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Monetization
This document provides a step-by-step guide for monetizing social games. It discusses defining in-game sinks and currencies, assigning currency values to sinks, establishing currency sources through both gameplay and advertising, balancing engagement and monetization, setting currency exchange rates, promoting virtual currencies, maintaining currency demand, and testing monetization strategies. It also uses the social game Mousehunt as a case study, outlining its sinks like cheese and traps, and sources like catching mice, gifts, and completing advertising offers.
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Monetization
- 1. Slide title goeshere… Monetizing Social Games: A Step-by-Step Guide Nick Talarico Director of Publisher Development, Offerpal Media, Inc. Offerpal Media Inc. Confidential
- 2. First, a bitabout Offerpal Media…
- 3. Company Background Quick Facts: Management Team: • Venture capital funded: June, • Anu Shukla, Co-founder & CEO 2007, and February, 2009 • Mitch Liu, Co-founder & VP o Interwest Partners • Bill Lonergan, CFO o Northbridge Venture Partners • Naghi Prasad, VP Engineering o D.E. Shaw Ventures • Shannon Jessup, VP Sales • Launched October, 2007 • Publishers: 2,000+ • Global advertising offers: 5,000+ • Headquarters: Fremont, CA “Offerpal Media is built on the science of inserting scientifically targeted and relevant advertising offers into the virtual economies of social web sites, games and applications.”
- 4. The Leading SocialAdvertising Platform • More than 150 million user accounts created since October 2007 • 2,000+ publishers across multiple platforms and environments • 5,000+ advertising offers in 80+ countries • 30+ billion virtual points issued Platforms Applications Games Worlds
- 5. Top Social MonetizationSolution Offerpal’s turnkey payment platform allows online gamers to earn virtual currency for taking part in targeted, personalized advertising offers (or buy it through global payment options). – Integrated within game play of social applications and web sites – Deepens user engagement – Increases stickiness and pageviews – Improves virality
- 6. User Flow 1 2 3 4 2
- 7. Virtual Currency Payouts • Network-wide eCPM: $150 – 200 • Average publisher payout: $75/day/1,000 users • Conversion rate: >5% (40x better than traditional CPA) • Revenues per completion: >$5.00 >$150 eCPM $400 Card Games MMORPGs $225 Tamagotchi Games $200 <$1 eCPM Racing $175 <10¢ eCPM Owning $150 Monetization for Virtual Category Pets $100 Currency and Monetization CPM CPC Adsense Digital Green $75 Banners Products User eCPM Engagement
- 8. 10 Steps for MonetizingSocial Games
- 9. Tip #1(A): MakeIt Fun Before you do anything, ask yourself: • Is your game fun? • Will users come back? • Will they invite their friends? If not, go back to square one.
- 10. Tip #1: DefineYour Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
- 11. Tip #1: DefineYour Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
- 12. Step #1: DefineYour Sinks Types of Sinks: • Functional Goods • Decorative Goods • Behavioral Goods
- 13. Step #2: AssignCurrency to Your Sinks • Use “in-game” currency to engage • Use “RMT” currency to monetize • Assign currencies to each sink or set of sinks Happy Harvest uses “Game Coins” for its engagement currency and “Credits” for RMT currency.
- 14. Step #3: DefineSources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
- 15. Step #3: DefineSources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
- 16. Step #3: DefineSources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
- 17. Step #3: DefineSources for Your Currencies Types of Sources: • In-game currency – Missions/Quests – Logging in • RMT currency – Cash payments – Ad offers
- 18. Step #4: Getthem hooked Balance engagement with monetization: • Crack dealer: Engage first, monetize second • Cheater: Allow all to play, but let people pay to cheat • Focus on constant balance between sources and sinks (the sinkhole must always be slightly larger)
- 19. Step #5: SetYour Exchange Rate Tips on setting the exchange rate: • Too low = low perceived value • Too high = high inflation • Find the sweet spot =
- 20. Step #6: LaunchGame vs.
- 21. Step #7: PromoteYour Virtual Currency Promotion = Monetization • Add a tab to “Add Credits” • Include balance in a status bar • Use newsfeeds, notifications, banners and other messaging opportunities
- 22. Step #8: KeepDemand for Currency High What drives demand? • User psychology – Self-expression – Collection – Achievement • Limited edition goods • Level-specific goods • Perishable goods • New, fresh content • Global leaderboards and social competition
- 23. Step #9: Maintaina Balanced Economy Tips for a healthy economy: • Try upping exchange rate for a day • NEVER flood your RMT currency • Don’t keep the economy too tight – remember, it’s free to play • If they aren’t complaining, you aren’t monetizing.
- 24. Step #10: Test,Measure, Optimize What to test? Attribute Graphs • User attributes • Exchange rate • Price points • User Interface options • User patterns Trend Graphs
- 25.
- 26. Case Study: Mousehunt Social websites About Mousehunt MMOGs Digital merchants… • 481,643 MAUs on Facebook • Developed by HitGrab, Inc. • You are a hunter, hired by the king to trap the mice that infest his kingdom. For each mouse you catch, you'll receive a unique reward, with the aim of being the best in the land!
- 27. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
- 28. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
- 29. Mousehunt: Sinks Social websites • Cheese MMOGs – Varies by price merchants… Digital – Some better at attracting mice than others • Traps – Varies by price – Some better at catching mice than others • Travel to new locations – Different types of mice in different locations
- 30. Mousehunt: Sources Earn Gold by… Social websites MMOGs • Catching Mice Digital merchants… – The heavier the mouse, the more gold you earn • Accepting gifts from the King • Picking up “loot” dropped by mice when they are trapped • Returning surplus cheese, traps and crafting materials for a refund • Or by…
- 31. Mousehunt: Sources Completing AdOffers Social websites MMOGs Digital merchants…
- 32.