Put into practice a story of successful campaigns
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Put into practice a story of successful campaigns
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Put into practice a story of successful campaigns
- 1. PUT INTO PRACTICE: A STORY OF SUCCESSFUL CAMPAIGNS MARGAUX FRANK m_frank@wargaming.net MICHAEL BROEK mbroek@wargaming.net
- 2. BROTHERS IN ARMS Michael Broek Senior Live Operations Manager Margaux Frank Player Relationship Campaign Manager 1
- 3. WORLD OF TANKS Available on PC (2011) +150M registered users Audience: • Age: 18 - 54 (average: 31) • 80% male • Gamers, Military fans, Historical fans General Information 2 250k subscribers 2M fans (1,2M in Europe)
- 5. LIVE OPERATIONS Organization in Europe 3
- 6. LIVE OPERATIONS 4 Games as a Service (Free-to-Play)
- 7. THE CHALLENGES OF WORLD OF TANKS Let‘s tackle them! High level of complexity8 years on the market Understand your audience West vs. East 5
- 8. Challenge: World of Tanks‘ audience is spread all over Europe – so we need to have a pricing strategy that fits the East and the West THE THREE PRICE POINT STRATEGY Different markets, different price points 6 Share of audience: Very strong Strong Medium Low
- 9. • The ‘Tank only‘ bundle allows us to have additional offers that are more expensive • We are attracting high spenders to buy the higher price point bundles THE THREE PRICE POINT STRATEGY Estimated revenue with only one bundle Revenue with three price point bundles 7
- 10. STANDARD < ULTIMATE < SUPREME 8 THE THREE PRICE POINT STRATEGY East: West:
- 11. CAN THERE BE ENOUGH PREMIUM VEHICLES? Challenge: How to monetize „old“ content and assure revenue maximization? • A lot of premium tanks are added to the game over the years • Too much premium content makes it difficult for the user to make a choice • Revenue from „old“ content is flat and can stagnate at a low level of revenue Let’s rotate them! 9
- 12. Challenge: Maximizing the revenue in the high sales period of Christmas Day 24: Big surprise Free in-game content Basic & Upsell offers Creating hype24h offers 10 The excitement of Christmas spirit ADVENT CALENDAR
- 13. COMMUNITY FEEDBACK Are we really that bad? Challenge: How to deal with one-sided feedback? Not high enough I want more Paying users are a minority Happy players 11
- 14. Seeing the bigger picture Survey: Valentine‘s Day – Special – February 2018 12 COMMUNITY FEEDBACK
- 15. Quick analysis of player’s data based on selection criterias and triggers REAL-TIME COMMUNICATION World of Tanks, World of Tanks: Blitz and World of Warships 15+ different data sources for each game multiplied by regions Battle & financial logs, any logs from any activities on our web services 13 PLAYER RELATIONSHIP MANAGEMENT PLATFORM Data collection and treatment
- 16. PLAYER RELATIONSHIP MANAGEMENT PLATFORM Campaign management process 85 out of 100 monthly campaigns go back to the iteration phase • Hypothesis • Research & pre-analysis • Monthly plan ITERATE TEST • Permanent relaunch • In-game implementation propositions SCALE• Content requests and validation • Campaign launch • Post-campagn analysis (Partly) unsuccessful: Rework campaign conditions/offer/content 14
- 17. GEO TARGETING & PRICE POINTS Using national holidays as a point of contact 15
- 18. MAKING EMOTIONS COUNT 16 Hero Moments and Epic Moments
- 19. A significant impact on revenue Confidence interval CG Control group Target group 17 MAKING EMOTIONS COUNT
- 20. THE CHALLENGES OF WORLD OF TANKS How we tackled them High level of complexity8 years on the market Understand your audience West vs. East • Rotating content • Seasonal beats • Dynamic testing • Testing opportunities • Data-driven decisions • Community feedback • Onboarding • Campaign analysis • 3 price points • Geo targeting 18
- 21. THANK YOU! 19
Editor's Notes
- Introducing Liveops Business Intelligence: Analysts specialized in treating in-game data but also ad-hoc campaigns data. Backbone for every decision we take. Server-Side Events: Assuring engagement and monetization for the entire EU server PRMP & Email: CRM department for multi-channel communication to the players: Email marketing manager + PRMP manager (Player Relationship Manager Platform: Assuring engagement and monetization on a very targeted level)
- SSE and PRMP team are working closely together to create and execute monetization and engagement events when we are a facing a quiet time with no content updates
- 8 years: lots of content available that need constant promotion Audience: Broad audience Different cultures and visions Different sources on how to check the feedback of your community Complexity: Huge amount of data West vs. East: The game has been created for an Eastern audience, how to make it appealing for the West? Side note: Due to time constrains we are focusing only on a few of the challenges we are facing in World of Tanks
- Audience share for World of Tanks in Europe to underline the need of price points that will match Eastern and Western needs.
- The Tank only bundle strategy is great to please Eastern and Western price point but it does not allow us to target high spenders By offering two more bundles that include the tank, but also additional premium content, we can have higher price points that are targeting high spenders (mostly in the Western audience) By offering additional price points we are able to maximize our revenue up to 30%
- The Standard bundle is very successful in the East and the West while the up-sell offers (Ultimate and Supreme) are dominating mostly in the West
- Having a lots of premium vehicles in the game is a blessing but it is also a challenge
- Offers are only available for 24h – the customer needs to decide quickly weather he wants to buy or not Great tool to create hype amongst your community (Videos, Forum traffic etc) Two price points are used to cover the different segmentations in our audience Free content for payers and none payers to assure that the community sentiment remains positive even though the calendar is focussing highly on monetization Make sure to have the best / new content at the end
- Community feedback is not always objective Community feedback from the forum is mostly negative since happy players usually don‘t visit the forum The more free content / rewards we give to our community the more they want next time – it is never enough
- We conducted an In game Survey to assure a more diverse reach of our audience The result was very positive and it‘s proof that an additional layer of feedback can provide you with a more realistic state of the community sentiment
- Lots of content and big audience across all europe Challenge: How to make good use of all the data? PRMP: Analyzes and collect data from events, players profiles Uses them to communicate almost immediately Opportunity: Exclusive bundles Access to bundles Prem shop vouchers Exclusive missions Free items Purpose: Retention & monetization
- How does the Campaign management process go? Iterate: Come up with a hypothesis, so some research and add it to the monthly planning for approval. Test: Request all the content (messaging, creative assets including specific illustrations) then check the impact of this campaign. If the campaign is not successful: goes back to the iteration phase to change either the conditions, the offer or the content and re-test it. Scale: If the campaign is successful, relaunch it permanently. Some campaign (such as onboarding) require a specific client UI, which means we can ask the devs to implement some of our PRMP campaigns. Many campaigns are going back to the iteration phase (or go down the drain if they are very unsuccessful), with only a few campaigns being successful but working very well over time.
- Promoscreens are our main way of communicating in-game Test: lower prices to match Polish purchasing power Use National Holiday as point of contact – Players are likely to be at home and play Target Polish players with relevant offers (Pudel = Polish Tank, resource packages) Don’t show any discounts
- Concept: Capitalize on player’s high moral state Triggers: Most kills, most XP, last survivor, most damage dealt, player receives at least one epic medal Value proposition: improve game experience and treat yourself as a reward Product: Voucher for flexibility. For non-payers, a very small price for conversion
- Revenue uplift: Target group (in red) = players who received the communication Control group (in yellow) = players who fill the exact same conditions and perform the same trigger, but don’t get any communication. Allows to compare their behavior.
- 8 years on the market: Rotating content: re-promoting older tanks Seasonal beats: Advent calendar, summer sales… Dynamic testing through PRMP Understand your audience: Community feedback Onboarding: campaign to teach newcomers the basics of the game and help them play better PRMP Campaign analysis: lets us understand players’ behavior High level of complexity: Lots of data = lots of testing opportunities with PRMP Thanks to these testing opportunities, we can make data-driven decisions West vs. East 3 price points: Standard, ultimate, supreme Geo targeting: tests allowing us to be more focused on individual countries’ purchasing power.