Worked on over 100 titles on most platforms I was Graphic Artist, Programmer, Designer, Development Director, CTO, CEO Successful exit with my game company in 2000 Frequent keynote speaker at worldwide conferences Freelance Consultant as Online Games & Monetization Expert for 10 years
Dena claim >10% Asia < Western markets Casual < Mid Core < Core Many top 10 games have CR > 7% Daily conversion suck due to weekday fluctuations Weekly ok as trend parameter 28 day actually best as it removes monthly oddities Daily? Monthly? Lifetime?
why they have such a low conversion (!) This means your session length needs to be in the user hands Let players play as long as they like! Tough news for content driven games! That’s why most successful f2p titles are more and more like MMO’s
it i.e. Lucky Wheel i.e. Daily Login Currency should be a natural part of your game: User gets currencies by game play paying only raises speed of that gain i.e. indirectly or directly saves time Requires deep economy though
Does not necessarily mean strong items Can be an acceleration to those items Purchasing something must convert into a “good feeling” Note that for PvP games selling power can be problematic Unless you know how to design PvP and still selling power Tiered based systems work Symmetric systems work
Purchasable once per account Should have incredible value x3 – x6 or more Payers buy those first Some non payers buy them too Honoring payers buy these Make sure you got two: low and medium price value (inc. ARPPU) Do NOT time limit these!* Summoners War starter packs
play all aspects of the game during the event Great Rewards by activity Not monetized, i.e. you can’t accelerate Monetize indirectly as more activity = more online time = more conversion & spending Summoners War sample Event
Grindable by game activities Spendable in Event shop People with less time can purchase this currency directly, saving time Increases CR by 1%+ Inceases Avg. Revenue by 25%+ Settlers Online Xmas Shop
bonus As usually they serve as distraction from normal game routine Too many events mean they become routine as well – losing their special gains Guide for custom events: Minor event weekly Major event monthly Special Event quarterly Summoners War 3rd Aniv. Event Calendar
new payers opt for the middle Don’t do cheap packs <$4.99 It lowers ARPPU! Use “Most Popular”, not “Best seller” Use Anchor points Read Dan Ariely!! Sources: http://danariely.com/ https://deltadna.com/blog/what-the-best-games- know-about-analytics-that-the-rest-dont/ 6 Offers, where is the middle?
It costs revenue in the long run Economists: If you’re competing on price, feel free to give discounts (but you aren’t in f2p games!) However, if you’re competing on quality, you should avoid discounting (so that you deemphasize price). Instead, remain focused on the attributes and quality of your product. Source: http://www.nickkolenda.com/psychological- pricing-strategies/
returns Or forces expansions Gold: upgrades power of cards Major money sink Increased costs raises bar beyond personal spending limits And then? Nothing … Causing diminishing returns of End game payers Early Game Mid Game End Game (Hearthstone has too)
the games main items: In Clash Royale they are the main source of cards In Summoners War they are the main source of monsters In Hearthstone they are the main source of cards In Onmyoji they are the main source of Shikigami All these games offer alternate sources of the Gacha content! Adding Gacha on top of other systems does not work well Purely relying on Gacha doesn’t work You need progression + end game on top