The Global Outlook! for Social Games! Eiji Araki! SVP of Social Games! GREE International!
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1 The Global Outlook! for Social Games! Eiji Araki! SVP of Social Games! GREE International!
2 Introduction! Eiji Araki! SVP of Social Games! GREE International! Bio Joined GREE in August 2005 as 5 th employee.! Developed Clinoppe, Haconiwa and Pirate Kingdom some of the most successful mobile social games in Japan.! Currently runs GREE International s games studio in San Francisco.
3 Today s Subjects! GREE Company Overview and Global Expansion! The Future of Gaming = Mobile + Free-to-Play + Social! GREE Strategy for Successful Game Design! Differences between Social Games: Japan vs. US! GREE s US Games Titles! Where Gaming is Going: Mobile Social Platforms! We re Hiring!!
4 COMPANY OVERVIEW!
5 GREE Overview! Founded Founder & CEO Tokyo December 7, 2004 Yoshikazu Tanaka Founded CEO International San Francisco January 2011 Naoki Aoyagi! Acquired OpenFeint April 2011!
6 The Leading Mobile Gaming Platform! Established only! 8 years ago Approx. 934 employees,! 3x from 1 year ago December, 2011 consolidated base! 190 mm users December, 2011! Japan s No.1 advertiser! for TVCMs! Number of air-play, November- December, 2011! 7,500 game titles February, 2012! Targeting 2 billion! USD in revenue Estimated June, 2012! 5.9 billion USD! market cap March, 2012! Listed on the! TSE 1 st Section June, 2010!
7 GREE Current Global Reach! San Francisco London Amsterdam Dubai Beijing Seoul Tokyo Osaka Singapore São Paulo!
8 GREE Financial Overview! US Dollars (Millions)! $600! $500! $400! $300! $200! $100! $148 $175 $74 $85 $198 $99 $260 $121 $397 $217 $536 $291 $0! Q1! Q2! Q3! Q4! Q1! Q2! FY 2011! FY 2012! * Fiscal year-end, June 30! Net Sales! Operating Profit! Source: GREE Financial Results for the Second Quarter of the Fiscal Year Ending on June 30, Converted using oanda.com.!
9 Growing User and Game Network! Players (Millions)! MM User Accounts!! Live Games! Live Games!! Jun! Jul! Aug! Sep! Oct! Nov! Dec! Jan! Feb! Mar! Apr! May! Jun! Jul! Aug! Sep! Oct! Nov! Dec! Jan! Feb! 2010! 2011! 0 Jun! Jul! Aug! Sep! Oct! Nov! Dec! Jan! Feb! Mar! Apr! May! Jun! Jul! Aug! Sep! Oct! Nov! Dec! Jan! Feb! 2012! 2010! 2011! 2012!
10 GREE JAPAN & GLOBAL EXPANSION!
11 GREE as a Social Networking Service! Feature Phone! Smartphone! PC!
12 GREE Develops Games In House! Source: GREE Financial Results for the Second Quarter of the Fiscal Year Ending on June 30, 2012!
13 GREE Offers Robust 3 rd Party Ecosystem!! Source: GREE Financial Results for the Second Quarter of the Fiscal Year Ending on June 30, 2012!
14 Wide Variety of Revenue Sources!
15 User Demographics in Japan! 47% Male 53% Female 12% 6% 21% Under 18 27% 34%
16 Corporate Partnerships! Platform Partnerships Acquired in April 2011 to expand into North America and to couple GREE s free-toplay knowledge with the OpenFeint mobile social gamer network (world s largest).! Partnered with in January 2011 to help GREE s developer partners expand into China market with Tencent s social network (largest in China) and online platforms.! Carrier Partnerships Partnered with in August 2011 to allow GREE games to enter Korean market. SK has 50% market share in Korea s mobile market & operates Korea s 1st app store.!
17 Corporate Partnerships! Carrier Partnerships, cont. OpenFeint partnered with AT&T GameWorld to provide developers with a game community SDK, and provide gamers with high quality content on AT&T devices.! Strategic Partnerships Partnered with in August 2011 to allow GREE development partners to leverage Unity technologies. Also gives exclusive right for GREE to redistribute Unity for GREE license to any GREE Platform developer, reducing development costs.! Partnered with in September 2011 to adopt the newest versions of Adobe s crossplatform features, allowing GREE developers (Web and Flash) to easily create apps across platforms such as Android and ios.!
18 Corporate Partnerships! Content Development Invested in Wizcorp in April 2012 due to their commitment to HTML-5 based game development, helping GREE create the most high-quality content.! Partnered with Ubisoft in February 2012 to bring a brand new Assassin s Creed game exclusively to GREE Platform in Q ! Partnered with Gameloft to have Gang Domination on GREE Platform in Q2 2012, allowing the game to take advantage of the Platform s social features.! APAC Partners Partnered with 11 Chinese and Korean developers to penetrate Asian markets and expand GREE Platform and content to players and developers.! Invested in UltiZen games in August 2011 to give GREE developers access to UtliZen development and outsourcing capabilities.!
19 THE FUTURE OF GAMING: MOBILE + FREE-TO-PLAY + SOCIAL!
20 Increase in Smartphone & Social Media! Global PC and Smartphone Shipments Trend of Global Time Spent Online (Millions) % % Social Media % Portal Media 2005! 2007! 2009! 2011! 2013! (E) PC! Smart Phone! Sources: Morgan Stanley Mobile Internet Trend 2007! 2008! 2009! 2010!
21 Mobile Gaming Occurs Everywhere! No Longer Limited by When & Where You Play Games!
22 Growth in Free-to-Play Games! Game Design Has Shifted to Freemium with IAP! Premium games monetize users once! F2P games monetize users many times! $ Paid! User Revenue! Free-to-play with IAP!! Longer play = more $$$$! Premium Game! Virtual goods market was $7.3B in 2010; will double by 2014!! Download App! Time game played! Source: Zynga SEC filing, via In-Stat market intelligence firm.!
23 Free-to-Play Games Monetize! 18 of Top 25 Grossing Games are Free to Download! Source: itunes store April 9, 2012!
24 GREE STRATEGY FOR SUCCESSFUL GAME DESIGN!
25 3 Game Elements for Success! 3 Key Game Mechanisms For Success User Acquisition! Continuously attract new users with high quality content! Engagement! Update games with new features and content to keep users entertained! Social! Integrate social features to allow for social discovery of games across network!
26 User Acquisition! Engagement Social Popular Themes and User Friendly Game Play! Pet, Farm, City, Apartment, Zoo, Casino, etc..!
27 User Acquisition! Engagement Social Content Updates Engage Users & Extend Game Play! Game! Release! Acquire! Initial Users! Update! Content in Game! Engage Existing Users & Acquire! New Users! Social Features Create Virality!
28 User Acquisition! Engagement! Social! Active Communication 2) Engagement Helps Retain Users! Visit friend s farm! Friend checks! comment! Write! comment! Notification sent! Earn friend points!
29 User Acquisition! Engagement Social Need Compelling Content to Monetize the 5%! Role in Game! Playing Style! % Users! Casual Gamers! (Low ARPU)! User Acquisition! Engagement! Invites friends to play together for social experience! 95%! Hard Core Gamers! (High ARPU)! User Acquisition! Engagement! Monetization! Purchases items in game to level-up quickly! 5%!
30 DIFFERENCES BETWEEN SOCIAL GAMES: JAPAN VS. US!!
31 App Store Rankings Greatly Differ! Top 5 Grossing Games in Japan App Store! Puzzle & Dragons! Dark Summoner! Gang Road! Dori-Land! Fishing Game! Top 5 Grossing Games in US App Store! DragonVale! Angry Birds Space! Draw Something! Poker by Zynga! Galaxy Empire!
32 Game Genres and Game Systems Differ! Japan! Popular Genres! card battle! love simulation! Game Systems! RPG (role playing game)! US! Popular Genres! farming! word-based! Game Systems! arcade! simulation!
33 Mechanics are Similar in JP and US! * Play with friends * Strive to be stronger * Contribute to team *! Art is Specific to Region and Culture! GREE Japan s Dori-Land! GREE International s Zombie Jombie!
34 Features are More Social in Japan! Japanese Social Features are more Deeply Integrated! Play as a team to defeat evil! Compete against friends! Trade cards with friends! Form allies! Earn bonus by powering-up friends! Receive messages from game developer!! US Games have Lighter Social Integration! Visit friends farm, castle, shop! Build structure! Send message or gift!
35 GREE US TITLES!!
36 1st GREE title launched in the US.! 1st GREE title developed by US games studio.! #1 Strategy and RPG game in the US.! Top #5 Free Apps in the US.! Featured in Apple s new and noteworthy games.!
37 2nd GREE title launched in the US.! #1 Family and Simulation game in the US.! #3 Top Free Apps in the US.! Featured in Apple s New and Noteworthy games.!
38 WHERE GAMING IS GOING!
39 Limitations Without a Platform! Expensive and Inefficient User Acquisition!
40 Limitations Without a Platform! Low Retention Rates from Fragmented Communication!
41 Limited Transactions Without a Platform! With a Platform! Common currency allows for more streamlined transactions less game play interruption for users.! Users input financial information once and the platform saves it no need to input information for each game.!
42 Social Gaming Platforms Win! Optimize Acquisition, Retention, Monetization!!!!!!!!! Social SNS Platform Acquisition Retention Transactions Platform provides optimal distribution across promotion! Games and platform! Social & communication tools! Viral effect between games Standard virtual currency across all games on platform
43 Potential Platform Landscape! SNS Focus! Game Focus!
44 GREE+ OpenFeint! A New Global Platform for Developers and Gamers! Social Games 7,500+ Games Current! GREE Japan! Platform New Global! GREE Platform Current! OpenFeint! Platform 30MM High-ARPU users! & social know-how!! 160MM users! 12,000+ developers
45 GREE Platform Strategy! Providing Gamers & Developers with a Robust Toolset! Global! Games and features available worldwide; developers access more users and gamers access social connections around the world. Social! Creates virality in social game play by tapping into the world s largest mobile social user base. Open! Developers unlock the full potential of their games with a flexible cross-platform (ios, Android) suite of products.
46 Platform Comprehensive Offering! Distribution! World s largest social mobile game community!! One platform worldwide! Acquisition & Discovery! Cross promotional programs for developers!! Gamers discover what games friends are playing! Social! Engagement! Connect with friends & interact in games!! Wall postings & messages!! Sends gifts to friends! Transactions! International currency management!! Unified virtual currency on Android!
47 Business Strength! GREE Integrates User IDs, SNS, Games, Platform! Game Center SNS Business Field Platform Game Device Mobile Global! Unified ID! Google
48 Japanese GREE Platform Partners! 7 Major Developers and More to Come! *Previously released 7,500 titles available! *2nd phase/3rd phase release planned! 48
49 Chinese & Korean GREE Platform Partners! 11 Major Developers and More to Come! 49
50 Our Latest Partnership! Game release scheduled within the year on GREE Platform! 50
51 Our Goal! 10 億 人が 利利 用する 1 Billion! サービスをつくる User Network!
52 Thanks! Questions?!
53 We re Hiring! Apply Now! San Francisco office apply at GREEjobs.com! London, Beijing, Singapore, Seoul offices apply at corp.gree.net/uk/en/! - Admin & HR! - Art & UX! - Business Analysis! - Biz Dev & Operations! - Engineering! - Legal! - Marketing & PR! - Operations! - Product! - Sales!
54 GREE Pilot Internship Program! Beginning June 2012 in new San Francisco office! Inaugural internship program:! Meaningful projects & experience! Experienced mentors! Exposure to senior management! Social outings with coworkers! Hiring Interns for:! Product Management! Product Marketing! Business Operations! Consumer Operations! UI Design! Platform Engineering! Apply at
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