The world of gaming presents a myriad of monetisation opportunities beyond the app, engaging players to expand their gaming experiences. However, implementing them may not go as smoothly as publishers plan, affecting gamers’ experiences.
Having worked with publishers to implement monetisation strategies, Coda, a provider of content monetisation solutions, recognises the importance of seamless integrations, whether within or outside of the app.
In UpTech Media’s exclusive interview with Coda’s Steven Zhou, managing director of global partnerships, greater APAC, he delves deeper into how publishers can enhance customer user experience and drive engagement through out-of-app purchases while handling challenges in payment aggregation.
From gameplay to out-of-app experience
Many publishers recognise the opportunities to enhance gamers’ experiences even outside of the app, expanding their means of engaging with content. This awareness brought Coda in partnership with interactive entertainment company Electronic Arts (EA) recently, leading to the launch of EA Sports FC Mobile Webstore, which allows gamers access to rewards and product offerings.
“By analysing player preferences and payment behaviours, we helped EA create a user-friendly experience that enhances engagement and deepens their connection with their players,” Steven shared.
Commenting on how the partnership surfaced, Steven said, “Game publishers and creators are increasingly considering direct-to-consumer strategies as they allow them to re-establish direct connections with players. This shift is partly driven by the desire to circumvent the longstanding 30% ‘tax’ imposed by mobile app stores on digital purchases.”
While the webstore was launched in over 60 markets worldwide, Coda was able to ensure that customer experience for each market was localised to meet their unique needs, having offered a wide range of preferred payment methods while leveraging EA’s insights of the gaming community behaviour.
Steven shares that localisation is among the many hurdles that publishers have to deal with when implementing monetisation strategies.
“One of the biggest challenges publishers face is effectively localising their offerings for diverse global markets. This involves understanding and adapting to different cultural preferences, payment methods, and regulatory requirements, which can be quite complex without the right expertise,” Steven explained.
“Integration complexity is another hurdle. Publishers often find it challenging to develop and maintain an out-of-app platform that integrates smoothly with their existing systems and games,” he added.
Additionally, publishers can also find it difficult to allocate their technical resources effectively, a problem to which Coda provides a solution through seamless integration, allowing teams to focus on other important aspects.
“Ultimately, we aim to catalyze growth for publishers in this rapidly changing industry. We help them build stronger connections with their players, maximize revenue growth, and deliver exceptional, market-tailored gaming experiences,” Steven said.
Transforming content monetisation
The visions and goals of publishers and payment aggregators like Coda meet at one point: being able to enhance customer user experience to drive engagement. To achieve this, seamlessness and convenience are key.
“Offering a convenient and intuitive purchasing process is crucial. This means ensuring that the transition from gameplay to purchase is smooth, with minimal friction,” Steven said.
“By leveraging platforms like Coda’s, publishers can provide localised payment options that cater to the preferences of different markets, making it easier for players to complete transactions in ways that feel familiar and convenient,” he added.
Besides effective localisation, publishers can also look at ways to personalise users’ experiences. Coda’s data provides a view of players’ out-of-app engagements, which can help publishers tailor their offerings and promotions according to their preferences.
“This personalised approach not only makes players feel valued but also increases the likelihood of engagement and repeat purchases,” Steven commented.
“Furthermore, publishers can integrate exclusive content or rewards that are only accessible through out-of-app purchases. This could include special items, bonuses, or early access to new features,” he added.
Venturing beyond gaming
Besides gaming, Coda is expanding its horizons to other areas in the digital content industry, along with its move to break away from a payment-focused identity.
Recently, Coda underwent a brand refresh that retired the word ‘payments’ from its name, reflecting its wider capabilities.
“Our new tagline, ‘Customize. Maximize. Monetize.,’ reflects our renewed focus on delivering customized solutions that drive revenue growth for our partners. The fact of the matter is we’re so much more than just payments, and future growth is top of mind for us,” Steven shared.
“Beyond gaming, the broader digital content industry, including streaming services, music platforms and e-commerce, presents a natural extension for our services,” he added.
With sights on the future of payment aggregation, Steven shares how Coda remains committed to revolutionising monetisation for digital content publishers.
“As a strategic monetization partner, we envision a future where accessing and paying for digital content and games is seamless across multiple platforms. We provide customized local payment solutions, helping providers comply with regulations and optimize revenue collection. This effectively addresses the complexities of different payment methods and currencies while ensuring secure transactions and mitigating fraud risks,” Steven said.
Through its evolution as a comprehensive monetisation solutions provider, Coda helps revolutionise the broad digital content industry. By delivering seamless integration, localisation, and personalisation, Coda continues to empower publishers and allows them to level up their strategies for content monetisation.
