1. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. Blood Brothers Matters How a Japanese Mobile RPG Made it Big Outside Japan 21 st May, 2013 DeNA Singapore Managing Director Tetsuya Mori

2. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 2 Blood Brothers Matters to the World No.1 in 33 Countries* * GooglePlay

3. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 3 Blood Brothers Matters to Japan A win without a Japan leverage Super Mario Final Fantasy Rage of Bahamut Blood Brothers Win! Hardware Push No hardware leverage No hardware leverage No regional leverage Win!

4. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 4 ● Revenue keeps increasing! ● ARPU keeps climbing! ● Why? Wow! Blood Brothers Matters to Developers Because it makes good money

5. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 5 Blood Brothers Matters to Developers Events make a difference ● Games inside a Game ● Different game play ● Special set up ● Limited rare items ● Limited time offering ● Multiple times a month ● Unique event each time ● Competitive and cooperative ● Feeling of growth & power ● Active user group management

6. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 6 You ’ re kidding… Blood Brothers Matters to Developers Double ARPU during events

7. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 7 Raid BossesSpecial DungeonsPVP Events Blood Brothers Matters to Developers Prepare several different events

8. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 8 1. Leaderboards 2. Separation into groups 3. Incentivizing effort 4. One day, one match 5. Rewarding effort Blood Brothers Matters to Developers Key Event Design Points Make the player’s goal clear and attractive

9. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 9 Blood Brothers Matters to Developers Structuring and Managing Leaderboards Why bother? Why worry up here? Just a little further! Into smaller groups

10. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 10 Blood Brothers Matters to Developers Giving smart incentives More points for successive wins. Double points while the crowd cheers. 1Pt2Pt3Pt 2X

11. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 11 Blood Brothers Matters to Developers Don’t get players tired or bored A week-long match against the same opponent is too long One day One match 3-4 different events a month

12. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 12 Blood Brothers Matters to Developers Give rewards with leverages Boost! +1% to +40% Increasingly fewer promotions as you go up Not that easy to stay at the top! Higher Rank = Bigger Stat Boost

13. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 13 Blood Brothers Matters to Developers It is a service! Game concept Game design Visual presentation Audio presentation Monetization architecture Continuous event operations Dynamic user management Analytics driven game-balancing KPI based game life management Art Science Actively Managed Games-As-A-Service

14. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. 14 DeNA HQ Studio DeNA Singapore DeNA Hanoi Actively Managed Games-As-A-Service Core competence transfer through participative development and game operations and more… Blood Brothers Matters to South East Asia DeNA transfers its core competence

15. Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved. Come and join DeNA as players, developers, and employees! 15