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Yahoo!

Mobage
Overview
Aug 18, 2010

openplatform@dena.jp

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 1


Contents

1. What is Yahoo! Mobage? ・・・・・・・・・・・・・・・・・・・・・3

2. How to develop on Yahoo! Mobage? ・・・・・・・・・・・29

3. Where should I start? ・・・・・・・・・・・・・・・・38

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 2


1. What is Yahoo! Mobage?

Introduction
Platform
Promotion
Payments

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 3


Introduction

„ Yahoo! Mobage is a PC based platform for social games created


by partnership between MobageTown - Japan's leading mobile SNS
by DeNA and Yahoo Japan - Japan's #1 PC portal

„ DeNA (www.dena.jp/en) is a internet services provider that owns


MobageTown. Incorporated in 1999, DeNA went public in 2005 and
has annual sales ~ $480 million (2009) with a market cap of ~ $3.4
billion (Aug 3, 2010)

„ Yahoo Japan is a leading portal with 52 million MAU out of 90


million internet users in Japan.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 4


Yahoo! Mobage

Partner Developers

Game development Revenue Share (P27)

Yahoo! Mobage

Yahoo! JAPAN
52 million *1 monthly active users 20 million *2 mobile users
Existing users with either
Yahoo! JAPAN or Mobage ID
can use their id's without any
changes

*1 As of Mar 2010 *2 As of Aug 2010


Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 5
Yahoo Japan and DeNA’s Roles in Yahoo! Mobage

• Providing Yahoo! JAPAN’s


• Planning/operation of new
promotion and friend invite
services
services
• Developing the social gaming
• Allowing for login authentication
platform
with Yahoo! JAPAN ID’s
• Expanding mobile device social
• Allowing for transactions via
graphs to the PC
Yahoo! Wallet
• Promoting Yahoo! Mobage to
• Providing use of advertisement
Mobage Town users.
engine

Yahoo! Mobage is a key strategic growth initiative for both Yahoo Japan and DeNA

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 6


Yahoo! JAPAN

Largest PC User Base in Japan

Of 52 million Monthly Active Users:


*1

¾ 24 million Have Yahoo! JAPAN IDs.


*2

¾ 19 million IDs register with Yahoo! Wallet.


*2

¾ 7.6 million IDs purchase subscriptions to


*2

Yahoo! Premium.

*1 Nielsen Online NetView、March 2010. Based on accesses from households and workplaces
*2 April 2010, Yahoo Japan Corporation’s data.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 7


Yahoo! Games

Approx. 6 million UU per month *1

Approx. 370 million PV per month *1

100%
Japan’s largest PC game site 10’s 14%
29%
9%
23% 90%

both by visitor numbers and page views


80%
20’s 18%
70%
53% 60%
35%
43% 50%

User Data *2
30’s
40%

67% 30%
・Approximately half of users are aged Above
38% 42% 20%
28%
30-49: company employees, 10%
0%

homemakers Yahoo! Mobage mixi GREE


Games Town
・Average yearly household salary:
6 million yen Major Domestic Sites Usage
Comparison*4
*1 Average from Dec 2009 to Feb 2010 based on unique browser visits. Yahoo Japan Corporation’s data.
*2 March 2009 Yahoo! Research’s data
*4 April 2010 Mixi, GREE, Mobage Town data: each company’s finance materials. Yahoo! Games data: Yahoo Japan Corporation’s data.
(Rounded to the nearest 1 Percent)

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 8


Platform

1. APIs
2. Avatars
3. Ads

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 9


Open Platform APIs

Yahoo! Mobage APIs Conform to OpenSocial Standards

・API Manuals are be available on the Developer Site


https://developer.dena.jp/mbga/admin/docs/DeveloperSite_Document_PC
* You can only access this link upon developer registration (P40)

Other Social Networking Sites on OpenSocial

MobageTown mixi
Friendster hi5 MySpace orkut

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 10


Avatars
„ Avatars can be displayed in-game(Size, color scheme, frame count modified for the PC environment)
¾ More precise movement than their mobile counterparts
„ Partners can sell 3D animated avatar items that have in-game parameters
¾ Purchased items can be viewable from Yahoo! Mobage and services within Mobage Town
¾ Items/shops compatible with the mobile device version are also possible
„ Revenue Share 70:30(Partner Developer:Yahoo! Mobage)
¾ ※ Operational costs amounting to 13 percent of total revenue will apply before Revenue Share.
¾ ※ Optional service costs will apply for items that developers wish to be viewable from other services in Mobage Town
(Individual Items:¥50, Clothing Sets:¥75, Animation Items:¥100)

Game-Specific In-Game
Avatar Shop
Equip item on Avatar
Purchase

with Item usable


MobaCoins in-game
Player’s Attack Power
increased!

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 11


Ads

Programs offered to display advertisements in-game

„ Can include in-game ads


CPC Ads
CPA Ads
CPM Ads (TBD)
„ Can choose from entire Mobage Ad
Inventory
„ Can cross promote own apps via App Tool
Bar

Screen space where


Partners can display
CPC or CPA Ads

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 12


Game KPI Data Reporting
Providing a robust game analysis environment

„Management Index Analysis Tools


The following types of analysis are possible from the Developer’s Site
・Index analyses of UU, PV, Paying UU, ARPU etc.
・Daily or monthly transitional analyses
・Analysis of retention rate N days post registration
・Analyses of amount purchased, UU, and ARPU based on registration month

* Page design may change in the actual service.

„Log Analysis Tools(Release Date Undetermined)


Providing an environment that can be customized for each game to analyze key indices
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 13
Promotion

1. Virality
2. CPM Ads
3. Launch Promotion

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Virality
New Viral Features on Yahoo! JAPAN
built for Yahoo Mobage
Counter Top Page

Feed Mobage

Feed Mail Yahoo! Mobage

Feed Messenger

Yahoo! Mail +
Other mail id Friend Invite Program
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 15
Virality - Using Yahoo! JAPAN’s Top Page

Even on Yahoo! JAPAN’s Top Page


users can view Feeds from Yahoo! Mobage.

Notices about
friends’ activities
AD

*Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 16


Virality - Using Yahoo! Games Page
With approx. 6 million UU’s per month *1

Yahoo! Games gives broad exposure to new/popular games.

Yahoo! Games’
Featured Games

Featured New Games

Recommended Yahoo!
Mobage Games
・Customized to the users interests
by the Yahoo! Games Team.

*1 Average from Dec 2009 to Feb 2010 based on unique browser visits.
*Page design may change in the actual service. Yahoo Japan Corporation’s data.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 17


Virality - Using Yahoo! Mobage Top Page

Recommended Yahoo!
Mobage Games
・Customized to the users interests
by the Yahoo! Games Team.

Friends Games

*Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 18


Virality - Using Yahoo! Mail
Showing Yahoo! Mobage Friends’ information on
Yahoo! Mail, boasting approx. 16 million unique *1

browser visits per month (#1 in Japan)

AD
Feed

Feed

*Page design may change in the actual service. *1 Average from Dec 2009 to Feb 2010. Yahoo Japan Corporation’s data.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 19


Virality - Using Yahoo! Messenger

Game status updates via


おいしそー
Yahoo! Messenger,
which sees
怪盗ロワイヤルで盗まれた approx. 830,000 New
DLs a month (#1 in Japan) *1

*Page design may change in the actual service. *1 Average from Dec 2009 to Feb 2010. Yahoo Japan Corporation’s data.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 20


Virality – Using Yahoo! JAPAN Friend Invite

Will Launch a Friend Invite Program to the


24 million Monthly Active Users of Yahoo! Mail
ロゴ
Inviters receive MobaCoins
AD as a reward incentive for
accepted invites.
■すべてを選択

Inviters can also “type” in


non Yahoo! Mail id e.g.:
JohnSmith@gmail.com

* Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 21


Yahoo! Mobage Site Structure
User activity will be focused around the Yahoo! Mobage Top Page(My Page)

Yahoo! Games Top Page Yahoo! Mobage Top Page Individual Game
Yahoo! Services Pages
(My Page)

* Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 22


CPM Ad slots – Yahoo! Mobage Top

The page will feature new games


and encourage user return rates.

„ <Reach>
¾ New Games
¾ Popular Games
¾ Various Ads

„ <Return Rate>
¾ List of games the user has
registered
¾ Friends’ play status and
notices from the games

„ <Engagement>
¾ Links to journals and
groups

* Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 23


CPM Ad Slots – Game Page

„ <Game Space>
¾ 760 pixels width; height
is unrestricted.

„ <Attracting New Users>


¾ Promotion Ads
¾ Popular Games

„ <Communication>
¾ Users can view and post
to public Groups
¾ Other communication
functions

„ Advertisements selected by developer (planned)


¾ CPC Ads
¾ CPA Ads

* Page design may change in the actual service.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 24


Launch Promotion

1 Billion Yen *1

Ad Campaign at Launch
Launch Ad Campaign
Yahoo! JAPAN
Registration Top Page etc.
Incentive for Yahoo! Mobage
New Users Launch Ad Campaign
TV Ads etc.
*1 Estimated advertisement cost.
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 25
Payments

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 26


In-game Purchases

70:30 Revenue Share rate on PC and Mobile Platforms

Purchase
MobaCoins Revenue-share

Game/ Partner
Developer

Purchase Use
User Items MobaCoins

¾ Revenue Share 70:30(Partner Developer:Yahoo! Mobage)


※ Operational costs amounting to 13 percent of total revenue will apply before Revenue Share.
※ Payments are made monthly.For the current month will be made on the 10th 2 calendar months later
※ Payments are made only on JPY and to a bank account in Japan

¾ Payment Methods: Yahoo! Wallet (incl. credit card), Web Money


※3rd party payment methods are not allowed. You can only use Yahoo! JAPAN approved payment channels

¾ MobaCoins:Users will be able to use MobaCoins on both PC and Mobile platforms.

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 27


In-game Purchases

User can buy MobaCoins via 1) Yahoo! Wallet 2) Web Money

Credit Card Payment


&
Bank Transfer
Payment

Prepaid Method via


Convenient Stores &
Super Markets

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 28


2. How to develop on Yahoo! Mobage?

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 29


Details on Platform Distribution

Partner Support Program

System Development

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 30


Partner Support Program

DeNA will support your game development and post release operations

Implementation Support Monetization Support Operation Support

„Finances „In-game Purchase „Operation Support


Support ¾ Servers
„Promotional
Menu ¾ Game Items ¾ CS
¾ Avatars ¾ Debugging
„Advertisement Support
¾ CPA Ads
¾ CPC Ads
¾ CPM Ads(TBD)

※Program Time Schedule


In-game Purchase Support(Items & Avatars)is scheduled to begin
simultaneously with Yahoo! Mobage.
Information on other support services will be provided on the Developer Site
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 31
Details on Platform Distribution

Partner Support Program

System Development

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 32


User IDs

Yahoo! Mobage
Mobile PC

Share the Same User Data

Mobage ID Login with


(Handset ID) Yahoo! JAPAN ID

Users must link their Yahoo! JAPAN ID to an existing/new Mobage ID.


※ IDs are Synched During First Login/Registration
※Only the Yahoo! JAPAN ID is used to log into Yahoo! Mobage

Test Handset IDs are created by Yahoo! Mobage Support team at the time of Developer Registration

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 33


Planned API’s①

Conforming to OpenSocial Standards


Plans to release OpenSocial JavaScript API’s

Functions of Planned API’s SocialData, API


Acquires user’s profile information newFetchPersonRequest() etc.
Acquires user’s friend connections

Creates a new Activity newActivity()

Produces messages newMessage()

Maintains permanent data Persistence API

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 34


Planned API’s②
Game API’s with features similar to those available in the
mobile version also planned.

Functions of Planned API’s Mobile Version’s Equivalent API


Acquires Avatar image URL’s Avatar API

Acquires and saves users’ posts TextData API

NG Words NGWord API


Confirms whether text to be posted
complies with the terms of service
Avatar Items Avatar Item API
Acquires information on avatar items
registered with and managed Partner as
well as the number of those items owned
Avatar Shop Avatar Shop API
Acquires information on avatar items being
managed in Partner’s avatar shop
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 35
Community Functions

Two possible ways of implementation.


„Using an API to acquire and save posts users have entered
(recommended)
・ TextDataAPI is used for this function
・ DeNA reviews the post the user has entered

„Other Methods
・Send a log of a user’s posts to DeNA (method to be determined)
・Have the partner developer review the user’s posts

※More details will be released later.


Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 36
Developing on Multiple Platforms

Users
Yahoo! Mobage
Mobage Town

Mobage Platform
Mobage Platform

OpenSocial
RESTful JavaScript
API API

Partner Developers’ Application


Applications

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 37


3. Where should I start?

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 38


Steps to Game Release

„ Agree to the Developer Site’s terms of usage


„ Agree to the Sandbox’s terms of usage
Register as „ Send the application form, commercial registration certificate, and company seal
a Developer registration certificate

To register, please visit http://developer.dena.jp/mbga/en/register/index.html

Development „ Register and develop the game.

Submit for a
„ Apply to have the game reviewed before release (approval takes 3 or 4 days)
Game Review

„ Submit business license/tax reg/articles of inc./credit reports for verification


Register as a
„ Register as a Partner with DeNA after successful verification
Partner

„ Release game to Yahoo! Mobage users


Release
Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 39
Yahoo! Mobage Release Schedule

~ 7/22 Release Sandbox Environment


~ 9/21 Beta Release
Schedule
July August September October

~6/28 ~9/21
■Official Registration ■Beta Release
open to Partners
~7/22 ~10/1
■Release Sandbox ■Grand Opening
Environment

„ Additional information will be available on the Developer Site


http://developer.dena.jp/mbga/en/

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 40