Download - Rob carroll cc presentation 2011
Selling Pixels:Real-world data fromvirtual-world games
Rob CarrollDirector of Publishing
Tapjoy
Tapjoy Inc. Confidential : : : 2
Contributing Developers
Thanks!
Tapjoy Inc. Confidential : : : 3
Stat Boosts
Level Packs
Avatar Customization
Time Savings Decorations
Viral Replacements
Equipment
Resources
Virtual Good Types
Tapjoy Inc. Confidential : : : 4
Virtual Good Types
1) Time Savings:Allow the user to refill their stats or complete tasks to speed up their game play.
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2) Avatar Customization : Non stat effecting vanity items
Much more prevalent in pet care and city building
games
3) Equipment : Items in the game that give
the user a bonus or permanently increase their
stats
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Tapjoy Inc. Confidential : : : 5
Virtual Good Types
4) Level Packs:Extra content for the game.
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5) Stat Boosts:Boost that the user can buy to
power-up their game play. Usually limited time or effect
duration
6) Decorations: Non game effecting items the user can buy to customize the
look of their game
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Tapjoy Inc. Confidential : : : 6
Virtual Good Types
7) Resources:Items the user need to build other items or expand in the
game, this is often also a time savings benefit
8) Viral Replacements: Allow the user to spend
money to continue gameplay without needing to invite
friends 8
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Tapjoy Inc. Confidential : : : 7
HyperCube’s Jet Fighter
Stat Boosts Time Savings Equipment
Tapjoy Inc. Confidential : : : 8
80%
10%
10%
Jet Fighter
Ship UpgradesFuelPower-ups
HyperCube’s Jet Fighter
Free to Play Arcade Game• Twitch action game play• Lot’s of ship upgrades
Tapjoy Inc. Confidential : : : 9
80%
10%
10%Jet Fighter
Ship Upgrades
Fuel
Power-ups
HyperCube’s Jet Fighter
40%
36%
24%
Other Fighter Arcade Game
Ship Upgrades
Fuel
Power-ups
Tapjoy Inc. Confidential : : : 10
Tapjoy’s Tap Defense
Stat Boosts Equipment Level Packs
We’re Hiring!!
Tapjoy Inc. Confidential : : : 11
Tapjoy’s Tap Defense
Free to Play Arcade Game• Classic Desktop Tower Defense • Good mix of boosts and items
76%
36%
7%
Tap Defense
Equipment
Boosts
Level Packs
Tapjoy Inc. Confidential : : : 12
GameDuell’s Cleopatra’s Pyramid
Level Packs
Free to Play Puzzle Game• Timed solitaire style game play• User get’s the first levels free
and can buy extra levels
Tapjoy Inc. Confidential : : : 13
GameDuell’s Cleopatra’s Pyramid
7.6% of users bought the first level unlock
Of those 48.2% bought the second
level pack
Of the users that the second level pack, 49.9% bought the third level pack
Level Pack Purchases
Tapjoy Inc. Confidential : : : 14
GameDuell’s Cleopatra’s Pyramid
The highest % of IAP packages was $2.99
with 38.9% of all sales
Followed by $1.99 and $0.99 in 3rd
$7.99 was the 4th most bought package
The $3.99, $4.99, $5.99 and $6.99 packages didn’t
contribute much
In App Purchase Packages
Tapjoy Inc. Confidential : : : 15
Stat Boosts Time Savings Equipment Avatar
Customization Viral
Replacements Resources
Facebook Role Playing Games• Character Progression• Lot’s of Virtual Goods• Great Art and Story
5th Planet Games
Tapjoy Inc. Confidential : : : 16
5th Planet’s Dawn of the Dragons
47%
51%
1%>1%
1%
Dawn of the Dragons
Equipment
Time
Viral
Avatar
Resources
Tapjoy Inc. Confidential : : : 17
5th Planet’s Dawn of the Dragons
47%
51%
1% >1%1%
Dawn of the Dragons
Equipment Time ViralAvatar Resources 79%
12%
9%Equipment Breakdown
Random Packs
Weapons, etc
Army
47%53%
Time Breakdown
Potions
Stat Refill
Tapjoy Inc. Confidential : : : 18
5th Planet’s Legacy of A Thousand Suns
40%
1%
57%
1% >1%1%
Legacy of A Thousand Suns
Equipment Stat BoostTime ViralAvatar Resources
Tapjoy Inc. Confidential : : : 19
5th Planet’s Legacy of A Thousand Suns
70%
20%
10%Equipment Breakdown
Random Packs
Weapons, etc
Army
38%
62%
Time Breakdown
Potions
Stat Refill
40%
1%
57%
1%>1%
1%
Legacy of A Thousand Suns
Equipment Stat BoostTime ViralAvatar Resources
Tapjoy Inc. Confidential : : : 20
Exclusive!!!
Take Away Ideas
Tapjoy Inc. Confidential : : : 21
Featured Placement
• Add virtual goods to the landing/home page
• Create featured/limited item space on the page
• Items on the home page will have 150% + sales increase
• Rotate content often
• Remove feature/limited items from the market
• Great place for seasonal items
Tapjoy Inc. Confidential : : : 22
Hidden Banner Ad’s
Normal banner ad placement can interfere with game play
Place ad’s in less conspicuous areas • Inventory screens • Loading pages• Landing screen
Thank You!
Rob CarrollDirector of Publishing
Tapjoy