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Boosting Revenue: Monetization Practices for Digital Merchants
 

Boosting Revenue: Monetization Practices for Digital Merchants

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How can you boost revenue for digital goods? See key trends and lessons from PlaySpan on monetizing digital goods.

How can you boost revenue for digital goods? See key trends and lessons from PlaySpan on monetizing digital goods.

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Boosting Revenue: Monetization Practices for Digital Merchants Boosting Revenue: Monetization Practices for Digital Merchants Presentation Transcript

  • Boosting Revenue:Monetization Practices for Digital Merchants
    Mark Rose
    VP Product Management
    PlaySpan
    Dave Glaser
    VP Global Services
    CyberSource
  • The Digital Goods Environment
    Models
    Future
    Free to Play
    Connected TV
    Fixed Price
    Social
    Networks
    PC
    Mobile
    Console
    Platforms
    Subscriptions
    Micro-
    Transactions
    Content
    Hybrid
    Games
    Apps
    Video
    Education
    Online / Social Media
  • Make a great user experience
    Have the right support tools
    Case Study
    Next Steps
  • Make a great user experience
  • Create an in-app 1-click experience
  • Present Options Relevant to Customer
    Dynamic Currency Conversion
    Local Language
    Auto Display Relevant Payment Types
    Reduces
    PCI DSS Scope
  • Make the payment process seem like part of the game
  • In-app Subscriptions
  • Virtual currency ewallet
    1
    One-click purchases
    2
    1
    In-gamestorefrontmaximizesimmersion
    3
    5
    Recommendationengine & contextualcommerce
    2
    4
    Catalogmanagement
    3
    4
    5
    Conversion uplift, higher ARPU, increased retention
    In-app Wallets and Store Fronts
  • Support Tools
  • Smart Analytics
    Increase conversion through roles-based immediate data insight
  • Smart Analytics
  • Increase Revenue
    Analytics Insight Example
  • Increase Revenue
    Mexico City
  • Increase Revenue
    Dubai
  • Increase Revenue
    Mexico City
    $20 average payment
  • Increase Revenue
    Dubai
    $40 average payment
  • Smart Analytics
  • Manage Subscriptions
  • Create & Manage Private Virtual Currencies
  • Manage Catalogues, Items and Pricing
  • Fraud Management
    • In-house expertise (24x7)
    • Rapid response
    • Spot sampling & review
    • Refund users preemptively
    • Detailed investigation reports
    • Represent and challenge chargebacks
    Constant Review
    CyberSource Decision Manager + Digital Add-ons
  • Case Study
  • Dungeons & Dragons Online Relaunch
    Premium Subscription MMO Next-Generation Business Model
    Based on original D&D RPG
    First AAA MMO to embrace free to play
    In depth e-commerce system
    Scaled for large population gains
    Hybrid model with premium subscriptions
  • Principles
    Give Customers Choices
    Time vs. money
    Unlimited access vs. a la carte
    Build the Right Model
    Don’t sell end-game loot
    Preserve value of new content
    More Toll-Gates vs. Too Few
  • Model Impact
    Subscription Model
    F2P w/Microtransactions
    Product Appeal
    Product Appeal
    Subscription Price
    Market Size
    Market Size
  • Common Myths
    “Hybrid Models Don’t Work”
    “Subscription and MTX can’t co-exist”
    “You’ll lose your subscribers”
    Reality
    • Concurrencies up 10X
    • Revenues 3X in Asia
  • 28
  • Results
    Reduced acquisition costs
    3x ad banner click-through rates vs. previous
    Subscriptions up
    Subscriber acquisition up 15%
    Reacquisition up 40% since F2P announcement
    > 5x concurrencies since launch
    22% of players transacting in store
    70% cart to checkout rate
    Customers not afraid to spend money
    500% increase in revenues
  • Constant Fine Tuning Post-Launch
    Free vs. Premium
    Adjust Store Pricing
    New Store Items / Services
    Re-spec Options
    Character Transfer
    Price Plans & Service Levels
    Tiered VIP Plans?
    Product Bundles?
  • Merged
    Application Investigation/Sign-up: CyberSource Account Manager
    Integration Assistance: CyberSource Global Services
    Subscription/Billing Optimization: Solution Assessment