SHARP 6K David Collier
User Manual: SHARP 6K
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Mobile Games: Trends from Japan David Collier dc@wm.namco.co.jp page 1 | Confidential 2 The Total Service! Marketing Total Service Technology Applications In Japan, the mobile publisher fills a broad role in the ecosystem ///////// Marketing In Europe, we now have the handsets, the networks, and the content. But a big missing link is still informing the consumer about what they can do with their new phone The first download is the hardest! Let’s see how the carriers and content companies in Japan are working together to get users across the threshold - In print - In store - On the phone 3 Trend: mobile charts Docomo games topmenu Site Ranking creates a fair competitive field Different carriers rank their games in different ways – number of subscribers, page accesses, or revenue. This leads to tactics like different pricing plans to game the system! Different levels of the menu are organized in different ways too Docomo games categories: Games 1 > Namco (ナムコ) ranks #1! ・ Game pack ・ Mini game Æ total 26 sites ・ RPG ・ Communication ・ Sports ・Table games ・ simulation Games 2 > ・ Variety ・ mail games ・ quiz ・ nurturing ・ adventure, ・ novel ・ character ・ general Jsky game-pack menu 4 CPs provide the surrounding site A huge difference between Japanese and European service structures. Producing and running the site is a huge startup burden but provides a lot of merchandising flexibility to the CP. 5 Docomo “Weekly Guide” Very high traffic mobile site which is a guide to what’s new on i-mode A way for the carrier to include more “editorial opinion” than just straight popularity rankings • Introducing “what’s new” • Special Feature • Sites that use new tech or handsets • Emoji graphics • Tips and Tricks • Single Banner ad From this “weekly guide” you could foresee Docomo’s stance like “contents magazine”. Docomo will never be a CP on their own to enable an even field for the content providers 6 Vodafone Japan famitsu appli guide Namco (ナムコ) ranks #1! Vodafone Japan produce a 36 page booklet detailing games, cheats, maps and more each month. Also available on the phone itself as a mobile mag 7 magazines 8 Carrier marketing focuses on content! Subway posters feature content heavily 9 10 DoCoMo brochures Docomo creatively comarket with their content partners, distributing these type of gatefold leaflets to all their stores. This Docomo brochure features four pages on “Taiko No Tatsujin” and also three other new Namco contents. S&M: ICP gatefold format Content company fliers are distributed to retail for free by the carrier. A win-win situation where the carrier helps the content companies market. 11 Flyers Distributed free in-store at POS 12 The candy store! 13 What Beckham is really thinking… 14 S&M: Cross-promotion Huge problems with mobile spam means the carrier has all but banned email marketing Basic cross-linking is also subject to discussion… Examples: • Exit traffic • Related giveaways – eg free ringtones on a games site • Loyalty programs and membership clubs (eg “Cybird Style”) 15 S&M: Virtual Arcades Some game co’s have implemented their own ‘virtual economy’ with ‘coins’ to be spent in a virtual arcade Has other added beneifts • Unused coins carry over across months, motivating players not to quit or they will lose these coins • Different games can be valued differently. Eg a new or branded game could cost three coins • Allows an ‘event’ billing model to be overlaid on the carrier’s ‘subscription’ system. 16 S&M: Katte sites The operators are starting “Open” billing This means: • a site can use charge end-users via the operator’s monthly statement • But - the site won’t be featured on the operator portal, so has to be promoted independently • The criteria are much less testing than becoming a formal official site This is seen as an intake method to become an “official” site 17 ////////// Applications Branding Packaging Backing the right technologies… 18 On the small screen: the brand is King On mobile, branded games hugely outsell unbranded ブランドって重要なの？ • The tiny mobile phone storefront gives just an instant for consumers to decide which game to download • Well-known games win every time • Namco is a giant in the Japanese game industry with group consolidated turnover of $1.4BN in 2002 Killer Brands… Namco games have inspired a range of books eagerly taken up by fans. This banner for Pac-Man had such strong recognition that it won the D2C award for best mobile advert. Even people who did not grow up with Pac-Man immediately recognized it as a fun game. 19 Brand power: Namco Melo-Chara 20 Namco’s brands are in such demand that people want screen savers and melodies of the games and characters. So we provide the “Melo-Chara” site mobile phone: perfect for 21 Arcade Classics Arcade classics are perfectly suited for mobile and have proven to be huge hits… Designed for short bursts of quick play Can play instantly without reading the manual! Suits the technology perfectly Catchy brands and addictive game-play mechanics Xevious Tekken 4 DigDug Galaga Pac-Man Namco has 4 of the top ten arcade games of all time In the beginning there was i-mode… We were a launch partner for DoCoMo’s i-mode We invented the “Game-Pack” idea with “Namco Island” Now we provide 12 different sites to Docomo, more than any other game company. Namco Island was our first Docomo site. Namco invented the idea of a “Game Pack” bundle of games for a monthly fee. 22 Hit-making with Brew and KDDI #1 Brew game at KDDI Launch: Xevious • • • • Huge success! Clearly the most popular game on the menu Tuned for the Japanese Brew launch Well marketed by KDDI We chose a fast paced shooting game because it showed off Brew’s native high-performance very well なぜBrewでゼビウス？ 23 Hits keep coming! Mr. Driller 24 A smash hit on the Gameboy • The perfect action puzzle for the phone This game has been a huge smash on gameboy and playstation, spawning a range of merchandise, fan-sites character goods and competitions. It is doing equally well on the mobile phone as the gameplay is perfectly suited for the advanced mobile phones out now. Trend: Larger games Harder and harder to get a carrier to offer menu listing for a single standalone game Taiko no Tatsujin is an exception, a single game that people subscribe to so they can get new songs each month. Currently the most popular “single game” item on the docomo menu. ｹﾞｰﾑｾﾝﾀｰから飛び出した、 太鼓の達人、大ヒット！ 25 Trend: Multiplayer Games Packet fees are still very high and ICPs don’t get a cut, so little motivation to get users rack up huge packet fee bills. • Example: a game of Othello will cost 50cents per player Tekken Command Battle • used KDDI’s free “C-Mail” messaging protocol to allow players to compete without incurring packet fees. • Also carriers prevent services that enable match-up and communication between strangers… • Korea is much more flourishing for mobile multiplayer because there is a revenue share model for packet data. 26 Trend: 3D - Ridge Racer on Vodafone Japan The mobile phone is a PlayStation One! • • • • Created a new high 500yen price point for premium content Reinforced the brand value of the Ridge-Racer Series Blockbuster! the most expensive mobile game ever produced Almost identical to the PlayStation version リッジがすごいのは 分かるけど高くない？ Namco felt someone had to lead the industry to a higher price point, to help the mobile game business evolve. It was high risk as this is the most expensive mobile game ever produced. The sales have exceeded expectations and so far we have had no user complaints about the price point. Namco partners with carriers and handset makers to create killer launch apps 27 ////////// Technology 28 29 Carrier drives handset specification Docomo: J-Phone: KDDI: “DoJa” MIDP + “JSCL” KDDI-P 0x 5X “H” type EzPlus Java Brew 30+200 = 230k 50k 100k 256k 50k Varies by Handset 2.0 3.0 1.0 2.0 3.0 No Soon? 9.6k 9.6k up 28 down 9.6k up 28 down 9.6k 9.6k up 28 down 9.6k up 28 down 19 – 64k 19 – 64k No No Yes No No Yes No Yes 503 504 505 DoJa 1 DoJa 2 DoJa 3 Java App size 10+10 = 20k 30+100 = 130k 3D No Network Mail API? Other Where are the standards DoCoMo DoJa 30 going? European i-mode DoJa 1.5 日本→海外? J-Phone JSCL Vodafone VSCL KDDI MIDP MIDP 1.0 KDDI Brew Brew MIDP 2.0? Handset manufacturers Content is used to differentiate handsets and show off new features… Many of the 505 series handsets featured optional additions to the spec • • • • • Fingerprint reader (Fujitsu) Speech Synthesis (NEC, MA5 chip) 3D screen effect (Sharp) OCR (Nec, sharp) Synchronization (Panasonic) Often this commissioned content is the first to use new technologies 31 32 Panasonic / 写かりきペット Virtual pet | Japan | 1 player | J2ME + camera + IR | Virtual pet that uses the camera to create food to feed! • Shows when you have mail as a screensaver • You can IR rare food items to your friends 33 NEC - photo battler fighting | Japan | n players | J2ME + camera + IR | Fighting Game that uses the camera • Using photos to create your • • • • • characters Depending on the photo different attributes: life, power, speed You can add comments You can also infrared the battlers and play against other people You can add comments and these will get transferred as your “warrior” if you IR the photo to someone else NEC used this game to promote features of their N504iS Fujitsu Fingerprint game Using fingerprint authentication as part of the gameplay If the dog knows it is you, the owner, he gets especially happy when you pet him! © 2003 i-freek Co., Inc. 34 Panasonic - “fishing anywhere” 35 simulation | Japan | n players | BREW + GPS | Location based fishing game. • The phone’s GPS is used in this game to send info to server • You compete against other people in your area • Bundled with the C3003P as a Brew app 36 Kotae wa? Miffy This game used the unique sound sampling functions of the SH53 new phone from Vodafone and Sharp • Vodafone Japan (J-Phone) and Sharp pair to add another new feature to java… audio sampling. Speak into the MIC and your answer is compared to a sample of the correct answer © Mercis BV, © NEC Interchannel Ltd 2003 Sharp - Games using 3D effect These are pretty hard to show as they rely on an optical illusion that won’t come over too well on the presentation screen... • Best to come up to the podium afterwards! 37 Tech – hardware – handy karaoke 38 Tech – hardware - NaviGety 39 Karaoke > Hungry > Hotel http://www.navigety.tv/ It’s a wireless world! BowLingual MeowLingual Docomo want to sell more wireless devices than there are people in japan. 40 //////////// The full service Beyond individual games… a holistic approach! • Game Packs • Lifecycle management • Pricing Models 41 A mobile game service is like a Game Center 42 Enter the “game pack”: • A package of games bundled together and sold as a monthly subscription service Its not just about a single game but a well rounded service Killer brands out front by the door Table games around the side to keep people Contests and prizes Constant turnover of new titles… ﾓﾊﾞｲﾙｺﾝﾃﾝﾂｻｲﾄ＝ ﾊﾞｰﾁｬﾙｹﾞｰﾑｾﾝﾀｰ？ Namco operates theme parks across Japan, including NamjaTown in Ikebukuro. This allows us to develop rich game ideas that can be used across other platforms Vodafone Japan: #1 Game Pack Namco Appli Carrot-J J-Phone produce a monthly magazine featuring the latest games. Encouraging competition among content providers they show charts of which sites are popular. Namco is #1 on J-Phone/Vodafone Japan 43 Games have a Lifecycle Just like a game center, different games serve different purposes. The service needs the right mix… ■ Big brand titles like Ridge-Racer act as “acquisition” apps, bringing in new customers in and convincing them to join the service. ■ “Killer Apps” like Pac-Man just keep people playing constantly month after month. ■ Games like table-games have a lower but constant play factor. These are the “retention” apps that keep people subscribed to the service after they join. ■ This is just a brief snapshot but of course you need to keep adding new titles to maintain people’s interest in the service… 44 Subscription vs Per-Download Business model 月額課金 vs DL課金 海外の現状は？ Subscription model creates a better long-term business Pay-per-download looks good initially but the business is demanding to sustain Our desire is to move from pay-per-download services to subscription services as we have more content available internationally and billing systems mature. 45 Global Games Marketplace! Global standards? Global market? Write once, run all over the planet… …debugging / 46 Mobile games 47 boost ARPU! ﾓﾊﾞｲﾙｹﾞｰﾑが Voice ARPU is falling everywhere, but data is rising ARPUを引き上げる？ • Games create significant data traffic Our well known brands are helping operators attract a mass-market mobile game audience and launch their data services 9000 8000 7000 6000 5000 4000 3000 DoCoMo: 2000 1000 0 Launch of the 503, japan’s first java capable mobile phone helped Namco subscriptions to take off and now similar Java launches are happening all over the world. Launch of the 503 – first java phone Voice ARPU is falling while Data is rising 1999 voice ARPU 2000 data ARPU voice ARPU 2001 data ARPU 2002 2003 Source: Docomo Source: Namco The emerging 48 Global Market Technology platforms are aligning and we have a single global market for mobile games. Europe Asia Americas Vodafone Live! Telefonica KPN, E-Plus,O2 Far East Tone SmarTone SKT, KTF, LGT Docomo, J-Phone, KDDI … Sprint ATT ??????? … DigitalBridges OrangeGum, M-Dream Namco reaches over 200M mobile users Europe: Vodafone Live! • Vodafone strategy was to focus on relationships with a few of the worlds top mobile game brands • Namco is one of only a handful of companies with a “search by brand” option • 30% of Vodafone Live! content revenues are said to be going to Japanese content providers Namco is now Live on other leading European carriers O2, Telefonica, Eplus, KPN with others in development 49 Questions for entering Japan What is the breadth of your catalog • Could you sustain an independent menu offering or better to work inside another portal? • Can you create a bundle for “game pack” packaging? Can you create “Deluxe” versions for japan • Eg that use the extended java features like 3D 50 51 The Total Service! Marketing Total Service Technology Applications In Japan, the mobile publisher fills a broad role in the ecosystem 52 Growing the market together Win/win revenue share A good user experience will lead to more users and a better business Ranking system Leave content to CPs Carrier Content focused marketing Subscription billing system User Consistent Java Cable download DRM security Multi-key press Handset Content Best content at launch Content refresh Content Co-Marketing 53 From all of us… Partner with to build the mobile game business. We are looking forward to success together! David ‘DC’ Collier dc@wm.namco.co.jp and the European team… ご清聴ありがとうございました Luca Nardoni Jonathan Lister John McKenzie
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