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info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
The Case for Monetization Design
September 5, 2016
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
When We Do Initial Sales Calls, We’re Often Surprised
People are not tracking key metrics
People are not sure how their monetization funnel works
People are not taking advantage of key design decisions (read: are not making key design decisions)
What we’ve come to realize is that there’s often an unfilled job position: monetization *designer*
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
In Retrospect, We Shouldn’t Have Been Surprised
Scientific Revenue recently benchmarked industry best practices using IAPs.
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
This is In Spite of Things like This:
Most of our respondents use IAPs
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Old News: The No Brainer First Purchase
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
How to use Rewarded Video Effectively
From http://venturebeat.com/2015/08/04/5-ways-to-accelerate-app-monetization-with-rewarded-video/
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Purchases and Training Effects
• Random game from the ones we manage:
• D7 Retention of D{1-3} purchasers: 39%
• D7 Retention of non-purchasers: 21%
• Another random game from the ones we manage:
• D7 Retention of D{1-3} purchasers: 43%
• D7 Retention of non-purchasers: 16%
• In general the pattern holds:
• People who buy, retain at about a 2X rate
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Note Also That People Who Buy Also Buy Again
• (Same) Random game:
• Second Purchase Rate: 36%
• (Same second) random game:
• Second Purchase Rate: 29%
• In general the pattern holds:
• Most games have a 20% to 60% second purchase rate
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Annuities
http://www.gamasutra.com/blogs/IsaacKnowles/20160512/272484/Want_to_Increase_Your_FreetoPlay_Game_Revenue__Retention_Experiment_With_Virtual_Currency_Annuities.php
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Daily Login Rewards
http://www.gamasutra.com/blogs/WilliamGrosso/20160613/274759/The_Science__Craft_of_Designing_Daily_Rewards__and_Why_FTP_Games_Need_Them.php
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
My Favorite Daily Login Reward of All Time
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Etcetera
• Your game has a coin store
• Your game has a virtual goods store
• At some point, your game will have flash sales for virtual goods
• At some point, your game will have flash sales for currency
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Wisdom from England (Yes, Same Slide)
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Key Takeaways
You have to have an economy before you can optimize it
There’s a lot of (design) work involved in getting IAP monetization right
What “Free to Play” really means is that you control the point of sale
This talk is an attempt to kickstart the “monetization design” conversation
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
The Library
• Our Resources Page. http://www.scientificrevenue.com/resources/• On Daily Login Bonuses.
http://www.gamasutra.com/blogs/WilliamGrosso/20160613/274759/The_Science__Craft_of_Designing_Daily_Rewards__and_Why_FTP_Games_Need_Them.php
• On Annuities.http://www.gamasutra.com/blogs/IsaacKnowles/20160512/272484/Want_to_Increase_Your_FreetoPlay_Game_Revenue__Retention_Experiment_With_Virtual_Currency_Annuities.php
• Our IAP Survey. http://www.pocketgamer.biz/data-and-research/63436/scientific-revenue-survey/ and http://www.scientificrevenue.com/iap-survey/
• On Feeder Apps. http://www.scientificrevenue.com/blog-posts/how-to-turn-free-viral-apps-into-feeder-apps-that-actually-make-money/
• On Powerup Design. http://www.scientificrevenue.com/blog-posts/rescues-buffs-skips-how-to-design-mobile-game-power-ups-for-optimal-iap/
• On Payment Wall Design. http://www.scientificrevenue.com/blog-posts/how-to-design-an-in-app-purchase-paywall-that-earns-you-money-without-annoying-your-players/
• On Non-virtual-currency IAP Strategies.http://www.gamasutra.com/blogs/WilliamGrosso/20160202/264646/IAP_Strategies_Most_Mobile_Gamers_Dont_Hate__And_Most_AAA_Publishers_Should_Try.php
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
The Library: Coming Soon
• The Annuity Design Worksheet• Window Shopping and Stickershock• Monetization Myths (a series)• How to Use Subscriptions Effectively• ….
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Continuing the Conversation
Twitter:
https://twitter.com/SciRevenue
Excellent Mailing Lists:
https://twitter.com/SciRevenue
https://mailman.stanford.edu/mailman/listinfo/gsb-videogames
https://gaminginsiders.mobilize.io/users/sign_in
info@@scientificrevenue.com The World’s Best Dynamic Pricing Engine.
Thank You
William [email protected]