Embed Size (px)
Citation preview
3 QUESTIONS TO ASK ABOUT YOUR BATTLE PASS
Alex Macmillan
About me • Alex Macmillan
• VP product at Social Point
• Blog about product, analytics
and monetization in mobile
games www.alexandremacmillan.com
Three questions to ask to level
up your Battle Pass monetization
About today’s
presentation1. What are the defining
characteristics of a Battle Pass
2. Why the Battle Pass is a great
monetization feature
3. How can you optimize your
Battle Pass performance
WHAT
Battle Pass
Fortnite • First high-impact / high-
visibility implementation of
the Battle Pass
Fortnite • First high-impact / high-
visibility implementation of
the Battle Pass
• Multiple significant iterations
on the UI/UX
Fortnite • First high-impact / high-
visibility implementation of
the Battle Pass
• Multiple significant iterations
on the UI/UX
Fortnite • First high-impact / high-
visibility implementation of
the Battle Pass
• Multiple significant iterations
on the UI/UX
Fortnite • First high-impact / high-
visibility implementation of
the Battle Pass
• Multiple significant iterations
on the UI/UX
• Battle Pass associated to
cosmetics
Battle Passes
everywhere
Battle Passes
everywhere
Battle Passes
everywhere
Battle Passes
everywhere
Battle Passes
everywhere
Battle Passes
everywhere
Battle Pass is not about
cosmetics
Battle Pass is not about
cosmetics
Battle Pass is about engagement
WHY
Battle Pass
What drives monetization?
Your fans are the ones
spending➢You don’t make a player spend
➢Players spend because they love
your game and want to engage
with it more
What drives monetization?
Monetization is not about
making players do something
(spend money)
What drives monetization?
Monetization is not about
making players do something
(spend money)
It’s about finding ways to
provide value and capitalize
on your players’ enthusiasm
Key aspects of the Battle
PassBreaking down
Fortnite’s Battle Pass
Key aspects of the Battle
Pass 1) Tie-in rewards and
engagement
The more you play, the more
rewards you get
Key aspects of the Battle
Pass2) Free and Paid path
Spending unlocks better/more
exclusive rewards
Key aspects of the Battle
Pass 3) Can purchase
anytime
Accumulated rewards of
engagement never lost
Battle Pass, monetization,
engagement
Battle Passes are built to capitalize on the engagement of your fans
➢The more you play, the more rewards you get
➢Spending makes your engagement more valuable
➢The accumulated benefits of engagement are never lost
Battle Pass is a feature that monetizes engagement
Battle Passes are
not featuresthat create
engagement
Battle Passes
• Capitalize on engagement
• Reinforce the engagement of
your fans
HOW
Battle Pass
Key questions
1a) How can you get
more players to buy
on launch day?
•Purchase moment rewarding
•Pass rewards valuable
•Time-limited benefit to purchasing the pass on launch day
•Optimal price
Key questions
1b) How can you get
more players to
spend more on
launch day?
•Have different opti0ns for the
price-point
Key questions
2) How can you make
more players get to
the end of the pass?
•Milestones frequent enough to
provide a rewarding feeling of
progression
•Final reward compelling enough
to keep fans motivated
Key questions
3) Do you benefit from
making it hard to
complete the pass?
•Do you monetize progression?
•What is the potential revenue from non-buyers who complete the pass?
•What is the repurchase rate of buyers who complete the pass?
