PAY FOR PLEASURE… NOT FOR PAINGREG COSTIKYANCASUAL CONNECT 2016

WHY DO WE MAKE GAMES?

BECAUSE WE LOVE THEM.

If you got into this industry, for the money, you made a mistake.

WHY DO WE LOVE THEM?

BECAUSE THEY SURPRISE AND DELIGHT US

FREE TO PLAY IS EEVIL?

• You face commercial pressures regardless of your business model.

I ♥ FREE TO PLAY BECAUSE….

WE’RE LIKE ROBIN HOOD!

PAYING FOR PAIN

• Timers• Roadblocks• Pinches

THIS WORKS, BUT….

• Negative impact on retention• Where’s the love?

ACCENTUATE THE POSITIVE

• Cultivate the community

PAY FOR PLEASURE

• Reward generously• Offer tempting rewards• Remember to let them into your heart… then you can start..

to make it better.

MONTHLY CARDS

GACHA IS GOOD FOR YOU

ALLOW DIRECTED PURCHASE (SOMETIMES)

VARIED EVENTS THAT FOSTER GRIND

PUT THE CALL TO MONETIZATIONON REWARDS, NOT PENALTIES

SOCIAL FOR THE WIN

DON’T SLAP USERS IN THE FACE

BE CAREFUL TO THINK YOUR ECONOMY THROUGH

WHEN DEVELOPING NEW CONTENT, DON’T IGNORE YOUR FREE PLAYERS

ALWAYS HAVE ONE VECTOR OF PROGRESS THAT YOU CAN’T BUY• Reassures non-payers, but also…• POSITIVE impact on monetization.• Getting $500 over 6 months is better than getting $500 on D1

HARD CURRENCY-ONLY CONTENT IS OKAY

• As long as non-payers get a trickle of gems

PAY TO WIN IS OKAY TOO – IF IT IS PERIPHERAL

• Trophies in Clash of Clans

• PvP in Dungeon Boss

YES WE CAN!

• Monetize effectively.• Make payers feel like they got value for money.• Keep non-payers happy and active.• As players, feel love for the developers.• As developers, feel great instead of cynical.

YOU JUST NEED TO:

• Design with conscience and care.• Feel empathy for your players – payers and non-payers alike.• Think things through.