51: Dealing with Tension Between Product Engagement and Monetization in the Gaming Industry

How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

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2y ago 57:22

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In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Soumeya Benghanem welcome David Lau (Mojang Studios) and Raul Salcedo (Fluent, Inc) to talk about what makes a good PM in the gaming industry. A good PM is someone who is intellectually curious and one who consumes the products because being a PM in this field means you are dealing with consistency in product engagement and formulating strategies to sell within the game.

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

00:00 Intro
04:10 Why should somebody outside of gaming care about this conversation?
06:07 Tracking metrics for gaming customers
15:44 The minimal lovable product
21:51 Tensions between engagement and monetization
30:10 Good PMs understand engagement, acquisition, and monetization
38:44 The 80/20 rule when developing apps
44:12 Setting different types of thresholds when people are overplaying
53:08 Our concluding thoughts