How to make money when   everything is free         Nicholas Lovell      Children’s Media Conference              July 6th...
BUY IT  ONAMAZON RIGHT NOW!
Enough advert
What do these have in common?
They made a lot of money• Top grossing games on iOS in 2011• Estimated revenue >$30m each
How much do players spend?• What is the average transaction value for an  in-app purchase on a smartphone in the US?      ...
Seriously, how much?               • 51% of the                 revenue                 comes from                 transac...
Price and value
So how do we make money?
What are we selling?
One-size-fits-all pricing is deadPRICE   Revenue        opportunity                      Marketing opportunity            ...
Some thoughts on kids
What changes when you work          with kids?• Targeting “whales” has questionable ethics• Use free to start, become a “t...
Morph – a thought experiment        Business model 1  Make an iPhone App  Offer a Free version and a 99¢ game        Bus...
It’s all about the curvePRICE   Revenue        opportunity                      Marketing opportunity                     ...
Thank younicholas@gamesbrief.com   Follow my blog www.gamesbrief.com   Buy Mind Games
How to make money when everything is free
How to make money when everything is free
How to make money when everything is free
How to make money when everything is free
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How to make money when everything is free

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How do you make money when everything is free?
The secret is in realising that free is only one end of the demand curve: the other end is fans of your work who are delighted to give you money.
This short talk covers monetisation, revenue, the ethics of free-to-play for children's content and much more.

Slides from The Children's Media Conference, Sheffield, 6th July 2012

Published in: Business, Technology
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How to make money when everything is free

  1. 1. How to make money when everything is free Nicholas Lovell Children’s Media Conference July 6th, 2012
  2. 2. BUY IT ONAMAZON RIGHT NOW!
  3. 3. Enough advert
  4. 4. What do these have in common?
  5. 5. They made a lot of money• Top grossing games on iOS in 2011• Estimated revenue >$30m each
  6. 6. How much do players spend?• What is the average transaction value for an in-app purchase on a smartphone in the US? $14
  7. 7. Seriously, how much? • 51% of the revenue comes from transactions worth > $20 • 30% comes from transactions worth > $50
  8. 8. Price and value
  9. 9. So how do we make money?
  10. 10. What are we selling?
  11. 11. One-size-fits-all pricing is deadPRICE Revenue opportunity Marketing opportunity Demand
  12. 12. Some thoughts on kids
  13. 13. What changes when you work with kids?• Targeting “whales” has questionable ethics• Use free to start, become a “trusted brand”• Cross-promotion becomes ever more important• Aim to “own a shelf”• You are not selling product any more. You are building a service and a relationship• Over-deliver
  14. 14. Morph – a thought experiment Business model 1  Make an iPhone App  Offer a Free version and a 99¢ game Business model 2 Make a free iPhone App Incorporate ads for a limited edition, 1,000-only print of the original Morph, framed for your wall for $999 Conversion rate of 0.1% = same revenue (oh, no 30% to Apple)
  15. 15. It’s all about the curvePRICE Revenue opportunity Marketing opportunity Demand
  16. 16. Thank younicholas@gamesbrief.com Follow my blog www.gamesbrief.com Buy Mind Games

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