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Transcript of Monetizing social games globally
Thinking GloballyHow to Monetize International Audiences
Benjamin Joffe, CEO | Plus Eight Star Ltd.Inside Social Apps | San Francisco, 2010.04
Benjamin Joffe
4 years 1 year 5 years
What I Do Now
• CEO, Plus Eight Star | www.plus8star.com– Digital Strategy & “Innovation Arbitrage”
– Best practices from Asia’s Internet
and mobile scenes
• Founding Partner, Cmune | www.cmune.com– 3D social games
– Paradise Paintball, first “social shooter”on Facebook, MySpace, Apple.com
• Mobile Monday Beijing– Monthly forum for mobile professionals
Paradise Paintball | World’s First Social FPS!
www.cmune.comwww.facebook.com/paradisepaintball
AWARDED“BEST NEW
GAME”ON MYSPACE(GDC 2010)
Introduction
Quiz
Answers
Pony Ma, CEO, Tencent Yoshikazu Tanaka, CEO, GREE
#2 youngest self-made billionaire
in the world after Mark Zuckerberg
Asian Social Networks
Market Caps(February 2010)
$800M
$2.2B
$3.3B
$34.5B
Mobile Platform since Oct.09(330 apps as of February 2010)
City BuildingBy Liveware
Harvest MoonBy Liveware
ShopkeeperBy Geisha Tokyo
FurauniBy Konami
Gree Home
Advertising
Avatars & items
Games
Advertising & Affiliates | 25%
B2C virtual goods | 75%
60% avatars40% games
4Q09 Revenue81M USD
Profit50M USD!
Panel Discussion
Jens Begemann, CEO, WoogaM.I.A.
Thinking Globally:How to Monetize International Audiences
• Rex Ng, CEO, 6 waves
• Season Xu, Co-founder & COO, Five Minutes
• Patrick Liu, CEO, Rekoo
• Ron Hirson, Co-founder & SVP Product, Boku
• Benjamin Joffe, Founder, +8* (Moderator)
Questions? @benjaminjoffe
1.What do you do?
What share of your business is FB?
2.Picking Markets &
Differences Among Platforms
3.Cultural Differences
Fast Following?
4.What do you know that US
companies don’t?
5.What are the arbitration
opportunities?
6.Futures trends
Q&A@benjaminjoffe
Thanks!
+8* | Plus Eight Star Ltd
Plus Eight Star LtdMobile & Internet Innovation Arbitrage
China, Japan & South Korea
www.plus8star.com
Company Introduction
30 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
About +8*
• Innovation Arbitrage
– “Bringing proven best practices and business models from Asia”
– +8* (Plus Eight Star) is the leading cross-market consultancy on mobile, telecom and Internet
in China, Japan and Korea.
– We work with large companies, SMEs, investment firms and governments worldwide to bring
them strategic advice and the best practices from advanced Asian markets.
There are more ideas
outside of your country
than inside.
Tom Kelley
Author, The Art of Innovation
• Our expertise
– Internet: our work covers
social media, communities,
ecommerce, online gaming
and virtual worlds.
– Telecom: we have extensive
experience with mobile and
telecom services (e.g. mobile
marketing and advertising,
mobile commerce, mobile TV
and mobile communities).
31 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Our Clients
EUROPE
USA
ASIA
32 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Selected References
• Adidas | E-commerce and mobile commerce market analysis and strategic
recommendations for China, Japan & Korea
• Bouygues Telecom | Cases studies of leading Asian Web 2.0 services and virtual
worlds
• Deutsche Telekom / T-Online | Benchmark of Korean mobile & Internet
convergence strategies
• EU-China Information Society | Research on e-commerce and virtual worlds to
support the regulatory dialogue between the EU and Chinese authorities
• Microsoft | Analysis of Japan’s key players and market catalysts for mobile
commerce market positioning in China
• DeNA | Benchmark of leading SNS in China and South Korea (DeNA operates
Japan’s leading mobile social network)
• China Mobile | Benchmark of Korean leading online communities
• Sands Capital Management | Evaluation of investment opportunities in social
networks in China
• MIH / NASPERS | Analysis of leading online verticals in China (MIH is the largest
shareholder in Tencent, China’s leading online community)
• IMVU | Benchmark of monetization and engagement best practices in Asian virtual
worlds & SNS (IMVU is a leading US-based 3D virtual world & chat)
33 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Customer Testimonial | IMVU Inc.
COMPANY: IMVU Inc.
Lee Clancy, VP Product Management & GM of Direct Revenue
August 2009
Q Has the service performed by +8* met your expectations?
A The consulting services provided by +8* met IMVU's expectations. Benjamin and his team showed a deep
understanding of major Asian virtual worlds and gaming companies, as well as their potential implications
for IMVU. In our communications with them, they were very responsive to our follow-up questions and
completed their final deliverables on-time.
Q How have you used or plan to use this research within your company?
A Only a few weeks after +8* delivered their findings to IMVU, we had already identified and roadmapped
various product enhancements that were a direct result of our learnings from the +8* study. What is more,
we have since launched pilot versions of those new features that have received extremely positive feedback
from IMVU users (e.g., "My Pets" mode). Additionally, +8*'s comprehensive report is an invaluable
reference that I consult often when considering new product enhancements.
Q What decided you to hire +8* for this project?
A We chose to hire +8* for this project because 1) they had a strong professional track record, which we
confirmed with representatives from several blue chip clients of theirs prior to the study; and 2) we felt that
their area of expertise and past studies were strongly aligned with our research needs.
34 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Speaking Engagements
• Speaking Engagements
– Regular keynote speaker & moderator in IT,
Media & Investment events.
– Engagements in 2008/09/10• CHINICT (Beijing, Upcoming)
• Global Mobile Internet Conf. (Beijing , Upcoming)
• Echelon 2010 (Singapore , Upcoming)
• Mobile Social Networking Asia (Hong Kong , Upcoming)
• Virtual Goods Forum (London)
• Stanford University (Entrepreneurship)
• Berkeley University (MBA)
• SXSW Interactive (Austin)
• PICNIC (Amsterdam)
• Virtual Goods Summit (San Francisco)
• Inside Social Apps (San Francisco)
• eComm (San Francisco)
• Ad:Tech (Beijing)
• Ad:Tech (Shanghai)
• Ignite (Amsterdam)
• Ignite (Beijing)
• Ignite (Paris)
• Mobile Asia Congress (Hong Kong)
• Lift Asia (Jeju, Korea)
• ITU Asia (Bangkok)
• Infinity Ventures Summit (Sapporo, Japan)
• LeMobile 2.0 (Paris)
• Asia Venture Capital Forum (Hong Kong)
• Graphing Social Patterns (Washington, D.C.)
• iGaming Asia (Macau)
• Unite Conference (San Francisco)
• China Mobility International Summit (Beijing)
• 3G Summit (Kunshan, China)
• Red Herring Asia (Hong Kong)
• China Internet Forum (Beijing)
• Media’08 (Sydney)
• China Internet Forum (Beijing)
• Wireless Developer Forum (Beijing)
• Open Web Asia (Seoul)
• XMediaLab: Virtual Worlds (Seoul)
• Mobile Monday Global Summit (Helsinki)
• Mobile Monday Global Summit (Kuala Lumpur)
• EU-China Virtual Worlds Conference (Beijing)
• EU-China eCommerce Regulatory Workshop (Beijing)
• Startonomics (Beijing)
• UnConference (Singapore)
• BarCamp (Shanghai)
• La Cantine (Paris)
• Mobile Focus (Stockholm)
More information at www.plus8star.com/presentations/
35 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Media Coverage
• Media Coverage
– Our research and views have been quoted by numerous media outlets on topics ranging
from Telecom and E-Commerce to Social Networks, Gaming and Virtual Goods.
– Selected media: Forbes, The Economist, The New York Times, International Herald Tribune,
The Guardian, Advertising Age, VentureBeat, TechCrunch, ReadWriteWeb, Gamasutra, etc.
More information at www.plus8star.com/press/
36 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Event Organizer & Advisor
• Founder & Organizer: Mobile Monday Beijing
– Mobile Monday is the leading network of mobile industry
professionals, counting over 50 chapters around the world.
– We founded the Beijing chapter of in 2006 to support the ecosystem.
– Results: 35 events, 125 speakers, 3,000+ participants (avg.100).
• Co-Organizer
– Startonomics (Beijing, May 2009)
– Startup2Startup (Beijing, May 2009)
– Open Web Asia (Seoul, October 2008)
• Advisor
– TEDxBeijing (November 2009)
37 | 8© Copyright 2010. All rights reserved. www.plus8star.comMobile & Internet
Innovation Arbitrage
Contact
• Benjamin Joffe, Founder & CEO
– 10 years experience with Telecom & Internet in Asia.
– “China’s Top 100 mobile industry influencers” in 2007 & 2008.
– Senior Expert for the EU Delegation to China.
– Regular speaker at events on mobile and Internet in Asia.
– Fluent in English, Japanese, French with working knowledge
of Mandarin, Korean and Spanish.
• Contacts
– benjamin0123
– http://twitter.com/plus8star
– www.linkedin.com/in/benjaminjoffe
– www.slideshare.net/plus8star
Beijing Office (HQ) Tokyo Office
Oriental Kenzo, Tower A-20D Flat Hagiwara 2D
48, Dongzhimenwai, Dongcheng District Setagaya-ku 6-36-8
100027 Beijing, P.R. China Tokyo, Japan
Tel: +86 (0)10 8447 7985 [email protected]
+81 | Japan
+82 | Korea
+86 | China
Telecom & Internet
+ Added Value
* High quality