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Click on " Become a VIP" in the top menu. Choose the subscription option that best works for you. Click the Currency button of the plan. Choose your Payment Method. If you don't have a payment method on file, enter your billing information, and click "Pay Now".

You'll have confirmation that your payment for your subscription went through. You're now a VIP! Once you have a subscription, you can view and maintain your subscription in one of two ways: Clicking of "Subscriptions" This page will show you your active subscription, your next billing date, and the ability to renew immediately if you so choose.

Click on "Continue". You'll be brought to the "Payment Method" screen. Simply choose a Payment Method that works and click "checkout". Just like LOTRO Point purchases, you will be charged immediately and the time added to your account. At that point you'll be in the new subscription plan.

Clicking of "Manage Subscriptions" This page will show you in more detail the plan and billing information for your subscription. Clicking on details will expand the window.

As in the "Subscriptions window" you can renew right now, hold, cancel, or change the subscription you're on. Given the impact of free-to-play and the millionaires it, everyone has been looking for the next disruptive business model.

Based on how other industries are evolving, subscriptions are likely to be the next disruptive model in the game industry,.

How subscriptions are changing the world While Asia provided a clue that free-to-play would disrupt Western video game markets, developments in other industries show the likelihood that subscriptions will emerge as a disruptive force. The largest retailer in the world by market cap , Amazon, uses its Prime subscription service to lock in customers.

com, the most important company in the enterprise software space, eschewed the high fixed fee model for a subscription model that left its established competitors in the dust.

Netflix, the second most important entertainment company in the world nobody is beating Disney for a while , gained its position with a subscription model. Even Disney is betting its future on subscriptions with Disney Plus. Ten years ago, people would not pay for digital content and overall wanted to own things.

People did not pay for music remember Napster. People would buy a DVD or CD, even if they would only experience it once. The examples above and the hundreds I left out show that attitudes have shifted.

Millions of people are willing to pay Spotify money every month without owning a song. According to the Reuters Institute, in the United States, the proportion of people ages eighteen to twenty-four paying for online news leaped from 4 percent in to 18 percent in Attitudes have clearly shifted.

Why subscriptions work Subscriptions have succeeded because they better align customers with providers than other business models. Rather than the linear model of selling a product to a customer, the subscription model creates a dynamic where the company to please constantly its customers. Further driving the success of the subscription model are the benefits it has for the provider.

Subscriptions allow companies to start the month or year with a guaranteed base of business. Rather than having to estimate how many units you will sell, you look at your subscriber base and can accurately forecast your revenue.

This stability allows companies to market aggressively, invest in new content, etc. The subscription model also aligns companies with their customers.

They no longer have to segment customers, they now have individual subscribers. With the industry leaders Amazon, Netflix, etc , every subscriber has their own home page, their own activity history, their own red flags, their own algorithmically derived suggestions, their own unique experiences.

And thanks to subscriber IDs, all the boring transactional point-of-sale processes disappeared. As companies can never be too close to their customers, subscriptions create the loop that makes customer intimacy a reality.

Will subscriptions work in the game industry Now that we agree that subscriptions are a great opportunity overall, will they work in the game industry. First, many game companies already are using this model.

According to a great blog post by Google , they have seen global growth in game subscriptions of 70 percent year over year. Second, it is working. According to the post, game companies that have integrated subscriptions experience 20 percent higher retention.

They also have seen higher overall monetization. Finally, subscriptions offset risk in developing and launching new content. They are instrumental in driving down customer acquisition costs as more subscribers sign up and increasing subscriber lifetime value as more subscribers stick around for longer.

How you should implement subscriptions in games While subscriptions are an exciting opportunity, success with the model will come down to execution. Just as hundreds or thousands of game companies failed to implement successfully free-to-play, succeeding with subscriptions is more difficult than adding another package to your purchase page.

There are several core concepts in building a product that leverages subscriptions. The biggest challenge, and most common mistake, game companies face is what to provide for the subscription fee. The easy answer is virtual currency, after all it is what customers are willing to pay for with in-app purchases.

The easy answer is wrong. Instead, subscriptions need to be thought of as offering highly-retentive long-term access to content, rather than the one-time situational purchase of content offered by IAP. Successful subscriptions are about giving players access to content and special benefits, access that can be gained or lost.

In a social casino, it could be access to new slots or unique table games. In a game like Archero, it could be access to special levels or powers. The benefits could also be exclusive tournaments, special avatars or unique in-game events.

The key, though, is not limiting or even relying on giving players virtual or premium currency but access to a premium experience.

Keep it simple One of the core principles in creating successful products is to focus on simplicity, which is often very complex to do, and subscriptions are one area where it is easy to fall into the complexity trap.

Companies with very successful subscription offerings have very few options. If you offer customers too many options, it is likely to overwhelm them and preclude them from choosing any of the options. This concept of cognitive load is critical to the success of many products, from games like slots to apps like Uber.

Cognitive load is how much info people are processing at any one time. Cognitive load is tied to working memory, the more information in that short-term memory the higher the cognitive load.

As cognitive load increases, consumers are less likely to make a purchasing decision. With subscriptions, this is directly tied to the offerings. If a player has different options ranging from the term of the subscription, monthly costs, benefits levels, they are likely to choose none.

Rather than the player finding the one that optimizes their utility to use an economist term, or makes them happiest, to use a human term , they are more likely to shut off and just pass on the offerings. Instead, offer them one or two at most options. It can be a regular subscription or a premium one additional benefits or a short-term plan and an annual plan.

You do not see Netflix offering ten different types of subscriptions. The key is make it very easy for the player to understand the value and choose between the two plans and whether or not to subscribe.

Keep it honest One of the reasons subscriptions took so long to be commonly accepted is that until recently they were part of a sleazy industry. Companies would trick customers into signing up for a subscription, then make it very difficult to cancel the subscription.

They might let you sign up easily, then require you to call them to cancel at a call center open one hour a week every second week. Even then, the agent you spoke to would do everything humanly possible to keep you from cancelling, creating an awful experience.

These practices soured people overall on signing up for subscriptions. With social media and sites like TrustPilot, word quickly gets out of deceptive subscription tactics. Preventing customers from leaving or tricking them into subscribing is not only unethical, it is bad business.

One of the fundamental values that subscriptions create for a business is the connection with the customer. It forces the company to ensure every month it is creating value for the customer and that is why the customer renews or maintains the subscription.

Everyone on the product team looks at new content and features and judges whether it will help retain customers and bring in new subscribers. While scamming customers may bring short term gain, it is the customer connection that subscriptions create that leads to great companies like Amazon, Netflix, Spotify, etc.

The best companies use subscriptions to improve their underlying business. When you build subscriptions into your game, let customer value drive the offering rather than tricks on keeping customers from cancelling.

Build a loop A successful subscription plan should be tied to engagement in the underlying game. The more a customer plays the game, the higher the value of the subscription.

Looking outside the game industry, airlines have done a good job of creating a loop around their frequent flier programs. With frequent flier programs, members improve their status by flying more or buying expensive tickets, such as business class.

Evolve benefits Another important element of a successful subscription program is that benefits evolve. Most free-to-play games generate percent of their revenue from the top 1 or 2 percent of players.

Many product managers have avoided subscription programs because of concern on how it would impact VIPs. If a player can subscribe to a VIP program for a fixed sum, the concern is that would put a cap on how much the VIP would spend in the game.

This concern leads back to the first point on subscription design, that is should be about access, not a replacement for existing purchases. Thus, the subscription plan might give the VIP access to slots they would love to play but not chips to play those slots.

When thinking about your VIPs, do not forget they are already VIPs. Instead, turn the subscription into a celebration of their VIP status. Give them a free subscription, the goodwill will be worth much more than the short term revenue you would generate from forcing your VIP to purchase a subscription.

Use subscriptions to drive acquisition and convert players In addition to driving monetization and engagement, subscriptions are a great way of increasing retention they are also a strong acquisition tool and powerful CRM element early in the product life cycle.

First, an offer of a one or three month complimentary subscription can entice a potential customer not only to try your game but invest time to learn about your product. Second, subscriptions can help convert players into customers of in-app purchases. They provide a way to let players see and test the spectrum of in-app offerings.

These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount. Third, subscriptions can increase virality, helping your existing users bring in new customers.

Campaigns that let your subscribers give free months to their friends, and get free months themselves, are very effective at driving new user acquisition. For example, a promotion where a player can gift a new player three free months, and get a free month for every new player who signs up, helps you acquire players with the only cost being the lost subscription revenue of your advocate.

Making subscriptions a reality Rather than being a follower, future successful game companies will push forward with subscriptions and help disrupt the industry, not react to the disruption. By focusing on execution and building a strong subscription offering, it is likely we will see the next Netflix or Spotify.

Key takeaways Many industries are evolving from a discrete purchase model to a subscription model. From retail Amazon to music Spotify to entertainment Netflix to enterprise software Salesforce. com , the subscription model is redefining winners and losers.

The game industry will eventually succumb to the same forces. To create a successful subscription program, the offering needs to center around providing customers with unique access and benefits, not replicating what they get when making in-app purchases.

Successful subscriptions also need to build an honest relationship with players, provide simple options, create a loop where subscribers enjoy more benefits by playing more, appeals to new potential customers and rewards your VIPs. Share this: Facebook LinkedIn Like Loading When I listed my expectations for , the one that generated the most conversation was that the convergence between Real Money Gaming and social casino would accelerate.

The underlying driver of this convergence is that both ecosystems are strong and have many learnings to offer. Real Money casinos focus on adding more content slots and table games to increase revenue. While social casino operators also will profess content is king and acknowledge that new games are the strongest driver of KPIs, they do not have the singular focus on adding content that their Real Money counterparts have.

Most social casino companies are happy releasing a new slot every second week and launching with machines. Conversely, the top Real Money casinos often have over slots and introduce new games much more rapidly. Given the proven results from launching new content, social casinos should look at much more aggressive content schedules.

To achieve this result, social casinos will need to move from their reliance on exclusive, homemade content. Real Money operators can launch hundreds of games because they license the slots non-exclusively, thus providing access to thousands of slot machines and table games.

While exclusivity does provide a unique selling point, many of the homemade social slots are not truly unique. They have common themes and standard math, they are effectively a commodity. Thus the exclusivity is only a perceived advantage, it has no value to the player.

Rather than recreating the wheel for every machine, social casinos can still create a unique machine every two weeks or four weeks or one week but supplement it with non-exclusive content from the many third-party slot developers.

While most social casino operators are focused on creating a strong slots app and then optimizing acquisition for that app, Real Money operators have a more robust model. While they still will acquire slots players for their casino products, they have entire verticals that exist largely to acquire players that can be cross-sold into casino.

Virtually all the Real Money Bingo products derive the bulk of their revenue from slots. While sports betting is a profitable real money vertical on its own, all of the major sports betting companies rely on slots to drive LTV and allow for more aggressive user acquisition.

In the social space, the siloes are much stronger. Only Kama Games, which uses products like Blackjackist and Roulettist to drive traffic to its poker offering, regularly uses other casino mechanics to acquire players and then cross sell them to its core poker product.

Social game companies need to look more at their ecosystem rather than individual products. This will allow them to acquire more players at a higher ROI. All successful social casino products are based on mechanics proven in the real money space either land based or online but not all real money gaming mechanics have made it to social casino.

One of the challenges faced by social casino is that the number of players is no longer growing. While revenue continues to increase, it is driven by better monetization of the player base, rather than expanding the player base.

One of the most obvious ways to appeal to more players is offering more gameplay options. While 73 percent of social casino players are female, 65 percent of real money gamers and 55 percent of real money casino players are men. With user growth stagnant in social casino, appealing to a male demographic can expand the market for social casino.

While social casino companies are more sophisticated with their overall digital marketing, Real Money operators are better at using promotional offers to bring in players. Promotions, such as a free money welcome bonus, spin to win, triple winnings their first day playing, etc.

While the cost in Real Money of these promotions is sometimes challenging, in social casino they are less risky as providers are only gifting virtual currency. These offers are complicated by AppStore restrictions but this challenge is not insurmountable and more creative offers will improve social game companies user acquisition efforts.

While social casino is more reliant on VIPs than Real Money casinos, more than 60 percent of social casino revenue comes from 0. By replicating these practices, social casinos can reduce VIP churn and improve their lifetime value to the company.

Although Real Money casino is a larger business, in many ways it is less sophisticated than social gaming. For many years, Real Money casino operators could succeed by getting a stable product in front of customers. Conversely, social casinos continuously had to optimize all facets of their business to continue growing.

This optimization has led to the development of many features and tactics that can benefit Real Money gaming. Providing progression serves many valuable purposes in games. First, it gives people a reason to play, they want to keep moving forward. Even in Real Money gaming, studies have shown over 65 percent do not play to win money, thus progression will appeal to the majority of these customers.

Progression also prevents churn. Loss aversion is a very strong driver of behaviour , people do not want to lose something they already have. The endowment effect also explains that they will also overvalue it.

In addition to reducing churn, progression increases engagement. Players want to complete as many levels as quickly as possible. If there are outstanding levels, they will want to reach them as they will want to finish everything open. Progression also is a strong monetization driver.

Candy Crush is a great example of a game genre that did not monetize but by adding progression King. com was able to create a billion-dollar franchise. Progression prompts players to want to keep playing even when they are out of chips, so thus depositing more, and to play at higher stakes, increasing their bet size.

In the Real Money casino world, where players will often jump between casino offerings to capitalize on the best promotions, progression creates loyal and valuable customers.

Social features are another strong behaviour driver that has largely been perfected by free to play games. Social interaction is a core value for customers, driving success across many industries. While many features satisfy base needs, social interaction appeals to a higher need and thus people are willing to pay more for it and less likely to give it up.

The success of Big Fish Casino, and more recently Huuuge Games , shows how social features can create a unique and very profitable market position.

Outside of the casino space, Clash of Clans is a great example of social features driving billions in revenue.

We appreciate the interest in VIP, however, VIP slots are limited to ensure Is VIP a monthly subscription? VIP is a monthly subscription which can be canceled A plugin which allows you to add VIP slots, completely customizable VIP users have many unique features compared to free users, including: they can play as many games as they want against other players (free

Suscripción VIP Slots - Missing We appreciate the interest in VIP, however, VIP slots are limited to ensure Is VIP a monthly subscription? VIP is a monthly subscription which can be canceled A plugin which allows you to add VIP slots, completely customizable VIP users have many unique features compared to free users, including: they can play as many games as they want against other players (free

The core loop is a chain of actions that the player does over and over again. Gamification becomes a problem as it is often used as a solution for a poorly designed game. Rather than creating a strong core loop that retains players, companies try to use tricks gamification to overcome the shortcomings of the product.

Gamification is often a euphemism for adding features that bandage over underlying problems with the product. This problem also holds for casino and social casino games. Slots, poker, bingo, etc.

You do not gamify a slot machine, its core game loop is already compelling. Poker is a fantastic game that people will spend a lifetime playing. These are already great games and cannot be gamified.

If you are trying to make necessary actions outside your core game loop registration, purchases, CS, etc. better for the customer, you are not actually making them into a game gamifying but looking at principles of consumer behavior and behavioral economics to make users more likely to complete the tasks.

You are not going to create a registration process that is more fun than Clash of Clans or more entertaining than the most recent Disney movie, and that should not be your target. Instead, focus on making the task effortless, so the player returns to your entertaining game.

The argument against gamification is not a criticism of building strong meta-features that enhance the core game loop. Adding a progression system or social features build on the core game loop but you are not gamifying your game, you are putting it in a superior package.

While gamification is misleading and often used as an excuse, the word whales is insulting and creates the wrong approach to your best players. Many companies, particularly in the iGaming and social casino world, use the phrase whales to describe their most valuable players.

If you just look at my last sentence, you should see what is wrong with that approach. These companies are using a derogatory and insulting phrase to talk about the customers who in many if not most social games drive the majority or revenue.

Rather than a condescending phrase, we should treat these players with the respect they have earned. For those who would argue whales is not derogatory, describe your partner that way to them and see how well it goes.

The damage in using the phrase whales is more than semantics, as it creates the wrong approach to your best customers. When you look at a group of customers as big, fat animals no offense to actual whales, who are beautiful creatures , you are likely to treat them in a condescending or exploitative manner.

Having started and built two successful VIP programs, I have seen that on a tactical level, this is a bad strategy because your highly valued customers are then are put into conflict with the company.

The VIPs are trying to optimize their experience; you are trying to get as much wallet share as possible. Long term, the VIPs are more likely to go to another game where they feel respected just as you would leave McDonalds if you get a condescending sales person and go to Panera.

If you want VIPs to stay, call them VIPs and treat them that way. While not as insidious as whales , another dangerous word is directional. This phrase is often used during or after an AB test, when the results are not statistically significant. Even without significance, you accept the winning variant as a preferred solution.

The problem with looking at directional results is that there is a lot of noise, and you are likely basing your decision on luck, not on numbers. Statistical noise is the random irregularity we find in any real life data. They have no pattern. One minute your readings might be too small.

The next they might be too large. These errors are usually unavoidable and unpredictable. Using directional results is no better than making decisions without numbers, and can lead to the same consequences. If the consequences are minor, or you know you will pursue a certain strategy regardless, then the AB test is a waste of resources and you should not have deployed it which is fine, not everything needs to be tested.

Using directional data, additionally, creates the illusion of a data-driven decision and is subject to confirmation bias, as people use directional data to support decisions they have already made.

I have never heard the phrase directional used when the result is not what the product manager or GM was hoping for. In those cases, the results would be considered inconclusive. People use directional to justify a course of action where there is no real data.

gatcha mechanic, piggy bank, etc. Now, however, there is a real opportunity to disrupt the industry with a new model, subscriptions. I have been in the games industry since and in that time there have only been two new models, try-before-you-buy and free-to-play. Subscriptions may usher in the next era of gaming.

Try-before-you-buy was introduced in the early s and perfected by Big Fish Games, who released via download a game every day that was free for the first hour and then the player would have the option of purchasing the full game.

While the model did not have a huge impact on the traditional game companies who were selling their product for a fixed cost in retail , it was blue ocean as it brought an entirely new demographic into gaming. Early in the s the gaming industry experienced its greatest disruption.

Free-to-play gaming gained traction in the US and Europe after dominating Asian markets. In this model, games were truly free and over 90 percent of the players would never spend a penny. The games, however, were built to get the most engaged players to spend to improve or speed up their gaming experience, and many of these players would spend tens or even hundreds of thousands of dollars in their favorite games.

Social gaming companies, led by Zynga, gained millions of daily players, pulling them from other gaming or entertainment companies. Free-to-play was truly disruptive. Disney and Electronic Arts both spent hundreds of thousands of dollars to acquire companies in the space.

The concepts behind free-to-play have grown to shape the video game space, even those old-school companies that still monetize with an upfront purchase use in-game monetization to drive their revenue growth. Given the impact of free-to-play and the millionaires it, everyone has been looking for the next disruptive business model.

Based on how other industries are evolving, subscriptions are likely to be the next disruptive model in the game industry,. How subscriptions are changing the world While Asia provided a clue that free-to-play would disrupt Western video game markets, developments in other industries show the likelihood that subscriptions will emerge as a disruptive force.

The largest retailer in the world by market cap , Amazon, uses its Prime subscription service to lock in customers. com, the most important company in the enterprise software space, eschewed the high fixed fee model for a subscription model that left its established competitors in the dust. Netflix, the second most important entertainment company in the world nobody is beating Disney for a while , gained its position with a subscription model.

Even Disney is betting its future on subscriptions with Disney Plus. Ten years ago, people would not pay for digital content and overall wanted to own things. People did not pay for music remember Napster. People would buy a DVD or CD, even if they would only experience it once. The examples above and the hundreds I left out show that attitudes have shifted.

Millions of people are willing to pay Spotify money every month without owning a song. According to the Reuters Institute, in the United States, the proportion of people ages eighteen to twenty-four paying for online news leaped from 4 percent in to 18 percent in Attitudes have clearly shifted.

Why subscriptions work Subscriptions have succeeded because they better align customers with providers than other business models. Rather than the linear model of selling a product to a customer, the subscription model creates a dynamic where the company to please constantly its customers.

Further driving the success of the subscription model are the benefits it has for the provider. Subscriptions allow companies to start the month or year with a guaranteed base of business. Rather than having to estimate how many units you will sell, you look at your subscriber base and can accurately forecast your revenue.

This stability allows companies to market aggressively, invest in new content, etc. The subscription model also aligns companies with their customers. They no longer have to segment customers, they now have individual subscribers. With the industry leaders Amazon, Netflix, etc , every subscriber has their own home page, their own activity history, their own red flags, their own algorithmically derived suggestions, their own unique experiences.

And thanks to subscriber IDs, all the boring transactional point-of-sale processes disappeared. As companies can never be too close to their customers, subscriptions create the loop that makes customer intimacy a reality.

Will subscriptions work in the game industry Now that we agree that subscriptions are a great opportunity overall, will they work in the game industry. First, many game companies already are using this model. According to a great blog post by Google , they have seen global growth in game subscriptions of 70 percent year over year.

Second, it is working. According to the post, game companies that have integrated subscriptions experience 20 percent higher retention. They also have seen higher overall monetization. Finally, subscriptions offset risk in developing and launching new content.

They are instrumental in driving down customer acquisition costs as more subscribers sign up and increasing subscriber lifetime value as more subscribers stick around for longer. How you should implement subscriptions in games While subscriptions are an exciting opportunity, success with the model will come down to execution.

Just as hundreds or thousands of game companies failed to implement successfully free-to-play, succeeding with subscriptions is more difficult than adding another package to your purchase page. There are several core concepts in building a product that leverages subscriptions.

The biggest challenge, and most common mistake, game companies face is what to provide for the subscription fee. The easy answer is virtual currency, after all it is what customers are willing to pay for with in-app purchases.

The easy answer is wrong. Instead, subscriptions need to be thought of as offering highly-retentive long-term access to content, rather than the one-time situational purchase of content offered by IAP. Successful subscriptions are about giving players access to content and special benefits, access that can be gained or lost.

In a social casino, it could be access to new slots or unique table games. In a game like Archero, it could be access to special levels or powers.

The benefits could also be exclusive tournaments, special avatars or unique in-game events. The key, though, is not limiting or even relying on giving players virtual or premium currency but access to a premium experience. Keep it simple One of the core principles in creating successful products is to focus on simplicity, which is often very complex to do, and subscriptions are one area where it is easy to fall into the complexity trap.

Companies with very successful subscription offerings have very few options. If you offer customers too many options, it is likely to overwhelm them and preclude them from choosing any of the options.

This concept of cognitive load is critical to the success of many products, from games like slots to apps like Uber.

Cognitive load is how much info people are processing at any one time. Cognitive load is tied to working memory, the more information in that short-term memory the higher the cognitive load. As cognitive load increases, consumers are less likely to make a purchasing decision. With subscriptions, this is directly tied to the offerings.

If a player has different options ranging from the term of the subscription, monthly costs, benefits levels, they are likely to choose none.

Rather than the player finding the one that optimizes their utility to use an economist term, or makes them happiest, to use a human term , they are more likely to shut off and just pass on the offerings.

Instead, offer them one or two at most options. It can be a regular subscription or a premium one additional benefits or a short-term plan and an annual plan. You do not see Netflix offering ten different types of subscriptions.

The key is make it very easy for the player to understand the value and choose between the two plans and whether or not to subscribe.

Keep it honest One of the reasons subscriptions took so long to be commonly accepted is that until recently they were part of a sleazy industry.

Companies would trick customers into signing up for a subscription, then make it very difficult to cancel the subscription.

They might let you sign up easily, then require you to call them to cancel at a call center open one hour a week every second week. Even then, the agent you spoke to would do everything humanly possible to keep you from cancelling, creating an awful experience.

These practices soured people overall on signing up for subscriptions. With social media and sites like TrustPilot, word quickly gets out of deceptive subscription tactics. Preventing customers from leaving or tricking them into subscribing is not only unethical, it is bad business.

One of the fundamental values that subscriptions create for a business is the connection with the customer. It forces the company to ensure every month it is creating value for the customer and that is why the customer renews or maintains the subscription.

Everyone on the product team looks at new content and features and judges whether it will help retain customers and bring in new subscribers.

While scamming customers may bring short term gain, it is the customer connection that subscriptions create that leads to great companies like Amazon, Netflix, Spotify, etc. The best companies use subscriptions to improve their underlying business.

When you build subscriptions into your game, let customer value drive the offering rather than tricks on keeping customers from cancelling. Build a loop A successful subscription plan should be tied to engagement in the underlying game.

The more a customer plays the game, the higher the value of the subscription. Looking outside the game industry, airlines have done a good job of creating a loop around their frequent flier programs.

With frequent flier programs, members improve their status by flying more or buying expensive tickets, such as business class. Evolve benefits Another important element of a successful subscription program is that benefits evolve. Most free-to-play games generate percent of their revenue from the top 1 or 2 percent of players.

Many product managers have avoided subscription programs because of concern on how it would impact VIPs. If a player can subscribe to a VIP program for a fixed sum, the concern is that would put a cap on how much the VIP would spend in the game.

This concern leads back to the first point on subscription design, that is should be about access, not a replacement for existing purchases. Thus, the subscription plan might give the VIP access to slots they would love to play but not chips to play those slots.

When thinking about your VIPs, do not forget they are already VIPs. Instead, turn the subscription into a celebration of their VIP status. Give them a free subscription, the goodwill will be worth much more than the short term revenue you would generate from forcing your VIP to purchase a subscription.

Use subscriptions to drive acquisition and convert players In addition to driving monetization and engagement, subscriptions are a great way of increasing retention they are also a strong acquisition tool and powerful CRM element early in the product life cycle.

First, an offer of a one or three month complimentary subscription can entice a potential customer not only to try your game but invest time to learn about your product.

Second, subscriptions can help convert players into customers of in-app purchases. They provide a way to let players see and test the spectrum of in-app offerings. These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount.

Third, subscriptions can increase virality, helping your existing users bring in new customers. Campaigns that let your subscribers give free months to their friends, and get free months themselves, are very effective at driving new user acquisition.

For example, a promotion where a player can gift a new player three free months, and get a free month for every new player who signs up, helps you acquire players with the only cost being the lost subscription revenue of your advocate. Making subscriptions a reality Rather than being a follower, future successful game companies will push forward with subscriptions and help disrupt the industry, not react to the disruption.

By focusing on execution and building a strong subscription offering, it is likely we will see the next Netflix or Spotify. Key takeaways Many industries are evolving from a discrete purchase model to a subscription model.

From retail Amazon to music Spotify to entertainment Netflix to enterprise software Salesforce. com , the subscription model is redefining winners and losers.

The game industry will eventually succumb to the same forces. To create a successful subscription program, the offering needs to center around providing customers with unique access and benefits, not replicating what they get when making in-app purchases. Successful subscriptions also need to build an honest relationship with players, provide simple options, create a loop where subscribers enjoy more benefits by playing more, appeals to new potential customers and rewards your VIPs.

Share this: Facebook LinkedIn Like Loading When I listed my expectations for , the one that generated the most conversation was that the convergence between Real Money Gaming and social casino would accelerate.

The underlying driver of this convergence is that both ecosystems are strong and have many learnings to offer. Real Money casinos focus on adding more content slots and table games to increase revenue.

While social casino operators also will profess content is king and acknowledge that new games are the strongest driver of KPIs, they do not have the singular focus on adding content that their Real Money counterparts have.

Most social casino companies are happy releasing a new slot every second week and launching with machines. Conversely, the top Real Money casinos often have over slots and introduce new games much more rapidly.

Given the proven results from launching new content, social casinos should look at much more aggressive content schedules. To achieve this result, social casinos will need to move from their reliance on exclusive, homemade content.

Real Money operators can launch hundreds of games because they license the slots non-exclusively, thus providing access to thousands of slot machines and table games. While exclusivity does provide a unique selling point, many of the homemade social slots are not truly unique.

They have common themes and standard math, they are effectively a commodity. Thus the exclusivity is only a perceived advantage, it has no value to the player.

Rather than recreating the wheel for every machine, social casinos can still create a unique machine every two weeks or four weeks or one week but supplement it with non-exclusive content from the many third-party slot developers. While most social casino operators are focused on creating a strong slots app and then optimizing acquisition for that app, Real Money operators have a more robust model.

While they still will acquire slots players for their casino products, they have entire verticals that exist largely to acquire players that can be cross-sold into casino.

Virtually all the Real Money Bingo products derive the bulk of their revenue from slots. While sports betting is a profitable real money vertical on its own, all of the major sports betting companies rely on slots to drive LTV and allow for more aggressive user acquisition.

In the social space, the siloes are much stronger. Only Kama Games, which uses products like Blackjackist and Roulettist to drive traffic to its poker offering, regularly uses other casino mechanics to acquire players and then cross sell them to its core poker product. Social game companies need to look more at their ecosystem rather than individual products.

This will allow them to acquire more players at a higher ROI. All successful social casino products are based on mechanics proven in the real money space either land based or online but not all real money gaming mechanics have made it to social casino.

One of the challenges faced by social casino is that the number of players is no longer growing. While revenue continues to increase, it is driven by better monetization of the player base, rather than expanding the player base. One of the most obvious ways to appeal to more players is offering more gameplay options.

While 73 percent of social casino players are female, 65 percent of real money gamers and 55 percent of real money casino players are men. With user growth stagnant in social casino, appealing to a male demographic can expand the market for social casino. While social casino companies are more sophisticated with their overall digital marketing, Real Money operators are better at using promotional offers to bring in players.

Promotions, such as a free money welcome bonus, spin to win, triple winnings their first day playing, etc. While the cost in Real Money of these promotions is sometimes challenging, in social casino they are less risky as providers are only gifting virtual currency.

These offers are complicated by AppStore restrictions but this challenge is not insurmountable and more creative offers will improve social game companies user acquisition efforts.

While social casino is more reliant on VIPs than Real Money casinos, more than 60 percent of social casino revenue comes from 0. By replicating these practices, social casinos can reduce VIP churn and improve their lifetime value to the company. Although Real Money casino is a larger business, in many ways it is less sophisticated than social gaming.

For many years, Real Money casino operators could succeed by getting a stable product in front of customers. Conversely, social casinos continuously had to optimize all facets of their business to continue growing. This optimization has led to the development of many features and tactics that can benefit Real Money gaming.

Providing progression serves many valuable purposes in games. First, it gives people a reason to play, they want to keep moving forward. Even in Real Money gaming, studies have shown over 65 percent do not play to win money, thus progression will appeal to the majority of these customers.

Progression also prevents churn. Loss aversion is a very strong driver of behaviour , people do not want to lose something they already have. The endowment effect also explains that they will also overvalue it.

In addition to reducing churn, progression increases engagement. Players want to complete as many levels as quickly as possible. If there are outstanding levels, they will want to reach them as they will want to finish everything open.

Progression also is a strong monetization driver. Candy Crush is a great example of a game genre that did not monetize but by adding progression King.

com was able to create a billion-dollar franchise. Progression prompts players to want to keep playing even when they are out of chips, so thus depositing more, and to play at higher stakes, increasing their bet size. In the Real Money casino world, where players will often jump between casino offerings to capitalize on the best promotions, progression creates loyal and valuable customers.

Social features are another strong behaviour driver that has largely been perfected by free to play games. Social interaction is a core value for customers, driving success across many industries. While many features satisfy base needs, social interaction appeals to a higher need and thus people are willing to pay more for it and less likely to give it up.

The success of Big Fish Casino, and more recently Huuuge Games , shows how social features can create a unique and very profitable market position.

Outside of the casino space, Clash of Clans is a great example of social features driving billions in revenue. There are many different types of social features that Real Money casino operators can implement, with some of the most successful including:.

Some of these features will work better in certain products than others but a mix of these features will not only create bonds with your players but amongst your players. Social casino developers provide a much cleaner and smoother user interface UI and user experience UX than real money gaming companies.

Players can quickly start playing and there is virtually no learning curve. It is easy to navigate in the product, take advantage of offers and understand every offering.

Real Money, conversely, often overwhelms the customer with choice, increasing the cognitive load. This problem is not only in the lobby but in the products, betting options are often very complex and confusing.

Overall, social gaming companies create an experience much more consistent with customers expectations in While Real Money gaming companies are great at hosting and managing their VIPs, social game companies are much better at giving them incentives and rewards in product.

Virtually all social casinos have an in-game VIP system, where the more VIPs play, the more privileges they earn. This type of automated system provides continuous reinforcement and reminds VIPs why they want to remain in their favourite product.

Within the past year, social casinos have become very adept at creating events that boost engagement. It could be the December Challenge or the Race to the Mountain Top, but in effect it is a collection of challenges and specialized content that is available for a limited time.

Often the player has a chance to win an item s that is only available by completing the event and will not be available again, creating an incentive both to participate and to visit the game regularly so they know about the events.

These events also break the monotony of playing the same games repeatedly. Finally, they can provide an incentive to try new slots or mechanics. The most successful social games are now running at least one event daily and this practice can be replicated in the Real Money world.

A regular schedule of events increase loyalty, engagement and monetization. I, and many others, have written multiple times on how important VIPs are for free-to-play games but one area that is opaque is how do you get VIPs. Given the importance of VIPs, many think the road to success is stealing VIPs from competitors.

This technique works in land based casinos, to a degree, and some other industries, but should not form the foundation of your efforts. You will be disappointed in the number of VIPs you can steal and will find that overall your game is deficient. Instead, you need to focus on creating VIPs, as that will ensure long-term success.

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Play Free. Hide Benefits Comparison Show Benefits Comparison. Log into the game. Open the store by clicking the "Store " button. Click on " Become a VIP" in the top menu. Choose the subscription option that best works for you.

Click the Currency button of the plan. Choose your Payment Method. If you don't have a payment method on file, enter your billing information, and click "Pay Now". You'll have confirmation that your payment for your subscription went through.

You're now a VIP! Once you have a subscription, you can view and maintain your subscription in one of two ways: Clicking of "Subscriptions" This page will show you your active subscription, your next billing date, and the ability to renew immediately if you so choose.

Click on "Continue". You'll be brought to the "Payment Method" screen. Simply choose a Payment Method that works and click "checkout". Just like LOTRO Point purchases, you will be charged immediately and the time added to your account.

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