What Ha ppens When All the Whales a re                  E x tin c t ?Caroline Howes, C.O.O & Co-FounderCaroline@playmob.co...
- Free To Play- Current Monetization Landscape     - Future Opportunities        - Early Examples     - (tiny) PlayMob plu...
FREE-TO-PLAY (orFREEMIUM) is THE way forward for social and    mobile games.
80/20 Rule for VG’s too.....                 This is a Virtual Tractor - or Virtual Good.
80/20 Rule for VG’s too.....                Virtual goods used to decorate your avatar......
80/20 Rule for VG’s too.....                      .... give Avatars Energy.....
80/20 Rule for VG’s too.....                     .... or even Extra Life packs!
Whales & Other Payers     Whales = 10% of Payers = ARPPU of $20     Dolphins = 40% of Payers = ARPPU of $5     Minnows = 5...
Why are Whales Important?                        Text  10% Responsible for almost 45% of game income
Crowded Market....
‘Philanthropy is the new       Marketing’    Biz Stone, co-founder, Twitter                            SXSW2012
The model in the Real World...                                        1 pack of Pamper = 1 Vaccination 1 sandwich = 10p to...
Examples in Gaming World              $1.5mil in 5 Days,              nearly $3mil total
Examples in Gaming World      - Helped construct 3 classroom building          112 Students, 3 teachers in Haiti;        -...
Examples in Gaming World            25,000 trees planted
Which One Are You?                Make a Difference              Increase Conversions            Stand out from the Crowd
PlayMob Campaigns     A ThanksGiving campaign was run in November 2011, where virtual food hats were sold      to raise fu...
Crowded Market....
Whales Risk Extinction...    More games competing for their attention       More reliance on free-to-play models  Need to ...
Charity InspiredMonetization Campaigns are the WAY forward
Thank You                   For further information on                    PlayMob please contact:Caroline Howes - C.O.O.  ...
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What Happens When All The Whales Are Extinct

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My presentation to Facebook Developer Garage London in March 2012. Looking at F2P business model for games, current monetization tactics, why these are increasingly risky, and what we think developers ought to do going forward to help them Stand out from the Crowd, Increase their Monetization, and above all, make a Difference in the Real World.

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  • What Happens When All The Whales Are Extinct

    1. 1. What Ha ppens When All the Whales a re E x tin c t ?Caroline Howes, C.O.O & Co-FounderCaroline@playmob.com March, 2012
    2. 2. - Free To Play- Current Monetization Landscape - Future Opportunities - Early Examples - (tiny) PlayMob plug! - Summary
    3. 3. FREE-TO-PLAY (orFREEMIUM) is THE way forward for social and mobile games.
    4. 4. 80/20 Rule for VG’s too..... This is a Virtual Tractor - or Virtual Good.
    5. 5. 80/20 Rule for VG’s too..... Virtual goods used to decorate your avatar......
    6. 6. 80/20 Rule for VG’s too..... .... give Avatars Energy.....
    7. 7. 80/20 Rule for VG’s too..... .... or even Extra Life packs!
    8. 8. Whales & Other Payers Whales = 10% of Payers = ARPPU of $20 Dolphins = 40% of Payers = ARPPU of $5 Minnows = 50% of Payers = ARPPU of $1 (thanks to Nicolas Lovell, GamesBrief, for above stats -> http://www.gamesbrief.com/2011/11/arppu-in-freemium-games/ )
    9. 9. Why are Whales Important? Text 10% Responsible for almost 45% of game income
    10. 10. Crowded Market....
    11. 11. ‘Philanthropy is the new Marketing’ Biz Stone, co-founder, Twitter SXSW2012
    12. 12. The model in the Real World... 1 pack of Pamper = 1 Vaccination 1 sandwich = 10p to homeless shelter 1 smoothie = 5p to homeless shelter
    13. 13. Examples in Gaming World $1.5mil in 5 Days, nearly $3mil total
    14. 14. Examples in Gaming World - Helped construct 3 classroom building 112 Students, 3 teachers in Haiti; - Helped feed 30,000 people in Haiti
    15. 15. Examples in Gaming World 25,000 trees planted
    16. 16. Which One Are You? Make a Difference Increase Conversions Stand out from the Crowd
    17. 17. PlayMob Campaigns A ThanksGiving campaign was run in November 2011, where virtual food hats were sold to raise funds for Thanks Giving meals for homeless children and families in New York. Over 700 people were fed thanks to this campaign.Some Testimonials From Our Partners“The partnership between PlayMob and PerBlue has set the bar for virtual giving campaigns. We are sohappy with the final results of the initiative. PK has some of the most generous players around, thank you toall who gave.” Justin Beck, CEO, PerBlue
    18. 18. Crowded Market....
    19. 19. Whales Risk Extinction... More games competing for their attention More reliance on free-to-play models Need to find ways to stand out and engage other players
    20. 20. Charity InspiredMonetization Campaigns are the WAY forward
    21. 21. Thank You For further information on PlayMob please contact:Caroline Howes - C.O.O. www.playmob.comEmail: caroline@playmob.com Facebook: PlayMobTwitter: @howescaroline Twitter: @playmob

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