Monetization Final (1) - Roblox Blog · Desktop Mobile Console 65% 20% 15% R$ Spent by Platform: 6/1/2016 Desktop Mobile Console • While desktop makes up a smaller % of the revenue

February 13, 2017Christina Shedletsky

Monetization

• ROBLOX developers can turn their ROBUX into real money with our DevEx program.

• We’ve paid out over 6 million dollars since the inception of this program.

What is the Developer Exchange Program?

• Q2-2016 Average is $6,608 per developer. This average is going up every quarter as the platform grows and you improve the monetization of your games.

How Much are our Devs Making?

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16

AveragePaidperDeveloper

• Developer monetization is growing strong and will be the majority of R$ sunk in Q3.

ROBUX Sunk per MAU:

1. Create Game2. Go cross-platform3. Retention4. Price points for all players5. Game mechanics6. Analytics7. PROFIT!!

Making money on ROBLOX

-

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

ROBLOXMonthlyActiveUsers

ROBLOX is growing rapidly – 3X more players than last year:

1/1/20

14

3/1/20

14

5/1/20

14

7/1/20

14

9/1/20

14

11/1/201

4

1/1/20

15

3/1/20

15

5/1/20

15

7/1/20

15

9/1/20

15

11/1/201

5

1/1/20

16

3/1/20

16

5/1/20

16

7/1/20

16

9/1/20

16

11/1/201

6

1/1/20

17

3/1/20

17

5/1/20

17

ForecastedMAUsbyPlatformType

Mobile Desktop Console

How can I take advantage of ROBLOX’s platform growth?

88%

12% 0%

R$SpentbyPlatform:6/1/2015

Desktop Mobile Console

65%

20%

15%

R$SpentbyPlatform:6/1/2016

Desktop Mobile Console

• While desktop makes up a smaller % of the revenue than it used to, it is still increasing every month.

Show me the Money!

Why isn’t mobile 37% of the pie ?

Most $20k+ devs have games that are cross platform:

R$/Gameplay MinuteDesktop Mobile Console

Game 1 $ 0.02 $ 0.03 $ 0.04 Game 2 $ 0.10 $ 0.11 $ -Game 3 $ 0.11 $ 0.10 $ -

• Top games that are cross platform are making similar amounts of money across platform type.

• The average first month revenue per iOS sign-up is 3.5x desktop

Games optimized for cross platform play make about the same R$/Minute:



• At ROBLOX we track retention with a number of stats D1, D7, W5

Retention is an important part of monetization:

• Offer Daily Bonus rewards to users to increase user retention.

• Giving users a higher reward based on a higher consecutive streak of visit days incentivizes users to play every single day.

Retention – Login Bonus:

• Games with Login Bonus D1 retention rate:Game A: 17%Game B: 20%Game C: 11%

• Games without login bonus D1 retention rate:Game D: 8%Game E: 8%Game F: 12%

Retention – Login Bonus vs no log in bonus:



People playing your game right now:

• User brand new to ROBLOX with 0 ROBUX• First time user to your game• Casual user of your game• Hardcore regular user of your game• Regular player of your game with a lot of ROBUX

Player lifecycle- First time users vs. Big spenders:

0.3%

0.9%

1.3%

2.1%

2.9%

4.6%

6.6%

10.5%

17.5%

53.3%

0 - 10% 10-20% 20-30% 30-40% 40-50% 50-60% 60-70% 70-80% 80-90% 90-100%

TRANSACTIONALBILLINGSPLIT

ROBLOX

Big Spenders (top 10% of payers) make up 50%+ of your revenue:

10R$,1%15R$2%

25R$4% 50R$

1%60R$7% 100R$

1%

115R$,10%

200R$2%

225R$18%550R$

24%

1000R$,9%

1900R$,21%

%REVENUEBYPRICEPOINT

Best monetizing games have a variety of price points:

#1 19pricepoints- 20R$- 10,000R$#2 11pricepoints- 10R$- 760R$#3 12pricepoints- 10R$- 2,000R$#4 9pricepoints- 10R$- 5,000R$#5 8pricepoints- 25R$- 1,500R$#6 11pricepoints- 5R$- 3,000R$#7 12pricepoints- 10R$- 1,900R$#8 9pricepoints- 5R$- 250R$#9 6pricepoints- 10R$- 1,800R$#10 9pricepoints- 50R$- 1,000R$

Best monetizing games have a variety of price points:

#1 900R$ 14%oftotalrevenue#2 280R$ 25%oftotalrevenue#3 250R$ 15%oftotalrevenue#4 1,000R$ 26%oftotalrevenue#5 1,500R$ 26%oftotalrevenue#6 160R$ 28%oftotalrevenue#7 520R$ 26%oftotalrevenue#8 5R$ 50%oftotalrevenue#9 1,800R$ 28%oftotalrevenue#10 200R$ 67%oftotalrevenue

Best price point for the top 10 games:

• A new user is not likely to spend as much as a user who has been playing for a while.

• It is easier to get someone to make a second purchase than a first.

• Make the first purchase more attractive.

New users don’t spend as much, but are still very important:



• TheStarterPackprovidesaspecial,limitedtimedealtonewusers.Thevaluepropositionandtheurgencyoflimitedtimecombinetocreateacompellingofferfornewplayers.

• RoCitizens createdaStarterpackintheirgametoincreasesalesduringearlygameplay.

The Starter Pack – RoCitizens:

The Starter Pack – RoCitizens:

• 62% increase in early game monetization

• 11% increase in overall monetization

• Took 2 days to implement

RoCitizens – Monetization Lifts:

• Users find crates in game.• The crates have different rarity item skins inside of them.• When you find one, you have to buy it immediately or miss out on owning it.• After purchase, it opens and you are randomly awarded one of the skins from

the crate that you don’t already own.

Apocalypse Rising - Trinity Crates:

Brilliant for several reasons:

• Chance game mechanic• Users always win

something• Creates purchase urgency• Serves as status symbols

and sells more crates• Accounts for 30% of

Apocalypse Rising revenue

Apocalypse Rising - Trinity crates:

• VIP servers are a unique opportunity to allow users to play in ways that they might not be able to on regular servers.• Users can experience game play that might not make sense on

general server (everyone has super fast cars, infinite supplies or money, other modified version of core game).• VIP servers renew each month generating an easy revenue

stream for many developers.

ROBLOX Specific Monetization – VIP Servers:

• Apocalypse Rising allows users with VIP servers to spawn vehicles, spawn weapons, host tournaments, and play with friends.

• Sell for 500 R$ and make up 60% of AR revenue.

Apocalypse Rising – VIP Servers:

• Users have to wait a certain amount of time before they can get key upgrades.

• Tycoons use an elementary form of this.

• Users can pay ROBUX to get money faster so they can buy upgrades sooner.

Time Gating:

Time Gating - Some Games Make Trade off Transparent:



ROBLOX provides some basic stats:• Visit by platform and time

(hour, day, month)• Average visit length• ROBUX revenue• Dev product sales revenue %

(product split)

Analytics can help you improve your game:

Google Analytics Stats you might want:• User retention• New vs. returning users• If selling currency – what users spend it on• Purchase moment• Crashes• Other event data (where in a game a user typically leaves for

example)

Google Analytics can help you get other things you might want to know:

Google Analytics Model:



Anyone who meets the requirements here• OBC member• Have 100k ROBUX• Have a verified email address• Have a valid PayPal account• Be 13+• Agree to DevEx TOS

Who can participate in Developer Exchange?

• The first time you submit a request your account is rigorously reviewed to make sure it meets all standards.• No TOS violations• Check out accounts associated with your account (alts)• Source of income on the account

• You receive a W-8 and W-9 that must be filled out and returned before we can pay you.• Pro tip- Make sure your information on these forms matches your PayPal account

information exactly for faster approval.

What happens when I submit my DexExRequest for the first time?

• Two to four weeks from submission.• Most requests come in on the first of the month, so it may take

longer if you submit it then.• You’ll receive a private message when your request is accepted or

rejected.

How long does it take to get my money?

Thank You!

Documents

Monetization Final (1) - Roblox Blog · Desktop Mobile Console 65% 20% 15% R$ Spent by Platform: 6/1/2016 Desktop Mobile Console • While desktop makes up a smaller % of the revenue