how to make iap-based monetization really work on mobile platforms? - julia palatovska, alish...
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How to make IAP-based monetization really work on mobile platforms?
Julia Palatovska, BizDev Director
Alish Yakubov, Executive Producer
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We Publish and Develop Free-to-play & Casual Games
We focus on games for smartphones and tablets
More distribution channels to be added in 2012
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G5 - Publisher
Over 70 Million Game Downloads, Millions of DAU
Over 200 game apps in portfolio, cross-selling
Numerous games that made over USD 1M
One game a week, pipeline for a year ahead
Millions of dollars paid to developers
Contracts with 70 developers and growing fast
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Released in Sep-Dec 2011
Free-to-play game
Casual city simulator
Top 10 Grossing Game in 103 countries
$1M revenue and first million downloads in a couple of months
Free-to-Play Game
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Your Casual Game Can Become a Free-to-Play Hit!
Virtual City Playground for iPad
CityVille Hometown iPad
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How to monetize f2p game?
Give players a way to pay to overcome natural obstacles:
For extra energy and longer sessions
To speed up construction
To unlock new content ahead of time
To unlock more space on the map
To build exclusive buildings
Goals:
Those who don’t want to pay need to be able to play for free
Those who want to have extra fun should be able to spend money
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Add progress stoppers Slow down player’s progress with:
Energy consumption
Lack of resources
Lack of virtual currency
Goals:
Players who are eager to pay should progress faster than not paying users
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Add progress stoppers
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Add time consumption Additional ways to slow down progress:
Raise constructing time
Raise production time
Goals:
Make players want to boost construction and production for premium currency
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Let unlock content ahead of time Unlock new constructions and grades
Unlock territory on map
Unlock new Items
Unlock bonuses and boosts
Goal:
Players who are curious should be able to progress further for premium currency
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Let unlock content ahead of time
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Add premium content More productive premium buildings
Premium tools
Boosters and power-ups
Premium consumable bonuses
Goals:
Allow paying players enjoy the game more than other players
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Add premium content
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Add exclusive content Landmarks
Exclusive decorations
Cool outfit
New skins
Goals:
Allow paying players stand out of the rest
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Add exclusive content
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Retain a player in the game Add FREE features which will keep a player in the game and expand session time:
Moving constructions
Grinding actions
Collecting items
Goal: Expand player’s session time. The more time they spend in the game, the more eagerly they spend money
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Keep a player in the game
Revenue boost after update with additional free features
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Make it easy to purchase Make the path from any game location to monetization screen as short as possible:
Add shortcuts
Predict player’s wishes
Make attractive suggestions to purchase
Goal: every time when players want to buy something, they should be able to do this intuitively within 1 click
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Make it easy to purchase
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Make it easy to purchase
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What G5 can do for you We give you a dedicated producer and share best practices
Great terms, advances / full development funding
Cross-platform Talisman technology
Cross-platform QA
Localization to 11 languages
Marketing and traffic acquisition for your games all over the world
Cross-sell with G5 games for access to millions of users
F2P approach can be applied to any genre!
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