1 page.title=Star Girl Increases In-App Purchases by 3.5X Through More Flexible Minimum Pricing on Google Play 2 page.metaDescription=Star Girl Increases In-App Purchases by 3.5X. 3 page.tags="developerstory", "games", "googleplay", "google play" 4 page.image=images/cards/distribute/stories/animoca.jpg 5 6 @jd:body 7 8 <style type="text/css"> 9 span.positive{ 10 color:green; 11 font-size: 125%; 12 font-weight:bold;"> 13 } 14 span.negative{ 15 color:red; 16 font-size: 125%; 17 font-weight:bold;"> 18 } 19 </style> 20 21 <h3>Background</h3> 22 23 <div class="figure"> 24 <img src="{@docRoot}images/distribute/stories/animoca-logo.png" /> 25 </div> 26 27 <p> 28 <a class="external-link" 29 href="https://play.google.com/store/apps/details?id=com.animoca.google.starGirl&hl=en&e=-EnableAppDetailsPageRedesign"> 30 Star Girl</a> is a series of SIM/role playing games published by <a class="external-link" 31 href="https://play.google.com/store/apps/dev?id=8271704752057011334&hl=en&e=-EnableAppDetailsPageRedesign"> 32 Animoca</a>, a Hong Kong based game developer. The Star Girl series has more than 70 million 33 downloads and is localized in 18 languages. With a fast-growing user base in markets 34 including SEA, India, and Latin America, Animoca is exploring ways to effectively increase 35 monetization with a localized pricing strategy. 36 </p> 37 38 <h3>What they did</h3> 39 40 <p> 41 Following the introduction of 42 <a class="external-link" href="http://android-developers.blogspot.com/2015/11/minimum-purchase-price-for-apps-and-in.html"> 43 more flexible minimum pricing</a> in November 2015, Animoca took the opportunity to test 44 sachet pricing models across Thailand, Malaysia, Philippines, Indonesia, Brazil, and Russia: 45 </p> 46 47 <p> 48 <img src="{@docRoot}images/distribute/stories/animoca-flow.jpg" /> 49 </p> 50 51 <p> 52 Animoca created a new sachet SKU, which offered 100 diamonds and 5,000 coins, at the new lower 53 minimum price available in these markets. The new SKU is approximately 60% cheaper than the 54 previous minimum-priced product and is accessible only through geo-targeted, in-game 55 banners in localized languages. 56 </p> 57 58 <h3>Results</h3> 59 60 <div class="figure"> 61 <img src="{@docRoot}images/distribute/stories/animoca-graph.jpg" /> 62 </div> 63 64 <p> 65 The changes to minimum prices across these markets resulted in positive results, with the 66 number of transactions increasing 3.5X in the three months following launch. 67 </p> 68 69 <p> 70 Also, 90% of these transactions were first-time new buyers, half of which 71 followed up with purchases of regular packages. This helps to create a more sustainable revenue 72 impact, as described by Yusuf Goolamabbas, CTO of Animoca: 73 </p> 74 75 <p> 76 <em>Sachet marketing has made IAPs more affordable to users in emerging markets. We are seeing 77 significant growth in new buyers as well as returning buyers and a positive impact on revenue in 78 emerging markets.</em> 79 </p> 80 81 <h3>Get started</h3> 82 83 <p> 84 <a class="external-link" href="https://support.google.com/googleplay/android-developer/answer/6334373?hl=en-GB"> 85 Learn more about flexible minimum pricing</a> and 86 <a class="external-link" href="http://g.co/play/playbook-dac-writtenstudies-evergreen"> 87 get the Playbook for Developers app</a> to grow your business and improve 88 monetization with Google Play. 89 </p>
