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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Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves
- 1. Best Practices for Maximizing Revenue in Free to Play Games Josh Burns Associate Director, Products 6waves
- 2. INTRO
- 3. What do we do? Distribution Game Advisory Full Service Global Game Publishing Hosting Localization
- 4. Why should you listen to us?
- 5. BEST PRACTICE #1 INSTANT COMPLETION
- 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. Instant Completion DAILY REVENUE: PAY RATE: ARPU: 125% Increase 43% Increase 60% Increase
- 9. BEST PRACTICE #2 PROPER MERCHANDISING
- 10. Proper Merchandising BEFORE AFTER A larger image of the new item easily grabs the player’s attention
- 11. Proper Merchandising DAILY REVENUE: 24% Increase PAY RATE: 28% Increase ARPU: 120% Increase
- 12. BEST PRACTICE #3 SELECT ALL FRIENDS
- 14. Select All Friends Select All Friends implemented Invite Requests DAU Date (Days)
- 16. BEST PRACTICE #4 PLAYER BONUSES FOR RETENTION
- 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. Player Bonuses for Retention PLAY RATE: 11% increase
- 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. Player Bonuses for Retention No cap for consecutive daily logins. Players are offered their pick of bonus Players receive different bonuses each gifts. Additional “picks” are given for day. each consecutive daily login.
- 21. Player Bonuses for Retention
- 22. BEST PRACTICE #5 PAYMENT PAGE OPTIMIZATION Confidential 22
- 23. Payment Page Optimization BEFORE
- 24. Payment Page Optimization Screen fold AFTER
- 25. Payment Page Optimization Avg. Revenue per Paying User
- 26. Payment Page Optimization How 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. BEST PRACTICE #6 PREMIUM CURRENCY SALE Confidential 27
- 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?
- 30. Premium Currency Sale Revenue $$$$$$$ Buy 1 Get 2 Free Events Notice the increased frequency of promotions will not reduce the revenue in the later periods Date (Days)
- 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. BEST PRACTICE #7 IN-GAME DISCOUNT CARD Confidential 32
- 35. BEST PRACTICE #8 TRY BEFORE YOU BUY
- 36. Try Before You Buy
- 37. Try Before You Buy
- 38. Try Before You Buy
- 39. BEST PRACTICE #9 PRESS YOUR LUCK
- 40. Press Your Luck
- 41. Press Your Luck
- 42. BEST PRACTICE #10 MYSTERY CRATES
- 43. Mystery Crates
- 45. Cross-Breeding
- 46. Cross-Breeding
- 47. Cross-Breeding
- 48. Cross-Breeding
- 49. Josh Burns: josh@6waves.com Publishing Inquiries: bd@6waves.com Confidential 49
Editor's Notes
- - 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.