create innovative and pervasive location-based entertainment

Newt Games today A division of Mobivillage, a French major CP, subsidiary of For-

Side.com of Japan since September 2004

Roppongi CrossingBirthplace of the Mogi project


Mogi – “Mogi – “I am here therefore I amI am here therefore I am”” Location-based game developed by Newt Games, a French game studio

and first launched in Japan in April 2003

Storyline Initial idea was a Matrix-like spy and strategy game to conquer

“real/virtual” cities and territories Due to cash-flow issues and time famine, the project evolved from a

Matrix-like MMORPG to a more simple collection and communication game (hardcore casual)

Main characteristics Pervasive (layer on the real world) Convergent (mobile & web) Multiplayer (“unlimited”) Location-based (cell-based and/or GPS)


Something newSomething new A new breed of mobile content

Location The “mobile network” is usually a cold and dark place Position gives a strong sense of reality

Community Usually, a phone only connects you with people you know Mogi allows to contact and communicate safely with new people Cooperative game design allow friendship

Uses the best of Messaging / Chat Avatars Gaming Location information


Main aspects of MogiMain aspects of Mogi

CollectionCollection

CommunicationCommunication

1. Trade1. Trade

PresencePresence

3. Interacting with virtual world3. Interacting with virtual world

FriendshipFriendship

2. Interacting with time and space

2. Interacting with time and space

CreaturesCreatures

ShopsShops

Location-basedLocation-based

Time-basedTime-based

2. Sustaining2. Sustaining

1. Inducing1. Inducing

ProximityProximity

Team playTeam play


2. Web demo2. Web demo


Active user cells (Apr 20, 2004)

Active user cells (Apr 20, 2004)

Web UIwww.mogimogi.com

Web UIwww.mogimogi.com


3. Mobile application3. Mobile application


FlexibleFlexible MIDP 1.0 applicationThe application is interpreting XML flows, allowing the game to be modified with no need for the users to get a new version

The mobile maskThe mobile mask

XML Flows


Mobile screenshotsMobile screenshots

View on CDMA1x handsetView on CDMA1x handset(KDDI, Sony-Ericsson)(KDDI, Sony-Ericsson)

View on CDMA1x handsetView on CDMA1x handsetQVGA screen (KDDI, CASIO)QVGA screen (KDDI, CASIO)

Other user’savatar / distance / nickname

Other user’savatar / distance / nickname


Locate other playersLocate other players

Ubiquitous accessUbiquitous access


FlexibleFlexible MIDP 1.0 applicationThe application is interpreting XML flows, allowing the game to be modified with no need for the users to get a new version

HelpOptions

Logout

Ranking andinformation

Quests

Radar

Mailer

Items trade menu

Game flowGame flow

Collections


The player needs to be close to an object (<400m) to

pick it up

The player selects the item by clicking on it

Back to the radar: picked-up object has disappeared

Closest players and friends are indicated with the distance and

other info

RadarRadar

Remember that a GIS Database is quite different

from a simple map picture…

Remember that a GIS Database is quite different

from a simple map picture…


Item collections status are indicated as pie charts

Items not yet collected are indicated by a “?” as for unknown items in the radar

Trade menu: users can give or trade their items with other players

Combine elementsto create or change at any time your avatar

Items inventoryItems inventory


Numerous opportunities for interactionNumerous opportunities for interaction Game related

“Let’s trade items”, “Here is a present for you” “Please help me”, “How do you do this?” “Let’s cooperate”

Proximity (Location and/or Time) “We’re close”, “We’re far” are all good introductions

“Where are you” is the No.1 question asked over the phone! “Good morning”, etc.

Messages can be sent from almost any screen in the game (radar, ranking, trade menu, connected users, etc.)


Advanced features: shops, creatures, etc.Advanced features: shops, creatures, etc.

CurrentCurrent““Virtual Shops”Virtual Shops”

Advanced functions Virtual shops nationwide

Users can enter them for various purposes

Functional objects Camera, etc.

Creatures No fighting Own behavior User can interact with them

Have you seen them ?Have you seen them ?


4. Field results4. Field results


Monthly data - One year overviewMonthly data - One year overview

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Number of pickups Number of login Number of messages Account creations

EVERY MONTH THERE ARE:

a) Over 40,000 loginsb) Over 70,000 objects picked upc) Over 70.000 messages sent

… with about only 1000 active users!(active user: at least one login in a month)

EVERY MONTH THERE ARE:

a) Over 40,000 loginsb) Over 70,000 objects picked upc) Over 70.000 messages sent

… with about only 1000 active users!(active user: at least one login in a month)

Unfortunately, these messages are not revenue-shared SMS… ;-)

Unfortunately, these messages are not revenue-shared SMS… ;-)

Total DL over 10.000 units without any promotion!Total DL over 10.000 units without any promotion!


1

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1000

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1 10 100 1000 10000

Messages

Pic

kup

sUsers behaviors (July 2004) Users behaviors (July 2004)

OccasionalUsers( 35% )

ExpertUsers( 18% )

Addicts?( 1% )

Pure Hunters( 35% )

Playing a casual game does not mean playing casually (think of Tetris…) Each user has its own preference and balance between item hunting and messaging

Num

ber

of it

ems

colle

cted

Number of messages sent


Daily data (July 2004 Avg.) Daily data (July 2004 Avg.)

Daily Logins Daily Messages

Daily Items Pickups

Daily Exchanges

Weekly Logins

lunchtime

QUICK FACTS

- Users login all day long, all days- Hunt during daytime between 7:00 am to 18:00 pm- Mail & Trade peak after 8:00 pm

Mogi adapts to Users’ lifestyles

QUICK FACTS

- Users login all day long, all days- Hunt during daytime between 7:00 am to 18:00 pm- Mail & Trade peak after 8:00 pm

Mogi adapts to Users’ lifestyles

night


Why Mogi is different – from 20 users interviewsWhy Mogi is different – from 20 users interviews Study conducted by Dr C. Licoppe, PhD in Tokyo in July 2004

Former Head of Social Sciences Lab, France Telecom R&D 1997-2003 Professor of Social Sciences at ENST (France’s leading Telecom Univ.)

Design A game not only for gamers No monster killing No avatar killing No in-game money Community “This is almost not a game” (Mr. M., developer)

Usage patterns Many gaming styles (communication, trade, hunt, etc.)

Wide appeal Balanced Male / Female ratio Wide age bracket [10~40 y.o.]


5. Some ideas on ubiquity5. Some ideas on ubiquity


Entry Barriers or “Entry Barriers or “Why is not everybody doing it?Why is not everybody doing it?””

Technical- Client Application is the easiest part!- Geo-Server- Multiplayer Platform- Tuning Map Data (GIS Database)- Plus: Synchronizing Web and Mobile

Technical- Client Application is the easiest part!- Geo-Server- Multiplayer Platform- Tuning Map Data (GIS Database)- Plus: Synchronizing Web and Mobile

Financial- Servers (not only download)- National Map data- Support- Client updates

Financial- Servers (not only download)- National Map data- Support- Client updates

Marketing- Getting the Game known in a crowded marketplace (sites ranking, etc.)- Avoid “pake-shi” (excessive data fees)

Marketing- Getting the Game known in a crowded marketplace (sites ranking, etc.)- Avoid “pake-shi” (excessive data fees)

Gameplay- Starting the Game- Keeping Users excited- Protect Privacy- Manage Communication

Gameplay- Starting the Game- Keeping Users excited- Protect Privacy- Manage Communication


Ubiquity = Same service on all platforms?Ubiquity = Same service on all platforms? Platforms are different

Information display capacities Communication speed Available time of users

Mobile View the environment in a limited radius Display only what is critical Keep things simple Communicate short information

Web Global view Management Lead other players


Dealing with locationDealing with location Simplicity (according to Edward De Bono)

“Provide what is meaningful”

Standard map Simplified map Optimized map(Gmap)

(Mogi radar)


Interactions between Web/Mobile users Interactions between Web/Mobile users

See the whole picture

Chat lengthily

Provide guidance to mobile user

See the whole picture

Chat lengthily

Provide guidance to mobile user

Web User: the guideWeb User: the guide

Moves

Act

Chat

Reward the guide with objects or friendship

Moves

Act

Chat

Reward the guide with objects or friendship

Mobile User: the actionMobile User: the action

Interactions web/mobile


Engineering of encounters Engineering of encounters

Physical proximityPhysical proximity

Between virtuality and face-to-face Overcoming distance

Psychological and physical distance Triggering communication

Physical safety, social acceptability, time sensitivity The notion of presence

Time proximityTime proximity

Physical remotenessPhysical remoteness Time differenceTime difference

Proximity of interestsProximity of interests

Remoteness of interestsRemoteness of interests

Overcoming distance:PhysicalTemporal

Social

Overcoming distance:PhysicalTemporal

Social


Privacy issues Privacy issues

Name

Address / position

Phone Number

Mobile Email

Name

Address / position

Phone Number

Mobile Email

Name disclosure

Stalking, burglary

Prank calls

Spam mail

Badmouthing

Name disclosure

Stalking, burglary

Prank calls

Spam mail

Badmouthing

UserUser

Unique nicknameCommunications log

Security levels“Blur” function

Removed if string detected

Game internal mailerRemoved if string detectedBlacklist

Unique nicknameCommunications log

Security levels“Blur” function

Removed if string detected

Game internal mailerRemoved if string detectedBlacklist

Mogi’s answersMogi’s answers

Privacy in the engineering of virtual and real encounters


6. Perspectives6. Perspectives


Why Mogi did not grow Why Mogi did not grow Too early and too fast

Money Advertisement Partnerships

Network No unlimited data plans at launch Few 3G users (low network speed)

Mogi today Still running in Japan on KDDI’s Java Unclear future as mother company showed limited interest, hope may

come from Qualcomm, KDDI or other operators

But today the environment is ready… Numerous 3G users (over 30 million in Japan and growing

elsewhere) ~18 million with GPS for KDDI ~15 million for NTT DoCoMo

Unlimited data plans going mainstream Users waiting for new contents making use of the mobile’s capacities

in a casual and entertaining way


Future Future Mogi today

Still running in Japan on KDDI’s Java Unclear future

Mother company For-Side is in a M&A frenzy and showed limited interest in Mogi until now

Hope may come from Qualcomm, KDDI or other operators

What Mogi demonstrated LBS is fun and users love it Privacy, security and communication issues have been solved

successfully Ubiquity does not necessarily mean “the same service on all devices” Huge benefits can be derived by operators

Attract casual users Generate large amounts of communication Educate users (LBS, etc.)


Some conclusions Some conclusions

Through Mogi, Newt Games explored, bumped into and solved most difficulties associated with positioning and pervasive communities

Mogi is but one implementation of technologies that could be used for a vast array of services

The environment is ready in several countries for such services


Mogi v2.0 screenshots (under development)Mogi v2.0 screenshots (under development)

View other usersView other users InventoryInventory MessengerMessenger

Users statusUsers status


Greetings & Contact infoGreetings & Contact info

Benjamin Joffe Tel (Beijing): +86 137 1880 3321 Email: [email protected] Skype: benjamin0123

Thanks for your attention!Thanks for your attention!ありがとうございましたありがとうございました !!

Merci beaucoup !Merci beaucoup !감사 합니다 감사 합니다 !!谢谢！谢谢！

Thanks for your attention!Thanks for your attention!ありがとうございましたありがとうございました !!

Merci beaucoup !Merci beaucoup !감사 합니다 감사 합니다 !!谢谢！谢谢！

© Benjamin Joffe - [email protected] 1 Mogi Location and presence in a pervasive community...

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