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Puzzle & Dragons’ small but enthusiastic North American fan base

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Via Gamebiz.jp, there’s news that the North American version of Gungho Online Entertainment’s hit mobile game Puzzle & Dragons has surpassed 4 million downloads. This isn’t an especially impressive figure, but as someone who has played the English version since it’s release [1], I’m continually surprised by the amount of fan engagement that I see on the game’s English Facebook page, in chat forums, and over on Reddit. Check it out and see for yourself. Puzzle & Dragons may only have a few million English-speaking fans. But they’re pretty hard core. In its home market of Japan, P&D has over 26 million users. I confess, I’m such a fan of the game that I have English and Japanese versions of the game running on my mobile.  ↩

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Puzzle & Dragon booth at Tokyo Game Show 2013

Via Gamebiz.jp, there’s news that the North American version of Gungho Online Entertainment’s hit mobile game Puzzle & Dragons has surpassed 4 million downloads.

This isn’t an especially impressive figure, but as someone who has played the English version since it’s release [1], I’m continually surprised by the amount of fan engagement that I see on the game’s English Facebook page, in chat forums, and over on Reddit. Check it out and see for yourself. Puzzle & Dragons may only have a few million English-speaking fans. But they’re pretty hard core.

In its home market of Japan, P&D has over 26 million users.


  1. I confess, I’m such a fan of the game that I have English and Japanese versions of the game running on my mobile.  ↩

Hit mobile game Puzzle & Dragons invades Japanese arcades

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Japanese hit mobile game Puzzle & Dragons has been released as an coin-operated arcade game, thanks to a collaboration between GungHo Online Entertainment and Square Enix. It’s called Puzzle & Dragons Battle Tournament, and it lets players take on their peers in real time. One of the most appealing aspects of the mobile version of Puzzle & Dragons is the ability to build and collect a team over time. So I was skeptical of an arcade version of P&D. But as VS Media points out, players in Japan can use an IC card to save their data, and pick up where they left off later. There are a number of promo movies over on the game’s official padbt.com site. But the video below from YouTube user Frank Moers gives perhaps the best overview of the actual gameplay. So I encourage you to give it a look. Gameplay costs 100 yen, or about a dollar. A list of locations where you can play can be found here.

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Japanese hit mobile game Puzzle & Dragons has been released as an coin-operated arcade game, thanks to a collaboration between GungHo Online Entertainment and Square Enix. It’s called Puzzle & Dragons Battle Tournament, and it lets players take on their peers in real time.

One of the most appealing aspects of the mobile version of Puzzle & Dragons is the ability to build and collect a team over time. So I was skeptical of an arcade version of P&D. But as VS Media points out, players in Japan can use an IC card to save their data, and pick up where they left off later.

There are a number of promo movies over on the game’s official padbt.com site. But the video below from YouTube user Frank Moers gives perhaps the best overview of the actual gameplay. So I encourage you to give it a look.

Gameplay costs 100 yen, or about a dollar. A list of locations where you can play can be found here.

Puzzle & Dragons retains steady growth pace as it moves to markets abroad

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Checking back in on our Puzzle & Dragons expansion watch, GungHo Online Entertainment’s hit mobile game surpassed 26 million downloads as of March 23, maintaining it’s steady pace of growth (see chart below). Of course as it’s Japanese user base saturates, overseas markets will become more important. The company has recently reached the following milestones in overseas markets, according to Gamebiz.jp: March 7th – reached 3 million downloads in North America March 11 – reached 1 million downloads in Hong Kong and Taiwan March 15 – reached 2 million downloads in Korea The US and Europe will be key markets moving forward, so we’ll keep an eye on GungHo’s efforts there. China could be interesting too after the company tests the waters in Taiwan and Hong Kong.

Checking back in on our Puzzle & Dragons expansion watch, GungHo Online Entertainment’s hit mobile game surpassed 26 million downloads as of March 23, maintaining it’s steady pace of growth (see chart below). Of course as it’s Japanese user base saturates, overseas markets will become more important. The company has recently reached the following milestones in overseas markets, according to Gamebiz.jp:

  • March 7th – reached 3 million downloads in North America
  • March 11 – reached 1 million downloads in Hong Kong and Taiwan
  • March 15 – reached 2 million downloads in Korea

The US and Europe will be key markets moving forward, so we’ll keep an eye on GungHo’s efforts there. China could be interesting too after the company tests the waters in Taiwan and Hong Kong.

puzzle-dragons-26-million

Puzzle & Dragons x Evangelion collaboration finally goes global

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The Puzzle & Dragons X Evangelion collaboration that began in Japan back on February 24 has now extended to global versions of the hit mobile game, including the US. It will likely be a smart tie-up for GungHo Online Entertainment, since the intricate artwork that helped make Puzzle & Dragons such a big hit at home will certainly be appreciated by anime fans abroad. You can read more about the collaboration on the P&D Facebook page.

puzzle-dragons-evangelion

The Puzzle & Dragons X Evangelion collaboration that began in Japan back on February 24 has now extended to global versions of the hit mobile game, including the US.

It will likely be a smart tie-up for GungHo Online Entertainment, since the intricate artwork that helped make Puzzle & Dragons such a big hit at home will certainly be appreciated by anime fans abroad.

You can read more about the collaboration on the P&D Facebook page.

puzzle-dragons-evangelion-2

Filmmaker Freddie Wong gets lost in Puzzle & Dragons

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Filmmaker and famous YouTuber Freddie Wong has just released a fun short film over on his RocketJump channel called Cave Quest. The video puts him in the role of a cave explorer, who encounters one of the baddies from GungHo Online Entertainment’s Puzzle and Dragons along the way. Interestingly it’s shot at Bronson Caves, a location used for the old 1950s Adam West Batman series. This looks to be part of a GungHo promotional effort for Puzzle & Dragons, and given that Freddie has nearly seven million subscribers on that particular channel, it’s a smart tie-up for GungHo with over 160,000 views in just a day [1]. Check out the clip below, or the accompanying behind-the-scenes video. Puzzle & Dragons recently surpassed 3 million downloads in the North American market, and GungHo no doubt wants to grow that number further through efforts such as this one. ) Freddie thanks GungHo “for making the video possible.”  ↩

Filmmaker and famous YouTuber Freddie Wong has just released a fun short film over on his RocketJump channel called Cave Quest. The video puts him in the role of a cave explorer, who encounters one of the baddies from GungHo Online Entertainment’s Puzzle and Dragons along the way. Interestingly it’s shot at Bronson Caves, a location used for the old 1950s Adam West Batman series.

This looks to be part of a GungHo promotional effort for Puzzle & Dragons, and given that Freddie has nearly seven million subscribers on that particular channel, it’s a smart tie-up for GungHo with over 160,000 views in just a day [1]. Check out the clip below, or the accompanying behind-the-scenes video.

Puzzle & Dragons recently surpassed 3 million downloads in the North American market, and GungHo no doubt wants to grow that number further through efforts such as this one.

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  1. Freddie thanks GungHo “for making the video possible.”  ↩

Puzzle & Dragons reaches 25 million downloads

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GungHo Online Entertainment has announced that its hit game Puzzle & Dragons has surpassed 25 million downloads. This comes just shortly after the two year anniversary of its initial launch. The game needed 29 days to acquire its most recent million, which is pretty consistent with its performance over the last six months or so. [Via Gamebiz]

puzzle-dragons

GungHo Online Entertainment has announced that its hit game Puzzle & Dragons has surpassed 25 million downloads. This comes just shortly after the two year anniversary of its initial launch. The game needed 29 days to acquire its most recent million, which is pretty consistent with its performance over the last six months or so.

[Via Gamebiz]

Why Japan’s top money-making games don’t forget you on Valentine’s Day

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It’s a very snowy Valentine’s Day here in Tokyo today, and I expect many of us will be spending the evening indoors with our significant others. If you find yourself alone this evening, however, don’t despair – because your favorite mobile games probably have something special in store for you. It’s not unusual for game and app developers to hold special Valentine’s Day campaigns. In fact it’s pretty common these days. But some of the most successful campaigns are the ones that prompt you to give some love back. And by love, I obviously mean money. Two of Japan’s most successful video game publishers both have interesting Valentine’s campaigns currently ongoing, and I’d like to take a quick look at them right now. Let’s start with GungHo Online Entertainment, whose ‘Hearts-a-flutter’ event in Puzzle & Dragons (promo pictured above) began on February 12 and will go on until February 19th. GungHo will be rewarding players with a number of goodies, including: a free magic stone on February 12th–13th, 18th–19th a free Tamadra every day from February 14th–17th (used to awaken new skills in your collected monsters) [1] What’s smart about this kind of campaign is that it sucks you deeper…

puzzle-dragons-valentines

It’s a very snowy Valentine’s Day here in Tokyo today, and I expect many of us will be spending the evening indoors with our significant others. If you find yourself alone this evening, however, don’t despair – because your favorite mobile games probably have something special in store for you.

It’s not unusual for game and app developers to hold special Valentine’s Day campaigns. In fact it’s pretty common these days. But some of the most successful campaigns are the ones that prompt you to give some love back. And by love, I obviously mean money.

Two of Japan’s most successful video game publishers both have interesting Valentine’s campaigns currently ongoing, and I’d like to take a quick look at them right now. Let’s start with GungHo Online Entertainment, whose ‘Hearts-a-flutter’ event in Puzzle & Dragons (promo pictured above) began on February 12 and will go on until February 19th. GungHo will be rewarding players with a number of goodies, including:

  • a free magic stone on February 12th–13th, 18th–19th
  • a free Tamadra every day from February 14th–17th (used to awaken new skills in your collected monsters) [1]

What’s smart about this kind of campaign is that it sucks you deeper into the game. You have a chance to level up your existing monsters, and with the free stones you’ll be closer a chance to try the Rare Egg machine (requires five stones), which you normally have to pay for. And maybe it’s no coincidence that GungHo is giving out four magic stones, expecting that users might be willing to pay the extra 100 yen (or $1) for the fifth one, so they can try the Rare Egg machine [2].

GungHo regularly holds holiday campaigns like these for Puzzle & Dragons, most recently with a New Year’s campaign that yielded great results in North America in particular.

valentines-line

Another Japanese company, Line Corporation, is holding a Valentine’s Day promotion in many of its casual games. The company’s ‘Love is Priceless’ event is featured in three games — Line Pop, Line Pokopang, and Line Bubble — running from February 13th until February 15.

For a span of 62 hours, players will have access to free in-game items which usually require payment to use. So much like GungHo’s tactic, Line is hoping to bring you into the item-purchase process, giving you a taste of fun gameplay that they hope you will pay for later on after the event concludes. Both Line and GungHo have been active promoting these and other holiday events on their respective Facebook pages, realizing that its a necessary part of connecting with with global fans.

Like holiday sales in retail stores, such promotions are always a popular way to connect with customers, and they certainly appear to be working for both GungHo and Line. The two companies were among the top app publishers in sales in 2013, with GungHo ranking number one, and Line not too far behind at number six.

As in app purchases become more and more important to app revenue, game publishers in particular should take note of these holiday tactics and capitalize on such opportunities whenever they can.

So what’s your favorite Valentine’s Day game promotion this year? Do feel free to let us know!


  1. Note that I’m playing the North American version of the game, and the promotion may differ in other regions.  ↩

  2. There are other ways to get magic stones in the game, but they do require some time.  ↩

How Puzzle & Dragons connects with Japan’s commuters

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People often look at GungHo Online Entertainment’s hit game Puzzle & Dragons and wonder why it’s such a strong mobile title. I’ve already written much about exactly why I like it personally, but there are some other reasons that I think have really contributed to its success here in Japan. I started thinking about this recently when I saw someone complaining about Dungeon Keeper on Twitter, and how it kicks you out of the game when you lose a connection [1]. Lots of games require persistent connections, and that’s certainly fine provided your day doesn’t take you through a maze of underground subway tunnels like many of us who live in urban centers such as Tokyo. But it really got me thinking about Puzzle & Dragons, and how and where I have been playing it over the past year or so. What’s remarkable about the game is not just that it doesn’t require a persistent connection, but that it only really requires a sporadic connection. During my own subway commute here in Tokyo, there are certain blind spots on my route where I usually can’t get a network connection. And because I’ve traveled that route so often, I can usually…

tokyo-game-show-201303

People often look at GungHo Online Entertainment’s hit game Puzzle & Dragons and wonder why it’s such a strong mobile title. I’ve already written much about exactly why I like it personally, but there are some other reasons that I think have really contributed to its success here in Japan.

I started thinking about this recently when I saw someone complaining about Dungeon Keeper on Twitter, and how it kicks you out of the game when you lose a connection [1]. Lots of games require persistent connections, and that’s certainly fine provided your day doesn’t take you through a maze of underground subway tunnels like many of us who live in urban centers such as Tokyo.

But it really got me thinking about Puzzle & Dragons, and how and where I have been playing it over the past year or so. What’s remarkable about the game is not just that it doesn’t require a persistent connection, but that it only really requires a sporadic connection.

During my own subway commute here in Tokyo, there are certain blind spots on my route where I usually can’t get a network connection. And because I’ve traveled that route so often, I can usually anticipate when I’ll lose my connection and when I’ll get it back [2]. P&D will always handle these drops like a champ. The actual dungeons (or rounds/levels) don’t need a connection at connection at all. So if you suddenly go offline, you won’t even realize it until you finish the level and the data tries to sync. So in reality, the game only really needs a connection during times when it phones home to sync data, such as:

  • The initial start screen
  • Entering or exiting a dungeon
  • Powering up or evolving a monster

If you happen to run into network issues during those times, you’ll typically see a ‘Connecting’ message, followed by either a ‘retry’ option or an error message (see below).

puzzle-dragons-connection

So very often I’ll find myself beginning a dungeon before going through a long underground stretch that has no signal, just so that I have something to do during that blacked out period. You’ve no doubt done something similar at some point, perhaps downloading all your podcasts or syncing an RSS reader before a flight.

The end result for P&D is a pretty frustration-free gaming experience, far removed from the likes of Dungeon Keeper mentioned above. And of course, a game that does not need a persistent connection is not unique to by any means, but I think the lesson to be learned here is that you want to make a game that’s a mainstream hit in the Japan market (or for a similar urban population with developed public transport), you need to make sure it doesn’t frustrate users when they suddenly lose a connection.

Thumbs up, but no more than necessary

I probably don’t need to point out that in addition to handling sporadic connections really well, P&D is a really easy game to play with one hand – again, a great advantage for Japan’s legions of train commuters who stand hanging one-armed from a strap during rush hours. You only really need your thumb to play, and since all the puzzle movement is in the lower half of the screen, you never find yourself reaching uncomfortably to the top half during gameplay (see lower left). No fingers necessary!

When Apple rolled out Control Center with iOS 7, it did lead to some unexpected problems for P&D players however (and probably many other games too). If you’ve played the game for any length of time, you’ll notice that sometimes when you try to bring an orb up from the very bottom row, you will sometimes inadvertently launch Command Center. It’s a huge annoyance (see lower right), and as much as I love the convenience of Command Center, I’m sure the folks at GungHo we’re not too pleased when it came out.

But overall, Puzzle & Dragons is still a pretty amazing little mobile game, one that I regularly see people playing during their commute – provided that I don’t have my head down playing it myself.

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Command Center sometimes gets in the way :(

  1. I have not confirmed whether the game actually does this or not, but given that it came from Richard Gaywood, a super smart dude from TUAW (where I once briefly blogged), I’m taking this as a certainty.  ↩

  2. Usually my network ‘blind spot’ is between Omotesando and Futakotamagawa. Coverage has improved much over the years, thankfully. I should also point out that this is also a great game if you’re annoyed by the tunnels on the bullet train!  ↩

Game of Dragons: How Japan’s GungHo is quietly winning in North America

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I experimented with a lot of mobile games in 2013. But the one that I kept coming back to again and again was GungHo Online Entertainment’s hit title Puzzle & Dragons. The game is most popular is its home market of Japan, where it has seen 23 million downloads to date. But like many Japanese online services, the domestic market is near saturation for P&D, and GungHo has been making efforts push the game abroad. The North American version – the version that I play – doesn’t look like it has had the same success, with only 2 million downloads as of November. But it’s slowly making progress, especially in terms of revenue, and I’d like to take a look at how exactly it’s doing that. Most recently P&D saw a holiday boost in revenue, largely thanks to two smart promotions: 48-hour Godfest – This New Year’s promotion gave players a 3x chance of getting rare and powerful cards, including the game’s coveted god-type cards, using the game’s Rare Egg Machine (a sort of in-game lottery where you can earn rare monster cards). To use the machine, you either need to have accumulated five magic stones (P&D’s in-game currency) or…

Puzzle & Dragons exhibit, Tokyo Game Show
Puzzle & Dragons exhibit, Tokyo Game Show 2013

I experimented with a lot of mobile games in 2013. But the one that I kept coming back to again and again was GungHo Online Entertainment’s hit title Puzzle & Dragons. The game is most popular is its home market of Japan, where it has seen 23 million downloads to date. But like many Japanese online services, the domestic market is near saturation for P&D, and GungHo has been making efforts push the game abroad. The North American version – the version that I play – doesn’t look like it has had the same success, with only 2 million downloads as of November.

But it’s slowly making progress, especially in terms of revenue, and I’d like to take a look at how exactly it’s doing that.

Most recently P&D saw a holiday boost in revenue, largely thanks to two smart promotions:

  1. 48-hour Godfest – This New Year’s promotion gave players a 3x chance of getting rare and powerful cards, including the game’s coveted god-type cards, using the game’s Rare Egg Machine (a sort of in-game lottery where you can earn rare monster cards). To use the machine, you either need to have accumulated five magic stones (P&D’s in-game currency) or buy stones with actual money. As you can see in the App Annie chart below, the game’s revenue shot up over New Year’s, in both the US and Canada, thanks to this enticing promotion.
  2. Rare Egg Machine was adjusted/renewed – This recent adjustment decreases the chances of a three-star card and increases your chance of a four-star card. This took place on December 10, and the effects of the adjustment are pretty clear as you can see below, for both the US and Canada (note that I’ve varied the scale for clarity).
Puzzle & Dragons, US market, grossing rank
Puzzle & Dragons, US market, grossing rank, Dec 29 – Jan 13
Puzzle & Dragons, Canada market, grossing rank, Dec 29 - Jan 13
Puzzle & Dragons, Canada market, grossing rank, Dec 29 – Jan 13

On a bit of a sidenote, it always really surprises me to see how active English-speaking fans on the game’s Facebook page, as well as on forums and discussion pages dedicated to the game. That’s not a very tangible measurement of the game’s success, of course, but for me it has always been a good indication that the game, which is very Japanese in both concept and design, has not been lost in translation.

In addition to activities like the ones we saw during the holidays, a number of cross-brand collaborations have helped P&D over the past year as well, most notably the Clash of Clans promotion that it held with Finnish gaming powerhouse Supercell.

But if we look at the game’s progress over the past year in terms of revenue alone (see below), then it’s easy to see what a productive year this has been for GungHo.

Let’s see what 2014 holds for the company.

Puzzle & Dragons, US market, grossing rank over 2013
Puzzle & Dragons, US market, grossing rank over 2013

As Angry Birds x Puzzle & Dragons collab goes live, will Japan warm to Rovio?

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We previously told you that Japanese gaming giant GungHo Online Entertainment would be working with Rovio’s iconic Angry Birds on a Puzzle & Dragons collaboration. The results of that collaboration just went live in the P&D app today, as a special in game event showcasing a special ‘Piggy Island’ dungeon. As you can see in our video above, the special level includes most of the same Angry Birds characters that many of us know so well. For me, the most interesting part of how this was presented was that the Angry Birds theme music is featured in the collaboration. It was a pleasant surprise [1]. Of course it’s Rovio’s hope that by featuring their feathered friends inside Japan’s most popular mobile game, that they can get a little more exposure to the lucrative Japanese mobile games market. So far it looks to be working, and as I write this Angry Birds is ranked 69th overall in the Japanese iOS app store. It was ranked 432nd the same time yesterday (see picture below)[2]. Typically these collaborations result in a rather temporary spike in this way. But for Rovio, I expect they’ll be quite happy to find another channel through which to…

We previously told you that Japanese gaming giant GungHo Online Entertainment would be working with Rovio’s iconic Angry Birds on a Puzzle & Dragons collaboration. The results of that collaboration just went live in the P&D app today, as a special in game event showcasing a special ‘Piggy Island’ dungeon.

As you can see in our video above, the special level includes most of the same Angry Birds characters that many of us know so well. For me, the most interesting part of how this was presented was that the Angry Birds theme music is featured in the collaboration. It was a pleasant surprise [1].

Of course it’s Rovio’s hope that by featuring their feathered friends inside Japan’s most popular mobile game, that they can get a little more exposure to the lucrative Japanese mobile games market. So far it looks to be working, and as I write this Angry Birds is ranked 69th overall in the Japanese iOS app store. It was ranked 432nd the same time yesterday (see picture below)[2]. Typically these collaborations result in a rather temporary spike in this way. But for Rovio, I expect they’ll be quite happy to find another channel through which to connect with fans in Japan.

The Finnish company appears to have found Japan relatively difficult to crack in comparison to other markets, with so many other strong character brands to go up against. Although when we spoke with Rovio representatives earlier in the year, they emphasized that they wanted to take things slow. Japan is a hard nut to crack, but this is a good step.

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Source: App Annie

angry-birds-puzzle-dragons-collab-2 angry-birds-puzzle-dragons-collab-2


  1. As with past P&D collaborations (see Batman: Arkham Origins), Clash of Clans), players can collect special themed monsters to power up and evolve. Some of these special monsters have been less than great in the past, but the Angry Birds characters I’ve collected so far (surprisingly) do not suck.  ↩

  2. For 9pm Japan time.  ↩