PlayFab on game monetisation with live game operations

[Music] okay so this talk is gay monetization with live game operation so I'm gonna cover a lot of things okay we have about 15 to 20 minutes together that's very short to cover the whole subject of monetization live game operation so what I did in this talk is get real data first and second there's a lot of books that I'm telling you to read and to cover so she won't take pictures feel free I'm all okay with that so just to give you an idea also play fab has been there for a very long time we're not part of Microsoft since the years it means that you have access all as your services to play fab as well so we have

a lot of games lot of players and thank you Daniel as well from cool abilities also using play fab and it was a good introduction to this talk so we're gonna go a bit deeper into everything they have said so to start with um let's go so to start do it yeah live game operation is a thing but prior to that you have to make a good game before even thinking about live game operation you have to make a game that has a hook that is good and that in three second of looking at the game you actually know what this game will be about and that is really important for the future steps of live ups you have to know very fast what this game is all about and it's gonna make sense as we progress through this talk so when I'm say dynamic content it is part of your process at the moment that you have defined what is your game will be that as you develop your game is that you make your assets and your process and your game loops and meta games and game mechanics that dynamic

when I say dynamic it means it can be changed from outside of the game you're gonna go a lot faster to iterate you're gonna go a lot faster to actually validate if what you're doing is good or wrong true segmentation or a/b testing we're gonna look at this in a little bit so the most important metric in live ups is retention it doesn't matter what you're thinking about in terms of Congress thing to monetization or something like that if you don't have players won't make money it's that simple so tension will impact your LTV lifetime value of a player automatically so where the players are coming from which channel are they coming from which platform are they using it's all questions you have to answer where your players are coming from and if they actually retain a lot or not are they actually converting to payer or not it's

all questions you have to answer to do proper live game operation if you cannot answer those questions it's gonna be very hard to optimize and to also target as you get to grow your game and to keep your retention even longer then you're gonna be able to understand which kind of players you have and give them what they want that's the whole point right do you know where they're coming from you know what they want there's a book about that it's called influence very old book it's really about the integrity of someone into what they like as a persona and what are the emotional triggers that will keep them inside of your game when you're gonna play your game gonna be well this this this give me a vibe this is great so you have to identify these little key point of your game true session play session length session replay in a day in a week to

validate those change that you're making in the game retention again three-column very simple on the period of time of six months all the players inside of play fab and other analytic platform when they pay on the first day when they pay after 28 days when they pay on the first day when they pay after 28 days for the first payment so what you're seeing here is that there's a good chunk of your players across all the pool of games that will only start to monetize after 28 days so it's true that one day Ratan is important it's true that that seven-day and so on but you have to keep the player way longer than that there's many wells that starts to pay after 100 days so you need live ups you

need content you need retention to keep them in your game if you want to make money this talk is about making money and when you look at the people who spend over $1000 worth 74% of the days possible to play since the first time they play that they played I love playing I'm saying alright but they play almost every day so another good book so um this book is quite funny okay because he can use it if you're making TV series you can use it if you're writing books it's all about that little thing as part of a chapter that leads you to the other chapter afterwards live game operation when you bring content to your player such as a holiday such as a special event for your art core gamers when they finish it they

want to see the next one and that's really important because you want your payers to pay again you want them to stay in the game after the first time they pay so having those really really long we say understanding of how to format your game will literally improve your retention and your monetization it's a given so um as we go through retention you know when monetize now you want to grow your game if you look lies your game in this languages is ten languages that are here you're going to cover 92% of all the spending in the world so if you are going for hyper casual games you're gonna be on ads related so again you have to localize five more like

just to cover 74% of all the download in the world localization is extremely important and one thing you have to know is that 50% of the people on this planet only buy something when you talk to them in their own mother tongue language because it convinced them it's Finn's it feels natural so that's a stat across all businesses all the industries have their localized so here are some more stats that are very interesting games that are popular to be downloaded and not officially the ones who makes the most money so if you look like in Japan chicken Cologne and there's the big red maroon color that sport's being downloaded on the second side so here right so they download a lot of sport game but it's barely make any in-app purchases right so obviously these games runs on ads probably so you have to

really target where you're going with those games tied game play metal games that you're doing because it might influence actually for our first or our currency gained through Amanda and ads final 90 percent of the players in any game will probably tolerate ads 90 percent don't be afraid of it it might be that little taste of art currency by watching an ad that the player will do to after that actually do more in-app purchases so it's a good initiator let's go on time spent again so if we take the top 200 games you can see that time spent through session length number of session

it's very important to make revenue to all the style of games so obviously if we go by style or jaw it's gonna be very different but still it's a very good KPI to keep in mind is that the games are making a lot of money too in app purchases there's more time being spent into them I guess it's obvious they're just fun right so now we go into breeding life with live ups so so here's four colors so the one on the left or the one that takes the most time to implement and the one on the right or the one that takes the less time to implement so so if we start on the right it's got chopped putting a virtual store randomness but also like achievements it's gonna improve your retention as much as your monetization services and through all of these point we can literally ever talk

about see each of each of these one so I'm not gonna do that but what I'm gonna do now is still go into some games to implement some of these features or I would say systems and we're gonna try to look a bit about them and see if that makes sense I think it all makes sense so um I guess most of you know this game when you play this game after depending how you play sometimes it's after half an hour sometimes after a couple of hours there's a little thing that starts to pop on the right with a tulino I would say I'm boarding on it it's this safe and then it tells you something about the safe if you want to get what's inside of the safe you have to buy the safe the safe you actually are going to

fill it as you play the more you play the more it's getting filled so in some way you work with right you work for your you know art earn it currency and as it goes it it goes very high and all the way to five thousand it's like okay now it's time to buy it it's full and there's one thing about that safe is that if you don't buy it it will go over five thousand at one point after one mother play will go to ten thousand after two months of play not buying it it's gonna go to twenty thousand and this is one of the most used technique for first-time payer and you probably know this one the IKEA effect you've worked for every yard it's not yours it's now so much more valuable it makes sense to buy it it makes sense to make it yours and

obviously there's books about that there we go so you know then I really probably is a lot of you and also the one on the right is very important it's I'll call it the hot buttons so hot buttons regarding the seven sins that goes to all the emotions toward how to trigger feelings toward your players but also all the I would say like all the guilt procedures to get you to pay it's very interesting book so both of them so this is more or less how to make sales in your game and how to put proper pricing and so on you have to go through them if you if you have not today so let's go on VIP system so the IP system are very popular in Asia it's getting more and more popular in the Western world the IP system are very good simply said when you have a clan or a group of people you have these ladders

inside of the of the clam or as an individual depending on how you put your VIP system and each of those features will actually give you a boost in your game and will improve your gameplay and as you grow to a chat for example you can see which VIP level each are each of the players so then you have a lot of feelings again about that so let's say I'm VIP level 10 or I'm a big shot you know my my comments are wearing more important and others but also it comes with props sit so for example I mean I might be able to help other of my clan mates so that they are more successful and then here's the thing is that country wanted VIPs loop of helping others then at one point you expect others to help you as well right so then there's retention effect that comes that every flowers you're going to come back in the game and obviously spend some more time and the points

regarding how to level up in those VIP can buy them as well most of the time so when you buy some art core currency also come with some VIP points which will bring you to a group which will grow your your how good you are as a player and obviously it will it will go into a system that is easy to manage as well and easy to understand your overall economy flow through your players I will eventually monetize as much as possible and your update as much as you can in the store itself if you have a mobile game on Steam you have to optimize all these flows these icons is very important so optimize as much as you can it's a given and like when you're working with people with groups there's a good book very well propaganda it covers everything about how to spread energy through groups to convince them and to actually bring them somewhere and then there's a series made by which is named again Adam Curtis yes it's the

century of self and then that's the application of this technique to society so it's very interesting how government actually putting that into society to make it work and so then you can see the real-time effect today in the games well before it was just analogy so uh last one so very important to have an engagement calendar you need to be able to understand what's going to come up in in a month of time but also to work as a team you have to be able to say I'm gonna make event is very Art Core on monetization next week so probably that this week I'm gonna make more an event related to retention so different type of events color code all of these events make sure that it's well spread into your team so that they are aware what's coming up and that's ideal minor which is from Kali because as before they do that very well and it's been very successful for them so I encourage you to do the same and to really personalize each of those events through Allah days

but also go through each of the countries and and figure that out put it in calendar so that the design crew can come up with the proper flow to be always ready when they come so oh again there's a book about that the risk aside the very old book it's about how to manage risk into well first like your players a society you should all love them very much and this book will introduce you and how to bring new content inside of your game without being fearful about it okay so a bunch of tips I'm not going to talk about them so you can read them but more or less what I want to say about that is your players are literally having the luxury to play your game and your game which is a business again is luxury so you have to make sure that whatever you bring to them is freaking awesome and that you're doing it for

your players and that you love your players so much so make make sure to understand them so play fab as well we're live game operations service we provide all the services in terms of software as a service for everything I've talked about in this talk so it's a free service you can start using it today and you can literally grow as a team as a publisher as indie as a triple-a doesn't matter we cover our cross platform all the consoles all the mobiles as a matter and we're there for you we love live ups and we are big believer that live ups gonna go very soon outside of the gate gaming industry but also in education in L care and that's going to be apply at various flavor and GCC's coming and we have big releases kind of gonna come for GDC a lot of new features that we have been working a lot with the azure team so with the as your team

what's happening is that we are ingesting all the services for example minecraft all the services from Halo and so on so although the matchmaking services that have been built by Microsoft were now part of Glee fam and you can have access to all the is your data warehouse with power bi to do any kind of analytic you can think about and that's the beauty really about play fabs is that it covers everyone in your team from customer support all the way down to monetization specialist and you can work in any languages it's gonna work very well so that was introduction I guess to Monday's edition with live game operation I'd be more than happy to answer more question about technique and strategies and cultures and how to actually expand your game and make more money with it so thank you so much

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