Different Cultures: How People Paly and how they Pay - Honor Gunday (PaymentWall)


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Онор Гандей, CEO and Founder, Paymentwall

"Что заставляет людей платить за игры в виртуальном мире, и ключевые отличия от культуры к культуре."

В течение многих лет компании могли рассматривать лишь одну страну на единицу времени, интернет игры были достаточно изолированы и масштаб мировой аудитории не был первоначальной целью. Все это изменилось за последние десятилетия с появлением социальных сетей, мобильных устройств и более широкому использованию Интернета.

При этом культурные различия, которые компании упускают из вида все еще являются камнем преткновения. Все мы взаимодействуем и связаны с интернетом по разному. Это зависит от возраста, культуры, региона, пола и достатка. Рассматривая основные различия мы проанализируем как "зацепить" каждую таргет- группу и как сделать ваши виртуальные продукты и веб- монетизацию максимально успешными.

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  • Let’s add a Paymentwall Slide here explaining what we do and talk about the fact that we work with over 1000 developers world wide in Gaming, Dating, and Web Services spaces. 75+ payment options Local Credit Card Processing80 local currencies190+ countries20+ languages2 offices in Kiev & San Francisco
  • Game companies build games and attract a lot of users and become really big. Paymentwall gets really excited about working with these big games. But do big games always produce a lot of revenue? In our experience, we were surprised to see..
  • That having lots of users didn’t really mean that the game would produce a lot of revenue. So we decided to explore further what drives good monetization.And we realized that it’s the Engagement Factor that drives monetization. Not the # of users.
  • Let’s show a function sign with Engagement. Also let’s put a picture of a crazy cartoon with eyes popping out. http://www.google.com.hk/imgres?q=crazy+dog&um=1&hl=zh-CN&newwindow=1&safe=strict&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&source=og&tbm=isch&tbnid=xMp460ioTrC7OM:&imgrefurl=http://www.mydogisfat.com/images/&docid=VGJb7-Wia9-A8M&w=480&h=371&ei=9ekvTvHkEoXkmAXwspFM&zoom=1&iact=hc&vpx=463&vpy=110&dur=1383&hovh=197&hovw=255&tx=179&ty=103&page=1&tbnh=125&tbnw=163&start=0&ndsp=32&ved=1t:429,r:2,s:0&biw=1424&bih=695
  • Formula of success is basically creating engaging content and then marketing it to the right people.If you have the wrong people people won’t pay.They may engage a bit but they may not pay. This is why having a large number of users does not necessarily mean making lots of money.
  • Formula of success is basically creating engaging content and then marketing it to the right people.If you have the wrong people people won’t pay.They may engage a bit but they may not pay. This is why having a large number of users does not necessarily mean making lots of money.
  • We looked at different countries and when they paid money to the service used. In the US, on Friday night, our Dating site payments peaked. On Saturday and Sunday, MMOs produced the most revenue and on Monday it dropped drastically. In Turkey, the social game payments peaked during Office hours (from 9am until 6PM but usually happened in the afternoon) and peaked towards the end of the week. MMO payments happened usually in the afternoon and in the evenings and happened mostly with Prepaid cards or Bank Transfer.In Germany, Social Game payments peaked on Thursdays and Fridays right after the work hours ended. On SchulerVZ – the German Social Network’s kids’ arm, we saw the payments peaking on the weekends, on Friday and around 5-6PM. In South East Asia, the social game payments happened throughout the day and mostly happened with Prepaid cards. In Brazil, MMO payments happened in the evenings and after 6PM.
  • When we looked deeper and investigated who were these people. This is what we found out.
  • this is from an article that was published X,yZI want to show you the importance of Entertainmentbut I also want to show you cultural tendencies across different cultures
  • Pricing Needs to be Relative to Real World Prices And Digital World pricesHow much entertainment does a movie provide, and how much does it cost? How does this game/content compare to that movie?How much is a loaf of bread, a hamburger, a bottled water, How much does a dating site cost, an mp3 download cost or a game?
  • A Loaf of Bread costs 0.3 dollars in Turkey, 3 dollars in the US, 1 Euro in France. A Macbook Air costs X in the US, Y in France, Z in China, W in Japan.An Mp3 Costs …..A Bus ticket/metro ticket costs…A Meal costs… Each region’s pricing varies so why shouldn’t the in-game prices also vary?
  • It’s important to speak with user in his language!
  • Deno: let’s add images for each idea:Encourage users to spend more by giving bonuses for higher price points. (Push higher price points >> show a price tag with a diamond in it with aura around it.. Or light around it ) Give special deals. (let’s show a price tag icon with “special” Run Happy Hours when you discount your Virtual currency. (Happy Hour) Change the pricing for repeat buyers. Show green recurring arrow with -% icon. Push the higher price points as defaults. [ Defaults ]Push the lower commission payment methods as default.
  • Deno: Let’s create map and show icons for discounts etc..Asian audiences like to save money, give them discounts. (show pretty asian girl) and discount -% sign. (SALE)Female Americans like to save money, give them a percentage discount. (show blond american woman) (-% SALE) Male audiences like to do the math and figure out what is logically the best value for the money, give them easy to calculate discounts.Asian AudiencesFemale AudiencesMale AudiencesRussiansTurkish, Koreans, Latin Americans
  • Less steps + less new windows = more chances to succeed.
  • Less steps + less new windows = more chances to succeed.
  • It’s important to speak with user in his language!
  • Different Cultures: How People Paly and how they Pay - Honor Gunday (PaymentWall)

    1. 1. Honor Gunday, CEO & Founder<br />
    2. 2. <ul><li>1000+ happy merchants
    3. 3. 75+ payment options
    4. 4. Local Credit Card Processing
    5. 5. Many UI options
    6. 6. Fully customizable widgets
    7. 7. 80 local currencies
    8. 8. 190+ countries
    9. 9. 20+ languages
    10. 10. Local offers in 160+ countries
    11. 11. Multilingual support 24/7
    12. 12. Offices in San Francisco & Kiev </li></li></ul><li>Our Customers<br />
    13. 13. 1/36<br />10<br />Big GAME = <br />Lots of Money? <br />
    14. 14. 2/36<br />20<br /> NO! <br />
    15. 15. 3/36<br />30<br />(Engagement)<br />
    16. 16. 4/36<br />40<br />Basic Formula of Success = <br /><ul><li>Creating engaging content
    17. 17. Marketing to the “right people”</li></li></ul><li>?<br />5/36<br />50<br />How do you make sure the content is engaging for your audience? <br />
    18. 18. 1<br />Why/how do people play?<br />
    19. 19. 6/36<br />75<br />Social Demographics<br />Russia<br />Germany<br />USA<br />China<br />Turkey<br />Indonesia<br />Brazil<br />
    20. 20. 7/36<br />100<br />Social Demographics<br /><ul><li>Desperate housewives
    21. 21. Gamergeeks
    22. 22. Desperate housewives
    23. 23. Gamergeeks
    24. 24. People slacking off at work
    25. 25. Singles looking for mates
    26. 26. Desperate housewives
    27. 27. Kids coming back from school
    28. 28. Gamergeeks
    29. 29. Internet cafe users
    30. 30. Rich housewives
    31. 31. People slacking off at work
    32. 32. Internet cafe users
    33. 33. Gamer geeks
    34. 34. Gamergeeks</li></li></ul><li>8/36<br />150<br />Gender<br />or ?<br />
    35. 35. 9/36<br />200<br />Age<br />
    36. 36. 10/36<br />250<br />Location<br />
    37. 37. 11/36<br />300<br />Culture<br />Luxury and<br />Differentiation<br />Self Actualization<br />& eLearning<br />Collecting Stuff<br />
    38. 38. 12/36<br />350<br />Maslow’s Hierarchy of Needs<br />Self-<br />Actualization<br />Esteem Needs<br />Social Needs<br />Safety Needs<br />Physiological Needs<br />
    39. 39. 2<br />How do different users pay?<br />
    40. 40. !<br />13/36<br />500<br />Things to consider<br /><ul><li>Relative Pricing
    41. 41. Regional Pricing
    42. 42. Available Payment Options
    43. 43. Bonuses, Incentives, Discounts
    44. 44. Trust & Sustenance
    45. 45. Usability
    46. 46. Language</li></li></ul><li>14/36<br />600<br />GDP Per Capita<br />$50,000<br />$45,000<br />$40,000<br />$35,000<br />$30,000<br />$25,000<br />$20,000<br />$15,000<br />$10,000<br />$5,000<br />$0<br />$47,123<br />$10,816<br />$10,437<br />$10,399<br />$4,382<br />$1,265<br />USA China Brazil India Turkey Russia<br />
    47. 47. 15/36<br />700<br />How People Spend<br />USA China Brazil India Russia<br />35%<br />30%<br />25%<br />20%<br />15%<br />10%<br />5%<br />0<br />Savings<br />Food<br />Healthcare<br />Transpor-<br />tation<br />Entertain-<br />ment<br />Housing<br />Education<br />
    48. 48. 16/36<br />800<br />American<br />Indonesian<br /><ul><li>Salary: $3926/month
    49. 49. Disposable Income on entertainment: $235
    50. 50. Salary: $240/month
    51. 51. Disposable Income on entertainment: $14</li></li></ul><li>17/36<br />900<br />Relative Pricing<br />
    52. 52. 18/36<br />1000<br />Regional Pricing<br />$5 in USA<br />$1 in China<br />
    53. 53. 19/36<br />1100<br />Regional PricingExample<br /><ul><li>USA: $10
    54. 54. China: $2
    55. 55. Brazil: $3
    56. 56. India: $1
    57. 57. Turkey: $3
    58. 58. Russia: $3</li></li></ul><li>20/36<br />1200<br />Kids & People from Developing Countries<br />PREPAID<br />
    59. 59. 21/36<br />1300<br />Men in UK<br />0011 1100 1010 0101<br />
    60. 60. 22/36<br />1400<br />Geeks in US<br />0011 1100 1010 0101<br />
    61. 61. 23/36<br />1500<br />Women in Saudi Arabia<br />
    62. 62. 24/36<br />1600<br />Housewives in US<br />Cheque<br />
    63. 63. 25/36<br />1800<br />Local Payment Options<br />BoletoBancario in Brazil<br />Kiosks in Russia<br />Airtime Billing in Philippines<br />Prepaid Cards in South East Asia<br />Offers <br />Direct Debit in Europe<br />PREPAID<br />
    64. 64. 25/36<br />2000<br />Bonuses & Incentives<br />Special Deals<br />Repeat Users<br />Optimize<br />Commissions<br />Bonuses<br />Happy Hours<br />Defaults<br />
    65. 65. 26/36<br />2500<br />Bonuses & Incentives<br />Applied to cultures<br />
    66. 66. 27/36<br />3000<br />Bonuses & Incentives<br />
    67. 67. 28/36<br />4000<br />Trust & Sustenance<br /><ul><li>Fraud protection
    68. 68. Responsive multilingual customer support</li></li></ul><li>29/36<br />5000<br />Usability<br />
    69. 69. 30/36<br />6000<br />Usability<br />Each additional step or new window lessens conversion by<br />15-30%<br />
    70. 70. 31/36<br />7000<br />Consistent Design<br />Usability / language<br />
    71. 71. 32/36<br />8000<br />Localization<br />
    72. 72. Custom Payment Widget for <br />“Island Paradise”<br />
    73. 73. USA<br />34/36<br />10000<br />
    74. 74. United Kingdom<br />35/36<br />30000<br />
    75. 75. Germany<br />36/36<br />50000<br />
    76. 76. 36/36<br />50000<br />World<br />CIS Countries<br />