Reinventing Monetization: As Presented at Gaming Insiders

Reinventing monetization

Presented at Gaming Insiders, September 24, 2015

The free-to-play space is Increasingly sophisticated

Players’ expectations have evolved

freemium fundamentals

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You have to get both right

ADS 2 IAP 1

Engagement

monetization

Era of personalization

PLAYERS are as DIVERSE as any other type of customer

Disengaged whale early game minnow

First d

ay use

r

late

gam

e non

-pay

ing us

er

minnow late game minnow Ignored previous offers

m i d

Ga

me do

lphi

n

VIP u

ser young minnow

Late Game whale

Dise

ngag

ed

dolp

hin

mid-game whale Mi

d Gam

e Rew

arde

d Vid

eo Us

er

Users with poor win ratios

buys permanent upgrades

$5/Month

User who Purchase Cosmetic items

Disc

ount

Onl

y Us

er

User who’ve Been playing Since launch

Users who completed the FTUE Late game d o l p h i n

D i s e n g a g e d m i n n o w

You need to have tools to succeed

playbook /plā,bŏŏk/, noun‘a notional range of possible tactics in any sphere of activity’

Mobile game playbook

1

2

3 3

deliver the right offer at the right time

Building Your

2

3

4

1

4

Pre-production You need a monetization plan

production Integrating the monetization plan

The first 48 hours Evaluate which plays are effective

Live optimization Refine your playbook

It depends on your game

engagement

Conversion

Spend

volume

High

volu

me: P

op th

e loc

k

engagement

Conversion

Spend

volume

High

enga

geme

nt: C

andy

Crus

h

engagement

Conversion

Spend

volume

High

spen

d: h

eart

hsto

ne

Pop the lock

Candy crush

hearthstone

banners interstitial rewarded conversion upsell Virtual goods

Ads iaps

x x x

x x

onscreen Between levels

Continue lock

Cross promo

Cross promo

Lives Gold bars

Gold bars bundles

Gold bars bundles

Continues lollipops

gold Card packs adventures

Pack bundles adventures

Cards dust

Executing plays

Guide your

players

Personalization Timing value

Play

er va

lue

Player progression

Early whale Special vip offers

Early dolphin Bundle offer

Early minnow upsell

New player Conversion offer

[ starter kit ]

mid whale Special vip offers

mid dolphin Bonus offers

mid minnow Discounted upsell

Possible spender Discount Conversion offer

Rewarded video

Late whale Special vip offers

Late dolphin Discounted bonus offers

Late minnow Deep discount upsell

Non-spender Rewarded video Interstitial ads

Disengaged players?

each

Summary

Questions?

Thank you! jwalsh@fusepowered.com