How to optimize your app’s monetization?

How to optimize your app’s monetization? This document outlines best practices with the objective to optimize monetization. The following items are suggestions only and we encourage you to A/B test all of these thoroughly as the success of these may vary from game to game and genre to genre.

Diamond Dash saw a 44% increase in buyers and 32% increase in ARPU by introducing Missions

to a certain subset of their players (See Slide 3 for more details)

While weekly new content is essential to increase engagement and retention of your game, it is not enough to also significantly grow your revenue. In this document, we’ve collated interesting features on optimizing monetization based on:

•  User Segmentation

•  Store/Bank window: price points, localization, messaging…

•  Sale: targeted sale, seasonal offer, 1st time user promotion, limited time offer…

•  Ways to make the users play more: quests, unlock extra content, mini-games…

•  Alternative payment methods: pay with mobile, in-app redemptions of game cards

Links to Documentation can be found on slide 18.

Developer Showcase: Diamond Dash by Wooga

Description of the A/B test:

•  A/B test on a small cohort of players who were seeing Missions

•  Way to re-engage users

•  Users earn Badges for completing the missions which unlock special levels and rewards

Significant impact on monetization KPIs: +38% daily bookings

+32% ARPU +44% buyers

Results:

Wooga introduced a brand new feature in Diamond Dash which incentivized players to complete missions. In order to make sure that this has a positive impact on the game they ran an A/B test as follows

Segmenting your user base doesn’t have to be complicated

nOObs Churned Players

Highly Engaged but

not paying

Churned payers

Highly Engaged

payers

Demographic information (Country, Age, Gender, etc.)

Behavioral information (Last purchase frequency of play, etc.)

Channel

Interesting examples caught on Facebook

High 5 Casino: Show high price points in descending order. This is ideal for

repeat payers

Adjust your price points depending on the user profile Zynga Poker: Show very low price points for players who have never paid in their

game + localized pricing

Diamond Dash: Players need to answer a short quiz first before they can claim

the promotion

Criminal Case: Free Energy for users who qualify for the FB Payer Promotion

Facebook New Payer Promotion: $3 for FREE

High 5 Casino: Unlock a game with a 1st purchase

Bingo Blitz: 1st time buyer special store with 50% off discounts and very low

price points

First time Payer Offer

Cower Defense: One-time offer with Free currency (and timer)

Caesars Casino: Deal of the Month. Pressure thanks to timer + “1 Package Left” mention

Limited Time Offers

Heart of Vegas: Trick or Treat for Halloween Criminal Case: Halloween “buy one get one free”

Seasonal Promotions

Monster Busters: Offer to add moves when there are only 5 left to finish the level

Buy extra help to finish the game Farm Heroes: Discount on extra moves with a bonus pack so the user can keep

playing ( extra moves + power-ups)

Heart of Vegas: Jackpot Winners get early access to a new game

Pay or Play to get extra content Slotomania: Pay to Unlock a game

Mutants: Genetic Gladiators: Play to collect 5 items to get an exclusive one

for free

Mini Games Heart of Vegas: Lucky Wheel that

determines the price of an exceptional amount of coins

Candy Crush Saga: Unlimited lives for 2 hours when the user buys a booster

Unbeatable offers Monster Busters:

Unlimited game play for a day

Mirrorball Slots: Challenges where the users need to play to collect special items

Missions and Daily Quests Diamond Dash: Missions to achieve to earn Badges that will unlock a special

level + rewards

Bubble Witch Saga 2: Highlights the amount of extra gold rather than the percentage

Try different levels of discount and messaging House of Fun: Highlights the percentage

of free extra coins

Offer alternative Payment Methods Stormfall: Age of War: Buy with Mobile +

Redeem Gift Card shortcuts Top Eleven: Payments made with Game Cards

increased 13x once the in-app redemption flow was prominently placed in the shop window

Facebook Documentation

Please find below the link to our documentation to help you integrating the products:

•  Payment Best Practices: https://developers.facebook.com/docs/payments/bestpractices

•  A/B Testing Payments: https://developers.facebook.com/docs/howtos/payments/testing

•  Localized pricing: https://developers.facebook.com/docs/payments/bestpractices#international

•  Facebook New Payer Promotion: https://developers.facebook.com/docs/concepts/payerpromotions/

•  Game Card: https://developers.facebook.com/docs/concepts/giftcards/

•  Pay with mobile: https://developers.facebook.com/docs/payments/shortcut/

Does your app have original features?

Do you have any feedback?

Email Estelle Fumé at estelle@fb.com

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