ADDICTIVE GAMES

GETTING USERS TO DREAM ABOUT VIRTUAL GOODS

• Open source company

• Community of 10,000 Devs

• Free to Play Framework

DO MORE TOGETHER

ABOUT ME - YANIV NIZAN ENGAGEMENT, RETENTION, MONETIZATION

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INTENTclick - Blog Monetization

SOOMLA - Game Monetization

WHY GAMES SUCCEED

Low High

Addictive

Not Addictive

X Factor?

TIME

One Thing in common

ADDICTIVE GAMES

• Spend too much TIME

• Lose track of TIME

•WAITING for items to ship

• Practice to improve TIME

• Wish you had more TIME

• Can't find TIME for real stuff

TIME $$$=

BARRY M. STAW

• Berkeley University

• Escalation of Commitments

• Post Decision Dissonance

ESCALATION OF COMMITMENTS

More Time Spent

Post Decision

Justification

Users justify the decision to wait, spend time, ...

ADDICTIVE GAMES

TIME COMMITMENTS

SHORT WAIT

HABITS FOR WAITING

• We are used to waiting

• Subconsciously apply habits

• Later on justify our decisions

APPOINTMENT

• We have tools

• Don't notice we apply them

• Commitments increase

HABITS FOR APPOINTMENT

TIME PRESSURE

• Improve by repetition

• Commit time for practice

• Success increases commitment

HABITS FOR PRESSURE

Focus on escalating time commitments

Get your users addicted

GOODS WITH TIME DIMENSION

PRACTICAL ADVICE

FUEL / ENERGY / LIFE

• Limited inventory

• Drains as user plays

• Replenish with time

BUILDINGS / PETS

• Natural process

• Takes time

• Increase time with levels

VEHICLES / WEAPONS

• Upgrades

• Have to be shipped / made

TRAINING

• Goods have new controls

• Requires user to train

• Endless practice

A

S D, ,

WHAT'S NEXT

• Add virtual goods with time dimension

• Create escalating time commitment

• Get your users seriously engaged

THANK YOU

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