Masterclass in Self-Publishing by Nicholas Lovell (part 2)

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At Interactive Scotland's Digital 2011 conference in Glasgow, Nicholas Lovell from Games Brief presented a workshop about self-publishing computer games, which has relevance for all digital media content creators. This is part one of three.

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Masterclass in Self-Publishing by Nicholas Lovell (part 2)

  1. 1. Session 2: How to make a profitable mobile social game
  2. 2. Killers, Achievers, Explorers, Socialisers
  3. 3. Killers <ul><li>Competition </li></ul><ul><li>Tests of skill </li></ul><ul><li>PvP </li></ul><ul><li>Ganking and griefing </li></ul><ul><li>It’s all about “beating” another human </li></ul>
  4. 4. Achievers <ul><li>Points, levels, trophies and stuff </li></ul><ul><li>Competition “with yourself” </li></ul><ul><li>Who “gamification” was made for </li></ul><ul><ul><li>Xbox Live Achievements </li></ul></ul><ul><ul><li>Levelling up </li></ul></ul><ul><ul><li>Grind </li></ul></ul><ul><li>Achievers want elite status, and to show it off </li></ul>
  5. 5. Explorers <ul><li>Search </li></ul><ul><li>Explore </li></ul><ul><li>Take time </li></ul><ul><li>Discover </li></ul><ul><li>Transmedia-friendly </li></ul><ul><li>Explorers want to go where no one else has gone and know what no one else knows </li></ul>
  6. 6. Socialisers <ul><li>Friends </li></ul><ul><li>Community </li></ul><ul><li>Communication </li></ul><ul><li>It doesn’t matter what they do as long as they do it with friends </li></ul>
  7. 7. Everyone is a bit of everything <ul><li>My BARTLE TEST results </li></ul><ul><li>Explorer (E.A.S.K.) </li></ul><ul><ul><li>Explorer: 80% </li></ul></ul><ul><ul><li>Achiever: 73% </li></ul></ul><ul><ul><li>Socializer: 47% </li></ul></ul><ul><ul><li>Killer: 0% </li></ul></ul><ul><li>http://www.gamerdna.com/quizzes/bartle-test-of-gamer-psychology </li></ul>
  8. 8. Farmville satisfies Killers
  9. 9. Farmville satisfies Achievers
  10. 10. Farmville satisfies Explorers
  11. 11. Farmville satisfies Socialisers
  12. 12. High spenders and the rule of 0-1-100
  13. 13. The rule of 0-1-100 <ul><li>Zero: </li></ul><ul><ul><li>Make the game free to play and fun </li></ul></ul><ul><li>One: </li></ul><ul><ul><li>Make it really easy to spend $1 </li></ul></ul><ul><li>One hundred </li></ul><ul><ul><li>Make it possible to spend $100 </li></ul></ul>
  14. 14. Ideas for $100 – take notes <ul><li>Consumables: </li></ul><ul><ul><li>Energy, tractor fuel, potions, power ups </li></ul></ul><ul><li>Aesthetics: </li></ul><ul><ul><li>Status, self-expression, belonging </li></ul></ul><ul><li>Progress </li></ul><ul><ul><li>Time for money </li></ul></ul><ul><li>Showing off </li></ul><ul><ul><li>Scores! </li></ul></ul>
  15. 15. The knife-edge balance <ul><li>Zynga successfully balances gamers: </li></ul><ul><ul><li>Waiting (or Spinning their wheels) </li></ul></ul><ul><ul><li>Spamming their friends </li></ul></ul><ul><ul><li>Spending their money </li></ul></ul><ul><ul><li>Visiting sponsors </li></ul></ul><ul><li>Done well, it’s great. Done badly, it’s cynical </li></ul>
  16. 16. Group work <ul><li>Take the game you’ve already built </li></ul><ul><li>Explain: </li></ul><ul><ul><li>What retention mechanics you will build in </li></ul></ul><ul><ul><ul><li>Gameplay </li></ul></ul></ul><ul><ul><ul><li>Rewards </li></ul></ul></ul><ul><ul><ul><li>Commitments </li></ul></ul></ul><ul><ul><li>How you will deliver on 0-1-100 </li></ul></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>$1 </li></ul></ul></ul><ul><ul><ul><li>$100 per month </li></ul></ul></ul>
  17. 17. End of session 2

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