Designing in-game purchases

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11 likes•7,276 views

In-game purchases are here to stay. Now more than ever it is clear that players are comfortable spending money in browser, mobile, and download games. But just because players are willing to pay does not mean game developers know how to give them something worth buying. This talk gives practical, hands-on guidelines and processes for designing your game’s monetization. Core loops, feature design, economy design, user interface tips, user experience flows, and forecasting tools are all covered in this actionable talk from a 11 year design veteran who has successfully made the leap from designing paid games to freemium games.

Technology Entertainment & Humor Design

gdc next | nov 13
ethan levy | monetization design consultant | @FamousAspect

Designing in-game
purchases
FamousAspect.com

a practical guide to in-game purchases
• Is my game a good fit for freemium?
• Is my design built for freemium?
• Am I selling the right things?
• What examples should I follow?

FamousAspect.com

is my game a good fit for the freemium model?

Am I ready for MTX?
FamousAspect.com

mo’ fun == mo’ money

Turning players into veterans is key to making money
FamousAspect.com

value lies in vets

86% of revenue comes from Vets
FamousAspect.com

conversion takes time

23 sessions before spend in multiplayer
FamousAspect.com

ideal player progression
Newb

Player

Vet

Early Game

Mid Game

Elder Game

FamousAspect.com

great elder games are
• social
• competitive
• infinitely replayable
• involve social organization

FamousAspect.com

is my design built for freemium?

My core loop
FamousAspect.com

what is a core loop?
• Key set of activities a player takes each session
• Path of least resistance
• Actions - main interactive elements
• Gates - elements that block progression
• Sinks - where player spends currency
• Taps - where player gains currency

FamousAspect.com

purchasing not present

Major Mayhem
FamousAspect.com

purchasing made present

Despicable Me: Minion Rush
FamousAspect.com

am I selling the right things?

My offer catalog
FamousAspect.com

purchase makes a promise

Kingdom Rush
FamousAspect.com

crossing the penny gap

Card Hunter
FamousAspect.com

out of context upsell

Call of Mini: Infinity
FamousAspect.com

danger of linear content

Bloons Tower Defense 4
FamousAspect.com

danger of linear content

Example data from level based game
FamousAspect.com

permanent vs consumable goods

Consumables create a path to infinite monetization
FamousAspect.com

ask for dollars

Kingdom Rush: Frontiers
FamousAspect.com

luxury items

Cater to high value players
FamousAspect.com

currency package pricing

The Last Stand: Dead Zone
FamousAspect.com

what examples should I follow?

UI/UX best practices
FamousAspect.com

teach players to spend

Batman: Arkham Origins
FamousAspect.com

first taste is always free

CSR Classics
FamousAspect.com

first taste is always free

FamousAspect.com

level the playing field

Clash of Clans
FamousAspect.com

advertise your goods

Fairway Solitaire
FamousAspect.com

more fun with friends

Bejeweled Blitz
FamousAspect.com

more fun with friends

TinyCo report jun ’12
FamousAspect.com

community based elder game

Life is Crime
FamousAspect.com

optimize the path to purchase

Tiny Castle
FamousAspect.com

optimize the path to purchase

Backyard Monsters: Unleashed
FamousAspect.com

short sessions, long treadmill

Defender II
FamousAspect.com

mobile = comfort gaming

FamousAspect.com

continue the conversation
• Email: ethan@FamousAspect.com
• Twitter: @FamousAspect
• Articles, tools and templates: FamousAspect.com

FamousAspect.com

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Designing in-game purchases

1. gdc next | nov 13 ethan levy | monetization design consultant | @FamousAspect Designing in-game purchases FamousAspect.com

8. a practical guide to in-game purchases • Is my game a good fit for freemium? • Is my design built for freemium? • Am I selling the right things? • What examples should I follow? FamousAspect.com

9. is my game a good fit for the freemium model? Am I ready for MTX? FamousAspect.com

10. mo’ fun == mo’ money Turning players into veterans is key to making money FamousAspect.com

11. value lies in vets 86% of revenue comes from Vets FamousAspect.com

12. conversion takes time 23 sessions before spend in multiplayer FamousAspect.com

13. ideal player progression Newb Player Vet Early Game Mid Game Elder Game FamousAspect.com

14. great elder games are • social • competitive • infinitely replayable • involve social organization FamousAspect.com

15. is my design built for freemium? My core loop FamousAspect.com

16. what is a core loop? • Key set of activities a player takes each session • Path of least resistance • Actions - main interactive elements • Gates - elements that block progression • Sinks - where player spends currency • Taps - where player gains currency FamousAspect.com

17. purchasing not present Major Mayhem FamousAspect.com

18. purchasing not present Major Mayhem FamousAspect.com

19. purchasing not present Major Mayhem FamousAspect.com

20. purchasing not present Major Mayhem FamousAspect.com

21. purchasing not present Major Mayhem FamousAspect.com

22. purchasing not present Major Mayhem FamousAspect.com

23. purchasing made present Despicable Me: Minion Rush FamousAspect.com

24. purchasing made present Despicable Me: Minion Rush FamousAspect.com

25. purchasing made present Despicable Me: Minion Rush FamousAspect.com

26. purchasing made present Despicable Me: Minion Rush FamousAspect.com

27. purchasing made present Despicable Me: Minion Rush FamousAspect.com

28. am I selling the right things? My offer catalog FamousAspect.com

29. purchase makes a promise Kingdom Rush FamousAspect.com

30. crossing the penny gap Card Hunter FamousAspect.com

31. out of context upsell Call of Mini: Infinity FamousAspect.com

32. danger of linear content Bloons Tower Defense 4 FamousAspect.com

33. danger of linear content Example data from level based game FamousAspect.com

34. permanent vs consumable goods Consumables create a path to infinite monetization FamousAspect.com

35. ask for dollars Kingdom Rush: Frontiers FamousAspect.com

36. ask for dollars Kingdom Rush: Frontiers FamousAspect.com

37. luxury items Cater to high value players FamousAspect.com

38. currency package pricing The Last Stand: Dead Zone FamousAspect.com

39. what examples should I follow? UI/UX best practices FamousAspect.com

40. teach players to spend Batman: Arkham Origins FamousAspect.com

41. teach players to spend Batman: Arkham Origins FamousAspect.com

42. teach players to spend Batman: Arkham Origins FamousAspect.com

43. teach players to spend Batman: Arkham Origins FamousAspect.com

44. teach players to spend Batman: Arkham Origins FamousAspect.com

45. teach players to spend Batman: Arkham Origins FamousAspect.com

46. first taste is always free CSR Classics FamousAspect.com

47. first taste is always free FamousAspect.com

48. first taste is always free CSR Classics FamousAspect.com

49. level the playing field Clash of Clans FamousAspect.com

50. advertise your goods Fairway Solitaire FamousAspect.com

51. more fun with friends Bejeweled Blitz FamousAspect.com

52. more fun with friends TinyCo report jun ’12 FamousAspect.com

53. community based elder game Life is Crime FamousAspect.com

54. optimize the path to purchase Tiny Castle FamousAspect.com

55. optimize the path to purchase Tiny Castle FamousAspect.com

56. optimize the path to purchase Tiny Castle FamousAspect.com

57. optimize the path to purchase Tiny Castle FamousAspect.com

58. optimize the path to purchase Tiny Castle FamousAspect.com

59. optimize the path to purchase Backyard Monsters: Unleashed FamousAspect.com

60. optimize the path to purchase Backyard Monsters: Unleashed FamousAspect.com

61. short sessions, long treadmill Defender II FamousAspect.com

62. mobile = comfort gaming FamousAspect.com

63. mobile = comfort gaming FamousAspect.com

64. mobile = comfort gaming FamousAspect.com

65. continue the conversation • Email: ethan@FamousAspect.com • Twitter: @FamousAspect • Articles, tools and templates: FamousAspect.com FamousAspect.com

Editor's Notes

level the playing field for non spenders
Tripled player retention and doubled revenue after running their first bi-weekly gang event. “Revolutionized the game 6 months after launch”

Designing in-game purchases

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