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How to Monetize Emotions in Free-to-Play Games?
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How to Monetize Emotions in F2P Games?Julia Palatovska
at Sociality Rocks, Kiev 2013
• Around 500 game apps across iOS, Android and Mac App Store
• Over 70 independent game developers publish games with G5
• iOS, Android, Mac and Win 8 represent close to 100% of G5’s
revenue
• Very “long tail of sales”: casual games continue making money even
after 3-4 years after launch
• Focus on free-to-play games: 4 successfully published projects, more
than 10 in portfolio by the end of 2014
G5 Entertainment in brief
Why do we focus on F2P games
for mobile platforms and think that you should do too?
2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e 2016e10000
15000
20000
25000
30000
35000
USD
mill
ions
Stagnation and decline on console and PC game platforms
Console games
Sources: Carnegie, Gartner (September 2012), and PWC - Global entertainment and media outlook: 2012-2016
PC games
2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e 2016e0
1000
2000
3000
4000
5000
USD
mill
ions
2011 2012 2013e 2014e 2015e 2016e
24,93645,617
81,422
131,695
205 376
309,606
App gaming is outgrowing all other game platforms
Global mobile app market (million of downloads)
Growth in the mobile app market is mainly driven by gaming apps
100% of G5’s revenue from app gaming!Source: Carnegie, IDC (September 2011), Gartner (April 2012)
G5 well positioned to capture further growth
CountryOverall
AppsGame Apps
# of countries - rank 1 reached 32 45# of countries - rank 5 reached 74 93# of countries - rank 10 reached 91 103# of countries - rank 100 reached 108 109
Virtual City F2P Top Grossing Ranks
G5 well positioned to capture further growth
CountryOverall
AppsGame Apps
# of countries - rank 1 reached 4 4# of countries - rank 5 reached 11 13# of countries - rank 10 reached 14 18# of countries - rank 100 reached 84 91
The Secret Society Top Grossing Ranks
…and growing!
Income patterns: Free-to-play vs
Unlockable
High potential of F2P games
Free-to-Play: Increasing usage with
updates
1 2 3 4 5 6 7 8
Number of months after release Version 1 Version 2 Version 3 Version 4
F2P Unlockable
What should a game developer do?
• Focus on development for new platforms
• Bring existing PC games to iOS, Android and Windows 8
• Use iOS as reference platform for all future games
• Bring your best franchises to Mobile F2P format, and go cross-platform
• Choose the right technology/engine, don’t use “blackbox” engines
How to monetize emotions in F2P games?
Monetize emotions
Allow players to pay for satisfaction of their desires:
• Impatience
• Curiosity
• Comfort
• Ambition
• etc.
Make players want to pay rather than force them to do it!
Impatience
Players don’t want to wait, and they are eager to pay and:
• Boost things up
• Expand session time
• Skip grinding
Make balance realistic. In real life things do not appear at
once: no pain, no gain.
Impatience: Boost things up
Finish building new floor NOW!
Impatience: Expand session time
Not enough energy to continue playing
Impatience: Skip grinding
Curiosity
Announce new content ahead of timeSneak peak for new content and functionality which players are going
to face in
nearest future, make them curious and willing to discover new
content ASAP!
Curiosity
Comfort
• Overcome game restrictions
• Get tools for easier progression
Allow overcome the restrictions (without ruining the
balance!), and players which want to ease the challenge will
be thankful.
Comfort: Overcome restrictions
Give a player several paid options
Comfort: Ease progression
Comfort: Ease progression
24 hrs of protection and comfort
Ambition
• Overtake friends
• Have the best items
• Own awesome things
Give players an opportunity to challenge their friends and
have the best and most effective items in the game.
Ambition: Overtake friends
Ambition: Overtake friends
Ambition: Be the fastest
Ambition: Have the best items
Publishing with G5
G5 adds value to developers• Help developers gain independence from PC/Web portals• Offer great publishing terms and advances• Assign experienced producer• Share our best practices• Localize to12 languages• Provide thorough cross-platform QA• Cross-platform technology, if you need it• Cross-sell with our portfolio:
- Over 100 million downloads of G5 game apps! - Millions of MAU
