DeNA launches Mobage social gaming service in China

ntttttttttttt

DeNA Co on Friday announced the official launch of Mobage, its social gaming network, in China through a localized service for smartphones. DeNA also introduced the Chinese versions of two in-house Android social game apps for Mobage, Ninja Royale and Aqua Collection, which have been popular in Japan since releasing in May.

Mobage allows players to interact through social games and enjoy in-app features and social networking elements such as wall posts, direct messages and interest-based forums.

Ninja Royale features a touchscreen-optimized user interface that allows players to throw ninja stars by tapping and to swing a sword by swiping the screen. Players complete their secret missions while collecting treasures by fighting or collaborating with others via the Mobage network. In Aqua Collection, a mobile title recognized for its sophisticated graphics, players collect and grow fish while decorating their aquarium through collaborations with other Mobage friends. Both games are free-to-play and paid virtual items will be offered beginning in August.

DeNA’s Chinese subsidiary Shanghai Zongyou Network Technology Co Ltd, also operating as DeNA China, has been providing browser-based Mobage services, including the Chinese version of Japan’s most popular Mobage title Kaito Royale on a trial basis. DeNA’s official rollout for Mobage in China will include ten titles by the end of August, including both original DeNA games and content developed by third parties.

Mobage Android apps were developed using ngCore, a game development engine created by ngmoco, LLC, DeNA’s U.S.-headquartered subsidiary. ngCore allows developers to release games across devices and regions with a single source code. DeNA also aims to offer an iOS Mobage app in China in the near future.

DeNA has had a business presence in China since April 2006 when it established a subsidiary in Beijing. In July 2009, DeNA acquired WAPTX Ltd, DeNA China’s holding company, which owns the country’s leading mobile-only social networking service. PC-based social games are already popular in China and DeNA expects the mobile social gaming market to grow with the rapidly increasing popularity of smartphones.

DeNA Group has been focused on making Mobage the world’s top social gaming platform and aggressively implementing its cross-device and cross-border growth strategy, which includes enhanced service offerings in the Chinese market.