Big Bucks for Bits and Bytes: A holistic approach to selling virtual goods
The Free to Play (Freemium) model has gained more and more widespread acceptance in the marketplace during the course of last years. Now even retail developers and publishers are trying to get into the market and a lot of "classical" game designers are trying to figure out how (or what) to best sell virtual products, be they items, unlockable content or comfort features. Naturally most designers approach this challenge by taking a look at the traditional domain of game design: The features. This usually ends with them directly focusing on the design of the virtual goods themselves. This talk presents a more holistic alternative by looking at the entire chain of events and actions that a user undergoes on his way from player to payer. Through this lens it will point out some important factors that influence a game's monetization. Generate Awareness: The first step to selling a product is to have your users know of it. In the real world this is mostly done through ads, but advertisement for micropayments isn't something that's done yet. Instead there are other ways to show off virtual goods. This talk will present the attendees with ways to increase the in-game visibility of an item: Example methods for this are to highlight it's use through other players and to properly design your shop to affect a player's knowledge of your items. Generate Desirability: Once the player is aware of your product he needs to be motivated to buy it. Examining all the different elements that raise or hinder an item's valence, the lecture provides some insight into how to make your products more desirable. This will be done through examining different types of players and their wishes and presenting various categories of goods that speak to them. The talk also delves into the pricing of virtual items and give a set of tricks and techniques to further increase the perceived value of a virtual product. So in short, this lecture will give you a look at the entire player experience in regards to micropayments and tell you how you can shape it to the advantage of your game's virtual goods.
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Big Bucks for Bits and Bytes: A holistic approach to selling virtual goods
- 1. Big Bucks for BITS AND BYTES A holistic approach to F2P monetization
- 3. Speaker Details Martin Nerurkar Dipl.-Ing. Architecture Lead of Game Design Gameforge Productions
- 4. What to Expect Monetization in F2P Games A few current approaches A look at the user experience A bag of tips and advice
- 5. Presentation Goals My goals are… Toolbox Designers: Ideas and approaches Companies: Increased revenue Users: Better experience
- 7. Lifetime Overview Visitor User Payer
- 8. Lifetime Overview Visitor User Payer
- 9. The Simple Approach User Payer
- 10. The Simple Approach User Product Payer
- 12. Game Login
- 13. Game Login Mary Johnson
- 14. Game Login Big Mick
- 15. Game Login ShadowBlade666
- 26. Holistic Model Extended approach Be aware of entire process The steps every user goes through Make it as easy for players as possible
- 27. 5-Steps Aware- ness Desire Sale Under- standing Ability
- 28. Why use this model? Small changes can have large effects Effects multiply with product design Can help reduce frustration for user
- 30. ?
- 31. Awareness Make product visible Player needs to be aware of existence Danger of being too intrusive
- 32. Awareness methods Shop Advertising Embedded products Other players
- 33. Shop
- 34. Mixing premium with non-premium Non-payer sees products Products are comparable Makes premium transparent
- 35. Increase visibility of shop Don‘t hide the option Lead player into it Highlight to attract attention +30%
- 36. Advertisment
- 37. Ads can be used in many locations Loading screen, launcher, website… Can be obnoxious Can break immersion
- 38. Ad space needs to remain interesting Mix in regular game infos Refresh content frequently Can be personalized with special offers
- 39. Awareness recap: ! Advertising Shop
- 40. ?
- 41. Understanding Explain product functionality Makes benefit to player clear Some items are more intuitive than others
- 42. Understanding methods Tutorial Demo products Help text
- 43. Tutorial
- 44. Can explain complex context Requires significant work Useful for very desireable items
- 45. Demo Products
- 46. Is very effective Player is aware of existence Using item makes its value well understood High desire items can give a taste
- 47. But has some dangers Frustrating if used at the wrong time Annoying if special status was unclear
- 48. Understanding recap: ! Tutorial Demo products
- 49. ?
- 50. Desire Increase value of product Value only perceived Mostly based on functionality and artificial scarcity
- 51. Desire methods Events Price Virtual physicality (items) Duration
- 52. Events Christmas Tree
- 53. Types of limitation Limited number Limited sale duration Limited availability
- 54. Very effective Limited special/unique items Limited payment bonuses Limited ingame discounts
- 55. Advantages of artificial scarcity Increased perceived value Reduced time for judgement Feeling of missing out
- 56. Pricing
- 57. Price is closely linked to value Free products are seen as worthless High prices create a feeling of quality High prices reduce availabilty
- 58. Prices are relative Products are bargain only compared to others Keep in mind the prices of all products Look at the prices of your competitors
- 59. Adjusting prices later on is difficult Start with high prices (careful!) Test your prices as soon as possible Add new, better items and remove old
- 60. Desire recap: ! Events Price
- 61. ?
- 62. Ability Easy access to product Step 1: Payment Step 2: Shopping Relevant for first payers
- 63. Ability methods Payment Options Starting Bonus Shop Design
- 64. Payment Options
- 65. Provide variety Countries favor different methods Weigh options based on revenue
- 66. Starting Bonus
- 67. Starting coupon Not using coupon would be a loss Player sees payment system
- 68. Starting hard currency Player will take a look at products Wrong spending can be frustrating
- 69. Ability recap: ! Payment Options Starting Bonus
- 72. Lecture TAKEAWAY
- 73. Wrapup Aware- Under- ness standing Desire Ability Sale Five steps to… …improve …be more profitable …create a smoother experience
- 74. The END
- 75. Questions? Available for hire or contract Contact info martin@nerurkar.de www.martin.nerurkar.de www.gamearch.com Graphics by