Monetizing the Tutorial to Increase In-App Purchases
W3i collaborates with developers to optimize monetization tools such as in-app purchases. By identifying high conversion in-app purchase touch points in a game, developers can capitalize on a similar implementation.
Venan Entertainment is an experienced game developer, developing games since 2002 (Space Miner Blast, Ninjatown). For their new title, Book of Heroes, Venan partnered with Recharge Studios utilizing the AppX fund, a $10 million fund created to help developers accelerate their game business. AppX provides a free suite of services; user acquisition funding, actionable insights and game-changing production support with no long-term revenue share and without giving up IP rights.
During the post launch, the AppX team observed healthy activity of in-app purchases in the tutorial and wanted to understand why 25% of the paying users were purchasing an armor bundle virtual good.
In our combined analysis with Venan, we found that the largest monetizing event in the game was during the tutorial. The game was artfully displaying the advantages of a high cost item at the perfect time during the game.
First, the player is shown the context of what is going on in the game. The player must understand the value they are getting from making a purchase before they are presented the offer or they will not make the purchase!
In Book of Heroes, the player is in the game for about three minutes before they are given the opportunity to make a purchase. This makes the player familiar with the mechanics of the game. At the opportune time, the player is presented a bundle of upgrades for their avatar, not the in-app purchase screen. The player is required to purchase armor, but they can choose from multiple tiers. The first tier is easily attainable with their default premium currency amount and provides a minor improvement to gameplay. The second is exactly the cost of investing in the minimal IAP purchase of $1.99 and provides a large advantage over the first. The third requires the IAP of $4.99, and creates a huge advantage for the user’s avatar.
Combine this with a seamless visit to the IAP screen, back to the bundle purchase area and the handy discount amounts on the IAP screen showing the advantage to making a higher purchase, and you have a great monetization event.
Contact W3i to collaborate in growing your app business. Now time to incinerate some Rath’een Warlocks!
Jimi Van Guilder, Producer, Recharge Studios, W3i, LLC
Jimi is a mobile content expert with a decade of experience working with brands that include Nickelodeon, the NFL, NBC, Marvel, Snoop Dogg and LucasArts. Jimi heads up production at W3i’s wholly owned publishing arm and investment fund, Recharge Studios.
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