© benjamin joffe - benjamin@akebonobashi.net 1 mogi location and presence in a pervasive community...
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1 © Benjamin Joffe - benjamin@akebonobashi.net
MogiMogiLocation and presence in a pervasive community gameLocation and presence in a pervasive community game
NEWT GAMES S.A. / Benjamin JoffeNEWT GAMES S.A. / Benjamin Joffe
Ubicomp 2005 (September, 2005)Ubicomp 2005 (September, 2005)
Copyright (C) 2005 Newt Games S.A. / Benjamin Joffe, All rights reserved.
2 © Benjamin Joffe - benjamin@akebonobashi.net
1. 1. IntroductionIntroduction
2. 2. Web demoWeb demo
3. 3. Mobile applicationMobile application
4. 4. Field resultsField results
5. 5. Some ideas on ubiquitySome ideas on ubiquity
6. 6. PerspectivesPerspectives
ContentsContents
3 © Benjamin Joffe - benjamin@akebonobashi.net
1. Introduction1. Introduction
© Benjamin Joffe - benjamin@akebonobashi.net
Self-introductionSelf-introduction What I do now
Independent Consultant on mobile and web services in China, Japan and South Korea
www.akebonobashi.net
With Newt Games Helped Newt Games on business development in Japan and Korea Played the game for 6 months
© Benjamin Joffe - benjamin@akebonobashi.net
In case I don’t finish…In case I don’t finish…
Some conclusions
Through Mogi, Newt Games explored, bumped into and solved most difficulties associated with positioning and pervasive communities
Mogi is but one implementation of technologies that could be used for a vast array of services
The environment is ready in several countries for such services
© Benjamin Joffe - benjamin@akebonobashi.net
Newt GamesNewt Games A vision
Born in Japan in 2000 Create innovative and pervasive location-based entertainment
Newt Games today A division of Mobivillage, a French major CP, subsidiary of For-
Side.com of Japan since September 2004
Roppongi CrossingBirthplace of the Mogi project
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Mogi – “Mogi – “I am here therefore I amI am here therefore I am”” Location-based game developed by Newt Games, a French game studio
and first launched in Japan in April 2003
Storyline Initial idea was a Matrix-like spy and strategy game to conquer
“real/virtual” cities and territories Due to cash-flow issues and time famine, the project evolved from a
Matrix-like MMORPG to a more simple collection and communication game (hardcore casual)
Main characteristics Pervasive (layer on the real world) Convergent (mobile & web) Multiplayer (“unlimited”) Location-based (cell-based and/or GPS)
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Something newSomething new A new breed of mobile content
Location The “mobile network” is usually a cold and dark place Position gives a strong sense of reality
Community Usually, a phone only connects you with people you know Mogi allows to contact and communicate safely with new people Cooperative game design allow friendship
Uses the best of Messaging / Chat Avatars Gaming Location information
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Main aspects of MogiMain aspects of Mogi
CollectionCollection
CommunicationCommunication
1. Trade1. Trade
PresencePresence
3. Interacting with virtual world3. Interacting with virtual world
FriendshipFriendship
2. Interacting with time and space
2. Interacting with time and space
CreaturesCreatures
ShopsShops
Location-basedLocation-based
Time-basedTime-based
2. Sustaining2. Sustaining
1. Inducing1. Inducing
ProximityProximity
Team playTeam play
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2. Web demo2. Web demo
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Active user cells (Apr 20, 2004)
Active user cells (Apr 20, 2004)
Web UIwww.mogimogi.com
Web UIwww.mogimogi.com
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3. Mobile application3. Mobile application
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FlexibleFlexible MIDP 1.0 applicationThe application is interpreting XML flows, allowing the game to be modified with no need for the users to get a new version
The mobile maskThe mobile mask
XML Flows
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Mobile screenshotsMobile screenshots
View on CDMA1x handsetView on CDMA1x handset(KDDI, Sony-Ericsson)(KDDI, Sony-Ericsson)
View on CDMA1x handsetView on CDMA1x handsetQVGA screen (KDDI, CASIO)QVGA screen (KDDI, CASIO)
Other user’savatar / distance / nickname
Other user’savatar / distance / nickname
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Locate other playersLocate other players
Ubiquitous accessUbiquitous access
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FlexibleFlexible MIDP 1.0 applicationThe application is interpreting XML flows, allowing the game to be modified with no need for the users to get a new version
HelpOptions
Logout
Ranking andinformation
Quests
Radar
Mailer
Items trade menu
Game flowGame flow
Collections
17 © Benjamin Joffe - benjamin@akebonobashi.net
The player needs to be close to an object (<400m) to
pick it up
The player selects the item by clicking on it
Back to the radar: picked-up object has disappeared
Closest players and friends are indicated with the distance and
other info
RadarRadar
Remember that a GIS Database is quite different
from a simple map picture…
Remember that a GIS Database is quite different
from a simple map picture…
18 © Benjamin Joffe - benjamin@akebonobashi.net
Item collections status are indicated as pie charts
Items not yet collected are indicated by a “?” as for unknown items in the radar
Trade menu: users can give or trade their items with other players
Combine elementsto create or change at any time your avatar
Items inventoryItems inventory
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Numerous opportunities for interactionNumerous opportunities for interaction Game related
“Let’s trade items”, “Here is a present for you” “Please help me”, “How do you do this?” “Let’s cooperate”
Proximity (Location and/or Time) “We’re close”, “We’re far” are all good introductions
“Where are you” is the No.1 question asked over the phone! “Good morning”, etc.
Messages can be sent from almost any screen in the game (radar, ranking, trade menu, connected users, etc.)
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Advanced features: shops, creatures, etc.Advanced features: shops, creatures, etc.
CurrentCurrent““Virtual Shops”Virtual Shops”
Advanced functions Virtual shops nationwide
Users can enter them for various purposes
Functional objects Camera, etc.
Creatures No fighting Own behavior User can interact with them
Have you seen them ?Have you seen them ?
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4. Field results4. Field results
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Monthly data - One year overviewMonthly data - One year overview
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Jun
-03
Jul-0
3
Au
g-0
3
Se
p-0
3
Oct
-03
No
v-0
3
De
c-0
3
Jan
-04
Fe
b-0
4
Ma
r-0
4
Ap
r-0
4
Ma
y-0
4
Jun
-04
Jul-0
4
Au
g-0
4
0
500
1000
1500
2000
2500
3000
Number of pickups Number of login Number of messages Account creations
EVERY MONTH THERE ARE:
a) Over 40,000 loginsb) Over 70,000 objects picked upc) Over 70.000 messages sent
… with about only 1000 active users!(active user: at least one login in a month)
EVERY MONTH THERE ARE:
a) Over 40,000 loginsb) Over 70,000 objects picked upc) Over 70.000 messages sent
… with about only 1000 active users!(active user: at least one login in a month)
Unfortunately, these messages are not revenue-shared SMS… ;-)
Unfortunately, these messages are not revenue-shared SMS… ;-)
Total DL over 10.000 units without any promotion!Total DL over 10.000 units without any promotion!
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1
10
100
1000
10000
1 10 100 1000 10000
Messages
Pic
kup
sUsers behaviors (July 2004) Users behaviors (July 2004)
OccasionalUsers( 35% )
ExpertUsers( 18% )
Addicts?( 1% )
Pure Hunters( 35% )
Playing a casual game does not mean playing casually (think of Tetris…) Each user has its own preference and balance between item hunting and messaging
Num
ber
of it
ems
colle
cted
Number of messages sent
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Daily data (July 2004 Avg.) Daily data (July 2004 Avg.)
Daily Logins Daily Messages
Daily Items Pickups
Daily Exchanges
Weekly Logins
lunchtime
QUICK FACTS
- Users login all day long, all days- Hunt during daytime between 7:00 am to 18:00 pm- Mail & Trade peak after 8:00 pm
Mogi adapts to Users’ lifestyles
QUICK FACTS
- Users login all day long, all days- Hunt during daytime between 7:00 am to 18:00 pm- Mail & Trade peak after 8:00 pm
Mogi adapts to Users’ lifestyles
night
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Why Mogi is different – from 20 users interviewsWhy Mogi is different – from 20 users interviews Study conducted by Dr C. Licoppe, PhD in Tokyo in July 2004
Former Head of Social Sciences Lab, France Telecom R&D 1997-2003 Professor of Social Sciences at ENST (France’s leading Telecom Univ.)
Design A game not only for gamers No monster killing No avatar killing No in-game money Community “This is almost not a game” (Mr. M., developer)
Usage patterns Many gaming styles (communication, trade, hunt, etc.)
Wide appeal Balanced Male / Female ratio Wide age bracket [10~40 y.o.]
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5. Some ideas on ubiquity5. Some ideas on ubiquity
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Entry Barriers or “Entry Barriers or “Why is not everybody doing it?Why is not everybody doing it?””
Technical- Client Application is the easiest part!- Geo-Server- Multiplayer Platform- Tuning Map Data (GIS Database)- Plus: Synchronizing Web and Mobile
Technical- Client Application is the easiest part!- Geo-Server- Multiplayer Platform- Tuning Map Data (GIS Database)- Plus: Synchronizing Web and Mobile
Financial- Servers (not only download)- National Map data- Support- Client updates
Financial- Servers (not only download)- National Map data- Support- Client updates
Marketing- Getting the Game known in a crowded marketplace (sites ranking, etc.)- Avoid “pake-shi” (excessive data fees)
Marketing- Getting the Game known in a crowded marketplace (sites ranking, etc.)- Avoid “pake-shi” (excessive data fees)
Gameplay- Starting the Game- Keeping Users excited- Protect Privacy- Manage Communication
Gameplay- Starting the Game- Keeping Users excited- Protect Privacy- Manage Communication
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Ubiquity = Same service on all platforms?Ubiquity = Same service on all platforms? Platforms are different
Information display capacities Communication speed Available time of users
Mobile View the environment in a limited radius Display only what is critical Keep things simple Communicate short information
Web Global view Management Lead other players
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Dealing with locationDealing with location Simplicity (according to Edward De Bono)
“Provide what is meaningful”
Standard map Simplified map Optimized map(Gmap)
(Mogi radar)
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Interactions between Web/Mobile users Interactions between Web/Mobile users
See the whole picture
Chat lengthily
Provide guidance to mobile user
See the whole picture
Chat lengthily
Provide guidance to mobile user
Web User: the guideWeb User: the guide
Moves
Act
Chat
Reward the guide with objects or friendship
Moves
Act
Chat
Reward the guide with objects or friendship
Mobile User: the actionMobile User: the action
Interactions web/mobile
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Engineering of encounters Engineering of encounters
Physical proximityPhysical proximity
Between virtuality and face-to-face Overcoming distance
Psychological and physical distance Triggering communication
Physical safety, social acceptability, time sensitivity The notion of presence
Time proximityTime proximity
Physical remotenessPhysical remoteness Time differenceTime difference
Proximity of interestsProximity of interests
Remoteness of interestsRemoteness of interests
Overcoming distance:PhysicalTemporal
Social
Overcoming distance:PhysicalTemporal
Social
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Privacy issues Privacy issues
Name
Address / position
Phone Number
Mobile Email
Name
Address / position
Phone Number
Mobile Email
Name disclosure
Stalking, burglary
Prank calls
Spam mail
Badmouthing
Name disclosure
Stalking, burglary
Prank calls
Spam mail
Badmouthing
UserUser
Unique nicknameCommunications log
Security levels“Blur” function
Removed if string detected
Game internal mailerRemoved if string detectedBlacklist
Unique nicknameCommunications log
Security levels“Blur” function
Removed if string detected
Game internal mailerRemoved if string detectedBlacklist
Mogi’s answersMogi’s answers
Privacy in the engineering of virtual and real encounters
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6. Perspectives6. Perspectives
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Why Mogi did not grow Why Mogi did not grow Too early and too fast
Money Advertisement Partnerships
Network No unlimited data plans at launch Few 3G users (low network speed)
Mogi today Still running in Japan on KDDI’s Java Unclear future as mother company showed limited interest, hope may
come from Qualcomm, KDDI or other operators
But today the environment is ready… Numerous 3G users (over 30 million in Japan and growing
elsewhere) ~18 million with GPS for KDDI ~15 million for NTT DoCoMo
Unlimited data plans going mainstream Users waiting for new contents making use of the mobile’s capacities
in a casual and entertaining way
© Benjamin Joffe - benjamin@akebonobashi.net
Future Future Mogi today
Still running in Japan on KDDI’s Java Unclear future
Mother company For-Side is in a M&A frenzy and showed limited interest in Mogi until now
Hope may come from Qualcomm, KDDI or other operators
What Mogi demonstrated LBS is fun and users love it Privacy, security and communication issues have been solved
successfully Ubiquity does not necessarily mean “the same service on all devices” Huge benefits can be derived by operators
Attract casual users Generate large amounts of communication Educate users (LBS, etc.)
© Benjamin Joffe - benjamin@akebonobashi.net
Some conclusions Some conclusions
Through Mogi, Newt Games explored, bumped into and solved most difficulties associated with positioning and pervasive communities
Mogi is but one implementation of technologies that could be used for a vast array of services
The environment is ready in several countries for such services
© Benjamin Joffe - benjamin@akebonobashi.net
Mogi v2.0 screenshots (under development)Mogi v2.0 screenshots (under development)
View other usersView other users InventoryInventory MessengerMessenger
Users statusUsers status
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Greetings & Contact infoGreetings & Contact info
Benjamin Joffe Tel (Beijing): +86 137 1880 3321 Email: benjamin@akebonobashi.net Skype: benjamin0123
Thanks for your attention!Thanks for your attention!ありがとうございました ありがとうございました !!
Merci beaucoup !Merci beaucoup !감사 합니다 감사 합니다 !!谢谢!谢谢!
Thanks for your attention!Thanks for your attention!ありがとうございました ありがとうございました !!
Merci beaucoup !Merci beaucoup !감사 합니다 감사 합니다 !!谢谢!谢谢!
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