different cultures: how people paly and how they pay - honor gunday (paymentwall)
DESCRIPTION
Онор Гандей, CEO and Founder, Paymentwall "Что заставляет людей платить за игры в виртуальном мире, и ключевые отличия от культуры к культуре." В течение многих лет компании могли рассматривать лишь одну страну на единицу времени, интернет игры были достаточно изолированы и масштаб мировой аудитории не был первоначальной целью. Все это изменилось за последние десятилетия с появлением социальных сетей, мобильных устройств и более широкому использованию Интернета. При этом культурные различия, которые компании упускают из вида все еще являются камнем преткновения. Все мы взаимодействуем и связаны с интернетом по разному. Это зависит от возраста, культуры, региона, пола и достатка. Рассматривая основные различия мы проанализируем как "зацепить" каждую таргет- группу и как сделать ваши виртуальные продукты и веб- монетизацию максимально успешными.TRANSCRIPT
Honor Gunday, CEO & Founder
• 1000+ happy merchants• 75+ payment options • Local Credit Card Processing• Many UI options• Fully customizable widgets• 80 local currencies• 190+ countries• 20+ languages• Local offers in 160+ countries• Multilingual support 24/7• Offices in San Francisco & Kiev
Our Customers
Big GAME = Lots of Money?
1/3610
2/3620
(Engagement)
3/3630
Basic Formula of Success = • Creating engaging content • Marketing to the “right people”
4/3640
How do you make sure the content is engaging for your audience? ?
5/3650
1Why/how do people
play?
6/3675 Social Demographics
USAGermany
China
Russia
Turkey
BrazilIndonesia
7/36100 Social Demographics
• Desperate housewives
• Gamer geeks• People slacking off
at work • Singles looking for
mates
• Gamer geeks
• Desperate housewives
• Kids coming back from school
• Internet cafe users• Rich housewives• People slacking off
at work
• Desperate housewives
• Gamer geeks
• Gamer geeks
• Internet cafe users• Gamer geeks
8/36
or ?
150
Gender
9/36200
Age
10/36250
Location
11/36300
Culture
Collecting StuffLuxury and
DifferentiationSelf Actualization
& eLearning
12/36350
Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
2How do different users
pay?
•Relative Pricing•Regional Pricing•Available Payment Options•Bonuses, Incentives, Discounts•Trust & Sustenance•Usability•Language
13/36500
Things to consider
!
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
14/36600
GDP Per Capita$50,000
$45,000
$40,000
$35,000
$30,000
$25,000
$20,000
$15,000
$10,000
$5,000
$0
USA China Brazil India Turkey Russia
$47,123
$4,382
$10,816
$1,265
$10,437$10,399
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
15/36700
How People Spend
35%30%25%20%15%10%
5%0
USA China Brazil India Russia
Housing
Entertain-
mentFood
Transpor-
tationHealth
care
Education
Savings
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
16/36800
• Salary: $3926/month
• Disposable Income on entertainment: $235
American Indonesian• Salary: $240/month
• Disposable Income on entertainment: $14
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
17/36900
Relative Pricing
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
$5 in USA
18/361000
Regional Pricing
$1 in China
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
19/361100
• USA: $10• China: $2• Brazil: $3• India: $1 • Turkey: $3 • Russia: $3
Regional Pricing Example
Kids & People from Developing Countries
20/361200
PREPAID
Men in UK21/361300
0011 1100 1010 0101
Geeks in US22/361400
0011 1100 1010 0101
Women in Saudi Arabia
23/361500
Housewives in US24/361600
Cheque
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
25/361800
Local Payment Options
Boleto Bancario in BrazilKiosks in RussiaAirtime Billing in PhilippinesPrepaid Cards in South East AsiaOffers Direct Debit in Europe
PREPAID
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
25/362000
Special Deals
Repeat Users
OptimizeCommissions
Bonuses & Incentives
Bonuses
Happy Hours
Defaults
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
26/362500
Bonuses & IncentivesApplied to cultures
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
27/363000
Bonuses & Incentives
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
28/364000
Trust & Sustenance
• Fraud protection• Responsive multilingual customer
support
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
29/365000
Usability
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
30/366000
UsabilityEach additional step or
new window lessens conversion by
15-30%
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
31/367000
Usability / languageConsistent Design
Pricing RelativityRegional Pricing
Bonuses, Incentives, DiscountsTrust
UsabilityLanguage
Available Payment Options
32/368000
Localization
Custom Payment Widget for
“Island Paradise”
34/3610000 USA
35/3630000 United Kingdom
36/3650000 Germany
36/3650000
World
CIS Countries