1. Just-in-time Operation in
Social Games
gloops Vietnam
CEO
Eiji Okuda

2. Agenda
● About gloops Group
● Basics of social games
● Just-in-time operation of social games

3. About gloops Group

4. Studio
Marketing

5. 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!

6. Games released in Japan

7. Games in Japan
As of June 2012:
・ Released 19 titles in 2.5 years
・ Total Users: 20 million
・ MAU : 3.0 million
・ Sales : ???

8. 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

10. 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

11. Games developed in Vietnam
・ Ported Legend Cards to Mobage platform
・ Currently available only on Android
・ Coming soon to iOS
Legend Cards for Mobage

12. Games developed in Vietnam
Maxx Commando for iOS and Android
・ Japanese-style card battle game
・ First original IP developed in Vietnam

13. Games developed in Vietnam
・ Another title from gloops Vietnam
・ Coming soon!

14. Basics of social games

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?
・ 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

17. 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

18. 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 Sales
Install
X
DAU
X
Pay UU
= Install X Retention Rate X Pay Rate X ARPPU

19. 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.

20. 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

21. 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)

22. 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.

23. Just-in-time operation of social games

24. 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

25. 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

26. 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)

27. 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

28. User segmentation
・ Special VIP shop for players in S
・ To increase segment C players, sell $0.50 items
(to remove psychological barrier for payment)

29. 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

30. In-game Event
Sales
Date
Event 1 Event 2
Sub-event

31. In-game Event
The number of users who completed each stage in an
event:

32. Summary

33. 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

34. Summary
・ In-game events are very important
・ Adjust game parameters according to
actual data

35. Thank you!