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PocketGamer.biz14 Oct 2013

Monetizer: Gameloft's Total Conquest

Key insights

6 takeaways

01
Total Conquest utilizes a standard six-tier monetization model ranging from $2.00 to $99.99, explicitly highlighting that larger currency bundles offer up to 50 percent more value than the entry-level tier.
02
The user experience relies on a tutorial-led progression model, though it faces initial friction due to significant download requirements and premature push notification requests.
03
The game design creates persistent spending pressure by offering premium assets like additional builder slots and base shields, which are necessary to maintain competitive parity.
04
Social mechanics, including clan structures and the ability to view replays of base attacks, are used to drive engagement and demonstrate the functional necessity of defensive upgrades.
05
The game employs a dual-currency system that allows players to convert premium 'crowns' directly into soft resources, creating a friction-free path to bypass construction and training wait times.
06
Monetization is prioritized early in the user experience by aggressively incentivizing the use of hard currency to accelerate initial base building and resource accumulation.

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Transcript

[Music] hello and welcome to Pocket Gamer offices at monetize a feature this is where we played the first five to ten minutes of a free-to-play game have a look at the user experience finally is the social flow and the monetizing techniques that developers are using in the early stages of the game so today we're gonna have a look at a total conquest which is a from Gameloft I think it's fair to say it's inspired by classic lands so the first thing we see or sense of push notification is something i don't really like talk because we've not really downloaded the game and it's effectively asking you wants to spammers it's much better to have a push notification after the tutorial as much better experience in this case i'm going to allow it go want to see kind of what the what they send me when it comes to push notifications okay let me see it's loaded up pretty fast but now it's downloading some sort of a additional file

again not sometimes necessary i suppose but doesn't give you the best use of experience if you donate something load it up and ask you to send you push notifications and you wait another 30 seconds for the tablets and content yeah looks like it's done [Music] yelping tunneling baited [Music] Valley than Earth and no magic tap near the enemy outpost let us know Rosie launch all TAC where's the enemy outpost [Applause]

think as I've seen some resources some apps and apples you get into gold bulgur and go off of this apples and gold ok it's it's been leveled inserting a replay of a [Applause] will happen to my face [Applause] stolen some of our resources from waters

we play is finished this is quite interesting i suppose in a sense that a video replays and becoming a lot more kind of popular in these type of games after tragic stances on the first game session ever video replay and feature lovely can be quite useful to see how protecting the base is quite nice way over showing players that you ever look at a replay of them you can take your base okay but look like we're going to be sprung up on base now maybe a guard tower so we're going to go into [Music] that goes into the market because we should all different into the option of that tower plunk it down fish now so we need to move some of this currency this is could be the hard currency cry

[Music] you train an army you're not really the most attractive kind of subs already John's big fat Legion is so again we using are counted speed stuff up okay tell us what leagues available 15-year 500 golden 500 apples it's at the guard town [Applause] ok still your thumbs

[Applause] put my son donation [Music] [Applause] [Music] [Applause] and it's like we've succeeded so the same static lousy the units that using in the battle of Los to use as a way economic system have taken you to spend some of your resources making you Dexter then leaving them so ever seen one coin one found don't share it

[Music] [Applause] looking facebook yet [Music] so the food booths buy gold [Applause] [Music] from my apples is taxes [Music] [Music] so if those you played touch of Lansing pretty straightforward pooling resources and architects instead of builders so we need another filter 204th expensive well got obviously side of it let with her how about reduces their dental meeting encourage me

[Music] upgrading without Oh God avenue let's be interesting to see by the missing resources today's a shame this is showing the flow of the software sources' the resources but golden apples which I can't which can't buy with your money and how I convert with the coins which I can buy they obviously have one of the tutorial is general staying on base this is quite heavily in saving the classic lands on particular this game but a lot of these resource based games are very much kind of encouraging you certainly are unsettling to spend the hard currency as quickly as possible to speed things up

so now looks like a tutorial [Music] there's a laser achievements gets more currency [Music] [Applause] so get light in it what's going on here [Applause] [Music] don't have a quick look at the store so ok turn but all these so they've got these resources those the same as flash clans I'd to learn we have a shield the two software's autism one cartridge loss so I assume if we go to plus here and okay this is the type of stuff that's all these crowns are commonly taken so cheapest one is a

one-pound 49 which is two dollars and we're going all the way up to 69 99 pounds ninety-nine ninety-nine cents so that's pretty standard kind of six BAM tranche six transaction band kind of a range interestingly I mean it's got here it's telling us the is something we look actually in the game this whole of the discount and it sort of something to look at in monetize a discount currency ratio so effectively how much extra currency you get for the price compared to the minimum so it's actually work this out for us so it's kind of it interesting that it's actually get thirty eight percent extra per unit if you spend five dollars compared to the minimum going up to fifty percent so in our ratio terms of a ratio of 1.5 which is fairly standard for actually not very standard actually see it listed there

get free tokens as I would look with a this okay that's going to take us up to a tech toy store and there we go so send a tattoo at all so if we try and get more of the soft currency so route so the way we do that is by converting off authority guess these are quite small amounts at the moment so I guess as the game goes on that these may change probably lightly depends on you it lets you won't fill up how much gold stories you've got so the moment when got very much gold storage it's not gonna less get a milling a goal coming I'm going to put it so it's probably probably in the systemic memories this is a shield so this will stop people what's hacking our way to the moment when your statuses that are faced got a shield on day she two days she'll to for free

but obvi if you want a week of immunity that's 21 from 50 and 250 I guess it's not too expensive for a week of immunity first things you have to spend five dollars for 250 and what else we got to safety builders okay just 311 to get another filter that's nothing like your ex p's getting off let's just stay in cross promotion and doesn't interestingly though they're not throughout their own incentivizing those with tourism let's just get out of that will be the part of the clan structure a man there you go so oh it's never that's interesting so when you go into the settings will

fire off a game off ever there we go so well that's a game assertion of Etosha clans [Music] you

Summary

Total Conquest, a mobile strategy title developed by Gameloft, functions as a Roman-themed iteration of the established Clash of Clans formula. The game centers on base building, resource management, and tactical combat, utilizing a dual-currency system consisting of soft currencies—gold and apples—and a premium hard currency, crowns. The primary objective of the early user experience is to familiarize players with base defense and resource accumulation while aggressively incentivizing the use of hard currency to accelerate construction and training timers.

The monetization strategy relies on a standard six-tier transaction model, ranging from approximately $2.00 to $99.99. A notable feature is the explicit communication of value ratios, which inform players that purchasing larger bundles of hard currency provides up to 50 percent more value compared to the minimum entry point. The game also incorporates social mechanics, such as clan structures and video replays of base attacks, to foster engagement and demonstrate the necessity of defensive upgrades. Furthermore, the economy allows for the conversion of premium currency into soft resources, creating a direct path for players to bypass wait times.

The user experience is characterized by a heavy reliance on tutorial-led progression, though it faces friction from initial download requirements and premature push notification requests. While the game effectively mirrors successful industry standards for resource-based strategy titles, it prioritizes immediate monetization by encouraging players to spend hard currency early in the session. By integrating features like shields for base protection and additional builder slots, the game creates persistent pressure on players to manage their resources and invest in premium assets to maintain competitive parity.