Детально рассказываю про разные кейсы из практики монетизации игр компании Иннова - Lineage 2, Point Blank, R2 Online и других. Что работает, что не работает, и в какую сторону стоит экспериментировать. Эластичность спроса, сундуки и лотерея, ценообразование, скидки и акции.
Конверсия низкочастотного трафика контентных проектов на CPA-офферах - Алексе...kinzapro
Кейс. «Конверсия низкочастотного трафика контентных проектов на CPA-офферах» - Алексей Терехов
— Привлечение низкочастотного трафика в 2014 году
— Лендинги под CPA для НЧ трафика
— Как увеличить конверсию НЧ трафика
— Сколько можно на этом заработать
Лекция для экономического и айтишного спецклассов Пятьдесят седьмой школы о том, как формируются цены на товары и как бизнес использует market research для победы в ценовой конкуренции
Бизнес-модели для стартапов. 9 основных блоков. 29.11.2014Peri Innovations
«Бизнес-модели для стартапов. 9 основных блоков» — это отличная возможность познакомиться со всеми необходимыми инструментами и навыками, которые позволят разобраться в мире современных стартапов. На семинаре вы узнаете, что представляет собой бизнес модель, ее выбор и этапы построения.
Конверсия низкочастотного трафика контентных проектов на CPA-офферах - Алексе...kinzapro
Кейс. «Конверсия низкочастотного трафика контентных проектов на CPA-офферах» - Алексей Терехов
— Привлечение низкочастотного трафика в 2014 году
— Лендинги под CPA для НЧ трафика
— Как увеличить конверсию НЧ трафика
— Сколько можно на этом заработать
Лекция для экономического и айтишного спецклассов Пятьдесят седьмой школы о том, как формируются цены на товары и как бизнес использует market research для победы в ценовой конкуренции
Бизнес-модели для стартапов. 9 основных блоков. 29.11.2014Peri Innovations
«Бизнес-модели для стартапов. 9 основных блоков» — это отличная возможность познакомиться со всеми необходимыми инструментами и навыками, которые позволят разобраться в мире современных стартапов. На семинаре вы узнаете, что представляет собой бизнес модель, ее выбор и этапы построения.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
3. Все примеры из реальных игр!
[PointBlank]
Day1
Day4
Day7
Day10
Day13
Day16
Day19
Day22
Day25
Day28
Day31
Day3
Day6
Day9
Day12
Day15
Day18
Day21
Day24
Day27
Day30
Day2
Day5
Day8
Day11
Day14
Day17
Day20
Day23
Day26
Day29
July 2010 August 2010 September 2010
Выручка,рубли
Цены пополам
Выручка +100%
4. Что такое монетизация?
Игровой дизайн и маркетинговые
процессы, создающие у игроков:
• Мотивацию начать платить в игре
• Удовольствие от покупок
• Желание покупать много и играть долго
5. Монетизация
Три самых сложных задачи
• Преодолеть барьер первого платежа
• Удержать лояльность к покупкам
• Повысить средний чек в месяц (ARPPU)
7. Ценообразование - теория
Все классические подходы ритейла работают:
• Теория эластичности спроса по цене
• Якорение и сравнительные ценники
• Наборы «Два по цене трех»
• Торопись, остался всего день!
12. Изучаем эластичность
[Атлантика] Продажи Набора Воина на 30дней
Day1
Day3
Day5
Day7
Day9
Day11
Day13
Day15
Day17
Day19
Day21
Day23
Day25
Day27
Day29
Day31
Day2
Day4
Day6
Day8
Day10
Day12
Day14
Day16
Day20
Day22
Day24
Day26
Day28
Day30
Day2
Day4
Day6
Day8
Day10
Day12
Day14
Day16
Day18
Day20
Day22
Day24
Day26
Day28
Day30
August 2010 September 2010 October 2010
Уникальныепокупатели
Период повторных
покупок через 30 дней
13. Изучаем эластичность
[Атлантика] Продажи Набора Воина на 30дней
• Второй раунд скидок для подтверждения
• Проверка на повторные покупки без скидки
• Равномерность продаж в течении скидок
• Проверка на «плюшкиных» - в августе
продано 11 наборов на каждые 10 человек.
Каждый десятый – Плюшкин!
14. Итог снижения цены
[Атлантика] Продажи Набора Воина на 30дней
June 2010 July 2010 August
2010
September
2010
October
2010
November
2010
December
2010
Уникальныепокупатели
Скидки
Постоянное
снижение
15. Итог снижения цены
[Атлантика] Продажи Набора Воина на 30дней
June 2010 July 2010 August
2010
September
2010
October
2010
November
2010
December
2010
Покупатели,выручка
Уникальные покупатели
Выручка
Скидки
Постоянное
снижение
17. Спрос на линейку товаров
0
20
40
60
80
100
120
140
10 20 30 40 50
Спрос
Цена
А если у нас две цены на один товар,
то выручка суммируется?
18. Спрос на линейку товаров
[Атлантика] Продажи Набора Воина 7 и 30дней
June 2010 July 2010 August
2010
September
2010
October
2010
November
2010
December
2010
Уникальныепокупатели
Набор воина (30 дней)
Набор воина (7 дней)
19. Россия – родина слонов
В Корее, Китае и США вас не поймут
Лететь и рассказывать
про особенности рынка
20. Линейка товаров
[Атлантика] Текущие цены на «премиум»
1 день 7 дней 30 дней 90 дней
Лицензия тп/благо 59 199
Набор воина 25 99 299 850
Набор странника 25 99 299
Набор героя 39 149 499 999
Мы сделали линейку предложений
«премиум» подписки для любого кошелька
21. Линейка товаров
[Атлантика] Текущие цены на «премиум»
1 день 7 дней 30 дней 90 дней
Лицензия тп/благо 59 $15
Набор воина 25 99 $15 $39
Набор странника 25 99 299
Набор героя 39 149 499 999
В штатах продают набор воина и
устаревший дорожный набор
26. Традиционные компании дифференцируются
по цене и свято защищают имидж бренда.
Bentley никогда не будет дешевым.
В онлайн игре есть и топ менеджеры и
босоногая детвора; игры демократичны.
Нам надо насытить весь спектр спроса
А кому мы продаем?
27. 0
50
100
150
200
250
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Спрос
Цена
Ассортимент товаров
В чем смысл отдавать даром?
28. 0
50
100
150
200
250
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Спрос
Цена
Ассортимент товаров
Будут ли брать
эксклюзив?
30. Минимальные цены
Зачем могут быть нужны вещи за 1
рубль, или даже бесплатные?
Привлечение траффика в магазин
Поддержание лояльности
Преодоление барьера первой покупки и
конверсия в платящих
31. Бесплатный сыр
[Lineage 2] Добавление предметов за 0 и 1 рубль.
Сколько людей впервые купили что-то в магазине?
Day
1
Day
3
Day
5
Day
7
Day
9
Day
11
Day
13
Day
15
Day
17
Day
19
Day
21
Day
23
Day
25
Day
27
Day
29
Day
1
Day
3
Day
5
Day
7
Day
9
Day
11
June 2011 July 2011
Впервыекупившиеигроки
Ноль рублей, 1р и 14р
Ноль рублей, 1р и 5р 0, 1 и 14р
32. Линейка цен: минимум
Привлечение траффика в магазин
Поддержание лояльности
Преодоление барьера первой покупки и
конверсия в платящих
35. Сколько тратят новички
[PointBlank] Корзины первых покупок за неделю
0%
5%
10%
15%
20%
25%
%%Уникальныхпокупателей
Сумма трат за первую неделю с момента
первой покупки
7% платят <10p
35% <50p
36. Изменение магазина PointBlank
До 18 октября предметы на 3-10-30-90
дней, разброс цен, покупать на 3 и 10
невыгодно.
Изменение: линейка 1-7-30 дней с почти
ровной стоимостью одного дня, четыре
ценовых планки от 30 до 1000р за 30 дней.
Для сравнения: в CrossFire оружие на 7 и 30
дней 110-130/230-260 рублей
37. 14% <10p
46% <50p
+3% активно
платящих
в месяц
Сколько тратят новички
[PointBlank] Корзины первых покупок за
неделю, сравнение до и после 18 октября 2011
0%
5%
10%
15%
20%
25%
%%Уникальныхпокупателей
Сумма трат за первую неделю с момента
первой покупки
До
После
51. Кросс-продажи
В страшной таблице скрыт неочевидный и
важный вывод – вы не знаете сколько будет
тратить игрок, потому что он сам не знает.
Экспериментируйте и наблюдайте.
52. Ассортимент - резюме
• Ваши покупатели – от школьников до
директоров, надо порадовать всех
• Очень дешевые предметы радуют игроков
и преодолевают барьер первой покупки
• Эксклюзивные предметы приносят
отличную выручку
• Широкий ассортимент и низкие цены дают
простор игрокам для эксперимента
53. 3 самых сложных задачи
монетизации
Преодолеть барьер первого платежа
Удержать лояльность к покупкам
• Повысить средний чек в месяц (ARPPU)
56. Правильные сундуки
[R2 Online] Изменения золотого сундука
Обновление: пересмотр шансов дропа с
учетом текущей рыночной цены.
Переделка: разработка с нуля «правильного»
сундука с самыми топовыми вещами.
58. Правильные сундуки
О чем нужно подумать
• Что такое «честный» шанс
• Необходим большой приз
• Правильный баланс стоимости
• Нужны акции для привлечения внимания
• Сундуки != лотерея!
59. Правильные сундуки
Что такое «честный» шанс?
Монетка брошена 10 раз, и все 10 выпал
орел. Какова вероятность выпадения
орла в 11-й раз?
60. Правильные сундуки
Что такое «честный» шанс?
Монетка брошена 10 раз, и все 10 выпал
орел. Какова вероятность выпадения
орла в 11-й раз?
А решки?
61. Правильные сундуки
Что такое «честный» шанс?
Восприятие случайности людьми очень
далеко от рационального.
• Люди переоценивают шансы
• Редкие события порождают
легенды и мифы
62. Типичные отзывы игроков
после введения нового сундука
Если все мои друзья вытащили приз – значит и
мне повезет
Если тот парень купил 100 сундуков и получил
редкий предмет – значит мне надо купить 100
Если со 100 сундуков не получилось – админы
подкрутили шансы!
Если шансы подкрутили, но тот парень
вытащил приз – он читер и друг админов!!111
63. Правильные сундуки
Большой куш
Сундук просто манит возможностью получить
редкую и дорогую вещь
[R2] Посох Аллатариэль - $100
[Атлантика] Древний лис - $300
[Lineage 2] Священный Кристалл (S) - $1500
64. Правильные сундуки
Баланс сундука
Предмет Цена Штук Шанс Итог Вклад
Большой приз 1 7000,0 1 0,05% 7000 3,5
Большой приз 2 3500,0 1 0,10% 3500 3,5
Большой приз 3 1400,0 1 0,10% 1400 1,4
Средний приз 1 700,0 1 0,25% 700 1,8
Средний приз 2 700,0 1 0,50% 700 3,5
Средний приз 3 280,0 1 1,00% 280 2,8
Малый приз 1 140,0 1 3% 140 4,2
Малый приз 8 49,0 1 2% 49 1,0
Базовый дроп 1 35,0 1 5% 35 1,8
Базовый дроп 11 7,0 3 13% 21 2,7
Всего 100% Ценность 53,83
Цена 40
Скидка 26%
65. Правильные сундуки
Баланс сундука
Предмет Цена Штук Шанс Итог Вклад
Большой приз 1 7000,0 1 0,05% 7000 3,5
Большой приз 2 3500,0 1 0,10% 3500 3,5
Большой приз 3 1400,0 1 0,10% 1400 1,4
Средний приз 1 700,0 1 0,25% 700 1,8
Средний приз 2 700,0 1 0,50% 700 3,5
Средний приз 3 280,0 1 1,00% 280 2,8
Малый приз 1 140,0 1 3% 140 4,2
Малый приз 8 49,0 1 2% 49 1,0
Базовый дроп 1 35,0 1 5% 35 1,8
Базовый дроп 11 7,0 3 13% 21 2,7
Всего 100% Ценность 53,83
Цена 40
Скидка 26%
Ценность в рублях каждой
позиции, которую может
достать игрок
И цена сундука
66. Правильные сундуки
Состав сундука
Самое сложное в дизайне сундука – это
наполнить 97% ассортимента чтобы все были
довольны и могли продать, обменять или
использовать самим.
Лучшие кандидаты на «наполнители» сундука
– разнообразные расходники, заточки, баффы
73. Создавайте правильные сундуки!
• Игроки «лучше» вас знают шансы дропа
Смиритесь и управляйте ожиданиями
• Покупатель не должен проигрывать в ноль
Вы заработаете больше, продавая больше
• Обязательно нужен БОЛЬШОЙ приз!
• В сундуках важна новизна и обновления
• Лотерея запрещена во многих странах
• Делайте сундуки и повышайте ARPPU
74. Резюме презентации
Управляйте ассортиментом и ценами
Делайте магазин для всех игроков
Экспериментируйте! И анализируйте
Изменяйте игру под Россию
Регулярно добавляйте правильные сундуки
75. Монетизация на практике
Эта презентация выложена на progamedev.ru
Дмитрий Ножнин
Руководитель отдела аналитики
и монетизации, Иннова
Присылайте вопросы и идеи!
Уверены в себе - и резюме тоже:
dmitry.nozhnin@gmail.com
dmitry.nozhnin