Japanese Social Games Going Global
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This presentation sums up my view on the chances for GREE and DeNA (Mobage) to bring their social gaming platforms to a global audience.
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Japanese Social Games Going Global
- 1. DeNA And GREE: My Perspective On Japanese Social Games Going Global By Serkan Toto, PhD www.serkantoto.com
- 2. 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
- 3. Contact Information Twitter: http://twitter.com/serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: totoserkan AT gmail.com
- 4. Visit My Website For Free Information On Japan’s Social Game Industry (http://www.serkantoto.com)
- 5. 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?
- 6. Question 2: Do you really see China allowing game platforms from Japan to play a crucial role in its domestic market?
- 7. Opinion: “GREE and DeNA are poised to fail outside Japan - at least as platform providers.” (Note: I hope I am wrong.)
- 8. Just a few pointers. There are many more.
- 9. 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
- 10. 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.
- 11. Point 3: Heavy Competition In Mobile Social
- 12. Point 4: Japanese Management Is Unique • 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.
- 13. Point 5: History • 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).
- 14. Point 6: No Causality • 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?
- 15. Thank you for listening! Questions?
- 16. Contact Information Twitter: http://twitter.com/serkantoto LinkedIn: http://linkedin.com/in/serkantoto Email: totoserkan AT gmail.com