Game Development Reference
In-Depth Information
Research group Kontagent has refined the classic funnel model to something
they call the ARM model. ARM stands for acquisition, retention, and monetiza-
tion. This revision of the model adds two important characteristics. The first of
these is user virality, which can help to infect new users (adding these users to
the top of the funnel). The second factor incorporates the immediate revenue
generation of a well-monetized social game. When handled correctly, this rev-
enue can be used immediately and can be reinvested into quality advertising
that generates new users.
The key takeaway from this revised model is that once you've built and
tuned a successful funnel, you can increase the scale of your success by rein-
vesting money into additional player acquisitions. These acquisitions can then
use their own social networks to further expand the realm of influence enjoyed
by your game. Again, there's nothing particularly unique about this model as
far as social games are concerned, but thinking through this model should help
focus your attention on your ability to gather metrics, to responsively tune your
model, and then hopefully to “go big.”
With this core model in mind, let's look at player acquisition in a bit
greater depth. In doing so, we'll try to answer the question of how to drive
awareness, generate interest, and create desire in the minds of potential pay-
ing customers.
7.3 Acquisition: How to Get Players
Depending on your platform and your budgets, you have a number of dif-
ferent ways to generate that initial critical level of awareness from your
potential customers. Once you've got a fanbase, you can rely on word of
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