Just-in-time Operation inSocial Games

gloops VietnamCEOEiji Okuda

Agenda

● About gloops Group

● Basics of social games

● Just-in-time operation of social games

About gloops Group

Studio

Marketing

About gloops Inc.

・ gloops Inc. was founded in 2005

・ #1 social game developer on Mobage Platform ・ 400+ employees (As of June 2012)

・ We are seeking fun!

Games released in Japan

Games in Japan

As of June 2012:

・ Released 19 titles in 2.5 years

・ Total Users: 20 million

・ MAU : 3.0 million

・ Sales : ???

About gloops Vietnam Co. Ltd.

・ gloops Inc’s first subsidiary outside of Japan

・ Founded in Dec 2011 ・ 60 employees (as of June 2012)

・ Show our value to the world

・ Develop and operate social games for global market

Games developed in Vietnam

・ Released on Facebook platform

・ Written in HTML5

・ Can be played on mobile or PC web browsers

・ Operating in Vietnam for international market

Legend Cards for Facebook

Games developed in Vietnam

・ Ported Legend Cards to Mobage platform

・ Currently available only on Android ・ Coming soon to iOS

Legend Cards for Mobage

Games developed in Vietnam

Maxx Commando for iOS and Android

・ Japanese-style card battle game

・ First original IP developed in Vietnam

Games developed in Vietnam

・ Another title from gloops Vietnam

・ Coming soon!

Basics of social games

What is social game?

A type of online game that is played with friends through social networks

* Farm Ville (Zynga)

What are the features of social games?

・ Interact with other users through asynchronous gameplay

・ Usually only play in 5 minute segments

・ No end to the game

・ Can modify the game anytime

・ Can open in-game events

Importance of operation

Since gameplay can be modified at anytime, prompt analysis and support are very important.

・ Analyze real-time data and use results to immediately enhance game play

・ Open events consistently enough to prevent players from becoming bored

Basic KPIs of social games

Break down sales into smaller pieces:

Sales = Install X

In order to increase sales, we need to improve each number.

DAU Pay UU SalesInstall

XDAU

XPay UU

= Install X Retention Rate X Pay Rate X ARPPU

Basic KPIs of social games

1. Installation

・ How you can increase install: - Advertisement - Word of mouth - Review - Invitation

・ Aim to acquire loyal users. ・ Organic users are the best.

Basic KPIs of social games

2. Retention Rate ・ Give players benefit of coming back to the game: - Login Bonus - “Come back” campaign

・ Find drop-out point and fix it ・ Tutorial drop rate is always pretty high

・ Adjust the balance of the game

Basic KPIs of social games

3. Pay Rate

・ Add more cash points, especially for inexpensive goods (e.g. starter pack, etc.) ・ Open sale shop

・ Add new items to the shop (and advertise)

Basic KPIs of social games

4. ARPPU (Average Revenue Per Paid User)

・ Add more cash points, especially for expensive goods: - Bundle pack - Premium item - Etc.

Just-in-time operation of social games

PDCA Cycle (Plan Do Check Act)

We need to blaze through the PDCA cycle!

・ We accumulate user action history all the time

・ We must respond to user needs immediately

・ Daily PDCA: “Plan” in the morning with data from last night “Do” in the afternoon/evening “Check” the results next day “Act” by going back to next PDCA cycle

PDCA Cycle (Plan Do Check Act)

Plan: The most important!

When you make a plan, always make a clear objective.

Then you’ll know where to look for progress.

Prepare for “Check” in Plan phase

In the course of “Do”, you can “Check” progress in real time.

Blaze through PDCA cycle

User Stress-Management

Play Free

Frustration! This is not fun, I’m quitting!

Stress・ Cannot win・ Cannot proceed・ Too hard

Cash Point

・ Can get stronger!・ Can go further!・ Easy and fun!

User should have appropriate stress(Not too hard, not too easy)

User Stress-Management

Change parameters every day according to actual data:

・ Everyday, check user progress in the game - Number of rare items - Number of users who completed each stage　・ If it is too easy or too difficult, adjust game parameters to balance the game

・ Add another stage when a certain amount of users complete all stages

User segmentation

・ Special VIP shop for players in S

・ To increase segment C players, sell $0.50 items (to remove psychological barrier for payment)

In-game Event

・ Open in-game events 2–3 times per month

・ To release new events on time without updating the game, most parts of the game are built with HTML

In-game Event

Sales

Date

Event 1 Event 2

Sub-event

In-game Event

The number of users who completed each stage in an event:

Summary

Summary

・ Just-in-time operation is the key to success in social games

・ Blaze through the PDCA cycle

・ Break down sales into smaller KPIs: Installations, Retention Rate, Pay Rate and ARPPU

Summary

・ In-game events are very important

・ Adjust game parameters according to actual data

Thank you!