Top 5 Monetization Events in Casual Games: Maximizing Revenue Pot - Oxana Fomina, Gradient Universe

[Music] [Applause] [Music] we have up next uh talking about top five monetization events in casual games we have uh Oxana from gradient University oh here you are welcome to the stage Round of Applause for Oxana for from from gradient there's your clicker there's your timer perfect hey everyone thank you for coming and I want you to take a moment and remember the events that stand out in in your memory and um why they you remember them

so well so um main most of the time we remember something that makes us uh feel a lot of emotions that something that was new for us and um influence our life heavily the same for the games if then an if an event um bring new experience to the user if the user feel tons of emotion during the playing this event they surely will remember it I analyzed a lot um more than 50 top games casual games and their events and how they influence the revenue and today I want to share with you five top events in casual games how to click

it no I'm sorry how how to turn it back oh yes now where I need to you here okay so today we will speak about five events first event was implemented into the game d Dream by uh super play they implemented this event in March 2023 and we can see that the revenue um increased by 43% during this event uh let me describe this event a bit so the duration of the event was 34 days the player received a pet and he needs to feed it to level it up to level it up he needs to um play the main game

play uh collect the events uh items then he go to the shopping trial event spin the will and as a reward he can receive another um spins for another cookie will uh and only on that stage he can claim the food and uh feed the pet pet have eight levels each level limited uh By the time if the player will not um feed it on time and level up it uh du to specific amount of time uh he will lose and he needs to begin uh he needs to start from the beginning during the event um

the um so um Mo most important thing is that during the event [Music] um I'm sorry um M also uh the player can uh uh feed and can buy the food um through pet offer through part of the offers for the real money also uh in bundle uh in bundles they have um food so they add it in every almost to each uh offer that they have in that time this event heavily increased retention as you can see here this is a data from sanser Tower during for the players who play in March the retention was much more higher than in average for for the last

year next event was implemented in um Monopoly Go game by scopely during those this event the revenue increased by 34% and in that time they implemented the event the name of the event is baking Partners the player has to invite um the friend to par ipate in this event he needs to roll to collect the PES uh from the board and form the event and then spin the will to bake the cake with his partner what interesting here that the partner of the event could be only the friend inside the game this is a psychological move that they uh apply to make sure that um

player will be motivated uh and will be more committed to this event um as we can see here um the player needs to complete five goals uh to bake a cake and he needs he have to um bake four cakes to finish the event completely and receive the main pricee also um the player can receive um event currency in free boosters that based in the store and for that he needs to return each time to the store and they create uh it in that way that players will come each day during the event and um to the shop they will see

different kind of offers there and they create a habit to return to this store now let's um compare this those two events from one hand they are completely they are very uh similar but from another hand they are completely different if you can they both have additional motivation for the gamer for for the players um in case of a pet event it's attachment to the pet if they the player will level up the pet it will stay forever inside inside the game and in case of uh bacon Partners it's a communication with a friend uh the monetization in a pet

event is mainly uh by um purchasing the offers and also uh with uh they monetize it with engagement in this event while in banking uh in bing Partners uh they mostly they only monetize them through active participating in the game and in other events and you can see that daily time spent and daily session for baking Partners increased by more than 60% uh during the event and retention for one week um increased by 4% while on the pet event the retention for the long-term retention for this event increased heavily as you can see as you saw on previous slide

next event was implemented in the game Angry Birds dream blast in December 2022 you can see the PS of events uh uh you can see this repeating paks it's when they repeat the events this event in that time was implemented um Mighty ice cream event so this event was uh for six days player um complete the levels and collect the event currency and he can submit this currency um whatever he wants and then he climb uh on the tournament what is great here it's if the player will lose the level he will um lose all points that he collected

previously so this the way how they make um players to buy boosters and uh extra strips also they added the seasonal pass points as a reward inside the game inside the rewards for the first places as you can see uh the revenue increased by more than 10% during the event and also AR Dow increased by 16 60% what interesting they do also in their game they implemented um they give as a reward seasonal pass points in all tournament events in the game and they started to do it uh um

in um May 2022 and since that moment the revenue start to increase next event was implemented in fish d by plays when they implemented uh this event the revenue grow increased uh by 10% as we can see here it's a play ler data the new event uh was implemented um in May and the name of the event Deep Sea Adventure this event uh duration 22 days and the player needs to um merge this is a merch uh they add a merge mechanics in inside the game player needs to merge items and receive for that um goldfish and after that when they

collected enough goldfish they received the rewards they can do moves by energy they can um collect it uh and get it from the main game play but also they can purchase it and this is uh the way how they mantiz users also they magnetize them through the additional shop that um available during the event and they sell time um timers and uh also they uh sell items as you can see during the event uh the Revenue grow um increased by 10% and

um Daily Time sessions spent and daily session count increased by more than 20% it mean that this event engage users a lot it mean that they are ready to that this mechanic merch mechanic also um like by players who play match three and uh uh this mechan gives um more uh it's um different it's in one thing uh in one sense it's different for the players and it's something interesting and new next game and next event it's a ro Match Game those guys doing great job for sure

as we can see here um the pics correlated to the event that they implemented in the game and it's a new event called hidden temple this event um duration is 3 days and users need to beat levels to collect pickaxes and they use them to um to find the gems the event have five stages and uh to win the main pricee the user needs to uh go through all five stages in 3 days the user would receive those access by passing the levels and um as we all know uh they do AG great job and

um the difficulty of the levels um um so uh in this game the player have a lot of near loss moments or um almost win moments in it mean that the difficulty of the level uh they made inide such way that uh player is very engaged and he wants to win a lot and it's much more hard that even in the Candy Crush Saga or homescape by the way this data from uh March 3 level difficulty report by play liner also they work a lot on the uh attracting news users they increase all the time channels um aition channels and right

now when you when you see the event in such a games you need to understand the strength of the game uh and when you will replicate this kind of events in your game you need to understand that um you have to adapt it to your game to your players so [Music] um as you can see here the revenue grow during this event the first one increased by 40% and up Dow increase by 206% recommendations first of all reinforce the player motivation to participate in the event give them an additional

goal uh beyond the um receiving the price like in game currency or boosters for example um give them Echo rewards it works absolutely great ech rewards it's um reward in the form of certificate when the player um plant a tree or save a tle or uh clean ocean from the plastic and so on uh those EO rewards was implemented in many games um in hper casual games in casual games and also in um midcore games for example um in Zuba from Wildlife Studios secondly the structure of the event should consist several stages and the higher the stage the more effort play needs to uh make to achieve

the goal give players intermediate priz it will uh increase their interest and help them to go through all events and through all work that they do in this event Define players monetization strategy will you monetize them only through active participating in the game in the main game play and events or you also give them ability to buy events um points uh inside the game also do you want to uh create a specific shop for this event or not make sure uh the mization event is available for the most of the player to increase your audience of this for this event and segment users um according to

their life cycle and the type and their type so thank you very much for coming and I want to uh say thank you for the sensor Tower and uh play runer for providing me access to the data it was very viable thank you guys and um right now I will be absolutely happy to answer your questions very much that's great a great Deep dive into some games there with some recommendations at the end perfect thank you do we have any questions from the audience we've got a we got a about a minute left so um do we have any anything oh there's one at the back there we'll take one question there from uh the uh chap in the white seash shirt there we are hello thank you for the presentation it was fascinating um I was

wondering uh what you should consider when deciding the length of the uh I forgot the word the event yeah thank you ah the yeah so it's um each time when you decided to create an event you need to understand what the goal of this event it's very depend on it so if your goal is retention then you can create the much more longer um duration the event if it's engaged on the way during the week for example those event can be shorter for example from my experience what I can see right now on the market 70% of the events uh are shortterm less than one week most of them two three days and also they have one to uh events that um have a long duration for example more than 20 days so um it's mix between

that thank you for your question we're out of time unfortunately but thank you very much if you do want to catch up with with exander and gradient Universe email on the the uh the board there or we could probably find you in Meet to match I would think yes great thanks again thank you very [Applause] much a