New approaches to free-to-play game design - game monetization lecture from GDC Next '14
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FamousAspect.com New approaches to F2P design gdc next | oct 14 ethan levy | monetization design consultant | @FamousAspect
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This lecture is best enjoyed with audio. Full slide and audio at http://youtu.be/nNlPFcynu8c -------- This talk was originally presented by game monetization consultancy FamousAspect at GDC Next 2014. Find more articles, tools and talks at www.famousaspect.com. -------- Too often, a game team chooses the free-to-play business model without truly considering the design of monetization elements early in the project. Only when it is too late into the development cycle do they learn that there is not a clear or compelling reason for players to spend money within a game. This talk goes in-depth on four concrete tools for designing a game’s monetization from day one. Using the design methods in this talk, a game team can ensure that they are building a F2P game that has both a sound business foundation and proven fun factor. -------- Articles referenced: * Paying to win: http://famousaspect.com/?p=851 * Paying to win - guild vs guild events: http://famousaspect.com/?p=985 * Should I F2P tool (work in progress): http://famousaspect30.github.io/should_i_f2p/
Transcript of New approaches to free-to-play game design - game monetization lecture from GDC Next '14
FamousAspect.com
New approaches to F2P design
gdc next | oct 14ethan levy | monetization design consultant | @FamousAspect
FamousAspect.com
Slides + Audio available• This presentation is best conveyed with audio
• Full slides + audio are available on youTube
•http://youtu.be/nNlPFcynu8c
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My motivationhelp devs tackle monetization from day one
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takeaways• should i f2p?
• 4 pleasures model for understanding players
• prototype your business model
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Should I F2P?not every game is a match for the f2p business model
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Shattered Planet by Kitfox Games
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100,000 downloads in 4 days
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300,000 downloads in 2 months
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“... the studio made as much on Steam in one day as it had on mobile in two months.”
In its first week, Shattered Planet sold 2,500 copies on Steam.Tanya X Short, Creative Director
Kitfox Games
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a work in progress tool available at FamousAspect.com
the tool
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next steps for the tool• Market data
• Tool tips to help inform decisions
• Spotting red flags
• Some form of sanity checking
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4 pleasures modela mental framework to understand why players pay
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a framework for F2P• Physio-pleasure
• Socio-pleasure
• Psycho-pleasure
• Ideo-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“This is the enjoyment derived from relationships with others.”
socio-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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“Ideo pleasures pertain to people’s values.”
ideo-pleasure
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model uses• Connect developers to the intended audience
• Who are you building the game for?
• What is the emotional payoff for playing your game?
• How does paying enhance the emotional payoff?
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prototype your business model
a tool for designing for F2P early in the dev process
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massive exit for the OpenFeint team
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major coverage of the product unveiling
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huge raise for a focused vision
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Peaks at #5 download in the US during launch week
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Does not break into the top 150 grossing in first month
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two main mantras• F2P is a long-term relationship
• Make purchasing present
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prototype your business model
a tool for designing for F2P early in the dev process
FamousAspect.com
fun = salestherefore
prove run first
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fun + ui = salestherefore
prove ui first
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early stage f2p design• game brief
• monetization strategy
• core loops / engagement
• ui prototype
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game brief• name
• vision statement
• statement breakdown
• key features
• target player
• RunnerLands
• Borderlands x Spider Man Unlimited
• shoot & loot action rpg + infinite runner
• shooter, loot engine, crafting, fusion, squads, premium chests, pvp events, gvg events
• 18-34 male, mid-core
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monetization strategy• emotions
• product catalog
• player life cycle
• content strategy
• Power & Dominance
• Loot chests, event energy, coins
- early: basic, dailies
- mid: squad, pvp
- elder: gvg
• New dailies, new pvp/gvg event art, monthly levels, bi-monthly features
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early gamer - core gameplay engagement
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early gamer - daily mission
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core loop - mission loadout
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next steps• make it interactive
• add economic inputs and outputs
• add time modeling
• test the business model in motion!
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continue the conversation• Email: [email protected]
• Twitter: @FamousAspect
• Articles, tools and templates: FamousAspect.com
