DeNA announced today that it would rebrand its Mobage Town mobile social gaming network ahead of its Western release. The service will now be called Mobage worldwide and use a redesigned logo that incorporates Roman letters, according to Andriasang. Ngmoco’s Plus+ mobile social gaming network, which was integrated into Mobage Town following the acquisition, will also use the Mobage branding in the future. The new branding will take effect on March 28. DeNA’s Mobage service has been very successful in Japan, with the company forecasting revenue of $1.3 billion for this year.
Mobage serves about 20.5 million registered users in Japan, putting it slightly behind its largest competitor GREE, which serves over 22 million. DeNA’s current focus is expanding outside of Japan through a number of acquisitions and publishing deals, such as with Android handset manufacturer Samsung. DeNA’s Western version of Mobage will be overseen and operated by mobile developer ngmoco, which DeNA acquired late last year for $400 million.