Pay for Pleasure, Not Pain | Greg Costikyan
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Delivered Casual Connect USA 2016. As our audience becomes more sophisticated about free-to-play gaming, the crude monetization techniques of the past – hard gates, painful pinches and spammy calls to monetization – become less tolerable, and negatively impact retention. We need to get more sophisticated about how we approach monetization. Games have always been about delighting players; can we make the call to monetization delightful as well, and leave our payers feeling that their money is well spent?
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Pay for Pleasure, Not Pain | Greg Costikyan
- 1. PAY FOR PLEASURE… NOT FOR PAIN GREG COSTIKYAN CASUAL CONNECT 2016
- 2. WHY DO WE MAKE GAMES?
- 3. BECAUSE WE LOVE THEM. If you got into this industry, for the money, you made a mistake.
- 4. WHY DO WE LOVE THEM?
- 5. BECAUSE THEY SURPRISE AND DELIGHT US
- 6. FREE TO PLAY IS EEVIL? • You face commercial pressures regardless of your business model.
- 7. I ♥ FREE TO PLAY BECAUSE….
- 8. WE’RE LIKE ROBIN HOOD!
- 9. PAYING FOR PAIN • Timers • Roadblocks • Pinches
- 10. THIS WORKS, BUT…. • Negative impact on retention • Where’s the love?
- 11. ACCENTUATE THE POSITIVE • Cultivate the community
- 12. PAY FOR PLEASURE • Reward generously • Offer tempting rewards • Remember to let them into your heart… then you can start.. to make it better.
- 13. MONTHLY CARDS
- 14. GACHA IS GOOD FOR YOU
- 15. ALLOW DIRECTED PURCHASE (SOMETIMES)
- 16. VARIED EVENTS THAT FOSTER GRIND
- 17. PUT THE CALL TO MONETIZATION ON REWARDS, NOT PENALTIES
- 18. SOCIAL FOR THE WIN
- 19. DON’T SLAP USERS IN THE FACE
- 20. BE CAREFUL TO THINK YOUR ECONOMY THROUGH
- 21. WHEN DEVELOPING NEW CONTENT, DON’T IGNORE YOUR FREE PLAYERS
- 22. 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
- 23. HARD CURRENCY-ONLY CONTENT IS OKAY • As long as non-payers get a trickle of gems
- 24. PAY TO WIN IS OKAY TOO – IF IT IS PERIPHERAL • Trophies in Clash of Clans • PvP in Dungeon Boss
- 25. 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.
- 26. YOU JUST NEED TO: • Design with conscience and care. • Feel empathy for your players – payers and non-payers alike. • Think things through.