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DASH — Pricing & Virality

Pricing Ladder

| Tier | Price | Anchor | Target ARPDAU |

|---|---|---|---|

| Free | $0 | Default state, ads after every 3 deaths | $0.04 (ad) |

| Continue Streak | $0.99 | Capped 1/day, peak emotion | $0.18 |

| Cosmetic Gacha | $2.99 | Identity, collection | $0.42 |

| DASH Pass | $4.99/mo | Subscription stickiness | $0.61 (amortized) |

| Lifetime Ad-Free | $7.99 | One-shot whale capture | $0.09 (amortized over 12mo) |

Blended target ARPDAU: ~$0.28 (Crossy Road benchmark $0.18; Subway Surfers $0.31).

Conversion Funnel

• D1 retention target: 38% (industry runner avg 32%)
• Pull conversion: 6% of D7 users buy ≥1 gacha pull
• Pass conversion: 1.4% of D14 users subscribe
• Ad-free conversion: 0.6% lifetime, mostly post-Pass churners

Virality Vectors

1. Weather-Painted Share Card — death screen renders your run silhouetted against your city's actual current sky. Friends elsewhere see a postcard from SF fog at 6:47 PM. K-factor target 0.18.

2. Local Streak — collective city counter creates a public, hyperlocal status object. SF at Day 47 vs LA at Day 12 = visible bragging rights. Drives organic press in city subreddits.

3. City-Locked Characters — Golden Gate Runner only unlocks if SF hits Day 30 collectively. Players recruit neighbors to lock the unlock. Refer-a-local mechanic.

4. Roster Screenshot Bait — 50 silhouettes, gold-rimmed when owned. Completion screenshots are status objects on Twitter/Threads.

Anti-Predatory Guardrails

• Drop rates printed on shop screen (legal in California, builds trust)
• Continue cap: one per calendar day
• No duplicate characters from gacha (deterministic uniqueness)
• All purchases are cosmetic — power identical for free and paid players