Turbine DDO Virtual Goods Summit Presentation


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  • Background
  • And launch with a credible release
  • Beta players spending real $
  • Turbine DDO Virtual Goods Summit Presentation

    1. 1. CASE STUDY:Transitioning DDO from a Subscription to Hybrid Model<br />Presented by<br />Mark Rose, PlaySpan<br />
    2. 2. Adopting a Fully Flexible MONETIZATION model<br />Without scaring away players or ruining your game!<br />
    3. 3. About Turbine<br />The Premier Entertainment Services Company: Creating and Operating Massive Online Game Worlds and Communities Based on the World’s Most Important Entertainment Brands<br />Founded: 1994<br />Employees: 300+ (Boston / San Francisco)<br />Franchises: The Lord of the Rings Online™<br /> Dungeons & Dragons Online®<br /> Asheron’s Call®<br />Defined by Constant Innovation and Product Segment Leadership<br />3<br />
    4. 4. THE CHALLENGERe-imagining the AAA North American MMO<br />4<br />
    5. 5. DDO – What We Did Right<br />Fun Party-based RPG Questing<br />Unique Hand-crafted Adventures<br />Fast Action Combat<br />Faithful Adaptation of Dungeons & Dragons<br />Diverse Character Customization Options<br />Launch Date: Feb. 28 2006<br />
    6. 6. DDO – A humble beginning<br />Hard to Solo<br />No Open World, few Outdoor Quests <br />No PvP or Direct Competition<br />No Crafting<br />Only 10 Character Levels<br />Did Not Fit the Expectations of a Traditional MMO Subscription Model<br />
    7. 7. 3 Years of Live Updates<br />Revised Character Generation and New Player Experience<br /><ul><li>3 Level Cap Increases
    8. 8. Monk class
    9. 9. Drow race
    10. 10. Solo Difficulty Level
    11. 11. NPC Hirelings
    12. 12. 100+ new Adventures
    13. 13. 8 new 12-player Raids
    14. 14. PvP Brawls and Arenas
    15. 15. Mail & Auctions Systems
    16. 16. 8 new Public City Areas
    17. 17. 17 Hunting Zones</li></li></ul><li>Dungeons & Dragons Online Relaunch<br />Premium Subscription MMO Next-Generation Business Model<br />Based on original D&D RPG<br />Technology powerhouse<br />Action combat system<br />Strong social toolset <br />First AAA MMO to embrace F2P<br />In depth e-commerce system<br />Scaled for large population gains<br />Hybrid model with premium subscriptions<br />
    18. 18. Makes it Free to Play<br />Optional Subscription<br />The Best Combat Of Any MMO<br />In Game Store <br />Purchasable Account Upgrades<br />Level Cap to 96 ranks / D&D limit of 20<br />New Class: Favored Soul<br />New Adventure Packs and Free Quests<br />What Changed in Unlimited?<br />9<br />
    19. 19. Dungeons & Dragons Online: Eberron Unlimited<br />Feel Every Blow Of Battle With DDO’s Awesome Action Combat<br />Explore Killer Dungeons Bursting With Ferocious Monsters<br />Play Characters With Real Character<br />Alone Or With Friends, Slay Your Way <br />Join a Community of Thousands<br />Free to Play – No Purse Strings Attached<br />Shop ‘Till Your Enemies Drop At The DDO Store<br />Head Start: Sep. 1 2009<br />F2P Launch: Sep. 9 2009<br />10<br />
    20. 20. THE APPROACHGive Customers a Choice<br />11<br />
    21. 21. Subscription Model <br /> F2P w/ MTX<br />Why go MTX?<br />Product Appeal<br />Product Appeal<br />Subscription Price<br />Market Size<br />Market Size<br /><ul><li>Subscription model caps revenue per user at your subscription price
    22. 22. Subscription excludes users unwilling to commit to recurring costs
    23. 23. A F2P model monetized with Microtransactions caps revenue at combination of market size vs. product appeal while Subscribers build communities</li></li></ul><li>Guiding Principles<br />Don’t do it Half Way!<br />Give Players Choices <br />Time vs. Money<br />Unlimited Access vs. A La Carte<br />Build the Right Model for our Game<br />Don’t sell end-game loot<br />Preserve value of new content<br />Err on the Side of More Toll-gates at Launch Rather than Too Few<br />We can always ease these later<br />
    24. 24. The Common Wisdom<br />“Hybrid Models Don’t Work”<br />“You can’t have subscription and MTX customers co-exist”<br />“You’ll lose your subscribers”<br />But also:<br />“Concurrencies go up 10X and Revenues 3X…<br />in Asia”<br />
    25. 25. Designing the Model<br />Target Timelines, Billing Capabilities and Distribution Channels<br />Digital only or will we have a retail box?<br />Macro-transaction only (content sales)?<br />Micro-transaction store (consumables)?<br />Keep Subscription plan relevant<br />Rent full access vs. Buy a la carte<br />What is appropriate to monetize?<br />Content, Features and Consumables?<br />What about existing features?<br />Define Customer Tiers<br />Free, Premium and VIP<br />
    26. 26. DDO Unlimited Offering<br />$14.99 / mo subscription (multi-plans available)<br />Unlimited access to all content , races, classes<br />500 TP monthly grant<br />10 character slots<br />Shared bank slot<br />No level sigils required<br />Exclusive first access to new content releases<br />Priority access to full game worlds<br />Access to in-game support<br />Automatic upgrade for players who transact or purchased retail client<br />Includes Free Benefits<br />Add 2 free character slots for 4 total<br />Reduced in-game limits<br />Premium access to full game worlds<br />Access to in-game support after purchase<br />No subscription or credit card required<br />Free download<br />2 free character slots<br />Requires leveling token every 4 levels<br />Limited chat, gold, guilds, mail, auctions<br />Can purchase premium races/classes<br />VIP<br />Premium<br />Free<br />
    27. 27. The Undertaking<br />Game<br />Store UI<br />Store Integration points<br />Feature gating / unlock<br />Item purchase support<br />Free limits / restrictions<br />Special VIP benefits<br />Self-help tools<br />Server optimizations<br />Improved Accessibility<br />Tiered P2P Client Download<br />Game update: level cap, new class and new content<br />Store<br />Web front end<br />Point balances<br />Purchase history<br />Billing<br />Support non-subscribers<br />Handle point purchases<br />Set customer tier for CS<br />Reporting support<br />Performance Optimization<br />Login<br />Login Queue priority<br />
    28. 28. Key Partnership – Store Implementation<br />Turbine partnered with PlaySpan to implement a full-featured, web-driven, in-game store<br />Turbine handles Billing and Game integration while Playspan focuses on Store frontend / backend<br />Turbine-designed Store skin based on Playspan’s proven MTX platform, hosted on Playspan servers<br />
    29. 29. Store Front-end Design: Prototype<br />
    30. 30. Store Front-end Design: First Skin<br />
    31. 31. 21<br />
    32. 32. Don’t Skimp on Testing<br /><ul><li>Load all game and service systems to projected peak
    33. 33. Usability tests find early pit-falls for new players
    34. 34. Lengthy beta critical to effective iteration on game and store offerings</li></ul>Beta and usability testing is critical to deliver a stable, top quality play experience!<br />22<br />
    35. 35. The numbers please…<br />Reduced acquisition costs<br />3x ad banner click-through rates vs. previous<br />Subscriptions are up!<br />Subscriber acquisition up 15%<br />Reacquisition up 40% since F2P announcement<br />&gt; 5x concurrencies since launch<br />22% of players transacting in Store<br />Includes use of free points<br />70% cart to checkout rate <br />Indicates buyers are not afraid to spend money or buy things from the store. <br />
    36. 36. So what&apos;s selling?<br />
    37. 37. And we&apos;re on our way up…<br />#19<br />
    38. 38. Constant Fine Tuning Post-Launch<br />Free vs. Premium<br />How much should be Free to hit the desired acquisition rate?<br />Adjust Store Pricing<br />Some items not testable in Beta<br />New Store Items / Services<br />Re-spec Options<br />Character Transfer<br />Different Price plans & Service Levels<br />Tiered VIP Plans?<br />Product Bundles?<br />
    39. 39. Or contact me offline at mark.rose@playspan.com<br />Q&A / Discussion<br />