UX for Gamer Acquisition, Retention and Conversion

UX Scotland 2014 Tutorial

Claudio Franco@dubit @clauzdifranco

Esther Stringer@BCM_Tweets@EstherBCM

Introduction

Introduction: Dubit & Border Crossing Media

Senior Research Manager - Games and MediaDubit, digital entertainment studio based in LeedsOngoing Professional Doctorate (PhD)Digital books, storytelling and audience involvement

Managing Director – Border Crossing Media, User Specialists MMRS User research, analytics, facilitator and trainer

UX Scotland 2014

Agenda

UX Scotland 2014

● The freemium Empire: o What is freemium?o Some exampleso Our focus

● Acquisition: lowering barrierso Home and landing pageso Starting a game

● Retention: strategieso Overviewo Examples

Agenda

UX Scotland 2014

● Conversion: monetisation tacticso Overviewo Exampleso Reflection

● Key take aways

The Freemium Empire

Freemium

UX Scotland 2014

FREE + PREMIUM = FREEMIUM

Freemium games are games that are free to install and play, but that also contain virtual goods and currencies acquired through in-app purchases yielding functional advantage and status to the player [...] paying players possess an advantage that can only be met by free players if they choose to grind.

[T]he freemium business model for games has become the go-to games business model [...] since the 2007 introduction of the iOS App Store.

Charles Kriel, game designer and author of the "Concise Dictionary of Freemium and Free-to-Play Game Design.

Freemium: What is Freemium?

UX Scotland 2014

200M+ / $77M+ 200M+ / $50M+

70M+ / $30M+ 2-M+ / $80M+

UX Scotland 2014

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Freemium: Other Media / Products

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“CHEAPMIUM”cheap + premium

UX Scotland 2014

● Distinct UX needs for different kinds of games● Children MMOs / virtual worlds and apps● Player acquisition and initial moments

UX Scotland 2014

Freemium: Our Main Focus

Acquisition: Attracting players and lowering barriers

UX Scotland 2014

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Acquisition: Targeted approaches

UX Scotland 2014

Acquisition: Targeted approaches

Source: http://fantasy-faction.com Source: http://corpserun.wordpress.com

UX Scotland 2014

Acquisition: Meeting expectations

Source: Gamasutra: Mark Robinson's Blog - Why do players leave your game? Top 5 reasons revealed

60-80% of players leave a game for good after a disappointing first session.

UX Scotland 2014

Acquisition: The importance of first use

Source: News: Mobile game survey finds players leave fast - CVG UK

Speed Dating?"It's a bit like a first date. If it's going to be effective, it needs to be effective quick."

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Acquisition: Homepages

Acquisition: Homepages

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Acquisition: Registration

Acquisition: Registration

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Acquisition: Starting a game - Tutorials

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Retention: Strategies

● Balance of difficulty● Help for not-so-good players● Social features● Communication● Competition, leaderboards● Collaborative play● Collectible items● Achievements● Leveling-up

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Retention: Keeping players coming back

● The Eternal BETA● Fine-tune● Game metrics● Player research● Large worlds● Range of playing styles● Audience involvement● Tapping into player creativity

UX Scotland 2014

Retention: Keeping players coming back

Conversion: monetisation tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

UX Scotland 2014

Conversion: Overview of tactics

● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social

Source: Glu Mobile

UX Scotland 2014

Conversion: Overview of tactics

UX Scotland 2014

Conversion: Ethics - money or fun experience?

The OFT’s Principles for online and app-based games and Annexe

UX Scotland 2014

Conversion: Ethics - money or fun experience?

Source: PocketGamer.biz

UX Scotland 2014

Conversion: Ethics - money or fun experience?

● Freemium rules

● Lowering barriers to Acquisition is essential (targeting, registration, tutorials)

● Games lose players - retention and ongoing work is essential (eternal beta)

● Current conversion tactics are efficient but have to be used with care

● Player research, prototyping and testing should inform and refine assumptions

● There’s room in the market for more beautiful, creative games!

UX Scotland 2014

Key Take Aways

For more information contact:

Claudio Franco@dubit @clauzdifranco

Esther Stringer@BCM_Tweets@EstherBCM

Thank You