Background

Do Supercell games succeed because of light touch monetization economies?

Matthew Emery

Do Supercell games succeed because of, or in spite of their ‘light touch monetization’ economies?

Clash of Clans ($80k) aside, Supercell is notably conservative re: spend depth.

Last time we checked,

โš”๏ธ Clash Royale’s economy had a total value of $๐Ÿฎ๐Ÿฎ๐—ธ.

๐Ÿ”ซ Squad Busters? $๐Ÿฑ๐—ธ.

๐Ÿ’ช Brawl stars?  $๐Ÿฏ๐Ÿฐ๐—ธ.

Despite BS having ๐Ÿต๐Ÿฑ playable / upgradeable characters!

Now, $34k can sound egregious, until you consider Core games’ (Team & Idle RPGs, 4X) $๐Ÿฎ๐Ÿฑ๐Ÿฌ๐—ธ-$๐Ÿด๐Ÿฌ๐Ÿฌ๐—ธ econs.

In these games (e.g. Rise of Kingdoms, AFK Arena, RAID) maxing a top-tier hero is valued at $2000-$4000.

In Brawl Stars, doing the same is only $200.

While not a Core RPG, IMO there’s no mechanical reason why Brawl Stars couldn’t 3x spend depth.

๐—ฆ๐—ผ, ๐˜„๐—ต๐˜† ๐—ฑ๐—ผ๐—ป’๐˜ ๐˜๐—ต๐—ฒ๐˜†?

Is it because Supercell’s brand (which yields 3-4 organics for every paid install) depends, in large part, on having ‘lightly monetized’ economies?

FWIW, 3:1 organic ratio is exceptional.

Rise of Kingdoms, AFK Arena, RAID are closer to 1:1 (Sensortower).

So if Supercell monetized more deeply/aggressively, would that put their organic UA machine at risk?

๐—œ๐˜€ ‘๐—น๐—ถ๐—ด๐—ต๐˜ ๐˜๐—ผ๐˜‚๐—ฐ๐—ต ๐—บ๐—ผ๐—ป๐—ฒ๐˜๐—ถ๐˜‡๐—ฎ๐˜๐—ถ๐—ผ๐—ป’ ๐—ฐ๐—ฟ๐—ถ๐˜๐—ถ๐—ฐ๐—ฎ๐—น ๐˜๐—ผ ๐—ฆ๐˜‚๐—ฝ๐—ฒ๐—ฟ๐—ฐ๐—ฒ๐—น๐—น’๐˜€ ๐—ฏ๐—ฟ๐—ฎ๐—ป๐—ฑ? ๐Ÿค”

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