This document discusses the success of the mobile RPG game Blood Brothers. It summarizes that Blood Brothers has become the number one game in 33 countries on Google Play, despite having no hardware leverage or regional leverage like other popular games. The document attributes Blood Brothers' success to its use of in-game events multiple times per month that double the average revenue per user during events. It provides recommendations for game developers on designing effective in-game events, such as structuring leaderboards, providing incentives, varying event types, and offering rewarding boosts as prizes. The document also notes that DeNA transfers its core competence in actively managing games as a service through participative development across its offices.

1. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Blood Brothers
Matters
How a Japanese Mobile RPG Made it
Big Outside Japan
21st
May, 2013
DeNA Singapore
Managing Director
Tetsuya Mori

2. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
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Blood Brothers Matters to the World
No.1 in 33 Countries*
* GooglePlay

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Blood Brothers Matters to Japan
A win without a Japan leverage
Super Mario
Final Fantasy
Rage of
Bahamut
Blood
Brothers
Win!
Win!
Hardware
Push
Hardware
Push
No hardware
leverage
No hardware
leverage
No regional
leverage
Win!
Win!
Win!
Win!
Win!

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● Revenue keeps increasing!
● ARPU keeps climbing!
● Why?
Wow!
Blood Brothers Matters to Developers
Because it makes good money

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5
Blood Brothers Matters to Developers
Events make a difference
● Games inside a Game
● Different game play
● Special set up
● Limited rare items
● Limited time offering
● Multiple times a month
● Unique event each time
● Competitive and cooperative
● Feeling of growth & power
● Active user group management

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6
You’re
kidding…
Blood Brothers Matters to Developers
Double ARPU during events

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Raid Bosses Special Dungeons PVP Events
Blood Brothers Matters to Developers
Prepare several different events

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1. Leaderboards
2. Separation into groups
3. Incentivizing effort
4. One day, one match
5. Rewarding effort
Blood Brothers Matters to Developers
Key Event Design Points
Make the player’s
goal clear and
attractive

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9
Blood Brothers Matters to Developers
Structuring and Managing Leaderboards
Why
bother?
Why
worry up
here? Just a
little
further!
Into smaller groups

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10
Blood Brothers Matters to Developers
Giving smart incentives
More points for successive wins.
Double points while the crowd cheers.
1Pt
2Pt
3Pt
2X

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11
Blood Brothers Matters to Developers
Don’t get players tired or bored
A week-long match against the same opponent is too long
One day One match
3-4 different events a month

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12
Blood Brothers Matters to Developers
Give rewards with leverages
Boost!
+1% to +40%
Increasingly fewer
promotions as you go up
Not that
easy to stay
at the top!
Higher Rank
= Bigger Stat
Boost

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13
Blood Brothers Matters to Developers
It is a service!
• Game concept
• Game design
• Visual presentation
• Audio presentation
• Monetization architecture
• Continuous event operations
• Dynamic user management
• Analytics driven game-balancing
• KPI based game life management
Art Science
Actively Managed Games-As-A-Service

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14
DeNA HQ Studio
DeNA Singapore
DeNA Hanoi
Actively Managed
Games-As-A-Service
Core competence
transfer
through participative
development and game
operations
and more…
Blood Brothers Matters to South East Asia
DeNA transfers its core competence

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Come and join DeNA as players,
developers, and employees!
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