How to optimize your app s monetization? Oct

Transcription

1 How to optimize your app s monetization? Oct

2 Introduction Every month, the Facebook Gaming team focuses on a different subject and shares best practices, showcases and products to help gaming developers improve their games in categories such as user acquisition, player engagement and retention, monetization, etc. Table of Contents How to optimize your app s monetization? Developer Showcase: Diamond Dash by Wooga Segmenting your user base doesn t have to be complicated Interesting examples caught on Facebook Facebook Documentation

3 How to optimize your app s monetization? This document outlines best practices with the objective to optimize monetization. The following items are suggestions only and we encourage you to A/B test all of these thoroughly as the success of these may vary from game to game and genre to genre. Diamond Dash saw a 44% increase in buyers and 32% increase in ARPU by introducing Missions to a certain subset of their players (See page 4 for more details) While weekly new content is essential to increase engagement and retention of your game, it is not enough to also significantly grow your revenue. In this document, we ve collated interesting features on optimizing monetization based on: User Segmentation Store/Bank window: price points, localization, messaging Sale: targeted sale, seasonal offer, 1st time user promotion, limited time offer Ways to make the users play more: quests, unlock extra content, mini-games Alternative payment methods: pay with mobile, in-app redemptions of game cards Links to Documentation can be found on page 14. 3

4 Developer Showcase: Diamond Dash by Wooga Wooga introduced a brand new feature in Diamond Dash which incentivized players to complete missions. In order to make sure that this has a positive impact on the game they ran an A/B test as follows Description of the A/B test: A/B test on a small cohort of players who were seeing Missions Way to re-engage users Users earn Badges for completing the missions which unlock special levels and rewards Results: Significant impact on monetization KPIs: +38% daily bookings +32% ARPU +44% buyers 4

5 Segmenting your user base doesn t have to be complicated Demographic information (Country, Age, Gender, etc.) Behavioral information (Last purchase frequency of play, etc.) Channel noobs Churned Players Highly Engaged but not paying Churned payers Highly Engaged payers 5

6 Interesting examples caught on Facebook 6

7 Adjust your price points depending on the user profile Zynga Poker: Show very low price points for players who have never paid in their game + localized pricing High 5 Casino: Show high price points in descending order. This is ideal for repeat payers Facebook New Payer Promotion: $3 for FREE Diamond Dash: Players need to answer a short quiz first before they can claim the promotion Criminal Case: Free Energy for users who qualify for the FB Payer Promotion 7

8 First time Payer Offer High 5 Casino: Unlock a game with a 1st purchase Limited Time Offers Cower Defense: One-time offer with Free currency (and timer) 8

9 Seasonal Promotions Criminal Case: Halloween buy one get one free Buy extra help to finish the game Farm Heroes: Discount on extra moves with a bonus pack so the user can keep playing (extra moves + power-ups) Monster Busters: Offer to add moves when there are only 5 left to finish the level 9

10 Pay or Play to get extra content Slotomania: Pay to Unlock a game Mini Games Mutants: Genetic Gladiators: Play to collect 5 items to get an exclusive one for free 10

11 Unbeatable offers Monster Busters: Unlimited game play for a day Candy Crush Saga: Unlimited lives for 2 hours when the user buys a booster 11

12 Missions and Daily Quests Diamond Dash: Missions to achieve to earn Badges that will unlock a special level + rewards Mirrorball Slots: Challenges where the users need to play to collect special items Try different levels of discount and messaging House of Fun: Highlights the percentage of free extra coins Bubble Witch Saga 2: Highlights the amount of extra gold rather than the percentage 12

13 Offer alternative Payment Methods Stormfall: Age of War: Buy with Mobile + Redeem Gift Card shortcuts Top Eleven: Payments made with Game Cards increased 13x once the in-app redemption flow was prominently placed in the shop window 13

14 Facebook Documentation Please find below the link to our documentation to help you integrating the products: Payment Best Practices: A/B Testing Payments: Localized pricing: Facebook New Payer Promotion: Game Card: Pay with mobile: App ads helper 14

15 Would you like to showcase your app? Does your app have original features? Do you have any feedback? Estelle Fumé at

16 How to optimize your app s monetization? Oct