Mobage: Mobile Social networking in Japan by DeNA
Mobage town is Japan's biggest mobile social network launched by DeNA. The members of Mobage-town can exchange messages, chat in communities, share music, read pocket novels and blog besides other activities. All it's members are represented by an avatar living in a virtual room, which the members can decorate by buying "Moba Gold", a virtual currency. In order to acquire Moba Gold, the members have to click on ads, and sign up for affiliate services and invite new members.
Several companies have used Mobage town to reach out to young consumers. Recently Louis Vuitton launched a puzzle game called "Precious Cargo" on the game site of Mobage. The players need to line up the boxes with matching designs to clear the boxes, score points, and reveal images of Louis Vuitton products.
The success of their business model, has led DeNA Global, a subsidiary of DeNA to launch a global service in English called MobaMingle. The English service is available in 70 countries on cell phones and excludes Japan.
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