Gareth and I undertook a project to research the market, in order to develop a marketing plan, including our monetization model, for our game Splop. We created the report to study the current market trends of the mobile market, in order to discern what we should do, and how we should do it in order to potentially make us a profit on the mobile market.
We analyzed 3 successful games on the mobile market, “Six!”, Candy Crush Soda, and Geometry Dash. These games all had the following in common:
Each game has a simplistic art style, with bright colors, typically with a light and bouncy music theme. This indicates that the common mobile game player wants to play something that is playful and not gloomy.
Each game has only one interaction, and in the case of all of these games it just a tap or swipe. This indicates that players want something very simplistic to play. They do not have buttons and having to do gestures and such to play the game.
These games are most diverse when it comes to Monetization. Both Six! and Geometry Dash have ad-free versions, however, Geometry Dash’s ad free version is actually the full version of the game. In the case of Candy Crush Soda, they do not have ads, rather they only have micro-transactions for in-game currency, implying that they have a high enough player base to sustain their game off of just this monetization method. The biggest thing all of these games have in common is they try to hook the player as fast as possible in order to coax them into purchasing from them as fast as possible.
Based off these findings from these games, we based multiple aspects of Splop from this, including theming, colors, audio, and monetization. We decided on having 2 types of currency in Splop, one which you use to buy Power Ups (Sugar) and one you use to buy Level Packs (Stars).
Sugar is used to buy power-ups, and to purchase additional stars if the player does not wish to revisit levels to earn them, this will be further explained in the following section. The following table shows the purchase points for sugar on the in-game store.
|Amount of Sugar
||Real Money Cost
The game will be split into 5 packs of 10 levels each, and will cost stars according to this table:
|Pack 1 (0-9)
|Pack 2 (10-19)
|Pack 3 (20-29)
|Pack 4 (30-39)
|Pack 5 (40-49)
The stars can be earned by completing a level, from 1-3 stars, based on how well the player does. The increasing amount forces players to either work harder at perfecting levels, or use the in-game currency to purchase stars. The price in sugar goes as follows:
|Number of stars
||Amount of Sugar
Power-ups are priced according to how much of an effect we are designing them to have in gameplay. The following is a table displaying price, and function they have in game:
|Power Up Name
||Destroy one jelly and earn its score
||Undo your last move and lose the points you gained from it.
||Move one jelly from anywhere on the board to anywhere else on the board.
We will also be running advertisements in game. There will be banner advertisements running the menu screen, and during the entire game experience. At the moment, we decided that rewarded ads are probably a worse way to go, due to all in-game items being bought with our in-game currency. We believe that it is better for profit if we keep it so that the only way to earn the in-game currency, is through daily rewards, and micro transactions.