Premium To Freemium: Pivoting Monetization Methods For Best-Selling Apps Paul O’Connor Brand...
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Transcript of Premium To Freemium: Pivoting Monetization Methods For Best-Selling Apps Paul O’Connor Brand...
Premium To Freemium: Pivoting Monetization Methods For Best-Selling Apps
Paul O’ConnorBrand Director, Appy Entertainment
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●Developer and publisher of mobile/social games
●Founded October, 2008
●20M downloads
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Overview
• Terms
• Case Study: Trucks & Skulls
• Development Principles
• Marketing
• What We Learned
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Terms
• Premium -- Costs money to download, minimal in-app purchases
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• Freemium -- Free to download, substantial in-app purchases
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Premium Example
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Freemium Example
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Why Pivot?
• Market overwhelmingly prefers freemium monetization.
• How much will your most dedicated players pay you?
• What is your game worth? How do you know?
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Trucks & Skulls Video
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Premium Success: Trucks & Skulls
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Launch Revenue
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“Long Tail”
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Solution
• Re-launch Trucks & Skulls as freemium app
• Reduce price to free
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Trucks & Skulls Re-Launch
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Longer Tail
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Statistics
• Revenue increased 150% after pivot.
• Downloads increased 5000%
• Downloaded 100K times in a day (July 2010)
• Reached mass audience for first time
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Principles
• Take nothing away.
• Fulfill existing expectations.
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Principles
• Don’t add annoyances.
• No “hard” paywalls.
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Principles
• Correct in favor of players
• Base currency on rewards
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Monetize
• We don’t believe in “hard” pay walls.
• Don’t make player feel you are stealing from them.
• Can play full game without paying.
• Players pay because they want to, not because they have to.
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Rewards
• Reward players for past progress
• Train players to use store
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Re-Introducing Game
• Player Outreach
• Public Dark Period
• Re-Name Game
• Press Outreach
• Update Using Same App ID
• Launch Game As New Title
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Advantages
• Improved downloads and revenue
• Many more customers
• Improved review scores
• Zero customer complaints about change
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Disadvantages
• Does not monetize as well as pure freemium
• Higher costs
• Limited advertising opportunities
• Don’t forget consumables!
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Thank You!
• Paul O’Connor, Appy Entertainment
• www.appyentertainment.com
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