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2 years, 10 months ago
Let's say you are a domestic developer of mobile game who decided to let out the child in domestic market or abroad. Of course, except localization, search of the pablishera-partner (in a case with China) and relationship with a hundred-ramie, you have to think over also monetizatsionny policy of the product. Popularity popularity, but a main objective of any business – to get profit. So, how to earn from mobile players from the different countries?


For a start we will remind of the most popular methods of monetization of games.

Motivated advertizing (incentive ads) — the user receives bonuses (either intra game currency, or additional opportunities) if he watches the video, will click on a banner, will install the advertized application, will share the application with friends in social networks, etc.

CPA (offer advertizing) – the player has to perform some operations (to follow the link, to be registered, confirm e-mail or phone, to install the application) in exchange for game currency. Game gains income for complete action.

Freemia — the basic game functions are provided free of charge, and additional – for money.

Sale of content — is effective in network MMO-games where a large number of online players is involved. The virtual goods necessary for game are on sale (the weapon, clothes, etc.)

The paid subscription — access to game is provided for money.

The trial period (trial) – game is provided free of charge for some time, then the user has to pay.

Demoversion – providing limited functionality is free, for example, the first levels of game, the following opens for money.

The different countries – different mentalities. What with success works at one market can demand serious review of monetizatsionny strategy on another.


USA and Europe

The western markets are considered the most attractive to developers of games because of high consumer capability of gamers. So, according to the average income (ARPU) on the player of the USA still remains in leaders, by estimation, each of mobile American players spent about $27 this year that is twice more, than the average Chinese.
Free-to-Play (F2P) and Pay-to-Play (P2P) – two most popular monetizatsionny models which with identical success work at the western markets. Americans and Europeans quite easily pay for additional opportunities, especially if it is about the small sums (several dollars), also for them normally to pay for installation. However, it does not mean that they throw away dollars to the right and on the left, they will pay for installation of the game which received positive responses, or recommended by friends rather. Not bad also the scheme pay-to-win – payment for the additional functions helping to reach the highest level works.



And here the average Russian gamer is not inclined to pay for installation – whether the material status, whether mentality affects. In Russia well there is monetization of unique things and an upgrade. It is important to user to create something special, unique, what will have individual characteristics, is not a pity to spend money for such things. Many "hardkorny" games try to implement this model of monetization which allows the player to purchase the unique hero, army or the weapon, and then to improve him, buying additional elements.



In China there are over 550 million devices from which for 96% one game is set at least, and a third of users spends at least hour a day for games.
Nevertheless, the Chinese users are more exacting to quality and content, and, as well as Russians, are less inclined to pay for installation. Therefore F2P when gamers can load free of charge game is suitable for a gain of target audience and building of user base more and begin to play. Of course, there is always a risk that they will remain free players, but the income will significantly increase if different users spend the different sums, is dependent on their involvement into game. An exception – Monument Valley which became the highest paid game in 2014 when Chinese agreed to pay for the official version if only to receive all range of services of the developer.
If to speak about F2P, then it is worth paying attention to in-app purchase (IAP), affiliatemarketing, and the Freemium, efficiency of each of them depends on a game genre.
Chinese are inclined to perform IAP if game is pleasant to them, and they will longer play. Games which are ground on "long" development constructions, upgrades have very high income from sale of accelerators — additional qualities of their heroes or transition to other level. The Chinese players will prefer to spend money for them in most cases. It is important to allow players easily and to pay quickly – through Alipay and UnionPay. It is possible to use also gacha mechanism – accidental good luck, prizes or the weapon that improve game, and also opportunities for "resuming" of activity of the main character in case of failure, but for money.
Other moment: China is very popular the VIP — accounts, players buy subscriptions and during certain time (week or month) the VIP, for example receipt of additional experience, the accelerated construction, discounts for purchase of the equipment, the weapon, etc. use privileges.
Many Chinese developers go a simple way: sell just game currency, and the Chinese culture is traced here — to make simply, not really qualitatively, but to win on volumes. As the result, very good games can have low ARPU because of poorly thought over monetization.
Chinese do not love difficult games, and throw the application as soon as it becomes too heavy for them. A striking example – Tencent which were postponed by release of the new version of the game Tower of Saviors in China because that was too difficult.
For those who do not use IAP it is possible to use in-app ads. According to the statistics, 9 of 10 Chinese is clicked advertizing, especially, if she uses video. Keep in mind that any player involved in process (irrespective of a nationality), advertizing will irritate therefore do not abuse this tool, even despite a bigger amount of time, spent for games.
It is necessary to find those advertizing networks which advertize really good applications. If you create game, then it is possible to integrate advertizing of other games as your potential user, most likely, likes to spend time playing on the mobile device and there is a chance that he will click on a game advertizing banner.

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