Qualities of Virtual Goods

BGF 2010 Qualities of Virtual Goods Martin Nerurkar & Volker Boenigk

Martin Nerurkar Volker Boenigk E-Mail Martin.Nerurkar@Gameforge.com Volker.Boenigk@Gameforge.com Twitter @MNerurkar @PoweredByPixels Web www.martin.nerurkar.de www.poweredbypixels.de Blog www.gamearch.com blog.poweredbypixels.de System Qualities Tricks

Overview System Qualities Tricks

Overview System Qualities Tricks System Qualities Tricks

Overview System Qualities Tricks 1. The basics of our system System Qualities Tricks

Overview System Qualities Tricks 1. The basics of our system 2. Describing the 6 qualities (+ Examples) System Qualities Tricks

Overview System Qualities Tricks 1. The basics of our system 2. Describing the 6 qualities (+ Examples) 3. Additional tricks System Qualities Tricks

System System Qualities Tricks

The System Use-Value Advantage Aesthetics Comfort Content System Qualities Tricks

The System Use-Value Artificial Scarcity Duration Advantage Aesthetics Comfort Content Availability System Qualities Tricks

The System Use-Value Artificial Scarcity Duration Advantage Aesthetics Perceived Value Comfort Content Availability System Qualities Tricks

The System + + + + + = System Qualities Tricks

Qualities System Qualities Tricks

The 6 Qualities • Quality represents value to Advantage the player – High Quality = desirable Aesthetics • Quality strength is Comfort dependent on the game Content Duration Availability System Qualities Tricks

Advantage Advantage Aesthetics Comfort Content Duration Availability System Qualities Tricks

Advantage • Increased performance – Better equipment – XP boosts • The payer has a gameplay advantage over non-payers (Careful!) • Exclusive bonuses can feel more unfair than earnable bonuses System Qualities Tricks

Advantage Example Battleknight Guards Use Values Scarcity • +25% Defense • Limited duration System Qualities Tricks

Advantage • How big is the performance increase? • Is it a direct or indirect gain? • How competitive is the game? • Will it break the game? System Qualities Tricks

Aesthetics Advantage Aesthetics Comfort Content Duration Availability Image: http://www.flickr.com/photos/fdecomite/ System Qualities Tricks

Aesthetics • Audiovisual value – Hairstyles – Unique clothes – “Vanity items” • Very dependent on the type of game System Qualities Tricks

Aesthetics Example Europe 1400 Avatars Use Values Scarcity • Unique looks • Permanent System Qualities Tricks

Aesthetics • How visual is the game? • How desirable is the effect? • Is the effect customizable? • Does it represent an affiliation? System Qualities Tricks

Comfort Advantage Aesthetics Comfort Content Duration Image: http://www.flickr.com/photos/austinevan/ Availability System Qualities Tricks

Comfort • Making life easier for the player • Cuts the parts that are not enjoyable – Automatization – Improved interface features System Qualities Tricks

Comfort Example Ikariam City Overview Use Values Scarcity • Easier to keep an • Limited time overview over your cities System Qualities Tricks

Comfort • How annoying is the normal task? • Does the feature require less effort? • Does it save the player time? System Qualities Tricks

Content Advantage Aesthetics Comfort Content Duration Image: http://www.flickr.com/photos/depone/ Availability System Qualities Tricks

Content • Adds new playing options – New areas – New quests – New classes • Allows to extend the experience System Qualities Tricks

Content Example Hypothetical New Class Use Values Scarcity • Perfectly balanced • Permanent • Unique premium class System Qualities Tricks

Content Example Metin 2 Dungeons Use Values Scarcity • Exclusive content • Limited use • Faster levelling • Better drop chances System Qualities Tricks

Content • How much time can be spent with the new content? • How well created is it? • How dependant is the game on content? System Qualities Tricks

Duration Advantage Aesthetics Comfort Content Duration Availability Image: http://www.flickr.com/photos/robbie73/ System Qualities Tricks

Duration • How long does the good last or how often can it be used? • The higher the duration, the higher the perceived value • Permanent goods can be problematic System Qualities Tricks

Duration • How long does the item last? • Is duration in harmony with effect and presentation? System Qualities Tricks

Availability Advantage Aesthetics Comfort Content Duration Image: http://www.flickr.com/photos/villamon/ Availability System Qualities Tricks

Availability • The rarer a good is, the more valuable it becomes • Different ways to modify availability • Stronger if players can display rare goods System Qualities Tricks

Availability • How hard is the good to get? • Can the good be collected and/or displayed? • Is availability in harmony with the presentation? System Qualities Tricks

The Qualities + + + + + = System Qualities Tricks

Tricks System Qualities Tricks

Rating System System Qualities Tricks

Player Needs Matrix Laziness Keep up Be better See everything Have everything Be unique To belong System Qualities Tricks

Whitespot Analysis System Qualities Tricks

Whitespot Analysis What? Who? Image: http://www.sxc.hu/profile/yarranz System Qualities Tricks

Wrapup System Qualities Tricks

Wrapup Use-Value Artificial Scarcity Duration Advantage Aesthetics Perceived Value Comfort Content Availability System Qualities Tricks

Contact Us Martin Nerurkar Volker Boenigk E-Mail Martin.Nerurkar@Gameforge.com Volker.Boenigk@Gameforge.com Twitter @MNerurkar @PoweredByPixels Web www.martin.nerurkar.de www.poweredbypixels.de Blog www.gamearch.com blog.poweredbypixels.de System Qualities Tricks

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Qualities of Virtual Goods

by Martin Nerurkar on Nov 10, 2010

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Qualities of Virtual Goods — Presentation Transcript