July 20-22 2010<br />Casual Connect Seattle 2010<br />Creating Successful Games:Lessons in Virtual Currency<br />Josh Lars...
2<br />Who is Mochi Media?<br />Company’s mission is to build a ubiquitous game monetization and distribution platform<br ...
3<br />Our Virtual Goods Dataset<br />Launched Mochi Coins in July 2009<br />Since then, over 170 Coins games launched<br ...
4<br />Lessons from launching a virtual currency<br />Listen to your customers<br />Got it right: 30+ feedback sessions wi...
TOP FIVE tips <br />Lessons from Mochi Coins Virtual Economy for Developers:<br />5<br />
6<br />#1: Pick the right virtual goods<br />Accelerators<br />Additional Levels / Modes<br />Aesthetics<br />Consumables<...
7<br />Accelerators<br />Items that help player progress thru game, providing shortcut or multiplier effect.<br />
8<br />Additional Levels / Modes<br />Additional gameplay offered to your fans thru purchase of extra levels or stages (no...
9<br />Aesthetics<br />Items for pure fun / appearance value.<br />
10<br />Consumables<br />Items for purchase that deplete with use (e.g. cash, health, etc.).<br />
11<br />Full Unlock<br />Part of the game is free, full game or all items/levels unlocked by purchase.<br />
12<br />Item Unlock<br />Items that help player progress thru the game (and are obtainable thru another way).<br />
13<br />Powerups<br />Items that make gameplay easier or more interesting. <br />
14<br />#1: Pick the right virtual goods (cont’d) - <br /><ul><li>Items that enhance/ease gameplay are majority of revenue...
15<br />#2: Price accordingly and offer real value<br />Cheap / free items can incent adoption; packages can drive higher ...
16<br />#3: Show off the goods<br />Location, Location, Location<br />Readily-accessible store, and items/levels visible f...
17<br />#3: Show off the goods (cont’d)<br />Detailed descriptions, and even video, can highlight the benefits of your vir...
18<br />#4: Evolve your game and develop IP<br />Thru Live Updates, can push new items, levels, maps and other features<br...
19<br />#4: Evolve your game and develop IP (cont’d)<br />Leverage assets of traditional retail launches for sequels:<br /...
20<br />#4: Evolve your game and develop IP (cont’d)<br />Bloons on Real Housewives of New Jersey!!<br />
21<br />#5: Tap into social motivations<br />Feed users’ competitive nature with high scores / leaderboards, which can mot...
22<br />#5: Tap into social motivations (cont’d)<br />Gifting expands your player base, and highlights items<br />
23<br />RECAP: LESSONS LEARNED<br />Lessons from Launching a Virtual Currency:<br />#1: Listen to your customers<br />#2: ...
24<br />Other resources<br />Mochi Wiki: http://wiki.mochimedia.com/<br />Mr. Shen: alexander@mochimedia.com<br />Josh Lar...
25<br />QUESTIONS?<br />
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Lessons In Virtual Currency: Josh Larson, President & COO Mochi Media, Inc.

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Josh Larson, President and COO of Mochi Media, Inc., gives a presentation at Casual Connect in Seattle: "Creating Successful Games: Lessons In Virtual Currency".

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Lessons In Virtual Currency: Josh Larson, President & COO Mochi Media, Inc.

  1. July 20-22 2010<br />Casual Connect Seattle 2010<br />Creating Successful Games:Lessons in Virtual Currency<br />Josh Larson<br />President & COO, Mochi Media<br />
  2. 2<br />Who is Mochi Media?<br />Company’s mission is to build a ubiquitous game monetization and distribution platform<br />World’s largest browser-based game network:<br />#1 in comScore for online games<br />150,000,000 monthly active unique users<br />40,000 publisher websites<br />20,000 unique games<br />4,000 active developers<br />
  3. 3<br />Our Virtual Goods Dataset<br />Launched Mochi Coins in July 2009<br />Since then, over 170 Coins games launched<br />Early successes:<br />Top games grossing $X00,000s in revenue with dev cycles of 3 months or less<br />Attracting tens of millions of game plays<br />Typical games to date are single-player and browser-based<br />Nearly all are ads-enabled as well<br />Over 650 non-free items for sale across a variety of transaction types (items, levels) and genres <br />
  4. 4<br />Lessons from launching a virtual currency<br />Listen to your customers<br />Got it right: 30+ feedback sessions with developers / publishers; company-wide customer interaction<br />Got it wrong: Didn’t prioritize consumables for launch<br />Utilize beta period<br />Got it right: Ensured product stability and produced data for all stakeholders at formal launch<br />Got it wrong: Thought retro-fitting games with transactions would produce results <br />Support top payment categories<br />Got it right: Incremental revenue gained from mobile and offers, achieving roughly ~10% gains<br />Got it wrong: A lot of options, challenge is finding point of diminishing returns with limited engineering & BD resources<br />
  5. TOP FIVE tips <br />Lessons from Mochi Coins Virtual Economy for Developers:<br />5<br />
  6. 6<br />#1: Pick the right virtual goods<br />Accelerators<br />Additional Levels / Modes<br />Aesthetics<br />Consumables<br />Full Unlock<br />Item Unlock<br />Powerup<br />
  7. 7<br />Accelerators<br />Items that help player progress thru game, providing shortcut or multiplier effect.<br />
  8. 8<br />Additional Levels / Modes<br />Additional gameplay offered to your fans thru purchase of extra levels or stages (not unlockable thru normal gameplay).<br />
  9. 9<br />Aesthetics<br />Items for pure fun / appearance value.<br />
  10. 10<br />Consumables<br />Items for purchase that deplete with use (e.g. cash, health, etc.).<br />
  11. 11<br />Full Unlock<br />Part of the game is free, full game or all items/levels unlocked by purchase.<br />
  12. 12<br />Item Unlock<br />Items that help player progress thru the game (and are obtainable thru another way).<br />
  13. 13<br />Powerups<br />Items that make gameplay easier or more interesting. <br />
  14. 14<br />#1: Pick the right virtual goods (cont’d) - <br /><ul><li>Items that enhance/ease gameplay are majority of revenue</li></ul>Source: Mochi Coins economy, July 2009 – June 2010.<br />
  15. 15<br />#2: Price accordingly and offer real value<br />Cheap / free items can incent adoption; packages can drive higher price & revenue<br />Bundles represent 8% of revenue<br />Source: Mochi Coins economy, July 2009 – June 2010.<br />
  16. 16<br />#3: Show off the goods<br />Location, Location, Location<br />Readily-accessible store, and items/levels visible from outset and in-game will get things seen<br />
  17. 17<br />#3: Show off the goods (cont’d)<br />Detailed descriptions, and even video, can highlight the benefits of your virtual goods<br />
  18. 18<br />#4: Evolve your game and develop IP<br />Thru Live Updates, can push new items, levels, maps and other features<br />Change Pricing, Items, Analyze, Iterate, Rinse, Repeat<br />New Content<br />Distribution<br />Site Locked<br />
  19. 19<br />#4: Evolve your game and develop IP (cont’d)<br />Leverage assets of traditional retail launches for sequels:<br />Trailer<br />Email Outreach<br />Cross-Promo from other games<br />Bloons TD4 Email Blast<br />Shadez 2 Trailer<br />
  20. 20<br />#4: Evolve your game and develop IP (cont’d)<br />Bloons on Real Housewives of New Jersey!!<br />
  21. 21<br />#5: Tap into social motivations<br />Feed users’ competitive nature with high scores / leaderboards, which can motivate purchase<br />Social Leaderboards<br />Scores from Facebook Friends<br />Sharing your Scores & Achievements<br />
  22. 22<br />#5: Tap into social motivations (cont’d)<br />Gifting expands your player base, and highlights items<br />
  23. 23<br />RECAP: LESSONS LEARNED<br />Lessons from Launching a Virtual Currency:<br />#1: Listen to your customers<br />#2: Utilize a beta period<br />#3: Support top payment categories<br />Top Five Tips for Developers:<br />#1: Pick the right virtual goods<br />#2: Price accordingly and offer real value<br />#3: Show off the goods<br />#4: Evolve your game and develop IP<br />#5: Tap into social motivations<br />
  24. 24<br />Other resources<br />Mochi Wiki: http://wiki.mochimedia.com/<br />Mr. Shen: alexander@mochimedia.com<br />Josh Larson: josh@mochimedia.com<br />
  25. 25<br />QUESTIONS?<br />

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