MonetizationCraig Relyea, Senior Vice President, Content Strategy and Marketing, LeapFrog Shazia Makhdumi, Global Head of Edu Apps & Games Partnerships, Google
Bryan Davis, Senior Vice President, Big Blue Bubble Inc.
Judy Belletti, Co-‐founder, Bright World eBooks
Alex Turetsky, Founder and CEO, Intellijoy Warren Buckleitner, Editor, Children’s Technology Review (moderator)
PAY DAY Ways you can make money on an app. A brainstorm with Alex
1. Charge a fee -‐-‐ "Premium" model $ charge Toca Boca 2. $Freemium -‐-‐ IAP (very popular) 3. Ads 4. Subscriptions 5. Sponsored -‐-‐ the app is an advertisement w/product placement 6. Beg (Kickstarter) e.g., Reading Rainbow $6 million 7. Venture, gov. Or foundation funded. Get a grant writer. 8. Commerce (toys/book/device/Funded Tiggly) 9. Organized Crime
Fall 2007
15 families, 60 minutes of self recorded footage
Rich kids have iPhones and iPads with data plans.
Poor kids have clunky 7 inch Android tablets. Or nothing.
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Kids know passwords and download “free” apps. Most are smarter than we think.
But they like candy, pink fluffy unicorns dancing on rainbows, and don’t always choose broccoli.
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From Catherine Allen’s “Dust” folder during Dust or Magic AppCamp
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“Time bombs”
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How to fit in.....
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63K downloads/month (Aug 15)
Earnings: $21,000,
Worth $2.6 million (sensorTower)
• The app stores help guide children to these types of experiences.
• They don’t do crime, but they drive the getaway car.
Intermittent Reinforcement Crash Course
• From Skinner’s behaviorism. Part of operant conditioning. You get a treat at irregular intervals.
• It works. It is used by casinos, dog trainers, my wife and first grade teachers.
• It’s why you check your email. Sometimes, but not every time, the behavior produces a reward. So you check again. It can turn you into a click mule.
Freemium business model
Is dangling the fun in front of the kid. Just when they start to get to the fun, you pull it away. Bjorn Jeffrey
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Like taking candy (and time) from a kid
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What should be done?
• Show the real price on the app icon — both in terms of the number of dollars/hour; and the number of childhood minutes. “Danger this app could remove up to 60 hours from your child’s life.”
• Child appropriate labeling (what’s inside).
• Make apps you’d want your own children to play.
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Is the “vast wasteland” getting worse?
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Star Girl’s Objectives• To provide a solid play experience.
• To get you to share on Facebook
• To make money by getting you to buy, even if by tricking you
• To propagate like a virus (by keeping you on by any means, using cheap thrills and operant conditioning).
The “Golden Rule” or “Ethic of Reciprocity”
"Do unto others as you would have them do unto you”
“One should treat others as one would like others to treat oneself”
“One should not treat others in ways that one would not like to be treated.”
The ethic of reciprocity adapted for digital
publishers
“Do unto the children of others as you would have them do to your children.”
Keynote models
“Would I let my own kids download my own app?
(or the apps I’m selling?)
Keynote models
“The ultimate test of a moral society is the kind of world that it leaves to its children.”
Dietrich Bonhoeffer