Candy Crush(ed): 2015 App Monetization Trends

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In order to survive in the Free-to-play world, App developers must monetize their apps. Relying only on in-app purchases can be a huge risk, therefore more developers choose to use an offer wall which considered very profitable and yet less intrusive.

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Persona.ly CEO Ofir Pasternak explains, "Monetizing freemium games has become a challenge these days. Relying only on in-app purchases is just not working anymore.

While Candy Crush is considered to be one of the top freemium mobile game apps, its stock value has decreased sharply by 30% since the IPO in March 2014 when the stock price was $22.50.

One of the major holdbacks was the fact that users haven't been spending as much as investors hoped to see. Regarding QTR2 gross bookings, King CEO Riccardo Zacconi acknowledged that earnings from in-app purchasers "came in below our expectations."

If Candy Crush is having trouble relying on in-app purchases, then other F2P games with fewer players may be experiencing a similar fate. A recent mobile monetization study,conducted by Swrve and published February 26th of last year, reveals that only 1.5% of game players spent any money at all on premium content. Moreover, those players who are not willing to pay get very frustrated for being stuck on a specific level or stage and will probably leave the game.

In this case, monetization via offer wall could be the best solution to turn non-paying players into a significant source of income. Offer wall is a platform that integrates naturally within the game. It offers players virtual goods in exchange for completing specific tasks (downloading an app, watching a video, completing a survey, etc.). A win-win opportunity is created: the player is rewarded with virtual goods so he could unlock premium content and the game developer is able to generate revenue.

With this approach, game players remain satisfied because they choose to do the tasks willingly. Furthermore, it keeps them hooked to the game, knowing they can earn more in-game goods to upgrade their experience. Additionally, a survey among various game companies pointed out that users considered the offer wall as the less intrusive option for the gaming experience.

Persona.ly CEO Ofir Pasternak explains, "Monetizing freemium games has become a challenge these days. Relying only on in-app purchases is just not working anymore. Game developers need to find more revenue streams in order to grow. They should think about less intrusive yet profitable monetization approaches. In Persona.ly, we help many game developers monetize their apps in a native, smart, custom-tailored way in order to provide the best eCPM and user experience out there.”

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Founded in 2013, Persona.ly provides custom-tailored monetization solutions. It offers developers the most innovative tools to create significant revenue streams even from non-paying users with features like built-in survey panels, smart gamification engine, and localization options. It has offices in Israel, Ukraine and Germany.

To learn more about Persona.ly and how to start the integration process, visit http://persona.ly/

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