How Team Battler games make money. Part II
Let’s delve deeper into how these genre games make money! If you missed it, you can catch up on the first part here.
When it comes to selling packs of resources in the game, there are three main categories: heroes, resources, and skins.
Heroes and skins are pretty straightforward. The primary item is always prominently featured, while the rest serves as additional enhancements to increase the value of the pack. This approach provides more opportunities for upselling and often includes flashy claims like “best offer” or “100.000% discount.”
Resource sales, on the other hand, are more complex. In battle-style games, the cost of powering up heroes increases with each level, requiring players to spend more in order to witness their heroes’ growth. Initially, players typically purchase loot boxes and heroes, but after a month or two, the focus shifts to acquiring resources. As the game progresses, in-game currency and bundles take center stage, offering maximum discounts on currency purchases. Players begin to optimize their spending strategies.
Now, let’s delve into how games of this genre sell resources and explore their connection to game mechanics!
Example of a Pack in the “Dislyte” Game for Master Account Level 15!
This particular case serves as a poor example of selling double packs. Bundles can have two primary objectives: (1) selling the cheaper variant by emphasizing the value of the second option, or (2) selling the more expensive variant, showcasing its superior benefits and profitability for the player.
How to effectively sell a cheap pack?
- Offer more relevant content tailored to the player’s needs.
- Create a noticeable price difference between the options.
- Include a greater number of items in the bundle.
- Provide a substantial discount to entice the player.
- Utilize distinct colors or designs to differentiate the packs.
- Highlight differences in size or quantity.
- Clearly communicate the advantages of choosing the cheaper packs.
In the example mentioned above, the approach fails on all counts. Although the left pack claims to offer a “benefit” that the second pack lacks, it appears to be more of a misleading gimmick rather than an honest value proposition.
Another poor sales example from the same game.
This particular example falls short for several reasons: all items are of the same color, there is an excess of information, and the same “benefit” is repeated. This format is typically presented to players who haven’t made their first payment yet.
And this is an example of an order of magnitude better action.
Not all resource stocks in the game are bad. In the example above, two packs are important: the first and the last. The former wins on price and benefits, while the latter wins on the number of positions. At the same time, both use the golden color in the coloring of the first items of the pack, which, in contrast to other contents, attracts special attention. This is an example of how two not-so-great packs can elevate the value of two other great deals on the same screen.
Although battlers are very specific and have certain characteristic mechanics that are not often found in other genres, battlers still use typical actions. Below are the most interesting ones!
Just like in any game, the primary goal is to persuade players to make their first purchase in Dislyte. The game offers the opportunity to acquire a hero, and the choice of which hero to offer is crucial. In linear battle games, where heroes are positioned in a single line, players tend to feel that their tank is weak when they experience losses. On the other hand, in non-linear games, support heroes are more valuable, and healers are even better, as anyone can sustain damage on the battlefield. In Dislyte specifically, there is a lack of healing at the beginning of the game.
What packs this game apart from other first-purchase promotions is the presence of second and third packs. However, in order to unlock the ability to purchase the second pack, players must first buy the first pack, and similarly, the third pack becomes available only after purchasing the first two packs.
Let’s take a closer look at how the first purchase gift offer has evolved in AFK Arena. The provided screenshot from 2021 showcases a backline fighter hero, which is not as prominent as a tank or a healer in terms of importance.
This screenshot is from 2023.
In this updated version, the hero has been changed to a tank. Several significant changes can be observed:
💥️️️️️️ Enhanced offer visual: The hero now has a glowing icon, which effectively grabs attention.
💥️️️️️️ Improved color scheme and contrast: The rewards are more prominent and visually appealing.
💥️️️️️️ Background blur effect: The addition of background blur creates a sense of depth and focuses attention on the hero and rewards.
💥️️️️️️ Larger font size: The text “buy anything” has been enlarged, making it more noticeable and encouraging action.
This screenshot appears to be the result of a successful A/B test, reflecting the positive changes implemented based on user feedback and preferences.
Here’s another example of an unsuccessful sales offer for conversion to payment. In this case, it is challenging to comprehend that this offer applies to purchases made within a 13-day timeframe. While there is a division between a one-time reward and a daily reward, it remains unclear how many days are included. To enhance such a sale, it would be beneficial to present a daily reward with a multiplier of x13 or include a separate “TOTAL” section to provide a clear overview of the cumulative rewards. These improvements would enhance the clarity and appeal of the offer to potential customers.
Let’s take a look at a similar promotion in Raid Shadow Legions, but in this case, it focuses on the first purchase rather than the mechanics of the promotion itself. In this screenshot, the player is presented with the option to purchase a substantial amount of energy (which may not take into account the player’s current energy reserves for that specific account).
However, the player has the opportunity to obtain even more value for their money, making it an incredibly lucrative offer. This represents a missed opportunity that is clearly evident and could have been effectively capitalized on through better marketing and presentation.