Social Gamers’ Social Media Use in Japan

Not a long time ago we conducted a large scale study by surveying 1000 online panel members about their social media usage habits. Although I personally have some doubts about online panels, as the members are paid professional survey takers and may not be normal people (bargain hunters, tech savvy people, early adopters, etc), the results seemed quite reasonable and were in line with the numbers that were provided by Tribal Media House (

Back then we only ran some exploratory analysis and didn’t get much into details. Tonight I saw a friend’s tweet asking about about social gamers’ social network usage and did a cross-tab which showed some mixed results. To summarize:
– I defined social gamers as “people who reported to use Gree OR Mobage “sometimes”, “everyday” or “several times a day.”
– As Table 1 shows, the next most popular network among these people is Twitter and Mixi. Not a surprise here as Twitter is the biggest network and Mixi also has many social games. Also please remember that this data was collected 7 months ago, so the Facebook numbers also should be a little higher.
– As table 2 shows, contrary to common view, these people don’t buy a lot of virtual goods. It is perhaps mostly otaku people or heavy users who spend their money to buy virtual goods or paid applications.
– As Table 3 shows, these people have some artistic interests but they are not necessarily happy people or people with high self esteem.
– I was already told by another professor that most of the core GREE and Mobage users were low income people who play games to kill time (e.g. truck drivers) and this is also reflected in the data. Social gamers have lower income levels compared with non-social gamers and the difference is statistically significant.
-The methodology is provided below

The data was collected during the 2nd week of March, 2012 with the participation of 1000 members of an online panel operated by Kansai Electric Corporation in Japan. The members of this online panel are ordinary Japanese people who get points for each survey they take and they are given a chance to take a survey only in certain periods. The panel members who agreed to participate in the study were asked to complete an online self administered survey and there was no incomplete entries. The age of the respondents varied between 19 to 65 years with the average of 42.88 (SD=9.30). All of the regions in Japan were equally represented in the sample and the participants had a wide range of occupational and educational backgrounds Although most of the respondents were male (67%) compared to most of the studies, this sample is larger and shows a higher variance in the sample characteristics.

DeNA Links To Twitter With Friend Referral Function

DeNA Inc. [J] has begun to link with Twitter with a friend introduction function on Mobage. [J]

As a result of this link, from now on Mobage users who have a Twitter account will be able to send a message or referral page URL which introduces friends to the game as a direct message to Twitter followers, from games installed with a friend introduction function.  Other than the friend introduction function, they will also henceforth be adding a function which gives you the option to post game activity and update history to Twitter.

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Bandai Namco Hijacks Ad Space At Akihabara Station

Bandai Namco Games Inc. [J] has announced that they are developing advertising of their social game for Mobage Idol Master Cinerella Girls [J] at the JR Akihabara station and the Tokyo Metro Hibiya Line Akihabara station.

This time they are posting advertisements from this title in many places at once, and they’re “Hijacking the advertising space in Akihabara station.”  Starting August 1st they are posting the advertisements in the station, and advertisements featuring characters from the game will be posted in many places between August 6th and 19th




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Amazing’s Social Game “Venus Fantasista” Hits The Stage

Amazing, Inc. [J] will adapt their Mobage beautiful sports girl social game Venus Fantasista [J] for the stage, to be opened for performance from August 29th at Akasaka Red Theater.

Venus Fantasia is a social game themed around soccer and beautiful girls which began service on Mobage from last month. [J]  The user becomes a club owner and selects players to make team with “Kujo Iroha,” a newbie secretary, “Star God Juri,” a scout for the world’s beautiful girls (Fantasista), and “Kamio Hina,” an ultra child prodigy director with an IQ over 200, aiming to match against rivals and be the best in the world.

The stage version will interweave game contents with comedy elements, added productions such as an original theme song, and limited venue privileges planned to link with the game.  The performance outline is as follows:

・Performance name: “Venus Fantasista The crescendo in my heart”
・Sponsor: Media Gate co.
・Collaboration: Amazing, co., Eijin co.
・Script: Kawate Fukino
・Production: Ogawa Shintaro (BOOGIE☆WOOGIE theater company)
・Theme Song: VIC:CESS
・Stage dates: 8/29 (Wed.) – 9/2 (Sun.)
・Venue: Akasaka Red Theater
・Staff: Sound: Soundman co., Lighting: Saikousha, Stage Director: Tomosaburou Sumi
齊 藤夢愛<persolate>、浜田翔子、 真菜<VIC:CESS>、佐藤さくら、 永作あいり、吉橋亜理砂<IDOL Street>、高橋明日香、涼本めぐみ<KNU>、上原真央<choice?>、軽辺るか<クリアーズ>、のえる<クリアーズ>、松下恵里香<怪傑トロ ピカル丸> 、市橋直歩、黒沢葉月<ロマンスターズ>、小坂真名美、 星野美兎<Splash!>、斉藤むつみ、 雨宮あんな、望月綾音、上田郁代(劇団BOOGIE☆WOOGIE) 他
<Guest Performance>
梅本静香   August 29th (Weds.)
佐々木みゆう August 30th (Thurs.)
大山愛未   August 31st (Fri.)
倉田瑠夏<アイドリング!!!> September 1s. (Sat.)・2nd(Sun.)
■Performance Schedule (8 in all)
August 29th (Weds.) 19:00 –
August 30th (Thurs.) 19:00 –
August 31st (Fri.) 15:00 – 19:00 –
September 1st (Sat.) 15:00 – 19:00 –
September 2nd (Sun.) 13:00 – 17:00 –
※Lobby opening is 1 hour before
※Entrance is 30 minutes before
Ticket sales

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