gumi - gamifying engagement, social matters hk 2014

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Gamifying Engagement: Do you have game? Opportunities for consumer engagement through gamification of brands - How does gumi build its social network of loyal fans? - What can brand marketers learn about engagement from gaming? - What opportunities do you see for brand marketers who want to integrate micro-payments and gamification into their consumer marketing? Speaker: Hironao Kunimitsu, Founder & CEO, gumi Inc.

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Page 1: Gumi - Gamifying Engagement, Social Matters HK 2014

Confiden'al © 2014 gumi Inc. All rights reserved.  1  

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Confiden'al © 2014 gumi Inc. All rights reserved.  2

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Confiden'al

1995-­‐1998 Fudan  University

©  2014  gumi  Inc.  All  rights  reserved. 3

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Confiden'al

1998-­‐2000 Backpacking      Shanghai  Beijing  Hong  Kong  Tianjin  Nanjing  Tsingtao  Miami  Vancouver  New  York  Chicago  Houston  La'n  America  

©  2014  gumi  Inc.  All  rights  reserved. 4

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Confiden'al

2000-­‐2004    Los  Angeles  

©  2014  gumi  Inc.  All  rights  reserved. 5

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Confiden'al © 2014 gumi Inc. All rights reserved.  

CEO Hironao Kunimitsu

Company  Name   gumi,  Inc.  

Established   June  13,  2007  

2004      

2007

Company  Director  at  Atmovie  Inc.                          -­‐  Producer  of  TV  Dramas                          -­‐  Started  Ventures  Founder  &  CEO  of  gumi  Inc.

6  

Mr.  Kunimitsu,  one  of  the  most  versa'le  CEOs  who  journeyed  half  the  world  in  his  youth,  is  devoted  to  establishing  gumi's  worldwide  presence.  His  proac've  vision  

has  made  gumi  a  driving  force  in  the  global  mobile  entertainment  industry.  

Founder  &  CEO  Hironao  Kunimitsu

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Confiden'al © 2014 gumi Inc. All rights reserved.  7

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Confiden'al

★ ★

★ ★

gumi  China  Shanghai  73  employees  

gumi  Asia  Singapore,  Indonesia,  Philippines  160  employees  

gumi  Korea  Seoul  77  employees  

gumi Worldwide

© 2014 gumi Inc. All rights reserved.   8  

gumi  Taiwan  Taipei    50  employees   *Sept 2014

★ gumi  America  Aus'n    6  employees  San  Francisco  2  employees  

★ ★ ★

gumi  Sweden  Stockholm  7  employees  

gumi  France  Paris  31  employees  

gumi  Germany  Berlin  5  employees  

gumi  Canada  Vancouver  5  employees  

gumi  Inc.  Tokyo    337  employees  West  Fukuoka  71  employees  

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Confiden'al © 2014 gumi Inc. All rights reserved.  

gumi Group

gumi  implements  global  strategies  through  interna'onal  talents    to  provide  truly  localized  products,  services,  and  marke'ng  for  each  market.  

9  

gumi  Asia  

gumi  France  

gumi  Korea  

gumi  China  

gumi  US  Fenris   gumi  

West  

Headquarters

Joint  Venture  Fuji  Media  HD

Philippines/Indonesia  Branch  

gumi  Taiwan  

gumi  Germany  

gumi  Sweden  

gumi  Canada  

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Confiden'al

A  Japanese  Style  RPG  with  over  200+  characters  to  Fuse,  Evolve  and  Collect,  supported  by  an  ac've  community  of  over  3  Million  registered  users  in  Japan  and  10  million  worldwide.    Created  by                                                        Published  Globally  by        •  Released  in  55  countries  and  in  12  languages  •  Achieved  Top  Grossing  Ranks  #10  on  both  iOS  and  Android  

in  10  countries  

Brave Frontier

10  © 2014 gumi Inc. All rights reserved.  

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Confiden'al 11

世界アプリ売上ランキング

©  2014  gumi  Inc.  All  rights  reserved.

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Australia

United Kingdom of

Great Britain and Northern Ireland

#15

Thailand

#2

Singapore

#1

#6 Malaysia #3

#7

New Zealand

#10 #15

#1

#2

Japan

France

Taiwan

Philippines

#21 Viet Nam

#2

#1

#4

Brave  Frontier  Global  Ranking  Achievements

©  2014  gumi  Inc.  All  rights  reserved.

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Confiden'al © 2014 gumi Inc. All rights reserved.  

Version CountriesAndroid iOS

Ranks Date Ranks DateJapanese Japan 3 2014/06/29   1 2014/08/08

English

USA 6 2014/03/09 6 2014/07/29Canada 3 2014/03/12 5 2014/07/29Singapore 1 2014/02/13 1 2014/02/07Thailand 4 2014/03/12 2 2013/12/24Indonesia 3 2014/02/28 2 2014/02/12Australia 9 2014/03/10 9 2014/08/09UK 15 2014/06/08 16   2014/07/29

Philippines 2 2014/02/10 2 2014/02/18Vietnam 5 2014/03/19 1 2014/07/29

Korean Korea 19 2013/12/20 1 2014/01/28

Traditional  Chinese

Hong  Kong 4 2013/12/29 4 2013/12/29Taiwan 5 2014/01/22 3 2014/01/19

EUFrance 8 2014/08/15 5 2014/08/18Spain 7 2014/08/16 9 2014/08/29

※Highest  Grossing  Ranks  as  of  2014/09/01  on  AppAnnie

Brave Frontier in the World

13  

Highest  Grossing  Ranks  

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ordinary  profit

14

gumi  sales  transition

sales

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0.201     0.270     0.412    0.589     0.740     0.848    

0.869     0.884    1.380    

2.824     3.072    

5.468    

6.584    

7.462    

8.238    

0    

1    

2    

3    

4    

5    

6    

7    

8    

9    

2002   2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013   2014   2015   2016  

$billion

©  2014  gumi  Inc.  All  rights  reserved. 15

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Confiden'al

Domestic Content Market Overview

Software 6 billion

Films 2 billion

TV 33 billion

Console 3 billion

Online 1 billion

Arcade 5 billion

Mobile Online

3 billion

Games $10 billion

Movies $43 billion

Other 2

billion(Incl. Online)

Books 8 billion

Magazine 14 billion

Free Print Media

3 billion

Live 2 billion

Karaoke 5 billion

Software 5 billion

Music $14 billion

Books $53 billion

Other 11 billion

Radio 1 billion

Online 2 billion

Newspapers 17 billion

* Approximate figures from Policy on Overseas Content Distribution, METI, May, 2012

Growing!

©  2014  gumi  Inc.  All  rights  reserved. 16

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Confiden'al Source:GamesBeat  

0  

10000  

20000  

30000  

40000  

50000  

60000  

2010   2011   2012   2013   2014   2015   2016  

2016  50  billion

©  2014  gumi  Inc.  All  rights  reserved. 17

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 20

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Confiden'al

Cinema TV

©  2014  gumi  Inc.  All  rights  reserved. 24

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Confiden'al

Console  game Smartphone  game

©  2014  gumi  Inc.  All  rights  reserved. 25

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 30

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 31

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 32

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 33

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 34

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 35

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 36

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Confiden'al

45,800   46,100  44,300   42,600   41,240  

39,140   38,010   37,590   35,870  33,130  

30,220  

0  

5,000  

10,000  

15,000  

20,000  

25,000  

30,000  

35,000  

40,000  

45,000  

50,000  

2003   2004   2005   2006   2007   2008   2009   2010   2011   2012   2013  

©  2014  gumi  Inc.  All  rights  reserved. 37

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 38

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 39

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 40

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 41

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 42

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 43

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 44

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 45

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Confiden'al

Paying  Users  

Non-­‐Paying  Users  

©  2014  gumi  Inc.  All  rights  reserved. 46

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 47

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 49

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 50

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 51

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 52

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 54

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possible

©  2014  gumi  Inc.  All  rights  reserved. 57

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Confiden'al ©  2014  gumi  Inc.  All  rights  reserved. 58

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