2014年10月22日、和田シンラ社長は、コロンビア経営大学院にて、「シンラは、いかにゲーム産業の新しい生態系を築くのか」と題してセミナーを行いました。

1. The Game Changer
How will Shinra build the next
game industry ecosystem?
Oct. 22nd, 2014
Yoichi Wada, President
Shinra Technologies, Inc.

2. Characteristics of Content Industries
 Content is intangible.
Value is generated when content
becomes product.

3. Content Industries in the 20th Century
Movie
Film Industry
Literature Book Publishing Industry
Music Record Industry
Game Game (Console) Industry

4. Transformation from Content to Product
Significant Added Value
Publish
Manufacture
Retail
Distribution
Create
Revenue allocation varies in each industry, however typically only
5-30% (45% max) is given back to the content creators.
As contents get more digital, creators receive higher shares.

5. Characteristics of Game Industries
 Computer games are the most complex
software applications.
A specialized platform is required.
 The game industry ecosystems were
shaped by each specialized platform.

6. Arcade Games : 1970s onward
One Machine, One Game
 Expensive Hardware
Consumer cannot invest in extremely expensive
arcade machines.
Arcade operators purchase machines and had
consumers insert coins to recoup cost.
Birth of a new form of entertainment.

7. Console Games : 1985 - 2000
 One Machine, Multiple Games
 Inexpensive Hardware
Game console makers adopted a vertically
integrated business model, and the ecosystems
were built on the basis of third parties being only
on the game development layer.
The introduction of this new business model led to
substantial growth in the game industry.

8. Console Games : 2000 onward
Non-gaming features (e.g. DVD)
added to console hardware
The effective investment required on the part of
customers to play games was reduced
Other forms of entertainment (e.g. movies)
became increasingly fused with games

9. General Purpose Device Games:
2005 onward
 Smartphones and Laptops
Players no longer have to invest money solely for
the purpose of playing games
Reaches wider target segments and geographical
regions
• Moms playing Farmville
• Emerging markets where game consoles were too
expensive

10. 120,000
100,000
80,000
60,000
40,000
20,000
0
Smart TV
through each expansion of devices
Mobile(SP, Tablet)
PC Online
The games market has grown
Connected
Console
Console/HH/PCソフト
Arcade Game
1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019
12
10
8
6
4
2
Billion $
1975 1980 1985 1990 1995 2000 2005 2010 2015e 2020e

11. Cloud gaming will change
the game industry
fundamentally

12. The Innovator’s Dilemma
Quality
Customer Expectations
Time
Switch

13. Until now we have seen only
partial alignment with the theory
Quality
Time
Partial Switch
Partial Switch
Arcade Game
Console Game
General Purpose
Device Game

14. 12
120,000
100,000
10
80,000
60,000
40,000
20,000
0
1975 2006
8
6
4
2
In the game industry thus far, we have
not seen complete disruption. Rather,
various device markets have piled up
similar to geographical strata.
When there has been a change in
device, the reason we haven’t seen a
complete shift from one device to
another has been due to the
“experience” provided by the uniqueness
of the device itself.

15. 12
120,000
100,000
10
80,000
60,000
40,000
20,000
0
1975 2006
8
6
4
2
The Platform will move from Device
to the Cloud
The differentiation in colors will
become meaningless.

16. Quality
The situation will change completely
Time
Switch !
Client Game Cloud Game

17. Two New Value Drivers
 The New Game Experience
 The New Ecosystem

18. Two New Value Drivers
 The New Game Experience
 Games have shifted from consoles to general
purpose devices. While the market did expand,
uniqueness and variety was lost.
 Cloud gaming is a solution to bring forth new,
unique attributes of games similar to special
purpose devices.

19. Two New Value Drivers
 The New Ecosystem
 Until now, the industry ecosystem has been
built around the device manufacturers
(clients).
 As value shifts from the client to the cloud,
the new ecosystem’s leadership will revolve
around the cloud operator.

20. Shinra Technologies, Inc.
is pioneering this new era.
We anticipate huge opportunities in
the game industry’s greatest
transformation.

21. Shinra Enables New Game Experiences
 New experiences occur on a supercomputer designed for
games
 We free game developers from strangleholds such as:
 The difficulty of creating online games
 The need to support multiple devices and OSs
 The limited processing availability in devices
 We present players with new ways to interact with
games

22. Shinra Establishes A New Ecosystem
 Via the cloud, create a world that ties together users,
developers and related parties in a way that is both
satisfying and economically palatable
F2P, crowd funding, crowd sourcing, etc
Include all these new trends to create a true
“ecosystem”

23. We are building worlds no one has seen
before, and we cannot do it by
ourselves
Shinra adopts an
Emergent Strategy

24. Get on a rocket ship : shinra.com