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WHO AM I? 
GAME DESIGNER 
- 
PROJECT MANAGER 
ALL ASSASSIN’S CREED 
MULTIPLAYER GAMES 
GAME DIRECTOR 
10 YEARS IN THE 
IND...
I’M GOING TO EXPLAIN TO YOU… 
HOW WE HAVE INTRODUCED MONETIZATION INTO 60$ PVP GAMES 
“You can hardly call Erudito Credits...
THE TALK OBJECTIVES 
Personal experience 
Learnings
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
WHAT IS ASSASSIN’S CREED MULTIPLAYER? 
VIDEO
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
HOW DID WE INTRODUCE MONETIZATION? 
 Monetization started in Assassin’s Creed III 
 But our 1st step was Assassin’s Cree...
1ST STEP: ASSASSIN’S CREED REVELATIONS 
 Introduction of Abstergo Credits 
 Learn player behaviors and build the foundat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
ACIII CONTENT & MONETIZATION 
ACIII CONTENT & MONETIZATION
AC3 CONTENT 
AC3 CONTENT DESCRIPTION
AC3 CONTENT 
Player Progression 
Gameplay items 
Abilities, Perks, Streaks 
 “Weapons”
GAMEPLAY ITEMS PHILOSOPHY 
 Horizontal progression (not a vertical one) 
 Unlock new different tools, not better ones 
...
AC3 CONTENT 
Player Persistency 
Appearance items: Characters Gameplay items 
Abilities, Perks, Streaks 
 “Weapons”
APPEARANCE ITEMS: EXAMPLE OF CHARACTERS 
THE COMMANDER 
THE CARPENTER 
THE SILENT SHADOW 
THE LADY MAVERICK 
THE NIGHT STA...
UNIQUE CHARACTER SELECTION 
CHARACTERS ARE EXCLUSIVE (ONE PER PLAYER PER SESSION)
AC3 CONTENT 
Player Persistency 
Appearance items: Characters Gameplay items Appearance items: Profile
APPEARANCE ITEMS: PROFILE
AC3 CONTENT 
Player Persistency 
Appearance items: Characters Gameplay items Appearance items: Profile
AC3 CONTENT 
AC3 MONETIZATION SYSTEMS
ITEMS UNLOCK 
Erudito Credits Abstergo Credits 
+ LVL restriction 
Body parts
ERUDITO CREDITS WITHIN STORYLINE CONTEXT 
ABSTERGO ENTERTAINMENT 
ERUDITO 
Kotaku: “It's at least refreshing to see a game...
MONETIZATION OVERVIEW 
Costumes 
Abilities Perks Streaks Bonus Sets 
Body parts, Face & Colors Weapons Animations 
Patron ...
200 
180 
160 
140 
120 
100 
80 
60 
40 
20 
0 
Amount of Matches 
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627...
MONETIZATION DESCRIPTION 
BUY ERUDITO CREDITS 
EARN ABSTERGO CREDITS 
Abstergo Credits Erudito Credits 
+ Level unlock 
Le...
ERUDITO CREDITS PACKS 
ERUDITO CREDITS Price ($) 
Pack of 20 0.99 
Pack of 50 1.99 
Pack of 155 4.99 
Pack of 380 9.99 
Pa...
ITEMS PRICING 
 Prices designed to have spares after items purchases (MS points model) 
GAMEPLAY AND APPEARANCE ITEMS 
Ti...
CHAMPION PACK SPECIFIC MECHANIC 
 Only 4 champions packs available per week (to get players’ attention) 
Week 1 
1 2 
3 4...
MONETIZATION DESCRIPTION 
BUY ERUDITO CREDITS 
EARN ABSTERGO CREDITS 
Abstergo Credits Erudito Credits 
+ Level unlock 
BU...
BIG PACKS 
Abilities Perks Streaks Bonus Sets 
 Sold like a DLC on Xbox 360 
 Sold like an in-game item on PS3 
 Price:...
SPECIAL EVENTS 
 Happy hour weekends (sales on EC packs: price or amount) 
 In-game events XP week-end to attract player...
TO RECAP: THE RULES WE ESTABLISHED 
 Players are not forced to pay 
 No item exclusive to monetization (all items availa...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AC3 STATISTICS & LEARNING 
AC3 STATISTICS & LEARNING
AC3 - EC CONSUMPTION 
EC purchases per level 
 EC are mostly bought at the beginning of the game 
6% 
5% 
4% 
3% 
2% 
1% ...
AC3 - BIG PACKS CONSUMPTION 
PS3 Big Pack purchases 
 Big packs are mostly bought at the beginning of the game 
18% 
16% ...
AC3 - ITEMS CONSUMPTION 
ClassPack_Huntsman 
ClassPack_Nightstalker 
RangedPistol 
ClassPack_Bear 
ClassPack_Independant 
...
AC3 - ITEMS PURCHASES PER LEVEL 
Ratio items purchased per level in EC 
 Players focus on gameplay items first then appea...
AC3 - MONETIZATION REVENUE - EC PACKS 
EC Packs Sales 
12% 
14% 
30% 
26% 
19% 
AC3 
$19,99 
$9,99 
$4,99 
$1,99 
$0,99 
E...
AC3 - MONETIZATION REVENUE - BIG PACKS 
REVENUE SPLIT 
41% 
59% 
Big Packs 
EC Packs
AC3 MONETIZATION LEARNINGS & NEXT STEPS 
 No backlash from the fans: kept the community happy about it 
 Most of the pur...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AC4BF IMPROVEMENTS & MONETIZATION 
AC4BF IMPROVEMENTS & MONETIZATION
AC4 MONETIZATION UPDATE 
 Leverage on the same monetization rules 
 Improve the sale of content 
 Better visibility 
 ...
AC4BF VISIBILITY IMPROVEMENTS 
AC4BF VISIBILITY IMPROVEMENTS
AC4 MONETIZATION: PRESENTATION UPDATE 
 EC purchase window updated (new visual representation and improved text)
AC4 MONETIZATION: PRESENTATION UPDATE
AC4 MONETIZATION: PRESENTATION UPDATE
AC4BF CONTENT UPDATE 
AC4BF CONTENT UPDATE
AC4 CONTENT UPDATE 
Costumes 
Abilities Perks Streaks Bonus Sets 
Body parts, Face & Colors Weapons Animations 
Patron Pic...
AC4 - NEW CHARACTER CUSTOMIZATION 
 Costumes don’t override body parts customization anymore 
OR + 
AC3 AC4
AC4 - ITEMS DISTRIBUTION UPDATE 
UPDATE 
WP REWARD EVENT REWARD COLOR B COLOR C 
STARTER 
NEW UPDATE NEW NEW 
WARRIOR LUXU...
AC4 - ITEMS DISTRIBUTION UPDATE 
UPDATE 
WP REWARD EVENT REWARD COLOR B COLOR C 
STARTER 
 Unlocked during community even...
AC4 - ITEMS DISTRIBUTION UPDATE 
UPDATE 
WP REWARD EVENT REWARD COLOR B COLOR C 
STARTER 
 NEW UPDATE NEW NEW All Champio...
AC3 CONTENT 
AC4BF ARPPU INCREASE
AC4 MONETIZATION: ERUDITO PACKS UPDATE 
AC3 AC4 
ERUDITO CREDITS Price ($) % Free 
Pack of 20 0.99 0% 
Pack of 50 1.99 25%...
AC4 MONETIZATION: ITEMS PRICING UPDATE 
 Bigger EC numbers 
PRICES EVOLUTION FROM AC3 TO AC4 
Item type AC3 AC4 Changes 
...
AC4BF ARPPU INCREASE 
AC4BF NEW MONETIZATION SYSTEM
AC4 - ABSTERGO+ STATUS 
 Subscription-based consumable
AC4 MONETIZATION: ABSTERGO+ STATUS
AC4 - ABSTERGO+ STATUS 
 Gives in-game advantages and comfort 
 Abstergo+ status: title + icon 
 25% XP Boost 
 10% Au...
AC4BF CONTENT UPDATE 
AC4BF POST-LAUNCH STRATEGY
AC4 – NEW POST-LAUNCH STRATEGY 
 New Costumes released post-launch 
Extra Costumes Midnight Costumes
AC4 – CHARGED DLC 
2 DLC of 3 characters Very low price (2,99$) Extra Monetization
All Unlocked through Events 
AC4 – FREE DLC 
3 Extra Maps Night versions New Deathmatch areas
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
THE ACIVBF STATISTICS 
THE ACIVBF STATISTICS
AC3 VS AC4 - EC CONSUMPTION 
EC purchases per level 
 EC are even more purchased at the game’s beginning compared to AC3 ...
AC3 VS AC4 - BIG PACKS CONSUMPTION 
PS3 Big Pack purchases 
 Big Packs are even more purchased at the game’s beginning co...
AC3 VS AC4 - ITEMS CONSUMPTION IN EC 
ClassPack_Hunts… 
ClassPack_Nightst… 
RangedPistol 
ClassPack_Bear 
ClassPack_Indepe...
AC3 VS AC4 - ITEMS PURCHASES PER LEVEL 
100% 
80% 
60% 
40% 
20% 
0% 
AC3 - Items purchases per level in EC 
1 2 3 4 5 6 7...
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
90% 
100% 
4-Nov-13 
5-Nov-13 
6-Nov-13 
7-Nov-13 
8-Nov-13 
9-Nov-13 
10-Nov-...
AC4 – LUXURIOUS COSTUMES UNDERPERFORMED 
Revenue from Costumes 
4% 3% 
9% 
28% 55% 
Champion Pack 
Costume Prestige 
Costu...
AC3 VS AC4 - CONVERSION RATE & ARPPU 
Conversion to Buyers 
PS3 Xbox 360 
AC3 
AC4 
ARPPU 
PS3 Xbox 360 
AC3 
AC4 
 Conve...
AC3 VS AC4 - EC PACKS SALES & REVENUE 
EC Packs Revenue 
26% 
9% 
3% 
8% 
11% 
15% 
23% 
39% 
39% 
27% 
AC3 AC4 
$99,99 
$...
AC3 VS AC4 - BIG PACKS REVENUE 
PS3 Big Packs revenue 
AC3 AC4 
AC3 
AC4 
 AC4 Big Pack = 1 
3 revenue of AC3 Big Packs 
...
AC4 - ABSTERGO+ SALES & REVENUE 
Abstergo+ 
Revenue ratio 
30% 
10% 
8% 
24% 
16% 
11% 
365 Days 
180 Days 
90 Days 
30 Da...
AC4 – DLC MONETIZATION SUCCESSFUL 
The Night Stalker 
The Lady Black 
The Physician 
The Cutthroat 
The Wayfarer 
The Hunt...
AC4 – NEW POST-LAUNCH STRATEGY RESULTS 
Daily Active players 
Daily Active users 
 January churn stopped and peak of retu...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
AGENDA 
What is Assassin’s Creed MP 
How we prepared the game for the monetization 
Monetization systems in AC3 
Monetizat...
MONETIZATION IN AC3: DESCRIPTION 
CONCLUSION
TAKEAWAY 
 Build your monetization within your game lore and DNA/design 
 Don’t force to pay 
 No item exclusive to mon...
TAKEAWAY 
 Things we haven’t explored but worth a look: 
 Gifting between players 
 User generated items 
 Real consum...
Q&A 
Q & A 
@DamienKieken
Assassin's creed iv black flag multiplayer crafting good monetization without tainting the traditional console gamer exper...
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Assassin's creed iv black flag multiplayer crafting good monetization without tainting the traditional console gamer experience damien kieken

How can we sustain a game’s revenue while enriching the traditional gamer experience?

During this session, I’ll explain more about the monetization design in the multiplayer of Assassin’s Creed.
I’ll share a retrospective of the progressive introduction of the monetization into our franchise and how it has proved a success with the players.
This presentation will also detail the systems we have integrated (shortcut unlocks, packs blending gameplay and appearance items, content turnovers, consumables, etc.) and why we did it this way.
I’ll share some statistics with you, what we learned on Assassin’s Creed III and how we improved on it in Assassin’s Creed IV Black Flag.

During the monetization development, we had to define our own models and golden rules to fit players’ expectations on the retail game market and this will be one of the biggest Takeaways from this session.

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Assassin's creed iv black flag multiplayer crafting good monetization without tainting the traditional console gamer experience damien kieken

  1. 1. WHO AM I? GAME DESIGNER - PROJECT MANAGER ALL ASSASSIN’S CREED MULTIPLAYER GAMES GAME DIRECTOR 10 YEARS IN THE INDUSTRY
  2. 2. I’M GOING TO EXPLAIN TO YOU… HOW WE HAVE INTRODUCED MONETIZATION INTO 60$ PVP GAMES “You can hardly call Erudito Credits pay to win” “So I can literally just spend a few bucks to unlock the good stuff? Sounds fine to me.” WITH THE SUPPORT OF OUR FANS
  3. 3. THE TALK OBJECTIVES Personal experience Learnings
  4. 4. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  5. 5. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  6. 6. WHAT IS ASSASSIN’S CREED MULTIPLAYER? VIDEO
  7. 7. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  8. 8. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  9. 9. HOW DID WE INTRODUCE MONETIZATION?  Monetization started in Assassin’s Creed III  But our 1st step was Assassin’s Creed Revelations
  10. 10. 1ST STEP: ASSASSIN’S CREED REVELATIONS  Introduction of Abstergo Credits  Learn player behaviors and build the foundations of AC3
  11. 11. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  12. 12. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  13. 13. ACIII CONTENT & MONETIZATION ACIII CONTENT & MONETIZATION
  14. 14. AC3 CONTENT AC3 CONTENT DESCRIPTION
  15. 15. AC3 CONTENT Player Progression Gameplay items Abilities, Perks, Streaks  “Weapons”
  16. 16. GAMEPLAY ITEMS PHILOSOPHY  Horizontal progression (not a vertical one)  Unlock new different tools, not better ones  Players have to learn how to play well with them  Some are more adapted to specific modes than others
  17. 17. AC3 CONTENT Player Persistency Appearance items: Characters Gameplay items Abilities, Perks, Streaks  “Weapons”
  18. 18. APPEARANCE ITEMS: EXAMPLE OF CHARACTERS THE COMMANDER THE CARPENTER THE SILENT SHADOW THE LADY MAVERICK THE NIGHT STALKER THE MOUNTEBANK
  19. 19. UNIQUE CHARACTER SELECTION CHARACTERS ARE EXCLUSIVE (ONE PER PLAYER PER SESSION)
  20. 20. AC3 CONTENT Player Persistency Appearance items: Characters Gameplay items Appearance items: Profile
  21. 21. APPEARANCE ITEMS: PROFILE
  22. 22. AC3 CONTENT Player Persistency Appearance items: Characters Gameplay items Appearance items: Profile
  23. 23. AC3 CONTENT AC3 MONETIZATION SYSTEMS
  24. 24. ITEMS UNLOCK Erudito Credits Abstergo Credits + LVL restriction Body parts
  25. 25. ERUDITO CREDITS WITHIN STORYLINE CONTEXT ABSTERGO ENTERTAINMENT ERUDITO Kotaku: “It's at least refreshing to see a game have some fun with microtransactions.” PROVIDES HACKS + Lvl
  26. 26. MONETIZATION OVERVIEW Costumes Abilities Perks Streaks Bonus Sets Body parts, Face & Colors Weapons Animations Patron Pictures Emblems Titles Achievement and Prestige items  Progression  Challenges  Story  Exclusive Abstergo Credits Basic Packs Champion Packs Title Relics Title AchievemEernutdsito Credits
  27. 27. 200 180 160 140 120 100 80 60 40 20 0 Amount of Matches 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950 Level Reached ACR AC3 AC3 VS ACR PROGRESSION CURVE
  28. 28. MONETIZATION DESCRIPTION BUY ERUDITO CREDITS EARN ABSTERGO CREDITS Abstergo Credits Erudito Credits + Level unlock Level unlock Time investment Impulse Purchase
  29. 29. ERUDITO CREDITS PACKS ERUDITO CREDITS Price ($) Pack of 20 0.99 Pack of 50 1.99 Pack of 155 4.99 Pack of 380 9.99 Pack of 925 19.99  EC cost decreases from the smallest to the biggest offer  Lower price packs for spare MS points/dollars in the wallet  Higher price pack for top buyers aka “whales” (but not too high)
  30. 30. ITEMS PRICING  Prices designed to have spares after items purchases (MS points model) GAMEPLAY AND APPEARANCE ITEMS Tiers Level Price (AC) Time to unlock Price (EC) Price ($) #1 1-10 600 (max) 40min 15 ~0.75 #2 11-20 850 (max) 1h 45 ~1.80 #3 21-30 1200 (max) 1h20 110 ~4.50 ITEMS DESIGNED FOR MONETIZATION (Champion Packs & Costumes) Item type Price (AC) Time to unlock Price (EC) Price ($) Costume 2500 (max) 2h50 90 ~3.50 Champion Pack 20 000(max) 22h 150 ~5
  31. 31. CHAMPION PACK SPECIFIC MECHANIC  Only 4 champions packs available per week (to get players’ attention) Week 1 1 2 3 4 Week 2 1 2 3 4 Week 3 1 2 3 4 Week 4 1 2 3 4 #1 Champion Pack Title #4 Champion Pack Title #3 Champion Pack Title #3 Champion Pack Title
  32. 32. MONETIZATION DESCRIPTION BUY ERUDITO CREDITS EARN ABSTERGO CREDITS Abstergo Credits Erudito Credits + Level unlock BUY PACKS Level unlock Time investment Impulse Purchase Smart Money
  33. 33. BIG PACKS Abilities Perks Streaks Bonus Sets  Sold like a DLC on Xbox 360  Sold like an in-game item on PS3  Price: 15$
  34. 34. SPECIAL EVENTS  Happy hour weekends (sales on EC packs: price or amount)  In-game events XP week-end to attract players
  35. 35. TO RECAP: THE RULES WE ESTABLISHED  Players are not forced to pay  No item exclusive to monetization (all items available in soft currency)  No extra grinding (easier progression curve than ACR)  Prestige and achievement items not available through monetization  Gameplay items designed with a horizontal progression in mind  Monetization built within the game lore (Erudito Credits)  Reasonable price ranges
  36. 36. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  37. 37. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  38. 38. AC3 STATISTICS & LEARNING AC3 STATISTICS & LEARNING
  39. 39. AC3 - EC CONSUMPTION EC purchases per level  EC are mostly bought at the beginning of the game 6% 5% 4% 3% 2% 1% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Level AC3
  40. 40. AC3 - BIG PACKS CONSUMPTION PS3 Big Pack purchases  Big packs are mostly bought at the beginning of the game 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950 Titre AC3
  41. 41. AC3 - ITEMS CONSUMPTION ClassPack_Huntsman ClassPack_Nightstalker RangedPistol ClassPack_Bear ClassPack_Independant Perk_AbilityBlender ClassPack_LadyMaverick ClassPack_Preacher ClassPack_Sharshooter ClassPack_Robber ClassPack_Mountebank ClassPack_RedCoat ClassPack_StrongMan ClassPack_SilentShadow ProfileSet1 ClassPack_Hessian RangedPoisonDart ClassPack_Pioneer AbilitySmokeBomb ClassPack_Commander RangedKnives ClassPack_Carpenter ClassPack_CoyoteMan AbilityPoison AbilityGlimmer AbilityMorph AbilityBodyguard AbilityDisguise Char80_Weapon_02_01 Perk_AbilityOverallCooldown ProfileSet2 Perk_AbilitySixthSens Char78_Costume_Event AbilityWipe ClassPack_Governor AbilityTeleport ClassPack_Highlander AbilityDecoy Top items purchased in EC Champion Packs Gameplay Characters Appearance Characters Weapon Characters Anim Champion packs Gameplay items Characters Weapon Costume events
  42. 42. AC3 - ITEMS PURCHASES PER LEVEL Ratio items purchased per level in EC  Players focus on gameplay items first then appearance ones 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 Abstergo+ Profile Characters Anim Characters Weapon Characters Appearance Gameplay Champion Packs
  43. 43. AC3 - MONETIZATION REVENUE - EC PACKS EC Packs Sales 12% 14% 30% 26% 19% AC3 $19,99 $9,99 $4,99 $1,99 $0,99 EC Packs Revenue 39% 23% 26% 9% 3% AC3 $19,99 $9,99 $4,99 $1,99 $0,99 56% 88%
  44. 44. AC3 - MONETIZATION REVENUE - BIG PACKS REVENUE SPLIT 41% 59% Big Packs EC Packs
  45. 45. AC3 MONETIZATION LEARNINGS & NEXT STEPS  No backlash from the fans: kept the community happy about it  Most of the purchases at the beginning of the game  What sells: Champion packs & gameplay items  Most of the revenue from the biggest EC packs
  46. 46. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  47. 47. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  48. 48. AC4BF IMPROVEMENTS & MONETIZATION AC4BF IMPROVEMENTS & MONETIZATION
  49. 49. AC4 MONETIZATION UPDATE  Leverage on the same monetization rules  Improve the sale of content  Better visibility  More content  Smarter distribution to increase variety purchases  Increase the ARPPU  Introduce new monetization systems
  50. 50. AC4BF VISIBILITY IMPROVEMENTS AC4BF VISIBILITY IMPROVEMENTS
  51. 51. AC4 MONETIZATION: PRESENTATION UPDATE  EC purchase window updated (new visual representation and improved text)
  52. 52. AC4 MONETIZATION: PRESENTATION UPDATE
  53. 53. AC4 MONETIZATION: PRESENTATION UPDATE
  54. 54. AC4BF CONTENT UPDATE AC4BF CONTENT UPDATE
  55. 55. AC4 CONTENT UPDATE Costumes Abilities Perks Streaks Bonus Sets Body parts, Face & Colors Weapons Animations Patron Pictures Emblems Titles Achievement and Prestige  Progression  Challenges  Story  Exclusive Basic Packs Champion Packs Title Relics Title  More of what is bought in AC3  Prestige items available in EC  Global value of monetization items doubled
  56. 56. AC4 - NEW CHARACTER CUSTOMIZATION  Costumes don’t override body parts customization anymore OR + AC3 AC4
  57. 57. AC4 - ITEMS DISTRIBUTION UPDATE UPDATE WP REWARD EVENT REWARD COLOR B COLOR C STARTER NEW UPDATE NEW NEW WARRIOR LUXURIOUS CHAMPION PACK PRESTIGE EPIC WEAPON
  58. 58. AC4 - ITEMS DISTRIBUTION UPDATE UPDATE WP REWARD EVENT REWARD COLOR B COLOR C STARTER  Unlocked during community events (4 by 4)  Reward for the event’s challenge  If not earned, sold after the event  6990 AC  199 EC
  59. 59. AC4 - ITEMS DISTRIBUTION UPDATE UPDATE WP REWARD EVENT REWARD COLOR B COLOR C STARTER  NEW UPDATE NEW NEW All Champion packs available right away  Price doubled compared to AC3  But 4 packs are half-price every week  New Prestige weapon  New Prestige costume  High priced costume to brag  50 000 AC  859 EC  20 000 AC  319 EC  9900 AC  399 EC  8900 AC  319 EC WARRIOR LUXURIOUS CHAMPION PACK PRESTIGE EPIC WEAPON
  60. 60. AC3 CONTENT AC4BF ARPPU INCREASE
  61. 61. AC4 MONETIZATION: ERUDITO PACKS UPDATE AC3 AC4 ERUDITO CREDITS Price ($) % Free Pack of 20 0.99 0% Pack of 50 1.99 25% Pack of 155 4.99 55% Pack of 380 9.99 90% Pack of 925 19.99 131%  Raised anchor point and pricing + bigger gaps (leverage our whales)  More controlled free offer (less exponential) ERUDITO CREDITS Price ($) % Free Pack of 250 4.99 0% Pack of 700 9.99 40% Pack of 2000 24.99 60% Pack of 4500 49.99 80% Pack of 10000 99.99 100%
  62. 62. AC4 MONETIZATION: ITEMS PRICING UPDATE  Bigger EC numbers PRICES EVOLUTION FROM AC3 TO AC4 Item type AC3 AC4 Changes Gameplay & Appearance items 15 to 110 EC (from ~0.75$ to ~4.5$) 39 to 319 EC (from ~0.80$ to ~5$)  Big packs: Price evolved from 15$ to 25$ (more items) No changes Items designed for Monetization (Champion Packs & Costumes) 150 to 200 EC (from ~5$ to ~7$) 119 to 849 EC (from ~2.5$ to ~12$) Bigger range Higher priced items
  63. 63. AC4BF ARPPU INCREASE AC4BF NEW MONETIZATION SYSTEM
  64. 64. AC4 - ABSTERGO+ STATUS  Subscription-based consumable
  65. 65. AC4 MONETIZATION: ABSTERGO+ STATUS
  66. 66. AC4 - ABSTERGO+ STATUS  Gives in-game advantages and comfort  Abstergo+ status: title + icon  25% XP Boost  10% Aura XP Boost  Crafting price -50% DAYS Time to unlock in AC EC PRICE ($) 3 4h45 199 ~5 7 (1 week) 5h45 239 ~5 30 (1 month) 13h15 599 ~10 90 (3 months) 24h45 1199 ~25 180 (half year) 35h15 1799 ~25 365 (1 year) 42h45 2399 ~50
  67. 67. AC4BF CONTENT UPDATE AC4BF POST-LAUNCH STRATEGY
  68. 68. AC4 – NEW POST-LAUNCH STRATEGY  New Costumes released post-launch Extra Costumes Midnight Costumes
  69. 69. AC4 – CHARGED DLC 2 DLC of 3 characters Very low price (2,99$) Extra Monetization
  70. 70. All Unlocked through Events AC4 – FREE DLC 3 Extra Maps Night versions New Deathmatch areas
  71. 71. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  72. 72. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  73. 73. THE ACIVBF STATISTICS THE ACIVBF STATISTICS
  74. 74. AC3 VS AC4 - EC CONSUMPTION EC purchases per level  EC are even more purchased at the game’s beginning compared to AC3 14% 12% 10% 8% 6% 4% 2% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Level AC3 AC4
  75. 75. AC3 VS AC4 - BIG PACKS CONSUMPTION PS3 Big Pack purchases  Big Packs are even more purchased at the game’s beginning compared to AC3 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950 Level AC3 AC4
  76. 76. AC3 VS AC4 - ITEMS CONSUMPTION IN EC ClassPack_Hunts… ClassPack_Nightst… RangedPistol ClassPack_Bear ClassPack_Indepe… Perk_AbilityBlender ClassPack_LadyM… ClassPack_Preacher ClassPack_Sharsh… ClassPack_Robber ClassPack_Mount… ClassPack_RedCoat ClassPack_Strong… ClassPack_SilentS… ProfileSet1 ClassPack_Hessian RangedPoisonDart ClassPack_Pioneer AbilitySmokeBomb ClassPack_Comm… RangedKnives ClassPack_Carpen… ClassPack_Coyote… AbilityPoison AbilityGlimmer AbilityMorph AbilityBodyguard AbilityDisguise Char80_Weapon_… Perk_AbilityOvera… ProfileSet2 Perk_AbilitySixthS… Char78_Costume… AbilityWipe ClassPack_Govern… AbilityTeleport ClassPack_Highlan… AbilityDecoy AC3 - Top items Champion Packs Gameplay Characters Appearance Characters Weapon Characters Anim GP - Pistol GP - Poison Dart C Pack -… GP - Smoke Bomb GP - Poison C Pack -… C Pack -… GP - Blender App. -… App. -… GP - Bodyguard C Pack -… App. -… Abstergo+ -… App. -… App. -… C Pack -… App. -… Weap. -… Abstergo+ -… GP - Teleport C Pack -… GP - Morph C Pack -… App. -… GP - Knives App. -… GP -… C Pack -… App. -… App. -… Big Pack_App App. -… GP - Glimmer Abstergo+ -… C Pack -… App. -… Big Pack_GP  More variety in AC4! AC4 - Top items Champion Packs Gameplay Characters Appearance Characters Weapon Characters Anim Abstergo+
  77. 77. AC3 VS AC4 - ITEMS PURCHASES PER LEVEL 100% 80% 60% 40% 20% 0% AC3 - Items purchases per level in EC 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 Abstergo+ Profile Characters Anim Characters Weapon Characters Appearance Gameplay Champion Packs 100% 80% 60% 40% 20% 0% AC4 - Items purchases per level in EC 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 Profile Big Packs Abstergo+ Characters Anim Characters Weapon Characters Appearance Gameplay Champion Packs
  78. 78. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 4-Nov-13 5-Nov-13 6-Nov-13 7-Nov-13 8-Nov-13 9-Nov-13 10-Nov-13 11-Nov-13 12-Nov-13 13-Nov-13 14-Nov-13 15-Nov-13 16-Nov-13 17-Nov-13 18-Nov-13 19-Nov-13 20-Nov-13 21-Nov-13 22-Nov-13 23-Nov-13 24-Nov-13 25-Nov-13 26-Nov-13 27-Nov-13 28-Nov-13 29-Nov-13 30-Nov-13 1-Dec-13 2-Dec-13 3-Dec-13 4-Dec-13 5-Dec-13 6-Dec-13 7-Dec-13 8-Dec-13 Champion Packs sales ratio The Wayfarer The Rebel The Puppeteer The Physician The Orchid (DLC1) The Night Stalker The Navigator The Mercenary The Lady Black The Jaguar (DLC1) The Huntsman The Firebrand The Duelist The Dandy The Cutthroat The Buccaneer The Adventurer Black Beard (DLC1) AC4 - CHAMPION PACKS NEW TURNOVER  Turnover works well and full price packs sell as well
  79. 79. AC4 – LUXURIOUS COSTUMES UNDERPERFORMED Revenue from Costumes 4% 3% 9% 28% 55% Champion Pack Costume Prestige Costume Luxurious Costume Assassin (Event) Costume Warrior  Prestige costumes performed better than Luxurious ones
  80. 80. AC3 VS AC4 - CONVERSION RATE & ARPPU Conversion to Buyers PS3 Xbox 360 AC3 AC4 ARPPU PS3 Xbox 360 AC3 AC4  Conversion rate lower while ARPPU almost doubled
  81. 81. AC3 VS AC4 - EC PACKS SALES & REVENUE EC Packs Revenue 26% 9% 3% 8% 11% 15% 23% 39% 39% 27% AC3 AC4 $99,99 $49,99 $24,99 $19,99 $9,99 $4,99 $1,99 $0,99 EC Packs Sales ratio 30% 26% 19% 1% 3% 36% 14% 48% 12% 11% AC3 AC4 $99,99 $49,99 $24,99 $19,99 $9,99 $4,99 $1,99 $0,99 46% 15%
  82. 82. AC3 VS AC4 - BIG PACKS REVENUE PS3 Big Packs revenue AC3 AC4 AC3 AC4  AC4 Big Pack = 1 3 revenue of AC3 Big Packs We lowered the Big Pack prices to 15$ But no major change (too late)
  83. 83. AC4 - ABSTERGO+ SALES & REVENUE Abstergo+ Revenue ratio 30% 10% 8% 24% 16% 11% 365 Days 180 Days 90 Days 30 Days 7 Days 3 Days Abstergo+ EC Sales ratio 7% 3% 4% 21% 36% 30% 365 Days 180 Days 90 Days 30 Days 7 Days 3 Days AC VS EC sales ratio 28% 72% EC AC Abstergo+ AC Sales ratio 9% 12%% 14% 42% 32% 365 Days 180 Days 90 Days 30 Days 7 Days 3 Days 48% 14%
  84. 84. AC4 – DLC MONETIZATION SUCCESSFUL The Night Stalker The Lady Black The Physician The Cutthroat The Wayfarer The Huntsman The Puppeteer The Jaguar (DLC1) The Rebel The Dandy Black Beard (DLC1) The Navigator The Orchid (DLC1) The Buccaneer The Duelist The Mercenary The Firebrand The Adventurer Revenue per Character  Monetization on DLC characters worked well The Night Stalker The Lady Black The Physician The Cutthroat The Wayfarer The Huntsman The Puppeteer The Jaguar (DLC1) The Rebel The Dandy Black Beard (DLC1) The Navigator The Orchid (DLC1) The Buccaneer The Duelist The Mercenary The Firebrand The Adventurer
  85. 85. AC4 – NEW POST-LAUNCH STRATEGY RESULTS Daily Active players Daily Active users  January churn stopped and peak of returning players in February  Feb to May represented 1⁄3 of total revenue since launch
  86. 86. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  87. 87. AGENDA What is Assassin’s Creed MP How we prepared the game for the monetization Monetization systems in AC3 Monetization systems in AC4BF AC3 Statistics study & learnings AC4BF Statistics study & learning Takeaway
  88. 88. MONETIZATION IN AC3: DESCRIPTION CONCLUSION
  89. 89. TAKEAWAY  Build your monetization within your game lore and DNA/design  Don’t force to pay  No item exclusive to monetization (all items available in soft currency)  No extra grinding  Keep items outside the monetization (pride, rewards, events, etc.)  Have sustainable content and release a part of it for free  Avoid too aggressive pricing (price must be aligned with the content)
  90. 90. TAKEAWAY  Things we haven’t explored but worth a look:  Gifting between players  User generated items  Real consumables  Think about a gameplay item to help the newcomers
  91. 91. Q&A Q & A @DamienKieken

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