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Using In Game Upsell Techniques To Increase Sales Conversion Rates

Using In Game Upsell Techniques To Increase Sales Conversion Rates Brian Fisher, President ArcadeTown.com Mike Boeh, President Retro64 Malcolm Michaels, Grab.com/Intermix 3pm June 29 th 2006. In Game Upsell – What Is It?.

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Using In Game Upsell Techniques To Increase Sales Conversion Rates

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  1. Using In Game Upsell Techniques ToIncrease Sales Conversion Rates Brian Fisher, President ArcadeTown.com Mike Boeh, President Retro64 Malcolm Michaels, Grab.com/Intermix 3pm June 29th 2006 Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  2. In Game Upsell – What Is It? • Most games rely only on DRM wrapper.- Enforces only time limit, typically 60 minutes.- Typically only upsells before and after game. • Upsell full version inside the free game trial. • Add screens to sell that full version. • Add limits so more value in full version. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  3. In Game Upsell – Why? • Why is so much of the industry content to throw sales out the door? • Adding Great In Game Upsell Techniques can increase sales up to 20% or more. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  4. Prime Suspects – BigFishGames, You’ve Heard of MCF Right?!Online Version, Main Menu, Upsells Download and Full Versions Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  5. BLOX Forver– ArcadeTownMain Menu, Simple Get Full Version Button Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  6. Jewel of Atlantis – Enkord, Top 10 SellerLive Action Exit Nag Screen, Shows Exactly What Get!! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  7. Types of Free Trial Limits • Time, play for only 60 minutes. • Levels, let user play only 10 of 100 levels. • Features, cripple certain features, upgrades, etc. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  8. Time Limit • DRM Wrapper typically enforces time limit. • Most use 60 minutes. • Some games sell better with 30 minutes, recommend on shorter games where blow to much full version in 60 minutes. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  9. Level Limit • Let user only play a limited number of levels of the full version. • Don’t give more than 10 – 25% for free. • Provides more value to full version.Why buy if played 60% of the full version for free?Customer: $20 to get 40% more, forget it! • BLOX Forever: 10 of 100 levels in demo. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  10. Feature Limits • Disable certain features in free trial. • Recommend on feature based games. • World Domination: only basic weapons in demo. • Mad Cars: limited cars, race tracks, and upgrades in demo. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  11. Tips – Do’s • Test combinations of Time, Level, and Feature limits. • Balance carefully, avoid over limiting. • Give just enough that free trial is fun & addicting and user keeps playing up to limits. • Keep users hitting that wall where they’re compelled to get the full version. • Upsell everywhere…Buttons on main menu, pause menu, between levels, upon un-available level or feature, exit nag screen, etc. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  12. Tips – Dont’s • Don’t over annoy and make free demo un-enjoyable.Unhappy users will not buy. • Don’t use words like…“Buy Now” – Connotes spending money which is negative to users.“Order Now” or “Get Full Version” – Think from user’s point of view instead. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  13. Tips - Test Various Methods (Mike) • Run tests where provide different combinations of limits and measure the changes in conversion rate. • Time Limit: Sometimes only a time limit works best. • Level Limit: Try giving 5, 10, 20, all levels, etc. • Feature Limit: (if applies) test disabling various items in the game. • Test, Test, Test! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  14. Test Of Various Features (Mike)Level Limit Plus Other Options, Different Results Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  15. Samples • Let’s look at some samples of various options. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  16. Cosmic Bugs – Retro64, Top 10 SellerBuy Button On Main Menu (should have said “Get Full Version”) Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  17. Cosmic Bugs – Retro64Normal Exit Nag Screen, Good Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  18. Clash N Slash – EnkordLive Action Exit Nag Screen, Exellent!! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  19. Clash N Slash – Enkord, Top 10 Seller EverywhereLive Action Exit Nag Screen, Love It!! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  20. BLOX Forever – ArcadeTown, Good Seller Here w/ Nagging FeaturesLevel Limit, User Can View Samples Of Full Version Levels Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  21. World Domination – ISioux, Good SellerHeavy Feature Limits Only – Annoying But Very Effective Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  22. Upsell Full Version Using Web Version (Malcolm) • Why have a web version? • Increases stickiness and shelf life.Users keep coming back to play online and keeps your game in front of users for a longer period of time given increasingly crowded downloadable games space. • Conversion rates increase. Users downloading the demo are more qualified thus more apt to buy. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  23. Online Version Do’s (Malcolm & Brian) • Use Flash. Most common and versatile format that the most user systems support and most web sites accept. • Push the free trial downloadable version from web version. • Push sale directly from web version. Many skip this crucial feature, BFG took my hint. (Brian) Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  24. Online Version Dont’s (Malcolm) • Don’t give away too much, limit it in key ways just like would do with downloadable. • Maybe show a different scenario or level in web version not in the downloadable version. • Don’t make a weak web version, must convince users that game is good. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  25. Samples (Malcolm) • Let’s look at some samples of various web version options. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  26. Gold Miner Vegas – Grab.com/Intermix, Top 10 SellerOnline Version, Main Menu, Download Full Game Button, Simple Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  27. Gold Miner Vegas – Grab.com/IntermixOnline Version, Upsell As Item In Upgrade Store, Genius!! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  28. Gold Miner Vegas – Grab.com/IntermixOnline Version, Upsell On End Of Game Highscore Submit Screen Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  29. Gold Miner Vegas – Grab.com/IntermixOnline Version, Various Upsell Screens Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  30. Gold Miner Vegas – Grab.com/IntermixOnline Version, Upsell Screen Changes, User’s Won’t Tune Out Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  31. Jewel Of Atlantis - Enkord, Top 10 SellerOnline Version, Between Levels, Don’t Forget Full Version Upsell! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  32. Technical, How To Code Upsell • DRM wrapper typically used to wrap unprotected full version. • Tap into the power of the DRM wrapper API and include your own in-game upsell. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  33. Basic DRM Wrapper API • Let DRM wrapper take care of enforcing free trial time limit. • Very basic needs:Determine if is demo or full version, display nag screens if is demo.Launch payment screens if clicks “Order Now”. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  34. Common DRM Wrappers • Common DRM wrappers with apis include Trymedia, Armadillo, and Reflexive. • Works for BigFishGames, AOL, iWin, TryMedia/Trygames and affiliates, ArcadeTown, Grab, Reflexive and Reflexive affiliates, and more. • Some other portals use custom wrappers that have APIs available but not commonly made available, Oberon, Real, GameHouse, etc. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  35. Armadillo API Integration • Check if demo or full version…char str[256];if (!GetEnvironmentVariable("ALTUSERNAME", str, sizeof(str))) // Armadillo environment variable missing so not wrappedelseif (stricmp(str, "default")) // is not default username so is registered, do nothingelse // is default username so is demo, nag em • Open purchase screen…// open a browser window to the site’s payment urlShellExecute(NULL, "open", "somesite.com/payurl.html", NULL, NULL, SW_SHOWNORMAL); Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  36. Reflexive Arcade Wrapper API Integration • Example of two most common functions • if(!RW_HasTheProductBeenPurchased()){ // Show nag screen or disable content} • …// when the game’s buy now button is pressedRW_EnterMenuSession(RW_MENU_TYPE_PURCHASE); Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  37. Reflexive Arcade Wrapper API IntegrationAdditional Functions • Any of the following functions can also be used in any order • bool RW_HasTheProductBeenPurchased(); • bool RW_IsWrappedWithReflexiveArcade(); • long RW_GetDemoSecondsRemaining(); • long RW_GetOriginalDemoSeconds(); • float RW_GetPurchasePrice(); • void RW_SetDemoClockPaused(bool Paused); • void RW_SetWrapperTimeoutDisabled(bool Disabled); • void RW_EnterMenuSession(RAMenuType MenuType); • enum {RW_MENU_TYPE_NONE, RW_MENU_TYPE_PURCHASE, RW_MENU_TYPE_OTHERGAMES, RW_MENU_TYPE_ALREADYPAID}; • Contact: submitgame@reflexive.com to get SDK Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

  38. Questions and Answers • Ask your questions. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors

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