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© 2017. Company Confidential and Not for Redistribution. [email protected] 1
How to Design AnnuitiesTed Verani, VP of Business DevelopmentPocket Gamer Connects, London
© 2017. Company Confidential and Not for Redistribution. [email protected] 2
Scientific Revenue is a machine-‐‑learning based dynamic pricing platform for in-‐‑app purchases
© 2017. Company Confidential and Not for Redistribution. [email protected] 3
The magic of selling the same thing at different price points
How much is the large human bridle worth?
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Background
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Typical Game
• Your conversion is between .5% and 3%• ¼ to ½ of your purchasers buy something in the first two days• Somewhere between ! "⁄ and $ "⁄ of your players don’t visit
the coin store at all.
• You have a lot of people who will never purchase, but who will play the game for a extended period of time• Some of them have money!
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Classifying Players
Long Term Players
Purchasers
First Day Purchasers
Impulse Purchasers (“unplanned purchases”)
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How do we reach players that don’t buy on impulse?
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Inspiration
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More Inspiration: Daily Login Rewards
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On Annuities
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http://www.gamasutra.com/blogs/IsaacKnowles/20160512/272484/Want_to_Increase_Your_FreetoPlay_Game_Revenue__Retention_Experiment_With_Virtual_Currency_Annuities.php
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The Simplest Annuity That Actually Works
• First, implement a daily reward system based on currency• Make sure it works, and brings people back• Make sure it doesn’t cannibalize revenue
• On a selective basis, offer to double the daily login reward for fixed price to people who have high engagement and are unlikely to buy anything
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KEY GOAL: Little or No Cannibalization
• Annuities should NOT replace regular IAP spend• Done properly, they cause grinders to become spenders• Done properly, they often increase demand for goods and
currency (teaser / taste model)
• Add people to the conversion pool and to the long-‐‑term retention pool
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How big should your annuity be?
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Things You Must Know About Your Game
• Lifetime Spending Caps• Is it possible to “Buy the game”
• Depth versus Breadth• Do players “level up” their gear or do they buy new things?
• Minimum Values• Daily Login Bonuses• Easily earned currency amounts (typical daily earn)
• Maximum Values• Average daily spend• Typical “medium end” purchase • Annuities shouldn’t cover your spend
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Design Considerations for Annuity
• Duration• Needs to be long enough to delay most of the reward
• Need to login / need to click• It shouldn’t just accumulate while the user is inactive
• One at a Time• Do not let people purchase or receive multiple annuities
simultaneously
• Exchange Rate for how much • Use your Black Friday sale as a starting point
© 2017. Company Confidential and Not for Redistribution. [email protected] 17
Graduate School
• Randomized Rewards• Intermittent Availability• Hyperbolic Discounting• Accumulations• Punctuated Rewards
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The Monetisation Design Library• SR Resources Page.
http://www.scientificrevenue.com/resources/• On Pay to Win Strategies.
http://www.gamasutra.com/blogs/WilliamGrosso/20161102/284598/Looking_at_Pay_to_Win.php• On Daily Login Bonuses.
http://www.gamasutra.com/blogs/WilliamGrosso/20160613/274759/The_Science__Craft_of_Designing_Daily_Rewards__and_Why_FTP_Games_Need_Them.php
• On Annuities.http://www.gamasutra.com/blogs/IsaacKnowles/20160512/272484/Want_to_Increase_Your_FreetoPlay_Game_Revenue__Retention_Experiment_With_Virtual_Currency_Annuities.php
• Our IAP Survey.http://www.pocketgamer.biz/data-‐‑and-‐‑research/63436/scientific-‐‑revenue-‐‑survey/ and http://www.scientificrevenue.com/iap-‐‑survey/
• On Feeder Apps. http://www.scientificrevenue.com/blog-‐‑posts/how-‐‑to-‐‑turn-‐‑free-‐‑viral-‐‑apps-‐‑into-‐‑feeder-‐‑apps-‐‑that-‐‑actually-‐‑make-‐‑money/
• On Powerup Design.http://www.scientificrevenue.com/blog-‐‑posts/rescues-‐‑buffs-‐‑skips-‐‑how-‐‑to-‐‑design-‐‑mobile-‐‑game-‐‑power-‐‑ups-‐‑for-‐‑optimal-‐‑iap/
• On Payment Wall Design.http://www.scientificrevenue.com/blog-‐‑posts/how-‐‑to-‐‑design-‐‑an-‐‑in-‐‑app-‐‑purchase-‐‑paywall-‐‑that-‐‑earns-‐‑you-‐‑money-‐‑without-‐‑annoying-‐‑your-‐‑players/
• On Non-‐‑virtual-‐‑currency IAP Strategies.http://www.gamasutra.com/blogs/WilliamGrosso/20160202/264646/IAP_Strategies_Most_Mobile_Gamers_Dont_Hate__And_Most_AAA_Publishers_Should_Try.php
© 2017. Company Confidential and Not for Redistribution. [email protected] 19
Continuing the Conversation
Twitter:
Excellent Mailing Lists:
https://mailman.stanford.edu/mailman/listinfo/gsb-‐‑videogames
https://gaminginsiders.mobilize.io/users/sign_in
https://twitter.com/SciRevenue
© 2017. Company Confidential and Not for Redistribution. [email protected] 20
Thank You Ted Verani, VP of Business [email protected]
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Pulling it togther
• Things you already know…. • For general players, annuity should be 193 coins• Make it 200 because the difference is small and 200 is
psychologically more friendly
• What is the cost? • You know it is 200 coins x 28 days(Duration), which is 5600
coins in total • Take the Black Friday Exchange Rate, which is $.004 for
single coin • Then, the annuity cost is 5600 x $.004 = $22.40 • Which is $19.99 once you make it psychologically friendly