The business model of mini-games (in-app purchases, advertisements)

Business Models for Mini-Games (In-App Purchases, Ads)

As an important part of the WeChat ecosystem, mini-games primarily rely on in-app purchases and advertising as their business models. Each of these models has its own advantages and disadvantages, and developers need to choose flexibly based on game type, target audience, and operational strategy.

In-App Purchase Model

The in-app purchase model is one of the most common monetization methods for mini-games, where players buy virtual items, props, or services to enhance their gaming experience. This model is suitable for games with clear monetization points, such as RPGs or strategy games.

Virtual Item Sales

Developers can offer virtual currency, skins, equipment, and other items for players to purchase. For example:

// Example: In-app purchase code for WeChat Mini Program
wx.requestPayment({
  timeStamp: '',
  nonceStr: '',
  package: '',
  signType: 'MD5',
  paySign: '',
  success(res) {
    console.log('Payment successful', res)
    // Logic for distributing virtual items
    giveVirtualItem(itemId)
  },
  fail(res) {
    console.log('Payment failed', res)
  }
})

function giveVirtualItem(itemId) {
  // Server-side verification and item distribution
}

Subscription Services

Some mini-games adopt a subscription model, where players pay a recurring fee for exclusive content or privileges. This model works well for games with continuous content updates.

Key Points for In-App Purchase Design

1. Monetization points should be reasonable to avoid disrupting game balance
2. Offer multiple price points to cater to players with different spending capacities
3. Regularly introduce limited-time promotions to stimulate purchases
4. Ensure a smooth payment process to minimize drop-offs

Advertising Model

Ad monetization is another mainstream business model for mini-games, especially suitable for casual and lightweight games. WeChat Mini Programs offer various ad formats.

Banner Ads

Fixed banner ads displayed at the bottom or top of the game interface, with high frequency but relatively low revenue.

// Example of creating a banner ad
let bannerAd = wx.createBannerAd({
  adUnitId: 'your-ad-unit-id',
  style: {
    left: 10,
    top: 76,
    width: 320
  }
})
bannerAd.show()

Rewarded Video Ads

Players receive in-game rewards after watching a full video ad. This format has high conversion rates and good user experience.

// Example of rewarded video ad
let videoAd = wx.createRewardedVideoAd({
  adUnitId: 'your-video-ad-unit-id'
})

videoAd.onLoad(() => {
  console.log('Ad loaded successfully')
})

videoAd.onError(err => {
  console.log('Ad failed to load', err)
})

videoAd.onClose(res => {
  if (res && res.isEnded) {
    // Video completed, grant reward
    giveReward()
  } else {
    // Video skipped, no reward
  }
})

// Call to show ad when needed
function showRewardAd() {
  videoAd.show().catch(err => {
    console.log('Failed to display', err)
    // Reload if failed
    videoAd.load()
  })
}

Interstitial Ads

Full-screen ads displayed at natural breakpoints in the game (e.g., level completion, restart).

// Example of interstitial ad
let interstitialAd = wx.createInterstitialAd({
  adUnitId: 'your-interstitial-ad-unit-id'
})

interstitialAd.onLoad(() => {
  console.log('Interstitial ad loaded successfully')
})

interstitialAd.onError(err => {
  console.log('Interstitial ad failed to load', err)
})

// Display at appropriate moments
function showInterstitial() {
  interstitialAd.show().catch(err => {
    console.log('Failed to display', err)
  })
}

Ad Optimization Strategies

1. Control ad frequency reasonably to avoid degrading user experience
2. Integrate ads with reward mechanisms to increase viewing willingness
3. Analyze ad display data to optimize timing and placement
4. Conduct A/B testing on different ad formats

Hybrid Business Model

Many successful mini-games adopt a hybrid model combining in-app purchases and ads, leveraging the strengths of both. For example:

• Free players obtain resources by watching ads
• Paying players can remove ads and gain additional privileges
• Key items can be acquired either through purchases or by watching ads

Hybrid Model Implementation Example

// Example of hybrid business logic
function getPremiumItem() {
  if (user.isVIP) {
    // VIP users receive directly
    giveItem()
  } else {
    // Regular users obtain via ad
    showRewardAd({
      success: giveItem,
      fail: showPurchasePopup
    })
  }
}

function giveItem() {
  // Item distribution logic
}

function showPurchasePopup() {
  // Display purchase popup
}

Data Analysis and Optimization

Regardless of the business model, data analysis is crucial. Key metrics to monitor include:

1. Purchase conversion rate
2. ARPU (Average Revenue Per User)
3. Ad impression rate and click-through rate
4. User retention rate
5. LTV (Lifetime Value)

Data Analysis Code Example

// Simple data tracking example
function trackEvent(eventName, params) {
  wx.reportAnalytics(eventName, params)
}

// Log purchase event
function logPurchase(itemId, price) {
  trackEvent('purchase', {
    item_id: itemId,
    price: price,
    user_level: getUserLevel()
  })
}

// Log ad impression
function logAdShow(adType) {
  trackEvent('ad_show', {
    ad_type: adType,
    scene: getCurrentScene()
  })
}

Compliance and User Experience

When implementing business models, it's essential to:

1. Comply with WeChat Mini Game platform rules
2. Ensure ad content adheres to relevant laws and regulations
3. Provide clear payment notifications and explanations
4. Implement reasonable minor protection mechanisms
5. Maintain core gameplay experience without excessive commercial interference

Compliance Check Example

// Age verification example
function checkAge() {
  if (user.age < 18) {
    // Restrict certain features for minors
    limitSomeFeatures()
    // Disable certain ads
    disableCertainAds()
  }
}

Exploring Innovative Business Models

Beyond traditional models, developers can experiment with:

1. Branded custom ad games
2. Social sharing combined with e-commerce
3. Physical rewards within games
4. Cross-game item interoperability
5. New digital assets like NFTs

// Social sharing example
function shareForReward() {
  wx.shareAppMessage({
    title: 'Help me get a discount',
    imageUrl: 'share-image.png',
    success() {
      // Reward for successful sharing
      giveShareReward()
    }
  })
}

Technical Implementation Considerations

1. Payment interfaces require server-side verification
2. Ad loading needs error handling and retry mechanisms
3. Business logic should be decoupled from game logic
4. Implement data encryption and user privacy protection
5. Account for edge cases like network exceptions

Payment Security Example

// Secure payment verification flow
function safePurchase(itemId) {
  // 1. Client requests order creation
  wx.request({
    url: 'https://your-server.com/create-order',
    data: { itemId },
    success(res) {
      // 2. Get payment parameters generated by server
      const payParams = res.data
      
      // 3. Call WeChat Pay
      wx.requestPayment({
        ...payParams,
        success() {
          // 4. Verify payment result
          verifyPayment(payParams.orderId)
        }
      })
    }
  })
}

function verifyPayment(orderId) {
  // Verify payment authenticity with server
  wx.request({
    url: 'https://your-server.com/verify-payment',
    data: { orderId },
    success(res) {
      if (res.data.verified) {
        // Payment verified, distribute item
        giveItem()
      }
    }
  })
}