모바일 게임 유료화 사례 분석 - Future Fight

1. Kiyat Games, Inc. Proprietary and Confidential
Kiyat Games
Monetization Test II
Marvel Future Fight
by NetMarble

2. Kiyat Games, Inc. Proprietary and Confidential
What’s purchasable with cash?
● Premium Currency : Crystals!
○ $2.80 : 165 Crystals (1:58.9 ratio)
○ $4.67 : 275 Crystals (1:58.9 ratio)
○ $9.34 : 550 Crystals (1:58.9 ratio)
○ $28.01 : 1650 Crystals (1:58.9 ratio)
○ $46.68 : 2750 Crystals (1:58.9 ratio)
○ $93.35 : 5500 Crystals (1:58.9 ratio)
○ Every purchase is equal in its value
○ BOGO promotion going on currently for each purchase
● Beginner’s Package (named Special Pack)
○ Three packages available (Special Pack #1, #2, #3) - One time purchase only
○ Priced @ $4.67, $28.01, $46.68 respectively
○ Package vs. Regular Purchase : less Crystals but adds other goodies
○ Overall, Special Packs are more valuable than Crystal purchase.

3. Kiyat Games, Inc. Proprietary and Confidential
What can you do with Crystals?
● Dimension Chest and Hero Chest
○ Dimension Chest : Gacha box that can provide either a hero, hero fragments, equipment
○ Hero Chest : Gacha box that can provide a random hero
● Other in-game resources : Energy & Gold
○ Energy is stamina that allows players to battle, and Golds are used for different upgrades

4. Kiyat Games, Inc. Proprietary and Confidential
What can you do with Crystals?
● Boosters
○ EXP and Gold boosters
● Hero Packs
○ Allows direct purchase of heroes of certain type (Combat, Blast, Speed, Universal)

5. Kiyat Games, Inc. Proprietary and Confidential
What can you do with Crystals?
● Uniforms
○ Costume system that enhances hero aesthetics and basic stats
● Battle Respawn
○ Allows users to respawn heroes when defeated in a battle

6. Kiyat Games, Inc. Proprietary and Confidential
Can non-paying users gather Crystals?
● Daily Check-in Reward
○ ~100 Crystals in a month (~$2.00 worth)
● Reach max level for each hero
○ ~20 Crystals per each hero maxed
○ 45 heroes in the current version -> 900 Cyrstals

7. Kiyat Games, Inc. Proprietary and Confidential
Can non-paying users gather Crystals?
● Completing all Daily Achievement
○ 25 Crystals per day
● Making in-game friends and inviting FB friends
○ Offers various number of Crystals
** Difficult to gather Crystals as non-paying users. More so than other RPG games.

8. Kiyat Games, Inc. Proprietary and Confidential
Premium Currency Usage Tutorial?
● Yes.
○ Once during the tutorial
○ The tutorial provides 100x Crystals. Then users are forced to buy 1x “Dimension Chest”
that draws a random hero.

9. Kiyat Games, Inc. Proprietary and Confidential
Monthly Ticket / VIP Mode ?
● Monthly Ticket (Named Tony Stark’s Stash)
○ $3.73
○ Provides 200 Crystals instantly, then 75 Crystals each day for next 30 days
○ Total of 2450 Crystals ($41.50 worth -> 1115% value of regular purchase)
● VIP
○ VIP levels available from level 1 ~ 15
○ VIP 1 requires 200 Crystal purchase -> need to spend $3.73 minimum
○ VIP 1 receives only 1 benefit whereas VIP 15 receives 15 benefits
○ First conversion doesn’t give you that much by becoming VIP 1.
○ VIP system prevalent in Asian games, but not found in Western games.

10. Kiyat Games, Inc. Proprietary and Confidential
Monetization UI
● “+” button at the top of the main screen & “Shop” button at the bottom
○ Sales and promotions are shown at the very bottom of the main screen in a scrolling
text style (Kiyat prefers this method over bombarding with pop ups)

11. Kiyat Games, Inc. Proprietary and Confidential
Monetization UI
● “+” button opens the Crystal tab of Shop.
● “Shop” button opens Shop menu. Users will need to navigate to Crystal tab to get to
purchase option.
● Tapping any of these items brings user to the transaction screen. 2 steps to purchase!

12. Kiyat Games, Inc. Proprietary and Confidential
So what’s $5 worth in game?
● ~ 275 Crystals
● VIP Level 1
● ~ 30,000 Gold
● 1 Dimension Chest
● ~ 180 Energy refill
● Any of two EXP and/or Gold 1-day boosters
● 11 Respawns from defeated battles

13. Kiyat Games, Inc. Proprietary and Confidential
Conclusion
● Paying users will have significant advantages over non-paying users due to numerous
benefits that Crystals provide
● Offers complex monetization system with more than 1 purchasable goods
● Does not bombard users with promotions, packages, sales, and pop-ups. Maybe because
there is only one product to sell that there is not many options for promotions.