The leading mobile & PC game playtesting solution

The client's solutions are used by most large & many medium-sized game studios and publishers. They enable game studios to gather real player insights at scale, to answer questions like how fun a game is, what players think about new DLC, the extent to which the controls are intuitive, and whether player onboarding works as desired.

These insights enable companies to de-risk game development, accelerate feedback loops, and make quick & better development decisions.

I was asked to undertake a top-to-bottom review of their pricing structure for enterprise and midmarket customers, and make actionable, specific recommendations on how to improve or replace that pricing structure.

Highlights

• Customer development program: Planned and executed an extensive interview program with customers across Enterprise and Mid-market segments. The goal was to understand their perceptions of value, willingness to pay, and the specific constraints limiting their volume.
• Internal stakeholder analysis: Conducted in-depth interviews with internal teams (Sales, Customer Success, Product) to identify operational pain points and sales objections related to the current pricing structure.
• Quantitative feature valuation: Designed and analysed a "points allocation" exercise to quantify the relative importance of current and roadmap features. Identified overall trends and split priorities between different customer segments. This led to specific recommendations later on.
• Churn analysis: Analysed historical churn data to determine the role of pricing in customer retention, validating the potential for strategic price adjustments
• AI monetisation strategy: Used Van Westendorp Price Sensitivity Meter (VW PSM) to identify the "zone of acceptable pricing" for new AI features. Recommended a specific usage-based pricing model to monetise these features while also driving feature adoption and usage of the primary proposition.
• Strategic analysis of complements: Identified how the cost of complementary services are bottlenecking demand, and how this problem is actually a remarkable opportunity.
• Pricing & packaging overhaul
  • Recommended specific changes to the current pricing structure, affecting packaging and price points.
  • Made targeted pricing recommendations for different customer segments and packages to better align with the value delivered.
  • Recommended detailed & specific changes to service contracts.
  • Recommended new packaging aimed at unlocking an under-utilised but potentially high-volume usecase.
  • Recommended specific changes to reduce friction during contract renewals
  • Identified latent unserved customer demand, and proposed improvements to a key product area which would unlock that demand.