Unlocking Success: Mobile Game Monetisation Insights

This series, guided by insights from John Wright , VP of Mobile Publishing at Kwalee, covers the foundational aspects of mobile game monetisation. We’ll progress through game economy, player personas, and advanced strategies to help you maximise your game's revenue potential.

Monetising mobile games comes down to two main models: Free to Play (F2P) and Premium. While Premium games require an upfront payment, F2P games are free to download and earn revenue through micro-transactions or ads. Since F2P is the dominant model in the industry, let’s delve into its various monetisation strategies. But first, if you want to understand why it's crucial to keep evolving your monetisation approach, you should read our recent article ‘Why You Need To Adapt Your Monetisation Strategy To Avoid Costly Mistakes ’.?

Types of Monetisation in F2P Games

Rewarded Video: Players watch ads to receive in-game rewards. The success of this strategy hinges on strategic ad placement and enticing user incentives.

Interstitial Ads: These are full-screen ads that appear at natural transition points in the game. Balancing the frequency of these ads is critical to avoid disrupting the player experience.

Banner Ads: Typically static images placed at the bottom of the screen. While they’re less intrusive, their placement needs to be unobtrusive yet noticeable.

Offer Walls: Players complete tasks in other apps or games in exchange for rewards. This generates revenue through "cost per engagement."

In-App Purchases (IAPs): The gold standard of monetisation, aiming to convert 4-6% of users into paying customers. These purchases offer premium content, virtual goods, or game-enhancing features.

Subscriptions: Regular payments for exclusive content and perks provide a steady revenue stream and foster long-term player loyalty.

Cross-Promotion: Promoting your other games within the current game can help retain users and boost lifetime value (LTV).

The Balancing Act

The key to successful monetisation is balancing these strategies to enhance LTV without compromising player retention. Understanding what motivates your players and implementing the right ad formats are crucial steps.

Game Economy and In-App Purchases

Player Motivations and Game Economy: Striking the right balance between game difficulty and progression is essential. It helps maintain long-term retention (LTR) and increases the percentage of paying players (PPP).

Metagame Elements: Introducing mini-games, progression systems, and special events can keep players engaged beyond the primary gameplay loop.

Community and Competition: Building a robust community and incorporating player-versus-player (PvP) or competitive player-versus-environment (PvE) elements can significantly boost engagement and spending.

Personas and Country-Specific Strategies

Defining Player Personas: Identifying player types, such as Minnows, Dolphins, and Whales, allows for tailored monetization strategies. Converting non-payers to payers and optimising approaches for different player personas is essential.

Country-Specific Strategies: Adapting your monetization tactics based on country tiers (T1 vs. T3) can maximise revenue. T1 countries might focus on IAPs, while T3 strategies could include higher ad frequency and offer walls.

Live Ops and Events

Continuous Engagement: Live operations and events are crucial for the long-term success of a game. Regular content updates, community management, and personalised user experiences keep players coming back.

Effective Use of Events: Planning events around cultural occasions and significant game milestones can drive player engagement and revenue.

Re-Engagement Strategies: Using push notifications and limited-time offers can effectively bring back churned users, enhancing overall LTV.

A well-rounded and balanced approach to monetisation can significantly boost the financial success of F2P games. By understanding player behaviour, fine-tuning game mechanics, and continuously engaging the community, developers can create a thriving and profitable gaming ecosystem. Don’t forget to sign up to mobile publishing platform Hitseeker by Kwalee, submit your game to us and take advantage of all the learning material that’s regularly updated.?