App Masters · Sep 21Auditing The Most Downloaded Game - Subway Surfers
Launched in 2012, it passed 2.7 billion downloads and likely 3 billion, and still grosses over $1M a month on iOS. It wraps a simple runner in missions, characters with many unlock paths, free gifts, and rewarded ads such as save-me and double-coins.
Tips
- Offer a double-up reward after every level for watching an ad▶ 9:27Subway Surfers offers a double-up on coins after each death and another reward for watching a video.
- Add a save-me prompt that trades an ad view for a continue▶ 10:49Steve says he has watched plenty of these ads himself because he was so close to his top score.
- Pair free rewards with ads and paid options in one economy▶ 8:28Subway Surfers offers an ad for up to 10,000 coins next to straight purchases and virtual currency.
- Sell characters and boards with several ways to unlock them▶ 6:29Subway Surfers gives a Dino character free for a Facebook login and another character free with any purchase. Crossy Road and Fun Run use the same model.
- Add missions and modes to extend a very simple gameplay loop▶ 4:38Subway Surfers has missions, different areas like trains, and a word-spelling mission that appears during play.
- Run starter packs and sales, but not too often▶ 8:10Steve has seen past clients use big discounts on starter packs to drive revenue.
- Give currency away so players build a bank and stay▶ 12:04
- Polish graphics and animation, even in a simple game▶ 10:00
- Expect a long-lived hit to keep earning for years▶ 0:41Last report seen was 2.7 billion downloads, and it grosses over $1 million a month on iOS.
