Mobile game subscription
Why?
diversifying revenue streams
Think outside the box
layer subscriptions on top of IAP to create tiers of premium experiences for your players
not the old school PC, Console: subscriptions as a content pass
IAP
Ads
and Subscription
Benefits
increase retention
increase revenue
The ability of subscriptions to defuse feelings of regret
gamers sometimes binge on IAP and then feel regret. Subscriptions can be used to structure consumption smoothing, for example, instead of eating all their cake in one day, players eat one slice each day
3 design principles
1.Design ''access''
IAP = purchase to keep
Subscriptions = purchase to access
2.Define an engagement loop to “earn”
Some games offer subscribers exclusive tournaments, items, events or early access to a major new content update, such as new levels, maps or characters
IAP = exchanged with money
Subscriptions = earned with time & skills
the most effective subscriptions mandate that subscribers must earn these unlocked benefits with their time, progression, and skills
Think of a subscription as a license to earn additional exclusive awards
subscriptions create an engagement loop, encouraging players to increase time spent in-game, and offering a reason to return day after day
Some create a durable good, such as a permanent building or character, that levels up as a player remains a subscriber for a longer period of timeIn these cases, the desired action is “continue to subscribe.”
3.Create benefits that “evolve” over time
IAP = one-time transaction
Subscriptions = experience that evolves
Some in-game subscriptions designs tie benefits’ value to the players’ in-game levels, either through points system, a separate VIP point system, or tiered rewards program. In these cases, a level 100 reward is significantly more valuable than level 10
In other games, some developers offer a milestone reward. For example, if a player has been a subscriber for 3 months continuously, they will unlock a valuable one-time reward in game.
Two target user segments
Convert New buyers
Celebrate high value users
These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount.
Surfaced right after the first-time user experience (FTUE), with benefits such as “more energy” , this subscription aims to increase these new buyers’ in-game engagement, and cultivate a habit of playing regularly and investing in their future gameplay.
players are motivated by the ability to access a premium experience, prestige, and rewards for their commitment to your game
Ludia’s game Jurassic World: the Game offers their VIP subscribers extra currency, exclusive tournaments, early access to new content, and, as with subscriptions for new buyers, access to special durables that may even strengthen over time.
Some games also offer multiple subscriptions targeted at different segments simultaneously, such that one would be more valuable to new players, and one would be more valuable to older players or those who spent a lot of IAP by design. Players then opt-in and choose whichever subscriptions offer, or both, as they like.
Dead Targets
Benefits
diversifying revenue stream
improve team capacity
increase retention
increase revenue
User segment
increase impression with Google/Apple
Focus high value user
Exclusive features
VIP support cho user subcriptions
VIP Store: được mua các skin từ trước đến h trong game mới giá rẻ hơn
Challenge mode: rework lại cái tính năng đã có
AR mode cho Android: port từ iOS sang Android (maybe)
Bộ skin súng độc quyền: quà được rải ra nhiều mốc, subcriptions liên tục càng nhiều lần sẽ nhận được skin càng xịn.
Tính năng được cộng dồn chỉ số nhiều skin chỉ Subs user mới có