Monetization Case Study - blood brothers 2

Kiyat GamesMonetization Test V

Blood Brothers 2by DeNA

2015.10.01

Why “Blood Brothers 2”?

● It’s ranked 81 on Top Grossing Games in Google Play for US.

● “Blood Brothers” is a rare rpg series that has succeeded in both the first title and the sequel. As a publisher that deals with Asian rpg games, it would be very insightful to study and understand the monetization of the title.

● It’s a game developed by Asian developer that has been successful in US market.

What’s purchasable with cash?

● Premium Currency : Blood Sigils!○ $4.99 : 5 Blood Sigils (1:1 ratio)○ $9.99 : 12 Blood Sigils (1:1.2 ratio)○ $19.99 : 25 Blood Sigils (1:1.25 ratio)○ $39.99 : 55 Blood Sigils (1:1.375 ratio)○ $99.99 : 150 Blood Sigils (1:1.5 ratio) - best value○ The best value is a max level purchase. (more you spend, more you gain)

** Unlike other games, cheapest purchasable item is priced higher at $4.99. It’s usual for rpg’s to have items as cheap as $0.99.

What can you do with Blood Sigils?

● Blood Pact (5 Blood Sigils)○ Draws you a 4-star or higher hero.

● Daily Pact (5 Blood Sigils)○ Guarantees a 5-star hero out of 2-hero pool.○ Can be purchased in bulk for 50 Blood Sigils (for 10x).

** Given that 6-star is the highest rank, it’s strange that the game is providing access to guaranteed 5-star heroes.

What can you do with Blood Sigils?

● Beginner’s Brigade Pact (25 Blood Sigils / 50 Blood Sigils)○ 25 Sigils : 5x 5-star heroes guaranteed.○ 50 Sigils : 1x 6-star & 4x 5-star heroes guaranteed, then gives 25

Sigils back.○ 50 Sigil Pact is a better value by far.

● Event Pact (15 / 25 / 50 Blood Sigils)○ Don’t understand what BR is in the game.○ Seems to provide variety of 5 to 6-star heroes within the event hero

pool.

What can you do with Blood Sigils?

● Gold (Regular Currency)○ 1 Sigil -> 3000 Gold○ 5 Sigils -> 16000 Gold○ 15 Sigils -> 60000 Gold○ 25 Sigils -> 120000 Gold○ 50 Sigils -> 300000 Gold (best value)

Can non-paying users gather Blood Sigils?

● Completing Story Mode chapters and Event chapters○ For each Story Mode chapter cleared, players earn 1 Blood Sigil.

● Achievements (Lifetime & Daily)○ For some Lifetime Achievement, players earn increasing # of Blood Sigils.○ For completing the entire Daily Achivement, Players earn 1 Blood Sigils.

Can non-paying users gather Blood Sigils?

● Going up the ladder in Arena○ From Bronze to Gold, each rank-up yields 3 Sigils.○ For Blood League (higher than Gold), filling up each star yields 1 Sigil.

Filling up the last star yields 3 Sigils.

● Daily Login Bonus○ On every 6th day of login, players earn 1x Blood Sigil.

Can non-paying users gather Blood Sigils?

● Event Rewards○ For participating in the weekly events, you will be rewarded certain number of Blood

Sigils.

** For non-paying users, it will be very difficult to purchase the Beginner’s Brigade Pact (50 Sigils) without spending. It’s possible, but it will be very slow. (estimated 20-day of playing without spending Sigils)

Premium Currency Usage Tutorial?

● No

Monthly Ticket / VIP Mode ?

● No & No

** Unusual for Asian game.

Monetization UI

** The “+” is obvious and easy to find.

● “Blood Sigils” button at top right corner or “Pact” button at bottom right○ “Blood Sigils” button - takes you to Sigil Shop right away (1-step)○ “Pact” button - opens up the menu only if you’re insufficient. (3-step)

Monetization UI

● Sales and promotions are shown at the bottom in the main UI (scrolling). It’s non-intrusive to user experience.

So what’s $5 worth in game?

● 5 Blood Sigils

● 1 Blood Pact, or 1 Daily Pact

● 5 full refills of Energy & Morale (Stamina for PvE & PvP)

** Why $5? It is the most popular pricing for beginner’s package. Also, we feel that $5 is a comfortable range for first time converters would be willing to spend.

Conclusion

● The game has higher price tag compared to other RPGs. ○ We believe this is because the game is a sequel of a successful title. So the developer is

confident that a significant number of users will spend money. ○ Also, because the game focuses heavily on PvP and it does so successfully, users will

spend despite the high price tag in order to climb up the ladder.

● Non-paying users will have to grind out for about 20 days before being able to purchase the best value package.

● Monetization UI is very simple and well designed.

● Sales and promotions are shown in a non-intrusive way.

● No VIP or Monthly Tickets despite the game is from Asia. (Maybe this trend is only for Chinese and Korean games?)