Tag Archives: Freemium

Because They’re Worth It: Here’s Why You Should Pay For Games Like Device 6

What does £2.49 buy you in the real world? The answer is not much. It can scrape you a hot drink at Caffe Nero; it allows you to emerge from M&S with a ham sandwich and a bottle of water or, if you’re lucky, it’ll nab you a DVD from Fopp and it’ll still be of uncertain quality. Ultimately, you’re not going to get much from that much pocket change but yet most people will still go out and spend it on those things – rarely will it feel expensive.

But when it comes to mobile games on iOS and Android, people baulk at the thought of paying a couple of quid for a fully featured new release. It’s something that I find utterly baffling, particularly after I finished Simogo’s latest release Device 6.

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Plants vs Zombies 2 And The Perils Of F2P Monetisation

plants vs zombies 2

Shuffling towards freemium failure

Making money on the App Store is tough. I know a lot of people who set out thinking that you can use it to turn a quick buck with a free to play game but that really isn’t the case. Even with a lot of knowledge and experience, it is more than possible for you to screw up your money making strategy to such an extent that it ends up being kind of embarrassing for all involved.

I’m mulling this over because of the high profile free to play failure from EA that’s currently brewing under our noses. Plants vs Zombies 2, despite a huge amount of promotion, hype and free chart topping success, is very much on the way to being a freemium fail as it struggles uphill to breach the all important top grossing charts that Supercell and King have effortlessly held for the past months.

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The IAP Stigma: Why Consumers Are Embarrased By Micro Transactions

IAP psychologist thing

So tell me; why don’t you admit buying IAP?

I was fortunate enough to attend the 3MG: Marketing and Monetisation event on behalf of The App Show yesterday to talk about the ins and outs of mobile marketing and monetisation. In a schedule filled with incredibly interesting talks and opportunities to network, perhaps the most interesting part for me was the afternoon discussion pod where I was lucky enough to chair a micro focus group dedicated to answering the question “Is freemium always the right route for monetisation?”.

In terms of what we found, the answer to the main question proved broadly functional (freemium vs premium depends on what kind of product you’re offering). But, more interestingly, I felt that we collectively unearthed some fascinating insights into the psychology of In App Purchases (IAP) which sheds light on why freemium may have a broadly negative perception from consumers that it doesn’t necessarily deserve.

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Paid vs Freemium: Why A Price is Sometimes Right

Freemium Xcom

Kicking ass $20 a go

With the freemium economic model up, running and making big piles of money, paying up front for apps has increasingly felt like an action of someone on the fringes of social acceptability. Like the uncool kid at school bringing Pokemon cards in a week after everyone else has stopped playing (note: definitely not me as I had an awesome deck, thank you very much), parting a set amount of money for an app has felt increasingly unfashionable of late.

Which is why the tale of Xcom: Enemy Unknown has warmed the cockles of my cold, corporate heart. With developers falling over themselves to offer their products for free before reeling back as much money as they can with IAP, makers 2K China looked at the product they were selling (essentially a full port of a console game), decided it was amazing and slapped what is now considered an expensive $20 price tag on it to make sure they got their money back.

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