Yahoo Mobage Overview

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

1. What is Yahoo! Mobage?
Introduction
Platform
Promotion
Payments

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.

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

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

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.

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)

Platform
1. APIs
2. Avatars
3. Ads

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

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!

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

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
Promotion
1. Virality
2. CPM Ads
3. Launch Promotion

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
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.

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.

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.

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.

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.

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

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)

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

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

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.
Payments

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.

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

2. How to develop on Yahoo! Mobage?

Details on Platform Distribution
Partner Support Program
System Development

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
Details on Platform Distribution
System Development

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

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

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
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.

Developing on Multiple Platforms
Users
Yahoo! Mobage
Mobage Town
Mobage Platform
Mobage Platform
OpenSocial
RESTful JavaScript
API API
Partner Developers’ Application

Applications

3. Where should I start?

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
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/

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

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

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

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

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

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

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

Game development Revenue Share (P27)

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

• Providing Yahoo! JAPAN’s

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

Largest PC User Base in Japan

Of 52 million Monthly Active Users:

¾ 24 million Have Yahoo! JAPAN IDs.

¾ 19 million IDs register with Yahoo! Wallet.

¾ 7.6 million IDs purchase subscriptions to

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

Approx. 6 million UU per month *1

Approx. 370 million PV per month *1

both by visitor numbers and page views

homemakers Yahoo! Mobage mixi GREE

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

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

Yahoo! Mobage APIs Conform to OpenSocial Standards

・API Manuals are be available on the Developer Site

Other Social Networking Sites on OpenSocial

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

with Item usable

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

Programs offered to display advertisements in-game

 Can include in-game ads

Screen space where

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

Management Index Analysis Tools

* Page design may change in the actual service.

Log Analysis Tools（Release Date Undetermined）

Copyright (C) 2010 DeNA CO.,LTD. All Rights Reserved. 14

Feed Mail Yahoo! Mobage

Even on Yahoo! JAPAN’s Top Page

*Page design may change in the actual service.

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

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

Featured New Games

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

*Page design may change in the actual service.

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

browser visits per month (#1 in Japan)

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

Game status updates via

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

Will Launch a Friend Invite Program to the

Inviters can also “type” in

* Page design may change in the actual service.

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

* Page design may change in the actual service.

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

The page will feature new games

* Page design may change in the actual service.

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

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

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

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

1 As of Mar 2010 2 As of Aug 2010

Can include in-game ads

Management Index Analysis Tools

Log Analysis Tools（Release Date Undetermined）

＜Attracting New Users＞

Advertisements selected by developer (planned)

Finances In-game Purchase Operation Support

Agree to the Developer Site’s terms of usage

Development Register and develop the game.

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

Release game to Yahoo! Mobage users

Additional information will be available on the Developer Site