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info@@scientificrevenue.com Pricing Without Compromise
Mobile Monetization Strategies for a Free to Play World
June 28, 2016
info@@scientificrevenue.com Pricing Without Compromise
We Recently Did a Study
http://www.scientificrevenue.com/iap-survey/
info@@scientificrevenue.com Pricing Without Compromise
Most Developers Use IAPs
Most of our respondents use IAPs
info@@scientificrevenue.com Pricing Without Compromise
But … Pricing Itself is Somewhat Neglected
info@@scientificrevenue.com Pricing Without Compromise
Sometimes Very Neglected
info@@scientificrevenue.com Pricing Without Compromise
This Talk is about Conversion
They only gave me 20 minutes!
info@@scientificrevenue.com Pricing Without Compromise
Global Survey: PLAYERS do not match PAYERS
PAYERS:Low purchase rate
PLAYERS:Lots of global traffic
info@@scientificrevenue.com Pricing Without Compromise
Countries versus Percentage of Users
info@@scientificrevenue.com Pricing Without Compromise
Countries versus Percentage of Transactions
info@@scientificrevenue.com Pricing Without Compromise
Important Fact: People Who Buy Stick Around
• Random game from the ones we manage:
• D7 Retention of D{1-3} purchasers: 39%
• D7 Retention of non-purchasers: 21%
• Another random game from the ones we manage:
• D7 Retention of D{1-3} purchasers: 43%
• D7 Retention of non-purchasers: 16%
• In general the pattern holds:
• People who buy, retain at about a 2X rate
info@@scientificrevenue.com Pricing Without Compromise
If You Sell IAP and Show Ads, That Means
When people buy … they stay around
Which means … you get to show more ads
It’s a DOUBLE-DIP
info@@scientificrevenue.com Pricing Without Compromise
Note Also That People Who Buy Also Buy Again
• (Same) Random game:
• Second Purchase Rate: 36%
• (Same second) random game:
• Second Purchase Rate: 29%
• In general the pattern holds:
• Most games have a 20% to 60% second purchase rate
info@@scientificrevenue.com Pricing Without Compromise
If You Sell IAP and Show Ads, That Means
When people buy …
You get to show more ads ...
And you get a second purchase
That’s the legendary TRIPLE-DIP
info@@scientificrevenue.com Pricing Without Compromise
info@@scientificrevenue.com Pricing Without Compromise
Moral: Adapt Prices to Increase Conversion (*)
(*) Or have our amazing dynamic pricing engine do it for you. [email protected]