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Our Experience Launching
       !"#$%&##'()&*)$&+'
    a Virtual Currency
       (,-./&*'012'0331'
Outline


!  Intro
!  Considerations for Launch
!  3 Things We Did Right
!  3 Things We Did Wrong
!  Mochi Results
!  Q&A
Intro


!   World’s largest online games network
    •  #1 in comScore for online games
    •  150 million+ MAUs
    •  35...
If you build it, they will come
Not that easy, lots of considerations

•    Revenue share                  •  Promotional coins
•    Getting the best game...
3 Things We Did Right
#1: Research Interviews


!   Assumption: Consider everyone’s needs and
    concerns

!   What we did right
  •  30+ In de...
#2: Set the Bar High at Launch

!   Assumption: Good games are strong magnets




            See these games at MochiGame...
#3: Understand and align incentives


!   Assumption: We must sustain the ecosystem

!   What we did right
  •  Establishe...
3 Things We Did Wrong
#1: Currency Exchange Rates


!  Assumption: Consumers like big balances

!  What we did wrong
  •  Set exchange to $1 USD...
#2: Feature Prioritization


!  Assumption: Developers won’t need this
   yet

!  What we did wrong
  •  Didn’t listen to ...
#3: Retro-fitting games


!  Assumption: Good games will monetize

!  What we did wrong
  •  Tried to take existing games ...
Mochi Results
Case Study: SAS Zombie Assault 2
Case Study: SAS Zombie Assault 2


!   Launched June 15, 2009

!   $7-10 revenue per thousand
    game plays (RPM)

!   $2...
Virtual Currency for Distributed Games


!  29% of Flash games receive 500k+
   plays
!  Distribution is massive
!  Social...
Q&A


!  Contact info:
  •  Jameson Hsu
  •  jameson@mochimedia.com


!  Sites:
  •  MochiMedia.com - Developers / Publish...
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Mochi Media VGSU

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Mochi Media VGSU

  1. 1. Our Experience Launching !"#$%&##'()&*)$&+' a Virtual Currency (,-./&*'012'0331'
  2. 2. Outline !  Intro !  Considerations for Launch !  3 Things We Did Right !  3 Things We Did Wrong !  Mochi Results !  Q&A
  3. 3. Intro !   World’s largest online games network •  #1 in comScore for online games •  150 million+ MAUs •  35,000+ publisher websites •  15,000+ games !   Evolution: Analytics, Ads, Virtual Currency, Social Micro-transactions are the future of online games
  4. 4. If you build it, they will come
  5. 5. Not that easy, lots of considerations •  Revenue share •  Promotional coins •  Getting the best games •  Universal or game-specific •  Ease of use identities and ratings •  Support for payment •  Amount of revenue to make models (subscription, it interesting demo, micro-payments, consumables) •  Key Partnerships •  Gamer response •  Test payment providers •  Publisher response •  Distribution tools and •  Adoption blockers marketing •  Payment methods •  Currency localization •  Security issues •  Less flexibility for other •  Integration with existing platforms user systems •  Emphasis on metrics •  White-label opportunities •  Developer sophistication •  Integration in on-site store •  Etc., etc.
  6. 6. 3 Things We Did Right
  7. 7. #1: Research Interviews !   Assumption: Consider everyone’s needs and concerns !   What we did right •  30+ In depth interviews with developers and publishers •  Identified: Needs, Wants, Concerns !   Lessons learned •  Don’t just pick people who love you •  Identify potential early adopters and evangelists
  8. 8. #2: Set the Bar High at Launch !   Assumption: Good games are strong magnets See these games at MochiGames.com
  9. 9. #3: Understand and align incentives !   Assumption: We must sustain the ecosystem !   What we did right •  Established key publisher relationships •  Incentivized all parties !   Lessons learned •  Provided a case to show that we could make a bigger pie together •  Start conversations early
  10. 10. 3 Things We Did Wrong
  11. 11. #1: Currency Exchange Rates !  Assumption: Consumers like big balances !  What we did wrong •  Set exchange to $1 USD : 800 MochiCoins •  Locked in the exchange rate !  Lessons learned •  Build in flexibility to adjust exchange rates •  Spend more time with consumer studies
  12. 12. #2: Feature Prioritization !  Assumption: Developers won’t need this yet !  What we did wrong •  Didn’t listen to our developers •  Underestimated consumer appetite for goods !  Lessons learned •  Good enough just doesn’t cut it •  Iterate quickly to gain trust and loyalty
  13. 13. #3: Retro-fitting games !  Assumption: Good games will monetize !  What we did wrong •  Tried to take existing games and retrofit them with currency !  Lessons learned •  Consumption is as dependent on how an item is sold as it is on the content quality •  There’s no easy way to make money
  14. 14. Mochi Results
  15. 15. Case Study: SAS Zombie Assault 2
  16. 16. Case Study: SAS Zombie Assault 2 !   Launched June 15, 2009 !   $7-10 revenue per thousand game plays (RPM) !   $20k in first two month !   40,000+ transactions in first month !   Best selling items •  Bundles •  Continue game •  Flame Thrower
  17. 17. Virtual Currency for Distributed Games !  29% of Flash games receive 500k+ plays !  Distribution is massive !  Social tools are now portable !  Friends drive consumption !  Network effects from unified web identity
  18. 18. Q&A !  Contact info: •  Jameson Hsu •  jameson@mochimedia.com !  Sites: •  MochiMedia.com - Developers / Publishers •  MochiGames.com - Consumers / Gamers

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