One of my earlier jobs was to manage a free2play gaming company in the Middle East. Over years, this gaming company was found in the alexa.com rankings in the top ten most visited pages in all the MENA countries. A tremendous success story, and funny enough an e-commerce website before e-commerce had even arrived. It showcased how performance Marketing can work in the middle east and the audience of this game created enough demand to purchase virtual gold online to create 2 payment companies still existing today.
Free2play is a model in which the overall consumption of a product tends to be free, while certain add ons and features are charged after the need for this particular service or feature is created. While first deployed in Browser games like Travian and in Massive Multiplayer online games MMOG- it eventually arrived on the mobile phones.
Millions of players are spending hours per day in mobile games that are based on this model. The leading company at this moment seems to be the Finnish developer “Supercell” with the apparently “most grossing” game called Clash of Clans.
This game generates globally 2 Million USD – Every Day. The clone of this game is named Clash of Kings, created by Chinese company Elex. They are not far behind on the revenue potential. Hundreds of game companies try to create games that create a lot of revenue. The game itself is only half the way from my perspective and experience. The companies making the real money are developing and publishing simultaneously. They control the acquisition cost and Life Time Value influencing parameters.
Mobile gaming success is not as abstract as it may seem on the first glance. Identify clients that will like your product, use it all the time and willing to buy complementary up-selling items. You work on making them happy and they give you loyalty and more revenues.
Continue reading “ROI considerations for Free2play (Mobile) Gaming”
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