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|Session Name:||Galaxy on Fire 2 - from AAA Premium on iOS to Freemium on Android|
|Company Name(s):||Fishlabs Entertainment GmbH|
|Track / Format:||Smartphone and Tablet Games Summit|
|Overview:||At the time of its launch, Fishlabs' critically acclaimed open space shooter Galaxy on Fire 2 quickly made it into the top 10 grossing in the US, UK and Germany. Permanently featured by Apple and heavily recommended among users, the title has been an ongoing success story for AAA gaming on iOS for almost two years now and it is one of the very few games that can still sustain a $9.99 price tag after more than 18 months on the App Store. While selling DLC via IAP help to increase the ARPU and a second add-on Supernova is close to be being released, the undeniable success of F2P games made an adjustment in the monetization strategy necessary. Significant changes were made to the game on iOS, broadening the way for a fully-fledged F2P "all-Android" version of Galaxy on Fire 2 in Q4 2012. Michael Schade, CEO and Co-Founder, will talk about the sometimes painful process of implementing in-game credits via IAP into Fishlabs' flagship title including pricing strategy, carefully re-balancing the game, tweaking number and value of credit packs as well as interesting user behavior at different price points.|