Direct-to-Consumer redefines mobile game monetization

The game market is dominated by Mobile. His audience extends into demographic data, from the more junior hardcore players of FPS with deep pockets to women gamers who flock to everyday games in a record number. However, revenue from these games has traditionally been a challenge so far. With the latest regulations forcing app stores to launch their death on the player’s trip, developers can offer on the market and sell directly to their users through social channels and web stores, opening brand new revenue streams, reinforcing commitment and returning players over and over.

In the latest Gamesbeat Live, represented by Xsolla and VB Lab, Berkley Egenes, chief marketing and growth employee in Xsolla, joined the leading Gamesbeat writer Dean Takahashi for the future of the consumer of the game in the world where the direct sales.

“What we see is when developers actively engage with their own digital experience and have this branded experience, they begin to see growth,” says Egen. “They provide revenue in many different ways and on different channels. Web stores allow a real experience of e -commerce – my skins or my gems or weapons that I have to go to play the game, even though it is on a mobile device, I still order it online.”

Solve challenges for mobile and web measurements

Not all regulations were great news for mobile developers – Privacy Policy dramatically withdraws access to critical players data, turning the accurate tracking of advertising campaigns and reliable measurement of LTV and ROAS within platforms in major challenges. To deal with these obstacles, Xsolla has recently partnered with Appsflyer, a mobile measurement, attribution and analysis company, to develop solutions without a measuring code for interplastforms and attribute web stores.

There are two customized integration options: server server (S2S) and web integration for mobile games, both of which offer user behavior data, campaign efficiency and revenue attribution to mobile and web platforms.

The integration of the S2S S2s allows the full value of life (LTV) and the return on advertising costs (ROAS) for purchases made within the application and in the web store. Web shop purchases are measured as events in the application, and Appsflyer attributes any purchase of the number of mobile applications installations, campaigns to acquire and re-engage users to provide a complete cross-platform, full LTV and complete ROI.

Web integration activation is designed to measure and evaluate marketing results, conversion advertising percentage, highly efficient advertising artists and efforts to redirect web stores using Xsolla website. Developers can measure the efficiency of advertising campaigns moving traffic to their web stores through Xsolla and Appsflyer -based publisher accounts.

“You have had three or four control boards before,” Egen said. “Now through our publisher account, Appsflyer integrates for a few minutes and you can see all this in one place, launch this campaign, test your ads, and own this ecosystem from essential A to Z.”

Increase LTV and Hold with loyalty as a service

“In one of our last reports, 77% of people who knew about the web store made a purchase,” Egen said. “Looking at it from the UA point of view, it’s an incredible three-quarter users, and then 90% of these people come back. And you see fifty dollars, one hundred dollar transactions.”

Loyalty programs are a powerful way of capturing the enthusiasm of these players by rewarding them for their time and financial investment. Bonuses, discounts and special offers for regular customers encourage re -purchases and prolonged engagement, and meaningful incentives to engage promote a loyal community. Loyalty programs can even convert free users to paying customers with targeted exclusive and limited time offers and attract players to other publisher titles. Plus, the data collected from loyalty programs offer a deeper level of idea of ​​players’ behavior.

Recently, Xsolla presented a loyalty solution as a service (Laas), which seamlessly integrates ready -made, personalized remuneration systems to promote the commitment and cost of player without the need for a wide development of the backend. Unlike third -party awards platforms, players earn and redeem Points for Purchases in the Game, Exclusive Content or Discounts, all remain in the developer’s ecosystem, so that developers maintain full ownership of their players.

The solution is built to be flexible and easy to implement at multiple contact points, including direct users, web shops and cash desks within the existing Xsolla solutions, so the winning and buying points are without rubbing. The branding and loyalty mechanics is completely adaptive and the programs can be activated directly within the Pay Station Xsolla with just one click. Developers can offer rewards for money back, loyalty points for exclusive items, flexible redemption options, loyalty programs with cross -title and level awards.

The future of mobile monetization

For developers looking for new ways to optimize his revenue strategy, Egen said you are not afraid to jump right.

“Don’t be afraid – try, test, make some mistakes, learn lessons about what is happening and what works,” he said. “Use advertising, use social media, use influential, use content creators. Even an extra 10% are real money for your business. This can enter UA, hold, loyalty or put it in your next game.”