Case study: How Game Garden personalizes in-game shop and grows revenue with Balancy

Florescence

Meet Game Garden, a Cyprus-based mobile game studio known for its family-friendly titles and highest player ratings. Founded in 2009 and having 25 million players worldwide, Game Garden is launching a new promising title, Florescence. With ambitions to scale and cater to diverse player profiles, the team was looking for a user-friendly solution that would help them segment audiences and continuously experiment with the in-game shop offerings.

Natalia We see big potential in creating personalized shopping experiences for our players, and Balancy has been instrumental in following this vision. With their tools and guidance, we’ve created a dynamic in-game shop that adapts to diverse player segments and supports experimentation as we scale.”

Natalia Mishulina, Producer and Creative Director at Game Garden.

 

Searching for a solution for Florescence

Game Garden’s latest release, Florescense, breathes new life into the merge game genre. Set in a countryside-inspired environment, the gameplay combines merge board mechanics with immersive meta-features, including room design, plant upgrading, and roleplay elements.

Florescence 1

While Florescense showed significant promise of resonating with its target audience’s tastes, it could fall short in meeting their shopping preferences and monetization capacity. The in-game shop was hardcoded, which required lengthy app releases for any modifications. Although this approach worked in the game’s early months, it became clear that it would not let the game reach its maximum potential as it grows.

Game Garden turned to Balancy experts for assistance in enhancing their in-game shop. The team wanted to tailor the shop display to different player segments based on their progression, available resources, and spending habits. Balancy provided a reliable and flexible platform to build a dynamic in-game shop with personalized offerings.

What’s a dynamic in-game shop?

Today’s key to a successful in-game shop is its adaptability to player preferences and market trends. Gone are the days of hardcoded shops with repetitive items and deals month after month. Nowadays, segmentation, personalization, and LiveOps are essential for maximizing revenue and keeping players engaged.

At Balancy, we call this strategy a dynamic in-game shop, and we are on a mission to equip developers with all the tools needed to update and adjust their in-game shops continuously.

Balancy shop
The Balancy platform allows developers to build in-game shops and apply segmentation rules to slots and pages.

Developers start by leveraging player data to segment their audience. Common segmentation criteria include spending habits, session frequency, and game progression. Beyond these essential criteria, players can also be categorized based on their in-game behavior, preferences, and interactions with the shop. It’s important to keep in mind that segments should update dynamically as player behavior changes over time.

Personalizing in-game shop experience in Florescence

To create a dynamic shop for Florescence, the team moved all their in-game shop content into Balancy. After this, they’ve utilized Balancy’s overrides* functionality to show relevant offers to players based on prewritten conditions. 

* Overrides allow developers to rewrite a game’s default logic to a new logic under certain conditions. For example, you can change the price of items for players from a specific country or change item icons to thematic ones during a celebration.

First, the team created a list of store items to describe all available options for buying resources via packs and bundles. Store items are used for building the main page of the shop:

Store items
In-game shop items with their pricing and content in Balancy.

The main page flag above determines whether an item should be shown in the default shop version. On top of that, there is a layer of segmentation (implemented via overrides) that makes these flags move under certain conditions. In this case, the segmentation was based on the player’s number of resources and purchase history.  Here is the main page configuration for players that have spent more than $30, have enough water and fertilizer, but lack the soil (it is less than 2000):

Overrides 2

These are the conditions to address this segment of users:

For those players who pay less, other offers should be shown. Here is the main page configuration for players who also have a deficit of soil but have spent less than $30 (block above) or are non-payers (block below):

The conditions to address these users:

Overrides 5

After repeating the same logic for water and fertilizer resources, the shop is set up and ready to offer players those resources that are in deficit. 

Results

As a result, the in-game shop in Florescence is now personalized and changes dynamically based on the current gameplay situation. For example, after a low spender who lacks soil and fertilizer opens the shop, they see the following display: 

Personalized Shop

Segmentation was one of the improvements the team made to power up their in-game shop. In addition to this, they have also reworked the old version of the shop: they’ve added thematic pages, introduced more pricing options, and created a daily sale section (where players can buy an item with a discount, but only once a day).

Through this approach, the team has achieved a 20% increase in the shop’s ARPPU. With Balancy, the potential for further experimentation and growth ideas remains virtually limitless, constrained only by the developers’ creativity.