How Ball Blast Increased 5x IAP in Just 6 Months

Discover how the studio increased IAP from 7% to 39% in such a short period of time

Following Voodoo’s pivot into hybrid-casual games, some of our games have been entirely modified by introducing new features. This was the case of one of our hit games: Ball Blast, which was nearly recreated from scratch, starting in November 2022, replacing most of the old game, yet preserving the initial user experience to the fullest extent possible.

These changes have seen a qualitative improvement in the data of this mobile game since the beginning of 2023. Performance in one particular indicator has seen a significant uptick of late: In App Purchase (IAP) revenue, which has increased 5-fold in just 6 months (from 7% to 39% of total revenue). This phenomenon can no doubt be explained by the addition –? after analyzing reports from different internal studios – of four main features:

Abilities

The abilities features were “risky to include”, according to Andrey Shengalov, Ball Blast’s Studio Director. “This feature was the first to be included as an experiment, but it proved to work in the end”.? New abilities with 5 upgrades each were introduced, allowing players to get: (i) ShockWave: instantly push all enemies away which helps players to better control the battlefield, (ii) Barrier: helps the cannon to be protected for a short period of time while damaging enemies, (iii) Turret: adds one extra static cannon and doubles a player’s damage output.

Permanent Revivals

After introducing abilities, the studio experimented with an endless revival feature. In the hyper-casual version, players could only be revived once by watching a rewarded video. However, after recent updates, players can now purchase infinite revivals during their run, with the cost increasing after each revival up to a maximum purchase amount. Despite initial concerns about player perception and retention, the feature was well-received, resulting in zero drop and significant growth in IAP.

Weapons

Following the successful introduction of previous features, the studio added 4 new weapons with 5 upgrades each: (i) Boomerang: inverted gameplay), (ii) Shotgun: close-range danger, (iii) Saw Thrower (AOE {area of effect}? damage and protection), and (iv) Base Cannon (extra bullets and DPS {damage per second}). These weapons transformed the game, providing diverse and engaging experiences for players.

Ultimates

When the cannon is charged, the previous shooting system is disabled and replaced with ultimate weapons: (i) Laser Ultimate, with massive splash damage which burns everything. (ii) Plasma Ultimate, that sends powerful balls of energy. Upgrades are available for both features: they add more dynamic laser beams and increase the amount of energy balls, accordingly.?

These bold innovations, while different from one another, share a common thread of risk-taking and innovation, aligning with the studio's core values. Despite the challenges faced during implementation, they significantly impacted gameplay and content, proving to be worth the risk. The combination of these features, along with other improvements, not only skyrocketed IAP levels but also doubled the game's overall profitability through increased playtime, retention, and other core metrics.

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