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Prototyping your Monetization:
Evaluating Monetization Early
Adam Telfer
@adamwtelfer
Game Lead, Wooga
“We should have thought of
monetization from the start”
What does great monetization
look like
early in development?
GDC 2017: Evaluating Monetization Early
Monetization
None of this matters.
Icing on the cake
You have to create a great base first.
No amount of icing will fix this cake.
What does a good base look like?
GDC 2017: Evaluating Monetization Early
GDC 2017: Evaluating Monetization Early
GDC 2017: Evaluating Monetization Early
GDC 2017: Evaluating Monetization Early
GDC 2017: Evaluating Monetization Early
GDC 2017: Evaluating Monetization Early
What does a good base look like?
STEP 1
STEP 2
STEP 3
STEP 4
STEP 1: DEFINE
STEP 2
STEP 3
STEP 4
What are you selling?
STEP 1: DEFINE WHAT YOU’RE SELLING
It’s not about quantity
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
Core of Monetization =
long lasting desire for progress
STEP 1: DEFINE WHAT YOU’RE SELLING
What is progress in your game?
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
Speeding up Pacing (to Progress)
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
So how do I pace progress?
STEP 1: DEFINE WHAT YOU’RE SELLING
Action
RewardsProgress
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
4Ways to Pace
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
Time Stats
Currencies Luck
STEP 1: DEFINE WHAT YOU’RE SELLING
Time
STEP 1: DEFINE WHAT YOU’RE SELLING
Stats
STEP 1: DEFINE WHAT YOU’RE SELLING
Currencies
STEP 1: DEFINE WHAT YOU’RE SELLING
Luck?
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE WHAT YOU’RE SELLING
Action
RewardsProgress
STEP 1: DEFINE WHAT YOU’RE SELLING
4Questions
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?
What are you selling?
STEP 1: DEFINE WHAT YOU’RE SELLING
STEP 1: DEFINE
Define Progress
Define Pacing
Define what you’re Selling
STEP 1: DEFINE
STEP 2
STEP 3
STEP 4
STEP 1: DEFINE
STEP 2: SCALE
STEP 3
STEP 4
Why do I need a game to scale
in order to monetize?
STEP 2: SCALE
83%
14%
3%
68%
22%
10%
96%
3%
55%
30%
15%
Bookings
DAU
STEP 2: SCALE
Rounds / Day
STEP 2: SCALE
STEP 2: SCALE
Average Days to First Spend
http://www.gameanalytics.com/blog/how-to-identify-whales-in-your-game.html
Low Spender
Top Spenders dominate revenue
Top Spenders take time to spend
Top Spenders are more engaged
STEP 2: SCALE
Top Spenders want a game where
progression lasts
STEP 2: SCALE
STEP 2: SCALE
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
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
STEP 2: SCALE
200 Dwellers, All Rooms Built
In ~30 Days
STEP 2: SCALE
STEP 2: SCALE
Let’s Scale!
Let’s just make the numbers bigger!
STEP 2: SCALE
Can your game evolve for years?
STEP 2: SCALE
But I’m just a prototype!
STEP 2: SCALE
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Map out your progress
Mechanics Sessions
Content Economy
How Games Break Scale:
STEP 2: SCALE
Mechanics
How Games Break Scale:
STEP 2: SCALE
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Do the mechanics scale
with progress?
STEP 2: SCALE
Does each stat have a counter?
STEP 2: SCALE
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
STEP 2: SCALE
STEP 2: SCALE
If you can’t get bigger numbers,
Add more numbers to upgrade
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Is the scope of possible upgrades
large enough?
Does each upgrade feel meaningful?
Mechanics
How Games Break Scale:
STEP 2: SCALE
Mechanics Sessions
How Games Break Scale:
STEP 2: SCALE
Do the sessions scale?
625 Plots
1,254 Clicks / Session
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Interactions Required / Session
Do the sessions scale?
Less & Easier Interactions
STEP 2: SCALE
# of Raids Required to Progress?
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Enough Upgrades
for Meaningful Sessions?
Mechanics Sessions
How Games Break Scale:
STEP 2: SCALE
Mechanics Sessions
Content
How Games Break Scale:
STEP 2: SCALE
Can you Craft 1000+ Levels?
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
STEP 2: SCALE
Year 1 Year 2 Year 3
Cost vs Consumption?
STEP 2: SCALE
STEP 2: SCALE
STEP 2: SCALE
= 5 hours / level
STEP 2: SCALE
= 8 hours / level
STEP 2: SCALE
Cost vs Consumption
5h-8h
/ level
3-4 levels
/ day
STEP 2: SCALE
5h-8h
/ level
15 levels
/ day
*Top 10%
Cost vs Consumption
STEP 2: SCALE
5h-8h
/ level
40 levels
/ day
*Top 1%
Cost vs Consumption
STEP 2: SCALE
Top 5% of players
reach level 600 in <60 days
STEP 2: SCALE
STEP 2: SCALE
How Costly is your Content?
STEP 2: SCALE
How Costly is your Content?
STEP 2: SCALE
How Costly is your Content?
STEP 2: SCALE
How Costly is your Content?
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
How much will this cost to produce?
Mechanics Sessions
Content
How Games Break Scale:
STEP 2: SCALE
Mechanics Sessions
Content Economy
How Games Break Scale:
STEP 2: SCALE
STEP 2: SCALE
Year 1 Year 2 Year 3
Does the economy scale?
Do currencies remain valuable?
STEP 2: SCALE
For each currency,
What are the sources and sinks?
STEP 2: SCALE
Are the sources and sinks
equally powerful?
STEP 2: SCALE
Power of a Source or Sink =
Quantity
Frequency
Probability
Limitors
STEP 2: SCALE
How are they limited?
How does it grow over time?
STEP 2: SCALE
How are they limited?
How does it grow over time?
STEP 2: SCALE
Most games still suffer
from some inflation
10 Billion Coins
STEP 2: SCALE
Controlling Inflation:
STEP 2: SCALE
Mechanics Sessions
Content Economy
Will your game break scale?
STEP 2: SCALE
STEP 2: SCALE
Ensure your
Mechanics, Sessions, Content and Economy
can scale for years!
STEP 1: DEFINE
STEP 2: SCALE
STEP 3
STEP 4
STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4
It doesn’t matter
if you have a long lasting game,
If nothing is desirable.
STEP 3: TRIGGER
Desire to Play
Vs
Desire to Spend FOCUS
STEP 3: TRIGGER
Design triggers for spending
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
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
Why are they spending?
To progress past a difficult level!
STEP 3: TRIGGER
What player type?
Competitive Persona
STEP 3: TRIGGER
How do you tighten?
Level Difficulty
Social Pressure
Time Pressure
STEP 3: TRIGGER
STEP 3: TRIGGER
What triggers spending?
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
Loss Aversion
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
STEP 3: TRIGGER
Connection
STEP 3: TRIGGER
Rarity
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
What triggers spending?
STEP 3: TRIGGER
STEP 3: TRIGGER
STEP 3: TRIGGER
Loss Aversion
Vanity
Competitiveness
Impatience
Investment
Social
Which does your game have?
How can you tighten them?
STEP 3: TRIGGER
STEP 3: TRIGGER
Define & Tighten Triggers in your game!
STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4
STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4: PROTOTYPE
But I’m just a prototype!
STEP 4: PROTOTYPE
Fast Pacing
Easy Difficulty
No Tight Currencies
= Misleading Fun
STEP 4: PROTOTYPE
STEP 4: PROTOTYPE
Free to Play Success:
Pacing Fun
STEP 4: PROTOTYPE
Pacing from the Start
STEP 4: PROTOTYPE
Test Hard Difficulty
STEP 4: PROTOTYPE
Include Tight Currencies
STEP 4: PROTOTYPE
Playtest!
STEP 4: PROTOTYPE
Playtesting with Pacing:
Real Content Consumption Rate
Where & Why HC is spent
Payers vs Non-Payers
Get the Pacing right!
STEP 4: PROTOTYPE
STEP 4: PROTOTYPE
Prototype with Pacing & Monetization Mechanics in!
STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4: PROTOTYPE
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
Now you have a solid base
Now you can add the Icing
Easy when you’ve got a lasting system
Easy when you’ve got a desire to spend
No amount of icing will fix this cake.
Questions?
slides: mobilefreetoplay.com
@adamwtelfer

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GDC 2017: Evaluating Monetization Early