View
8.633
Download
0
Category
Tags:
Preview:
DESCRIPTION
This presentation sums up my view on the chances for GREE and DeNA (Mobage) to bring their social gaming platforms to a global audience.
Citation preview
DeNA And GREE: My Perspective On Japanese Social Games Going Global
By Serkan Toto, PhD www.serkantoto.com
About Me
• Tokyo-based web, mobile and gaming industry consultant • Advisor for startups in Asia and the US • Japan contributor for TechCrunch.com • Personal website: www.serkantoto.com
Contact Information
Twitter: http://twitter.com/serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: totoserkan AT gmail.com
Visit My Website For Free Information On Japan’s Social Game Industry (http://www.serkantoto.com)
Question 1: Do you really see millions of users in the US, Europe, and Asia prefer playing games on GREE and Mobage over Facebook and the others?
Question 2: Do you really see China allowing game platforms from Japan to play a crucial role in its domestic market?
Opinion: “GREE and DeNA are poised to fail outside Japan - at least as platform providers.” (Note: I hope I am wrong.)
Just a few pointers. There are many more.
Point 1: Japan-Only Success Factors
• Key success factors that fueled DeNA and GREE‘s growth in Japan don‘t apply elsewhere.
• Examples: • Carrier billing • Game-friendly society • Mobile-centric users • Japan‘s ARPU for social games is unique
globally • Fast, reliable 3G networks (example: in SEA) • Affordable mobile data plans
Point 2: Popularity of Japan-Specific Games
• The biggest social games in Japan are card battle games: acceptance abroad is uncertain. First titles from Japanese game firms flopped.
• Genres like dating simulations or social horse racing games difficult/impossible to transplant.
• Game design is heavily influenced by Manga and Anime culture.
• US and European game developers have caught up/overtaken their Japanese counterparts.
Point 3: Heavy Competition In Mobile Social
• Incompatibility between Japanese and foreign management styles and business cultures is well documented in economic literature.
• Example from the social game industry: the Openfeint <-> GREE case from September 2011.
• Integration of startups (Openfeint, ngmoco) and listed large-cap companies (GREE, DeNA) makes things even worse.
Point 4: Japanese Management Is Unique
• Fact: in the entire web and mobile business history, absolutely no Japanese company succeeded abroad.
• Example: NTT Docomo‘s i-mode. But there are many, many more.
• Nintendo and Sony PS comparison doesn‘t count (the social game market in the 2010s has nothing in common with the video game market in the 1980s/1990s).
Point 5: History
• Being successful in Japan and understanding mobile does not automatically lead to success outside the country, as DeNA and GREE suggest (see point 1).
• Zynga got burnt in Japan even though they have acquired a startup, teamed up with local companies (SoftBank Mobile, Mixi), and clearly know how to do social games. -> similarity?
Point 6: No Causality
Thank you for listening! Questions?
Contact Information
Twitter: http://twitter.com/serkantoto
LinkedIn: http://linkedin.com/in/serkantoto
Email: totoserkan AT gmail.com
Recommended