Mobile Game Asia 2015 Ho Chi Minh City: Predictive monetization
New approaches to free-to-play game design - game monetization lecture from GDC Next '14
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Transcript of New approaches to free-to-play game design - game monetization lecture from GDC Next '14
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New approaches to F2P design
gdc next | oct 14ethan levy | monetization design consultant | @FamousAspect
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Slides + Audio available• This presentation is best conveyed with audio
• Full slides + audio are available on youTube
•http://youtu.be/nNlPFcynu8c
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My motivationhelp devs tackle monetization from day one
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takeaways• should i f2p?
• 4 pleasures model for understanding players
• prototype your business model
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Should I F2P?not every game is a match for the f2p business model
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Shattered Planet by Kitfox Games
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100,000 downloads in 4 days
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300,000 downloads in 2 months
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“... the studio made as much on Steam in one day as it had on mobile in two months.”
In its first week, Shattered Planet sold 2,500 copies on Steam.Tanya X Short, Creative Director
Kitfox Games
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a work in progress tool available at FamousAspect.com
the tool
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next steps for the tool• Market data
• Tool tips to help inform decisions
• Spotting red flags
• Some form of sanity checking
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4 pleasures modela mental framework to understand why players pay
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a framework for F2P• Physio-pleasure
• Socio-pleasure
• Psycho-pleasure
• Ideo-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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model uses• Connect developers to the intended audience
• Who are you building the game for?
• What is the emotional payoff for playing your game?
• How does paying enhance the emotional payoff?
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prototype your business model
a tool for designing for F2P early in the dev process
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massive exit for the OpenFeint team
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major coverage of the product unveiling
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huge raise for a focused vision
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Peaks at #5 download in the US during launch week
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Does not break into the top 150 grossing in first month
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two main mantras• F2P is a long-term relationship
• Make purchasing present
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prototype your business model
a tool for designing for F2P early in the dev process
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fun = salestherefore
prove run first
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fun + ui = salestherefore
prove ui first
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early stage f2p design• game brief
• monetization strategy
• core loops / engagement
• ui prototype
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game brief• name
• vision statement
• statement breakdown
• key features
• target player
• RunnerLands
• Borderlands x Spider Man Unlimited
• shoot & loot action rpg + infinite runner
• shooter, loot engine, crafting, fusion, squads, premium chests, pvp events, gvg events
• 18-34 male, mid-core
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monetization strategy• emotions
• product catalog
• player life cycle
• content strategy
• Power & Dominance
• Loot chests, event energy, coins
- early: basic, dailies
- mid: squad, pvp
- elder: gvg
• New dailies, new pvp/gvg event art, monthly levels, bi-monthly features
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early gamer - core gameplay engagement
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early gamer - daily mission
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core loop - mission loadout
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next steps• make it interactive
• add economic inputs and outputs
• add time modeling
• test the business model in motion!
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continue the conversation• Email: [email protected]
• Twitter: @FamousAspect
• Articles, tools and templates: FamousAspect.com