Subway Surfers' Ingenious Monetization Strategies

Subway Surfers is leading the pack in user acquisition, consistently staying in the monthly Top 10 download charts.

However, extraordinary download numbers don't necessarily translate to profitability.

Nonetheless, Subway Surfers not only excels in user acquisition but also boasts a commendable monetization strategy that ensures the game's ongoing profitability.

Subway Surfers utilizes a hybrid monetization strategy that combines in-app purchases with rewarded ads.

In the game, players gather coins as they navigate the subway tracks. These coins serve as the primary in-game currency, enabling players to buy power-ups, hoverboards, character upgrades, and complete missions instantly. Coins are obtainable through daily challenges, missions, and by collecting them during gameplay.

This system of in-game currency, known as soft currency, allows players to advance and enhance their experience without spending real money.

The game also features event coins, a special currency. Players can earn these by playing the game or watching ads, and they can be used to acquire special event characters and items.

While event coins provide quicker access to exclusive items, they are not crucial for game progression, ensuring a fair experience for all players.

Furthermore, Subway Surfers includes a premium currency called keys. Players can earn keys by reaching gameplay milestones, receiving daily login rewards, and completing specific objectives.

Keys allow players to continue playing and unlock exclusive content, characters, and special events. They can also be purchased with real money or acquired by watching ads.

In-App Purchase

In Subway Surfers, in-app purchases (IAPs) are intricately integrated into the gameplay, playing a crucial role in the game's hybrid monetization strategy. These purchases offer players convenience and instant access to desired items such as game currency, outfits, and power-ups.

Types of Offers in Subway Surfers

Subway Surfers employs a variety of offers to encourage players to make in-app purchases. These offers include:

• Starter Packs: Designed for new players, these packs offer a combination of keys, coins, and an exclusive character or hoverboard to provide a strong start.

• Sale Packs: Available during special events or holidays, these packs often bundle a substantial amount of currency with rare or unique items.

One notable offer is the Double Coins Upgrade, which permanently doubles the number of coins collected during a run, making it an attractive option for dedicated players.

Mystery Boxes

Mystery Boxes add an element of surprise and anticipation to the game. Players can collect these power-ups during a run or purchase them from the game shop. The contents of a Mystery Box are random, ranging from small packs of coins to rare items like character tokens, keys, or even grand prizes of numerous coins. This randomness contributes to the excitement and popularity of loot boxes and gacha systems in mobile games.

The setup for Mystery Boxes is intriguing:

• Players can open one box for free each day.
• Afterward, they can open another by watching an ad, available once every 4 hours.
• Additional boxes can be opened by spending 500 coins or 6 keys for a special token box.

For each offer, the game provides the odds of receiving specific items, encouraging players to continue trying their luck if they seek particular rewards. This system keeps players engaged and eager to open more boxes.

Rewarded Ads

Subway Surfersuses a hybrid monetization strategy—monetizing spenders through in-app purchases (IAP) and non-spenders through ads (both rewarded and regular interstitial ads).

Subway Surfers incorporates optional video ads that players can choose to watch in return for in-game rewards, commonly referred to as rewarded video ads. This system allows players to voluntarily engage with advertisements, providing them access to additional rewards without any pressure or obligation.

The in-game rewards obtained through watching ads are quite valuable, making these offers highly appealing. Players can earn game currency, such as keys and event coins (the game's premium currencies), and gain the ability to continue playing after a mistake.

Rewarded video ads and in-app purchases can complement each other. 

When players receive premium currency and access to exclusive items for free by watching ads, they quickly become accustomed to these perks and often desire more. For instance, while watching an ad might yield 3 keys, purchasing offers 350 or even 800 keys.


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