你认为社交游戏开发商Zynga是这一领域的最大赢家吗？先别急着下结论。日本社交游戏公司DeNA创始人及CEO南场智子（Tomoko Nanba）在近日的DeNA新闻发布会上上，向人们介绍了该公司一些势不可挡的成就。

ARPU数据惊人

DeNA公司在日本运营的社交游戏网站Mobage Town的用户虽然仅2000万人，比起Facebook网站5亿以上的用户或2.1亿的活跃用户真是小巫见大巫，但提到ARPU（每用户平均收入），情况就会发生一百八十度的大转弯—-Mobgae Town的ARPU数据是Zynga的15倍，是Facebook的30倍！

DeNA VS. Facebook VS. Zynga

市值超42亿美元

前不久大家还为Zynga估值（约55亿美元）居然超过美国艺电（Electronic Arts）的消息而激动不已，可是要知道，DeNA现在的市值就已经超过42亿美元，注意，这不是估计所得的结果，而是当下的现实。

DeNA在2009年总营收为5亿美元，利润为2.28亿美元（利润率达到惊人的44%）；2010年第一季度的营收达2.8亿美元，利润为1.4亿美元（利润率是惊人的50%）；

照此估算，DeNA在今年底有可能实现10亿美元以上的营收，要知道，Mobage Town的用户仅仅2000万！

“社交版图”VS.“虚拟版图”

南场智子不同意我将Facebook称为Mobage Town的竞争对手，她提到了Mobage Town和Mixi网站和平共处的案例，后者力拓类似于Facebook的“社交版图”，而Mobage Town却致力打造她所称的“虚拟版图”。

我们可以根据它们所创造的用户在线体验，对“虚拟”和“社交”这两种游戏领域的概念进行区分，一者更倾向于对现实生活的模仿，另一者则创造一种全新的体验。

南场笃信“虚拟化”也将是国际手机游戏市场的未来走向，因此在上个月出手4.03亿美元，收购了美国ngmoco公司。

她认为，DeNA进军美国将带来西方社交游戏行业所追求的创收诀窍及其成功运营的虚拟社区。

在了解何谓DeNA的创收决窍之前，让我们先看看该公司的营收分成。78%的营收来自南波所称的社交网站，但我认为“门户网站市场”这种说法更合适，因为这个词限定了其所覆盖的虚拟道具计费、moba币买卖和游戏植入广告这几个领域。另外，DeNA还有12%的营收来自有关游戏虚拟形象的商品销售，所以我们可以得出结论，虚拟商品交易占DeNA公司90%的营收。

Zynga公司能有这种实力吗？我敢说不能。

2014年发展愿景

南场还表示，她正向智能手机市场挺进（她认为iOS、Android应用是目前最大的发展机遇），不久将把Mobage Town植入日本智能手机。她已在美国和中国立足，她的足迹还将覆盖整个日本PC产业。

DeNA与雅虎日本的合资企业Yahoo!Mobage Town正式开张还不到一个月，用户人数就已突破800万，对于一个曾长期错失PC市场的企业来说，确实是一个相对比较成功的项目。

那么DeNA这些业务背后的财政目标是什么？

2014年创造4000亿日元的合并销售额，相当于40多亿美元。

说实话，南场的这个预测在我看来完全有可能实现。（本文为游戏邦/gamerboom.com编译）

How DeNA Beats Facebook and Zynga

Do you think Zynga is the hot player in town? Think again.

At yesterday’s DeNA press conference, Founder and CEO Tomoko Nanba gave some great insight behind the seemingly unstoppable success of her company.

An incredible ARPU

With 20m users in Japan, Mobage Town, the social gaming network could be considered a small player compared to the 500m+ users Facebook boasts worldwide or Zynga’s 210m active users (according to AppData). But when it comes down to the average revenue per user (ARPU), the picture is very different.

A whole lot different.

Mobage Town just dwarfs both its international competitors by an incredible margin. Its ARPU is 15 times the one of Zynga. Yes, fifteen times. And -wait for it- 30 times the one of Facebook.

Real billions

You can now tame down you excitement regarding Zynga being valued more than Electronic Arts (the estimation game puts it a USD 5.5bn).

DeNA’s current market cap is over USD 4.2bn. Not in a estimation game, but now.

2009 saw DeNA’s make USD 500m in revenue, with a profit of 228m (that’s a staggering 44%).

In Q1 2010, the company announced almost USD 280m in revenue with around 140m in profit (an even more staggering 50%).

Make the quick calculation: DeNA is on track of the magic 1bn number and more for the end of the year.

With “only” 20m users.

Social Graph v. Virtual Graph

Now, I used the word competitor earlier for Facebook, but Nanba doesn’t think it is really one. She mentioned how Mobage Town and Mixi are peacefully co-existing in Japan. The latter is based on the social graph, a la Facebook, while her company is skewing towards what she calls the virtual graph.

I guess we could differentiate the two out of the nature of relationships that are created through the online experience: mostly mimicking the physical graph one on hand, while creating a totally new one on the other.

Nanda is betting that that virtual graph is the future of the mobile gaming market internationally as well, hence the decision to go and buy ngmoco last month.

At USD 403m, I’d say she made her point.

Her idea is that DeNA will bring its know-how and the virtual-based communities western social gaming is in dire need of to grow.

To get an idea of that possible know-how, let’s go back into numbers and look at the revenue segmentation. 78% is coming from what she calls social media. I preferred the older name: portal marketing. It better qualified what it encompasses: item billing, moba-coins acquisition & in-game advertising. Add 12% of avatar-related sales and you basically have 90% of the company built upon virtual goods.

Can Zynga say the same? I bet not yet.

2014 in sight

Nanba is slowly completing the full puzzle.

She has the keitai world covered. She’s racing to enter the smartphone world abroad (she called the iOS/Android application the greatest current business opportunity in her speech). She’s bringing the Mobage Town on smartphones in Japan soon. She has a foot in the US. A foot in China. An investment arm for new disruptive ventures. And she finally has the japanese PC world covered.

Yes, for a company that failed on the PC front for long, the bonus in the story is the relative success of its Yahoo! Japan joint venture, Yahoo! Mobage Town. Officially opened not even a month ago, membership has rocketed past the 8 million mark.

The financial goal of all this?

400 billion yen in consolidated sales for 2014. That’s more than 4 times the USD 1bn I made you calculate above.

Honestly, Nanba’s prediction is entirely realistic to me. （source:asiajin）