Online games: how to pay, what to pay?
If you are thinking about the model of monetization of your project, it will be useful to find out how users prefer to pay online, and offer them the most convenient way. And at the same time it would be good to make sure that they do not change their mind halfway: oddly enough, such things also depend on the payment channel.
Taking the data on all our online games over the past few months, we calculated how Mail.Ru Games users replenish the account - what percentage of payments comes through this or that channel. Along the way, we analyzed the percentage of successful transactions for each of them.
')
The fact that the level of penetration of bank cards in Russia is still not high enough, a fact known. For example, payments by bank cards in online games account for about 10% of cash inflows. In this case, out of 100 cases when the user is going to pay with a card, only 37 come to the final. For details, welcome to Cat.
A brief retelling for those who are too lazy to peer at gray numbers for months: more or less stable trends can be seen only for terminals and cards. Almost half of the payments to online games come through the terminals, but their share is gradually decreasing. The number of payments by bank cards, which still account for only 10%, on the contrary, is growing.
Mobile payments are very convenient, but the sticking point here is the operator's commission, which increases the purchase price by an average of 11–20%.
The implications of this are very clearly presented below:
Here, for 100%, in each case, all users are taken who clicked "Pay" and chose one or another channel of payment. Even at terminals, the share of successful transactions is much higher than that of bank cards.
If you are thinking about the prices of artifacts in the new game, then you may need information on the demand for in-game items.
In our browser game Legend. The Legacy of Dragons uses the free-to-play model: you do not have to pay a subscription, the user has a choice - to earn the currency in the game or to invest financially and save time. Most often in the Legend they buy objects that remain with the character during the whole game:
In client games, the distribution is different. For example, in the foreign blockbuster Perfect World, the alignment is as follows:
And finally, I can not share the statistics of Allods Online, MMORPG of our own development:
Now you have all the cards in your hand - you know how to pay and what to pay for.
Successful monetization!
Evgeny Mikhno,
Director of Operations Mail.Ru Games
Taking the data on all our online games over the past few months, we calculated how Mail.Ru Games users replenish the account - what percentage of payments comes through this or that channel. Along the way, we analyzed the percentage of successful transactions for each of them.
')
The fact that the level of penetration of bank cards in Russia is still not high enough, a fact known. For example, payments by bank cards in online games account for about 10% of cash inflows. In this case, out of 100 cases when the user is going to pay with a card, only 37 come to the final. For details, welcome to Cat.
A brief retelling for those who are too lazy to peer at gray numbers for months: more or less stable trends can be seen only for terminals and cards. Almost half of the payments to online games come through the terminals, but their share is gradually decreasing. The number of payments by bank cards, which still account for only 10%, on the contrary, is growing.
Mobile payments are very convenient, but the sticking point here is the operator's commission, which increases the purchase price by an average of 11–20%.
The implications of this are very clearly presented below:
Here, for 100%, in each case, all users are taken who clicked "Pay" and chose one or another channel of payment. Even at terminals, the share of successful transactions is much higher than that of bank cards.
If you are thinking about the prices of artifacts in the new game, then you may need information on the demand for in-game items.
In our browser game Legend. The Legacy of Dragons uses the free-to-play model: you do not have to pay a subscription, the user has a choice - to earn the currency in the game or to invest financially and save time. Most often in the Legend they buy objects that remain with the character during the whole game:
Legend
- 24% - of the total volume of transactions in the Legend accounts for goods to enhance the reputation;
- 15% - riding animals;
- 14% - armor;
- 9–15% (depending on the level of the gamer) - consumables (disposable items that are used in combat or enhance the characteristics of the character);
- 6–8% —resources for completing quests.
In client games, the distribution is different. For example, in the foreign blockbuster Perfect World, the alignment is as follows:
Perfect world
- 34% - the creation / improvement of items;
- 25% - chests containing unique rewards;
- 19% - items to simplify the gameplay (expansion of inventory, resetting characteristics, hammers for opening chests);
- 10% - facilitation of pumping (Stones of knowledge, amulets and idols);
- 9% - appearance + vehicle;
- 3% - communication.
And finally, I can not share the statistics of Allods Online, MMORPG of our own development:
Allods online
- Runes that improve attacking and defensive character indices on an ongoing basis: 26%
- Caskets containing unique awards (mounts, talents, etc.): 18%
- Items that increase experience, reputation, valor and loot: 15%
- Mounts, astral ships and portals: 7%
- Elixirs - special, attacking and protective potions, temporarily enhancing the character's performance: 5%
Now you have all the cards in your hand - you know how to pay and what to pay for.
Successful monetization!
Evgeny Mikhno,
Director of Operations Mail.Ru Games
Source: https://habr.com/ru/post/146715/
All Articles