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Reinventing monetization
Presented at Gaming Insiders, September 24, 2015
The free-to-play space is Increasingly sophisticated
Players’ expectations have evolved
freemium fundamentals
© 2015 Fuse Powered, Inc. All Rights Reserved.
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! [email protected]