Monetization Virtual Reality Applications — Experience Of The Russian Company Fibrum

Today we can confidently say that the era of virtual reality has already arrived. About it already wrote almost all of the worlds largest media analysis company, estimate market of tens of billions of dollars. The volume of investments already made in this area, only to confirm that 2016 is “the year of virtual reality”, and personally, I dont doubt it. Our company entered the market of virtual reality in 2014.

By the way, soon we will celebrate two years. We have developed their own helmet, which many have already mentioned. But this time I would like to share the experience with readers vc.ru and talk about software-the direction of the company Fibrum, namely the monetization system in VR applications and what results we have achieved. At the time of first presentation of the Fibrum we have developed five games of virtual reality.

Roller Coaster VR, Crazy Swing VR, Zombie Shooter VR, VR and Froggy Mad Race VR. The first stage of the development of this content, we certainly did not come easy — there was no-one “spy”, to learn from the experience. The proverbial Roller Coaster we had to redo it several times to make the content most “comfortable” for the user and at the same time exciting. All of our apps at that time were absolutely free — so that users can evaluate the development of Fibrum and try virtual reality.

Evaluated, by the way, very fun. Some wrote on Google Play. “Guys, cool game, but why have two screens?”. There were craftsmen, who managed to play games without a helmet. We tried to meet and train each user how to work with VR content.

Over time, these ratings were less and less is talked about the fact that the market for virtual reality continues to take shape. Our user base is beginning to grow rapidly, the day we got about 10 thousand downloads. We first got a call from Google USA and offered to add our app to the list of recommended apps for users ardboard.

Then five of our apps took the top of Google Play in the category of “Virtual reality”. Total current users of our games had 1 603 080 hours, and this figure is growing every month — an average of 131 400 hours. One of the first goals that we set for ourselves — to understand how many users and how smartphones are ready to engage in virtual reality. That is why we have developed lots of rides and games to base its submission test different game mechanics.

Shooter from the first and third persons, runner, racing in the third person. After collecting data, we decided to start testing different monetization. As the first model of monetization, we selected advertisements from Google AdMob. It was a small banner that we showed during the video playback and switch to virtual reality mode.

From the point of view of earning advertising model in this form has not justified itself. We feel that due to the small number of users involved in mobile virtual reality. During the period of testing we earned $3124, but from the point of view transitions on the banners we received average higher than in standard mobile application. And the banners that advertised the game, got a large conversion in the transitions CTR of 1.7% is 6.2%. The second model, which we began to try — it is a fully paid app.

As expected, users are not willing to pay it forward, especially when it comes to virtual reality applications, because here experience plays a primary role. But in order to compare in relative terms the performance of this model, we decided to compare it with the trial-monetization model, when the user has a limited time use the apps functionality. And so thats what we got. After comparing the paid and trial versions of applications we decided to try the trial version of all apps that can support this model.

Rides and video games. This gave us a significant increase in earnings — 55%. But we had a full game in which the trial system was difficult to build organically. Them more suited freemium system, which limited users access to content. At the moment it is difficult to describe the freemium model numbers, because there are few data.

But soon we will share the results. And now we want to show a comparison of Freemium and Trial systems. We also have special loyalty program for users that allows them to get a year of free use of all our applications. To become a member of this program, you in one of our applications to enter a special code that comes included with the helmet Fibrum Pro.

To date, released 27 Fibrum VR applications and received more than six million users. We are now creating a global virtual reality platform that will combine several directions.

Read more: google.co.uk/software-engineering.html

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