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in-app store

Bundles and personalization: web shop's newest superpowers

August 9, 2022
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Mobile’s Changing Monetization Game In late 2022, the Epic vs. Apple decision allowed mobile game developers and publishers to sell third-party apps on previously proprietary platforms. Xsolla Web Shop brought a timely combination of proven tools and services as the solution that mobile game developers and publishers anticipated: your own branded ecommerce website from which players can quickly and easily purchase unique and valuable content like virtual goods, items and currencies, gifts, subscriptions, bundles, and more. Making in-app purchases is easy for players and a convenient way to support their favorite games. The challenge you face outside the app store is significant as a developer or publisher. Many developers want to split in-game purchases evenly between in-app and their own web shop - not easy, given most players prefer to purchase in-game. Without the marketing power of expensive proprietary commerce platforms, how do you get players to visit your new Web Shop and make purchases there?  The answer exists in the details of Web Shop. The solution holds many powerful features you can learn about on the Xsolla Web Shop product page. Here are two newest tools built specifically to drive sales and amplify your revenue. Personalization Amplifies Conversions The way that users consume content has changed over the past few years. Even digital preferences vary daily, depending on where consumers shop or play online, their interests, and how long they stay engaged with any brand. Personalized experiences are often the key to an extended customer journey. According to Accenture, 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. Customized catalogs served up to users based on specific criteria greatly increase their loyalty and your revenue in the years ahead.  We already know that all in-app purchases (popular with both players and developers) are built on personalization: first-time purchase, seasonal, players reaching a certain level, and so on. Web Shop uses that same mechanic that drives players to purchase inside the game - a familiar method for a very valuable promotional tool. Personalization in your branded Web Shop is an opportunity to offer specific goods from a catalog to targeted players and cohorts. Your online store defines the customization based on players’ personal attributes or predefined actions or goals (such as reaching a set spending level or attaining a new level in the game). What specific things can you do with Personalization?
  • Hide selected goods/offers from intended cohorts or users
  • Reveal special goods/offers such as discounts for non-paying users, and bonus items or secret bundles for specific cohorts are especially compelling
  • Create a group catalog based on users’ characteristics - such seasonal bundles or unique items for  first-time buyers
  • Target offers for specific cohorts or users based on game achievements, spending habits, or even amount of time playing the game
Targeted catalogs perform better than generic ones because it focuses the player’s attention. Web Shop’s personalized offers reduce the number of choices, which would otherwise make purchase decisions seem overwhelming.  Bundles Just Got Better With Expanded Bundles, you can group items and sell them in a larger package. Combinations (like a specific skin plus currency or a season pass and several bonus items) are attractive when presented at a single price. You can reward your top spenders’ loyalty with a personalized gift or offer founder’s packs during a new game launch, or create unique bundles for first-time spenders or whales. Players must see and understand the value of a bundled offer. The items inside your bundles are entirely up to you. Still, the key to conversion is in communicating the offer’s value. With Expanded Bundles, the value is front and center. Players simply click a “More info” button to read details about what they can purchase - from a simple bonus item to valuable cost savings. The combination of items inside the bundle is up to you, described with clear value, right from your own branded website. ** UPDATE ** Now, a user conveniently clicks on the “More info” button to see an expanded pop-up with details about the offer. Expand your Web Shop Starting Today Find out how to activate a simple solution that allows you to publish your game across multiple platforms. Create your account to explore Xsolla’s range of publishing and developmental tools right now. Or, you can contact an expert from our team if you want to learn how Xsolla can help reduce your workload.  If you’re a current partner, log in to your account to take advantage of promotions. If you have any questions, please get in touch with your account manager. It’s easy to get started today and learn more about player purchase behavior and how to improve conversion online.
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