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Social Game Monetization Mechanics
 

Social Game Monetization Mechanics

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    Social Game Monetization Mechanics Social Game Monetization Mechanics Presentation Transcript

    • JiaShen
      Monetization Game MechanicsSocial Games
    • Maximize % of paying users
      3-5% of paying users on average
      High end is 10-15%
      50% of these users rebuy
      People either don’t spend or spend a lot
      Free-2-Play -> it’s a user acquisition funnel
    • Number One Monetization Strategy:
      Create Perceived Value
      Perceived Value
      The key to all monetization
      Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality
      The Physical (or Virtual) Manifestation of Perceived Value is: Currency
      Castle Age
    • Perceived Value
      Self Expression Items
      Competitive Items
      Stats
      Upgrades
      Temporary stats
      Consumables
      Progress / Level
      Ultimately converts to currency
    • Time creates desire
      You want what you can’t have
      You want it NOW
      If its too easy, you don’t want it
    • Limited and Premium Items
      Premium
      You just gotta pay to play
      Limited
      Get it now or you’ll never see it again. Maybe
      Warstorm
      Social City
    • Level Locking
      Providing the Hope of Future Entertainment
      By providing visible goals and achievements, users are given a clear incentive to continue gameplay
      Allows for a tightly-regulated system of item release and pacing of users
      Nightclub City
      Frontierville
    • Chance
      First ones free
      Collectibles
      Age old mechanic to extend out perceived value
      Roulette
      Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
      Frontierville
      Social City
    • Time Savers / Boosters
      Speed it up
      Quick Refill
      Every Stat can be filled right now so you can progress NOW
      Time Boost
      Less tangible than instant, but makes for better balancing
      Backyard Monsters
    • Level Tuning
      Throw users into a “lifetime” to earn value
      New User Flow
      Level up a new user quickly in order to create a sense of quick accomplishment and value
      Start with instant gratification
      Growth Curve Dynamics
      Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
      User Loss
      Monitor user levels and tweak according to user drop off
      Nightclub City
      Frontierville
      Nanosiege
    • Summaries…
      Maximize % of Paying users
      Design Perceived Value
      Limit access to value
      Creates demand
      Ups retention because user derives value
    • Thank you!