Amazon Underground

amazon-underground-app1A month or two back, Amazon approached me about putting The Lords of Midnight and Doomdark’s Revenge on their new service. It had just a project name then, and I had to sign a whole host of documents before I was even told watch the service was, and then another whole host of documents when I agreed.

Before deciding that I would, I thought long and hard. Essentially, I never wanted the Midnight games to be advert driven, and I couldn’t see a compelling way to have “in app purchases” that would generate the kind of sales required to support the game, without an amount of work that would be loss leading.

By having the Midnight games as a full purchase game, it has probably stopped it from being installed as many times as it might have been when free, indeed I have seen the spikes when the game has been reduced in price for promotion. But even those extra sales have not amounted to much in the way of cash as the price reduction has obviously hurt.

That said, the games have sold around 30k units which I couldn’t be happier at. That just hasn’t resulted in a great deal of money, in the scheme of things. Rough fag packet calculation, if you take the average price at £2.50, taking into account price reductions, different platforms, and multi-currency, you get a turnover of £75k less Commission 30%, and VAT at 20%, it’s just £37.5k – and divided between Jure and Mike’s family, pretty much a three-way split, I’m looking at £12.5k over 2.5 years. Without doing an accurate calculation, I can say that number feels about right, and it’s still a long way from covering my time costs if I apply a day rate to it.

Android sales of the games are well under a 3rd of Apple, but they appear to have a 10:1 piracy ratio when taking into account rough internal data calculations.

So, as we hit the tail end of sales, I wondered if the Amazon pay-for-play where they pick up the tab, might be an interesting approach for some additional Android sales. The gamble was, will people who won’t buy it on Android, possibly pick it up and play it for a while, enough to generate a small trickle of income, that might be greater than the normal Android sales. This could all possibly be maximised by being an official launch app for the service.

Android still accounts for about £50 a month in sales, this last week has seen and additional £3k units downloaded through Amazon Underground, accounting for less than a £1 worth of pay-for-play. Amazon pay a fraction of a penny per minute played. So not a great start, but I’ll have to see how it goes.

I know the t&c’s for the Amazon offering are a little harsh, and the privacy settings quite extraordinary, but still understandable considering what they need to achieve, however I figure that the target audience who don’t want to pay for the games in the first place, probably don’t care. And those who do, have either already bought the game, or still have the option to through Google Play, or Amazon Store proper.

I just need to keep an eye on whether the Amazon Underground sales hurt the Android sales, better them, or just become another small income stream.

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