5. About gloops Inc.
ใป gloops Inc. was founded in 2005
ใป #1 social game developer on Mobage Platform
ใป 400+ employees (As of June 2012)
ใป We are seeking fun!
7. Games in Japan
As of June 2012:
ใป Released 19 titles in 2.5 years
ใป Total Users: 20 million
ใป MAU : 3.0 million
ใป Sales : ???
8. About gloops Vietnam Co. Ltd.
ใป gloops Incโs first subsidiary outside of Japan
ใป Founded in Dec 2011
ใป 60 employees (as of June 2012)
ใป Show our value to the world
ใป Develop and operate social games for global
market
9.
10. Games developed in Vietnam
Legend Cards for Facebook
ใป Released on Facebook
platform
ใป Written in HTML5
ใป Can be played on mobile or
PC web browsers
ใป Operating in Vietnam for
international market
11. Games developed in Vietnam
Legend Cards for Mobage
ใป Ported Legend Cards to Mobage platform
ใป Currently available only on Android
ใป Coming soon to iOS
12. Games developed in Vietnam
Maxx Commando for iOS and Android
ใป Japanese-style card battle game
ใป First original IP developed in Vietnam
13. Games developed in Vietnam
ใป Another title from gloops Vietnam
ใป Coming soon!
15. What is social game?
A type of online game that is played with
friends through social networks
* Farm Ville (Zynga)
16. What are the features of social games?
ใป Interact with other users through
asynchronous gameplay
ใป Usually only play in 5 minute segments
ใป No end to the game
ใป Can modify the game anytime
ใป Can open in-game events
17. Importance of operation
Since gameplay can be modified at anytime,
prompt analysis and support are very
important.
ใป Analyze real-time data and use results to
immediately enhance game play
ใป Open events consistently enough to
prevent players from becoming bored
18. Basic KPIs of social games
Break down sales into smaller pieces:
DAU Pay UU Sales
Sales = Install X X X
Install DAU Pay UU
= Install X Retention Rate X Pay Rate X ARPPU
In order to increase sales, we need to
improve each number.
19. Basic KPIs of social games
1. Installation
ใป How you can increase install:
- Advertisement
- Word of mouth
- Review
- Invitation
ใป Aim to acquire loyal users.
ใป Organic users are the best.
20. Basic KPIs of social games
2. Retention Rate
ใป Give players benefit of coming back to the game:
- Login Bonus
- โCome backโ campaign
ใป Find drop-out point and fix it
ใป Tutorial drop rate is always pretty high
ใป Adjust the balance of the game
21. Basic KPIs of social games
3. Pay Rate
ใป Add more cash points, especially for inexpensive
goods (e.g. starter pack, etc.)
ใป Open sale shop
ใป Add new items to the shop (and advertise)
22. Basic KPIs of social games
4. ARPPU (Average Revenue Per Paid User)
ใป Add more cash points, especially for expensive
goods:
- Bundle pack
- Premium item
- Etc.
24. PDCA Cycle (Plan Do Check Act)
We need to blaze through the PDCA cycle!
ใป We accumulate user action history all the time
ใป We must respond to user needs immediately
ใป Daily PDCA:
โPlanโ in the morning with data from last night
โDoโ in the afternoon/evening
โCheckโ the results next day
โActโ by going back to next PDCA cycle
25. PDCA Cycle (Plan Do Check Act)
Plan: The most important!
When you make a plan, always make a clear objective.
Then youโll know where to look for progress.
Prepare for โCheckโ in Plan phase
In the course of โDoโ, you can โCheckโ progress
in real time.
Blaze through PDCA cycle
26. User Stress-Management
Play Free
User should have appropriate stress
(Not too hard, not too easy)
Cash Point
Stress
ใป Cannot win ใป Can get stronger!
ใป Cannot proceed ใป Can go further!
ใป Too hard ใป Easy and fun!
Frustration! This is not fun, Iโm quitting!
27. User Stress-Management
Change parameters every day according
to actual data:
ใป Everyday, check user progress in the game
- Number of rare items
- Number of users who completed each stage
ใ
ใป If it is too easy or too difficult, adjust game
parameters to balance the game
ใป Add another stage when a certain amount of users
complete all stages
28. User segmentation
ใป Special VIP shop for players in S
ใป To increase segment C players, sell $0.50 items
(to remove psychological barrier for payment)
29. In-game Event
ใป Open in-game events 2โ3 times per month
ใป To release new events on time without updating
the game, most parts of the game are built
with HTML
33. Summary
ใป Just-in-time operation is the key to success in
social games
ใป Blaze through the PDCA cycle
ใป Break down sales into smaller KPIs:
Installations, Retention Rate, Pay Rate and
ARPPU