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New approaches to free-to-play game design - game monetization lecture from GDC Next '14

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This lecture is best enjoyed with audio. Full slide and audio at http://youtu.be/nNlPFcynu8c
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This talk was originally presented by game monetization consultancy FamousAspect at GDC Next 2014. Find more articles, tools and talks at www.famousaspect.com.
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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.
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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/

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New approaches to free-to-play game design - game monetization lecture from GDC Next '14

  1. 1. FamousAspect.com New approaches to F2P design gdc next | oct 14 ethan levy | monetization design consultant | @FamousAspect
  2. 2. FamousAspect.com
  3. 3. FamousAspect.com Slides + Audio available • This presentation is best conveyed with audio • Full slides + audio are available on youTube •http://youtu.be/nNlPFcynu8c
  4. 4. FamousAspect.com My motivation help devs tackle monetization from day one
  5. 5. FamousAspect.com
  6. 6. FamousAspect.com
  7. 7. FamousAspect.com
  8. 8. FamousAspect.com
  9. 9. FamousAspect.com
  10. 10. FamousAspect.com
  11. 11. FamousAspect.com takeaways • should i f2p? • 4 pleasures model for understanding players • prototype your business model
  12. 12. FamousAspect.com Should I F2P? not every game is a match for the f2p business model
  13. 13. FamousAspect.com Shattered Planet by Kitfox Games
  14. 14. FamousAspect.com Featured on iOS
  15. 15. FamousAspect.com 100,000 downloads in 4 days
  16. 16. FamousAspect.com Featured on Android
  17. 17. FamousAspect.com 300,000 downloads in 2 months
  18. 18. FamousAspect.com
  19. 19. FamousAspect.com “... 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
  20. 20. FamousAspect.com a work in progress tool available at FamousAspect.com the tool
  21. 21. FamousAspect.com next steps for the tool • Market data • Tool tips to help inform decisions • Spotting red flags • Some form of sanity checking
  22. 22. FamousAspect.com 4 pleasures model a mental framework to understand why players pay
  23. 23. FamousAspect.com the 4 pleasures model
  24. 24. FamousAspect.com a framework for F2P • Physio-pleasure • Socio-pleasure • Psycho-pleasure • Ideo-pleasure
  25. 25. FamousAspect.com “This has to do with the body and with pleasures derived from the sensory organs” physio-pleasure
  26. 26. FamousAspect.com “This has to do with the body and with pleasures derived from the sensory organs” physio-pleasure
  27. 27. FamousAspect.com “This has to do with the body and with pleasures derived from the sensory organs” physio-pleasure
  28. 28. FamousAspect.com “This is the enjoyment derived from relationships with others.” socio-pleasure
  29. 29. FamousAspect.com “This is the enjoyment derived from relationships with others.” socio-pleasure
  30. 30. FamousAspect.com “This is the enjoyment derived from relationships with others.” socio-pleasure
  31. 31. FamousAspect.com “Psycho pleasure pertains to people’s cognitive and emotional reactions.” psycho-pleasure
  32. 32. FamousAspect.com “Psycho pleasure pertains to people’s cognitive and emotional reactions.” psycho-pleasure
  33. 33. FamousAspect.com “Psycho pleasure pertains to people’s cognitive and emotional reactions.” psycho-pleasure
  34. 34. FamousAspect.com “Ideo pleasures pertain to people’s values.” ideo-pleasure
  35. 35. FamousAspect.com “Ideo pleasures pertain to people’s values.” ideo-pleasure
  36. 36. FamousAspect.com “Ideo pleasures pertain to people’s values.” ideo-pleasure
  37. 37. FamousAspect.com 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?
  38. 38. FamousAspect.com prototype your business model a tool for designing for F2P early in the dev process
  39. 39. FamousAspect.com massive exit for the OpenFeint team
  40. 40. FamousAspect.com major coverage of the product unveiling
  41. 41. FamousAspect.com huge raise for a focused vision
  42. 42. FamousAspect.com Editor’s Choice on launch
  43. 43. FamousAspect.com And it gets great reviews
  44. 44. FamousAspect.com Peaks at #5 download in the US during launch week
  45. 45. FamousAspect.com Does not break into the top 150 grossing in first month
  46. 46. FamousAspect.com two main mantras • F2P is a long-term relationship • Make purchasing present
  47. 47. FamousAspect.com prototype your business model a tool for designing for F2P early in the dev process
  48. 48. FamousAspect.com boxed development model
  49. 49. FamousAspect.com boxed development model
  50. 50. FamousAspect.com boxed development model
  51. 51. FamousAspect.com fun = sales therefore prove run first
  52. 52. FamousAspect.com f2p development model
  53. 53. FamousAspect.com f2p development model
  54. 54. FamousAspect.com f2p development model
  55. 55. FamousAspect.com f2p development model
  56. 56. FamousAspect.com f2p development model
  57. 57. FamousAspect.com fun + ui = sales therefore prove ui first
  58. 58. FamousAspect.com early stage f2p design • game brief • monetization strategy • core loops / engagement • ui prototype
  59. 59. FamousAspect.com 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
  60. 60. FamousAspect.com 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
  61. 61. FamousAspect.com run and gun loop
  62. 62. FamousAspect.com squad run loop
  63. 63. FamousAspect.com PvP weekly tournament loop
  64. 64. FamousAspect.com GvG event loop
  65. 65. FamousAspect.com early gamer - core gameplay engagement
  66. 66. FamousAspect.com early gamer - daily mission
  67. 67. FamousAspect.com mid game - squad runs
  68. 68. FamousAspect.com mid game - pvp events
  69. 69. FamousAspect.com elder game - gvg events
  70. 70. FamousAspect.com core loop - home screen
  71. 71. FamousAspect.com core loop - mission loadout
  72. 72. FamousAspect.com core loop - fun goes here
  73. 73. FamousAspect.com core loop - victory screen
  74. 74. FamousAspect.com core loop - home screen
  75. 75. FamousAspect.com core loop - chests
  76. 76. FamousAspect.com core loop - crafting
  77. 77. FamousAspect.com core loop - fusion
  78. 78. FamousAspect.com next steps • make it interactive • add economic inputs and outputs • add time modeling • test the business model in motion!
  79. 79. FamousAspect.com continue the conversation • Email: ethan@FamousAspect.com • Twitter: @FamousAspect • Articles, tools and templates: FamousAspect.com

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