课程在虚拟货币约拉森总统和首席运营官Mochi媒体Lessons In Virtual Currency Josh Larson President COO Mochi Media.pptxVIP

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课程在虚拟货币约拉森总统和首席运营官Mochi媒体Lessons In Virtual Currency Josh Larson President COO Mochi Media.pptx

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课程在虚拟货币约拉森总统和首席运营官Mochi媒体Lessons In Virtual Currency Josh Larson President COO Mochi Media

Creating Successful Games:Lessons in Virtual CurrencyJosh LarsonPresident COO, Mochi MediaJuly 20-22 2010Casual Connect Seattle 2010Who is Mochi Media?Company’s mission is to build a ubiquitous game monetization and distribution platformWorld’s largest browser-based game network:#1 in comScore for online games150,000,000 monthly active unique users40,000 publisher websites20,000 unique games4,000 active developersOur Virtual Goods DatasetLaunched Mochi Coins in July 2009Since then, over 170 Coins games launchedEarly successes:Top games grossing $X00,000s in revenue with dev cycles of 3 months or lessAttracting tens of millions of game playsTypical games to date are single-player and browser-basedNearly all are ads-enabled as wellOver 650 non-free items for sale across a variety of transaction types (items, levels) and genres Lessons from launching a virtual currencyListen to your customersGot it right: 30+ feedback sessions with developers / publishers; company-wide customer interactionGot it wrong: Didn’t prioritize consumables for launchUtilize beta periodGot it right: Ensured product stability and produced data for all stakeholders at formal launchGot it wrong: Thought retro-fitting games with transactions would produce results Support top payment categoriesGot it right: Incremental revenue gained from mobile and offers, achieving roughly ~10% gainsGot it wrong: A lot of options, challenge is finding point of diminishing returns with limited engineering BD resourcesLessons from Mochi Coins Virtual Economy for Developers:TOP FIVE tips #1: Pick the right virtual goodsAcceleratorsAdditional Levels / ModesAestheticsConsumablesFull UnlockItem UnlockPowerupAcceleratorsItems that help player progress thru game, providing shortcut or multiplier effect.Additional Levels / ModesAdditional gameplay offered to your fans thru purchase of extra levels or stages (not unlockable thru normal gameplay).AestheticsItems for pure fun / appearance value.ConsumablesItems for purchase