Selling Pixels:Real-world data fromvirtual-world games

Rob CarrollDirector of Publishing

Tapjoy

Tapjoy Inc. Confidential : : : 2

Contributing Developers

Thanks!

Tapjoy Inc. Confidential : : : 3

Stat Boosts

Level Packs

Avatar Customization

Time Savings Decorations

Viral Replacements

Equipment

Resources

Virtual Good Types

Tapjoy Inc. Confidential : : : 4

Virtual Good Types

1) Time Savings:Allow the user to refill their stats or complete tasks to speed up their game play.

1

2

2) Avatar Customization : Non stat effecting vanity items

Much more prevalent in pet care and city building

games

3) Equipment : Items in the game that give

the user a bonus or permanently increase their

stats

3

Tapjoy Inc. Confidential : : : 5

Virtual Good Types

4) Level Packs:Extra content for the game.

4

5

5) Stat Boosts:Boost that the user can buy to

power-up their game play. Usually limited time or effect

duration

6) Decorations: Non game effecting items the user can buy to customize the

look of their game

6

Tapjoy Inc. Confidential : : : 6

Virtual Good Types

7) Resources:Items the user need to build other items or expand in the

game, this is often also a time savings benefit

8) Viral Replacements: Allow the user to spend

money to continue gameplay without needing to invite

friends 8

7

Tapjoy Inc. Confidential : : : 7

HyperCube’s Jet Fighter

Stat Boosts Time Savings Equipment

Tapjoy Inc. Confidential : : : 8

80%

10%

10%

Jet Fighter

Ship UpgradesFuelPower-ups

HyperCube’s Jet Fighter

Free to Play Arcade Game• Twitch action game play• Lot’s of ship upgrades

Tapjoy Inc. Confidential : : : 9

80%

10%

10%Jet Fighter

Ship Upgrades

Fuel

Power-ups

HyperCube’s Jet Fighter

40%

36%

24%

Other Fighter Arcade Game

Ship Upgrades

Fuel

Power-ups

Tapjoy Inc. Confidential : : : 10

Tapjoy’s Tap Defense

Stat Boosts Equipment Level Packs

We’re Hiring!!

Tapjoy Inc. Confidential : : : 11

Tapjoy’s Tap Defense

Free to Play Arcade Game• Classic Desktop Tower Defense • Good mix of boosts and items

76%

36%

7%

Tap Defense

Equipment

Boosts

Level Packs

Tapjoy Inc. Confidential : : : 12

GameDuell’s Cleopatra’s Pyramid

Level Packs

Free to Play Puzzle Game• Timed solitaire style game play• User get’s the first levels free

and can buy extra levels

Tapjoy Inc. Confidential : : : 13

GameDuell’s Cleopatra’s Pyramid

7.6% of users bought the first level unlock

Of those 48.2% bought the second

level pack

Of the users that the second level pack, 49.9% bought the third level pack

Level Pack Purchases

Tapjoy Inc. Confidential : : : 14

GameDuell’s Cleopatra’s Pyramid

The highest % of IAP packages was $2.99

with 38.9% of all sales

Followed by $1.99 and $0.99 in 3rd

$7.99 was the 4th most bought package

The $3.99, $4.99, $5.99 and $6.99 packages didn’t

contribute much

In App Purchase Packages

Tapjoy Inc. Confidential : : : 15

Stat Boosts Time Savings Equipment Avatar

Customization Viral

Replacements Resources

Facebook Role Playing Games• Character Progression• Lot’s of Virtual Goods• Great Art and Story

5th Planet Games

Tapjoy Inc. Confidential : : : 16

5th Planet’s Dawn of the Dragons

47%

51%

1%>1%

1%

Dawn of the Dragons

Equipment

Time

Viral

Avatar

Resources

Tapjoy Inc. Confidential : : : 17

5th Planet’s Dawn of the Dragons

47%

51%

1% >1%1%

Dawn of the Dragons

Equipment Time ViralAvatar Resources 79%

12%

9%Equipment Breakdown

Random Packs

Weapons, etc

Army

47%53%

Time Breakdown

Potions

Stat Refill

Tapjoy Inc. Confidential : : : 18

5th Planet’s Legacy of A Thousand Suns

40%

1%

57%

1% >1%1%

Legacy of A Thousand Suns

Equipment Stat BoostTime ViralAvatar Resources

Tapjoy Inc. Confidential : : : 19

5th Planet’s Legacy of A Thousand Suns

70%

20%

10%Equipment Breakdown

Random Packs

Weapons, etc

Army

38%

62%

Time Breakdown

Potions

Stat Refill

40%

1%

57%

1%>1%

1%

Legacy of A Thousand Suns

Equipment Stat BoostTime ViralAvatar Resources

Tapjoy Inc. Confidential : : : 20

Exclusive!!!

Take Away Ideas

Tapjoy Inc. Confidential : : : 21

Featured Placement

• Add virtual goods to the landing/home page

• Create featured/limited item space on the page

• Items on the home page will have 150% + sales increase

• Rotate content often

• Remove feature/limited items from the market

• Great place for seasonal items

Tapjoy Inc. Confidential : : : 22

Hidden Banner Ad’s

Normal banner ad placement can interfere with game play

Place ad’s in less conspicuous areas • Inventory screens • Loading pages• Landing screen

Thank You!

Rob CarrollDirector of Publishing

Tapjoy