Recently I immersed myself in the issues of monetizing and realized that freemium model has changed. Previously, it used only classical freemium, with split service to two types of accounts — basic and premium. In the basic version, was the set of functions required to keep the user in the service. All the “tasty” features included in the premium account, which you had to buy for a specified period. So, for example, Bookmate and 500px.
A few years ago the games came from different variations on the freemium model. It has become fashionable to sell a premium account with a bundle of features inside, and each feature separately, for micropayments. For example, in games you can purchase additional rare characters, unique equipment, hints and various accelerators.
The lack of these things does not prevent a person to play but “theyre cool” and “want” that many people voluntarily buy. This idea adopted application. In some photo and video editing software, you can buy the filters or mask one. Each of them is inexpensive, and the user can buy only those that he really needs.
In addition, this model gives you the opportunity to regularly release new filters and “bostich” (dramatically increase — approx. Ed.) as sales to new users, and those who already bought a lot of filters before. On the web too, there are some examples, and some give the opportunity to pay for additional features not money, and Retention. This is when the user goes to the service, receives a bonus and then spend it on the purchase of paid features.
Its a “good” kind of monetization, because the decision is left to the user and the lack of shopping does not make his life worse or harder. Minus only in the fact that such monetization is valid only for one of the psycho-Bartle — and all users so not interested.
User to provide artificial pressure to force him to pay. In free-to-play games, the level of needs of the player at some point starts to diverge with the number of available resources. The player experiences a shortage and need immediately from a deficit to get rid of. At this point he offered to buy “medicine”.
Such pressure is not linear but waves. The man must have some time hard, then there is a recession and becomes normal, then again the peak pressure is slightly above, and so on the rise. On peak man sometimes agrees to pay. Example.
You need 100 minerals to build buildings, but your mine produces only 10 minerals per day. Can 10 days to wait, and you can buy the minerals for money. The same principle professes, for example, the mobile version “Yandex.Radio”, which has “gaps” when skipping a song in the playlist and begin to listen to the following. The number of passes per day for one user is limited.
The listener quickly hits the limit and have to wait until tomorrow, or to tolerate disliked the track, or buy a paid subscription. This is an effective, but overly aggressive way to monetize. He creates man artificial difficulty. If you overdo it — you will have to pay the customer loyalty to the product.
Another freemium now there are a number of quite exotic branches. For example, when a company offers one or even several key products for free, and earns additional bonus features. Services job search is free for job seekers, but for companies. Company with two applications running.
One free and the second, with fitness programmes and recommendations already paid. There is an option marketing monetization — all sorts of activity around the freemium product which help to make, but not require the development and integration of the product itself. For example, in the Same summer we did a special intensive course on the theme of “Travel”.
Our trainers and content managers have created a program of 12 lessons, with which you can quickly improve his English before you travel abroad. Everyone could buy it separately from the main product and get 12 extra lessons in addition to their training program. This is a cool way. It allows you to increase your income without requiring large investments and without distracting the development.
But it seems to me that all these variations of the freemium gradually remain in the past. They work well on the previous generation of Internet users, but does not take into account the generation of the 1990s, which was brought up differently and enjoys the service otherwise. And all of them are already on 16-25 years. For Asian 20-year-old WeChat is equal to the Internet.
Them just does not make sense to get out from there. All you need is inside. While European and American 20-year-old grew up on online games and social services — for them it is a default behavior on the Internet. They are willing to pay for things not rational, and emotional — associated with interaction with others, positive motivation, and entertainment.
In place of specialists on monetization Id be equal on the Valve — the company that releases Dota 2, Counter-Strike and Half-Life. They have a cool and modern variation of freemium, which has something to borrow. Lets start with some interesting facts. Once a season, the team releases a new marketing campaign linked to the product — the game.
Current event in Dota 2 called Winter Battlepass. In Counter-Strike is “the mission”, but the point about the same. A player buys this Battlepass for $8, and thats what he gets. There are also social mechanics that bring the player prizes.
You can choose one of three paths of development of the hero and perform on this path about a dozen jobs. In the end the hero gets a particularly cool “rags”. But if this path passes through a large portion of the community (2.5 million people), it will launch a second version of the “cheap” cooler first. Winter Battlepass is valid only 60 days, then disappears — do is won during this time the prizes. In General, there is a lot of interesting mechanic.
In detail you can read the review here. The key fact is that people for $8 selling the opportunity to play more than they do usually. In return, the user gets drawn pieces, on which the Valve will still cook a few times — will tell about it below. That is, within 60 days of VALVe and money earned, and Retention will go up, and users will squeak with delight.
Still at Valve should learn to do the marketplaces. Their marketplace is called Steam — to many he is known as a platform for purchasing online games, but it is the most awesome feature not in this. Actually, the system is much more complicated. There is stored information about the accounts of players and their achievements, is MatchMaking — the selection of opponents for the games and other cool stuff barangnya rendered in “the cloud”.
But now its about the fact that through Steam you can sell those game items. “rags” for heroes, weapons from Counter-Strike and so on. For example, I bought the $2-10 dollars for any nonsense in the game — that is, already brought the first income Valve. Then he just got tired of this thing — it went on Steam and sold “rags” to another player.
Valve takes from sales Commission, then there is a second time on the same thing. The seller receives the money from the buyer, but get them out of Steam, and he is forced to buy something else from Valve. That is, the company earns at least three times. Brilliant.
Think of these monetization mechanic has something to learn Internet services and mobile applications. Mechanics are very cool. They hybrid. Combine food, games marketing and monetization. They do not irritate users and lead them into raptures.
And they work for almost all psychological types Bartle. But most importantly, this hybrid monetization comes cool for those users who gradually become the core audience. Some mechanics Ive had time to test. Work.