From Virtual Economy to Actual Revenue
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Using In-App Purchases in Mobile Games (research by www.soom.la) Tips for Virtual Economy Design + Case Study Tips for In-App Purchase Store Design + Case Study
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From Virtual Economy to Actual Revenue
- 1. FROM VIRTUAL ECONOMIES TO ACTUAL REVENUE Yaniv Nizan, Feb 13
- 2. Yaniv Nizan – Short Bio • Monetizing • Monetizing • Monetizing Videos blogs games • The Other • Advertising • In-App gaming Purchase EyeView INTENTclick SOOMLA
- 3. About SOOMLA • Established August 2012 • Backed by private investors including Oded Vardi • 100% month to month growth since launch • Over 1M end device installs • 5,000 Fans in Facebook
- 4. The SOOMLA Framework • Series of Open Source Projects • Mission: To allow indies to collaborate • Do it once do it well • Cross Platform
- 5. The SOOMLA Store Designer • In-App Purchase Store SDK • Creating seamless stores • Management Dashboard
- 6. SECTION 1 5 VIRTUAL ECONOMY MISTAKES
- 7. Mistake 0 – No Virtual Economy 91% of Revenue is in Selling Coins Users spend over 50% of the time in the store
- 8. Mistake 1 – Focusing on Selling Focus on Earning Game Soft Play Store • Increased User Engagement • Users will buy if they have coins
- 9. Mistake 2 – Balance = 0 • Give users some coins • Show them the Store before the game
- 10. Mistake 3 – Goods lasts forever • Rentable or consumable are Better • Opportunities for tweaking • Sell Everlasting items only for hard currency
- 11. Mistake 4 – Single Currency • Having 2 or 3 currencies gives more opportunity for tweaking • Allows some of the goods to be purchasable only with real money
- 12. Mistake 5 – Boring • Users should be exposed to new goods as they progress in the game • Complex Dependencies
- 13. Section 2 CLASH OF CLANS CASE STUDY
- 14. Clash of Clans • $500K / day • Record Breaking ARPU
- 15. 2 Games in One • Building a Clan • Accumulating wealth • Investing in buildings • Training Soldiers • Fighting • Deploying troops • Waiting to see the result
- 16. 2 Games in One • Building a Clan • Accumulating wealth Resource Management • Investing in buildings • Training Soldiers • Fighting Puzzle • Deploying troops • Waiting to see the result
- 17. Virtual Economy in Clash of Clans • Perfect balance • Time is always missing
- 18. Clash of Clans in the Model Tip Clash of Clans Focus on Earning Multiple ways to earn. Virtual goods impact earning Starting Balance > 0 YES Virtual goods don‟t last Soldiers are killed, buildings are destroyed Number of Currencies 2 Soft currencies, 1 Hard Interesting Store Each items have multiple levels. Complex unlocking rules
- 19. Section 3 5 Tips for Store Design
- 20. Tip 1 – Item attributes • Product Comparison • Reduced Complexity • Allow easy modification
- 21. Tip 2 – Meta and ROI Items • Items that are “no brainer” • Coin magnet • Double coins • Currency Limitations • Gold storage
- 22. Tip 3 – Double Verification • Verifying „soft‟ transactions • Reduces the mental difference • Get the player used to verifying • Make actual purchase easy
- 23. Tip 4 – Hard Items • Some items are only available for hard currency purchases
- 24. Tip 5 – Levels/Upgrades • Selling different levels of the same item • Shopping becomes an achievement • Keeps store fresh • Simplifies store
- 25. Section 4 CSR RACING CASE STUDY
- 26. CSR RACING • $12M / Month • Users spend more than 50% in Store
- 27. 2 Games in One • Building a Car Fleet • Accumulating wealth • Investing in Cars and Upgrading • Tuning Car • Racing • Shifting Gears • Waiting to see the result
- 28. 2 Games in One • Building a Car Fleet • Accumulating wealth Resource Management • Investing in Cars • Tuning Car • Racing Action / Puzzle • Shifting Gears • Waiting to see the result
- 29. Store
- 30. Stupid Simple • Virtual Goods • Cars (with levels) • Only 5 upgrades (with levels) • Infinite combinations • Everything is translated to 4 attributes
- 31. CSR Racing in the Model Tip CSR Racing Item Attributes Everything boils down to 4 attributes Meta and ROI Items No specific item but it‟s an ROI driven game Double Verification Yes Number of Currencies 1 Hard, 1 Soft Interesting Store Everything is in levels Infinite options
- 32. FACEBOOK.COM/THE.SOOMLA.PROJECT BLOG.SOOM.LA PROJECT@SOOM.LA Yaniv Nizan, Feb 2013