GDC 2017: Evaluating Monetization Early
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GDC 2017 Mobile Free To Play How to approach monetization in early concepts mobilefreetoplay.com
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GDC 2017: Evaluating Monetization Early
- 1. Prototyping your Monetization: Evaluating Monetization Early Adam Telfer @adamwtelfer Game Lead, Wooga
- 2. “We should have thought of monetization from the start”
- 3. What does great monetization look like early in development?
- 5. Monetization
- 6. None of this matters.
- 7. Icing on the cake
- 8. You have to create a great base first.
- 9. No amount of icing will fix this cake.
- 10. What does a good base look like?
- 17. What does a good base look like?
- 18. STEP 1 STEP 2 STEP 3 STEP 4
- 19. STEP 1: DEFINE STEP 2 STEP 3 STEP 4
- 20. What are you selling? STEP 1: DEFINE WHAT YOU’RE SELLING
- 21. It’s not about quantity STEP 1: DEFINE WHAT YOU’RE SELLING
- 22. STEP 1: DEFINE WHAT YOU’RE SELLING
- 23. Core of Monetization = long lasting desire for progress STEP 1: DEFINE WHAT YOU’RE SELLING
- 24. What is progress in your game? STEP 1: DEFINE WHAT YOU’RE SELLING
- 25. STEP 1: DEFINE WHAT YOU’RE SELLING
- 26. STEP 1: DEFINE WHAT YOU’RE SELLING
- 27. STEP 1: DEFINE WHAT YOU’RE SELLING
- 28. Speeding up Pacing (to Progress) STEP 1: DEFINE WHAT YOU’RE SELLING
- 29. STEP 1: DEFINE WHAT YOU’RE SELLING
- 30. So how do I pace progress? STEP 1: DEFINE WHAT YOU’RE SELLING
- 31. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING
- 32. STEP 1: DEFINE WHAT YOU’RE SELLING
- 33. 4Ways to Pace STEP 1: DEFINE WHAT YOU’RE SELLING
- 34. STEP 1: DEFINE WHAT YOU’RE SELLING Time Stats Currencies Luck
- 35. STEP 1: DEFINE WHAT YOU’RE SELLING
- 36. Time STEP 1: DEFINE WHAT YOU’RE SELLING
- 37. Stats STEP 1: DEFINE WHAT YOU’RE SELLING
- 38. Currencies STEP 1: DEFINE WHAT YOU’RE SELLING
- 39. Luck? STEP 1: DEFINE WHAT YOU’RE SELLING
- 40. STEP 1: DEFINE WHAT YOU’RE SELLING
- 41. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING 4Questions
- 42. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING What are the major currencies & systems which pace your progress? Where could new pacing mechanisms make natural sense in your loop? Are the purchases repeatable? Should these be purchasable?
- 43. What are you selling? STEP 1: DEFINE WHAT YOU’RE SELLING
- 44. STEP 1: DEFINE Define Progress Define Pacing Define what you’re Selling
- 45. STEP 1: DEFINE STEP 2 STEP 3 STEP 4
- 46. STEP 1: DEFINE STEP 2: SCALE STEP 3 STEP 4
- 47. Why do I need a game to scale in order to monetize? STEP 2: SCALE
- 49. Rounds / Day STEP 2: SCALE
- 50. STEP 2: SCALE Average Days to First Spend http://www.gameanalytics.com/blog/how-to-identify-whales-in-your-game.html Low Spender
- 51. Top Spenders dominate revenue Top Spenders take time to spend Top Spenders are more engaged STEP 2: SCALE
- 52. Top Spenders want a game where progression lasts STEP 2: SCALE
- 53. STEP 2: SCALE
- 54. Their progress lasts Clash of Clans ~3y 193d* Clash Royale ~2y 168d** *Not Spending, 1 Builder. http://clashofclans.wikia.com/wiki/Cumulative_Costs ** Until Level 12 Progression http://clashroyalearena.com/guides/spend-gems-clash-royale STEP 2: SCALE
- 55. Even with heavy spending. Clash of Clans ~$16,650* Game of War ~$120,000* * Single Player Only http://clashofclans.wikia.com/wiki/Cumulative_Costs *Ignores Social Purchasing http://www.pocketgamer.biz/news/61710/deconstructing-game-of-war/ STEP 2: SCALE
- 56. STEP 2: SCALE
- 57. 200 Dwellers, All Rooms Built In ~30 Days STEP 2: SCALE
- 58. STEP 2: SCALE
- 59. Let’s Scale! Let’s just make the numbers bigger! STEP 2: SCALE
- 60. Can your game evolve for years? STEP 2: SCALE
- 61. But I’m just a prototype! STEP 2: SCALE
- 62. STEP 2: SCALE
- 63. STEP 2: SCALE Year 1 Year 2 Year 3 Map out your progress
- 64. Mechanics Sessions Content Economy How Games Break Scale: STEP 2: SCALE
- 65. Mechanics How Games Break Scale: STEP 2: SCALE
- 66. STEP 2: SCALE
- 67. STEP 2: SCALE Year 1 Year 2 Year 3
- 68. Do the mechanics scale with progress? STEP 2: SCALE
- 69. Does each stat have a counter? STEP 2: SCALE
- 70. STEP 2: SCALE
- 71. STEP 2: SCALE Year 1 Year 2 Year 3
- 72. STEP 2: SCALE
- 73. STEP 2: SCALE
- 74. If you can’t get bigger numbers, Add more numbers to upgrade STEP 2: SCALE
- 75. STEP 2: SCALE Year 1 Year 2 Year 3 Is the scope of possible upgrades large enough? Does each upgrade feel meaningful?
- 76. Mechanics How Games Break Scale: STEP 2: SCALE
- 77. Mechanics Sessions How Games Break Scale: STEP 2: SCALE
- 78. Do the sessions scale? 625 Plots 1,254 Clicks / Session STEP 2: SCALE
- 79. STEP 2: SCALE Year 1 Year 2 Year 3 Interactions Required / Session
- 80. Do the sessions scale? Less & Easier Interactions STEP 2: SCALE
- 81. # of Raids Required to Progress? STEP 2: SCALE
- 82. STEP 2: SCALE Year 1 Year 2 Year 3 Enough Upgrades for Meaningful Sessions?
- 83. Mechanics Sessions How Games Break Scale: STEP 2: SCALE
- 84. Mechanics Sessions Content How Games Break Scale: STEP 2: SCALE
- 85. Can you Craft 1000+ Levels? STEP 2: SCALE
- 86. STEP 2: SCALE Year 1 Year 2 Year 3
- 87. STEP 2: SCALE Year 1 Year 2 Year 3
- 88. Cost vs Consumption? STEP 2: SCALE
- 89. STEP 2: SCALE
- 90. STEP 2: SCALE
- 91. = 5 hours / level STEP 2: SCALE
- 92. = 8 hours / level STEP 2: SCALE
- 93. Cost vs Consumption 5h-8h / level 3-4 levels / day STEP 2: SCALE
- 94. 5h-8h / level 15 levels / day *Top 10% Cost vs Consumption STEP 2: SCALE
- 95. 5h-8h / level 40 levels / day *Top 1% Cost vs Consumption STEP 2: SCALE
- 96. Top 5% of players reach level 600 in <60 days STEP 2: SCALE
- 97. STEP 2: SCALE
- 98. How Costly is your Content? STEP 2: SCALE
- 99. How Costly is your Content? STEP 2: SCALE
- 100. How Costly is your Content? STEP 2: SCALE
- 101. How Costly is your Content? STEP 2: SCALE
- 102. STEP 2: SCALE Year 1 Year 2 Year 3 How much will this cost to produce?
- 103. Mechanics Sessions Content How Games Break Scale: STEP 2: SCALE
- 104. Mechanics Sessions Content Economy How Games Break Scale: STEP 2: SCALE
- 105. STEP 2: SCALE Year 1 Year 2 Year 3 Does the economy scale?
- 106. Do currencies remain valuable? STEP 2: SCALE
- 107. For each currency, What are the sources and sinks? STEP 2: SCALE
- 108. Are the sources and sinks equally powerful? STEP 2: SCALE
- 109. Power of a Source or Sink = Quantity Frequency Probability Limitors STEP 2: SCALE
- 110. How are they limited? How does it grow over time? STEP 2: SCALE
- 111. How are they limited? How does it grow over time? STEP 2: SCALE
- 112. Most games still suffer from some inflation 10 Billion Coins STEP 2: SCALE
- 113. Controlling Inflation: STEP 2: SCALE
- 114. Mechanics Sessions Content Economy Will your game break scale? STEP 2: SCALE
- 115. STEP 2: SCALE Ensure your Mechanics, Sessions, Content and Economy can scale for years!
- 116. STEP 1: DEFINE STEP 2: SCALE STEP 3 STEP 4
- 117. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4
- 118. It doesn’t matter if you have a long lasting game, If nothing is desirable. STEP 3: TRIGGER
- 119. Desire to Play Vs Desire to Spend FOCUS STEP 3: TRIGGER
- 120. Design triggers for spending STEP 3: TRIGGER
- 121. STEP 3: TRIGGER
- 122. STEP 3: TRIGGER
- 123. STEP 3: TRIGGER
- 124. Find Your Triggers Why are they spending? What player type will spend? How often & much will they spend? What can you do to strengthen the reasons to spend? STEP 3: TRIGGER
- 125. Why are they spending? To progress past a difficult level! STEP 3: TRIGGER
- 126. What player type? Competitive Persona STEP 3: TRIGGER
- 127. How do you tighten? Level Difficulty Social Pressure Time Pressure STEP 3: TRIGGER
- 128. STEP 3: TRIGGER
- 129. What triggers spending? STEP 3: TRIGGER
- 130. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 131. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 132. Loss Aversion STEP 3: TRIGGER
- 133. STEP 3: TRIGGER
- 134. STEP 3: TRIGGER
- 135. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 136. STEP 3: TRIGGER
- 138. STEP 3: TRIGGER
- 139. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 140. STEP 3: TRIGGER
- 141. STEP 3: TRIGGER
- 142. STEP 3: TRIGGER
- 143. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 144. STEP 3: TRIGGER
- 145. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 146. STEP 3: TRIGGER
- 147. STEP 3: TRIGGER
- 148. STEP 3: TRIGGER
- 149. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
- 150. STEP 3: TRIGGER
- 151. STEP 3: TRIGGER
- 152. Loss Aversion Vanity Competitiveness Impatience Investment Social Which does your game have? How can you tighten them? STEP 3: TRIGGER
- 153. STEP 3: TRIGGER Define & Tighten Triggers in your game!
- 154. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4
- 155. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4: PROTOTYPE
- 156. But I’m just a prototype! STEP 4: PROTOTYPE
- 157. Fast Pacing Easy Difficulty No Tight Currencies = Misleading Fun STEP 4: PROTOTYPE
- 158. STEP 4: PROTOTYPE
- 159. Free to Play Success: Pacing Fun STEP 4: PROTOTYPE
- 160. Pacing from the Start STEP 4: PROTOTYPE
- 161. Test Hard Difficulty STEP 4: PROTOTYPE
- 162. Include Tight Currencies STEP 4: PROTOTYPE
- 164. Playtesting with Pacing: Real Content Consumption Rate Where & Why HC is spent Payers vs Non-Payers Get the Pacing right! STEP 4: PROTOTYPE
- 165. STEP 4: PROTOTYPE Prototype with Pacing & Monetization Mechanics in!
- 166. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4: PROTOTYPE
- 167. Define the Core Progression & What you can Sell Ensure your game can scale to years Define & Tighten Triggers in your game Prototype with Pacing & Monetization
- 168. Now you have a solid base
- 169. Now you can add the Icing
- 170. Easy when you’ve got a lasting system Easy when you’ve got a desire to spend
- 171. No amount of icing will fix this cake.