Social Game Monetization Mechanics

JiaShen,[object Object],Monetization Game MechanicsSocial Games,[object Object]

Maximize % of paying users,[object Object],3-5% of paying users on average,[object Object],High end is 10-15%,[object Object],50% of these users rebuy,[object Object],People either don’t spend or spend a lot,[object Object],Free-2-Play -> it’s a user acquisition funnel,[object Object]

Number One Monetization Strategy: ,[object Object],Create Perceived Value,[object Object],Perceived Value ,[object Object],The key to all monetization,[object Object],Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality,[object Object],The Physical (or Virtual) Manifestation of Perceived Value is: Currency,[object Object],Castle Age,[object Object]

Perceived Value,[object Object],Self Expression Items,[object Object],Competitive Items,[object Object],Stats,[object Object],Upgrades,[object Object],Temporary stats,[object Object],Consumables,[object Object],Progress / Level,[object Object],Ultimately converts to currency,[object Object]

Time creates desire,[object Object],You want what you can’t have,[object Object],You want it NOW,[object Object],If its too easy, you don’t want it,[object Object]

Limited and Premium Items,[object Object],Premium,[object Object],You just gotta pay to play,[object Object],Limited,[object Object],Get it now or you’ll never see it again. Maybe,[object Object],Warstorm,[object Object],Social City,[object Object]

Level Locking,[object Object],Providing the Hope of Future Entertainment,[object Object],By providing visible goals and achievements, users are given a clear incentive to continue gameplay,[object Object],Allows for a tightly-regulated system of item release and pacing of users,[object Object],Nightclub City,[object Object],Frontierville,[object Object]

Chance,[object Object],First ones free,[object Object],Collectibles,[object Object],Age old mechanic to extend out perceived value,[object Object],Roulette,[object Object],Maintain pacing to fit hardcore and casual users, as well as new feature release cycles,[object Object],Frontierville,[object Object],Social City,[object Object]

Time Savers / Boosters,[object Object],Speed it up,[object Object],Quick Refill,[object Object],Every Stat can be filled right now so you can progress NOW,[object Object],Time Boost,[object Object],Less tangible than instant, but makes for better balancing,[object Object],Backyard Monsters,[object Object]

Level Tuning,[object Object],Throw users into a “lifetime” to earn value,[object Object],New User Flow,[object Object],Level up a new user quickly in order to create a sense of quick accomplishment and value,[object Object],Start with instant gratification,[object Object],Growth Curve Dynamics,[object Object],Maintain pacing to fit hardcore and casual users, as well as new feature release cycles,[object Object],User Loss,[object Object],Monitor user levels and tweak according to user drop off,[object Object],Nightclub City,[object Object],Frontierville,[object Object],Nanosiege,[object Object]

Summaries…,[object Object],Maximize % of Paying users,[object Object],Design Perceived Value,[object Object],Limit access to value,[object Object],Creates demand,[object Object],Ups retention because user derives value,[object Object]

Social Game Monetization Mechanics

Social Game Monetization Mechanics

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Social Game Monetization Mechanics