Post on 05-Jul-2015
description
Jia Shen
Maximize % of paying users
3-5% of paying users on average
High end is 10-15%
50% of these users rebuy
People either don’t spend or spend a lot
Free-2-Play -> it’s a user acquisition funnel
Number One Monetization Strategy:
Create Perceived Value
Perceived Value
– The key to all monetization
Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality
The Physical (or Virtual) Manifestation of Perceived Value is: Currency
Castle Age
Perceived Value
Self Expression Items
Competitive Items
Stats– Upgrades
– Temporary stats
Consumables
Progress / Level
Ultimately converts to currency
Time creates desire
You want what you can’t have
You want it NOW
If its too easy, you don’t want it
Limited and Premium Items
Premium– You just gotta pay to play
Limited– Get it now or you’ll never see it
again. Maybe
Social City
Warstorm
Level Locking
Providing the Hope of Future Entertainment
By providing visible goals and achievements, users are given a clear incentive to continue gameplay
Allows for a tightly-regulated system of item release and pacing of users
Frontierville
Nightclub City
Chance
First ones free
Collectibles– Age old mechanic to extend out
perceived value
Roulette– Maintain pacing to fit hardcore
and casual users, as well as new
feature release cyclesSocial City
Frontierville
Time Savers / Boosters
Speed it up
Quick Refill– Every Stat can be filled right now
so you can progress NOW
Time Boost– Less tangible than instant, but
makes for better balancing
Backyard Monsters
Level Tuning
Throw users into a “lifetime” to earn value
New User Flow– Level up a new user quickly in
order to create a sense of quick
accomplishment and value
– Start with instant gratification
Growth Curve Dynamics– Maintain pacing to fit hardcore
and casual users, as well as new
feature release cycles
User Loss– Monitor user levels and tweak
according to user drop off
Nightclub City
Frontierville
Nanosiege
Summaries…
Design Perceived
Value
Limit access to
value
Creates demand
Maximize % of
Paying users
Ups retention because user derives value
Thank you!
Create difficulty ramp and barriers
Time with perceived value creates demand
Determine acceptable rate of increase
Create many different interacting barriers– Allows for value creation
in the future
– Harder for exploitation of one state
Dual Currencies
Dual Currencies – Created to combat in-game inflation
By pegging one currency to gameplay functionality and one currency
to the dollar, this allows much finer control over the in-game
economy
As people level up and standard currency becomes more plentiful,
the use of a secondary currency that does not inflate allows for
continuous monetization, or cross-application functionality (a
proposed advantage of FB Credits)
Avoids potential loss of paying customers to gameplay loopholes or
bugs
Translate to Chinese– Higher percentage of
paying users
Optimize paying user experience