J. Shen Monetization Game Mechanics Social Developers Summit    Monetization  Game  Mechanics
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J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics

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Social Developer Summit

Social Developer Summit

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J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics Presentation Transcript

  • 1. JiaShen
    Monetization Game MechanicsSocial Games
  • 2. Maximize % of paying users
    3-5% of paying users on average
    High end is 10-15%
    50% of these users rebuy
    People either don’t spend or spend a lot
    Free-2-Play -> it’s a user acquisition funnel
  • 3. Number One Monetization Strategy:
    Create Perceived Value
    Perceived Value
    The key to all monetization
    Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality
    The Physical (or Virtual) Manifestation of Perceived Value is: Currency
    Castle Age
  • 4. Perceived Value
    Self Expression Items
    Competitive Items
    Stats
    Upgrades
    Temporary stats
    Consumables
    Progress / Level
    Ultimately converts to currency
  • 5. Time creates desire
    You want what you can’t have
    You want it NOW
    If its too easy, you don’t want it
  • 6. Limited and Premium Items
    Premium
    You just gotta pay to play
    Limited
    Get it now or you’ll never see it again. Maybe
    Warstorm
    Social City
  • 7. Level Locking
    Providing the Hope of Future Entertainment
    By providing visible goals and achievements, users are given a clear incentive to continue gameplay
    Allows for a tightly-regulated system of item release and pacing of users
    Nightclub City
    Frontierville
  • 8. Chance
    First ones free
    Collectibles
    Age old mechanic to extend out perceived value
    Roulette
    Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
    Frontierville
    Social City
  • 9. Time Savers / Boosters
    Speed it up
    Quick Refill
    Every Stat can be filled right now so you can progress NOW
    Time Boost
    Less tangible than instant, but makes for better balancing
    Backyard Monsters
  • 10. Level Tuning
    Throw users into a “lifetime” to earn value
    New User Flow
    Level up a new user quickly in order to create a sense of quick accomplishment and value
    Start with instant gratification
    Growth Curve Dynamics
    Maintain pacing to fit hardcore and casual users, as well as new feature release cycles
    User Loss
    Monitor user levels and tweak according to user drop off
    Nightclub City
    Frontierville
    Nanosiege
  • 11. Summaries…
    Maximize % of Paying users
    Design Perceived Value
    Limit access to value
    Creates demand
    Ups retention because user derives value
  • 12. Thank you!
  • 13.
  • 14. Create difficulty ramp and barriers
    Time with perceived value creates demand
    Determine acceptable rate of increase
    Create many different interacting barriers
    Allows for value creation in the future
    Harder for exploitation of one state
  • 15. Dual Currencies
    Dual Currencies – Created to combat in-game inflation
    By pegging one currency to gameplay functionality and one currency to the dollar, this allows much finer control over the in-game economy
    As people level up and standard currency becomes more plentiful, the use of a secondary currency that does not inflate allows for continuous monetization, or cross-application functionality (a proposed advantage of FB Credits)
    Avoids potential loss of paying customers to gameplay loopholes or bugs
  • 16. Translate to Chinese
    Higher percentage of paying users
    Optimize paying user experience