1. WHO AM I?GAME DESIGNER-PROJECT MANAGERALL ASSASSINS CREEDMULTIPLAYER GAMESGAME DIRECTOR10 YEARS IN THEINDUSTRY

2. IM GOING TO EXPLAIN TO YOUHOW WE HAVE INTRODUCED MONETIZATION INTO 60$ PVP GAMESYou can hardly call Erudito Credits pay to winSo I can literally just spend a few bucks to unlock the good stuff? Sounds fine to me.WITH THE SUPPORT OF OUR FANS 3. THE TALK OBJECTIVESPersonal experienceLearnings 4. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 5. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 6. WHAT IS ASSASSINS CREED MULTIPLAYER?VIDEO 7. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 8. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 9. HOW DID WE INTRODUCE MONETIZATION? Monetization started in Assassins Creed III But our 1st step was Assassins Creed Revelations 10. 1ST STEP: ASSASSINS CREED REVELATIONS Introduction of Abstergo Credits Learn player behaviors and build the foundations of AC3 11. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 12. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 13. ACIII CONTENT & MONETIZATIONACIII CONTENT & MONETIZATION 14. AC3 CONTENTAC3 CONTENT DESCRIPTION 15. AC3 CONTENTPlayer ProgressionGameplay itemsAbilities, Perks, Streaks Weapons 16. GAMEPLAY ITEMS PHILOSOPHY Horizontal progression (not a vertical one) Unlock new different tools, not better ones Players have to learn how to play well with them Some are more adapted to specific modes than others 17. AC3 CONTENTPlayer PersistencyAppearance items: Characters Gameplay itemsAbilities, Perks, Streaks Weapons 18. APPEARANCE ITEMS: EXAMPLE OF CHARACTERSTHE COMMANDERTHE CARPENTERTHE SILENT SHADOWTHE LADY MAVERICKTHE NIGHT STALKER THE MOUNTEBANK 19. UNIQUE CHARACTER SELECTIONCHARACTERS ARE EXCLUSIVE (ONE PER PLAYER PER SESSION) 20. AC3 CONTENTPlayer PersistencyAppearance items: Characters Gameplay items Appearance items: Profile 21. APPEARANCE ITEMS: PROFILE 22. AC3 CONTENTPlayer PersistencyAppearance items: Characters Gameplay items Appearance items: Profile 23. AC3 CONTENTAC3 MONETIZATION SYSTEMS 24. ITEMS UNLOCKErudito Credits Abstergo Credits+ LVL restrictionBody parts 25. ERUDITO CREDITS WITHIN STORYLINE CONTEXTABSTERGO ENTERTAINMENTERUDITOKotaku: It's at least refreshing to see a game have some fun with microtransactions.PROVIDES HACKS+ Lvl 26. MONETIZATION OVERVIEWCostumesAbilities Perks Streaks Bonus SetsBody parts, Face & Colors Weapons AnimationsPatron Pictures Emblems TitlesAchievement and Prestige items Progression Challenges Story ExclusiveAbstergo CreditsBasic Packs Champion PacksTitleRelicsTitleAchievemEernutdsito Credits 27. 200180160140120100806040200Amount of Matches1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950Level ReachedACRAC3AC3 VS ACR PROGRESSION CURVE 28. MONETIZATION DESCRIPTIONBUY ERUDITO CREDITSEARN ABSTERGO CREDITSAbstergo Credits Erudito Credits+ Level unlockLevel unlockTime investment Impulse Purchase 29. ERUDITO CREDITS PACKSERUDITO CREDITS Price ($)Pack of 20 0.99Pack of 50 1.99Pack of 155 4.99Pack of 380 9.99Pack of 925 19.99 EC cost decreases from the smallest to the biggest offer Lower price packs for spare MS points/dollars in the wallet Higher price pack for top buyers aka whales (but not too high) 30. ITEMS PRICING Prices designed to have spares after items purchases (MS points model)GAMEPLAY AND APPEARANCE ITEMSTiers Level Price (AC) Time to unlock Price (EC) Price ($)#1 1-10 600 (max) 40min 15 ~0.75#2 11-20 850 (max) 1h 45 ~1.80#3 21-30 1200 (max) 1h20 110 ~4.50ITEMS DESIGNED FOR MONETIZATION (Champion Packs & Costumes)Item type Price (AC) Time to unlock Price (EC) Price ($)Costume 2500 (max) 2h50 90 ~3.50Champion Pack 20 000(max) 22h 150 ~5 31. CHAMPION PACK SPECIFIC MECHANIC Only 4 champions packs available per week (to get players attention)Week 11 23 4Week 21 23 4Week 31 23 4Week 41 23 4#1 Champion PackTitle#4 Champion PackTitle#3 Champion PackTitle#3 Champion PackTitle 32. MONETIZATION DESCRIPTIONBUY ERUDITO CREDITSEARN ABSTERGO CREDITSAbstergo Credits Erudito Credits+ Level unlockBUY PACKSLevel unlockTime investment Impulse Purchase Smart Money 33. BIG PACKSAbilities Perks Streaks Bonus Sets Sold like a DLC on Xbox 360 Sold like an in-game item on PS3 Price: 15$ 34. SPECIAL EVENTS Happy hour weekends (sales on EC packs: price or amount) In-game events XP week-end to attract players 35. TO RECAP: THE RULES WE ESTABLISHED Players are not forced to pay No item exclusive to monetization (all items available in soft currency) No extra grinding (easier progression curve than ACR) Prestige and achievement items not available through monetization Gameplay items designed with a horizontal progression in mind Monetization built within the game lore (Erudito Credits) Reasonable price ranges 36. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 37. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 38. AC3 STATISTICS & LEARNINGAC3 STATISTICS & LEARNING 39. AC3 - EC CONSUMPTIONEC purchases per level EC are mostly bought at the beginning of the game6%5%4%3%2%1%0%1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50LevelAC3 40. AC3 - BIG PACKS CONSUMPTIONPS3 Big Pack purchases Big packs are mostly bought at the beginning of the game18%16%14%12%10%8%6%4%2%0%1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950TitreAC3 41. AC3 - ITEMS CONSUMPTIONClassPack_HuntsmanClassPack_NightstalkerRangedPistolClassPack_BearClassPack_IndependantPerk_AbilityBlenderClassPack_LadyMaverickClassPack_PreacherClassPack_SharshooterClassPack_RobberClassPack_MountebankClassPack_RedCoatClassPack_StrongManClassPack_SilentShadowProfileSet1ClassPack_HessianRangedPoisonDartClassPack_PioneerAbilitySmokeBombClassPack_CommanderRangedKnivesClassPack_CarpenterClassPack_CoyoteManAbilityPoisonAbilityGlimmerAbilityMorphAbilityBodyguardAbilityDisguiseChar80_Weapon_02_01Perk_AbilityOverallCooldownProfileSet2Perk_AbilitySixthSensChar78_Costume_EventAbilityWipeClassPack_GovernorAbilityTeleportClassPack_HighlanderAbilityDecoyTop items purchased in ECChampion PacksGameplayCharacters AppearanceCharacters WeaponCharacters AnimChampion packsGameplay itemsCharacters WeaponCostume events 42. AC3 - ITEMS PURCHASES PER LEVELRatio items purchased per level in EC Players focus on gameplay items first then appearance ones100%90%80%70%60%50%40%30%20%10%0%1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49Abstergo+ProfileCharacters AnimCharacters WeaponCharacters AppearanceGameplayChampion Packs 43. AC3 - MONETIZATION REVENUE - EC PACKSEC Packs Sales12%14%30%26%19%AC3$19,99$9,99$4,99$1,99$0,99EC Packs Revenue39%23%26%9%3%AC3$19,99$9,99$4,99$1,99$0,9956%88% 44. AC3 - MONETIZATION REVENUE - BIG PACKSREVENUE SPLIT41%59%Big PacksEC Packs 45. AC3 MONETIZATION LEARNINGS & NEXT STEPS No backlash from the fans: kept the community happy about it Most of the purchases at the beginning of the game What sells: Champion packs & gameplay items Most of the revenue from the biggest EC packs 46. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 47. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 48. AC4BF IMPROVEMENTS & MONETIZATIONAC4BF IMPROVEMENTS & MONETIZATION 49. AC4 MONETIZATION UPDATE Leverage on the same monetization rules Improve the sale of content Better visibility More content Smarter distribution to increase variety purchases Increase the ARPPU Introduce new monetization systems 50. AC4BF VISIBILITY IMPROVEMENTSAC4BF VISIBILITY IMPROVEMENTS 51. AC4 MONETIZATION: PRESENTATION UPDATE EC purchase window updated (new visual representation and improved text) 52. AC4 MONETIZATION: PRESENTATION UPDATE 53. AC4 MONETIZATION: PRESENTATION UPDATE 54. AC4BF CONTENT UPDATEAC4BF CONTENT UPDATE 55. AC4 CONTENT UPDATECostumesAbilities Perks Streaks Bonus SetsBody parts, Face & Colors Weapons AnimationsPatron Pictures Emblems TitlesAchievement and Prestige Progression Challenges Story ExclusiveBasic Packs Champion PacksTitleRelicsTitle More of what isbought in AC3 Prestige itemsavailable in EC Global value ofmonetizationitemsdoubled 56. AC4 - NEW CHARACTER CUSTOMIZATION Costumes dont override body parts customization anymoreOR +AC3 AC4 57. AC4 - ITEMS DISTRIBUTION UPDATEUPDATEWP REWARD EVENT REWARD COLOR B COLOR CSTARTERNEW UPDATE NEW NEWWARRIOR LUXURIOUS CHAMPION PACK PRESTIGE EPIC WEAPON 58. AC4 - ITEMS DISTRIBUTION UPDATEUPDATEWP REWARD EVENT REWARD COLOR B COLOR CSTARTER Unlocked during community events (4 by 4) Reward for the events challenge If not earned, sold after the event 6990 AC 199 EC 59. AC4 - ITEMS DISTRIBUTION UPDATEUPDATEWP REWARD EVENT REWARD COLOR B COLOR CSTARTER NEW UPDATE NEW NEW All Champion packs available right away Price doubled compared to AC3 But 4 packs are half-price every week New Prestige weapon New Prestige costume High priced costume to brag 50 000 AC 859 EC 20 000 AC 319 EC 9900 AC 399 EC 8900 AC 319 ECWARRIOR LUXURIOUS CHAMPION PACK PRESTIGE EPIC WEAPON 60. AC3 CONTENTAC4BF ARPPU INCREASE 61. AC4 MONETIZATION: ERUDITO PACKS UPDATEAC3 AC4ERUDITO CREDITS Price ($) % FreePack of 20 0.99 0%Pack of 50 1.99 25%Pack of 155 4.99 55%Pack of 380 9.99 90%Pack of 925 19.99 131% Raised anchor point and pricing + bigger gaps (leverage our whales) More controlled free offer (less exponential)ERUDITO CREDITS Price ($) % FreePack of 250 4.99 0%Pack of 700 9.99 40%Pack of 2000 24.99 60%Pack of 4500 49.99 80%Pack of 10000 99.99 100% 62. AC4 MONETIZATION: ITEMS PRICING UPDATE Bigger EC numbersPRICES EVOLUTION FROM AC3 TO AC4Item type AC3 AC4 ChangesGameplay & Appearance items15 to 110 EC(from ~0.75$ to ~4.5$)39 to 319 EC(from ~0.80$ to ~5$) Big packs: Price evolved from 15$ to 25$ (more items)No changesItems designed for Monetization(Champion Packs & Costumes)150 to 200 EC(from ~5$ to ~7$)119 to 849 EC(from ~2.5$ to ~12$)Bigger rangeHigher priced items 63. AC4BF ARPPU INCREASEAC4BF NEW MONETIZATION SYSTEM 64. AC4 - ABSTERGO+ STATUS Subscription-based consumable 65. AC4 MONETIZATION: ABSTERGO+ STATUS 66. AC4 - ABSTERGO+ STATUS Gives in-game advantages and comfort Abstergo+ status: title + icon 25% XP Boost 10% Aura XP Boost Crafting price -50%DAYS Time to unlock in AC EC PRICE ($)3 4h45 199 ~57 (1 week) 5h45 239 ~530 (1 month) 13h15 599 ~1090 (3 months) 24h45 1199 ~25180 (half year) 35h15 1799 ~25365 (1 year) 42h45 2399 ~50 67. AC4BF CONTENT UPDATEAC4BF POST-LAUNCH STRATEGY 68. AC4 NEW POST-LAUNCH STRATEGY New Costumes released post-launchExtra Costumes Midnight Costumes 69. AC4 CHARGED DLC2 DLC of 3 characters Very low price (2,99$) Extra Monetization 70. All Unlocked through EventsAC4 FREE DLC3 Extra Maps Night versions New Deathmatch areas 71. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 72. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 73. THE ACIVBF STATISTICSTHE ACIVBF STATISTICS 74. AC3 VS AC4 - EC CONSUMPTIONEC purchases per level EC are even more purchased at the games beginning compared to AC314%12%10%8%6%4%2%0%1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50LevelAC3AC4 75. AC3 VS AC4 - BIG PACKS CONSUMPTIONPS3 Big Pack purchases Big Packs are even more purchased at the games beginning compared to AC370%60%50%40%30%20%10%0%1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950LevelAC3AC4 76. AC3 VS AC4 - ITEMS CONSUMPTION IN ECClassPack_HuntsClassPack_NightstRangedPistolClassPack_BearClassPack_IndepePerk_AbilityBlenderClassPack_LadyMClassPack_PreacherClassPack_SharshClassPack_RobberClassPack_MountClassPack_RedCoatClassPack_StrongClassPack_SilentSProfileSet1ClassPack_HessianRangedPoisonDartClassPack_PioneerAbilitySmokeBombClassPack_CommRangedKnivesClassPack_CarpenClassPack_CoyoteAbilityPoisonAbilityGlimmerAbilityMorphAbilityBodyguardAbilityDisguiseChar80_Weapon_Perk_AbilityOveraProfileSet2Perk_AbilitySixthSChar78_CostumeAbilityWipeClassPack_GovernAbilityTeleportClassPack_HighlanAbilityDecoyAC3 - Top itemsChampion PacksGameplayCharacters AppearanceCharacters WeaponCharacters AnimGP - PistolGP - Poison DartC Pack -GP - Smoke BombGP - PoisonC Pack -C Pack -GP - BlenderApp. -App. -GP - BodyguardC Pack -App. -Abstergo+ -App. -App. -C Pack -App. -Weap. -Abstergo+ -GP - TeleportC Pack -GP - MorphC Pack -App. -GP - KnivesApp. -GP -C Pack -App. -App. -Big Pack_AppApp. -GP - GlimmerAbstergo+ -C Pack -App. -Big Pack_GP More variety in AC4!AC4 - Top itemsChampion PacksGameplayCharacters AppearanceCharacters WeaponCharacters AnimAbstergo+ 77. AC3 VS AC4 - ITEMS PURCHASES PER LEVEL100%80%60%40%20%0%AC3 - Items purchases per level in EC1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49Abstergo+ProfileCharacters AnimCharacters WeaponCharacters AppearanceGameplayChampion Packs100%80%60%40%20%0%AC4 - Items purchases per level in EC1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55ProfileBig PacksAbstergo+Characters AnimCharacters WeaponCharacters AppearanceGameplayChampion Packs 78. 0%10%20%30%40%50%60%70%80%90%100%4-Nov-135-Nov-136-Nov-137-Nov-138-Nov-139-Nov-1310-Nov-1311-Nov-1312-Nov-1313-Nov-1314-Nov-1315-Nov-1316-Nov-1317-Nov-1318-Nov-1319-Nov-1320-Nov-1321-Nov-1322-Nov-1323-Nov-1324-Nov-1325-Nov-1326-Nov-1327-Nov-1328-Nov-1329-Nov-1330-Nov-131-Dec-132-Dec-133-Dec-134-Dec-135-Dec-136-Dec-137-Dec-138-Dec-13Champion Packs sales ratio The WayfarerThe RebelThe PuppeteerThe PhysicianThe Orchid (DLC1)The Night StalkerThe NavigatorThe MercenaryThe Lady BlackThe Jaguar (DLC1)The HuntsmanThe FirebrandThe DuelistThe DandyThe CutthroatThe BuccaneerThe AdventurerBlack Beard (DLC1)AC4 - CHAMPION PACKS NEW TURNOVER Turnover works well and full price packs sell as well 79. AC4 LUXURIOUS COSTUMES UNDERPERFORMEDRevenue from Costumes4% 3%9%28% 55%Champion PackCostume PrestigeCostume LuxuriousCostume Assassin (Event)Costume Warrior Prestige costumes performed better than Luxurious ones 80. AC3 VS AC4 - CONVERSION RATE & ARPPUConversion to BuyersPS3 Xbox 360AC3AC4ARPPUPS3 Xbox 360AC3AC4 Conversion rate lower while ARPPU almost doubled 81. AC3 VS AC4 - EC PACKS SALES & REVENUEEC Packs Revenue26%9%3%8%11%15%23%39%39%27%AC3 AC4$99,99$49,99$24,99$19,99$9,99$4,99$1,99$0,99EC Packs Sales ratio30%26%19%1%3%36%14%48%12%11%AC3 AC4$99,99$49,99$24,99$19,99$9,99$4,99$1,99$0,9946%15% 82. AC3 VS AC4 - BIG PACKS REVENUEPS3 Big Packs revenueAC3 AC4AC3AC4 AC4 Big Pack = 13 revenue of AC3 Big PacksWe loweredthe Big Packprices to 15$But no majorchange(too late) 83. AC4 - ABSTERGO+ SALES & REVENUEAbstergo+Revenue ratio30%10%8%24%16%11%365 Days180 Days90 Days30 Days7 Days3 DaysAbstergo+EC Sales ratio7%3%4%21%36%30%365 Days180 Days90 Days30 Days7 Days3 DaysAC VS EC sales ratio28%72%EC ACAbstergo+AC Sales ratio9%12%%14%42%32%365 Days180 Days90 Days30 Days7 Days3 Days48%14% 84. AC4 DLC MONETIZATION SUCCESSFULThe Night StalkerThe Lady BlackThe PhysicianThe CutthroatThe WayfarerThe HuntsmanThe PuppeteerThe Jaguar (DLC1)The RebelThe DandyBlack Beard (DLC1)The NavigatorThe Orchid (DLC1)The BuccaneerThe DuelistThe MercenaryThe FirebrandThe AdventurerRevenue per Character Monetization on DLC characters worked wellThe Night StalkerThe Lady BlackThe PhysicianThe CutthroatThe WayfarerThe HuntsmanThe PuppeteerThe Jaguar (DLC1)The RebelThe DandyBlack Beard (DLC1)The NavigatorThe Orchid (DLC1)The BuccaneerThe DuelistThe MercenaryThe FirebrandThe Adventurer 85. AC4 NEW POST-LAUNCH STRATEGY RESULTSDaily Active playersDaily Active users January churn stopped and peak of returning players in February Feb to May represented 13 of total revenue since launch 86. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 87. AGENDAWhat is Assassins Creed MPHow we prepared the game for the monetizationMonetization systems in AC3Monetization systems in AC4BFAC3 Statistics study & learnings AC4BF Statistics study & learningTakeaway 88. MONETIZATION IN AC3: DESCRIPTIONCONCLUSION 89. TAKEAWAY Build your monetization within your game lore and DNA/design Dont force to pay No item exclusive to monetization (all items available in soft currency) No extra grinding Keep items outside the monetization (pride, rewards, events, etc.) Have sustainable content and release a part of it for free Avoid too aggressive pricing (price must be aligned with the content) 90. TAKEAWAY Things we havent explored but worth a look: Gifting between players User generated items Real consumables Think about a gameplay item to help the newcomers 91. Q&AQ & A@DamienKieken