Leveraging behavioral science to unlock monetisation in emerging markets
summary
Typical top‑grossing games have 4 in 10 players from emerging markets but only 1 in 10 orders, and a cross‑country comparison using a Big Mac baseline and a custom “digital treats” index finds IAPs are overpriced by a median 40%. Mobile hardware and payments improve (>50% of 2019 Android shipments ≥3GB RAM; +150 million payment forms added), so testing sub‑dollar SKUs and multiple price points (games with >5 prices capture most spend) plus anchoring, local promos, reciprocity and decluttered choice architecture drives measurable uplift.
AI-written summary · about
chapters (9)
- 0:00Intro
- 1:09Traditional barriers to monetization are weakening
- 3:53So how can we check if digital good prices are locally relevant?
- 6:10Securing multiple price points can open up doors to new revenue streams
- 11:13Behavioral science principles to drive value perception
- 12:12Leverage affect heuristic with local relevance
- 13:25Create a reciprocity cycle
- 16:12Behavioral science principles to strengthen value message
- 18:36Experiment with the choice a architecture via visual cues
related talks
22mMaximising IAP Revenue Through Localised Pricing & Promotions
34mExpanding opportunities for games
23mStrategic pricing for games: enabling revenue growth and price equity
30mThe Change in Mobile Landscape: What Does it Mean for You as a Developer?
25mMaximizing IAP Revenue With Pricing Optimization
20mMobile gaming: Been there, done that
32mMaximising IAP Revenue With Global Pricing
27mHow to Monetise Mobile Games in 2021