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NOTA: - Estos no son juegos de apuestas con dinero real y están destinados a ofrecer entretenimiento solo para una audiencia adulta. El primer paso de la seguridad es comprender cómo los desarrolladores recopilan y comparten tus datos.

Las prácticas de privacidad y seguridad de datos pueden variar en función del uso de la app, la región y la edad. El desarrollador proporcionó esta información y podría actualizarla con el tiempo.

Esta app podría compartir estos tipos de datos con terceros Información financiera, Actividad en apps y 2 más. Es posible que esta app recopile estos tipos de datos Información financiera, Actividad en apps y 2 más.

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Magic War Legends. Tragamonedas de frutas Máquinas Tragamonedas. With the industry leaders Amazon, Netflix, etc , every subscriber has their own home page, their own activity history, their own red flags, their own algorithmically derived suggestions, their own unique experiences.

And thanks to subscriber IDs, all the boring transactional point-of-sale processes disappeared. As companies can never be too close to their customers, subscriptions create the loop that makes customer intimacy a reality.

Will subscriptions work in the game industry Now that we agree that subscriptions are a great opportunity overall, will they work in the game industry. First, many game companies already are using this model.

According to a great blog post by Google , they have seen global growth in game subscriptions of 70 percent year over year.

Second, it is working. According to the post, game companies that have integrated subscriptions experience 20 percent higher retention. They also have seen higher overall monetization. Finally, subscriptions offset risk in developing and launching new content.

They are instrumental in driving down customer acquisition costs as more subscribers sign up and increasing subscriber lifetime value as more subscribers stick around for longer.

How you should implement subscriptions in games While subscriptions are an exciting opportunity, success with the model will come down to execution. Just as hundreds or thousands of game companies failed to implement successfully free-to-play, succeeding with subscriptions is more difficult than adding another package to your purchase page.

There are several core concepts in building a product that leverages subscriptions. The biggest challenge, and most common mistake, game companies face is what to provide for the subscription fee.

The easy answer is virtual currency, after all it is what customers are willing to pay for with in-app purchases. The easy answer is wrong.

Instead, subscriptions need to be thought of as offering highly-retentive long-term access to content, rather than the one-time situational purchase of content offered by IAP. Successful subscriptions are about giving players access to content and special benefits, access that can be gained or lost.

In a social casino, it could be access to new slots or unique table games. In a game like Archero, it could be access to special levels or powers. The benefits could also be exclusive tournaments, special avatars or unique in-game events.

The key, though, is not limiting or even relying on giving players virtual or premium currency but access to a premium experience. Keep it simple One of the core principles in creating successful products is to focus on simplicity, which is often very complex to do, and subscriptions are one area where it is easy to fall into the complexity trap.

Companies with very successful subscription offerings have very few options. If you offer customers too many options, it is likely to overwhelm them and preclude them from choosing any of the options.

This concept of cognitive load is critical to the success of many products, from games like slots to apps like Uber. Cognitive load is how much info people are processing at any one time. Cognitive load is tied to working memory, the more information in that short-term memory the higher the cognitive load.

As cognitive load increases, consumers are less likely to make a purchasing decision. With subscriptions, this is directly tied to the offerings. If a player has different options ranging from the term of the subscription, monthly costs, benefits levels, they are likely to choose none.

Rather than the player finding the one that optimizes their utility to use an economist term, or makes them happiest, to use a human term , they are more likely to shut off and just pass on the offerings.

Instead, offer them one or two at most options. It can be a regular subscription or a premium one additional benefits or a short-term plan and an annual plan.

You do not see Netflix offering ten different types of subscriptions. The key is make it very easy for the player to understand the value and choose between the two plans and whether or not to subscribe.

Keep it honest One of the reasons subscriptions took so long to be commonly accepted is that until recently they were part of a sleazy industry. Companies would trick customers into signing up for a subscription, then make it very difficult to cancel the subscription.

They might let you sign up easily, then require you to call them to cancel at a call center open one hour a week every second week. Even then, the agent you spoke to would do everything humanly possible to keep you from cancelling, creating an awful experience.

These practices soured people overall on signing up for subscriptions. With social media and sites like TrustPilot, word quickly gets out of deceptive subscription tactics. Preventing customers from leaving or tricking them into subscribing is not only unethical, it is bad business.

One of the fundamental values that subscriptions create for a business is the connection with the customer. It forces the company to ensure every month it is creating value for the customer and that is why the customer renews or maintains the subscription.

Everyone on the product team looks at new content and features and judges whether it will help retain customers and bring in new subscribers. While scamming customers may bring short term gain, it is the customer connection that subscriptions create that leads to great companies like Amazon, Netflix, Spotify, etc.

The best companies use subscriptions to improve their underlying business. When you build subscriptions into your game, let customer value drive the offering rather than tricks on keeping customers from cancelling. Build a loop A successful subscription plan should be tied to engagement in the underlying game.

The more a customer plays the game, the higher the value of the subscription. Looking outside the game industry, airlines have done a good job of creating a loop around their frequent flier programs. With frequent flier programs, members improve their status by flying more or buying expensive tickets, such as business class.

Evolve benefits Another important element of a successful subscription program is that benefits evolve. Most free-to-play games generate percent of their revenue from the top 1 or 2 percent of players.

Many product managers have avoided subscription programs because of concern on how it would impact VIPs. If a player can subscribe to a VIP program for a fixed sum, the concern is that would put a cap on how much the VIP would spend in the game.

This concern leads back to the first point on subscription design, that is should be about access, not a replacement for existing purchases.

Thus, the subscription plan might give the VIP access to slots they would love to play but not chips to play those slots. When thinking about your VIPs, do not forget they are already VIPs. Instead, turn the subscription into a celebration of their VIP status. Give them a free subscription, the goodwill will be worth much more than the short term revenue you would generate from forcing your VIP to purchase a subscription.

Use subscriptions to drive acquisition and convert players In addition to driving monetization and engagement, subscriptions are a great way of increasing retention they are also a strong acquisition tool and powerful CRM element early in the product life cycle.

First, an offer of a one or three month complimentary subscription can entice a potential customer not only to try your game but invest time to learn about your product. Second, subscriptions can help convert players into customers of in-app purchases. They provide a way to let players see and test the spectrum of in-app offerings.

These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount. Third, subscriptions can increase virality, helping your existing users bring in new customers. Campaigns that let your subscribers give free months to their friends, and get free months themselves, are very effective at driving new user acquisition.

For example, a promotion where a player can gift a new player three free months, and get a free month for every new player who signs up, helps you acquire players with the only cost being the lost subscription revenue of your advocate.

Making subscriptions a reality Rather than being a follower, future successful game companies will push forward with subscriptions and help disrupt the industry, not react to the disruption. By focusing on execution and building a strong subscription offering, it is likely we will see the next Netflix or Spotify.

Key takeaways Many industries are evolving from a discrete purchase model to a subscription model. From retail Amazon to music Spotify to entertainment Netflix to enterprise software Salesforce.

com , the subscription model is redefining winners and losers. The game industry will eventually succumb to the same forces.

To create a successful subscription program, the offering needs to center around providing customers with unique access and benefits, not replicating what they get when making in-app purchases. Successful subscriptions also need to build an honest relationship with players, provide simple options, create a loop where subscribers enjoy more benefits by playing more, appeals to new potential customers and rewards your VIPs.

Share this: Facebook LinkedIn Like Loading When I listed my expectations for , the one that generated the most conversation was that the convergence between Real Money Gaming and social casino would accelerate.

The underlying driver of this convergence is that both ecosystems are strong and have many learnings to offer. Real Money casinos focus on adding more content slots and table games to increase revenue. While social casino operators also will profess content is king and acknowledge that new games are the strongest driver of KPIs, they do not have the singular focus on adding content that their Real Money counterparts have.

Most social casino companies are happy releasing a new slot every second week and launching with machines. Conversely, the top Real Money casinos often have over slots and introduce new games much more rapidly. Given the proven results from launching new content, social casinos should look at much more aggressive content schedules.

To achieve this result, social casinos will need to move from their reliance on exclusive, homemade content. Real Money operators can launch hundreds of games because they license the slots non-exclusively, thus providing access to thousands of slot machines and table games.

While exclusivity does provide a unique selling point, many of the homemade social slots are not truly unique.

They have common themes and standard math, they are effectively a commodity. Thus the exclusivity is only a perceived advantage, it has no value to the player. Rather than recreating the wheel for every machine, social casinos can still create a unique machine every two weeks or four weeks or one week but supplement it with non-exclusive content from the many third-party slot developers.

While most social casino operators are focused on creating a strong slots app and then optimizing acquisition for that app, Real Money operators have a more robust model. While they still will acquire slots players for their casino products, they have entire verticals that exist largely to acquire players that can be cross-sold into casino.

Virtually all the Real Money Bingo products derive the bulk of their revenue from slots. While sports betting is a profitable real money vertical on its own, all of the major sports betting companies rely on slots to drive LTV and allow for more aggressive user acquisition.

In the social space, the siloes are much stronger. Only Kama Games, which uses products like Blackjackist and Roulettist to drive traffic to its poker offering, regularly uses other casino mechanics to acquire players and then cross sell them to its core poker product.

Social game companies need to look more at their ecosystem rather than individual products. This will allow them to acquire more players at a higher ROI. All successful social casino products are based on mechanics proven in the real money space either land based or online but not all real money gaming mechanics have made it to social casino.

One of the challenges faced by social casino is that the number of players is no longer growing. While revenue continues to increase, it is driven by better monetization of the player base, rather than expanding the player base.

One of the most obvious ways to appeal to more players is offering more gameplay options. While 73 percent of social casino players are female, 65 percent of real money gamers and 55 percent of real money casino players are men. With user growth stagnant in social casino, appealing to a male demographic can expand the market for social casino.

While social casino companies are more sophisticated with their overall digital marketing, Real Money operators are better at using promotional offers to bring in players. Promotions, such as a free money welcome bonus, spin to win, triple winnings their first day playing, etc.

While the cost in Real Money of these promotions is sometimes challenging, in social casino they are less risky as providers are only gifting virtual currency. These offers are complicated by AppStore restrictions but this challenge is not insurmountable and more creative offers will improve social game companies user acquisition efforts.

While social casino is more reliant on VIPs than Real Money casinos, more than 60 percent of social casino revenue comes from 0.

By replicating these practices, social casinos can reduce VIP churn and improve their lifetime value to the company. Although Real Money casino is a larger business, in many ways it is less sophisticated than social gaming.

For many years, Real Money casino operators could succeed by getting a stable product in front of customers. Conversely, social casinos continuously had to optimize all facets of their business to continue growing. This optimization has led to the development of many features and tactics that can benefit Real Money gaming.

Providing progression serves many valuable purposes in games. First, it gives people a reason to play, they want to keep moving forward.

Even in Real Money gaming, studies have shown over 65 percent do not play to win money, thus progression will appeal to the majority of these customers. Progression also prevents churn.

Loss aversion is a very strong driver of behaviour , people do not want to lose something they already have. The endowment effect also explains that they will also overvalue it.

In addition to reducing churn, progression increases engagement. Players want to complete as many levels as quickly as possible. If there are outstanding levels, they will want to reach them as they will want to finish everything open.

Progression also is a strong monetization driver. Candy Crush is a great example of a game genre that did not monetize but by adding progression King. com was able to create a billion-dollar franchise.

Progression prompts players to want to keep playing even when they are out of chips, so thus depositing more, and to play at higher stakes, increasing their bet size.

In the Real Money casino world, where players will often jump between casino offerings to capitalize on the best promotions, progression creates loyal and valuable customers. Social features are another strong behaviour driver that has largely been perfected by free to play games.

Social interaction is a core value for customers, driving success across many industries. While many features satisfy base needs, social interaction appeals to a higher need and thus people are willing to pay more for it and less likely to give it up.

The success of Big Fish Casino, and more recently Huuuge Games , shows how social features can create a unique and very profitable market position.

Outside of the casino space, Clash of Clans is a great example of social features driving billions in revenue.

There are many different types of social features that Real Money casino operators can implement, with some of the most successful including:. Some of these features will work better in certain products than others but a mix of these features will not only create bonds with your players but amongst your players.

Social casino developers provide a much cleaner and smoother user interface UI and user experience UX than real money gaming companies. Players can quickly start playing and there is virtually no learning curve. It is easy to navigate in the product, take advantage of offers and understand every offering.

Real Money, conversely, often overwhelms the customer with choice, increasing the cognitive load. This problem is not only in the lobby but in the products, betting options are often very complex and confusing.

Overall, social gaming companies create an experience much more consistent with customers expectations in While Real Money gaming companies are great at hosting and managing their VIPs, social game companies are much better at giving them incentives and rewards in product.

Virtually all social casinos have an in-game VIP system, where the more VIPs play, the more privileges they earn. This type of automated system provides continuous reinforcement and reminds VIPs why they want to remain in their favourite product.

Within the past year, social casinos have become very adept at creating events that boost engagement. It could be the December Challenge or the Race to the Mountain Top, but in effect it is a collection of challenges and specialized content that is available for a limited time.

Often the player has a chance to win an item s that is only available by completing the event and will not be available again, creating an incentive both to participate and to visit the game regularly so they know about the events.

These events also break the monotony of playing the same games repeatedly. Finally, they can provide an incentive to try new slots or mechanics. The most successful social games are now running at least one event daily and this practice can be replicated in the Real Money world.

A regular schedule of events increase loyalty, engagement and monetization. I, and many others, have written multiple times on how important VIPs are for free-to-play games but one area that is opaque is how do you get VIPs.

Given the importance of VIPs, many think the road to success is stealing VIPs from competitors. This technique works in land based casinos, to a degree, and some other industries, but should not form the foundation of your efforts.

You will be disappointed in the number of VIPs you can steal and will find that overall your game is deficient. Instead, you need to focus on creating VIPs, as that will ensure long-term success. Surprisingly, however, this strategy fails to have a higher ROI than traditional user acquisition, where you cast a wide net.

VIPs love the game they are already playing The first reason that it is very challenging to win over VIPs is that, by definition, they love the game they are currently spending in. They are VIPs because they are highly engaged and thus willing to spend liberally.

A typical new product has to be 9 times better than an existing product to win over a customer. A VIP is going to be even more committed to the existing product, so your game will need to be 10X or 20X better to prompt the VIP switch. It also has to be better in areas the VIP cares about because their needs are already served with their current game.

All games are different Unlike with some businesses, all mobile and social games are different. While players and developers often lament the copycat nature of the industry, there are no identical products in the market. It may just be a different theme or user interface, but there is a difference between games.

In social slots games, everyone has different slot machines. In match-3 games, there are different themes and animations even in games that are largely the same. In land-based casinos, most high-end casinos have the same slot machines.

With department stores, most stores targeting the affluent will carry Gucci. Thus, a VIP at an MGM casino is likely to go to the casino for a game they can play at Caesars or a customer at Nordstrom can find the same product at Nieman Marcus. Conversely, it you love the slots in Hit It Rich! Your spender is not my spender One thing that has surprised me in the mobile game space is that a spender in one game probably will not spend in another.

I have been part of or around multiple initiatives in major mobile gaming companies to move spenders and VIPs to other products. Sometimes we have tried because the games were being phased out or we thought they would continue spending in the existing game and start spending the new game.

All of these efforts have failed. They have not failed due to cannibalization but almost always there has been no correlation between spend in one game and spend in other games.

This surprising result is probably due to the reasons a person monetizes in a particular game. As discussed above, someone will spend in a game because they really love that game.

They are not spending to spend, they are spending to enjoy. Thus, they are no more likely to fall in love with the new game than any other non-spending player. How you should build your VIP base.

If winning over VIPs will not drive your VIP revenue, you need to create your own VIPs. Having a strong VIP base is critical to a successful game, and like most things that drive success; it requires hard work. These efforts range from developing products focused on fostering VIPs, treating your VIPs right and acquiring players most likely to become VIPs.

Building products to create VIPs People become VIPs because they love your game, so you have to create a product with something for them to love. If your game is a weak copy of the market leader, why should they spend in an inferior lookalike unless you are competing on price, which does not work in mobile gaming.

Instead, you need to give players something unique so the 0. Give players unique content that they cannot find anywhere else, if you are in social casino, that means slot machines that are unlike your competitors. Also, give them features that reward a huge commitment.

Love is mutual, and if you are asking for their commitment you must reciprocate. Rather than having some superficial features that get boring after a few hours or days of gameplay, make very deep features that only a few players may ever get through but gives those few VIPs an incredibly deep and fulfilling experience.

Create an in-game VIP program that shows VIPs they are important and advancing. Airlines were the first to roll out frequent flyer programs; you need to have a program focused on rewarding your top players.

A few months ago, I wrote about how to create a top in-product VIP program and the key is creating compelling differentiated benefits and experiences. Treating your VIPs right The second critical element in building a strong VIP base is to have an effective VIP host program.

VIPs are very valuable hence the V in VIP and you need to treat them properly. Many game companies have treated a player who never spends exactly the same as someone who spends thousands. The cost, however, of losing someone who is a great customer is huge so the ROI on investing in keeping this player is also very high.

A good VIP host program will proactively deal with its top customers, ensuring they are happy and anticipating problems before they arise. If someone loved your game at one point, there are likely still elements of the product they love.

Rather than focusing on bringing in new players, also focus on bringing back your VIPs. If you have good VIP hosts, one of their priorities should be to bring back players. Spending part of your user acquisition budget to reacquire churned VIPs is likely to generate higher returns than hunting for new ones.

Adding features or content that your VIPs wanted, and then letting those who left know what you now have, is often a better investment than creating generic new features. You need first to recognize what it is about your game that VIPs love.

I have found it very helpful to understand what is your North Star metric , the metric that indicates if a player will become a VIP i. makes three purchases in their first seven days. You can then optimize your paid user acquisition on players that achieve this North Star metric, even moving to a CPA model where you only pay though pay much more for players who perform this action s.

You can also run lookalike campaigns that target players who look like your VIPs. Unlike targeting players who look like VIPs of competitors, your VIPs love something in your game and if you find similar players, there is a high likelihood they will also love it.

Instead, you need to focus your business on creating a VIP receptive product. From the product development to your marketing, you need to create a holistic experience that appeals to the customers who will drive your business. Key takeaways VIPs, less than 0.

You should focus on building a game that gives people something unique, something they can love, so they will become VIPs. In , if you are not delivering a personalized customer journey in your game or product you will fail. Personalization, for marketing, for customer experience, for CRM, for almost everything, is the current buzzword but it is still rare that companies have a comprehensive plan to create a personal experience.

Personalization is critical not only to a great customer experience but also to optimizing efficiency. Realistically, you are not going to have one-to-one personalization on day one, so you need practical planning to create a personal experience.

If you initially communicate differently with these segments, you will see an increase in overall ROI. You also need to leverage the data you have on customers beyond the typical events.

They noted whether the customers preferred slot or table games, if they participated in gaming tournaments, if they most often came midweek or on the weekend, how often they redeemed offers when they came, what type of entertainment they preferred, which channel of communication they preferred, and a host of other factors.

They used these implied preferences as inclusion and exclusion rules in campaigns. By excluding customers from programs that they had no chance to respond to based on their past behavior, they significantly improved response rates and cost savings. As alluded to above, you do not need to create hundreds of micro-segments initially but you do need to determine which segments you should invest in.

Non-loyal customers represent a particularly attractive segment to target, as this is where you have the biggest opportunity to win market share. In gaming, this creates opportunities, especially in the social and real money casino spaces, where players normally play three to five competitive apps.

Another segment rich with opportunity is defectors. This practice created lower churn and more value from this segment. I have written multiple times about VIP, and you need to ensure your personalization extends to giving VIPs a very special experience.

This includes making sure you not only identify VIPs who make a large purchase in one product or in Caesars case one property but the ones who have the highest lifetime value.

For an online company, the key is looking at number of transactions and adding across products to get the best picture of who your true VIPs are. You then need to treat VIPs in one product as VIPs in all your products. One of the biggest failures of personalization is when a VIP in one product or one retail location then goes to another and is treated as a standard customer.

It is not just personalizing communications that is critical but you also need to personalize all the core functions.

Frequently Asked Questions

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Tendrás que llegar hasta el nivel para abrir esta ranura. No lo descubrirás a menos que lo intentes. No puedo prometerte que lo lograrás, ¡lo único que puedo prometerte es que te divertirás muchísimo en el camino! NOTA: - Estos no son juegos de apuestas con dinero real y están destinados a ofrecer entretenimiento solo para una audiencia adulta.

El primer paso de la seguridad es comprender cómo los desarrolladores recopilan y comparten tus datos. Las prácticas de privacidad y seguridad de datos pueden variar en función del uso de la app, la región y la edad.

El desarrollador proporcionó esta información y podría actualizarla con el tiempo. Esta app podría compartir estos tipos de datos con terceros Información financiera, Actividad en apps y 2 más. Es posible que esta app recopile estos tipos de datos Información financiera, Actividad en apps y 2 más.

Los datos están encriptados en tránsito. No se pueden borrar los datos. watch Reloj. tv TV. Muy entretenido lo único mal q cuando uno apuesta fuerte ya no da oportunidad de ganar y el cerdito a fuerza hay q comprarlo para romperlo.

Esta opinión les resultó útil a 15 personas. Anuncios de entrada, salida y en premios, se pierde el interés. Esta opinión les resultó útil a 16 personas. Es interesante el juego , pero como hace uno para saber si es cierto lo de los pagos , o hay que hacer una consignación o que hay que hacer.

Esta opinión les resultó útil a 24 personas. flag Marcar como inapropiada. public Sitio web. email Correo de ayuda. One minute your readings might be too small. The next they might be too large.

These errors are usually unavoidable and unpredictable. Using directional results is no better than making decisions without numbers, and can lead to the same consequences.

If the consequences are minor, or you know you will pursue a certain strategy regardless, then the AB test is a waste of resources and you should not have deployed it which is fine, not everything needs to be tested. Using directional data, additionally, creates the illusion of a data-driven decision and is subject to confirmation bias, as people use directional data to support decisions they have already made.

I have never heard the phrase directional used when the result is not what the product manager or GM was hoping for. In those cases, the results would be considered inconclusive.

People use directional to justify a course of action where there is no real data. gatcha mechanic, piggy bank, etc. Now, however, there is a real opportunity to disrupt the industry with a new model, subscriptions. I have been in the games industry since and in that time there have only been two new models, try-before-you-buy and free-to-play.

Subscriptions may usher in the next era of gaming. Try-before-you-buy was introduced in the early s and perfected by Big Fish Games, who released via download a game every day that was free for the first hour and then the player would have the option of purchasing the full game.

While the model did not have a huge impact on the traditional game companies who were selling their product for a fixed cost in retail , it was blue ocean as it brought an entirely new demographic into gaming.

Early in the s the gaming industry experienced its greatest disruption. Free-to-play gaming gained traction in the US and Europe after dominating Asian markets.

In this model, games were truly free and over 90 percent of the players would never spend a penny. The games, however, were built to get the most engaged players to spend to improve or speed up their gaming experience, and many of these players would spend tens or even hundreds of thousands of dollars in their favorite games.

Social gaming companies, led by Zynga, gained millions of daily players, pulling them from other gaming or entertainment companies. Free-to-play was truly disruptive. Disney and Electronic Arts both spent hundreds of thousands of dollars to acquire companies in the space.

The concepts behind free-to-play have grown to shape the video game space, even those old-school companies that still monetize with an upfront purchase use in-game monetization to drive their revenue growth. Given the impact of free-to-play and the millionaires it, everyone has been looking for the next disruptive business model.

Based on how other industries are evolving, subscriptions are likely to be the next disruptive model in the game industry,. How subscriptions are changing the world While Asia provided a clue that free-to-play would disrupt Western video game markets, developments in other industries show the likelihood that subscriptions will emerge as a disruptive force.

The largest retailer in the world by market cap , Amazon, uses its Prime subscription service to lock in customers. com, the most important company in the enterprise software space, eschewed the high fixed fee model for a subscription model that left its established competitors in the dust.

Netflix, the second most important entertainment company in the world nobody is beating Disney for a while , gained its position with a subscription model.

Even Disney is betting its future on subscriptions with Disney Plus. Ten years ago, people would not pay for digital content and overall wanted to own things.

People did not pay for music remember Napster. People would buy a DVD or CD, even if they would only experience it once. The examples above and the hundreds I left out show that attitudes have shifted. Millions of people are willing to pay Spotify money every month without owning a song.

According to the Reuters Institute, in the United States, the proportion of people ages eighteen to twenty-four paying for online news leaped from 4 percent in to 18 percent in Attitudes have clearly shifted. Why subscriptions work Subscriptions have succeeded because they better align customers with providers than other business models.

Rather than the linear model of selling a product to a customer, the subscription model creates a dynamic where the company to please constantly its customers. Further driving the success of the subscription model are the benefits it has for the provider.

Subscriptions allow companies to start the month or year with a guaranteed base of business. Rather than having to estimate how many units you will sell, you look at your subscriber base and can accurately forecast your revenue.

This stability allows companies to market aggressively, invest in new content, etc. The subscription model also aligns companies with their customers. They no longer have to segment customers, they now have individual subscribers. With the industry leaders Amazon, Netflix, etc , every subscriber has their own home page, their own activity history, their own red flags, their own algorithmically derived suggestions, their own unique experiences.

And thanks to subscriber IDs, all the boring transactional point-of-sale processes disappeared. As companies can never be too close to their customers, subscriptions create the loop that makes customer intimacy a reality. Will subscriptions work in the game industry Now that we agree that subscriptions are a great opportunity overall, will they work in the game industry.

First, many game companies already are using this model. According to a great blog post by Google , they have seen global growth in game subscriptions of 70 percent year over year.

Second, it is working. According to the post, game companies that have integrated subscriptions experience 20 percent higher retention. They also have seen higher overall monetization. Finally, subscriptions offset risk in developing and launching new content.

They are instrumental in driving down customer acquisition costs as more subscribers sign up and increasing subscriber lifetime value as more subscribers stick around for longer.

How you should implement subscriptions in games While subscriptions are an exciting opportunity, success with the model will come down to execution.

Just as hundreds or thousands of game companies failed to implement successfully free-to-play, succeeding with subscriptions is more difficult than adding another package to your purchase page. There are several core concepts in building a product that leverages subscriptions. The biggest challenge, and most common mistake, game companies face is what to provide for the subscription fee.

The easy answer is virtual currency, after all it is what customers are willing to pay for with in-app purchases. The easy answer is wrong.

Instead, subscriptions need to be thought of as offering highly-retentive long-term access to content, rather than the one-time situational purchase of content offered by IAP.

Successful subscriptions are about giving players access to content and special benefits, access that can be gained or lost. In a social casino, it could be access to new slots or unique table games. In a game like Archero, it could be access to special levels or powers. The benefits could also be exclusive tournaments, special avatars or unique in-game events.

The key, though, is not limiting or even relying on giving players virtual or premium currency but access to a premium experience. Keep it simple One of the core principles in creating successful products is to focus on simplicity, which is often very complex to do, and subscriptions are one area where it is easy to fall into the complexity trap.

Companies with very successful subscription offerings have very few options. If you offer customers too many options, it is likely to overwhelm them and preclude them from choosing any of the options. This concept of cognitive load is critical to the success of many products, from games like slots to apps like Uber.

Cognitive load is how much info people are processing at any one time. Cognitive load is tied to working memory, the more information in that short-term memory the higher the cognitive load.

As cognitive load increases, consumers are less likely to make a purchasing decision. With subscriptions, this is directly tied to the offerings. If a player has different options ranging from the term of the subscription, monthly costs, benefits levels, they are likely to choose none.

Rather than the player finding the one that optimizes their utility to use an economist term, or makes them happiest, to use a human term , they are more likely to shut off and just pass on the offerings.

Instead, offer them one or two at most options. It can be a regular subscription or a premium one additional benefits or a short-term plan and an annual plan.

You do not see Netflix offering ten different types of subscriptions. The key is make it very easy for the player to understand the value and choose between the two plans and whether or not to subscribe.

Keep it honest One of the reasons subscriptions took so long to be commonly accepted is that until recently they were part of a sleazy industry.

Companies would trick customers into signing up for a subscription, then make it very difficult to cancel the subscription. They might let you sign up easily, then require you to call them to cancel at a call center open one hour a week every second week.

Even then, the agent you spoke to would do everything humanly possible to keep you from cancelling, creating an awful experience. These practices soured people overall on signing up for subscriptions. With social media and sites like TrustPilot, word quickly gets out of deceptive subscription tactics.

Preventing customers from leaving or tricking them into subscribing is not only unethical, it is bad business. One of the fundamental values that subscriptions create for a business is the connection with the customer. It forces the company to ensure every month it is creating value for the customer and that is why the customer renews or maintains the subscription.

Everyone on the product team looks at new content and features and judges whether it will help retain customers and bring in new subscribers. While scamming customers may bring short term gain, it is the customer connection that subscriptions create that leads to great companies like Amazon, Netflix, Spotify, etc.

The best companies use subscriptions to improve their underlying business. When you build subscriptions into your game, let customer value drive the offering rather than tricks on keeping customers from cancelling. Build a loop A successful subscription plan should be tied to engagement in the underlying game.

The more a customer plays the game, the higher the value of the subscription. Looking outside the game industry, airlines have done a good job of creating a loop around their frequent flier programs.

With frequent flier programs, members improve their status by flying more or buying expensive tickets, such as business class.

Evolve benefits Another important element of a successful subscription program is that benefits evolve. Most free-to-play games generate percent of their revenue from the top 1 or 2 percent of players.

Many product managers have avoided subscription programs because of concern on how it would impact VIPs. If a player can subscribe to a VIP program for a fixed sum, the concern is that would put a cap on how much the VIP would spend in the game. This concern leads back to the first point on subscription design, that is should be about access, not a replacement for existing purchases.

Thus, the subscription plan might give the VIP access to slots they would love to play but not chips to play those slots. When thinking about your VIPs, do not forget they are already VIPs.

Instead, turn the subscription into a celebration of their VIP status. Give them a free subscription, the goodwill will be worth much more than the short term revenue you would generate from forcing your VIP to purchase a subscription.

Use subscriptions to drive acquisition and convert players In addition to driving monetization and engagement, subscriptions are a great way of increasing retention they are also a strong acquisition tool and powerful CRM element early in the product life cycle. First, an offer of a one or three month complimentary subscription can entice a potential customer not only to try your game but invest time to learn about your product.

Second, subscriptions can help convert players into customers of in-app purchases. They provide a way to let players see and test the spectrum of in-app offerings. These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount.

Third, subscriptions can increase virality, helping your existing users bring in new customers. Campaigns that let your subscribers give free months to their friends, and get free months themselves, are very effective at driving new user acquisition. For example, a promotion where a player can gift a new player three free months, and get a free month for every new player who signs up, helps you acquire players with the only cost being the lost subscription revenue of your advocate.

Making subscriptions a reality Rather than being a follower, future successful game companies will push forward with subscriptions and help disrupt the industry, not react to the disruption. By focusing on execution and building a strong subscription offering, it is likely we will see the next Netflix or Spotify.

Key takeaways Many industries are evolving from a discrete purchase model to a subscription model. From retail Amazon to music Spotify to entertainment Netflix to enterprise software Salesforce. com , the subscription model is redefining winners and losers.

The game industry will eventually succumb to the same forces. To create a successful subscription program, the offering needs to center around providing customers with unique access and benefits, not replicating what they get when making in-app purchases.

Successful subscriptions also need to build an honest relationship with players, provide simple options, create a loop where subscribers enjoy more benefits by playing more, appeals to new potential customers and rewards your VIPs.

Share this: Facebook LinkedIn Like Loading When I listed my expectations for , the one that generated the most conversation was that the convergence between Real Money Gaming and social casino would accelerate.

The underlying driver of this convergence is that both ecosystems are strong and have many learnings to offer. Real Money casinos focus on adding more content slots and table games to increase revenue.

While social casino operators also will profess content is king and acknowledge that new games are the strongest driver of KPIs, they do not have the singular focus on adding content that their Real Money counterparts have.

Most social casino companies are happy releasing a new slot every second week and launching with machines. Conversely, the top Real Money casinos often have over slots and introduce new games much more rapidly.

Given the proven results from launching new content, social casinos should look at much more aggressive content schedules. To achieve this result, social casinos will need to move from their reliance on exclusive, homemade content. Real Money operators can launch hundreds of games because they license the slots non-exclusively, thus providing access to thousands of slot machines and table games.

While exclusivity does provide a unique selling point, many of the homemade social slots are not truly unique. They have common themes and standard math, they are effectively a commodity.

Thus the exclusivity is only a perceived advantage, it has no value to the player. Rather than recreating the wheel for every machine, social casinos can still create a unique machine every two weeks or four weeks or one week but supplement it with non-exclusive content from the many third-party slot developers.

While most social casino operators are focused on creating a strong slots app and then optimizing acquisition for that app, Real Money operators have a more robust model.

While they still will acquire slots players for their casino products, they have entire verticals that exist largely to acquire players that can be cross-sold into casino. Virtually all the Real Money Bingo products derive the bulk of their revenue from slots.

While sports betting is a profitable real money vertical on its own, all of the major sports betting companies rely on slots to drive LTV and allow for more aggressive user acquisition. In the social space, the siloes are much stronger. Only Kama Games, which uses products like Blackjackist and Roulettist to drive traffic to its poker offering, regularly uses other casino mechanics to acquire players and then cross sell them to its core poker product.

Social game companies need to look more at their ecosystem rather than individual products. This will allow them to acquire more players at a higher ROI. All successful social casino products are based on mechanics proven in the real money space either land based or online but not all real money gaming mechanics have made it to social casino.

One of the challenges faced by social casino is that the number of players is no longer growing. While revenue continues to increase, it is driven by better monetization of the player base, rather than expanding the player base.

One of the most obvious ways to appeal to more players is offering more gameplay options. While 73 percent of social casino players are female, 65 percent of real money gamers and 55 percent of real money casino players are men.

With user growth stagnant in social casino, appealing to a male demographic can expand the market for social casino. While social casino companies are more sophisticated with their overall digital marketing, Real Money operators are better at using promotional offers to bring in players.

Promotions, such as a free money welcome bonus, spin to win, triple winnings their first day playing, etc. While the cost in Real Money of these promotions is sometimes challenging, in social casino they are less risky as providers are only gifting virtual currency.

These offers are complicated by AppStore restrictions but this challenge is not insurmountable and more creative offers will improve social game companies user acquisition efforts. While social casino is more reliant on VIPs than Real Money casinos, more than 60 percent of social casino revenue comes from 0.

By replicating these practices, social casinos can reduce VIP churn and improve their lifetime value to the company. Although Real Money casino is a larger business, in many ways it is less sophisticated than social gaming.

For many years, Real Money casino operators could succeed by getting a stable product in front of customers. Conversely, social casinos continuously had to optimize all facets of their business to continue growing. This optimization has led to the development of many features and tactics that can benefit Real Money gaming.

Providing progression serves many valuable purposes in games. First, it gives people a reason to play, they want to keep moving forward. Even in Real Money gaming, studies have shown over 65 percent do not play to win money, thus progression will appeal to the majority of these customers.

Progression also prevents churn. Loss aversion is a very strong driver of behaviour , people do not want to lose something they already have. The endowment effect also explains that they will also overvalue it. In addition to reducing churn, progression increases engagement.

Players want to complete as many levels as quickly as possible. If there are outstanding levels, they will want to reach them as they will want to finish everything open.

Progression also is a strong monetization driver. Candy Crush is a great example of a game genre that did not monetize but by adding progression King. com was able to create a billion-dollar franchise. Progression prompts players to want to keep playing even when they are out of chips, so thus depositing more, and to play at higher stakes, increasing their bet size.

In the Real Money casino world, where players will often jump between casino offerings to capitalize on the best promotions, progression creates loyal and valuable customers. Social features are another strong behaviour driver that has largely been perfected by free to play games.

Social interaction is a core value for customers, driving success across many industries. While many features satisfy base needs, social interaction appeals to a higher need and thus people are willing to pay more for it and less likely to give it up. The success of Big Fish Casino, and more recently Huuuge Games , shows how social features can create a unique and very profitable market position.

Outside of the casino space, Clash of Clans is a great example of social features driving billions in revenue. There are many different types of social features that Real Money casino operators can implement, with some of the most successful including:.

Some of these features will work better in certain products than others but a mix of these features will not only create bonds with your players but amongst your players. Social casino developers provide a much cleaner and smoother user interface UI and user experience UX than real money gaming companies.

Players can quickly start playing and there is virtually no learning curve. It is easy to navigate in the product, take advantage of offers and understand every offering. Real Money, conversely, often overwhelms the customer with choice, increasing the cognitive load.

This problem is not only in the lobby but in the products, betting options are often very complex and confusing. Overall, social gaming companies create an experience much more consistent with customers expectations in While Real Money gaming companies are great at hosting and managing their VIPs, social game companies are much better at giving them incentives and rewards in product.

Virtually all social casinos have an in-game VIP system, where the more VIPs play, the more privileges they earn. This type of automated system provides continuous reinforcement and reminds VIPs why they want to remain in their favourite product.

Within the past year, social casinos have become very adept at creating events that boost engagement. It could be the December Challenge or the Race to the Mountain Top, but in effect it is a collection of challenges and specialized content that is available for a limited time.

Often the player has a chance to win an item s that is only available by completing the event and will not be available again, creating an incentive both to participate and to visit the game regularly so they know about the events. These events also break the monotony of playing the same games repeatedly.

Finally, they can provide an incentive to try new slots or mechanics. The most successful social games are now running at least one event daily and this practice can be replicated in the Real Money world. A regular schedule of events increase loyalty, engagement and monetization.

I, and many others, have written multiple times on how important VIPs are for free-to-play games but one area that is opaque is how do you get VIPs. Given the importance of VIPs, many think the road to success is stealing VIPs from competitors. This technique works in land based casinos, to a degree, and some other industries, but should not form the foundation of your efforts.

You will be disappointed in the number of VIPs you can steal and will find that overall your game is deficient. Instead, you need to focus on creating VIPs, as that will ensure long-term success. Surprisingly, however, this strategy fails to have a higher ROI than traditional user acquisition, where you cast a wide net.

VIPs love the game they are already playing The first reason that it is very challenging to win over VIPs is that, by definition, they love the game they are currently spending in. They are VIPs because they are highly engaged and thus willing to spend liberally.

A typical new product has to be 9 times better than an existing product to win over a customer. A VIP is going to be even more committed to the existing product, so your game will need to be 10X or 20X better to prompt the VIP switch.

It also has to be better in areas the VIP cares about because their needs are already served with their current game. All games are different Unlike with some businesses, all mobile and social games are different.

While players and developers often lament the copycat nature of the industry, there are no identical products in the market. It may just be a different theme or user interface, but there is a difference between games.

In social slots games, everyone has different slot machines. In match-3 games, there are different themes and animations even in games that are largely the same.

In land-based casinos, most high-end casinos have the same slot machines. With department stores, most stores targeting the affluent will carry Gucci. Thus, a VIP at an MGM casino is likely to go to the casino for a game they can play at Caesars or a customer at Nordstrom can find the same product at Nieman Marcus.

Conversely, it you love the slots in Hit It Rich! Your spender is not my spender One thing that has surprised me in the mobile game space is that a spender in one game probably will not spend in another. I have been part of or around multiple initiatives in major mobile gaming companies to move spenders and VIPs to other products.

Sometimes we have tried because the games were being phased out or we thought they would continue spending in the existing game and start spending the new game. All of these efforts have failed. They have not failed due to cannibalization but almost always there has been no correlation between spend in one game and spend in other games.

This surprising result is probably due to the reasons a person monetizes in a particular game. As discussed above, someone will spend in a game because they really love that game. They are not spending to spend, they are spending to enjoy. Thus, they are no more likely to fall in love with the new game than any other non-spending player.

How you should build your VIP base. If winning over VIPs will not drive your VIP revenue, you need to create your own VIPs. Having a strong VIP base is critical to a successful game, and like most things that drive success; it requires hard work.

These efforts range from developing products focused on fostering VIPs, treating your VIPs right and acquiring players most likely to become VIPs. Building products to create VIPs People become VIPs because they love your game, so you have to create a product with something for them to love.

If your game is a weak copy of the market leader, why should they spend in an inferior lookalike unless you are competing on price, which does not work in mobile gaming. Instead, you need to give players something unique so the 0.

Give players unique content that they cannot find anywhere else, if you are in social casino, that means slot machines that are unlike your competitors. Also, give them features that reward a huge commitment.

Which are the VIP subscription benefits? — Burraco e Pinelle Online Help Center

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shield Política de Privacidad. Slots -Slot Machine Era of Magic Wars. Magic War Legends. Tragamonedas de frutas Máquinas Tragamonedas. Epic Jackpot justo. Slots Casino - Jackpot Mania. VIP is a monthly subscription which can be cancelled at any time. If your VIP has expired, you will no longer be able to reactivate the VIP slot.

You will need to purchase a new VIP slot. If slots are currently sold out for that VIP, you will need to wait till it comes back in stock. If you are currently in queue, you will need to exit the server queue and rejoin.

Please submit a ticket so our Support Team can resolve your issue as quickly as possible - www. Your VIP will automatically be active after purchasing. If this doesn't work, wait one minute before retrying.

If you are still unable to skip the queue, please submit a support ticket - www. VIP does not exempt you from our server rules so please make sure to follow them to ensure you do not get banned from our servers - www. Sometimes a payment takes time to process.

Payments can be delayed for all manner of reasons for example, PayPal holding the funds and are typically outside of Rustafied's control. Occasionally our payment processors will flag certain transactions to verify that it is not fraudulent. We will need you to provide us with further information to complete the transaction.

If this is the case, you will receive an email from us asking for further documentation. If you are unable to provide us with the documentation within 24 hours, your transaction will be cancelled and the funds will be released.

You will see the funds back to your account within business days. Note that if you reattempt payment, it will continue to flag your transactions until the required documentation is provided.

If you need additional assistance or have any questions, please submit a support ticket - www. We do not offer gift cards for purchase within our store.

The quickest way to receive support for VIP is by submitting a support ticket here - www. We do not frequently monitor emails so if you do submit an email inquiry, you will most likely receive an automatic response to submit a support ticket from the account that you had purchased VIP from.

It can take time to find enough evidence to ban a hacker. Our moderation team works as quickly as possible with the tools that they have to remove hackers as soon as possible.

com so that our moderators can look into it. You will get a notice if action is taken on a report you submitted.

We need conclusive evidence to support all bans and this is the case with hacker associations as well. Once we have the supporting evidence, then we will issue an association ban. VAC banned players are allowed to play on Rustafied servers provided that the ban s in question are over days old.

It sucks to lose your loot and we understand your frustration. However, we do not interfere with gameplay and cannot return your loot. We currently allow teams on our Trio servers to replace one member within their group per wipe, the removed member must not be allowed to return during the course of that wipe.

Of course we also suggest you don't base near or purposely interact with your old team members again for the remainder of the wipe. To make sure you have a good team for that wipe, we would highly suggest you vet your teammates and are confident they will stick around for the long haul.

Streamers take the inherent risk of broadcasting their location and activity on Rust. That being said, we do police toxic behavior. com so that our moderators can investigate. Note that we are not the game developers. Any bugs that make their way into the game are usually resolved by Facepunch.

To report a bug to the developers, press F7 while in-game and follow the instructions that pop up. Rustafied usually does not police exploits unless they cause significant issues to the servers.

If this is the case, expect announcements to be made on our main site and our Discord - www. If you found yourself to be banned on Rustafied servers, please submit a support ticket to have your ban reviewed. Go to www. Note that one of our moderators will review your ban and depending on their availability it may take anywhere up to hours for a response.

We understand that connecting via a VPN or proxy service is necessary for some players and so we have a whitelisting functionality. com bottom left after you log in.

When whitelisting multiple accounts, we'll require you to submit a ticket for manual approval. Certain offensive language and spam is not tolerated on our servers. Our moderators may issue a mute if required and repeated infractions can lead to a toxic behavior ban.

If you believe this is an error or that your mute should be lifted, please submit a support ticket here - www. We do not interfere with the gameplay, this includes any removal of entities, doors, walls, or bases. This is part of our vanilla experience.

We let you have the fun of tearing it down and taking the goodies inside. We aim to have tickets responded to within hours. We do not discuss bans outside of the banned individual. Please have your friend submit their own ban appeal here - www.

It may be tempting to spam our Discord with messages to try and get help but not all our moderators are available on Discord. If you have an admin abuse complaint, you can send an email to rustafied gmail.

com where it will be investigated. Note that you will receive an auto-response which is setup to redirect players to the Support System. Please rest assure that your admin abuse complaint will be investigated internally.

We have various servers that wipe at different times. A detailed wipe schedule can be found in our Discord - www. The first Thursday of each month Facepunch releases a monthly Rust update.

This update requires all Rust servers to undergo a 'forced' map wipe, meaning that regardless of which server you play on, all servers throughout the game will be map wiped.

This update is usually released around 2pm EST and we will only wipe when the update is released for both server and client. If you want to know when the actual wipe happens on first Thursdays, you can watch the Rustafied Twitch stream - www. On such an occasion blueprints on all servers will also wipe.

Detailed wipe schedule information can be found in our Discord - www. A server restart is not a silver bullet to server issues; instead it tends to be a placebo given there are fewer players online temporarily; only for the issues to resurface once everybody has reconnected.

You can post in our Discord to notify the team that there are issues with the server you are on or alternatively you can submit a support ticket. Our Systems team has a suite of monitoring tools at their disposal and are typically alerted ahead of time if there are any major technical issues arising on servers.

View fullsize. Frequently Asked Questions.

Which are the VIP subscription benefits?

This concept of cognitive load is critical to the success of many products, from games like slots to apps like Uber.

Cognitive load is how much info people are processing at any one time. Cognitive load is tied to working memory, the more information in that short-term memory the higher the cognitive load. As cognitive load increases, consumers are less likely to make a purchasing decision. With subscriptions, this is directly tied to the offerings.

If a player has different options ranging from the term of the subscription, monthly costs, benefits levels, they are likely to choose none. Rather than the player finding the one that optimizes their utility to use an economist term, or makes them happiest, to use a human term , they are more likely to shut off and just pass on the offerings.

Instead, offer them one or two at most options. It can be a regular subscription or a premium one additional benefits or a short-term plan and an annual plan.

You do not see Netflix offering ten different types of subscriptions. The key is make it very easy for the player to understand the value and choose between the two plans and whether or not to subscribe. Keep it honest One of the reasons subscriptions took so long to be commonly accepted is that until recently they were part of a sleazy industry.

Companies would trick customers into signing up for a subscription, then make it very difficult to cancel the subscription. They might let you sign up easily, then require you to call them to cancel at a call center open one hour a week every second week. Even then, the agent you spoke to would do everything humanly possible to keep you from cancelling, creating an awful experience.

These practices soured people overall on signing up for subscriptions. With social media and sites like TrustPilot, word quickly gets out of deceptive subscription tactics. Preventing customers from leaving or tricking them into subscribing is not only unethical, it is bad business.

One of the fundamental values that subscriptions create for a business is the connection with the customer. It forces the company to ensure every month it is creating value for the customer and that is why the customer renews or maintains the subscription.

Everyone on the product team looks at new content and features and judges whether it will help retain customers and bring in new subscribers. While scamming customers may bring short term gain, it is the customer connection that subscriptions create that leads to great companies like Amazon, Netflix, Spotify, etc.

The best companies use subscriptions to improve their underlying business. When you build subscriptions into your game, let customer value drive the offering rather than tricks on keeping customers from cancelling. Build a loop A successful subscription plan should be tied to engagement in the underlying game.

The more a customer plays the game, the higher the value of the subscription. Looking outside the game industry, airlines have done a good job of creating a loop around their frequent flier programs.

With frequent flier programs, members improve their status by flying more or buying expensive tickets, such as business class. Evolve benefits Another important element of a successful subscription program is that benefits evolve. Most free-to-play games generate percent of their revenue from the top 1 or 2 percent of players.

Many product managers have avoided subscription programs because of concern on how it would impact VIPs. If a player can subscribe to a VIP program for a fixed sum, the concern is that would put a cap on how much the VIP would spend in the game.

This concern leads back to the first point on subscription design, that is should be about access, not a replacement for existing purchases. Thus, the subscription plan might give the VIP access to slots they would love to play but not chips to play those slots.

When thinking about your VIPs, do not forget they are already VIPs. Instead, turn the subscription into a celebration of their VIP status. Give them a free subscription, the goodwill will be worth much more than the short term revenue you would generate from forcing your VIP to purchase a subscription.

Use subscriptions to drive acquisition and convert players In addition to driving monetization and engagement, subscriptions are a great way of increasing retention they are also a strong acquisition tool and powerful CRM element early in the product life cycle.

First, an offer of a one or three month complimentary subscription can entice a potential customer not only to try your game but invest time to learn about your product. Second, subscriptions can help convert players into customers of in-app purchases.

They provide a way to let players see and test the spectrum of in-app offerings. These subscriptions feature exclusive rewards that a potential buyer would want in addition to a sales discount.

Third, subscriptions can increase virality, helping your existing users bring in new customers. Campaigns that let your subscribers give free months to their friends, and get free months themselves, are very effective at driving new user acquisition.

For example, a promotion where a player can gift a new player three free months, and get a free month for every new player who signs up, helps you acquire players with the only cost being the lost subscription revenue of your advocate.

Making subscriptions a reality Rather than being a follower, future successful game companies will push forward with subscriptions and help disrupt the industry, not react to the disruption. By focusing on execution and building a strong subscription offering, it is likely we will see the next Netflix or Spotify.

Key takeaways Many industries are evolving from a discrete purchase model to a subscription model. From retail Amazon to music Spotify to entertainment Netflix to enterprise software Salesforce.

com , the subscription model is redefining winners and losers. The game industry will eventually succumb to the same forces. To create a successful subscription program, the offering needs to center around providing customers with unique access and benefits, not replicating what they get when making in-app purchases.

Successful subscriptions also need to build an honest relationship with players, provide simple options, create a loop where subscribers enjoy more benefits by playing more, appeals to new potential customers and rewards your VIPs. Share this: Facebook LinkedIn Like Loading When I listed my expectations for , the one that generated the most conversation was that the convergence between Real Money Gaming and social casino would accelerate.

The underlying driver of this convergence is that both ecosystems are strong and have many learnings to offer. Real Money casinos focus on adding more content slots and table games to increase revenue.

While social casino operators also will profess content is king and acknowledge that new games are the strongest driver of KPIs, they do not have the singular focus on adding content that their Real Money counterparts have. Most social casino companies are happy releasing a new slot every second week and launching with machines.

Conversely, the top Real Money casinos often have over slots and introduce new games much more rapidly. Given the proven results from launching new content, social casinos should look at much more aggressive content schedules. To achieve this result, social casinos will need to move from their reliance on exclusive, homemade content.

Real Money operators can launch hundreds of games because they license the slots non-exclusively, thus providing access to thousands of slot machines and table games. While exclusivity does provide a unique selling point, many of the homemade social slots are not truly unique. They have common themes and standard math, they are effectively a commodity.

Thus the exclusivity is only a perceived advantage, it has no value to the player. Rather than recreating the wheel for every machine, social casinos can still create a unique machine every two weeks or four weeks or one week but supplement it with non-exclusive content from the many third-party slot developers.

While most social casino operators are focused on creating a strong slots app and then optimizing acquisition for that app, Real Money operators have a more robust model. While they still will acquire slots players for their casino products, they have entire verticals that exist largely to acquire players that can be cross-sold into casino.

Virtually all the Real Money Bingo products derive the bulk of their revenue from slots. While sports betting is a profitable real money vertical on its own, all of the major sports betting companies rely on slots to drive LTV and allow for more aggressive user acquisition.

In the social space, the siloes are much stronger. Only Kama Games, which uses products like Blackjackist and Roulettist to drive traffic to its poker offering, regularly uses other casino mechanics to acquire players and then cross sell them to its core poker product.

Social game companies need to look more at their ecosystem rather than individual products. This will allow them to acquire more players at a higher ROI. All successful social casino products are based on mechanics proven in the real money space either land based or online but not all real money gaming mechanics have made it to social casino.

One of the challenges faced by social casino is that the number of players is no longer growing. While revenue continues to increase, it is driven by better monetization of the player base, rather than expanding the player base.

One of the most obvious ways to appeal to more players is offering more gameplay options. While 73 percent of social casino players are female, 65 percent of real money gamers and 55 percent of real money casino players are men.

With user growth stagnant in social casino, appealing to a male demographic can expand the market for social casino.

While social casino companies are more sophisticated with their overall digital marketing, Real Money operators are better at using promotional offers to bring in players.

Promotions, such as a free money welcome bonus, spin to win, triple winnings their first day playing, etc. While the cost in Real Money of these promotions is sometimes challenging, in social casino they are less risky as providers are only gifting virtual currency.

These offers are complicated by AppStore restrictions but this challenge is not insurmountable and more creative offers will improve social game companies user acquisition efforts.

While social casino is more reliant on VIPs than Real Money casinos, more than 60 percent of social casino revenue comes from 0. By replicating these practices, social casinos can reduce VIP churn and improve their lifetime value to the company.

Although Real Money casino is a larger business, in many ways it is less sophisticated than social gaming. For many years, Real Money casino operators could succeed by getting a stable product in front of customers.

Conversely, social casinos continuously had to optimize all facets of their business to continue growing. This optimization has led to the development of many features and tactics that can benefit Real Money gaming.

Providing progression serves many valuable purposes in games. First, it gives people a reason to play, they want to keep moving forward. Even in Real Money gaming, studies have shown over 65 percent do not play to win money, thus progression will appeal to the majority of these customers.

Progression also prevents churn. Loss aversion is a very strong driver of behaviour , people do not want to lose something they already have. The endowment effect also explains that they will also overvalue it.

In addition to reducing churn, progression increases engagement. Players want to complete as many levels as quickly as possible. If there are outstanding levels, they will want to reach them as they will want to finish everything open.

Progression also is a strong monetization driver. Candy Crush is a great example of a game genre that did not monetize but by adding progression King. com was able to create a billion-dollar franchise. Progression prompts players to want to keep playing even when they are out of chips, so thus depositing more, and to play at higher stakes, increasing their bet size.

In the Real Money casino world, where players will often jump between casino offerings to capitalize on the best promotions, progression creates loyal and valuable customers. Social features are another strong behaviour driver that has largely been perfected by free to play games.

Social interaction is a core value for customers, driving success across many industries. While many features satisfy base needs, social interaction appeals to a higher need and thus people are willing to pay more for it and less likely to give it up.

The success of Big Fish Casino, and more recently Huuuge Games , shows how social features can create a unique and very profitable market position. Outside of the casino space, Clash of Clans is a great example of social features driving billions in revenue.

There are many different types of social features that Real Money casino operators can implement, with some of the most successful including:. Some of these features will work better in certain products than others but a mix of these features will not only create bonds with your players but amongst your players.

Social casino developers provide a much cleaner and smoother user interface UI and user experience UX than real money gaming companies. Players can quickly start playing and there is virtually no learning curve. It is easy to navigate in the product, take advantage of offers and understand every offering.

Real Money, conversely, often overwhelms the customer with choice, increasing the cognitive load. This problem is not only in the lobby but in the products, betting options are often very complex and confusing. Overall, social gaming companies create an experience much more consistent with customers expectations in While Real Money gaming companies are great at hosting and managing their VIPs, social game companies are much better at giving them incentives and rewards in product.

Virtually all social casinos have an in-game VIP system, where the more VIPs play, the more privileges they earn. This type of automated system provides continuous reinforcement and reminds VIPs why they want to remain in their favourite product.

Within the past year, social casinos have become very adept at creating events that boost engagement. It could be the December Challenge or the Race to the Mountain Top, but in effect it is a collection of challenges and specialized content that is available for a limited time.

Often the player has a chance to win an item s that is only available by completing the event and will not be available again, creating an incentive both to participate and to visit the game regularly so they know about the events. These events also break the monotony of playing the same games repeatedly.

Finally, they can provide an incentive to try new slots or mechanics. The most successful social games are now running at least one event daily and this practice can be replicated in the Real Money world. A regular schedule of events increase loyalty, engagement and monetization.

I, and many others, have written multiple times on how important VIPs are for free-to-play games but one area that is opaque is how do you get VIPs.

Given the importance of VIPs, many think the road to success is stealing VIPs from competitors. This technique works in land based casinos, to a degree, and some other industries, but should not form the foundation of your efforts.

You will be disappointed in the number of VIPs you can steal and will find that overall your game is deficient. Instead, you need to focus on creating VIPs, as that will ensure long-term success. Surprisingly, however, this strategy fails to have a higher ROI than traditional user acquisition, where you cast a wide net.

VIPs love the game they are already playing The first reason that it is very challenging to win over VIPs is that, by definition, they love the game they are currently spending in. They are VIPs because they are highly engaged and thus willing to spend liberally. A typical new product has to be 9 times better than an existing product to win over a customer.

A VIP is going to be even more committed to the existing product, so your game will need to be 10X or 20X better to prompt the VIP switch. It also has to be better in areas the VIP cares about because their needs are already served with their current game.

All games are different Unlike with some businesses, all mobile and social games are different. While players and developers often lament the copycat nature of the industry, there are no identical products in the market.

It may just be a different theme or user interface, but there is a difference between games. In social slots games, everyone has different slot machines.

In match-3 games, there are different themes and animations even in games that are largely the same. In land-based casinos, most high-end casinos have the same slot machines. With department stores, most stores targeting the affluent will carry Gucci. Thus, a VIP at an MGM casino is likely to go to the casino for a game they can play at Caesars or a customer at Nordstrom can find the same product at Nieman Marcus.

Conversely, it you love the slots in Hit It Rich! Your spender is not my spender One thing that has surprised me in the mobile game space is that a spender in one game probably will not spend in another. I have been part of or around multiple initiatives in major mobile gaming companies to move spenders and VIPs to other products.

Sometimes we have tried because the games were being phased out or we thought they would continue spending in the existing game and start spending the new game. All of these efforts have failed. They have not failed due to cannibalization but almost always there has been no correlation between spend in one game and spend in other games.

This surprising result is probably due to the reasons a person monetizes in a particular game. As discussed above, someone will spend in a game because they really love that game. They are not spending to spend, they are spending to enjoy.

Thus, they are no more likely to fall in love with the new game than any other non-spending player. How you should build your VIP base.

If winning over VIPs will not drive your VIP revenue, you need to create your own VIPs. Having a strong VIP base is critical to a successful game, and like most things that drive success; it requires hard work.

These efforts range from developing products focused on fostering VIPs, treating your VIPs right and acquiring players most likely to become VIPs. Building products to create VIPs People become VIPs because they love your game, so you have to create a product with something for them to love.

If your game is a weak copy of the market leader, why should they spend in an inferior lookalike unless you are competing on price, which does not work in mobile gaming. Instead, you need to give players something unique so the 0.

Give players unique content that they cannot find anywhere else, if you are in social casino, that means slot machines that are unlike your competitors. Also, give them features that reward a huge commitment. Love is mutual, and if you are asking for their commitment you must reciprocate.

Rather than having some superficial features that get boring after a few hours or days of gameplay, make very deep features that only a few players may ever get through but gives those few VIPs an incredibly deep and fulfilling experience.

Create an in-game VIP program that shows VIPs they are important and advancing. Airlines were the first to roll out frequent flyer programs; you need to have a program focused on rewarding your top players. A few months ago, I wrote about how to create a top in-product VIP program and the key is creating compelling differentiated benefits and experiences.

Treating your VIPs right The second critical element in building a strong VIP base is to have an effective VIP host program.

VIPs are very valuable hence the V in VIP and you need to treat them properly. Many game companies have treated a player who never spends exactly the same as someone who spends thousands. The cost, however, of losing someone who is a great customer is huge so the ROI on investing in keeping this player is also very high.

A good VIP host program will proactively deal with its top customers, ensuring they are happy and anticipating problems before they arise. If someone loved your game at one point, there are likely still elements of the product they love.

Rather than focusing on bringing in new players, also focus on bringing back your VIPs. If you have good VIP hosts, one of their priorities should be to bring back players.

Spending part of your user acquisition budget to reacquire churned VIPs is likely to generate higher returns than hunting for new ones. Adding features or content that your VIPs wanted, and then letting those who left know what you now have, is often a better investment than creating generic new features.

You need first to recognize what it is about your game that VIPs love. I have found it very helpful to understand what is your North Star metric , the metric that indicates if a player will become a VIP i.

makes three purchases in their first seven days. You can then optimize your paid user acquisition on players that achieve this North Star metric, even moving to a CPA model where you only pay though pay much more for players who perform this action s. You can also run lookalike campaigns that target players who look like your VIPs.

Unlike targeting players who look like VIPs of competitors, your VIPs love something in your game and if you find similar players, there is a high likelihood they will also love it.

Instead, you need to focus your business on creating a VIP receptive product. From the product development to your marketing, you need to create a holistic experience that appeals to the customers who will drive your business.

Key takeaways VIPs, less than 0. You should focus on building a game that gives people something unique, something they can love, so they will become VIPs. In , if you are not delivering a personalized customer journey in your game or product you will fail. Personalization, for marketing, for customer experience, for CRM, for almost everything, is the current buzzword but it is still rare that companies have a comprehensive plan to create a personal experience.

Personalization is critical not only to a great customer experience but also to optimizing efficiency. Realistically, you are not going to have one-to-one personalization on day one, so you need practical planning to create a personal experience. If you initially communicate differently with these segments, you will see an increase in overall ROI.

You also need to leverage the data you have on customers beyond the typical events. They noted whether the customers preferred slot or table games, if they participated in gaming tournaments, if they most often came midweek or on the weekend, how often they redeemed offers when they came, what type of entertainment they preferred, which channel of communication they preferred, and a host of other factors.

They used these implied preferences as inclusion and exclusion rules in campaigns. By excluding customers from programs that they had no chance to respond to based on their past behavior, they significantly improved response rates and cost savings.

As alluded to above, you do not need to create hundreds of micro-segments initially but you do need to determine which segments you should invest in. Non-loyal customers represent a particularly attractive segment to target, as this is where you have the biggest opportunity to win market share.

In gaming, this creates opportunities, especially in the social and real money casino spaces, where players normally play three to five competitive apps. Another segment rich with opportunity is defectors. This practice created lower churn and more value from this segment.

I have written multiple times about VIP, and you need to ensure your personalization extends to giving VIPs a very special experience. This includes making sure you not only identify VIPs who make a large purchase in one product or in Caesars case one property but the ones who have the highest lifetime value.

For an online company, the key is looking at number of transactions and adding across products to get the best picture of who your true VIPs are. You then need to treat VIPs in one product as VIPs in all your products. One of the biggest failures of personalization is when a VIP in one product or one retail location then goes to another and is treated as a standard customer.

It is not just personalizing communications that is critical but you also need to personalize all the core functions. According to Norton, personalization needs to extend to brand, loyalty and customer service.

Customers increasingly want a seamless experience across touchpoints with a brand, and contact channels are often one of the greatest frustration points. Given that you need to personalize all touch points, the one that companies most often miss is customer service. The service profit chain is not a theory but a powerful motivator and value creator.

It is absolutely essential, however, to think about the holistic customer service experience and understand the interplay among various channels.

The call center and other contact channels are a valuable commodity. When personalized, CS can drive revenue and brand advocacy and provide valuable customer data.

CS is also an area for innovation, as you can improve your offering through technology. Customers may embrace technology before your company might, so CS can be a great vehicle to try new tools and channels. To truly leverage customer service as a tool to improve personalization and the customer journey, you need to measure it at a granular level.

This helps drive service improvement efficiently. You need to constantly test to ensure you are personalizing optimally.

This allows companies to find the most appropriate message and to spend. The first step is to automate the test process. If it takes months to evaluate what happened, the results become useless as the competitive landscape has changed.

It is also critical to have a control group for each campaign and program. While this policy seems automatic, there is often pressure to release what you believe is the optimal campaign or communications to everyone, as you do not want to leave money on the table.

This is also a better strategy than a universal control group, which does not show you the relative performance of different marketing programs. As mentioned above, customer service is critical to personalization and measuring customer service with a significant level of granularity provides tremendous insight about the customer experience and helps identify areas for improvement.

The key to success in the current business environment is personalization, your customers expect it, and if you do not deliver they will go to a competitor.

And you need to deliver not only in communication but also in customer service and VIP. Then you need to optimize to ensure you are delivering a truly effective personal experience. This is not a secret to gaining competitive advantage, it is the cost of doing business.

The value of VIPs in social games and social casino is now a truism, everyone realizes that less than 0. This truth has driven many companies to create VIP programs and VIP concierge initiatives.

I am proud to say I built one of the first at Zynga, but in the social space the are often haphazard and do not incorporate the learnings from other industries.

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Play Free. Hide Benefits Comparison Show Benefits Comparison. Log into the game. Open the store by clicking the "Store " button. Click on " Become a VIP" in the top menu. Choose the subscription option that best works for you. Click the Currency button of the plan.

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Click on "Continue". You'll be brought to the "Payment Method" screen. Simply choose a Payment Method that works and click "checkout". Just like LOTRO Point purchases, you will be charged immediately and the time added to your account.

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Last year I wrote Recompensas instantáneas excepcionales one of the most SSlots phrases in business Slohs, Suscripción VIP Slots, became a talking point in US politics last Slootsand Suuscripción are three other words that exasperate me when used by gaming companies. These words — gamification, whales and directional — often drive the wrong actions, ideas or initiatives. Trying to gamify a game is the height of absurdity, or at a minimum shows you have not done your job well. A game, by definition, is a game, so why would you want to add gamification. If done properly, the product already will entertain customers. A successful product will have a strong core game loopthat will drive your players enjoyment, and thus retention and engagement.

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