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

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Josh Burns, Associate Director of Product at 6waves, presented at our SF Game Monetization event on May 9th, 2012. Check out the SF Game Monetization meetup: http://www.meetup.com/SFGameMonetization/

In this presentation, Josh shares his learnings from working on hit Facebook games such as Kingdoms of Camelot and Ravenwood Faire.

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  • - Show low price point item on the side. Picture of item worth 1fbc
  • - New birds are what generates the most revenue in Birdland- it is important that this is the first offer the player sees upon entering the game.
  • Comparison between March 5th and March 6th data:Daily Revenue: Increased 24%Pay Rate: Increased 28%ARPU: increased 120%Remove dates/blow up graphRemove different peaksOn the bottom write time, on the side write metricsFind announcement if possible
  • Compare this with the daily login bonus for sunny beach. Sunny beach initially gave coins as the reward, but the difference was that they rewarded the user with the same number of coins every day he/she returned. In this case, a higher reward for every day they come back is a greater incentive.
  • Note the item is exclusive to the daily login bonus.Remove data, show only as an example of well implemented daily login bonus.
  • Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves

    1. 1. Best Practices for MaximizingRevenue in Free to Play Games Josh Burns Associate Director, Products 6waves
    2. 2. INTRO
    3. 3. What do we do?Distribution Game Advisory Full Service Global Game Publishing Hosting Localization
    4. 4. Why should you listen to us?
    5. 5. BEST PRACTICE #1INSTANT COMPLETION
    6. 6. Instant Completion
    7. 7. 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.
    8. 8. Instant CompletionDAILY REVENUE: PAY RATE: ARPU: 125% Increase 43% Increase 60% Increase
    9. 9. BEST PRACTICE #2PROPER MERCHANDISING
    10. 10. Proper Merchandising BEFORE AFTERA larger image of the new item easily grabs the player’s attention
    11. 11. Proper MerchandisingDAILY REVENUE: 24% Increase PAY RATE: 28% Increase ARPU: 120% Increase
    12. 12. BEST PRACTICE #3SELECT ALL FRIENDS
    13. 13. Select All Friends
    14. 14. Select All Friends Select All Friends implementedInviteRequests DAU Date (Days)
    15. 15. Select All Friends
    16. 16. BEST PRACTICE #4PLAYER BONUSES FOR RETENTION
    17. 17. 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.
    18. 18. Player Bonuses for Retention PLAY RATE: 11% increase
    19. 19. 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.
    20. 20. 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.
    21. 21. Player Bonuses for Retention
    22. 22. BEST PRACTICE #5PAYMENT PAGE OPTIMIZATION Confidential 22
    23. 23. Payment Page Optimization BEFORE
    24. 24. Payment Page Optimization Screen fold AFTER
    25. 25. Payment Page Optimization Avg. Revenue per Paying User
    26. 26. 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
    27. 27. BEST PRACTICE #6PREMIUM CURRENCY SALE Confidential 27
    28. 28. 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?
    29. 29. Premium Currency Sale
    30. 30. 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)
    31. 31. 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
    32. 32. BEST PRACTICE #7IN-GAME DISCOUNT CARD Confidential 32
    33. 33. In-Game Discount Card
    34. 34. In-Game Discount Card
    35. 35. BEST PRACTICE #8TRY BEFORE YOU BUY
    36. 36. Try Before You Buy
    37. 37. Try Before You Buy
    38. 38. Try Before You Buy
    39. 39. BEST PRACTICE #9PRESS YOUR LUCK
    40. 40. Press Your Luck
    41. 41. Press Your Luck
    42. 42. BEST PRACTICE #10MYSTERY CRATES
    43. 43. Mystery Crates
    44. 44. BEST PRACTICE #11CROSS-BREEDING
    45. 45. Cross-Breeding
    46. 46. Cross-Breeding
    47. 47. Cross-Breeding
    48. 48. Cross-Breeding
    49. 49. Josh Burns:josh@6waves.comPublishing Inquiries:bd@6waves.com Confidential 49

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