모바일 게임 유료화 사례 분석 - Mortal Kombat X

1. Kiyat Games
Monetization Test III
Mortal Kombat X
by Warner Bros

2. What’s purchasable with cash?
● Premium Currency : Souls!
○ $2.99 : 30 Souls (1:10 ratio)
○ $4.99 : 60 Souls (1:12 ratio)
○ $9.99 : 125 Souls (1:12.5 ratio)
○ $19.99 : 300 Souls (1:15 ratio)
○ $49.99 : 850 Souls (1:17 ratio)
○ $99.99 : 2000 Souls (1:20 ratio)
○ The more you spent, the more you earn.
● Regular Currency : Koins!
○ $1.99 : 12000 Koins (1:6000 ratio)
○ $4.99 : 36000 Koins (1:7200 ratio)
○ $9.99 : 84000 Koins (1:8400 ratio)
○ $19.99 : 192000 Koins (1:9600 ratio)
○ $49.99 : 600000 Koins (1:12000 ratio)
○ $99.99 : 1500000 Koins (1:15000 ratio)
○ The more you spent, the more you earn.
** It’s rare that regular currency is only purchasable via cash and not via premium currency. This is
probably because there are some items that are obtainable only with Koins. (ie. Support Cards)

3. What’s purchasable with cash?
● Beginner’s Package (named Starter Pack)
○ Three packages available
○ Silver Sword Starter Pack ($4.99)
○ Gold Fire Starter Pack ($19.99)
○ Gold Ice Starter Pack ($19.99)
○ Package vs. Regular Purchase : provides guaranteed characters and gears plus
some additional premium and regular currency
○ Overall, Starter Packs are more valuable than Crystal purchase.

4. What can you do with Souls?
● Kombat Pack (120 Souls)
○ Provides 1 guaranteed Gold character card plus 2 additional cards
○ Only way to obtain the strongest characters in the game
● Specific Characters (200~350 Souls)
○ All but 5 Gold characters can be purchased with Souls
** It’s rare for mobile game to allow users to purchase specific character/hero. Gacha-style purchases
are known to create more revenues over targeted purchases.

5. What can you do with Koins?
● Kard Pack (30000 Koins)
○ Provides 1 guaranteed Silver character card plus 2 additional cards
● Specific Characters (8000~99000 Koins)
○ All of Bronze, Silver characters and one Gold character can be purchased with Koins

6. What can you do with Koins?
● Support Cards (5000 Koins)
○ Other than randomly obtained through battles, Support cards are purchasable only with
Koins.
● Skill Upgrades (1000 Koins)
** Since users cannot purchase Koins with Souls and because Support cards are only purchasable
through Koins, buying Koins would be just as valuable as buying Souls.

7. Can non-paying users gather Souls?
● Bonus Missions
○ The game provides multiple daily missions for users to complete. Upon completition,
users will earn Souls (~5 per mission).
● Daily Login Reward
○ It’s a random reward system that has chance to provide Souls.

8. Premium Currency Usage Tutorial?
● No
● However, the game provided tutorial for regular currency usage (Koins)
○ Once during the tutorial
○ The tutorial provides 30000 Koins. Then users are forced to buy 1x “Kard Pack”
immediately

9. Monthly Ticket / VIP Mode ?
● No & No
** Very typical of US made games. Monthly Ticket and VIP Mode are prevalent mostly in Asian games.

10. Monetization UI
● “+” button at the top of the main screen & “Store” button at the bottom
○ Simple 3-step mechanism to actual purchase
○ No promotion shown anywhere in the game except a red flag (20% off) on Kombat
Pack.

11. So what’s $5 worth in game?
● 60 Souls or 36000 Koins
● Silver Sword Starter Pack
● 1 Kard Pack
● 1 specific Silver character
● 7 Support Cards
** The cheapest item purchasable with Souls is priced at 120 Souls. I find it strange that the game is
selling 30 or 60 Souls. You literally cannot do anything with those amounts! The game provides ~60
Souls initially, and maybe that’s why the Shop has 60 Souls for sale?
** Why $5? It is the most popular pricing for beginner’s package. Also, we feel that $5 is a
comfortable range for first time converters would be willing to spend.

12. Conclusion
● Regular currency is just as rare and valuable as premium currency.
● Allows specific character purchases rather than offering popular gacha system.
● Offers extremely simple monetization system.
● Does not bombard users with promotions, packages, sales, and pop-ups.
● No VIP or Monthly Tickets -> typical of US made games
● Some questionable items in the shop (30 Souls and 60 Souls)