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Mobile Games Monetization - the Bejeweled way
1. Mobile Monetization – The Bejeweled Way
Giordano Bruno Contestabile, PopCap Games
June 20th, 2012
Twitter: @giordanobc
2. My job: managing the business…
…even though I suck at it!
My excuse: half of those people work at PopCap
• But so do I
3. Some quick facts
Launched in late 2000
History: Bejeweled, Bejeweled 2,
Bejeweled Twist, Bejeweled Blitz,
Bejeweled 3
Key platforms: PC/Mac, Facebook,
iPhone, XBox360, DS
Units: > 55 million
Installs: > 200 million
MAUs: > 25 million
Users: 500 million+
4. One Very Long Minute
History of Bejeweled Blitz on Facebook & iOS
Bejeweled Blitz launched on Facebook in December 2008
Blitz mode and FB Connect added to Bejeweled 2 iOS client (April 2010)
One of the first games to be fully integrated FB and iOS
3+ years from launch, still consistently popular:
• Facebook: top 10 games by DAU (3M+)
• iPhone: top 10 top grossing games
Bejeweled Blitz iOS launched as freemium game in December 2011
7. Premium Vs. Freemium: Downloads
Freemium client has 9x as many downloads per day vs. premium
Bejeweled Blitz
Bejeweled
8. Many Play For Free…
As expected, ARPPU declined when switching from paid to free
• Higher percentage of free players
ARPPU still higher, but closer, to Facebook
9. …But Enough of Them Pay!
Increased user base driving much higher revenues
10. Facebook Connect: A High Barrier
Approximately 25% of Blitz iOS
downloads have activated
Facebook Connect, unlocking
full game content
FB Connect was required to unlock full features
Launched “Universal Mode” in June 2012
FB-connected users tend to spend more
12. Comparing iOS to Facebook
Key Metrics iOS (FB = 100)
Daily Active Users Weekly Average 33%
ARPU DARPU 196%
Engagement Games played / day 208% (52!)
Retention 7-day retention 200%
Monetization % of paying users 205%
13. Learnings – behavior iOS vs FB
On most metrics, iOS users are 2x higher than Facebook users
Contributing factors:
• “Always on, always with me” nature of mobile
• Bejeweled Blitz strongly suited to bite-sized gaming
• Efficient Apple ecosystem, in particular for billing
We see significant FB / iOS cross-over in user base
• New FB users discovering the game through iOS first
15. Boosts
Low-priced in-game effects meant to be used regularly
Balanced not to grant excessive advantages
• The better player will still score higher on average
16. Rare Gems
Higher-impact bonuses
Can be activated every few games, appearing randomly
Require skill to be fully taken advantage of
Entertainment value as important as effect
17. Daily Spins
Slot machine mechanic granting in-game currency
1 free “daily spin” every day
Additional “daily spin” can be purchased
18. Key tenets
“Play forever”: no pay walls or limitations for non-paying users
Game is fun and balanced also without paying
Pay to have fun, not because the games forces or punishes you
Server-side code to tweak economy in real time
Events really important: busy marketing calendar
19. Our secret? Science!
mF =↑eng + ↑ret + ↑mon
…that I just made up!
More fun = more engagement, retention and monetization
A simple equation…
If players are having fun they will play, stay and pay