Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves

Best Practices for MaximizingRevenue in Free to Play Games Josh Burns Associate Director, Products 6waves

What do we do?Distribution Game Advisory Full Service Global Game Publishing Hosting Localization

Why should you listen to us?

BEST PRACTICE #1INSTANT COMPLETION

Instant Completion

Instant Completion• “Finish Instantly” allows players to use Facebook credits to complete a training session instantly.• These accelerators are priced modestly to lower the barrier to purchase.

Instant CompletionDAILY REVENUE: PAY RATE: ARPU: 125% Increase 43% Increase 60% Increase

BEST PRACTICE #2PROPER MERCHANDISING

Proper Merchandising BEFORE AFTERA larger image of the new item easily grabs the player’s attention

Proper MerchandisingDAILY REVENUE: 24% Increase PAY RATE: 28% Increase ARPU: 120% Increase

BEST PRACTICE #3SELECT ALL FRIENDS

Select All Friends

Select All Friends Select All Friends implementedInviteRequests DAU Date (Days)

Select All Friends

BEST PRACTICE #4PLAYER BONUSES FOR RETENTION

Player Bonuses for Retention• Player receives more coins for every day he/she comes back to the game• As the bonus get better each day, the player is incentivized to return to the game.

Player Bonuses for Retention PLAY RATE: 11% increase

Player Bonuses for Retention• Players must collect four parts to complete one item.• Encourages players to return to the game several days in a row.• Offers exclusive rewards that cannot be purchased in the game.

Player Bonuses for RetentionNo cap for consecutive daily logins. Players are offered their pick of bonusPlayers receive different bonuses each gifts. Additional “picks” are given forday. each consecutive daily login.

Player Bonuses for Retention

BEST PRACTICE #5PAYMENT PAGE OPTIMIZATION Confidential 22

Payment Page Optimization BEFORE

Payment Page Optimization Screen fold AFTER

Payment Page Optimization Avg. Revenue per Paying User

Payment Page OptimizationHow to increase the pay rate and ARPU?- Highlight the ‘Buy Coins’ button- Label and highlight the ‘Best Deal’ option- Make sure the ‘Best Deal’ option is above the fold (visible without scrolling down)- Give away special items when players buy the ‘Best Deal’ package- Set a higher threshold for the cheapest payment option, e.g. US$2 (20 Facebook Credit) Confidential 26

BEST PRACTICE #6PREMIUM CURRENCY SALE Confidential 27

Premium Currency Sale• Things we tried: – 25% - 75% discount on item sales – Time limited offers – Viral promotions (buy something and a friend of yours will also get it for free from you as a gift) – Bundle purchases• What worked best?

Premium Currency Sale

Premium Currency SaleRevenue$$$$$$$ Buy 1 Get 2 Free Events Notice the increased frequency of promotions will not reduce the revenue in the later periods Date (Days)

Buy 1 Get X Free• Best Practices – Always have item clearance sale at the same time as an item sale, to sink the currency out of the system at an accelerated rate; this prevents hoarding or stockpiling of premium currency – Seasonal item inventory (whose date has passed) is always a good target for a clearance MON TUE WED THU FRI SAT SUN Total 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins Purchased None $60 for $10 for $10 for $10 for $10 for $10 for $10 Spent 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins Balance 0 coins 0 coins 10 coins 0 coins 0 coins 0 coins 0 coins 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins Purchased $70 for $10 for $10 for $10 for $10 for $10 for $10 for $10 Spent 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins Balance 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins User spends 2x more than normal due to item sale

BEST PRACTICE #7IN-GAME DISCOUNT CARD Confidential 32

In-Game Discount Card

BEST PRACTICE #8TRY BEFORE YOU BUY

Try Before You Buy

BEST PRACTICE #9PRESS YOUR LUCK

Press Your Luck

BEST PRACTICE #10MYSTERY CRATES

Mystery Crates

BEST PRACTICE #11CROSS-BREEDING

Cross-Breeding

Josh Burns:josh@6waves.comPublishing Inquiries:bd@6waves.com Confidential 49

http://blog.betable.com	911
http://danielrparente.wordpress.com	755
http://gamesmarketer.com	558
https://twitter.com	40
http://www.twylah.com	11
https://si0.twimg.com	11
https://twimg0-a.akamaihd.net	11
http://s4585.sites.pressdns.com	6
http://us-w1.rockmelt.com	4
http://translate.google.com	4
http://leapf.org	2
http://translate.googleusercontent.com	2
http://gazeta.yandex.ru	1
http://ams.activemailservice.com	1
http://www.docseek.net	1

Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves

by Betable

Accessibility

Categories

Upload Details

Usage Rights

15 Embeds 2,318

Statistics