I'm always interested in learning how the App Store market is working out for indie developers and small studios. Over the last few days, we got a glimpse into the business of iOS games thanks to numbers and stats shared by the developers of two quality titles – Crossy Road and Monument Valley.
Crossy Road implements a freemium model and it has grossed over a million dollars with ads. The developers used video ads in an effective way:
“I played Disco Zoo and thought that video ads were a really good way to earn money without getting into people’s faces. We just needed to figure out a fun reason for players to watch them”. In the game, watching ads earns coins. Players can use coins to buy new characters that hop across the endless dangerous road in new and often hilarious ways. But it’s also possible to simply buy them with real money or just collect coins in the game.
Monument Valley, on the other hand, is an excellent premium game that allows players to download extra levels as additional purchases (the so-called paymium model). In a widely popular post, ustwo shared the numbers behind the game. Most notably:
- 2.4M official sales, 1.7M of which on iOS
- 575k upgrades to Forgotten Shores
- $5.8M in revenue, 81.7% of which on iOS
The numbers, however, also include more specific and interesting stats such as the number of players who completed the game (lower than I expected) and sales by country. I find it illuminating to see the effects of Forgotten Shores and Christmas compared to winning an Apple Design Award or releasing the game on Android.
Crossy Road and Monument Valley are two profoundly different games. Monument Valley had a big budget (for an indie production), a moderately large team, and it reaped well-deserved rewards. Crossy Road uses freemium mechanics with a unique twist, respecting the user's time and commitment to the game. In both cases, they are quality games, and two examples of the multifaceted (and crowded) App Store market.