J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics

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    05-Jul-2015
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Social Developer Summit

Transcript of J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics

  • 1. JiaShen
    Monetization Game MechanicsSocial Games

2. Maximize % of paying users
3-5% of paying users on average
High end is 10-15%
50% of these users rebuy
People either dont spend or spend a lot
Free-2-Play -> its a user acquisition funnel
3. Number One Monetization Strategy:
Create Perceived Value
Perceived Value
The key to all monetization
Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality
The Physical (or Virtual) Manifestation of Perceived Value is: Currency
Castle Age
4. Perceived Value
Self Expression Items
Competitive Items
Stats
Upgrades
Temporary stats
Consumables
Progress / Level
Ultimately converts to currency
5. Time creates desire
You want what you cant have
You want it NOW
If its too easy, you dont want it
6. Limited and Premium Items
Premium
You just gotta pay to play
Limited
Get it now or youll never see it again. Maybe
Warstorm
Social City
7. Level Locking
Providing the Hopeof Future Entertainment
By providing visible goals and achievements, users are given a clear incentive to continue gameplay
Allows for a tightly-regulated system of item release and pacing of users
Nightclub City
Frontierville
8. Chance
First ones free
Collectibles
Age old mechanic to extend out perceived value
Roulette
Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
Frontierville
Social City
9. Time Savers / Boosters
Speed it up
Quick Refill
Every Stat can be filled right now so you can progress NOW
Time Boost
Less tangible than instant, but makes for better balancing
Backyard Monsters
10. Level Tuning
Throw users into a lifetime to earn value
New User Flow
Level up a new user quickly in order to create a sense of quick accomplishment and value
Start with instant gratification
Growth Curve Dynamics
Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
User Loss
Monitor user levels and tweak according to user drop off
Nightclub City
Frontierville
Nanosiege
11. Summaries
Maximize % of Paying users
Design Perceived Value
Limit access to value
Creates demand
Ups retention because user derives value
12. Thank you!
13. 14. Create difficulty ramp and barriers
Time with perceived value creates demand
Determine acceptable rate of increase
Create many different interacting barriers
Allows for value creation in the future
Harder for exploitation of one state
15. Dual Currencies
Dual Currencies Created to combat in-game inflation
By pegging one currency to gameplay functionality and one currency to the dollar, this allows much finer control over the in-game economy
As people level up and standard currency becomes more plentiful, the use of a secondary currency that does not inflate allows for continuous monetization, or cross-application functionality (a proposed advantage of FB Credits)
Avoids potential loss of paying customers to gameplay loopholes or bugs
16. Translate to Chinese
Higher percentage of paying users
Optimize paying user experience