Presented by Xsolla
The video game was brought to a new level in quarantine. When resetting, the question arises: how do you keep your new and loyal users and keep them happy? Don’t miss this VB live event with Dean Takahashi of VB and others to learn how subscriptions are key to earning valuable player loyalty.
Register here for free.
2020 was a challenging year. In order to manage and even thrive at home, consumers have turned to the media at home – especially video games. And in every category there are more audience expansions than ever before. Demographics are getting older and more casual women like Candy Crush, Clash of Clans and more are spending more time playing games than ever before.
Players in every category not only spend more time on the screen and improve their video game experiences, they also look for more ̵
“This is where subscriptions come into play – they offer additional options that were normally not available in a free-to-play scenario,” says Egenes. “Players are looking for it, and developers and platform partners are quickly repeating some of their products and experiences to meet that demand.”
Consumers and gamers want subscriptions because they can control the experience they want to play, view, and listen to. This can be seamlessly transformed into games, from game to game content on Twitch, FaceIt and other platforms. Developers offer subscription-based plans to provide a unique experience or access, whether you’re a player or a fan, especially on the Esport side, to meet consumer demand.
What all these publishers gain in their business model are long-term recurring sources of income. To do this, they need to create subscriptions that are unique and provide the player with a quantifiable value that motivates them to pay daily, weekly and monthly and keep coming back.
“Studies have shown that subscription-based players pay twice a game for the value they receive and expect compared to a physical title,” said Egenes.
Of course, the top priority for developers is to create an incredible game. But then you have to diversify and continue to iterate your revenue streams to add value and content so that players are happy and come back.
Decide how to diversify
Developers need to ask themselves four questions when considering how to diversify their revenue streams and best monetize their new video game, whether this is in line with the current business model, incorporating ads, creating a subscription model, or hitting the drawing board to find out what’s next comes with the game.
The first question is: who is your audience? You need to know what they value in your game. How would a subscription program encourage players to sign up and choose options? What do you get from it? Why should you register?
“You have to think about how to make a paying player more attractive than a non-paying player,” says Egenes. “What additional value can you offer them for which they want to pay?”
The second question is how a subscription changes the way players interact with each other. Will the features you provide for this subscription help improve gameplay? And what happens to non-subscribers? What will the game be like for them?
“You don’t want to create a pay-to-play or pay-to-win scenario in these games,” he explains. “They want to deliver value, provide additional access and content without changing the game mechanics.”
Third and probably most common question: How should you structure a plan? What does this plan look like? How much does it cost? Should it be based on in-game actions? What rewards will you receive under this subscription over time? If someone reaches a premium level, what additional advantages can we offer them compared to those who were currently at the basic level? And how are payments processed for players, which payment methods are accepted?
“Payments are a big challenge and a big question,” he says. “In the past, people were on PayPal, but if you are looking to expand globally in many of these games, you need to cover multiple payment processes and currencies and have the ability to do so economically so that it is not necessary to move away from the profitability of the overall game . “
The last question is how your business will impact. “A lot of people say they want to run a subscription program, but ask if I have the people, the resources, and the backend understanding of how to do it. I am a developer. I just want to create a great game, ”says Egenes. In other words, implementing a subscription model requires infrastructure to be set up and ensures scalability.
To learn more about the most successful subscription design, to prevent players from becoming paralyzed, the pricing structure that players respond best to, and how real developers can successfully drive player sign-in and engagement, you should check out this VB Live – Don’t miss the event.
Do not miss!
Register here for free.
In this webinar you will hear insights and learn:
- Why it is now important to build loyalty programs through subscriptions with players
- How the change in consumer awareness led to subscription-based gaming experiences
- What it takes to keep new players loyal
- Dean Takahashi, Lead author, GamesBeat
- Berkley Egenes, Vice President Marketing, Xsolla with a focus on subscriptions and monetization
More speakers will be announced shortly!