- Game Evaluation
- Game Design
- Live Operations
Dissecting motivations of gamers from all walks of life
This is the last part of F2P Monetization. In the previous part, I've covered the Hook and the Line part of the formula in common mobile games. I'll be covering the Sinker part in this post, along with some insights on Ad-based Monetization.
Daily Reward Cards - The Sinker
Daily Rewards Cards of varying time periods - Heroes Charge
An uncommon but trending IAP type is known via many terms: Monthly Card, Weekly Card, etc. The above image immediately provides 4 examples. These are long-tail benefits that provide players a small boost (usually premium currency) on a daily basis depending on the duration of the card. 30 days (Monthly Card) is the most common one found in many Asian RPG titles. They are usually inexpensive due to its non-instant benefits and are targeted towards low to mid-tier spenders. These cards are the sinker due to how it entice players to come back on a daily basis to claim what they've paid for; they boost retention rates and allow players a sense of saving up towards their next opportunity of spending premium currency.
Calculate and grasp how these IAP will benefit players based on the game's economy. If 100 Gems were to be given daily, it would take the player 10 days to earn 1,000 Gems with possible additional surplus (e.g. 500) given from doing other game activity. Would 1,500 Gems suffice for players to perform a spending activity that is satisfying for "10 days" of coming back or playing effort?
Some games with suitable content would create a one-time per day spending activity that costs really low to pair up with this type of IAP.
Ad-based Monetization (Videos)
Nothing unfamiliar to players and developers alike so I will just jump to the common ad placements in mobile games, alongside some tips:
Integrated Ad Placement in Food Street
Always curate the video-ads that are played, both in-game and the ad-provider(s). Lengthier video ads can dissociate the game's pace and impact burnout of players' willingness to watch ads the next time. Simultaneous ad views in the same game session is also discouraged with similar reason and should be limited from the game client via timers or limits.
Free2Play Monetization can be a broad topic but there is often no one best method as it is really dependent on game content. Monetization designers must understand the game's progression and economy to utilize any known techniques in their game. An attractive IAP from Game A may not directly translate the same effects to Game B, even if they are of the same genre. Look closely into your game's player community to understand the popular content players are pursuing as well as analytics to match trends with spending and usage behaviors.
Thanks for reading!