From Virtual Economy to Actual Revenue
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Using In-App Purchases in Mobile Games (research by www.soom.la) Tips for Virtual Economy Design + Case Study Tips for In-App Purchase Store Design + Case Study
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From Virtual Economy to Actual Revenue
- 1. FROM VIRTUAL ECONOMIES TO ACTUAL REVENUE Yaniv Nizan, Feb 13
- 2. Yaniv Nizan โ Short Bio โข Monetizing โข Monetizing โข Monetizing Videos blogs games โข The Other โข Advertising โข In-App gaming Purchase EyeView INTENTclick SOOMLA
- 3. About SOOMLA โข Established August 2012 โข Backed by private investors including Oded Vardi โข 100% month to month growth since launch โข Over 1M end device installs โข 5,000 Fans in Facebook
- 4. The SOOMLA Framework โข Series of Open Source Projects โข Mission: To allow indies to collaborate โข Do it once do it well โข Cross Platform
- 5. The SOOMLA Store Designer โข In-App Purchase Store SDK โข Creating seamless stores โข Management Dashboard
- 6. SECTION 1 5 VIRTUAL ECONOMY MISTAKES
- 7. Mistake 0 โ No Virtual Economy 91% of Revenue is in Selling Coins Users spend over 50% of the time in the store
- 8. Mistake 1 โ Focusing on Selling Focus on Earning Game Soft Play Store โข Increased User Engagement โข Users will buy if they have coins
- 9. Mistake 2 โ Balance = 0 โข Give users some coins โข Show them the Store before the game
- 10. Mistake 3 โ Goods lasts forever โข Rentable or consumable are Better โข Opportunities for tweaking โข Sell Everlasting items only for hard currency
- 11. Mistake 4 โ Single Currency โข Having 2 or 3 currencies gives more opportunity for tweaking โข Allows some of the goods to be purchasable only with real money
- 12. Mistake 5 โ Boring โข Users should be exposed to new goods as they progress in the game โข Complex Dependencies
- 13. Section 2 CLASH OF CLANS CASE STUDY
- 14. Clash of Clans โข $500K / day โข Record Breaking ARPU
- 15. 2 Games in One โข Building a Clan โข Accumulating wealth โข Investing in buildings โข Training Soldiers โข Fighting โข Deploying troops โข Waiting to see the result
- 16. 2 Games in One โข Building a Clan โข Accumulating wealth Resource Management โข Investing in buildings โข Training Soldiers โข Fighting Puzzle โข Deploying troops โข Waiting to see the result
- 17. Virtual Economy in Clash of Clans โข Perfect balance โข Time is always missing
- 18. Clash of Clans in the Model Tip Clash of Clans Focus on Earning Multiple ways to earn. Virtual goods impact earning Starting Balance > 0 YES Virtual goods donโt last Soldiers are killed, buildings are destroyed Number of Currencies 2 Soft currencies, 1 Hard Interesting Store Each items have multiple levels. Complex unlocking rules
- 19. Section 3 5 Tips for Store Design
- 20. Tip 1 โ Item attributes โข Product Comparison โข Reduced Complexity โข Allow easy modification
- 21. Tip 2 โ Meta and ROI Items โข Items that are โno brainerโ โข Coin magnet โข Double coins โข Currency Limitations โข Gold storage
- 22. Tip 3 โ Double Verification โข Verifying โsoftโ transactions โข Reduces the mental difference โข Get the player used to verifying โข Make actual purchase easy
- 23. Tip 4 โ Hard Items โข Some items are only available for hard currency purchases
- 24. Tip 5 โ Levels/Upgrades โข Selling different levels of the same item โข Shopping becomes an achievement โข Keeps store fresh โข Simplifies store
- 25. Section 4 CSR RACING CASE STUDY
- 26. CSR RACING โข $12M / Month โข Users spend more than 50% in Store
- 27. 2 Games in One โข Building a Car Fleet โข Accumulating wealth โข Investing in Cars and Upgrading โข Tuning Car โข Racing โข Shifting Gears โข Waiting to see the result
- 28. 2 Games in One โข Building a Car Fleet โข Accumulating wealth Resource Management โข Investing in Cars โข Tuning Car โข Racing Action / Puzzle โข Shifting Gears โข Waiting to see the result
- 29. Store
- 30. Stupid Simple โข Virtual Goods โข Cars (with levels) โข Only 5 upgrades (with levels) โข Infinite combinations โข Everything is translated to 4 attributes
- 31. CSR Racing in the Model Tip CSR Racing Item Attributes Everything boils down to 4 attributes Meta and ROI Items No specific item but itโs an ROI driven game Double Verification Yes Number of Currencies 1 Hard, 1 Soft Interesting Store Everything is in levels Infinite options
- 32. FACEBOOK.COM/THE.SOOMLA.PROJECT BLOG.SOOM.LA PROJECT@SOOM.LA Yaniv Nizan, Feb 2013