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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 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
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
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
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
BLOX Forver– ArcadeTownMain Menu, Simple Get Full Version Button Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
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
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
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
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
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
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
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
Test Of Various Features (Mike)Level Limit Plus Other Options, Different Results Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
Samples • Let’s look at some samples of various options. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
Cosmic Bugs – Retro64Normal Exit Nag Screen, Good Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
Clash N Slash – EnkordLive Action Exit Nag Screen, Exellent!! Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
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
World Domination – ISioux, Good SellerHeavy Feature Limits Only – Annoying But Very Effective Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
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
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
Samples (Malcolm) • Let’s look at some samples of various web version options. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
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
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
Gold Miner Vegas – Grab.com/IntermixOnline Version, Various Upsell Screens Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors
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
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
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
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
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
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
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
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
Questions and Answers • Ask your questions. Casuality Seattle: A Conference for Casual Game Developers, Publishers and Distributors