2. Maximize % of paying users 3-5% of paying users on average High end is 10-15% 50% of these users rebuy People either don’t spend or spend a lot Free-2-Play -> it’s a user acquisition funnel
3. Number One Monetization Strategy: Create Perceived Value Perceived Value The key to all monetization Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality The Physical (or Virtual) Manifestation of Perceived Value is: Currency Castle Age
4. Perceived Value Self Expression Items Competitive Items Stats Upgrades Temporary stats Consumables Progress / Level Ultimately converts to currency
5. Time creates desire You want what you can’t have You want it NOW If its too easy, you don’t want it
6. Limited and Premium Items Premium You just gotta pay to play Limited Get it now or you’ll never see it again. Maybe Warstorm Social City
7. Level Locking Providing the Hope of Future Entertainment By providing visible goals and achievements, users are given a clear incentive to continue gameplay Allows for a tightly-regulated system of item release and pacing of users Nightclub City Frontierville
8. Chance First ones free Collectibles Age old mechanic to extend out perceived value Roulette Maintain pacing to fit hardcore and casual users, as well as new feature release cycles Frontierville Social City
9. Time Savers / Boosters Speed it up Quick Refill Every Stat can be filled right now so you can progress NOW Time Boost Less tangible than instant, but makes for better balancing Backyard Monsters
10. Level Tuning Throw users into a “lifetime” to earn value New User Flow Level up a new user quickly in order to create a sense of quick accomplishment and value Start with instant gratification Growth Curve Dynamics Maintain pacing to fit hardcore and casual users, as well as new feature release cycles User Loss Monitor user levels and tweak according to user drop off Nightclub City Frontierville Nanosiege
11. Summaries… Maximize % of Paying users Design Perceived Value Limit access to value Creates demand Ups retention because user derives value
