3 questions to ask about your battle pass...three questions to ask to level up your battle pass...

3 QUESTIONS TO ASK ABOUT YOUR BATTLE PASS

Alex Macmillan

About me • Alex Macmillan

• VP product at Social Point

• Blog about product, analytics

and monetization in mobile

games www.alexandremacmillan.com

Three questions to ask to level

up your Battle Pass monetization

About today’s

presentation1. What are the defining

characteristics of a Battle Pass

2. Why the Battle Pass is a great

monetization feature

3. How can you optimize your

Battle Pass performance

WHAT

Battle Pass

Fortnite • First high-impact / high-

visibility implementation of

the Battle Pass

Fortnite • First high-impact / high-

visibility implementation of

the Battle Pass

• Multiple significant iterations

on the UI/UX

Fortnite • First high-impact / high-

visibility implementation of

the Battle Pass

• Multiple significant iterations

on the UI/UX

Fortnite • First high-impact / high-

visibility implementation of

the Battle Pass

• Multiple significant iterations

on the UI/UX

Fortnite • First high-impact / high-

visibility implementation of

the Battle Pass

• Multiple significant iterations

on the UI/UX

• Battle Pass associated to

cosmetics

Battle Passes

everywhere

Battle Passes

everywhere

Battle Passes

everywhere

Battle Passes

everywhere

Battle Passes

everywhere

Battle Passes

everywhere

Battle Pass is not about

cosmetics

Battle Pass is not about

cosmetics

Battle Pass is about engagement

WHY

Battle Pass

What drives monetization?

Your fans are the ones

spending➢You don’t make a player spend

➢Players spend because they love

your game and want to engage

with it more

What drives monetization?

Monetization is not about

making players do something

(spend money)

What drives monetization?

Monetization is not about

making players do something

(spend money)

It’s about finding ways to

provide value and capitalize

on your players’ enthusiasm

Key aspects of the Battle

PassBreaking down

Fortnite’s Battle Pass

Key aspects of the Battle

Pass 1) Tie-in rewards and

engagement

The more you play, the more

rewards you get

Key aspects of the Battle

Pass2) Free and Paid path

Spending unlocks better/more

exclusive rewards

Key aspects of the Battle

Pass 3) Can purchase

anytime

Accumulated rewards of

engagement never lost

Battle Pass, monetization,

engagement

Battle Passes are built to capitalize on the engagement of your fans

➢The more you play, the more rewards you get

➢Spending makes your engagement more valuable

➢The accumulated benefits of engagement are never lost

Battle Pass is a feature that monetizes engagement

Battle Passes are

not featuresthat create

engagement

Battle Passes

• Capitalize on engagement

• Reinforce the engagement of

your fans

HOW

Battle Pass

Key questions

1a) How can you get

more players to buy

on launch day?

•Purchase moment rewarding

•Pass rewards valuable

•Time-limited benefit to purchasing the pass on launch day

•Optimal price

Key questions

1b) How can you get

more players to

spend more on

launch day?

•Have different opti0ns for the

price-point

Key questions

2) How can you make

more players get to

the end of the pass?

•Milestones frequent enough to

provide a rewarding feeling of

progression

•Final reward compelling enough

to keep fans motivated

Key questions

3) Do you benefit from

making it hard to

complete the pass?

•Do you monetize progression?

•What is the potential revenue from non-buyers who complete the pass?

•What is the repurchase rate of buyers who complete the pass?