Online Games
and
Videos in Japan
Fumi Yamazaki
Overview of PC-based
Online Games in Japan
Online Game Market Size
Package sales
Operational sales
total
unit:JPY
Data source: JOGA
Online Game Market in Japan still small but growing
unit:100million yen
Online Game Market Comparison
unit:100million yen
Number of online game titles by business model
Average monthly fee for PC games paid by the users
Number of online game companies
Number of PC online game titles
Number of PC online games by genre
Number of online games by category
Average product life of online games in Japan
Mobile Gaming in Japan
Mobage-Town
(unit:1million JPY)
sales
membership
(unit:10thousand)
Monthly page view
(unit:1million)
game
avatar
affiliate
Ad
FY
FY
FY
FY
FY
FY
GREE
(unit:10,000)
membership
(unit:100million)
pageview
mobile
Sales and business profit
sales
Business profit
(unit:1million JPY)
GREE and its business model
Premium membership
revenue
Site registration
affiliate
Provide “gold”
Register or purchase
members
Paying
services
Provide “gold”
Ad revenue
Invite friends
Provide “gold”
Use “gold”
Friends
register
Avatars,
game items
Location Games1-Keitai Kunitori Gassen
Game: Japan is divided into 600 "countries" and the users will register to each country and
start conquering countries by visiting those areas (like stamp rally). The more conquers, the
more status you get in-game. There are also quiz about history and if you have good scores
you can get in-game currency which enables you to buy avatar items.
230,000 users as of June. 33% of the total is over 35 years old, and only less than 4% is
under 19 years old.
Business model: partnerships with JR (Japan Railways) and Gurunavi (a large gourmet
site).
Location Games-2 Colony Life Plus
Game: Create towns (like SIM city- build buildings and secure water and food etc),
but you need to physically move. The more you move, the more in-game currency you get.
200,000 players, monthly PV is 280million as of May. 70% of their users are 20-49 years old
Business Model
1) donation from users 2) affiliate ads and sponsorship (traditional shops etc)
Websites and Games
Pixiv
“Pixiv” is a popular illustration sharing site with 700million PV/month
Pixiv-Fantasia
Users started to set up a “game” within Pixiv. They made original
settings, rules, countries, characters, items,stories, etc....
Pixiv Fantasia-countries
Windland Kingdom
Akatsuhara Empire
Gigandal Commonwealth
v
Pixiv-user generated illustrations
User generated characters, vehicles, episodes and stories....
Pixiv-how the game works
User generated announcement
Statistics (number of
illustrations and views)
User generated battle stories
User generated rules
(win/loss based on views of
the illustrations)
MVP announcements
Pixiv Fantasia-user generated map
Pixiv Fantasia-user generated newspaper
Online Video
NicoNicoDouga
NicoNicoDouga -Comment Art
NicoNicoDouga-data
12.27 million
Registered Users
329 thousand
Paying members
Data source: Dwango IR data
http://info.dwango.co.jp/pdf/ir/news/2009/090513_ir.pdf
3.5 million
Mobile Users
NicoNicoDouga user demographics
NicoNicoDouga-addictive!
Data source: Net Ratings Japan
Average usage per month- NicoNicoDouga was 193 minutes whereas
YouTube was 187 minutes (Data source Comcast 2009/2)
1/12 of Japan’s traffic is NicoNicoDouga
NicoNicoDouga and its business model
unit:1million yen
Examples of online video sites'
business models:
-Revenue for YouTube (US) in 2008
100million USD（200million worldwide）
-Revenue for Hulu(US) in 2008
70million USD
Paid membership
affiliate
channel
Ad revenue
Point revenue
cost
NicoNicoDouga -Community Building ex) Hatsune Miku
27% market share
Hatsune Miku- Music
“Super Cell” Album made with Hatsune Miku
Made it to #2 of daily sales ranking
Hatsune Miku- Picture
By kyuukyuu
By makotok1
BY momone
※Crypton Future Media let the community create parodies
Hatsune Miku- 3DPV
Hatsune Miku- 3DPV
http://www.nicovideo.jp/watch/sm1929913
Hatsune Miku- software development] “MikuMikuDance (MMD)”
http://www.nicovideo.jp/watch/sm2420025
3D videos created with “MikuMikuDance (MMD)”
http://www.nicovideo.jp/watch/sm4979127
Evolution of “MikuMikuDance” - physical engine on newest version
http://www.nicovideo.jp/watch/sm7528981
“Project Diva” game by SEGA featuring Hatsune Miku
Example video of a user playing with “Project Diva”
http://www.nicovideo.jp/watch/sm7550687
“Project Diva” and its “Edit Mode”
Users can import music (mp3 file that they have), and select characters, costumes,
dance motions, backgrounds, camera angles to create dance videos.
Example video of “Project Diva”'s “Edit Mode”
http://www.nicovideo.jp/watch/sm7508452
Politicians' channels- NicoNicoDouga is not only for subculture!
We tend to thing the companies are in the center
user
s
user
s
user
s
Company
user
s
user
s
user
s
FAIL
user
s
user
s
user
s
Company
user
s
user
s
user
s
Users/community is in the center
Users /
community
Contents are created by the users
pictures
softwares
music
Users /
community
games
videos
etc...
Which gives REAL WORLD impacts
Software
sales
Music
sales
pictures
softwares
music
Users /
community
Karaoke
Offline
events
games
videos
etc...
Game
sales
Pageviews
NicoNico = Smiley Smiley Eco system
Hatsune
Miku
Crypton
Music
sales
Software
sales
pictures
softwares
music
Users /
community
Karaoke
games
videos
Project
Diva
SEGA
NicoNicoD
ouga
Dwango
etc...
Game
sales
Offline
events
etc....
Thank you!