What is important to young people?

Young people are forming deep

opinions about:

• What m

akes a compelling

digital experience

Young people are forming deep

opinions about:

• What normal usage looks like

Young people are forming deep

opinions about:

•How technology complements

their lives

We draw on…• What people like

We draw on…• What people like• What technology is out there

We draw on…• What people like• What technology is out there• What other people are doing

All young people are unique but…

The digital landscape that we build today will impact on the expectations that our children have for what a digital project is.

We are defining the norms for…

• What is good user experience• How should we feel about privacy• How should people treat each other online• What role should technology play in entertainment• What role should technology play in education• What is journalism• Who owns content

Minecraft

• Started as a bedroom coding project amongst friends

• Casual game (no clear cut goal or objective)

• Users explore, build and create at their leisure

• Sold over a million copies before it left Beta • Over 20 million copies on all platforms• All through word of mouth

Open Source

Kids teaching themselves

• Java coding• 3D modeling• API protocol analysis

Better education than I got during my Masters of Computer Science.

Ownership = Engagement

“While some parents see their kids playing a harmless video game, I see the future. Minecraft is doing more to shape the future of your children and their skills since LEGO bricks were developed in 1949.”

- Joe PulizziEpic Content Marketing

Freemium

History

In the beginning of the iOS app store...• No trials, demos or refunds!• Every purchase a gamble• Market set price for games $0 - $2

History

This does not reflect the ‘true value’ of the game so companies respond with:

• Day one sales• Ad blocking functionality• Game add-ons (extra levels)

Psychology of an iOS purchaseWe won’t pay $5 for a great game, but we will spend $105 in in-game purchases for a great looking farm

Psychology of an iOS purchase

We won’t pay $5 for a great game, but we will spend $105 for convenience

Candy Crush Saga

Free to download

- BUT –

Makes $663,000 per day on micro transactions$4.6 million per week

Benefits (when done well)

• A great way of sharing high-quality content for indie developers

• Another way of shaking up the developer/publisher/retailer monopoly

• Lowers the barriers of entry to independent developers

Benefits (when done well)•Status•Self-expression•Collector’s urge

• Targets whales• Buyer’s remorse• Learned from gambling

industry

Downsides

Gambling is highly regulated industry

Consumer Affairs Advisory Council“…there is already enough regulation that can

provide the right balance between the needs of consumers and industry participants…”

- App Purchases by Australian ConsumersJuly, 2013

Downsides

Take advantage of the most vulnerable people in the online community

• Silver surfers• Mental health issues• Children

Inverting the value proposition

Inverting the value proposition

The value of a broken product

• What is good user experience• How should we feel about privacy• How should people treat each other online• What role should technology play in

entertainment• What role should technology play in education• What is journalism• Who owns content

So… Community in 2020 then

Who’s with me?!?

Oh… and thanks for listening

- Nick