Brawl Stars to the Moon? A monetization deep dive! GameMakers x 2.5 gamers crossover

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This is no BS gaming podcast 2.5 gamers x Gamemakers crossover session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let’s not take it too seriously.
Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lancaric⁠, Joseph Kim, Ken Landen

The Team:

Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r- Game design consultant

Felix Braberg⁠ – Ad monetization consultant

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Matej Lančarič – User Acquisition & Creatives consultant

Join our slack channel here: SLACK CHANNEL

Summary
In this episode, the hosts discuss the recent surge in popularity and revenue of the mobile game Brawl Stars. They analyze the game’s performance, product features, and monetization strategies. The introduction provides background information on the guests and sets the stage for the discussion. The chapters cover topics such as the game’s performance, gameplay mechanics, the introduction of the Brawl Pass, and the impact of hypercharges on progression and monetization. Overall, the conversation highlights the success and strategic decisions behind Brawl Stars’ recent growth. Brawl Stars has a unique monetization strategy with a focus on limited-time offers and tiered purchases. The game introduces luck mechanics and discounted offers to incentivize player spending. The addition of social features like 5v5 game modes and community events enhances player engagement. Brawl Stars is also experimenting with ad tech and rewarded videos to generate additional revenue. However, there are areas for improvement, such as optimizing offers and personalization, refining event structure, and increasing the frequency of season quests. The game’s user acquisition strategy primarily relies on organic growth and influencer marketing, but there is potential for further expansion in UA efforts. Brawl Stars has experienced a recent spike in revenue, which can be attributed to various factors such as new sales, structural changes, and key hires. The game has made significant live ops changes, including expanding the team and delivering more content. However, the speed of scaling up the team may be a challenge. Looking ahead, there is a positive outlook for Brawl Stars, with expectations of an elevated baseline revenue. The introduction of new spend depth, optimization of offers, and potential integration of ads contribute to this positive outlook.

Agenda
00:00 Epic intro
03:00 Performance of Brawl Stars
06:00 Product Overview and Gameplay
12:00 Monetization and Economy Management
19:00 Brawl Pass and Revenue Verticals
25:00 Hypercharges and Progression
31:53 Monetization and Economy
37:11 Social Features and Game Modes
41:26 Ad Tech and Rewarded Videos
45:17 Optimizing Offers and Personalization
50:09 Event Structure and Season Quest Cadence
52:32 Additional Power Layers and Hypercharges
55:30 User Acquisition and Marketing Channels
01:03:25 Recent Spike and Structural Changes
01:05:04 Live Ops Changes and Team Expansion
01:06:40 Long-Term Outlook and Baseline Expectations

Takeaways:
Some games on the radar are experiencing steady growth and stable revenue, while others are declining or struggling to gain traction.
The success of a game often depends on factors such as gameplay mechanics, updates, and the target audience.
Developers should consider diversifying their portfolio and exploring new genres to avoid cannibalizing their own games.
The performance of games can vary greatly, even within the same company or genre.

Please share feedback and comments – matej@lancaric.me

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