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Kid KPIs and the Launch ofAnimal Jam - Play Wild!
clark staceyceo,
wildworks@clarkstacey
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• Making kids’ games since 2003• Studios in U.S. & Netherlands• $30M 2015 revenue, +60% in 2016
• #1 online social game for kids• 100+ million animals• 600k DAU / 9M MAU
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#1 grossing iPad app for kids 9-11 in 54 countries#1 grossing iPad educational game in 46 countries
MAU
Conversion (per active user)
DAU
D1/D7/D30
Avg. daily playtime
1.1 Million
8%
105,000
59%/25%/12%
45 min.
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Most top grossing Kids category apps aren’t free to
playFewer than half offer IAP
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Daily revenue, U.S. iPhone only
#1 #2 #3 #4 #5
$1,532,556 $1,195,439 $816,058 $419,436 $306,370
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$1,532,556 $1,195,439 $816,058 $419,436 $306,370
Top Grossing U.S. iPhone apps
$14,774
0.9% of Games category #1
Daily revenue, U.S. iPhone only
#1 #2 #3 #4 #5
#1 Kids 9-11#2 Kids overall
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TRENDS in Cognitive Sciences Vol.9 No.3 March 2005
https://youtu.be/FIY_N43zsQI
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Education; 15
Entertainment; 2
Games; 2Books; 1
Subscription; 13IAP; 3
Premium; 4
Kids under 7:; 17
Kids 7+; 3
Mostly not games Mostly for younger kids Mostly subscription-based
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Age
Core demo: 8-11
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78% of children under 13 lie about their age to use online social
networks
We gave them a better option
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Pro Con
Used by top-grossing Kids apps Works for young kids & education apps
Understood by kids & parents Not permitted for games
Predictable recurring revenue Requires server setup
Ethical, sustainable Less pricing flexibility
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Pro Con
Used by top-grossing Kids apps Works for young kids & education apps
Understood by kids & parents Not permitted for games
Predictable recurring revenue Requires server setup
Ethical, sustainable Less pricing flexibility
-NPD Group
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Content Freemium (Free download + content IAP)
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Monetization = sale of avatars & durable itemsPlayers use avatars to earn in-game currencyCore features and gameplay are free
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If this IAP was a toy and I sold it to a parent, would I want to be there when they opened it?
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Content Freemium(Free download + content IAP)
Pro Con
Free download = more users Requires constant content updates
Transparent Potential for unauthorized charges
Pricing flexibility You’ll never make $1M / dayUsers “pay for what they use” Still has potential for abuse. Some guidelines are needed.
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• When a child buys something, it’s theirs
• Don’t try to redefine “free”
• Don’t sell Sea Monkeys
• Be very wary of consumables
• Be transparent
Principles of IAP Monetization for Kids Games
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1. Be very wary of consumables
2. Don’t try to redefine “free”
3. Don’t sell Sea Monkeys
4. When a child buys something, it’s
theirs
5. Be transparent
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Avatar release
• Revenue is very content-driven
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Thanks Santa!
Weekends
• Revenue is very content-driven• …also very school-driven
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Avatar sales
Everything else
• Avatar animals are best sellers
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Mobile only
Mobile + web
Most paying players spending ~$5/month
We don’t want whales!
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Long-term players with low monthly ARPPU > short term whales
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Our plan:
-Avoid slash-and-burn monetization-A player who spends $5-6/mo for 2 years is worth
more than one who buys everything in the store, regrets it, churns out
-Focus on the social-Social engagement = retention, organic UA
-Move to virtual currency-More convenient for players and parents-Conversion must be easy to understand-Necessary as catalog of purchasable items grows
-Keep the content coming
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The most effective kind of education is that a child should play amidst beautiful things.-Plato
Clark StaceyCEO, WildWorks
@clarkstacey