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GDC 2017: Evaluating Monetization Early

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GDC 2017: Evaluating Monetization Early

  1. 1. Prototyping your Monetization: Evaluating Monetization Early Adam Telfer @adamwtelfer Game Lead, Wooga
  2. 2. “We should have thought of monetization from the start”
  3. 3. What does great monetization look like early in development?
  4. 4. Monetization
  5. 5. None of this matters.
  6. 6. Icing on the cake
  7. 7. You have to create a great base first.
  8. 8. No amount of icing will fix this cake.
  9. 9. What does a good base look like?
  10. 10. What does a good base look like?
  11. 11. STEP 1 STEP 2 STEP 3 STEP 4
  12. 12. STEP 1: DEFINE STEP 2 STEP 3 STEP 4
  13. 13. What are you selling? STEP 1: DEFINE WHAT YOU’RE SELLING
  14. 14. It’s not about quantity STEP 1: DEFINE WHAT YOU’RE SELLING
  15. 15. STEP 1: DEFINE WHAT YOU’RE SELLING
  16. 16. Core of Monetization = long lasting desire for progress STEP 1: DEFINE WHAT YOU’RE SELLING
  17. 17. What is progress in your game? STEP 1: DEFINE WHAT YOU’RE SELLING
  18. 18. STEP 1: DEFINE WHAT YOU’RE SELLING
  19. 19. STEP 1: DEFINE WHAT YOU’RE SELLING
  20. 20. STEP 1: DEFINE WHAT YOU’RE SELLING
  21. 21. Speeding up Pacing (to Progress) STEP 1: DEFINE WHAT YOU’RE SELLING
  22. 22. STEP 1: DEFINE WHAT YOU’RE SELLING
  23. 23. So how do I pace progress? STEP 1: DEFINE WHAT YOU’RE SELLING
  24. 24. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING
  25. 25. STEP 1: DEFINE WHAT YOU’RE SELLING
  26. 26. 4Ways to Pace STEP 1: DEFINE WHAT YOU’RE SELLING
  27. 27. STEP 1: DEFINE WHAT YOU’RE SELLING Time Stats Currencies Luck
  28. 28. STEP 1: DEFINE WHAT YOU’RE SELLING
  29. 29. Time STEP 1: DEFINE WHAT YOU’RE SELLING
  30. 30. Stats STEP 1: DEFINE WHAT YOU’RE SELLING
  31. 31. Currencies STEP 1: DEFINE WHAT YOU’RE SELLING
  32. 32. Luck? STEP 1: DEFINE WHAT YOU’RE SELLING
  33. 33. STEP 1: DEFINE WHAT YOU’RE SELLING
  34. 34. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING 4Questions
  35. 35. Action RewardsProgress STEP 1: DEFINE WHAT YOU’RE SELLING What are the major currencies & systems which pace your progress? Where could new pacing mechanisms make natural sense in your loop? Are the purchases repeatable? Should these be purchasable?
  36. 36. What are you selling? STEP 1: DEFINE WHAT YOU’RE SELLING
  37. 37. STEP 1: DEFINE Define Progress Define Pacing Define what you’re Selling
  38. 38. STEP 1: DEFINE STEP 2 STEP 3 STEP 4
  39. 39. STEP 1: DEFINE STEP 2: SCALE STEP 3 STEP 4
  40. 40. Why do I need a game to scale in order to monetize? STEP 2: SCALE
  41. 41. 83% 14% 3% 68% 22% 10% 96% 3% 55% 30% 15% Bookings DAU STEP 2: SCALE
  42. 42. Rounds / Day STEP 2: SCALE
  43. 43. STEP 2: SCALE Average Days to First Spend http://www.gameanalytics.com/blog/how-to-identify-whales-in-your-game.html Low Spender
  44. 44. Top Spenders dominate revenue Top Spenders take time to spend Top Spenders are more engaged STEP 2: SCALE
  45. 45. Top Spenders want a game where progression lasts STEP 2: SCALE
  46. 46. STEP 2: SCALE
  47. 47. Their progress lasts Clash of Clans ~3y 193d* Clash Royale ~2y 168d** *Not Spending, 1 Builder. http://clashofclans.wikia.com/wiki/Cumulative_Costs ** Until Level 12 Progression http://clashroyalearena.com/guides/spend-gems-clash-royale STEP 2: SCALE
  48. 48. Even with heavy spending. Clash of Clans ~$16,650* Game of War ~$120,000* * Single Player Only http://clashofclans.wikia.com/wiki/Cumulative_Costs *Ignores Social Purchasing http://www.pocketgamer.biz/news/61710/deconstructing-game-of-war/ STEP 2: SCALE
  49. 49. STEP 2: SCALE
  50. 50. 200 Dwellers, All Rooms Built In ~30 Days STEP 2: SCALE
  51. 51. STEP 2: SCALE
  52. 52. Let’s Scale! Let’s just make the numbers bigger! STEP 2: SCALE
  53. 53. Can your game evolve for years? STEP 2: SCALE
  54. 54. But I’m just a prototype! STEP 2: SCALE
  55. 55. STEP 2: SCALE
  56. 56. STEP 2: SCALE Year 1 Year 2 Year 3 Map out your progress
  57. 57. Mechanics Sessions Content Economy How Games Break Scale: STEP 2: SCALE
  58. 58. Mechanics How Games Break Scale: STEP 2: SCALE
  59. 59. STEP 2: SCALE
  60. 60. STEP 2: SCALE Year 1 Year 2 Year 3
  61. 61. Do the mechanics scale with progress? STEP 2: SCALE
  62. 62. Does each stat have a counter? STEP 2: SCALE
  63. 63. STEP 2: SCALE
  64. 64. STEP 2: SCALE Year 1 Year 2 Year 3
  65. 65. STEP 2: SCALE
  66. 66. STEP 2: SCALE
  67. 67. If you can’t get bigger numbers, Add more numbers to upgrade STEP 2: SCALE
  68. 68. STEP 2: SCALE Year 1 Year 2 Year 3 Is the scope of possible upgrades large enough? Does each upgrade feel meaningful?
  69. 69. Mechanics How Games Break Scale: STEP 2: SCALE
  70. 70. Mechanics Sessions How Games Break Scale: STEP 2: SCALE
  71. 71. Do the sessions scale? 625 Plots 1,254 Clicks / Session STEP 2: SCALE
  72. 72. STEP 2: SCALE Year 1 Year 2 Year 3 Interactions Required / Session
  73. 73. Do the sessions scale? Less & Easier Interactions STEP 2: SCALE
  74. 74. # of Raids Required to Progress? STEP 2: SCALE
  75. 75. STEP 2: SCALE Year 1 Year 2 Year 3 Enough Upgrades for Meaningful Sessions?
  76. 76. Mechanics Sessions How Games Break Scale: STEP 2: SCALE
  77. 77. Mechanics Sessions Content How Games Break Scale: STEP 2: SCALE
  78. 78. Can you Craft 1000+ Levels? STEP 2: SCALE
  79. 79. STEP 2: SCALE Year 1 Year 2 Year 3
  80. 80. STEP 2: SCALE Year 1 Year 2 Year 3
  81. 81. Cost vs Consumption? STEP 2: SCALE
  82. 82. STEP 2: SCALE
  83. 83. STEP 2: SCALE
  84. 84. = 5 hours / level STEP 2: SCALE
  85. 85. = 8 hours / level STEP 2: SCALE
  86. 86. Cost vs Consumption 5h-8h / level 3-4 levels / day STEP 2: SCALE
  87. 87. 5h-8h / level 15 levels / day *Top 10% Cost vs Consumption STEP 2: SCALE
  88. 88. 5h-8h / level 40 levels / day *Top 1% Cost vs Consumption STEP 2: SCALE
  89. 89. Top 5% of players reach level 600 in <60 days STEP 2: SCALE
  90. 90. STEP 2: SCALE
  91. 91. How Costly is your Content? STEP 2: SCALE
  92. 92. How Costly is your Content? STEP 2: SCALE
  93. 93. How Costly is your Content? STEP 2: SCALE
  94. 94. How Costly is your Content? STEP 2: SCALE
  95. 95. STEP 2: SCALE Year 1 Year 2 Year 3 How much will this cost to produce?
  96. 96. Mechanics Sessions Content How Games Break Scale: STEP 2: SCALE
  97. 97. Mechanics Sessions Content Economy How Games Break Scale: STEP 2: SCALE
  98. 98. STEP 2: SCALE Year 1 Year 2 Year 3 Does the economy scale?
  99. 99. Do currencies remain valuable? STEP 2: SCALE
  100. 100. For each currency, What are the sources and sinks? STEP 2: SCALE
  101. 101. Are the sources and sinks equally powerful? STEP 2: SCALE
  102. 102. Power of a Source or Sink = Quantity Frequency Probability Limitors STEP 2: SCALE
  103. 103. How are they limited? How does it grow over time? STEP 2: SCALE
  104. 104. How are they limited? How does it grow over time? STEP 2: SCALE
  105. 105. Most games still suffer from some inflation 10 Billion Coins STEP 2: SCALE
  106. 106. Controlling Inflation: STEP 2: SCALE
  107. 107. Mechanics Sessions Content Economy Will your game break scale? STEP 2: SCALE
  108. 108. STEP 2: SCALE Ensure your Mechanics, Sessions, Content and Economy can scale for years!
  109. 109. STEP 1: DEFINE STEP 2: SCALE STEP 3 STEP 4
  110. 110. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4
  111. 111. It doesn’t matter if you have a long lasting game, If nothing is desirable. STEP 3: TRIGGER
  112. 112. Desire to Play Vs Desire to Spend FOCUS STEP 3: TRIGGER
  113. 113. Design triggers for spending STEP 3: TRIGGER
  114. 114. STEP 3: TRIGGER
  115. 115. STEP 3: TRIGGER
  116. 116. STEP 3: TRIGGER
  117. 117. Find Your Triggers Why are they spending? What player type will spend? How often & much will they spend? What can you do to strengthen the reasons to spend? STEP 3: TRIGGER
  118. 118. Why are they spending? To progress past a difficult level! STEP 3: TRIGGER
  119. 119. What player type? Competitive Persona STEP 3: TRIGGER
  120. 120. How do you tighten? Level Difficulty Social Pressure Time Pressure STEP 3: TRIGGER
  121. 121. STEP 3: TRIGGER
  122. 122. What triggers spending? STEP 3: TRIGGER
  123. 123. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  124. 124. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  125. 125. Loss Aversion STEP 3: TRIGGER
  126. 126. STEP 3: TRIGGER
  127. 127. STEP 3: TRIGGER
  128. 128. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  129. 129. STEP 3: TRIGGER
  130. 130. Connection STEP 3: TRIGGER Rarity
  131. 131. STEP 3: TRIGGER
  132. 132. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  133. 133. STEP 3: TRIGGER
  134. 134. STEP 3: TRIGGER
  135. 135. STEP 3: TRIGGER
  136. 136. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  137. 137. STEP 3: TRIGGER
  138. 138. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  139. 139. STEP 3: TRIGGER
  140. 140. STEP 3: TRIGGER
  141. 141. STEP 3: TRIGGER
  142. 142. Loss Aversion Vanity Competitiveness Impatience Investment Social What triggers spending? STEP 3: TRIGGER
  143. 143. STEP 3: TRIGGER
  144. 144. STEP 3: TRIGGER
  145. 145. Loss Aversion Vanity Competitiveness Impatience Investment Social Which does your game have? How can you tighten them? STEP 3: TRIGGER
  146. 146. STEP 3: TRIGGER Define & Tighten Triggers in your game!
  147. 147. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4
  148. 148. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4: PROTOTYPE
  149. 149. But I’m just a prototype! STEP 4: PROTOTYPE
  150. 150. Fast Pacing Easy Difficulty No Tight Currencies = Misleading Fun STEP 4: PROTOTYPE
  151. 151. STEP 4: PROTOTYPE
  152. 152. Free to Play Success: Pacing Fun STEP 4: PROTOTYPE
  153. 153. Pacing from the Start STEP 4: PROTOTYPE
  154. 154. Test Hard Difficulty STEP 4: PROTOTYPE
  155. 155. Include Tight Currencies STEP 4: PROTOTYPE
  156. 156. Playtest! STEP 4: PROTOTYPE
  157. 157. Playtesting with Pacing: Real Content Consumption Rate Where & Why HC is spent Payers vs Non-Payers Get the Pacing right! STEP 4: PROTOTYPE
  158. 158. STEP 4: PROTOTYPE Prototype with Pacing & Monetization Mechanics in!
  159. 159. STEP 1: DEFINE STEP 2: SCALE STEP 3: TRIGGER STEP 4: PROTOTYPE
  160. 160. Define the Core Progression & What you can Sell Ensure your game can scale to years Define & Tighten Triggers in your game Prototype with Pacing & Monetization
  161. 161. Now you have a solid base
  162. 162. Now you can add the Icing
  163. 163. Easy when you’ve got a lasting system Easy when you’ve got a desire to spend
  164. 164. No amount of icing will fix this cake.
  165. 165. Questions? slides: mobilefreetoplay.com @adamwtelfer

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