puzzle square
Post on 13-Sep-2014
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TRANSCRIPT
PUZZLE SQUARE
RPG Puzzle Battle
INDEX
1. Case Study (Puzzle & Dragons)
2. Puzzle Square
1. Case Study
2014 PLAYTOGAMES
Game summary
Simple action puzzle + Social RPG
Collect & grow up monsters.
Top Grossing in recent 2 years (12.04.09 – 14.01.10, Japan)
• 500,000 Downloads in 53days after launch
• Top revenue during 8weeks
• Individual, no social networks like Mobage, Gree, Line.
Appstore status
Key point
4
5 Stars4 Stars3 Stars2 Stars1 Stars
21,284
Average rating for all versions
1
1-1. Puzzle & Dragon Case Study
2014 PLAYTOGAMES
探検ドリランド マジモン Puzzle & Dragon
Feb, 2012
Rank history
No. 1 in 4days after launch
Unlikely with other games, stable No. 1
Top 4 until now! (Jan, 2014)
Other games are still up & down
Usual tendency of Social RPG games Puzzle & Dragon
Launch
Oct, 2012
1-2. Different life cycle Case Study
2014 PLAYTOGAMES
Select dungeon and friend Start puzzle battle Arrange monsters
REPEAT
• Manage monsters
• Arrange battle line follow dungeon style
• Power up and evolution of monsters
• Spend stamina to enter the dungeons
• Normal dungeons + Special dungeons
• Normal dungeons follow main story line,
Special dungeons are temporary events
• With one main monster of selected friend
• Battle buy simple puzzle
• Color (Attributes) and Combo system
• Need strategic mind to play
• Rewards after dungeon clear
1-3. Game play cycle Case Study
2014 PLAYTOGAMES
Puzzle & Dragons Strength of
Battle System
Usual Social RPG
TOUCH
Puzzle & Dragon
Boring battle system
-> Dynamic puzzle battle
= New style Social RPG
User play battles by puzzle Touch ->Result
No battle view
Intuitive UI
Promotion & Events
Puzzle & Dragon
Too many scrolls! Everything happen in a one screen
Ex) “Monster for level up” appear in random time, users connect
regularly to get this monster to boost his monster’s power up.
Usual Social RPG
1-4. Strength Case Study
2014 PLAYTOGAMES
2/20 Launch
2/27 Update
3/7 Update
3/22 Update
4/16 Update
Accident server maintenance
3/16 – 3/23
• Knight festival event
• Friendship gotcha event
3/29 – 4/6
• 400k downloads event
4/13 – 4/22
• 500k downloads event
Daily special dungeon (Mon, Tue, Wed… dungeons), Sudden events in any time, Gotcha events, etc.
Promotion everyday
4/23 Update MAJOR
Revenue
Downloads
1-5. Live service & Events Case Study
2014 PLAYTOGAMES
In App purchase
Cash Magic Stone
Game Continue Want continue game after lose 1 Box extension Want keep more monsters 1
Recover Stamina Want enter the dungeon without waiting 1
5 + Rare Gotcha Want powerful monsters
Magic
Stone
Magic
Stone
Magic
Stone
Magic
Stone
Free magic stone ->
Lead users to spend magic stone Focus on really necessary items
Get Magic Stone
Game system
Event & Rewards
Get
Magic Stone
Normal Dungeon
Special Dungeon
Use paid items
Repeat cycle, make users get into the habit to use paid items
In app purchase
.
.
.
攻撃薬箱(大)
銘菓(大)
守備薬箱(大)
攻撃薬箱(大)
回復薬
利休の茶器
槍「日本号」
名刀「一期一振」
鎧「黒漆塗五枚胴具足」
頭巾「伊賀頭巾」
.
.
.
Stamina
Box extension
Game continue
List of paid items
of other games Puzzle & Dragon, Only 3
VS
1-6. Monetization model Case Study
2014 PLAYTOGAMES
Puzzle & Dragons
Good Bad
Monster Collection
Intuitive UI
Promotion & Events
Monetization Model
Boring single play
No social functions
Focus on Japanese market
Unstable operating
RPG Puzzle Battle
Puzzle Square Make up for bad
• Add more story line
• Multi play PvP
• Operating servers on cloud system
• Add more social functions
Adopt good
• High quality illustration
• Intuitive UI design
• Flexible live service
• Simple and focused In app paid items
1-7. What we will do? Case Study
2. Puzzle Square
2014 PLAYTOGAMES
Game summary
• Collect hero characters
• Play puzzle battle and reword stronger characters.
• PVP battle with friends or anybody
Feature
• Dynamic puzzle stage design
• Numerous characters and pyramid structured scarcity
motivate players to collect characters
• Global qualified localization team
• Seamless in app purchase cycle
Social RPG + Puzzle / App: 40M, Download: 80M / Feb. 2014 / In-App-Purchase
Launching date Price Size Genre
2-1. Intro. Puzzle Square
2014 PLAYTOGAMES
Reword from battle win RPG Story Quest & Mission Battle
Typical RPG style
Story Line
Story related
Mission(Quest)
To clear missions
Puzzle Battle
For next battle
Hero Collection
2-2. Game Overview Puzzle Square
2014 PLAYTOGAMES
Hand drawing Attacking power calculate from
number of serial colors Organize team to battle
Character attacks opponents follow
the puzzle result
Look and play,
Easy and intuitive puzzle
Character's unique attack action activate
Puzzle + Action battle system
Puzzle Square 2-3. Battle Overview
2014 PLAYTOGAMES
Select and hold block until maximum combo you maid
Connect
Connect and make shape to remove
Remove shapes
COMBO
Combo activate from 2shapes in a row
Combo gage Charge combo gage to use items
Use item
Full combo gage activate item, various effect of items.
1
2
3
4
5
2-4. Puzzle Overview Puzzle Square
2014 PLAYTOGAMES
Rare
Common
Super Rare
Uncommon
Hero Level
Ultra Super Rare
Normal
Expert
Master
7 labels evolution
Evolution Level
2-5. Character Overview Puzzle Square
2014 PLAYTOGAMES
Normal
Level UP
Level UP
Max Level Max Level
• How to Level UP: Gather EXP after every mission complete
• Level UP Effect: Increase HP, Attack, Defense, Skill level (Random)
• Evolution activation: When character reach maximum level
• Evolution effect: New skill set, Increase HP, Attack, Defense, Skill level (Random)
Expert Master
2-6. Hero System Puzzle Square
2014 PLAYTOGAMES
2-7. Character Design
2014 PLAYTOGAMES
2-8. Character Design
2014 PLAYTOGAMES
2-9. Character Design
2014 PLAYTOGAMES
Ranking Match
Friend Match
Random match with someone online
Match with online friend
Battle Start Reward Puzzle battle same as PVE Game money + Ranking point
Battle UI
• Strategic team organize follow opponent team
• 3 Character battle unlikely PVE
• Rank up events
• PVP only items available
• Global and Friend ranking updating in real time
Features
Opponent’s Hero Player’s Hero
PVP Flow
2-10. PvP System
2014 PLAYTOGAMES
Select 1 Assistant Friends before battle
LV. 72
FRIEND A LEVEL: 34
FRIENDLY: 67 Reward 10 GOLD
LV. 33
FRIEND B LEVEL : 72
FRIENDLY : 100 Reward 20 GOLD 20
GOLD
GOLD Gotcha
Spend 200
Get character
Reward as much as friendly points.
Assistant Friends
Special Skill
Spend 200
Assist game play
Gold Reward: Share rewarded gold with assistant friend
Friend A
Activate assist in the battle Assist action & Effect
Friend B Friend C
2-11. Social System
2014 PLAYTOGAMES
Share PVP result
Share hero gotcha
Invitation
Earn Social Points
Share & Get reward Invite & Get reward
Game ID creation UI
ID
PASSWORD
REFERENCE ID
BACK OK
Event Bonus to
recommender
More recommend = Reward Rarer characters
D CLASS # of recommand
Character A ★★ 1
Character B ★★★ 3
Character C ★★★ 5
Character D ★★★★ 10
Character E ★★★★ 30
Character F ★★★★★ 50
2-12. Social System
2014 PLAYTOGAMES
Step 2 : Price Strategy More expensive package = More promotion
Step 3 : Purchase Cycle Generate user demands of additional purchase
Step 1 : Choose and Focus Minimize paid items
Strategy
Goods Gotcha + Items Most popular in game store model
Unit Crystal (In game virtual currency) Purchase crystal items, exchange with gold
Purchase items
Exchange gold
2-13. Monetize System
2014 PLAYTOGAMES
Good
Minimum items
Stamina recovery
Extend character box
Game continue
Too many segmented items
We are…
No.1 Puzzle & Dragon
Bad
As much as possible items (?) Considering less, Purchase quick
Energy Recovery 10%
Energy Recovery 30%
Energy Recovery 50%
Energy Recovery 100%
Battle Point 10%
Battle Point 30%
Battle Point 50%
Battle Point 100%
No.2 Million Arthur
Crystals + Must have items
YOU LOSE,
Spend 1 crystal to continue this game,
do you want continue?
Yes No
Direct purchase in game play
• 4 paid items
• 4 paid items
“1Cash = Energy full recovery”
“5Cash = Rare gotcha”
SIMPLE ITEMSHOP
2-14. In-app purchase
2014 PLAYTOGAMES
Price Crystal
(Cash) Bonus Purpose
Rare
gotcha Satisfaction Strategy
0.99 1 None Bate 0 Low Can buy consumable items, not so attractive
4.99 6 120% Activate 1 Normal Price for one time rare gotcha (Most sales)
9.99 15 150% Target 3 High Our target price, can buy triple more than 4.99
14.99 19 135% Bate 3 Normal Bate price, 9.99 or 23.99 direct (Low bonus)
23.99 31 129% + 2 Low level items Target 6 Normal
Lower bonus but include rare items
For premium customers
35.99 50 138% + 2 Mid level items Target 10 High
44.99 65 144% + 5 Mid level items Target 13 Super
63.99 95 148% + 1 High level item Target 19 Super
2-15. Pricing Policy
2014 PLAYTOGAMES
Apr. 2013 Oct. 2013 Jan. 2014 Feb. 2014
Launch
Online Battle System
Major Update
Game Dev. Dev.
Plan
QA &
Close Beta 1st Update
Publish
RPG & Puzzle
Battle System
Android
App
Release
Collaboratio
n
Update
Release
Feb.
iOS App
Release
Features Time
QA Version 200 characters, Puzzle and main game system Sep. 2013
OPEN Test Consumable items, 20 more characters Oct. 2013
OPEN Story % Mission, PvP, Ranking system Jan. 2014
1st Update Special dungeon, 20 more characters, New battle mode. iOS launch Feb. 2014
2nd Update More stories, 4 square PvP, 20 more characters Mar. 2014
Brief dev. plan
2-16. Development Schedule
