Different Cultures: How People Paly and how they Pay - Honor Gunday (PaymentWall)

Honor Gunday, CEO & Founder

• 1000+ happy merchants• 75+ payment options • Local Credit Card Processing• Many UI options• Fully customizable widgets• 80 local currencies• 190+ countries• 20+ languages• Local offers in 160+ countries• Multilingual support 24/7• Offices in San Francisco & Kiev

Our Customers

Big GAME = Lots of Money?

1/3610

2/3620

(Engagement)

3/3630

Basic Formula of Success = • Creating engaging content • Marketing to the “right people”

4/3640

How do you make sure the content is engaging for your audience? ?

5/3650

1Why/how do people

play?

6/3675 Social Demographics

USAGermany

China

Russia

Turkey

BrazilIndonesia

7/36100 Social Demographics

• Desperate housewives

• Gamer geeks• People slacking off

at work • Singles looking for

mates

• Gamer geeks


• Kids coming back from school

• Internet cafe users• Rich housewives• People slacking off

at work


• Gamer geeks

• Gamer geeks

• Internet cafe users• Gamer geeks

8/36

or ?

150

Gender

9/36200

Age

10/36250

Location

11/36300

Culture

Collecting StuffLuxury and

DifferentiationSelf Actualization

& eLearning

12/36350

Maslow’s Hierarchy of Needs

Self-Actualization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs

2How do different users

pay?

•Relative Pricing•Regional Pricing•Available Payment Options•Bonuses, Incentives, Discounts•Trust & Sustenance•Usability•Language

13/36500

Things to consider

!

Pricing RelativityRegional Pricing

Bonuses, Incentives, DiscountsTrust

UsabilityLanguage

Available Payment Options

14/36600

GDP Per Capita$50,000

$45,000

$40,000

$35,000

$30,000

$25,000

$20,000

$15,000

$10,000

$5,000

$0

USA China Brazil India Turkey Russia

$47,123

$4,382

$10,816

$1,265

$10,437$10,399



UsabilityLanguage


15/36700

How People Spend

35%30%25%20%15%10%

5%0

USA China Brazil India Russia

Housing

Entertain-

mentFood

Transpor-

tationHealth

care

Education

Savings



UsabilityLanguage


16/36800

• Salary: $3926/month

• Disposable Income on entertainment: $235

American Indonesian• Salary: $240/month

• Disposable Income on entertainment: $14



UsabilityLanguage


17/36900

Relative Pricing



UsabilityLanguage


$5 in USA

18/361000

Regional Pricing

$1 in China



UsabilityLanguage


19/361100

• USA: $10• China: $2• Brazil: $3• India: $1 • Turkey: $3 • Russia: $3

Regional Pricing Example

Kids & People from Developing Countries

20/361200

PREPAID

Men in UK21/361300

0011 1100 1010 0101

Geeks in US22/361400

0011 1100 1010 0101

Women in Saudi Arabia

23/361500

Housewives in US24/361600

Cheque



UsabilityLanguage


25/361800

Local Payment Options

Boleto Bancario in BrazilKiosks in RussiaAirtime Billing in PhilippinesPrepaid Cards in South East AsiaOffers Direct Debit in Europe

PREPAID



UsabilityLanguage


25/362000

Special Deals

Repeat Users

OptimizeCommissions

Bonuses & Incentives

Bonuses

Happy Hours

Defaults



UsabilityLanguage


26/362500

Bonuses & IncentivesApplied to cultures



UsabilityLanguage


27/363000

Bonuses & Incentives



UsabilityLanguage


28/364000

Trust & Sustenance

• Fraud protection• Responsive multilingual customer

support



UsabilityLanguage


29/365000

Usability



UsabilityLanguage


30/366000

UsabilityEach additional step or

new window lessens conversion by

15-30%



UsabilityLanguage


31/367000

Usability / languageConsistent Design



UsabilityLanguage


32/368000

Localization

Custom Payment Widget for

“Island Paradise”

34/3610000 USA

35/3630000 United Kingdom

36/3650000 Germany

36/3650000

World

CIS Countries

Different Cultures: How People Paly and how they Pay - Honor Gunday (PaymentWall)

Education

Transcript of Different Cultures: How People Paly and how they Pay - Honor Gunday (PaymentWall)