Game Development Reference
The same is true with Apple's ads: “They make you long for their devices... [and] you're not rationally compar-
ing iPhones to any other phone.”
Figure 5-4: Avenge this! A player's Backyard Monsters base after invasion
How do you know when your game is inspiring emotion? In my experience, one quick way might be to check
the game's player forums. If 90 percent of the users are enraged at the developers, it's probably monetizing well.
If it's monetizing extremely well, half the players will be angry, while the other half are telling the others to shut
Speaking of forums, Preece recommends paying close attention to user feedback posted there (because only
the most hardcore players will take the time to make comments), but ignoring the outliers—the ones who are
screaming the most loudly, but without any clear reason. Instead, listen to the people who have a specific and
reasonable grievance about the game that fuels their anger.
Targeted Marketing Leads to Good Monetization
As noted at the start of this chapter, KIXEYE began making money after they figured out how to best market
their games. Essentially, this came down to targeting the Facebook users who are most likely to install and play
KIXEYE games. Profit comes when the lifetime value (LTV) of a player exceeds the average cost per install
(CPI) of each player spent on advertising to acquire them. In the KIXEYE model, LTV is assumed to be around
6-8 months, and averages the revenue earned from players who pay nothing, pay some, or pay quite a lot .