Irrational Thinking, how we tripled our revenue in one year - Cvetan Rusimov, Imperia Online
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Irrational Thinking. How we tripled our revenue in one year.
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Transcript of Irrational Thinking, how we tripled our revenue in one year - Cvetan Rusimov, Imperia Online
Irrational Thinking. How we tripled our revenue in one year.
Headquarters: Infinity Tower 69 Bulgaria blvd, floor 14- 16 Sofia, Bulgaria
Trade office: 207 Regent Street W1B 3HH London, United Kingdom
WHO WE ARE
Self-sustaining from day one.
Never took investments.
Independent.
WHO WE ARE
185 Employees 70% of them are developers
COMPANY TIMELINE
Windows Desktop Ludo Blitz! Apple TV Imperia Online live on
11 New Games Live at Yahoo Games Imperia Mobile LTD Imperia Online live on
Deloitte Reward 30 Million players New Office in Sofia New Office in London Live on Facebook and Pro7 Exhibitors at Gamescom
IT Talents Training Camp Live on Mail.Ru Group Top 3 Advertiser on Facebook Exhibitors at Gamescom & Dubai Game Expo
20 Million players New Office in Sofia IO Russian and Mena version Exhibitors at Tallinn
Online Artillery №1 Advertiser on Google in BG
Deloitte. Technology Fast 50 Central Europe 2014 Rising Stars award 4th place revenue growth of 498% 2015 14th place revenue growth of 592%
AWARDS
SPIN OFF #1
Academy for Developers 200+ graduated developers per year Easily scalable model 5 Top technologies
SPIN OFF #2
IT Outsourcing Services Niche IT areas Project based model Multicultural experience
GAME PORTFOLIO
ALL-STAR GAME
Imperia Online: The Great People Cross platform medieval MMO strategy game
30+ million registered users 30+ social platforms integrations
SPEAKS LANGUAGES
We love diversity..
Special Russian Edition Vision for Arabic speaking countries Our games are translated in 30 languages
THINK GLOBAL
Steam™ love our games, cause we love diversity
ACT LOCAL
Local events Local holidays Local promos
WHAT WE DID
Think global, act local.
WHAT WE DO
Think Irrationally.
THE BOOK
Dan Ariely
Predictably Irrational: The Hidden Forces That Shape Our Decisions February 2008
Optical illusions
THE METAPHOR
What colors are the cubic centers?
OPTICAL ILLUSION
What colors are the cubic centers?
OPTICAL ILLUSION
Top – brown Right – brown
What colors are the cubic centers?
OPTICAL ILLUSION
Top – brown Right – brown
Front – orange yellow, not brown
OPTICAL ILLUSION
What colors are the cubic centers?
They are identical #9C6201
What colors are the cubic centers?
OPTICAL ILLUSION
OPTICAL ILLUSION
What colors are the two blocks?
OPTICAL ILLUSION
What colors are the two blocks?
They are identical #787878
Why we were fooled?
OPTICAL ILLUSION
#decoy
Cognitive illusions
WHO IS IN CONTROL
Weekend in Rome All-Inclusive
50 % Weekend in Paris
All-Inclusive
50 %
HARD DECISION
HARD DECISION
Weekend in Rome All-Inclusive
Weekend in Paris All-Inclusive
Third option?
EVEN HARDER ?
Weekend in Rome All-Inclusive
Weekend in Paris All-Inclusive
Weekend in Rome without breakfast!
PREDICTIVE DECISION
Weekend in Rome All-Inclusive
Weekend in Paris All-Inclusive
Weekend in Rome without breakfast!
75% - 85% 15% - 25% 0 %
THE CONCLUSION
Weekend in Rome All-Inclusive
Weekend in Paris All-Inclusive
#decoy
75% - 85% 15% - 25% 0 %
One-year subscription to Ecomonist.com Only WEB access
One-year subscription to the print edition Only PRINT
One-year subscription to web site & print edition WEB access + PRINT copy
$ 59.00
$ 125.00
$ 125.00
SUBSCRIPTION
SUBSCRIPTION
One-year subscription to Ecomonist.com Only WEB access
One-year subscription to the print edition Only PRINT
One-year subscription to web site & print edition WEB access + PRINT copy
$ 59.00
$ 125.00
$ 125.00
16 %
0 %
84 %
THE EXPERIMENT
One-year subscription to Ecomonist.com Only WEB access
One-year subscription to web site & print edition WEB access + PRINT copy
$ 59.00
$ 125.00
THE RESULT
One-year subscription to Ecomonist.com Only WEB access
One-year subscription to web site & print edition WEB access + PRINT copy
$ 59.00
$ 125.00
68 %
32 %
16 %
84 %
THE CONCLUSION
One-year subscription to the print edition Only PRINT $ 125.00
#decoy
+ 43% Revenue increase
THE DECOY EFFECT
WHAT WE DID
Basic screen.
PAYMENT SCREEN 1
First Touch: Labels
+ 11% Revenue Increase vs. base
WITH LABELS
PAYMENT SCREEN 2
Irrational Offer #1
#decoy
+ 355% Revenue Increase vs. base
FIRST RESULT
PAYMENT SCREEN 2
399.95 payment ?
#decoy
PAYMENT SCREEN 3
Irrational Offer #2
#decoy
+ 275% Revenue Increase vs. base
NOT SO HAPPY
Inflation of the hard currency
IT’S NOT WORKING
PAYMENT SCREEN 4
We fixed it
#decoy
+ 310% Revenue Increase vs. base Almost No side effects :)
FINAL RESULT
PAYMENT SCREEN
Whales
#decoy
DYNAMIC
PAYMENT SCREEN
Player, who paid up to 19.95
#decoy
DYNAMIC
+ 390% Revenue Increase vs. base
No side effects :)
FINAL RESULT #2
CRAZY IDEA
Promoting the payment screen
+ 425% Revenue Increase vs. base
No side effects :)
FINAL RESULT #3
HOW WE CHOOSE ?
2 € 10 € 35 €
HOW WE CHOOSE ?
2 € 10 € 35 €
80% will choose
the middle one
too cheap too expensive
THE CLEVER MOVE
2 € 10 € 35 €
* A price update will increase the revenue + 34%
15 €
80% will choose
the middle one
Why we use 40 instead of 50 ?!
IMPROVEMENTS
