Segmentation of Users by Comfortable Payment. Video: Сегментация банка игроков по комфортному платежу. Видео:

1. Segmentation of Users by
Comfortable Payment
Julia Musienko
Playkot
musienko@playkot.com
White Nights Mobile & Social Games
Development and Marketing Conference

2. Supercity is…
• City building game
• DAU ~250k

3. • 32 on Facebook Top Grossing
• 1.5M MAU
• 7.5M of people
Supercity is…

4. How did we get to Top-32?
• High production values
• Regular content updates
• Endless game improving
• Constant monetization tuning

5. Facebook Best Practices

6. What did we start with…

7. UX-design
Everyone is a person
Design

8. New concept
• Change of segment borderline
definition.

9. New concept
• Change of segment borderline
definition.
• Another bank packs politics.

10. How does it look now?
• No more whales!
• We have more segments.
Dividing ‘em by comfortable payment’s borderlines.
• Constantly searching for better.
For our players, of course.

11. Segmenting FB

12. Recommendations
• Start with offers.

13. Segmented offers
1 segment
Non-payers and small-amounts-at-a-time
2 segment
middle-amounts-at-a-time

14. Recommendations
• Start with offers.
To check your theories.
• Be generous.

15. Optimized prices
“Beautiful prices”

16. 1 segment
For American Dollar and Brazilian Real
Optimized prices
1 USD = 3.1 BRL

17. Takeaways
• Start with offers.
To check your theories.
• Be generous.
Optimize prices for people.
• Know your people.

18. Thank you!
And thanks for help to our analysts!
musienko@playkot.com
www.playkot.com