igor klyukin, pixonic
TRANSCRIPT
Igor KlyukinCOO, Pixonic
In-Game Offers: Pitfalls and Solutions2017
• Founded in 2009• 3 offices: Moscow, Belgorod, Berlin• 130 employees• Included in App Annie’s Top-3 Fastest-
Growing Publishers in Russia and the CIS
PIXONIC
• PvP 6 vs 6 MMO-shooter
• Release date: April 2014
• Total installs: 37 mln
• DAU: 1.4 mln
• Regions: US, Japan, South Korea, UK, Germany, Australia, Canada, Russia
WAR ROBOTS
PICK THE RIGHT APPROACH
WINWIN
STARTER PACK
•Player gets HUGE discount
•We get first payment and next 30 days retention
STARTER PACK OUTCOME
increased payment conversion for the first 14 daysx1.8
times users returned to collect bonus for the next 30 days~26
New payers conversion
day-1 day-7 day-14
2,01,81,61,41,21,00,80,60,40,20,0
0,5
1,1
0,9
1,61,8
1,0
BEFORE AFTER
DIRECT OFFERS
«Premium»content with
30% discount
«Basic»content with 90% discount
OR
ONE TIME OFFERSRevenue
New payers conversion
30% discount90% discount
30% discount90% discount
6
5
4
3
2
1
0
2,5
2,0
1,5
1,0
0,5
0
DIRECT OFFERS FOLLOW-UP
Useless content (game issue) Game quality first
Wrong offer (targeting issue) Personal offers
Unbalanced content / “Pay-to-play” All content achievable
Offers expectation There is no pattern to get used toWe don`t offer currency directly
WINWIN
Offers Events
YOU COULD DO BETTER!
Offers vs Events
MAKE A FREE2PLAY EVENT!
• Free to participate• Entertaining process • Contains rewards• Time/efforts/money
CHESTS WITH RANDOM PRIZES
FEW POINTS ABOUT OUR EVENTS
*Oоps, we made a mistake at first
CHEST
• Make entertaining atmosphere
• Give your players rewards
RОULETTE *
• Add emotions to the process!
• Promote high-value prizes available
ALSO SHOULD BE NOTED
EVENTCOINS
• Involve more players: give free coins at the start and make them easy to earn
• Provide paying users with the opportunity to spend money on them
PRIZE LOG
• Let players overview and share lists of their rewards
• Promote the event: show the best prizes at the top of the list
WHAT WE ADDED IN OUR NEXT EVENTS
GLOBALNOTIFICATIONS*
• Promote event, involve more players
• Show that prizes and winnersare real
PROGRESS BAR* AND DIFFERENT VALUE CHESTS
• Give player a way to «control» randomness
• Provide users with the opportunity to pick their own way to play and spend money
*Oоps, we made a mistake with that, too
•+45% ARPDAU at Halloween event•+110% ARPDAU at New Year event
DaysHalloween New Year
IT`S PART OF YOUR GAME. DEVELOP IT.
Days
SCREW-UPS
RОULETTEGLOBAL
NOTIFICATIONS PROGRESS BAR
SEASONAL EVENT FOLLOW-UP
• Involve everyone• Create a seasonal atmosphere• Design it for all players• Avoid the sense of fraud• Negative feedback is imminent - be ready
Think Win-Win!
