Recapturing Mobile Revenue Through Direct-to-Consumer Sales
As Lead UX Designer at WB Games, I led a strategic initiative to develop and implement web-based storefronts for our mobile game portfolio, including titles like Game of Thrones: Conquest, Harry Potter: Magic Awakened, and Mortal Kombat Onslaught. This initiative was designed to recapture roughly 25% of revenue previously lost to platform fees on the App Store and Google Play, following precedents set by Epic Games’ legal victories.
Abilities
Demonstrated
- Lead complex, cross-functional projects
- Develop scalable technical solutions
- Navigate complex regulatory environments
- Drive significant revenue impact through strategic initiatives
The Challenge
The mobile gaming industry faced a significant opportunity following Epic Games’ successful court battles with Apple and Google. With platform fees of 30% cutting into potential revenue, we needed to develop a solution that would:
- Create alternative purchase channels while maintaining platform compliance
- Deliver a trustworthy and seamless user experience
- Scale across multiple game titles with different brand requirements
- Maximize revenue recapture while accounting for payment processing costs
The Approach
Schedule per game release
Planned cadence of features
Discover
Market Analysis & Strategy Development
I spearheaded a comprehensive competitive analysis of the mobile gaming landscape:
- Conducted detailed audits of competitors’ existing web store implementations
- Analyzed over 50 data points per competitor, including payment service providers, SKU strategies, and currency value propositions versus in-game
- Created a living document of best practices and market evolution
- Established an ongoing audit system to keep our strategy current
Define
Project Planning & Execution
I developed and implemented a systematic approach to rolling out our web store solution:
- Created a 200-point implementation guide covering the design, development, and launch phases
- Established a prioritized feature development cadence based on revenue potential and technical complexity
- Designed a modular framework allowing for rapid iteration and feature testing
- Coordinated cross-functional teams, including game developers, UI/UX designers, legal consultants, localization experts, and payment processing partners
- Ensured content was available in all supported languages and offers were available in dozens of currencies, boosting international adoption rates.
Compliance & Communication Strategy
I utilized a novel approach to platform compliance through:
- Creation of educational blog posts for each game’s marketing site explaining the web store benefits
- Implementation of indirect linking systems that maintained platform guidelines
- Development of international compliance frameworks for various jurisdictions’ requirements
Design
Technical Solution Design
Working with our technical teams, I architected a scalable solution that:
- Utilized a robust CMS solution for consistent functionality across games
- Implemented game-specific theming while maintaining core user experience and purchase flows
- Created comprehensive user journey maps and wireframes with exhaustive documentation
- Adhered to brand-specific design guidelines for each game
Wireframes and User Journeys
Visual Design
Game of Thrones: Conquest
Dissect
The Results & Impact
While specific revenue figures are confidential, our implementation achieved the following:
- Successful launch of web stores across multiple major game titles
- Development of a reusable framework and wireframes for future game implementations
- Creation of a new revenue stream with minimal platform fees
- Establishment of direct purchasing relationships with our player base
Industry Benchmarks
Similar implementations (e.g., Tilting Point) showed potential for:
Significant improvement in profit margins due to reduced platform fees.
30-40%
Revenue shift to web store channels.
15%
Increase in overall revenue
Continuous Improvement & Adaptation
I established ongoing optimization processes, including:
- Regular player surveys to gather feedback and improve user experience
- Continuous competitive analysis updates
- Regular review of legal and compliance requirements
- Iterative feature development based on performance metrics
Key Learnings
User Trust is Paramount
- Visual consistency with the main game was crucial for conversion.
- Clear communication about benefits drove adoption by users.
- Seamless purchase experiences increased repeat usage.
Modularity Enables Scale
- Game-agnostic base architecture allowed rapid deployment.
- Standardized components reduced development time.
- A flexible theming system accommodated multiple brands.
Compliance Requires Creativity
- Novel approaches to player communication allowed us to maintain platform relationships.
- Regular legal review ensured ongoing compliance.
- International considerations (such as GDPR) affected feature rollout.
Future Opportunities
The project established a foundation for:
- Expansion to additional game titles
- Implementation of advanced features based on initial learning and ongoing competitive audits
- Continued development of direct player relationships
- Creation of cross-game promotional opportunities