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Mobile Game Live Ops (Operations (MONETIZATION (Knowledge (Vectors of…

- - - - Vectors of monetization
        
        Difficulty
        
        Band-aids
        
        premium ammo
        
        powerful boost
        
        extra moves, lives
        
        Long-term solutions
        
        permanent upgrades
        
        powerful items and characters
        
        Playable content
        
        Permanent
        
        Game trials
        
        Premium expansion packs
        
        Comsumable
        
        item rentals
        
        Game subscription
        
        Time-limited access to premium area
        
        Non playable content
        
        Cosmetic items
        
        Custumes, skins, decorations, icons, companion pets
        
        Visual effects, sound effects, animations
        
        Optional services
        
        Account name changes
        
        Server migration
        
        Private chat channel
        
        Additional character or loadout slots
        
        Time
        
        Implicitly via resources
        
        Explicity via timers
      - Establish a game economy to MAXIMIZE LTV
        
        Adjusting the
        monetization strategy
        
        Ask yourself 3 questions
        
        Who will be playing the game?
        
        How much can you get out of
        your game content?
        
        Is the audience willing to spend?
        
        Are you primed to
        deliver the value?
        
        Knowing the basics, you can now adjust your aspirations.
        
        For example, a World War II strategy game may lean towards a mature audience and have the content needed to establish a healthy, long-lasting economy
        
        A mobile endless runner, on the other hand, will skew younger players and have a hard time in converting players and extracting revenue without strong upselling techniques
        
        Remember, it's always good to look at successful games within your genre, but there is no guarantee of translating that success onto a game with a different audience, brand, or scale
        
        Purchase rationalization
        
        list of common emotional contexts and internal rationalizations used to enable spending
        
        Curiosity
        
        I really want to find out how this works or what’s going to happen next.
        
        Necessity
        
        I need to purchase this to play the way I want to play
        
        Exclusivity
        
        There is simply no way I can get this now other than paying, so I might as well spend
        
        Opportunity
        
        I don't want to miss out on this deal. It's 50% off, there’s no time to hesitate!
        
        Long term value
        
        I want to maximize my gains and minimize my loses. With a VIP program or premium subscription, the sooner I start, the better. This is even more appealing if the rewards scale and grow with my progress.
        
        Permanent value
        
        I don't want to feel like I have to keep spending repeatedly, but if a single purchase can get me 50% more XP and coins for life, I'm on board!
        
        Peer pressure
        
        My friends have all purchased this boost, and I feel like I should give back and contribute too
        
        Consumer behavior
        
        A lot of people seem to enjoy this and say it's good, I guess I can give it a try too!
        
        Recognition
        
        This thing will bring me respect and popularity!
        
        Altruism
        
        I can provide benefits to my friends and contribute to the community I care about!
        
        Evaluate your user
        
        Spending behaviors are often
        influenced by cultural differences
        
        Local pricing
        
        Evaluate the target demographic when planning your
        monetization strategy
        
        Players have limited budgets
        
        Most players have a set amount of money they are willing to spend on gaming in a set period (usually monthly because of paycheck cycles)
      - Advertsing
        
        Types
        
        Rewarded video
        
        Interstitial video
        
        Banner
        
        Native
        
        Mediation tool
        
        Remmember to update Ads networks API frequently
    - - A/B testing new idea/hypothesis
      - Key metrics to measure
      - Start with small improvement, 1 at a time
  - - - Every game economy is different, but there are a few guidelines to follow:
        
        Less is more
        
        Do not spam your players or flood them with different options
        
        Do not put excessive amounts of premium currency in your bundles and sales
        
        Do not discount heavily and maintain a steady Expected Value (EV)
        
        EVs within 100 and 160 percent
        
        If players are easy to acquire but the very nature of your game makes it hard to retain them for more than a few weeks, the EVs could in theory go up to 200%
        
        Want before need
        
        Look at usage and purchase data to determine the most desirable content and shortlist it for your most important bundles
        
        Targeting is everything
        
        customize your offerings towards individual players based on their spending pattern and current game state
        
        Timing matters
    - - Packages design with user segments
      - Push notification
      - Trigger system
        
        Recommended packages
      - A/B testing
      - Key metrics to measures
- - - - Limited-time
        
        a week or less
      - Great progression and reward loop
      - Engaging theme and content
      - Suprise content and rewards
      - Predictability schedule
      - Good value limited-time offers
      - Community effort
        
        Fanpage
        
        Push notifications
      - A Goal
        
        make event a part of iterative, learning mindset, and set goals then measure how well your events meet them
    - - List of everything you might want to change as a part of event
        
        levels
        
        quests
        
        unique ingame items
        
        special event "stores"
        
        discounts or promotions in your normal stores
        
        special event leaderboards
        
        tournaments
      - Set up your game so that you can run events from the server
      - Create a place in your game where you can list and promote current and upcoming events
      - If possible, design your game so you can have multiple overlapping events running at the same time
      - Give your LiveOps team as much flexibility as possible when creating new events
      - Having your LiveOps team set goals for their events that they can measure against when the event runs
      - Maintain an internal event calendar so your team knows what's coming up and when
  - - - Segment target
        
        Individual events
        
        Special missions, individual tournaments, and leaderboards can be very appealing and encourage players to return and engage at set times and in set ways
        
        Group vs Group
        
        guild wars, alliance leaderboards, boss raids, and group tournaments
        
        Server-wide events
        
        Massive undertakings to unlock a game feature or reward on a server-wide scale can be very appealing and encourage lapsed players to
        return
        
        Faction events
        
        If your player population is divided in factions, a faction-wide event can unify strangers against a common adversary
        
        League events
        
        Dividing players and groups into leagues with bespoke leaderboards and rewards is a good way to appeal to engaged and competitive players
      - Seasonal events
        
        Holidays
        
        App/Play Store campagin events
    - - Event intensity
        
        Scale from 1 to 5
        
        1 is assigned to casual and relaxed individual events
        
        5 represents group-based efforts with high levels of competition and peer pressure
      - Player burndown
        
        Our communities operate with finite reserves of time, money, and stamina. Running the game at high intensity for too long can exhaust even the most dedicated players, making hem feel like they cannot keep up, and are better off leaving the competition
- - - - Relevant
      - Bug free
      - Keep the game feeling fresh
- - - - The 4 Pillars of Analytics
      - Data-driven mindset
      - Space Ape slides
    - - Data Munging
        
        Events generation
        
        User properties
        
        Follow Space Ape
        
        Multi data sources
        
        Google Console
        
        Firebase
        
        Iron Source
        
        Game Analytic
        
        AppFlyer
      - Report and Vizualization
        
        Dashboard
        
        Data vizualize
        
        Retention funnel
      - Analytic and Insights
        
        A/B Testing template/process
      - Applied analytics
        
        User segmentation
        
        Target Contents
- - - - D3, D7, D14
    - - Hot deals
      - Events
      - New game updates
- - - - Story
      - Levels
      - Maps
    - - Character progression
      - World progression
      - Time
      - Resource
    - - Share goals
      - Communicate
        
        Guild
    - - The Right Message at the Right Time
        
        Reactivating a lapsed customer: 11AM-1PM
        
        Engage new users: 8PM
      - Permission Messages and Opt-Ins
        
        Inform a user of the value of subscribing to push notifications
        
        Capture user intent with buttons like 'Enable' and 'No Thanks'
        
        Trigger a Permission Request, if user indicates intent
- - - - Find The Right Game
      - Pick The Right Placement For Better UX
      - Begin Branding Your Portfolio
      - Use Trailers Of Your Other Games
      - Add “More Games” Button
      - E – Mail Existing Game Users
      - Use In – App Messages
      - Offer Incentives
      - Run Retargeting Campaigns
      - It’s important not to prioritize cross-promotion ads over 3rd party ad placements, which can actually monetize a game
        
        maybe after 5th ads
        
        maybe after retention 3
        
        mabye 2nd daily login