Tag Archives: Hearthstone

Hearthstone – Heroes of Warcraft monetization analysis

As trumpeted by the recent Activision earnings report, Hearthstone – Heroes of Warcraft is off to an incredible start with 10 million registered users. Alongside a stable of Blizzard titles, Hearthstone’s launch has helped drive record digital revenues within Activision; 34% of all Activision revenue for the recently completed quarter comes from digital sources. As both a childhood Magic: The Gathering enthusiast and a monetization design consultant, Hearthstone’s release on the iPad has been one of my most anticipated F2P games this year. In a market dominated by a small number of genres, flooded with me-too clones, the game promised a welcomed blend of fresh air, quality and nostalgia.

I spent 20 hours with Hearthstone as both a free and paying player to research this analysis. The game is clearly driving a significant amount of revenue for Blizzard. In the top 5 countries for mobile app revenue, Hearthstone has performed strongly on the top grossing charts over the past seven days with average positions per country of 12 (US), 109 (Japan), 1 (South Korea), 12 (UK) and 8 (Germany) according to App Annie. These are ranks any company would be ecstatic over. The purpose of this report is to analyze the game and suggest features that will help turn Hearthstone into the next member of Activision’s billion-dollar club.
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