모바일 게임 유료화 모델 사례 분석 - Dominations

1. Kiyat Games, Inc. Proprietary and Confidential
Kiyat Games
Monetization Test I
Dominations
by Nexon

2. Kiyat Games, Inc. Proprietary and Confidential
What’s purchasable with cash?
● Premium Currency : Crown! (Product lineup exactly same as CoC)
○ $5 : 500 Crowns (1:100 ratio)
○ $10 : 1200 Crowns (1:120 ratio)
○ $20 : 2500 Crowns (1:125 ratio)
○ $50 : 6500 Crowns (1:130 ratio)
○ $100 : 14000 Crowns (1:140 ratio) - Best Value!!
○ More you spend, more you get.
● Beginner’s Package (named Starter Pack)
○ Just one package, priced @ $10
○ Package vs. Regular Purchase : Only difference is that you get an extra House
○ More house means you can do more things without having to wait.
○ To my surprise, the Starter Pack is not much more valuable than the Crown
purchase of the equivalent price.

3. Kiyat Games, Inc. Proprietary and Confidential
What can you do with Crowns?
● Saving Time!!!
○ This game make you wait for everything. Using Crowns you can skip the wait and do what
you want to do fast.
○ Average coefficient for Crown vs. Time : 2 (1 Crown translates into 2 minutes) - CoC
● Other in-game resources : Gold & Food
○ There is no constant amount you get buy as purchase allows you to fill up certain % of
current inventory

4. Kiyat Games, Inc. Proprietary and Confidential
Can non-paying users gather Crowns?
● Achieving Goals
○ Achieving each Goal (Quest) yields 2 Crowns.
○ 50 Goals = $5 worth of Crowns
● The game provides with a lot of Crowns in the beginning, and everything is very cheap.
○ Because everything is cheap (1~2 Crowns), you spend Crowns very comfortably. Users
build habit of spending Crowns, and when things get more expensive and they run out
of Crowns, they are very likely to spend cash to get more Crowns.

5. Kiyat Games, Inc. Proprietary and Confidential
Premium Currency Usage Tutorial?
● Yes.
○ Twice during the tutorial
○ Users are forced to use small amount of Crowns to learn and experience the benefits of
using Crowns.

6. Kiyat Games, Inc. Proprietary and Confidential
Monthly Ticket / VIP Mode ?
● No & No

7. Kiyat Games, Inc. Proprietary and Confidential
Monetization UI
● “+” button at the top of the main screen & “Store” button at the bottom right corner.
○ Very simple and does not overwhelm users with promotions or sales.

8. Kiyat Games, Inc. Proprietary and Confidential
Monetization UI
● “+” button triggers a small popup of cash purchasable items.
● “Shop” button opens a new Shop screen. Users can use “Treasure” tab to view cash
purchasable items.
● Tapping any of these items brings user to the transaction screen. 2 steps to purchase!

9. Kiyat Games, Inc. Proprietary and Confidential
So what’s $5 worth in game?
● 500 Crowns
● 1000 minutes of wait time
● 20~50x 100% fill for Gold or Food storage

10. Kiyat Games, Inc. Proprietary and Confidential
Conclusion
● Very simple monetization system with just 1 purchasable goods
● Time is the only benefit that paying users get. Given enough time, non-paying users can
compete on par against playing users. (Not pay-to-win)
● Does not bombard users with promotions, packages, sales, and pop-ups. Maybe because
there is only one product to sell that there is not many options for promotions.
● Monetization UI is clean and simple. 2-step procedure to purchase.
● Many of the game aspects are very similar to Clash of Clan. (ie. Shop, battle, UI, premium
currency value)