monetization case study - age of ishtaria

Kiyat Games, Inc. Proprietary and Confidential

Kiyat GamesMonetization Test IV

Age of Ishtariaby Silicon Studio

2015.08.27


Why “Age of Ishtaria”?

● It’s ranked 198 on Top Grossing Games in AppStore (iPhone) for US.

● It’s ranked 114 on Top Grossing Games in Google Play for US.

● Silicon Studio (dev) has self-published the title despite its previous publishing experience with Mobage for Fantasica.

● It’s a game developed by Asian developer that, we think, has been successful in US market.

● It is a similar genre game to “Sid Story”, a game the Kiyat is operating at the moment.


What’s purchasable with cash?

● Premium Currency : Ishtarian Crowns!○ $0.99 : 100 Crowns (1:100 ratio)○ $2.80 : 300 Crowns (1:107.1 ratio)○ $4.66 : 500 Crowns (1:107.3 ratio) - best value○ $9.34 : 1000 Crowns (1:107.1 ratio)○ $27.99 : 3000 Crowns (1:107.2 ratio)○ $46.69 : 5000 Crowns (1:107.1 ratio)○ The best value is a mid-level purchase that’s less than $5.

** Even though there is a regular currency (Gimmel), the Shop menu does not offer purchase options for Gimmels. This is rather odd as many games provide this options in their shop menus.


What can you do with Ishtarian Crowns?

● Start Packs (100 Crowns)○ One-time only purchase that’s ⅓ price of a regular Gold Pack.○ A 3-6 star card draw with higher chance for 5 & 6 star card than a Gold Pack.○ Does not include 7-star cards.

● Beginner Packs (200 Crowns)○ One-time only pack that grants two cards (one 5-star guaranteed)○ Does not include 7-star cards.

** These two starting packs do not offer 7-star cards. We believe this is to prevent early users from getting too far ahead and consuming contents too quickly.



● Platinum Packs (3000 Crowns)○ Yields 11 cards that are between 3 and 7 stars.○ Offers 2x higher the chance of getting 6 & 7 star cards than a Gold Pack○ Better value than Gold Pack (1.1 : 1)

● Gold Packs (300 Crowns)○ A standard premium currency pack that provides a card between 3 and 7 star.



● Event Packs (3000 / 900 Crowns) - time limited○ 3000 Crowns -> 11 cards (3-7 stars) plus event specific items○ 900 Crowns -> 3 cards (3-7 stars) plus event specific items○ Offers event exclusive cards that are not in other packs○ Offers 2x higher the chance of getting 6 & 7 star cards than a Gold Pack


Can non-paying users gather Crowns?

● Level Up Rewards○ For each account level-up, the game provides increasing # of Ishtarian Crowns.

● First Clear Rewards○ For each stage cleared for the first time, the game provides 20 Ishtarian Crowns.



● Challenges○ Completing Challenges (achievement) provides a various number of Crowns (20~300).○ There are 87 Challenges in the game altogether.○ Using this system, non-paying users can easily stack thousands of Crowns.



● Doing Events○ Participating in events allow users to earn Crowns (20, 30, 50 &100).○ A new events happens each week, meaning users can gather about 300 Crowns each

week by participating in events.

** All in all, it’s easy for nonpaying users to gather a big sum of Crowns by playing often.


Premium Currency Usage Tutorial?

● No


Monthly Ticket / VIP Mode ?

● No & No

** Unusual for Asian game.


Monetization UI

● “Ishtarian Crowns” button at bottom left or “Menu” button at bottom right○ “Ishtarian Crowns” button - takes you to Crown Shop right away (2-step)○ “Menu” button - opens up the menu where it has Shop button. (4-step)

** We consider this to be a poor monetization UI. The users should know exactly where to when they decided to “convert”. Adding unnecessary steps may cause change of mind.


Monetization UI

● Sales and promotions are shown at the title screen (once) and at the bottom in the main UI (scrolling). It’s non-intrusive to user experience.

● Tapping any of these two buttons directly put users to the target sales/event page.


So what’s $5 worth in game?

● 500 Crowns

● Starter Pack, Beginner Pack, and a Gold Pack○ These translate into 4 cards that are 3 or above star quality.

** Why $5? It is the most popular pricing for beginner’s package. Also, we feel that $5 is a comfortable range for first time converters would be willing to spend.


Wait! One more thing before the conclusion!

● There is a non-purchasable currency called “Medal” in the game.

● Only way to obtain this is the sell 3- or higher star cards. A certain number of “Medals” will be retrieved along with Gimmels.

● Some of the most appealing items and cards can be purchased with Medals.○ Card inventory expansion○ Permanent buff gems○ A line-up of cards that cannot be obtained with packs

** Creating such system, in addition to other mechanics that allows users to gather Crowns, makes nonpaying users feel that the game is not pay-to-win.


Conclusion

● The game deliberately tried to avoid “pay-to-win” game.

● “Medal” is a unique currency that cannot be bought.

● Monetization UI is not the best one in the market. The UI adds 2 unnecessary steps to get to the purchase.

● Sales and promotions are shown in a non-intrusive way.

● No VIP or Monthly Tickets despite the game is from Asia. (Maybe this trend is only for Chinese and Korean games?)

monetization case study - age of ishtaria

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