Post on 12-Apr-2017
PAY TO PLAY?
Taken From: Pirate Kings
LEAKY BUCKET
RETENTION MATTERS
Uncertainty of Outcome
Opportunity Costs
Buying Anxiety
Social
Issues
External
Needs
BUYING IS RISK
UNLIMITED CONTENT
*Candy Crush Saga - King
EXPONENTIAL COST
*Clash of Clans - Supercell
TIME LIMITED EVENTS
*Puzzles & Dragons - GungHo
EXPECTATIONS OF VALUE
http://rudyloans.com/wp-content/uploads/2013/03/Pile-Of-Money.jpg
Escalating Costs Never Ending Spend
Playing/Paying Fatigue
Comparative Progress
Substitute
Games
SHORT & LONG TERM RISK
BUYERS REMORSE
Expectation of Delight
Fear of Missing Out
Permission To Buy
SocialCapital
Abnegation
CREATE EXPECTATIONS
UNFINISHED BUSINESS
*Kim Kardashian Hollywood - Glu
CONTINUED RELEVANCE
VEGA Conflict - KIXEYE
SOCIAL CAPITAL
*Playstation®Home - SCE
Continued Relevance
Unfinished BusinessRetention
Authenticity
Inertia
REPEAT ENGAGEMENT
(Play or Pay) Fatigue Opportunity Cost
Open To Substitutio
n
Lack of Engagemen
t
RealLife
TRIGGERS TO CHURN
SUSTENANCE GOODS
*Legend of The Cryptids – 株式会社アプリボット (Applibot)
SHORTCUT GOODS
*Sniper Assassin: Shoot To Kill – Addicting Games
SOCIAL GOODS
*Angry Birds Fight – Rovio
STRATEGY GOODS
*Hearthstone – Blizzard Entertainment
CONSUMABLE FORM
*King of Thieves – Zeptolabs
CAPACITY FORM
*SIM City Built It – EA Games
GENERATOR FORM
*Fallout Shelter – Bethesda
PERMANENT FORM
*Tales of Honor – Evergreen Studios
Permanent Items Consumables
Generators
Capacity
SUSTAINABLE FORMS
GOOD / FORM
CONSUMABLE
CAPACITY GENERATOR
PERMENANT
SUSTINENCE
Fuel Fuel Tank Petrol Station
Better Car
SHORTCUT Strength Potion
Greater Strength
Alchemist Improved Recipe
SOCIAL Heart Gift Supporter Slots
Wanderer New Outfit
STRATEGY Door Key New Tool Daily Booster
Red Katana
BUNDLED GOODS
Alpha Betty Saga – King
RATCHET MECHANISM
*Blades of Brim - SYBO
SCISSOR-PAPER-STONE
*Earthcore: Shattered Elements – Tequila Games
CUSTOMISING
Spellbound: Backflip Studios
Scissor-Paper-Stone Blueprint/RatchetScale
Custom/ Limited
Bundles
IAP MUST SCALE
Aspirational FunctionalAdded Value
Rarity
Personal
ADDED VALUE
HELP FROM A FRIEND
*Marvel Future Fight - Netmarble
FREE USE OFFER
Lets Go Rocket – Cobra Mobile
PREDICTABLE UNCERTAINTY
*Crossy Road – Hipster Whale
LIMITED OFFER
*Frontline Commando – Glu
UNBOXING EXPERIENCE
*Compass Point West – Next Games
LANDMARK ITEMS
*Real Racing 3 – EA Games
SHOW ME WHAT I BOUGHT
*OddWings – Small Giant Games
REASON TO COME BACK
*Adventure Capitalist – Kongregate
Increase Scope of Play
Show Me What My Money Bought
Why Should I want more?
How My Purchase
Affect Others
ReasonTo Return
POST-PURCHASE UTILITY
Questions?Oscar Clark
oscarc@unity3d.com@Athanateus
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