Fuse Powered CEO, Jon Walsh, presented "Reinventing Monetization" at Gaming Insiders Summit in San Francisco. This talk discusses monetization opportunities and how to cater to players' needs. To learn more, visit: fusepowered.com

1. Reinventing
monetization
Presented at Gaming Insiders,
September 24, 2015

2. The free-to-play space is
Increasingly sophisticated
Players’ expectations have evolved

3. freemium fundamentals
© 2015 Fuse Powered, Inc.All Rights Reserved.

4. You have to get both right
ADS2IAP 1

5. Engagement
monetization

6. Era of personalization

7. PLAYERSare as DIVERSE
as any other type of customer

9. Disengaged whale
early game minnow
Firstdayuser
lategamenon-payinguser
minnow
late game minnow
Ignored previous offers
mid
Gamedolphin
VIPuser
young minnow
Late Game whale
Disengaged
dolphin
mid-game
whale
MidGameRewardedVideoUse
Users with poor win ratios
buys
permanent
upgrades
$5/Month
User who Purchase
Cosmetic items
DiscountOnlyUser
User who’ve
Been playing
Since launch
Users who completed the FTUE
Late game
d o l p h i n
Disengaged
m i n n o w

10. You need to have
tools to succeed

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

12. Mobile game playbook

13. 1
2
3
3

14. deliver the right offer at the right time

15. Building Your

16. 2
3
4
1
4

17. Pre-productionYou need a monetization plan

18. productionIntegrating the monetization plan

19. The first 48 hoursEvaluate which plays are effective

20. Live optimizationRefine your playbook

21. It depends on your game

22. engagement
Conversion
Spend
volume
Highvolume:Popthelock

23. engagement
Conversion
Spend
volume
Highengagement:CandyCrush

24. engagement
Conversion
Spend
volume
Highspend:hearthstone

25. 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

26. Executing
plays

27. Guide
your
players
Personalization
Timing
value

28. Playervalue
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

29. Disengaged players?

30. each
Summary

31. Questions?

32. Thank you!
jwalsh@fusepowered.com