Player-Centric Monetization (GDC 2015)

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Presentation by Jon Walsh, Fuse Powered CEO, at GDC 2015 on Player-Centric Monetization for mobile games. Fuse Powered: http://www.fusepowered.com

Mobile

Player-Centric
monetization
© 2015 Fuse Powered, Inc.All Rights Reserved.

Every day publishers
leave millions of
dollars on the table.
© 2015 Fuse Powered, Inc.All Rights Reserved.

Before A*er
From here
5X
More
MONEY
To here
Player centric monetization
Takes your player value
© 2015 Fuse Powered, Inc.All Rights Reserved.

Analyze > Segment > Deliver !
Player-centric live ops
© 2015 Fuse Powered, Inc.All Rights Reserved.

The fundamentals
© 2015 Fuse Powered, Inc.All Rights Reserved.

2 ways to make money
© 2015 Fuse Powered, Inc.All Rights Reserved.

You have to get both right
ADS2IAP 1
© 2015 Fuse Powered, Inc.All Rights Reserved.

1
Your game is a
© 2015 Fuse Powered, Inc.All Rights Reserved.

Be good
Retailers have to
at speciﬁc things
© 2015 Fuse Powered, Inc.All Rights Reserved.

Smart
merchandizing
© 2015 Fuse Powered, Inc.All Rights Reserved.

Sales and
promotions
© 2015 Fuse Powered, Inc.All Rights Reserved.

Limited Quantity &
Scarcity
© 2015 Fuse Powered, Inc.All Rights Reserved.

Show a clear benefit
Fair price good value
Right timing
Get it right for each player
© 2015 Fuse Powered, Inc.All Rights Reserved.

Everybody hates ads
2
© 2015 Fuse Powered, Inc.All Rights Reserved.

Wrong
© 2015 Fuse Powered, Inc.All Rights Reserved.

Everyone hates
ads that aren’t relevant and
interrupt them with no beneﬁt
© 2015 Fuse Powered, Inc.All Rights Reserved.

Relevance
Work with ad partners
that understand your audience
© 2015 Fuse Powered, Inc.All Rights Reserved.

timing
Interruption
Put them in the right places
© 2015 Fuse Powered, Inc.All Rights Reserved.

Benefit: Rewarded ads
Fair trade
First virtual currency
Increase retention & conversion
© 2015 Fuse Powered, Inc.All Rights Reserved.

Unlimited supply
You have an
of virtual goods
© 2015 Fuse Powered, Inc.All Rights Reserved.

Unlimited demand
You should also have
© 2015 Fuse Powered, Inc.All Rights Reserved.

PAYING PLAYERS DAYS TO 1ST IAP # OF IAPS ARPPU
WATCHED RV 4.67 3.08 $18.95
DIDN’T WATCH RV 2.94 2.49 $15.60
6MM PLAYER SAMPLE
9% OF PLAYERS INTERACTED WITH REWARDED VIDEO
37% OF PAYING PLAYERS
54% DID SO BEFORE MAKING AN IAP
Rewarded ads: case study
© 2015 Fuse Powered, Inc.All Rights Reserved.

24%
Paying users that
watched
rewarded vide.
made 24% more
purchases
© 2015 Fuse Powered, Inc.All Rights Reserved.

21%And spent 21%
more money!
© 2015 Fuse Powered, Inc.All Rights Reserved.

Switching costs very low
attention span in minutes
Sophisticated and demanding
need to engage immediately
if they don’t pLay they can’t pay
challenges
© 2015 Fuse Powered, Inc.All Rights Reserved.

4 step foundation
Set key monetization points1
Define user segments & offers2
Deliver offers3
Measure and optimize4
© 2015 Fuse Powered, Inc.All Rights Reserved.

players
Where are your
And what do they need?
© 2015 Fuse Powered, Inc.All Rights Reserved.

Typical Monetization points
OUT OF
ENERGY
OUT OF
CURRENCY
GAME
SESSION END
POST TUTORIAL
AND FIRST
ENGAGEMENT
LOOP CYCLE
ENTER IAP STORE
AND LEAVE
WITHOUT BUYING
LEVEL
COMPLETION
OR POWER UP
© 2015 Fuse Powered, Inc.All Rights Reserved.

Sample player segments
DISENGAGED
MINNOWS
NEW PLAYERS
FIRST
CONVERTING
PLAYERS
NON-PAYERS
MINNOWS,
DOLPHINS,
WHALES
FIRST OFFER
NON-PAYERS
© 2015 Fuse Powered, Inc.All Rights Reserved.

Player-Centric Live ops
© 2015 Fuse Powered, Inc.All Rights Reserved.

© 2015 Fuse Powered, Inc.All Rights Reserved.

Result: 5x more revenue
© 2015 Fuse Powered, Inc.All Rights Reserved.

Know your players
Dynamic real-time oﬀers
Get the oﬀer cycle right
© 2015 Fuse Powered, Inc.All Rights Reserved.

Shameless plug
© 2015 Fuse Powered, Inc.All Rights Reserved.

jwalsh@fusepowered.comQuestions?
Good Luck!
© 2015 Fuse Powered, Inc.All Rights Reserved.

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