How to make IAP-based monetization really work on mobile platforms? - Julia Palatovska, Alish Yakubov - G5

How to make IAP-based monetization really work on mobile platforms?

Julia Palatovska, BizDev Director

Alish Yakubov, Executive Producer

We Publish and Develop Free-to-play & Casual Games

We focus on games for smartphones and tablets

More distribution channels to be added in 2012

G5 - Publisher

Over 70 Million Game Downloads, Millions of DAU

Over 200 game apps in portfolio, cross-selling

Numerous games that made over USD 1M

One game a week, pipeline for a year ahead

Millions of dollars paid to developers

Contracts with 70 developers and growing fast

Released in Sep-Dec 2011

Free-to-play game

Casual city simulator

Top 10 Grossing Game in 103 countries

$1M revenue and first million downloads in a couple of months

Free-to-Play Game

Your Casual Game Can Become a Free-to-Play Hit!

Virtual City Playground for iPad

CityVille Hometown iPad

How to monetize f2p game?

Give players a way to pay to overcome natural obstacles:

For extra energy and longer sessions

To speed up construction

To unlock new content ahead of time

To unlock more space on the map

To build exclusive buildings

Goals:

Those who don’t want to pay need to be able to play for free

Those who want to have extra fun should be able to spend money

Add progress stoppers Slow down player’s progress with:

Energy consumption

Lack of resources

Lack of virtual currency

Goals:

Players who are eager to pay should progress faster than not paying users

Add progress stoppers

Add time consumption Additional ways to slow down progress:

Raise constructing time

Raise production time

Goals:

Make players want to boost construction and production for premium currency

Let unlock content ahead of time Unlock new constructions and grades

Unlock territory on map

Unlock new Items

Unlock bonuses and boosts

Goal:

Players who are curious should be able to progress further for premium currency

Let unlock content ahead of time

Add premium content More productive premium buildings

Premium tools

Boosters and power-ups

Premium consumable bonuses

Goals:

Allow paying players enjoy the game more than other players

Add premium content

Add exclusive content Landmarks

Exclusive decorations

Cool outfit

New skins

Goals:

Allow paying players stand out of the rest

Add exclusive content

Retain a player in the game Add FREE features which will keep a player in the game and expand session time:

Moving constructions

Grinding actions

Collecting items

Goal: Expand player’s session time. The more time they spend in the game, the more eagerly they spend money

Keep a player in the game

Revenue boost after update with additional free features

Make it easy to purchase Make the path from any game location to monetization screen as short as possible:

Add shortcuts

Predict player’s wishes

Make attractive suggestions to purchase

Goal: every time when players want to buy something, they should be able to do this intuitively within 1 click

Make it easy to purchase

Make it easy to purchase

What G5 can do for you We give you a dedicated producer and share best practices

Great terms, advances / full development funding

Cross-platform Talisman technology

Cross-platform QA

Localization to 11 languages

Marketing and traffic acquisition for your games all over the world

Cross-sell with G5 games for access to millions of users

F2P approach can be applied to any genre!

Join the mobile revolution!

[email protected]

www.g5e.com