Introduction

 DeNA: founded in 1999, started as an e-commerce website.

 Launched “Mobage” (mobile gaming platform) in 2006 that went on to become the
most popular gaming platform in Japan.
 DeNA has a strong market position in developing & operating mobile and online
services such as games, e-commerce, automotive, healthcare etc.
 Sales revenue of over ¥140 billion (mobile gaming contributes to 70% of the
revenue)
 Othellonia: The strategy board game launched by DeNA to leverage the popularity of
the game Othello in Japan. It has 200,000 daily active users. It has seen a modest but
steady growth for two years but now the retention rate is at the lowest since the
launch of the game.

Revenue Model
DeNA’s sales revenue: ¥140 billion. 70% of which comes from mobile gaming and rest 30%
comes from various online services and e-commerce website.
DeNA has two main sources of revenue:

1) Partnership: DeNA partners with other companies to launch “themed” games. Also,
many companies partnered with DeNA to help launch their games to mobiles
platforms:
 DeNA partnered with Nintendo to develop & release 5 games based on
“Mario Bros”.
 Partnered with Final Fantasy to launch their video game on mobiles.
 Partnered with The Pokémon company to release a video game app for
Android and iOS platforms on mobile.

2) Original Titles: DeNA internally developed and marketed video games. If the original
titles became a hit, they could make toys, movies etc. out of it and may receive
revenue for a longer period of time.
Original Title: Othellonia

 Othellonia was designed by DeNA as a free to download and play game. The
revenues were generated from in-app purchases in the form of loot boxes.
 A new user starts playing the game with only a few characters, the users have
the option to increase the characters by purchasing the loot boxes. A better
collection of characters helped the users to be more strategic in the game.
 If the users did not want the character that was obtained in the loot box, they
could re-purchase the loot box again. The strike price of loot box was ¥400.