#sgsconfla, #mediabistro, #webmediabrands

1. COMMUNITY
DRIVEN
RETENTION
DESIGN

2. GABRIEL LEYDON
CO FOUNDER AND CEO
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3. JANUARY
2009
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4. 2012 TOP
GROSSING
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5. COIN OP BACKGROUND
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6. F2P IS A DESIGN DRIVEN
BUSINESS
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7. A F2P GAME DESIGNERS JOB:
• FUN
• RETENTION
• MONETIZATION
• USER ACQUISITION
• NEW USER ON-BOARDING
• EXPANDABLE CONTENT
• EVENT DRIVEN SYSTEMS
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8. F2P GAME DESIGN IS
THE ART OF PROBLEM
SOLVING
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9. THE GOLDEN RULE
YOU CANNOT MAKE MONEY IF THE
PLAYER IS NOT PLAYING YOUR GAME
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10. COMMON MANIFESTATIONS OF
THE GOLDEN RULE
• ENERGY TIMERS
• COLLECTION TIMERS
• APPOINTMENT TIMERS
• LIMITED TIME EVENTS AND ITEMS
• DAILY REWARDS
• PUSH NOTIFICATIONS
• ASYNCHRONOUS GAME PLAY
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11. MANUFACTURING RETENTION
• FREQUENCY
• VARIABLE OUTCOME
• SENSE OF CONTROL
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12. CONTENT
VS
COMMUNITY
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13. CONTENT
“UPDATE YOUR APP OFTEN WITH NEW CONTENT TO
KEEP YOUR PLAYERS ENGAGED”
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14. NEW CONTENT
• NEW LEVELS
• NEW ITEMS
• NEW CHARACTERS
• NEW ART
• NEW MUSIC
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15. CONTENT
“UPDATE YOUR APP OFTEN WITH NEW CONTENT TO
KEEP YOUR PLAYERS ENGAGED”
PROBLEMS!
• PRODUCTION VALUES ARE RISING
• COST OF PRODUCING CONTENT IS GOING UP
• TIME TO PRODUCE CONTENT IS TAKING LONGER
• HIGH DEGREE OF FAILURE
FREQUENCY IS LOW AND THE PLAYER HAS NO SENSE
OF CONTROL
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16. CONTENT CENTRIC RETENTION DESIGN IS
PRIMARILY A PREMIUM GAMES
SOLUTION
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17. COMMUNITY
PLAYERS ENGAGING WITH EACH OTHER
AND IN ESSENCE CREATING “CONTENT”
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18. COMMUNITY
• CHAT
• PVP
• COMMENTS
• CLANS
• LEADER BOARDS
• PLAYER PROFILES
• AVATARS
• GIFTS
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19. COMMUNITY
PLAYERS ENGAGING WITH EACH OTHER AND IN
ESSENCE CREATING CONTENT
ADVANTAGES!
• NEAR ZERO COST FOR CREATING “CONTENT”
• REAL TIME AND SCALABLE “CONTENT” CREATION
• EXTREMELY TARGETED “CONTENT”
• COMMUNITY GENERATED “CONTENT” HAS A LOWER
DEGREE OF FAILURE
COMMUNITY CONTENT IS EXTREMELY FREQUENT,
VARIABLE, AND HAS A HIGH SENSE OF CONTROL!
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20. Source: Flurry
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21. THE FUTURE OF F2P GAME DESIGN
• PLAYER DRIVEN IN GAME
ECONOMIES
• PERSISTENT REAL TIME WORLDS
• CROSS PLATFORM REAL TIME
MULTIPLAYER GAMES
• MODERN AND COMPLETE IN
GAME COMMUNICATION SUITES
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22. KEY
TAKEAWAYS
• F2P DESIGN IS THE ART OF
PROBLEM SOLVING
• THE GOLDEN RULE: YOU CAN
NOT MAKE MONEY IF THE PLAYER
IS NOT PLAYING!
• COMMUNITY FEATURES ARE THE
MOST EFFICIENT TOOLS FOR
CREATING LONG TERM
RETENTION
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23. THANK
YOU
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