A brieft presentation given at Games-As-Service (GAS) seminar

1. Game design as marketing: Business/game developer’s dilemma Juho Hamari @ GAS Seminar 2.3.2010

2. Juho Hamari – M. Sc. (Econ) Researcher @ HIIT Information System Science / eBusiness Scope: Business models related to selling virtual goods

4. Willingness-to-pay Problem with flat pricing models: How can we meet the WTP

5. Let’s sell in-game artefacts!

6. Virtual goods Microtransactions

8. Differences in main b.models Degree of integration between game and biz design Revenue model Service design emphasis Marketing emphasis Pricing Customer relationship emphasis Retail Large amount of initial content Advertising Single price Acquisition Subscription Long-term engagement of users Time-based Retention “ free-to-play” / Virtual good sales Monetisation through incentivising service design Creating demand via game mechanics Microtransactions - emphasis on meeting the willingness-to-spend by price discriminating Acquisition, retention, monetisation

23. OH NO!! MUDFLATION! – ECONOMIC CRISIS

28. Thank you