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Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves

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Josh Burns, Associate Director of Product at 6waves, presented at our SF Game Monetization event on May 9th, 2012. Check out the SF Game Monetization meetup: http://www.meetup.com/SFGameMonetization/

In this presentation, Josh shares his learnings from working on hit Facebook games such as Kingdoms of Camelot and Ravenwood Faire.

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Best Practices for Maximizing Revenue in Free-to-Play Games - Josh Burns from 6Waves

  1. 1. Best Practices for MaximizingRevenue in Free to Play Games Josh Burns Associate Director, Products 6waves
  2. 2. INTRO
  3. 3. What do we do?Distribution Game Advisory Full Service Global Game Publishing Hosting Localization
  4. 4. Why should you listen to us?
  5. 5. BEST PRACTICE #1INSTANT COMPLETION
  6. 6. Instant Completion
  7. 7. Instant Completion• “Finish Instantly” allows players to use Facebook credits to complete a training session instantly.• These accelerators are priced modestly to lower the barrier to purchase.
  8. 8. Instant CompletionDAILY REVENUE: PAY RATE: ARPU: 125% Increase 43% Increase 60% Increase
  9. 9. BEST PRACTICE #2PROPER MERCHANDISING
  10. 10. Proper Merchandising BEFORE AFTERA larger image of the new item easily grabs the player’s attention
  11. 11. Proper MerchandisingDAILY REVENUE: 24% Increase PAY RATE: 28% Increase ARPU: 120% Increase
  12. 12. BEST PRACTICE #3SELECT ALL FRIENDS
  13. 13. Select All Friends
  14. 14. Select All Friends Select All Friends implementedInviteRequests DAU Date (Days)
  15. 15. Select All Friends
  16. 16. BEST PRACTICE #4PLAYER BONUSES FOR RETENTION
  17. 17. Player Bonuses for Retention• Player receives more coins for every day he/she comes back to the game• As the bonus get better each day, the player is incentivized to return to the game.
  18. 18. Player Bonuses for Retention PLAY RATE: 11% increase
  19. 19. Player Bonuses for Retention• Players must collect four parts to complete one item.• Encourages players to return to the game several days in a row.• Offers exclusive rewards that cannot be purchased in the game.
  20. 20. Player Bonuses for RetentionNo cap for consecutive daily logins. Players are offered their pick of bonusPlayers receive different bonuses each gifts. Additional “picks” are given forday. each consecutive daily login.
  21. 21. Player Bonuses for Retention
  22. 22. BEST PRACTICE #5PAYMENT PAGE OPTIMIZATION Confidential 22
  23. 23. Payment Page Optimization BEFORE
  24. 24. Payment Page Optimization Screen fold AFTER
  25. 25. Payment Page Optimization Avg. Revenue per Paying User
  26. 26. Payment Page OptimizationHow to increase the pay rate and ARPU?- Highlight the ‘Buy Coins’ button- Label and highlight the ‘Best Deal’ option- Make sure the ‘Best Deal’ option is above the fold (visible without scrolling down)- Give away special items when players buy the ‘Best Deal’ package- Set a higher threshold for the cheapest payment option, e.g. US$2 (20 Facebook Credit) Confidential 26
  27. 27. BEST PRACTICE #6PREMIUM CURRENCY SALE Confidential 27
  28. 28. Premium Currency Sale• Things we tried: – 25% - 75% discount on item sales – Time limited offers – Viral promotions (buy something and a friend of yours will also get it for free from you as a gift) – Bundle purchases• What worked best?
  29. 29. Premium Currency Sale
  30. 30. Premium Currency SaleRevenue$$$$$$$ Buy 1 Get 2 Free Events Notice the increased frequency of promotions will not reduce the revenue in the later periods Date (Days)
  31. 31. Buy 1 Get X Free• Best Practices – Always have item clearance sale at the same time as an item sale, to sink the currency out of the system at an accelerated rate; this prevents hoarding or stockpiling of premium currency – Seasonal item inventory (whose date has passed) is always a good target for a clearance MON TUE WED THU FRI SAT SUN Total 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins Purchased None $60 for $10 for $10 for $10 for $10 for $10 for $10 Spent 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins Balance 0 coins 0 coins 10 coins 0 coins 0 coins 0 coins 0 coins 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins Purchased $70 for $10 for $10 for $10 for $10 for $10 for $10 for $10 Spent 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins Balance 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins User spends 2x more than normal due to item sale
  32. 32. BEST PRACTICE #7IN-GAME DISCOUNT CARD Confidential 32
  33. 33. In-Game Discount Card
  34. 34. In-Game Discount Card
  35. 35. BEST PRACTICE #8TRY BEFORE YOU BUY
  36. 36. Try Before You Buy
  37. 37. Try Before You Buy
  38. 38. Try Before You Buy
  39. 39. BEST PRACTICE #9PRESS YOUR LUCK
  40. 40. Press Your Luck
  41. 41. Press Your Luck
  42. 42. BEST PRACTICE #10MYSTERY CRATES
  43. 43. Mystery Crates
  44. 44. BEST PRACTICE #11CROSS-BREEDING
  45. 45. Cross-Breeding
  46. 46. Cross-Breeding
  47. 47. Cross-Breeding
  48. 48. Cross-Breeding
  49. 49. Josh Burns:josh@6waves.comPublishing Inquiries:bd@6waves.com Confidential 49

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