Josh Burns, Associate Director of Product at 6waves, presented at our SF Game Monetization event on May 9th, 2012. Check out the SF Game Monetization meetup: http://www.meetup.com/SFGameMonetization/
In this presentation, Josh shares his learnings from working on hit Facebook games such as Kingdoms of Camelot and Ravenwood Faire.
7. Instant Completion
• “Finish Instantly”
allows players to use
Facebook credits to
complete a training
session instantly.
• These accelerators are
priced modestly to
lower the barrier to
purchase.
17. Player Bonuses for Retention
• Player receives more
coins for every day
he/she comes back to the
game
• As the bonus get better
each day, the player is
incentivized to return to
the game.
19. Player Bonuses for Retention
• Players must collect four
parts to complete one item.
• Encourages players to return
to the game several days in
a row.
• Offers exclusive rewards
that cannot be purchased in
the game.
20. Player Bonuses for Retention
No cap for consecutive daily logins. Players are offered their pick of bonus
Players receive different bonuses each gifts. Additional “picks” are given for
day. each consecutive daily login.
26. Payment Page Optimization
How to increase the pay rate and ARPU?
- Highlight the ‘Buy Coins’ button
- Label and highlight the ‘Best Deal’ option
- Make sure the ‘Best Deal’ option is above the
fold (visible without scrolling down)
- Give away special items when players buy the
‘Best Deal’ package
- Set a higher threshold for the cheapest payment
option, e.g. US$2 (20 Facebook Credit)
Confidential 26
28. Premium Currency Sale
• Things we tried:
– 25% - 75% discount on item sales
– Time limited offers
– Viral promotions (buy something and a friend of
yours will also get it for free from you as a gift)
– Bundle purchases
• What worked best?
30. Premium Currency Sale
Revenue
$$$$$$$
Buy 1 Get 2
Free Events
Notice the increased frequency of
promotions will not reduce the
revenue in the later periods
Date (Days)
31. Buy 1 Get X Free
• Best Practices
– Always have item clearance sale at the same time as an item sale, to sink
the currency out of the system at an accelerated rate; this prevents
hoarding or stockpiling of premium currency
– Seasonal item inventory (whose date has passed) is always a good target
for a clearance
MON TUE WED THU FRI SAT SUN Total
10 coins 10 coins 20 coins 10 coins 10 coins 10 coins
Purchased None $60
for $10 for $10 for $10 for $10 for $10 for $10
Spent 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins 10 coins
Balance 0 coins 0 coins 10 coins 0 coins 0 coins 0 coins 0 coins
10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins
Purchased $70
for $10 for $10 for $10 for $10 for $10 for $10 for $10
Spent 10 coins 10 coins 20 coins 10 coins 10 coins 10 coins 10 coins
Balance 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins 0 coins
User spends 2x more than
normal due to item sale
- Show low price point item on the side. Picture of item worth 1fbc
- New birds are what generates the most revenue in Birdland- it is important that this is the first offer the player sees upon entering the game.
Comparison between March 5th and March 6th data:Daily Revenue: Increased 24%Pay Rate: Increased 28%ARPU: increased 120%Remove dates/blow up graphRemove different peaksOn the bottom write time, on the side write metricsFind announcement if possible
Compare this with the daily login bonus for sunny beach. Sunny beach initially gave coins as the reward, but the difference was that they rewarded the user with the same number of coins every day he/she returned. In this case, a higher reward for every day they come back is a greater incentive.
Note the item is exclusive to the daily login bonus.Remove data, show only as an example of well implemented daily login bonus.