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Monetization is a top priority for anyone creating mobile games. How can publishers and developers be sure they’re doing everything they can to keep this number as high as possible? Rhett, Evan, and Chris have a few helpful suggestions and observations on optimizing in game merchandizing, and monetization trends.
Q: IAP sales are pretty important when it comes to game monetization. What are some things developers need to consider to ensure they are optimizing their in-game merchandizing?
Rhett: I see a lot of games on the app store that haven’t put much thought into the price points and currency values of their IAP store. The last thing you want is for a player to second-guess their purchase. Common mistakes are; setting price points too low, inconsistent amounts of bonus currency, not relating IAPs to specific in game items (see the Builder in Clash of Clans). This article goes into greater detail on the matter.
Evan: Keep price-quality relationship in mind when scheduling sales and other monetization events. Running sales too often can devalue your digital commodities.
Chris: There needs to be some finesse in the way you push IAP sales. Having a good way to segment these players by the packs they purchase can be a great tool to help improve monetization early and often. Were you able to get the player to spend on a discounted $4.99 bundle at $2.99 in their first few sessions? Great, you have covered the first and biggest hurdle in getting players to monetize and have built your first segment. Now it is time to see if the next pack up interests them. Find a good point in the game where the player may need a little help and offer them the next pack up at a discount to that same segment. This ladder approach gives you a good opportunity to keep these players converting and growing your ARPU and ARPPU.
Gamesauce has released Liz Priestman and Jon Walsh’s presentation from Casual Connect: The First 48 Hours!
Following the video is an interview with Liz, looking everything from her favourite mobile game, to the future of the industry.
Written by: Jon Walsh
Although the common consensus is that you should collect metrics for at least 30 days before drawing any major conclusions about the long term potential of your game, we’ve determined that there are some reliable early indicators that you should be paying close attention to after just 48 hours.
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Mobile ads come in different forms, each offering their own unique ad experience. How do you know which types will be the most effective? When is the right time to introduce ads to your game’s lifecycle? The partner relations team tackles these questions and more this month.
Q: There’s more than one kind of mobile ad out there. What are some of the advantages of using different types (video, static, rich media)?
Rhett: Video ads give players a good idea of what they can expect from the game being advertised. This increases the player’s value to the advertiser because they have already expressed an investment in the game. Rich media ads take this a step further by allowing players to get a taste of the gameplay before downloading. Players who choose to install after seeing a rich media ad are much more heavily invested.
Evan: Different types of ads can serve to monetize players at different stages of play. A static interstitial deploys quickly, and can last only a second or two. They’re ideal for level-completion or other short breaks. Video and rich media ads lend themselves better to situations where the player has more attention to devote to the ad’s content, like rewarded impressions.
Chris: As a developer, your objective when choosing to utilize ads is to earn additional revenue. Video ads and rich media ads will usually give you the higher conversion rates when compared to interstitial or banners. Some ad types may not always work in a developer’s game. In those scenarios the developer is better off using interstitials to alleviate the time it takes between each stage in the game. It is good to utilize an ad network that is flexible in its capabilities to be able to fit the needs of the developer.