Boosting Revenue:Monetization Practices for Digital Merchants<br />Mark Rose<br />VP Product Management<br />PlaySpan<br /...
The Digital Goods Environment<br />Models<br />Future<br />Free to Play<br />Connected TV<br />Fixed Price<br />Social<br ...
Make a great user experience<br />Have the right support tools<br />Case Study<br />Next Steps<br />
Make a great user experience<br />
Create an in-app 1-click experience<br />
Present Options Relevant to Customer<br />Dynamic Currency Conversion<br />Local Language <br />Auto Display Relevant Paym...
Make the payment process seem like part of the game<br />
In-app Subscriptions<br />
Virtual currency ewallet<br />1<br />One-click purchases<br />2<br />1<br />In-gamestorefrontmaximizesimmersion<br />3<br ...
Support Tools<br />
Smart Analytics <br />Increase conversion through roles-based immediate data insight <br />
Smart Analytics <br />
Increase Revenue<br />Analytics Insight Example<br />
Increase Revenue<br />Mexico City<br />
Increase Revenue<br />Dubai<br />
Increase Revenue<br />Mexico City<br />$20 average payment<br />
Increase Revenue<br />Dubai<br />$40 average payment<br />
Smart Analytics <br />
Manage Subscriptions<br />
Create & Manage Private Virtual Currencies<br />
Manage Catalogues, Items and Pricing<br />
Fraud Management<br /><ul><li>In-house expertise (24x7)
 Rapid response</li></ul>• Spot sampling & review<br />• Refund users preemptively<br />• Detailed investigation reports<b...
Case Study<br />
Dungeons & Dragons Online Relaunch<br />Premium Subscription MMO  	      Next-Generation Business Model<br />Based on orig...
Principles<br />Give Customers Choices <br />Time vs. money<br />Unlimited access vs. a la carte<br />Build the Right Mode...
Model Impact<br />Subscription Model	<br />  F2P w/Microtransactions<br />Product Appeal<br />Product Appeal<br />Subscrip...
Common Myths<br />“Hybrid Models Don’t Work”<br />“Subscription and MTX can’t co-exist”<br />“You’ll lose your subscribers...
Revenues 3X in Asia</li></li></ul><li>28<br />
Results<br />Reduced acquisition costs<br />3x ad banner click-through rates vs. previous<br />Subscriptions up<br />Subsc...
Constant Fine Tuning Post-Launch<br />Free vs. Premium<br />Adjust Store Pricing<br />New Store Items / Services<br />Re-s...
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Boosting Revenue: Monetization Practices for Digital Merchants

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How can you boost revenue for digital goods? See key trends and lessons from PlaySpan on monetizing digital goods.

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  • Boosting Revenue: Monetization Practices for Digital Merchants

    1. 1. Boosting Revenue:Monetization Practices for Digital Merchants<br />Mark Rose<br />VP Product Management<br />PlaySpan<br />Dave Glaser<br />VP Global Services<br />CyberSource<br />
    2. 2. The Digital Goods Environment<br />Models<br />Future<br />Free to Play<br />Connected TV<br />Fixed Price<br />Social<br />Networks<br />PC<br />Mobile<br />Console<br />Platforms<br />Subscriptions<br />Micro-<br />Transactions<br />Content<br />Hybrid<br />Games<br />Apps<br />Video<br />Education<br />Online / Social Media<br />
    3. 3. Make a great user experience<br />Have the right support tools<br />Case Study<br />Next Steps<br />
    4. 4. Make a great user experience<br />
    5. 5. Create an in-app 1-click experience<br />
    6. 6. Present Options Relevant to Customer<br />Dynamic Currency Conversion<br />Local Language <br />Auto Display Relevant Payment Types<br />Reduces <br />PCI DSS Scope<br />
    7. 7. Make the payment process seem like part of the game<br />
    8. 8. In-app Subscriptions<br />
    9. 9. Virtual currency ewallet<br />1<br />One-click purchases<br />2<br />1<br />In-gamestorefrontmaximizesimmersion<br />3<br />5<br />Recommendationengine & contextualcommerce<br />2<br />4<br />Catalogmanagement<br />3<br />4<br />5<br />Conversion uplift, higher ARPU, increased retention<br />In-app Wallets and Store Fronts<br />
    10. 10. Support Tools<br />
    11. 11. Smart Analytics <br />Increase conversion through roles-based immediate data insight <br />
    12. 12. Smart Analytics <br />
    13. 13. Increase Revenue<br />Analytics Insight Example<br />
    14. 14. Increase Revenue<br />Mexico City<br />
    15. 15. Increase Revenue<br />Dubai<br />
    16. 16. Increase Revenue<br />Mexico City<br />$20 average payment<br />
    17. 17. Increase Revenue<br />Dubai<br />$40 average payment<br />
    18. 18. Smart Analytics <br />
    19. 19. Manage Subscriptions<br />
    20. 20. Create & Manage Private Virtual Currencies<br />
    21. 21. Manage Catalogues, Items and Pricing<br />
    22. 22. Fraud Management<br /><ul><li>In-house expertise (24x7)
    23. 23. Rapid response</li></ul>• Spot sampling & review<br />• Refund users preemptively<br />• Detailed investigation reports<br /><ul><li> Represent and challenge chargebacks</li></ul>Constant Review<br />CyberSource Decision Manager + Digital Add-ons<br />
    24. 24. Case Study<br />
    25. 25. Dungeons & Dragons Online Relaunch<br />Premium Subscription MMO Next-Generation Business Model<br />Based on original D&D RPG<br />First AAA MMO to embrace free to play<br />In depth e-commerce system<br />Scaled for large population gains<br />Hybrid model with premium subscriptions<br />
    26. 26. Principles<br />Give Customers Choices <br />Time vs. money<br />Unlimited access vs. a la carte<br />Build the Right Model<br />Don’t sell end-game loot<br />Preserve value of new content<br />More Toll-Gates vs. Too Few<br />
    27. 27. Model Impact<br />Subscription Model <br /> F2P w/Microtransactions<br />Product Appeal<br />Product Appeal<br />Subscription Price<br />Market Size<br />Market Size<br />
    28. 28. Common Myths<br />“Hybrid Models Don’t Work”<br />“Subscription and MTX can’t co-exist”<br />“You’ll lose your subscribers”<br />Reality<br /><ul><li>Concurrencies up 10X
    29. 29. Revenues 3X in Asia</li></li></ul><li>28<br />
    30. 30. Results<br />Reduced acquisition costs<br />3x ad banner click-through rates vs. previous<br />Subscriptions up<br />Subscriber acquisition up 15%<br />Reacquisition up 40% since F2P announcement<br />> 5x concurrencies since launch<br />22% of players transacting in store<br />70% cart to checkout rate <br />Customers not afraid to spend money<br />500% increase in revenues <br />
    31. 31. Constant Fine Tuning Post-Launch<br />Free vs. Premium<br />Adjust Store Pricing<br />New Store Items / Services<br />Re-spec Options<br />Character Transfer<br />Price Plans & Service Levels<br />Tiered VIP Plans?<br />Product Bundles?<br />
    32. 32. Merged<br />Application Investigation/Sign-up: CyberSource Account Manager<br />Integration Assistance: CyberSource Global Services<br />Subscription/Billing Optimization: Solution Assessment<br />

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