For a more detailed and in-depth version, please contact us at: contact@activegamingmedia.com Visit our website to see the types of products and services we provide: http://www.activegamingmedia.com/en/ For any inquires or questions regarding our products and services, please contact us at: contact@activegamingmedia.com Osaka Main Branch Okazaki Building 2F, 1-12-6 Utsubo Honmachi, Nishi-ku, Osaka, Japan 550-0004 Tel: 06-6147-9401 Fax: 06-6147-9402 Tokyo Business Ofaice Clover Nishishinjuku Bldg 2F. 3-23-4 Yoyogi, Shibuya-ku, Tokyo, Japan 151-0053 Tel: 03-6276-3075 Fax: 03-6276-3076

1. http://www.activegamingmedia.com/
Guidelines on making a successful
casual game
Focusing on Japan

2. What is a “casual game”?

A
category
of
social
games
apart
from
strategy
SLG,
MMORPG,
card
games,
simulation
games,
etc.
Examples:
 Puzzle
games
 Hidden
object
games
 “Spot
the
difference”
games
 Classic
games
(mahjong,
chess,
etc.)
 Etc.
Puzzle
and
Dragons
P.2

3. Distribution of APRUxMAU by genre
Casual
games
have
a
high
MAU
(monthly
active
users)
but
a
low
ARPU
(average
revenue
per
user)
compared
to
other
games.
P.3

4. To raise the ARPU, +α elements are
necessary
P.4

5. Casual game and +α elements
Casual
game
elements
+α
elements
A)
Learning
elements
• Simple
tutorial
• Simple
plot
• Simple
game
rules
H)
Progression
elements
• Assets
• New
quests/missions
• Special
collections
B)
Operational
elements
• Ease
of
control
• Clear
instructions
I)
Rewarding
elements
• Game
coins,
cards,
etc.
• Gacha
• Daily
play
bonus
C)
Irritating
elements
• Time
limits
J)
Social
elements
• Friend
chat/comment-­‐related
features
• Discussion
board/circles
D)
Refreshing
elements
• Chain
reactions
(e.g.:
level-­‐up,
combos)
K)
Strategic
elements
• Optimization
of
decks
and
stages
E)
Unexpected
elements
• Raid
bosses
L)
Growth
elements
• The
development
of
avatars
F)
Competitive
elements
• PvP
• Rankings
M)
Random
elements
• Gacha
• Random
reward
items
G)
Tactical
elements
• Special
reward
items
N)
Limited
elements
• Events
P.5

6. Steps for making your game
successful and increasing its KPI
Step
1:
Can
you
catch
players’
attention?
 Step
2:
Can
you
maintain
the
short-­‐term
RR
(retention
rate)?
 Step
3:
Can
you
maintain
the
long-­‐term
RR
and
the
level
of
ARPU
over
time?

P.
6

7. Elements required for each step
Step
1
Step
3
Step
2
Launch
~
First
play
Long-­‐term
RR
&
ARPU
Short-­‐term
RR
A.
Learning
element
F.
Competitive
element
J.
Tactical
element
B.
Operational
element
G.
Progression
element
K.
Strategic
element
C.
Irritating
element
H. Rewarding
element
L.
Growth
element
D.
Refreshing
element
I.
M. Random
element
E.
Unexpected
element
Social
element
N. Limited
element
Monetization
P.
7

8. Monetization
However,
it
is
also
important
to
monetize
the
game
cleverly
throughout
each
step!
1)
Timing
2)
In-­‐game
store



Make
it
easy
for
players
to
make
purchases
Bonuses
Packages
3)
Pricing
P.
8

9. How to create your games
Step
1:
Research
(Gathering
users’
opinions)
Step
2:
Linking
the
comments
Step
3:
Considering
the
types
of
games
realected
from
these
comments
Step
4:
Application
of
the
above
casual
game
and
+α
elements
P.
9

10. Thank you!
For
a
more
detailed
and
in-­‐depth
version,
please
contact
us
at:
contact@activegamingmedia.com
Visit
our
website
to
see
the
types
of
products
and
services
we
provide:
http://www.activegamingmedia.com/en/
For
any
inquires
or
questions
regarding
our
products
and
services,
please
contact
us
at:
contact@activegamingmedia.com
Osaka
Main
Branch
Okazaki
Building
2F,
1-­‐12-­‐6
Utsubo
Honmachi,
Nishi-­‐ku,
Osaka,
Japan
550-­‐0004
Tel:
06-­‐6147-­‐9401 Fax:
06-­‐6147-­‐9402
Tokyo
Business
Ofaice
Clover
Nishishinjuku
Bldg
2F.
3-­‐23-­‐4
Yoyogi,
Shibuya-­‐ku,
Tokyo,
Japan
151-­‐0053
Tel:
03-­‐6276-­‐3075 Fax:
03-­‐6276-­‐3076
P.10