Game De sign Base d on Mic r o-T r ansac tions in Online Game s - - PDF document

▶
game de sign base d on mic r o t r ansac tions in online
SMART_READER_LITE
LIVE PREVIEW

Game De sign Base d on Mic r o-T r ansac tions in Online Game s - - PDF document

Apr 17, 2023 131 likes •435 views

Game De sign Base d on Mic r o-T r ansac tions in Online Game s F e b. 22, 2008 Gyuhwan Oh (dr ghoh@ajou.ac .kr ) Ajou Unive r sity (assistant pr ofe ssor ), Ne xon Inc (te c hnic al advisor ) T aiyoung Ryu (tr yu@usc .e du )

slide-1
SLIDE 1

1

Game De sign Base d on Mic r

  • -T

r ansac tions in Online Game s

F e b. 22, 2008

Gyuhwan Oh (dr ghoh@ajou.ac .kr ) Ajou Unive r sity (assistant pr

  • fe ssor

), Ne xon Inc (te c hnic al advisor ) T aiyoung Ryu (tr yu@usc .e du ) Inte r ac tive Me dia Division, USC Cine matic Ar ts

2

T able of Conte nts

  • I

ntro duc tio n I ntro duc tio n

  • Pa yme nt Syste m fo r Online Ga me s

Pa yme nt Syste m fo r Online Ga me s

– – Sub sc riptio n Mo de l Sub sc riptio n Mo de l – – Mic ro Mic ro -

  • tra nsa c tio n Mo d e l

tra nsa c tio n Mo d e l

  • Ga me Surve y

Ga me Surve y

– – Va rio us o nline g a me s o f va rio us g e nre a nd the pa yme nt mo de ls Va rio us o nline g a me s o f va rio us g e nre a nd the pa yme nt mo de ls

  • Ga me De sig n Me tho do lo g ie s

Ga me De sig n Me tho do lo g ie s

– – Ana lysis o f mic ro Ana lysis o f mic ro -

  • tra nsa c tio n b a se d pa yme nt mo de ls

tra nsa c tio n b a se d pa yme nt mo de ls – – Ca se Studie s : Ca se Studie s : “ “ K a rtRid e r K a rtRid e r” ” , , “ “ Gra nd Cha se Gra nd Cha se ” ” , , “ “ Ma ple Sto ry Ma ple Sto ry” ” , , “ “ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

” , , “ “ T a ke Do wn T a ke Do wn – –the F irst Missio n the F irst Missio n” ” – – I nte g ra tio n o f mic ro I nte g ra tio n o f mic ro -

  • tra nsa c tio ns into a n o nline g a me

tra nsa c tio ns into a n o nline g a me

  • Co nc lusio ns

Co nc lusio ns

slide-2
SLIDE 2

2

3

Intr

  • duc tion
  • Purpo se

Purpo se

– – I nsig ht into mic ro I nsig ht into mic ro -

  • tra nsa c tio ns in o nline g a me s

tra nsa c tio ns in o nline g a me s – – E xplo ra tio n o f te c hniq ue s in inc o rpo ra ting mic ro E xplo ra tio n o f te c hniq ue s in inc o rpo ra ting mic ro -

  • tra nsa c tio ns

tra nsa c tio ns into the e c o no mic de sig n o f o nline g a me s into the e c o no mic de sig n o f o nline g a me s

  • De ta ile d de sc riptio n

De ta ile d de sc riptio n

– – Co nc e pt o f two ma in pa yme nt mo de ls in o nline g a me s Co nc e pt o f two ma in pa yme nt mo de ls in o nline g a me s – – Surve ys Surve ys o f mic ro

  • f mic ro -
  • tra nsa c tio n b a se d o nline g a me s in K
  • re a

tra nsa c tio n b a se d o nline g a me s in K

  • re a

– – Re vie w o f the de sig n o f se ve ra l pro fita b le mic ro Re vie w o f the de sig n o f se ve ra l pro fita b le mic ro -

  • tra nsa c tio n

tra nsa c tio n g a me s g a me s – – G G a me de sig n issue s to e ffic ie ntly a c c o mmo da te mic ro a me de sig n issue s to e ffic ie ntly a c c o mmo da te mic ro -

  • tra nsa c tio ns in o nline g a me s

tra nsa c tio ns in o nline g a me s

4

Payme nt Syste ms for Online Game s

  • T

wo ma in pa yme nt mo de ls T wo ma in pa yme nt mo de ls

– – Sub sc riptio n Mo de l Sub sc riptio n Mo de l – – Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n

slide-3
SLIDE 3

3

5

Subsc r iption Mode l

  • De sc riptio n

De sc riptio n

– – Pre pa id me tho d fo r a limite d te rm o f se rvic e in e xc ha ng e fo r a Pre pa id me tho d fo r a limite d te rm o f se rvic e in e xc ha ng e fo r a se t pa yme nt se t pa yme nt – – Co mmo nly use d b y mo st Co mmo nly use d b y mo st MMORPGs MMORPGs

“Wo rld o f Wa rc ra ft” (K

  • re a )

19,800 K RW “E ve Online ” (Wo rldwide ) 14.95 USD “F ina l F a nta sy 11” (Ja pa n) 1,280 JPY “L ine a g e ” (K

  • re a )

29,700 K RW (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

6

Mic r

  • -tr

ansac tion

“ “ Ma ple Sto ry Ma ple Sto ry” ” F re e to pla y F re e to pla y “ “ K a rtRid e r K a rtRid e r” ” F re e to pla y F re e to pla y “ “ Spe c ial F

  • rc e

Spe c ial F

  • rc e ”

” F re e to pla y F re e to pla y

  • De sc riptio n

De sc riptio n

– – Pa ying pe r ite ms o r g a me a sse ts Pa ying pe r ite ms o r g a me a sse ts – – Co mmo nly use d b y c a sua l Co mmo nly use d b y c a sua l-

  • style o nline g a me s

style o nline g a me s

  • E

xa mple s: E xa mple s: “ “ K a rtRide r K a rtRide r” ” , , “ “ Ma ple Sto ry Ma ple Sto ry” ” , , “ “ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

”

– – MMORPGs MMORPGs, re c e ntly. , re c e ntly.

slide-4
SLIDE 4

4

7

Subsc r iption Mode l : Dr

awbac ks

  • Dra wb a c ks

Dra wb a c ks

– – I ntro duc ing o f fre e to pla y c a sua l I ntro duc ing o f fre e to pla y c a sua l-

  • style o nline g a me s

style o nline g a me s ha s ha s a c c e le ra te d fe e disc o unts. a c c e le ra te d fe e disc o unts. – – I ntro duc ing fre e I ntro duc ing fre e MMORGs MMORGs a c c e le ra te s the ra te o f fe e disc o unts a c c e le ra te s the ra te o f fe e disc o unts in sub sc riptio n b a se d g a me s in sub sc riptio n b a se d g a me s

“ “ Cra zyArc a d e BnB Cra zyArc a d e BnB” ” F re e to pla y F re e to pla y “ “ Ma ple Sto ry Ma ple Sto ry” ” F re e to pla y F re e to pla y “ “ K a rtRid e r K a rtRid e r” ” F re e to pla y F re e to pla y “ “ Ma b ino g i o nline Ma b ino g i o nline ” ” F re e to pla y fo r F re e to pla y fo r 2 ho urs a d a y 2 ho urs a d a y “ “ RAPPE L S RAPPE L S” ” F re e o f Cha rg e F re e o f Cha rg e “ “ ROHAN ROHAN” ” 19,800K RW 19,800K RW “ “ Wo rld o f Wa rc ra ft Wo rld o f Wa rc ra ft” ” 24,750K RW 24,750K RW 19,800K RW 19,800K RW (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

8

Mic r

  • -tr

ansac tion : Pur

c hasing Powe r

  • Po we r o f mic ro

Po we r o f mic ro -

  • tra nsa c tio n in K
  • re a n o nline g a me s

tra nsa c tio n in K

  • re a n o nline g a me s

– –

* *I

n the a rtic le o f I n the a rtic le o f “ “ T he Ne w Ava ta r I n T

  • wn

T he Ne w Ava ta r I n T

  • wn”

” o n Ma r. 26

  • n Ma r. 26th

th, 2007:

, 2007:

  • “…

“… T he c o mpa nie s b e hind the m ha ve a no ve l wa y o f ma king mo ne y, T he c o mpa nie s b e hind the m ha ve a no ve l wa y o f ma king mo ne y, se lling dig ita l g o o ds suc h a s a va ta rs a nd the ir o utfits. T he g a m se lling dig ita l g o o ds suc h a s a va ta rs a nd the ir o utfits. T he g a me s e s the mse lve s a re fre e the mse lve s a re fre e … … I n 2005, Ne xo n ha d wo rldwide re ve nue s o f $230 I n 2005, Ne xo n ha d wo rldwide re ve nue s o f $230 millio n, 85% o f it fro m millio n, 85% o f it fro m virtua l ite ms virtua l ite ms. .” ”

  • I

n the a rtic le o f the Busine ss I n the a rtic le o f the Busine ss Wo o k Wo o k, , “ “ T he ne w Ava ta r in T

  • wn

T he ne w Ava ta r in T

  • wn”

” : : http:/ / www.b usine sswe e k.c o m/ ma g a zine / c o nte nt/ 07_13/ b 4027047.htm? c ha n=se a rc h

slide-5
SLIDE 5

5

9

Mic r

  • -tr

ansac tion : Our

Inve stigation

3 11 56 2008 3 18 33 2006 2 24 6 2004 10 1 2002 Hyb rid (Bo th) Sub sc riptio n b a se d Mic ro -tra nsa c tio n

  • Our I

nve stig a tio n Our I nve stig a tio n

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2002 2004 2006 2008 Hyb r id (Bo th) Sub sc rip tio n b a se d Mic r

  • -tra nsa c tio n

10

– – Re c e nt ma rke t sha re o f o nline g a me s in K

  • re a

Re c e nt ma rke t sha re o f o nline g a me s in K

  • re a

1.07% Mic ro -tra nsa c tio n b a se d MMORPG DE KARON 15 1.43% Mic ro -tra nsa c tio n b a se d Ga mb le Ha ng a me Ma tg o 14 1.80% Mic ro -tra nsa c tio n b a se d Ra c ing K a rtRide r 13 2.11% Sub sc riptio n b a se d MMO RPG MU Online 12 2.28% Mic ro -tra nsa c tio n b a se d Rhythm Ac tio n Auditio n 11 2.76% Mic ro -tra nsa c tio n b a se d MMO RPG Ma ple Sto ry 10 4.29% Ope n T e sting MMO RPG He llGa te L

  • nd o n

9 5.15% Pa c ka g e Sa le s Stra te g y Wa rc ra ft 3 8 5.29% Sub sc riptio n b a se d MMO RPG L ine a g e 2 7 5.63% Mic ro -tra nsa c tio n b a se d MMO RPG Dung e o n a nd F ig hte r 6 6.25% Mic ro -tra nsa c tio n b a se d F PS Spe c ia l F

  • rc e

5 6.46% Sub sc riptio n b a se d MMO RPG Wo rld o f Wa rc ra ft 4 9.12% Sub sc riptio n b a se d MMO RPG L ine a g e 3 11.19% Pa c ka g e Sa le s Stra te g y Sta rc ra ft: Bro o d wa r 2 15.74% Mic ro -tra nsa c tio n b a se d F PS Sud d e n Atta c k 1

Share Payment Method Genre Title Rank

F e b . 1, 2008, http :/ / www.g a me c ha rt.c o .kr (info rma tio n fro m 200,000 PCs in 5,000 inte rne t c a fe s)

Mic r

  • -tr

ansac tion : Re c e nt Payme nt me thod

slide-6
SLIDE 6

6

11

Mic r

  • -tr

ansac tion : Suc c e ss F

ac tor s

  • I

n the a rtic le o f the GAMSUT RA o n Fe b . 2007, I n the a rtic le o f the GAMSUT RA o n Fe b . 2007, “ “ Q&A : Ne xo n Ame ric a T a lks Q&A : Ne xo n Ame ric a T a lks Maple S to ry Maple S to ry” ” : : http:/ / www.g a ma sutra .c o m/ php-b in/ ne ws_inde x.php? sto ry=12928

  • L
  • w b a rrie r to e ntry*

L

  • w b a rrie r to e ntry*
  • Cho ic e / lo w switc hing c o st*

Cho ic e / lo w switc hing c o st*

  • Custo miza tio n*

Custo miza tio n*

  • Va rio us o nline g a me s o f va rio us g e nre

Va rio us o nline g a me s o f va rio us g e nre

  • E

xpa nding g a me ma rke t E xpa nding g a me ma rke t

12

Mic r

  • -tr

ansac tion : Suc c e ss F

ac tor s

  • I

n the a rtic le o f the G AMSUT RA, I n the a rtic le o f the G AMSUT RA, “ “ Q&A : Ne xo n Ame ric a T a lks Q&A : Ne xo n Ame ric a T a lks Maple S to ry Maple S to ry” ” : : http:/ / www.g a ma sutra .c o m/ php-b in/ ne ws_inde x.php? sto ry=12928

  • L
  • w b a rrie r to e ntry

L

  • w b a rrie r to e ntry*

*

– – Allo wing g a me rs to e njo y ric h o nline e xpe rie nc e s witho ut the Allo wing g a me rs to e njo y ric h o nline e xpe rie nc e s witho ut the fina nc ia l a nd psyc ho lo g ic a l b urd e n o f upfro nt fe e s. fina nc ia l a nd psyc ho lo g ic a l b urd e n o f upfro nt fe e s.

  • Cho ic e / lo w switc hing c o st

Cho ic e / lo w switc hing c o st*

*

– – Pla ye rs do no t ha ve to c ho o se b e twe e n o ne sub sc rip tio n g a me Pla ye rs do no t ha ve to c ho o se b e twe e n o ne sub sc rip tio n g a me

  • ve r a no the r.
  • ve r a no the r.
slide-7
SLIDE 7

7

13

Mic r

  • -tr

ansac tion : Suc c e ss F

ac tor s

+ =

“Ma ple Sto ry” Ne xo n Inc .

  • Custo miza tio n

Custo miza tio n*

*

– – I te m se lling g a me s g ive a pla ye r a n o ppo rtunity to b e diffe re nt I te m se lling g a me s g ive a pla ye r a n o ppo rtunity to b e diffe re nt a nd c re a te a va ta rs tha t b e tte r re fle c t the mse lve s o nline . a nd c re a te a va ta rs tha t b e tte r re fle c t the mse lve s o nline .

  • I

n the a rtic le o f the G AMSUT RA, I n the a rtic le o f the G AMSUT RA, “ “ Q&A : Ne xo n Ame ric a T a lks Q&A : Ne xo n Ame ric a T a lks Maple S to ry Maple S to ry” ” : : http:/ / www.g a ma sutra .c o m/ php-b in/ ne ws_inde x.php? sto ry=12928

14

Mic r

  • -tr

ansac tion : Suc c e ss F

ac tor s

  • Va rio us o nline g a me s o f va rio us g e nre

Va rio us o nline g a me s o f va rio us g e nre

– – E xpa nding g e nre fro m tra ditio na l MMORPG into c a sua l E xpa nding g e nre fro m tra ditio na l MMORPG into c a sua l-

  • style

style

  • nline g a me s
  • nline g a me s

– – Ne w mo tiva tio n to de ve lo pe rs who a re sic k a nd tire d o f Ne w mo tiva tio n to de ve lo pe rs who a re sic k a nd tire d o f de ve lo ping MMORPGs de ve lo ping MMORPGs

MMORPGs Ac tion, Spor ts, Shooting, Rac ing. e tc .

slide-8
SLIDE 8

8

15

Mic r

  • -tr

ansac tion : Suc c e ss F

ac tor s

  • T

he we a po n to fig ht a g a inst ma jo r g a me c o mpa nie s T he we a po n to fig ht a g a inst ma jo r g a me c o mpa nie s

– – Ca sua l Ca sua l-

  • style g a me + fre e to pla y a nd pa y fo r in

style g a me + fre e to pla y a nd pa y fo r in-

  • g a me ite ms.

g a me ite ms. – – Sta rtup Co mpa nie s Sta rtup Co mpa nie s – – Se mi Se mi-

  • e sta b lishe d c o mpa nie s

e sta b lishe d c o mpa nie s

“Ma ple Sto ry” Wize t Co rp . “Auditio n” T 3 E nte rta inme nt “Gra nd Cha se ” K OG Stud io s “Ge tAmpe d ” Wind ySo ft “F re e Style ” JC E nte rta inme nt “Ma g uMa g u” AniPa rk “Dung e o n a nd F ig hte r” Ne o ple “Sudde n Atta c k” Ga me Hig h

16

  • T

he first mic ro T he first mic ro -

  • tra nsa c tio n b a se d o nline g a me in K
  • re a

tra nsa c tio n b a se d o nline g a me in K

  • re a

– – De ve lo pe r : Ne xo n (MPL AY) De ve lo pe r : Ne xo n (MPL AY) – – T he first g ra phic a l q uiz so lving o nline g a me T he first g ra phic a l q uiz so lving o nline g a me – – Ga me la unc hing o n Oc t. 1999 Ga me la unc hing o n Oc t. 1999 – –

  • Apr. 2001 : se lling in
  • Apr. 2001 : se lling in-
  • g a me ite ms

g a me ite ms – – Ava ta r sa le s re ve nue (a c c umula tio n) Ava ta r sa le s re ve nue (a c c umula tio n)

  • 10 b illio n K

RW 10 b illio n K RW (~ Oc t. 2002), (~ Oc t. 2002), 40 b illio n K RW 40 b illio n K RW (~ Ja n. 2007) (~ Ja n. 2007)

– – # o f # o f CCUs CCUs

  • 350,000

350,000 CCUs CCUs in K

  • re a (F

e b . 2002), 700,000 in K

  • re a (F

e b . 2002), 700,000 CCUs CCUs in China (Se p. 2004) in China (Se p. 2004)

  • 80.000+

80.000+ CCUs CCUs, no w , no w

  • 38 millio n a c tive g a me a c c o unts

38 millio n a c tive g a me a c c o unts in K

  • re a (Oc t. 2007)

in K

  • re a (Oc t. 2007)

Game Sur ve y : QuizQuiz(Qplay)

(Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

slide-9
SLIDE 9

9

17

Game Sur ve y : Casual- style ac tion

(unkno wn) (unkno wn) Mo nthly Mo nthly a ve ra g e 200 a ve ra g e 200 millio n KWR millio n KWR Mo nthly 500 ~ Mo nthly 500 ~ 600 millio n 600 millio n KWR(2006) KWR(2006) 20 b illio n K RW 20 b illio n K RW (2006) (2006) 17 millio n USD 17 millio n USD (o n F e b . 2006) (o n F e b . 2006) Sale s Sale s Visual Visual Ite m Pr ic e s Ite m Pr ic e s Payme nt Payme nt Mode l Mode l (Maximum) # (Maximum) #

  • f
  • f CCUs

CCUs Re le ase date Re le ase date Publishe r Publishe r De ve lope r De ve lope r 100K RW ~ 100K RW ~ 12,900K RW 12,900K RW 200K RW ~ 200K RW ~ 19,900K RW 19,900K RW 500K RW ~ 500K RW ~ 14,000K RW 14,000K RW 600K RW ~ 600K RW ~ 3,800K RW 3,800K RW 50K RW ~ 50K RW ~ 13,000K RW 13,000K RW Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n 30,000(2006) 30,000(2006) 150,000(2007) 150,000(2007) 25,000+(2005) 25,000+(2005) 50,000(o n Ma r. 50,000(o n Ma r. 2006) 2006) 240,000(o n De c . 240,000(o n De c . 2007) 2007)

  • Jun. 2006
  • Jun. 2006

Aug 2005 Aug 2005

  • Jul. 2003
  • Jul. 2003

Ma y. 2003 Ma y. 2003

  • Apr. 2003
  • Apr. 2003

Ne xo n Inc . Ne xo n Inc . NHN Co rp . NHN Co rp . Ne xo n Inc . Ne xo n Inc . Wind y So ft Wind y So ft Ne xo n Inc . Ne xo n Inc . Allm Allm Ne o Ple Ne o Ple K OG Stud io s K OG Stud io s Wind y So ft Wind y So ft Ne xo n Inc . Ne xo n Inc . Re c or d of Re c or d of L unia L unia War War Dunge on and Dunge on and F ighte r F ighte r Gr and Chase Gr and Chase Ge tAmpe d Ge tAmpe d Maple Stor y Maple Stor y (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

18

Game Sur ve y : “Maple Stor

y”

(Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

  • Ga me da ta

Ga me da ta

– – T he first side T he first side -

  • sc ro lling 2D o nline

sc ro lling 2D o nline g a me (MMORPG g a me (MMORPG ) ) – – F irst re le a se d in April, 2003 in K

  • re a

F irst re le a se d in April, 2003 in K

  • re a

– – Hig hly po pula r a mo ng te e na g e rs in K

  • re a (68% unde r a g e 15)

Hig hly po pula r a mo ng te e na g e rs in K

  • re a (68% unde r a g e 15)

– – Ove r 60 millio n sub sc rib e rs wo rldwide , re a c he d 240,000 Ove r 60 millio n sub sc rib e rs wo rldwide , re a c he d 240,000 CCUs CCUs in K

  • re a

in K

  • re a

(Ja n. 2008) (Ja n. 2008) – – Glo b a l pre se nc e in 60 c o untrie s: K

  • re a , Ja pa n, China , T

a iwa n, Glo b a l pre se nc e in 60 c o untrie s: K

  • re a , Ja pa n, China , T

a iwa n, Sing a po re , Ma la ysia , USA, T ha ila nd, E uro pe Sing a po re , Ma la ysia , USA, T ha ila nd, E uro pe – – F e b . 2006 : Re c o rding 16 b illio n K RW (a ppro x. 17millio n USD) in F e b . 2006 : Re c o rding 16 b illio n K RW (a ppro x. 17millio n USD) in mo nthly mo nthly wo rldwide re ve nue wo rldwide re ve nue

slide-10
SLIDE 10

10

19

Game Sur ve y : “Gr

and Chase”

  • Ga me da ta

Ga me da ta

– – T he first o rig ina l T he first o rig ina l PvP PvP b a se d o nline fig hting b a se d o nline fig hting g a me in K

  • re a .

g a me in K

  • re a .

– – L a unc hing da te : Jul. 2003 L a unc hing da te : Jul. 2003 – – Glo b a l pre se nc e in 5 c o untrie s Glo b a l pre se nc e in 5 c o untrie s

  • T

he Co mpa ny, T he Co mpa ny, “ “ K OG Studio s K OG Studio s” ”

– – Da te o f E sta b lishme nt : Ma y.13, 2000 Da te o f E sta b lishme nt : Ma y.13, 2000 – – F ull F ull-

  • time sta ff : 80 pe rso ns

time sta ff : 80 pe rso ns – – 2007 T

  • ta l sa le s : 8 b illio n K

RW (e xpe c te d 2007 T

  • ta l sa le s : 8 b illio n K

RW (e xpe c te d re ve nue s) re ve nue s)

(Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

20

Game Sur ve y : Spor

ts

30 b illio n K RW 30 b illio n K RW (fo r 30 mo nths) (fo r 30 mo nths) 28 b illio n K RW 28 b illio n K RW (2006, Wo rldwide ) (2006, Wo rldwide ) 3 b illio n K RW 3 b illio n K RW (o n Oc t. 2006) (o n Oc t. 2006) 1 b illio n K RW 1 b illio n K RW (o n Apr. 2007) (o n Apr. 2007) Sale s Sale s Visual Visual Ite m pr ic e s Ite m pr ic e s Payme nt Payme nt mode l mode l (Maximum) # (Maximum) #

  • f
  • f CCUs

CCUs Re le ase date Re le ase date Publishe r Publishe r De ve lope r De ve lope r 200K RW ~ 200K RW ~ 8,400K RW 8,400K RW 500K RW ~ 500K RW ~ 3,700K RW 3,700K RW 500K RW ~ 500K RW ~ 24,900K RW 24,900K RW 400K RW ~ 400K RW ~ 29,000K RW 29,000K RW Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n 150,000(2007) 150,000(2007) 25,000+(2005) 25,000+(2005) 80,000(o n Ma r. 80,000(o n Ma r. 2006) 2006) 10,000(o n Apr. 10,000(o n Apr. 2007) 2007)

  • Apr. 2004
  • Apr. 2004

No v. 2004(OBT ) No v. 2004(OBT ) Ma y. 2006(OBT ) Ma y. 2006(OBT ) Ma r. 2006(OBT ) Ma r. 2006(OBT ) Ha nb it Ha nb it So ft So ft JC E nte rta inme nt JC E nte rta inme nt Ne o Wiz Ne o Wiz G a me s G a me s CJ Inte rne t CJ Inte rne t NT RE E V So ft NT RE E V So ft JC E nte rta inme nt JC E nte rta inme nt E A E A AniPa rk AniPa rk PangYa PangYa F r e e Style F r e e Style F IF A Online F IF A Online Magumagu Magumagu (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

slide-11
SLIDE 11

11

21

Game Sur ve y : Ve hic le - r

ac ing

(unkno wn) (unkno wn) (unkno wn) (unkno wn) 100 b illio n K RW 100 b illio n K RW until Ma y 2006 until Ma y 2006 Sale s Sale s Visual Visual Ite m pr ic e s Ite m pr ic e s Payme nt Payme nt mode l mode l (Maximum) # (Maximum) #

  • f
  • f CCUs

CCUs Re le ase date Re le ase date Publishe r Publishe r De ve lope r De ve lope r 300K RW ~ 14,800K RW 300K RW ~ 14,800K RW 700K RW ~ 14,000K RW 700K RW ~ 14,000K RW 500K RW ~ 9,900K RW 500K RW ~ 9,900K RW Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n (unkno wn) (unkno wn) (unkno wn) (unkno wn) 220,000(o n Apr. 2005) 220,000(o n Apr. 2005) No v. 2006(OBT ) No v. 2006(OBT ) Ja n. 2007(OBT ) Ja n. 2007(OBT )

  • Jun. 2004(OBT

)

  • Jun. 2004(OBT

) Ne o Wiz Ne o Wiz G a me s G a me s NHN Co rp . NHN Co rp . Ne xo n Inc . Ne xo n Inc . J2M So ft J2M So ft NHN Co rp . NHN Co rp . Ne xo n Inc . Ne xo n Inc . RayCity RayCity Skid Rush Skid Rush Kar tRide r Kar tRide r (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

22

Game Sur ve y : “KartRide r”

  • L

a unc hing da ta L a unc hing da ta

– – Ma r. 2004 : Ga me Re le a se Ma r. 2004 : Ga me Re le a se – –

  • Jun. 1, 2004 : Ope n te sting
  • Jun. 1, 2004 : Ope n te sting

– – Aug . 18, 2004 : I te m Aug . 18, 2004 : I te m-

  • se lling syste m la unc he d

se lling syste m la unc he d

  • De ve lo pme nt da ta

De ve lo pme nt da ta

– De ve lo pme nt pe rio ds : 19 mo nths (No v. 2002 ~ Jun. 2004) – De ve lo pme nt c o st : 4 b illio n K RW

  • Ga me da te

Ga me da te

– – T he mo st T he mo st-

  • pla ye d o nline g a me in K
  • re a : 16 millio n sub sc rib e rs

pla ye d o nline g a me in K

  • re a : 16 millio n sub sc rib e rs

(1/ 3 o f po pula tio n) (1/ 3 o f po pula tio n) – – 130 millio n sub sc rib e rs, re a c he d 800,000 130 millio n sub sc rib e rs, re a c he d 800,000 CCUs CCUs in China (Se p. in China (Se p. 2006) 2006) – – K RW 100 b illio n K RW 100 b illio n in sa le s until 2006 in sa le s until 2006

(Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

slide-12
SLIDE 12

12

23

Game Sur ve y : Shooting

(unkno wn) (unkno wn) (unkno wn) (unkno wn) 10 b illio n K RW 10 b illio n K RW (to Jul. 2004) (to Jul. 2004) 4 b illio n K RW 4 b illio n K RW (o n F e b . 2007) (o n F e b . 2007) Sale s Sale s Visual Visual Ite m Pr ic e s Ite m Pr ic e s Payme nt Payme nt Mode l Mode l (Maximum) # (Maximum) #

  • f
  • f CCUs

CCUs Re le ase date Re le ase date Publishe r Publishe r De ve lope r De ve lope r 400K RW ~ 400K RW ~ 7,200K RW 7,200K RW 900K RW ~ 900K RW ~ 14,500K RW 14,500K RW 500K RW ~ 500K RW ~ 16,500K RW 16,500K RW 1,000K RW ~ 1,000K RW ~ 17,500K RW 17,500K RW Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n 50,000(o n Ma r. 50,000(o n Ma r. 2005) 2005) (unkno wn) (unkno wn) 130,000 130,000 210,000(o n F e b . 210,000(o n F e b . 2007) 2007) Ma y 2005(OBT ) Ma y 2005(OBT )

  • Jul. 2007(OBT

)

  • Jul. 2007(OBT

)

  • Jun. 2004(OBT

)

  • Jun. 2004(OBT

) Aug . 2005(OBT ) Aug . 2005(OBT ) NHN Co rp . NHN Co rp . Ne o Wiz Ne o Wiz G a me s G a me s Ne o Wiz Ne o Wiz G a me s G a me s CJ Inte rne t CJ Inte rne t CJ Inte rne t CJ Inte rne t Re d Duc k Re d Duc k Dra g o nF ly Dra g o nF ly Ga me Hig h Ga me Hig h GUNZ Online GUNZ Online A.V.A A.V.A Spe c ial F

  • r

c e Spe c ial F

  • r

c e Sudde n Attac k Sudde n Attac k (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

24

Game Sur ve y : Rhythm- ac tion

(F re e o pe n, (F re e o pe n, no w) no w) (F re e o pe n, (F re e o pe n, no w) no w) 250 millio n K RW 250 millio n K RW (o n Ja n. 2004) (o n Ja n. 2004) (unkno wn) (unkno wn) 3 b illio n K RW 3 b illio n K RW (o n Aug . 2006) (o n Aug . 2006) Sale s Sale s Visual Visual Ite m Pr ic e s Ite m Pr ic e s Payme nt Payme nt Mode l Mode l (Maximum) # (Maximum) #

  • f
  • f CCUs

CCUs Re le ase date Re le ase date Publishe r Publishe r De ve lope r De ve lope r (no t fixe d ) (no t fixe d ) (no t fixe d ) (no t fixe d ) 300K RW ~ 300K RW ~ 3,300K RW 3,300K RW 600K RW ~ 600K RW ~ 6,400K RW 6,400K RW 300K RW ~ 300K RW ~ 9,900K RW 9,900K RW (no t fixe d ) (no t fixe d ) (no t fixe d ) (no t fixe d ) Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n Mic ro Mic ro -

  • tra nsa c tio n

tra nsa c tio n 5,000(o n De c . 5,000(o n De c . 2007) 2007) (unkno wn) (unkno wn) 28,000(o n De c . 28,000(o n De c . 2003) 2003) (unkno wn) (unkno wn) 30.000+ 30.000+ No v. 2007(OBT ) No v. 2007(OBT ) Se p. 2007(OBT ) Se p. 2007(OBT ) No v. 2002(OBT ) No v. 2002(OBT ) Se p. 2005(OBT ) Se p. 2005(OBT ) Oc t. 2004(OBT ) Oc t. 2004(OBT ) RE T Ro RE T Ro Ga me s Ga me s Sa mSung Sa mSung E le c . E le c . O2Me dia O2Me dia Ne o Wiz Ne o Wiz G a me s G a me s ye d a ng ye d a ng o nline

  • nline

RE T RO Ga me s RE T RO Ga me s Bisc uit So ft Bisc uit So ft O2Me dia O2Me dia Se e d9 Se e d9 E nt E nt. . T 3 T 3 E nt E nt. . E Z2ON E Z2ON Astr

  • Range r

Astr

  • Range r

O2Jam O2Jam R2Be at R2Be at Audition Audition (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

slide-13
SLIDE 13

13

25

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

“L e g e nd o f Da rkne ss” Ope n o n Oc t. 1997 “E la nc ia ” Ope n o n No v. 1998 “ Asg a rd ” Ope n o n No v. 2001 “T he K ing do m o f Winds” Ope n o n Apr. 1996 “T a le s We a ve r” Ope n o n No v. 2002

  • Cha ng ing pa yme nt po lic y into mic ro

Cha ng ing pa yme nt po lic y into mic ro -

  • tra nsa c tio n

tra nsa c tio n

– – Aug . 1, 2005, fre e pla y o f 5 MMORPGs Aug . 1, 2005, fre e pla y o f 5 MMORPGs

  • ‘

‘ T he K ing do m o f the Wind T he K ing do m o f the Wind ’ ’ , , “ “ L e g e nd o f da rkne ss L e g e nd o f da rkne ss” ” , , “ “ E la nc ia E la nc ia ” ” , , “ “ Asg a rd Asg a rd ” ” , a nd , a nd “ “ T a le s We a ve r T a le s We a ve r” ”

– – Cha ng ing into mic ro Cha ng ing into mic ro -

  • tra nsa c tio n (fre e to pla y a nd pa y fo r in

tra nsa c tio n (fre e to pla y a nd pa y fo r in-

  • g a me ite ms) fro m sub sc riptio n fe e b a se d mo de l

g a me ite ms) fro m sub sc riptio n fe e b a se d mo de l

26

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

  • T

he Re sults T he Re sults

– – Aug . 4, 2005 Aug . 4, 2005

  • Ma ximum # o f

Ma ximum # o f CCUs CCUs is 180,000+ is 180,000+

  • “

“ T he K ing do m o f the Winds T he K ing do m o f the Winds” ”

– – Ma ximum # o f Ma ximum # o f CCUs CCUs is 90,000+ is 90,000+

  • “

“ Asg a rd Asg a rd ” ” a nd a nd “ “ T a le s We a ve r T a le s We a ve r” ”

– – T he # o f T he # o f CCUs CCUs a re g ro wing 100% ~ 200% fro m a mo nth a g o a re g ro wing 100% ~ 200% fro m a mo nth a g o

– – Aug . 7, 2005 Aug . 7, 2005

  • “

“ T a le s We a ve r T a le s We a ve r” ”

– – 40,000+ 40,000+ CCUs CCUs, g ro wing 100% fro m a mo nth a g o , g ro wing 100% fro m a mo nth a g o

– – Aug . 16, 2005 Aug . 16, 2005

  • “

“ Asg a rd Asg a rd ” ”

– – 27,000+ 27,000+ CCUs CCUs, g ro wing 120% fro m a mo nth a g o , g ro wing 120% fro m a mo nth a g o

– – Aug . 19, 2005 Aug . 19, 2005

  • “

“ T he K ing do m o f the Winds T he K ing do m o f the Winds” ”

– – Re c o rd ing 110,000 Ma ximum # o f Re c o rd ing 110,000 Ma ximum # o f CCUs CCUs . .

– – L a te r, L a te r,

  • “

“ T he K ing do m o f the Winds T he K ing do m o f the Winds” ”

– – Re c o rd ing 130,000 Ma ximum # o f Re c o rd ing 130,000 Ma ximum # o f CCUs CCUs . .

slide-14
SLIDE 14

14

27

“L e g e nd o f Mir 2, 3” We Ma de E nte rta inme nt Co . F re e pla y o n Jun. 19, 2007 (Be fo re , 27,500 K RW pe r a mo nth) “RF Online ” CCR Inc . F re e pla y o n Se p . 27, 2006 (Be fo re , 16,500 K RW pe r a mo nth)

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

“Gra na d o E spa d a ” I mc GAME S F re e pla y o n No v. 19, 2006 (Be fo re , 19,800 K RW pe r a mo nth) “Pristo n T a le ” ye da ng o nline F re e pla y o n No v. 8, 2005 (Be fo re , 25,000 K RW pe r a mo nth)

  • MMORPGs in Othe r c o mpa nie s

MMORPGs in Othe r c o mpa nie s

(Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

28

“Atla ntic a ” NDOORS Co rp. F re e pla y fro m Ja n. 9, 2008 Sa le s in-g a me ite ms fro m Ja n. 28, 2008 “SUN Online ” WE BZE N Inc . Ope n te sting fro m No v. 14, 2006 Sa le s in-g a me ite ms fro m No v. 19, 2006

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

“ZE RA“ Ne xo n Inc . Ope ning te sting fro m F e b . 15, 2006 Sa le s in-g a me ite ms fro m Aug . 25, 2006

  • L

a unc hing MMORPG with fre e o f c ha rg e L a unc hing MMORPG with fre e o f c ha rg e

slide-15
SLIDE 15

15

29

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

  • Mo nthly sub sc riptio n fe e s in K
  • re a

Mo nthly sub sc riptio n fe e s in K

  • re a
  • “

“ Wo rld o f Wa rc ra ft Wo rld o f Wa rc ra ft” ” sub sc riptio n fe e c ha ng e sub sc riptio n fe e c ha ng e

18,480 K RW Ma b ino g i Online (Ne xo n) 19,800 KR W Wor ld of Wa r c r a ft(Blizza r d E nte r ta inme nt) 29,700 K RW L ine a g e 2(NCSo ft) 22.000 K RW Ra g na ro k Online (GRAVIT Y) 9,900 K RW Guild Wa r(NCSo ft) 19,800 K RW Unc ha rte d Wa te rs Online (K OE I) 27,500 K RW Mu Online (WE BZE N) 29,700 K RW L ine a g e (NCSo ft) Subsc r iption F e e (Monthly F e e ) Ga me T itle (De ve lope r ) 47,520 K RW 19,800 K RW Apr

  • 2006

59,400 K RW 24,750 K RW Apr

  • 2006

64,900 K RW 24,750 K RW Ja n-2005 3 months fe e 1 month fe e WOW (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD)

30

  • MMORPG o n 2008(do me stic )

MMORPG o n 2008(do me stic )

  • MMORPG o n 2008(fo re ig n)

MMORPG o n 2008(fo re ig n)

“Wa rL

  • rd ”

NE OWIZ Ga me s Ope n te sting

Game Sur ve y : Mic r

  • - tr

ansac tion in MMORPG

“SP1” Silve rPo rtio n Inc Clo se d te ste d “AI ON” NCSo ft Co rp. “Cha ng Chun Online ” We Ma de E nte rta inme nt Ope n te sting “Dyna sty Wa rrio rs Online ” K OE I CO. “T he L

  • rd o f the Ring s

Online ” T urb ine Inc . “Wa rHa mme r Online ” Mythic E nte rta inme nt “Dra g o n Ba ll Online ” BANDAI

slide-16
SLIDE 16

16

31

Game De sign: Analysis of Mic r

  • -transac tion
  • Ho w to b uy ite ms in a g a me ?

Ho w to b uy ite ms in a g a me ?

– – Sho p o n We b site : Pla ye rs c a n b uy ite ms with c a sh. Sho p o n We b site : Pla ye rs c a n b uy ite ms with c a sh. – – Sho p in Ga me : Pla ye rs c a n b uy ite ms with c a sh a nd in Sho p in Ga me : Pla ye rs c a n b uy ite ms with c a sh a nd in-

  • g a me

g a me mo ne y. mo ne y.

(Sho p o n the we b site o f (Sho p o n the we b site o f “ “ Gra nd Cha se Gra nd Cha se ” ” ) ) (Sho p in the g a me o f (Sho p in the g a me o f “ “ Gra nd Cha se Gra nd Cha se ” ” ) ) 32

Game De sign: Analysis of Mic r

  • -transac tion
  • Pre mium e le me nts in mic ro

Pre mium e le me nts in mic ro -

  • tra nsa c tio n g a me s

tra nsa c tio n g a me s

– – I te ms I te ms

  • Use rs purc ha se ite ms a nd use it in the g a me

Use rs purc ha se ite ms a nd use it in the g a me

  • T

ype s: T ype s: Ac c e sso rie s, spe c ial ite ms, c ha ra c te rs,

Ac c e sso rie s, spe c ial ite ms, c ha ra c te rs, we a po ns, pe ts, e tc we a po ns, pe ts, e tc

  • Dur

ation: Dur ation: Co nsuma b le , fixe d

Co nsuma b le , fixe d -

  • te rm, o r pe rma ne nt

te rm, o r pe rma ne nt – – T he T he durra b ility durra b ility o f a n ite m is de te rmine d b y the ite m

  • f a n ite m is de te rmine d b y the ite m’

’ s func tio n. s func tio n.

– –

e xample : e xample : I

te ms in I te ms in “ “ Ma ple Sto ry Ma ple Sto ry” ”

slide-17
SLIDE 17

17

33

Game De sign: Analysis of Mic r

  • -transac tions
  • Pre mium e le me nts in mic ro

Pre mium e le me nts in mic ro -

  • tra nsa c tio n g a me s

tra nsa c tio n g a me s

– – Se rvic e s Se rvic e s

  • Va rio us pre mium se rvic e s c a n b e o ffe re d.

Va rio us pre mium se rvic e s c a n b e o ffe re d.

  • Do n

Do n’ ’ t ha ve dire c t e ffe c ts o n the b a la nc e o f g a me s. t ha ve dire c t e ffe c ts o n the b a la nc e o f g a me s.

  • T

ype s: T ype s: g a me mo de s, to o ls, mini g a me s, q ue sts e tc

g a me mo de s, to o ls, mini g a me s, q ue sts e tc

  • Dur

ation: Dur ation: F

ixe d F ixe d -

  • te rm

te rm

  • E

xample : E xample : Spe c ia l q ue sts in

Spe c ia l q ue sts in “ “ Gra nd Cha se Gra nd Cha se ” ” 34

Game De sign: Analysis of Mic r

  • -transac tion
  • Pre

Pre -

  • pa id g a me po ints

pa id g a me po ints

– – Ga me pla ye rs purc ha se g a me po ints thro ug h va rio us ve ndo rs Ga me pla ye rs purc ha se g a me po ints thro ug h va rio us ve ndo rs a nd c o nsume the po ints b y purc ha sing g a me e le me nts o nline . a nd c o nsume the po ints b y purc ha sing g a me e le me nts o nline . – – F e a ture s: F e a ture s:

  • Pre

Pre -

  • pa id g a me po int syste m a llo ws g a me pla ye rs to b uy g a me

pa id g a me po int syste m a llo ws g a me pla ye rs to b uy g a me e le me nts o f pro vide r e le me nts o f pro vide r’ ’ s e ntire o nline g a me s. b y purc ha sing a nd s e ntire o nline g a me s. b y purc ha sing a nd spe nding this ub iquito us c urre nc y. spe nding this ub iquito us c urre nc y.

  • Ga me po ints purc ha se d o nline a llo w pla ye rs to use dive rse pa yme n

Ga me po ints purc ha se d o nline a llo w pla ye rs to use dive rse pa yme nt t me tho ds. me tho ds. (Va rio us pa yme nt me tho ds in (Va rio us pa yme nt me tho ds in “ “ Ge tAmpe d Ge tAmpe d ” ” ) )

slide-18
SLIDE 18

18

35

Game De sign: Case Studie s <Casual Game s>

  • “

“ K a rtRide r K a rtRide r” ”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y

  • Ne xon

Ne xon Cash Cash

– –

De finition De finition

All the ite ms so ld in All the ite ms so ld in K a rtRide r K a rtRide r c a n b e purc ha se d b y using . c a n b e purc ha se d b y using . Ne xo n Ne xo n Ca sh whic h is pre Ca sh whic h is pre -

  • pa id.

pa id. Use rs c a n purc ha se Use rs c a n purc ha se Ne xo n Ne xo n Ca sh thro ug h va rio us ve ndo rs. Ca sh thro ug h va rio us ve ndo rs. – –

Advantage s Advantage s

K a rtRide r K a rtRide r is ta rg e te d a t yo ung e r pla ye rs. Pa yme nt b y c re dit is ta rg e te d a t yo ung e r pla ye rs. Pa yme nt b y c re dit c a rd ha s a g e re stric tio ns. c a rd ha s a g e re stric tio ns. Use rs c a n purc ha se Use rs c a n purc ha se Ne xo n Ne xo n Ca sh thro ug h va rio us ve ndo rs. Ca sh thro ug h va rio us ve ndo rs. 36 (Va rio us (Va rio us Ne xo n Ne xo n Ca sh Ca rds) Ca sh Ca rds)

Game De sign: Case Studie s <Casual Game s>

  • “

“ K a rtRide r K a rtRide r” ”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y c o nt.

c o nt.

slide-19
SLIDE 19

19

37

Game De sign: Case Studie s <Casual Game s>

  • “

“ K a rtRide r K a rtRide r” ”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y c o nt.

c o nt.

  • L

uc c i L uc c i

– –

De finition De finition

the g a me mo ne y e a rne d in the g a me itse lf. the g a me mo ne y e a rne d in the g a me itse lf. – –

Se par ation of Se par ation of Ne xon Ne xon Cash ite ms and Cash ite ms and L uc c i L uc c i ite ms ite ms

T he ite ms tha t c o uld b e purc ha se d with the T he ite ms tha t c o uld b e purc ha se d with the Ne xo n Ne xo n Ca sh a nd Ca sh a nd L uc c i L uc c i a re c o mple te ly se pa ra te . a re c o mple te ly se pa ra te . 38

Lucci Lucci Lucci Lucci Nexon Cash Nexon Cash Nexon Cash Nexon Cash Nexon Cash Nexon Cash

  • “

“ K a rtRide r K a rtRide r” ”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y c o nt.

c o nt.

Game De sign: Case Studie s <Casual Game s>

(I te m sho p o f (I te m sho p o f “ “ K a rtRide r K a rtRide r” ” ) )

slide-20
SLIDE 20

20

39

L uc c i L uc c i Ite ms Ite ms Ne xon Ne xon Cash Ite ms Cash Ite ms Syne r gy Syne r gy Main fac tor

  • f the suc c e ss of

Main fac tor

  • f the suc c e ss of Kar

tRide r Kar tRide r

Game De sign: Case Studie s <Casual Game s>

  • “

“ K a rtRide r K a rtRide r” ”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y c o nt.

c o nt.

  • Coe xiste nc e of

Coe xiste nc e of Ne xon Ne xon Cash and Cash and L uc c i L uc c i

– –

Game s be for e Game s be for e “ “Kar tRide r Kar tRide r” ”

a llo we d pla ye rs to purc ha se ite ms with b o th type s o f mo ne ys. a llo we d pla ye rs to purc ha se ite ms with b o th type s o f mo ne ys.

Side e ffe c t: Side e ffe c t: Ga p b e twe e n the ric h a nd po o r

Ga p b e twe e n the ric h a nd po o r – –

Solution of Solution of Kar tRide r Kar tRide r

40

Game De sign: Case Studie s <Casual Game s>

  • “

“ K a rtRide r K a rtRide r” ”

– –

Bala nc ing Bala nc ing Ne xon Ne xon Cash a nd Cash a nd L uc c i L uc c i

  • F

e atur e s of F e atur e s of Ne xon Ne xon Cash Ite ms Cash Ite ms

– – Orna me nts fo r a va ta rs Orna me nts fo r a va ta rs – – Pro vide a g a me a dva nta g e to the pla ye r. Pro vide a g a me a dva nta g e to the pla ye r. – – Ge ne ra lly a va ila b le fo r a limite d pe rio d Ge ne ra lly a va ila b le fo r a limite d pe rio d

  • F

e atur e s of F e atur e s of L uc c i L uc c i Ite ms Ite ms

– – Stylize the a ppe a ra nc e o f a ka rt Stylize the a ppe a ra nc e o f a ka rt – – Spe c ia l e ffe c ts a nd e nha nc e me nts Spe c ia l e ffe c ts a nd e nha nc e me nts – – Ob je c tive s tha t pla ye rs pursue Ob je c tive s tha t pla ye rs pursue

slide-21
SLIDE 21

21

41

Game De sign: Case Studie s <Casual Game s>

Cash Items Game Play Lucci Items Objective Enhancement

  • “

“ K a rtRide r K a rtRide r” ”

– –

Bala nc ing Bala nc ing Ne xon Ne xon Cash a nd Cash a nd L uc c i L uc c i c o nt.

c o nt.

  • Inte r

ac tion be twe e n Cash ite ms and Inte r ac tion be twe e n Cash ite ms and L uc c i L uc c i ite ms ite ms

– – Pla ye rs purc ha se c a sh ite ms to e nha nc e the ir g a me a b ilitie s, in Pla ye rs purc ha se c a sh ite ms to e nha nc e the ir g a me a b ilitie s, in

  • rde r to o b ta in
  • rde r to o b ta in L

uc c i L uc c i a nd mo re e a sily ra ise the ir le ve l. a nd mo re e a sily ra ise the ir le ve l. – – Pla ye rs b uy mo re c a sh ite ms b e c a use o f the e xiste nc e o f Pla ye rs b uy mo re c a sh ite ms b e c a use o f the e xiste nc e o f L uc c i L uc c i ite ms. ite ms. 42

Game De sign: Case Studie s <Casual Game s>

E xample s of Cash Ite ms E xample s of Cash Ite ms E xample s of E xample s of L uc c i L uc c i Ite ms Ite ms

( (Pla zma Pla zma PT ) PT ) (Re d Missile Ba llo o n) (Re d Missile Ba llo o n) (L una r Ra b b it) (L una r Ra b b it)

  • “

“ K a rtRide r K a rtRide r” ”

– –

E xa mple s of ite ms E xa mple s of ite ms

It ha s b e tte r c a pa b ility tha n L uc c i ve hic le s tha t lo we r le ve l pla ye rs c a n purc ha se . he nc e inc re a sing the winning

  • d d s in the g a me .

It has an e xpir ation date . It is a d e c o ra tio n tha t c a n b e mo unte d o n the ve hic le . Onc e this ite m is mo unte d it will a uto ma tic a lly o b ta in L uc c i whe n a tta c ke d b y missile s. It is c onsumable . It is a n a ttra c tive ve hic le whic h e nha nc e s the g a ming c a pa b ility o f pla ye rs a nd ha s a spe c ial func tio n whic h de le te s ite ms tha t de te r pla ye rs d uring g a me . It has a high pr ic e .

slide-22
SLIDE 22

22

43

Game De sign: Case Studie s <Casual Game s>

  • “

“ Gra nd Cha se Gra nd Cha se ” ”

– –

Va rious c urre nc ie s Va rious c urre nc ie s

  • Ne tmar

ble Ne tmar ble Cash Cash

– – All the ite ms so ld in Gra nd Cha se c a n b e purc ha se d b y using All the ite ms so ld in Gra nd Cha se c a n b e purc ha se d b y using Ne tma rb le Ne tma rb le Ca sh whic h is pre Ca sh whic h is pre -

  • pa id.

pa id. – – Use rs c a n purc ha se Use rs c a n purc ha se Ne tma rb le Ne tma rb le Ca sh thro ug h va rio us ve ndo rs. Ca sh thro ug h va rio us ve ndo rs.

  • GP

GP

– – I n I n-

  • g a me c urre nc y

g a me c urre nc y

  • Point

Point

– – Pla ye rs c a n re c e ive Po ints in pro po rtio n to the ho urs o f Pla ye rs c a n re c e ive Po ints in pro po rtio n to the ho urs o f c o ntinuo us g a me pla y. c o ntinuo us g a me pla y. – – Po int c a n b e a mo tiva tio n o f c o ntinuo us g a me pla y fo r pla ye rs. Po int c a n b e a mo tiva tio n o f c o ntinuo us g a me pla y fo r pla ye rs. 44

Game De sign: Case Studie s <MMO RPGs>

  • “

“ Ma ple Sto ry Ma ple Sto ry” ”

– –

Optima l ite m de sign for mic ro Optima l ite m de sign for mic ro -

  • transac tions

transac tions

  • Ne xon

Ne xon Cash Ite ms Cash Ite ms

– – do n do n’ ’ t ha ve dire c t e ffe c t o n g a me pla y. t ha ve dire c t e ffe c t o n g a me pla y. – – de c o ra te pla ye r de c o ra te pla ye r’ ’ s a va ta r. s a va ta r. – – ha ve va rio us func tio ns. ha ve va rio us func tio ns.

  • Me sso

Me sso Ite ms Ite ms

– – influe nc e the b a la nc e o f g a me pla y. influe nc e the b a la nc e o f g a me pla y. – – ma ke pla ye r stro ng e r. ma ke pla ye r stro ng e r. – – ha rd to g e t. ha rd to g e t.

slide-23
SLIDE 23

23

45

Game De sign: Case Studie s <MMO RPGs>

  • “

“ Ma ple Sto ry Ma ple Sto ry” ”

– –

Innovative ite m de sign Innovative ite m de sign

  • Ac c e ssor

ie s Ac c e ssor ie s

  • Pe ts and r

e late d ite ms Pe ts and r e late d ite ms

  • Pe r

missions Pe r missions

46

Game De sign: Case Studie s <F

PSs>

  • “

“ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y

  • Pmang

Pmang Cash Cash

– – Pre Pre -

  • pa id g a me mo ne y use d in

pa id g a me mo ne y use d in “ “ Spe c ia l F

  • rc e >

Spe c ia l F

  • rc e >”

” – – Pla ye rs c a n b uy ite ms fo r ma ny diffe re nt g a me s using Pla ye rs c a n b uy ite ms fo r ma ny diffe re nt g a me s using Pma ng Pma ng Ca sh o n the g a me po rta l site Ca sh o n the g a me po rta l site Pma ng .c o m Pma ng .c o m. .

  • SP

SP

– – I n I n-

  • g a me mo ne y e a rne d during pla y

g a me mo ne y e a rne d during pla y

slide-24
SLIDE 24

24

47

Game De sign: Case Studie s <F

PSs>

  • “

“ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y

  • Coe xiste nc e of

Coe xiste nc e of Pmang Pmang Cash and SP Cash and SP

– –

Re lationship be twe e n Re lationship be twe e n Pmang Pmang Cash and SP Cash and SP

T he re la tio nship b e twe e n T he re la tio nship b e twe e n Pma ng Pma ng Ca sh a nd SP is simila r to tha t Ca sh a nd SP is simila r to tha t

  • f
  • f Ne xo n

Ne xo n Ca sh a nd Ca sh a nd L uc c i L uc c i. . – –

Diffe r e nc e s be twe e n Mic r

  • Diffe r

e nc e s be twe e n Mic r

  • -
  • tr

ansac tion mode ls of tr ansac tion mode ls of “ “Kar tRide r Kar tRide r” ” and and “ “Spe c ial F

  • r

c e Spe c ial F

  • r

c e ” ”

Pma ng Pma ng Ca sh ite ms e mpha size the c a pa b ility to o b ta in SP. Ca sh ite ms e mpha size the c a pa b ility to o b ta in SP. An F PS g a me a nd a c a sua l g a me ha ve a diffe re nt psyc ho lo g y. An F PS g a me a nd a c a sua l g a me ha ve a diffe re nt psyc ho lo g y. 48

Game De sign: Case Studie s <F

PSs>

(Weapon shop) (Weapon shop) (Item shop on the web site) (Item shop on the web site)

Pmang Cash Items SP Items

  • “

“ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

”

– –

E ffic ie nt Mic r

  • E

ffic ie nt Mic r

  • -
  • transac tion polic y

transac tion polic y c o nt.

c o nt.

  • Coe xiste nc e of

Coe xiste nc e of Pmang Pmang Cash and SP Cash and SP

slide-25
SLIDE 25

25

49

Game De sign: Case Studie s <F

PSs>

E xample s of Pmang Cash Ite ms E xample of an SP Ite ms

(Do ub le Up) (Do ub le Up) (Cro ss Ha ir) (Cro ss Ha ir) (AN 94) (AN 94)

  • “

“ Spe c ia l F

  • rc e

Spe c ia l F

  • rc e ”

”

– –

E xa mple s of ite ms E xa mple s of ite ms

Onc e this ite m is purc ha se d, SP e a rne d will be d o uble d d uring g a me . T hus a llo wing pla ye rs to e a rn SP mo re e a sily a nd b uy b e tte r we a po ns. It has an e xpir ation date . It a llo ws pla ye rs to mo dify the fo rm a nd c o lo r o f a iming po ints. It has an e xpir ation date . It is a ma in we a po n d uring the g a me . It has a high pr ic e .

50 (We b pa g e o f the g a me ) (We b pa g e o f the g a me ) (Sc re e n o f the g a me ) (Sc re e n o f the g a me )

Game De sign: Case Studie s <F PS>

(We b pa g e o f the g a me ) (We b pa g e o f the g a me ) (Sc re e n o f the g a me ) (Sc re e n o f the g a me )

  • “

“ T a ke Do wn T a ke Do wn – – T he F irst Missio n T he F irst Missio n” ”

– –

Comple te ly se parate d ite m c ate gorie s Comple te ly se parate d ite m c ate gorie s

  • Playe r

s c an pur c hase we apons with in Playe r s c an pur c hase we apons with in-

  • game mone y.

game mone y.

  • Playe r

s c an pur c hase spe c ial ite ms with c ash. Playe r s c an pur c hase spe c ial ite ms with c ash.

slide-26
SLIDE 26

26

51

Game De sign: Case Studie s <F

PSs>

  • “

“ T a ke Do wn T a ke Do wn – – T he F irst Missio n T he F irst Missio n” ”

– –

E xa mple s of ite ms E xa mple s of ite ms

Spe c ial ite m to inc re a se the e xpe rie nc e po int the pla ye r g e t Spe c ial ite m to inc re a se the e xpe rie nc e po int the pla ye r g e t whe n he o r she wins a g a me . whe n he o r she wins a g a me . Spe c ial ite m to disg uise the pla ye r Spe c ial ite m to disg uise the pla ye r’ ’ s ra nking . In Ge ne ra l, MOF PS s ra nking . In Ge ne ra l, MOF PS pla ye rs te nd to iso la te lo w ra nke d pla ye rs. L ike the ite m tha t pla ye rs te nd to iso la te lo w ra nke d pla ye rs. L ike the ite m tha t re mo ve s the pla ye r re mo ve s the pla ye r’ ’ s re c o rd o f runa wa y, this ite m c a n b e a s re c o rd o f runa wa y, this ite m c a n b e a pa sspo rt to g a me ro o ms. pa sspo rt to g a me ro o ms. Spe c ial ite m to sho rte n the time o f Spe c ial ite m to sho rte n the time o f re spa wning re spa wning . With this ite m, . With this ite m, pla ye rs ha ve the o p po rtunity to g a in mo re e xpe rie nc e po ints pla ye rs ha ve the o p po rtunity to g a in mo re e xpe rie nc e po ints a nd in a nd in-

  • g a me mo ne y, b e c a use this ite m inc re a se s the in

g a me mo ne y, b e c a use this ite m inc re a se s the in-

  • pla y

pla y time . time . Spe c ial ite m to re mo ve the pla ye r Spe c ial ite m to re mo ve the pla ye r’ ’ s re c o rd o f runa wa ys. If a s re c o rd o f runa wa ys. If a pla ye r ha s the hig h ra te o f runa wa ys, the re will b e no ro o m to pla ye r ha s the hig h ra te o f runa wa ys, the re will b e no ro o m to we lc o me him o r he r. So , this ite m c a n se rve a s a kind o f p a sspo r we lc o me him o r he r. So , this ite m c a n se rve a s a kind o f p a sspo rt t to g a me ro o ms. to g a me ro o ms. Spe c ial ite ms

52

Game De sign: E

ffe c tive game de sign

Main Obje c tive Play Game Mone y Ite m Pr e - paid Ite m Aid

  • Re la tio nship b e twe e n c a sh ite ms a nd in

Re la tio nship b e twe e n c a sh ite ms a nd in-

  • g a me mo ne y ite ms

g a me mo ne y ite ms

– –

Se parate the two c ate g or ie s of ite ms. Se parate the two c ate g or ie s of ite ms.

– –

Cash Ite ms and in Cash Ite ms and in-

  • game mone y ite ms are de signe d to fac ilitate sale s of

game mone y ite ms are de signe d to fac ilitate sale s of Cash ite m. Cash ite m. ** De sig n priority: Se ll Pre ** De sig n priority: Se ll Pre -

  • pa id Ite ms

pa id Ite ms

  • Playe r

s buy Pr e Playe r s buy Pr e -

  • paid Ite ms to e nhanc e the ir

abilitie s, making it e asie r for the m paid Ite ms to e nhanc e the ir abilitie s, making it e asie r for the m to e ar n Game Mone y and impr

  • ve the ir

le ve ls. T he ir ultimate obje to e ar n Game Mone y and impr

  • ve the ir

le ve ls. T he ir ultimate obje c tive is to c tive is to

  • btain Game Mone y Ite ms. (In
  • btain Game Mone y Ite ms. (In Kar

tRide r Kar tRide r) )

slide-27
SLIDE 27

27

53

Game De sign: E

ffe c tive game de sign

(F a nta sy life c lub ) (E xtra sto ra g e se rvic e ) (F a nta sy life c lub ) (E xtra sto ra g e se rvic e ) (Suppo rt se rvic e ) (Suppo rt se rvic e )

  • I

ntro duc tio n to va rio us syste ms fo r se lling ite ms I ntro duc tio n to va rio us syste ms fo r se lling ite ms

– –

L imite d duration L imite d duration

  • 1 da y, 3 d a y, a we e k, a mo nth, o r a ye a r de pe nding o n the pric e

1 da y, 3 d a y, a we e k, a mo nth, o r a ye a r de pe nding o n the pric e pa id. pa id.

– –

L imite d numbe r of use s L imite d numbe r of use s

  • Sing le , 10 time s, 30 time s, o r 100 time s de pe nding o n the pric e

Sing le , 10 time s, 30 time s, o r 100 time s de pe nding o n the pric e pa id. pa id.

– –

Bundle of ite ms Bundle of ite ms 54

Game De sign: E

ffe c tive game de sign

(I te ms in (I te ms in “ “ Pa ng ya Pa ng ya ” ” ) ) (L ic e nse pla te in (L ic e nse pla te in “ “ K a rtRide r K a rtRide r” ” ) )

  • Se ll ite ms spe c ia lize d in the g a me pla y o f a g a me

Se ll ite ms spe c ia lize d in the g a me pla y o f a g a me

– – de sig ne rs sho uld c o nsid e r de sig ne rs sho uld c o nsid e r

  • Ge nre

Ge nre

  • T

a rg e t a udie nc e T a rg e t a udie nc e

  • Custo miza b ility

Custo miza b ility (Va rio us ite ms in (Va rio us ite ms in “ “ Ma ple sto ry Ma ple sto ry” ” ) )

slide-28
SLIDE 28

28

55

Game De sign: E

ffe c tive game de sign

(F I F A Wo rld Cup ite ms in (F I F A Wo rld Cup ite ms in “ “ K a rtRide r K a rtRide r” ” ) ) (Christma s ite ms in (Christma s ite ms in “ “ Ma ple Sto ry Ma ple Sto ry” ” ) )

  • Se ll spe c ia l c a sh ite ms during c o rre spo nding e ve nts

Se ll spe c ia l c a sh ite ms during c o rre spo nding e ve nts

56

Game De sign: E

ffe c tive game de sign

(Community items in (Community items in “ “Sudden Attack Sudden Attack” ”) )

  • Se ll re a l mo ne y ite ms tha t e nha nc e the c o mmunity

Se ll re a l mo ne y ite ms tha t e nha nc e the c o mmunity

– –

Ite m for c ommunity c ompe titions Ite m for c ommunity c ompe titions

– –

E mble ms of a g roup E mble ms of a g roup

– –

E quipme nt for a gr

  • up

E quipme nt for a gr

  • up
slide-29
SLIDE 29

29

57

Game De sign: E

ffe c tive game de sign

(Special character and kart in (Special character and kart in “ “KartRider KartRider” ”) ) (Additional experience points in (Additional experience points in “ “FIFA Online FIFA Online” ”) )

  • Ga me de sig n spe c ia lize d in I

nte rne t Ca fe s Ga me de sig n spe c ia lize d in I nte rne t Ca fe s

– –

Additiona l in Additiona l in-

  • g ame mone y and E

xpe rie nc e Points g ame mone y and E xpe rie nc e Points

– –

E xc lusive ite ms for an inte rne t c af E xc lusive ite ms for an inte rne t c afé é

– –

Spe c ial g ame mode s playa ble only at inte r ne t c a fe s Spe c ial g ame mode s playa ble only at inte r ne t c a fe s 58

Conc lusions: Mic r

  • - tr

ansac tions in USA

  • K

a rtRide r K a rtRide r & Ma ple Sto ry & Auditio n & Ma ple Sto ry & Auditio n

  • F

re e Style F re e Style

  • So ldie r F

ro nt & So ldie r F ro nt & Gunb o und Gunb o und

slide-30
SLIDE 30

30

59

Conc lusions: Outlook on Re ve nue Mode ls

  • T

he e xpa nsio n o f mic ro T he e xpa nsio n o f mic ro -

  • tra nsa c tio ns in o nline g a me s is

tra nsa c tio ns in o nline g a me s is e xpe c te d to c ha ng e a spe c ts o f g a me s de ve lo pme nt, e xpe c te d to c ha ng e a spe c ts o f g a me s de ve lo pme nt, suc h a s g a me de sig n, sa le s, distrib utio n e tc . suc h a s g a me de sig n, sa le s, distrib utio n e tc .

  • Xb o x 360, Pla ySta tio n 3, a nd

Xb o x 360, Pla ySta tio n 3, a nd Wii Wii a re a ll e xpe c te d to use a re a ll e xpe c te d to use mic ro mic ro -

  • tra nsa c tio ns in distrib uting a va rie ty o f c o nte nt a nd

tra nsa c tio ns in distrib uting a va rie ty o f c o nte nt a nd so ftwa re o nline . so ftwa re o nline .

– –

Ma rke tpla c e Ma rke tpla c e “ “Xbox 360 Xbox 360 – –Xbox L IVE Xbox L IVE” ”

– –

E E-

  • Distr

ibution Initiative Distr ibution Initiative “ “PlayStation 3 PlayStation 3” ” (Ma p Pa c k o f (Ma p Pa c k o f “ “ Ca ll o f Duty 3 Ca ll o f Duty 3” ” ) ) (Spe e d Pa c k o f (Spe e d Pa c k o f “ “ PGR 3 PGR 3” ” ) ) 60

T hank you.

Q & A Se ssion