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The toolbox approach to f2 p design nicholas lovell

While the fundamentals of free-to-play game design seem simple, adapting to this model and understanding it to the depth required to make a successful game has proved a tough challenge even for the most experienced game creators. One effective way to tackle F2P design is to think of its various techniques as a "toolbox"; by building up a collection of design "tools" which you can use to acquire, retain and monetise your players, you can build a comprehensive understanding of how this new business model interacts with your existing game design talents. This lecture will give you concrete examples of F2P "tools" which you can apply to your design, and show you how to create your own tool-based approach.

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The toolbox approach to f2 p design nicholas lovell

  1. 1. The toolbox approach to F2P game design Nicholas Lovell #f2ptoolbox
  2. 2. Early stage Late stage Game design
  3. 3. Frameworks and toolboxes
  4. 4. A disclaimer
  5. 5. Nobody knows anything
  6. 6. 1. The funnel A M R Acquire Retain Monetise Keep monetising
  7. 7. ARM yourself • Hoping for the best is not good enough, you need to ARM yourself – ACQUISITION: How do I get people through the door cost-effectively? – RETENTION: How do I keep people coming back for more? – MONETISATION: How do I build money-making strategies into gameplay • Acquisition and monetisation are important • Retention is the most important, by far.
  8. 8. 2. The pyramid • The Core Loop is the beating heart of your game • The Retention Game is what keeps players playing • The Superfan Game is where the Superfans live
  9. 9. 3. The Curve PRICE Demand Revenue opportunity Marketing opportunity
  10. 10. What AAA asks “How can I get customers who don’t want to spend $60 to spend $6?”
  11. 11. What F2P asks “How can I get customers who do want to spend $60 to love spending $600, or $6,000?”
  12. 12. There are many different toolboxes • 4. The Hero’s Journey (read The Writer’s Journey by Christopher Vogler) • 5. The psychology of marketing (read Influence, the Principles of Persuasion, by Robert Cialdini) • Any number of game design books (e.g. A Theory of Fun, Raph Koster, or A Book of Lenses, Jesse Schell.)
  13. 13. Here are some of my tools
  14. 14. Conclusion • Use frameworks and tools that you find useful • Have some for design AND some for business • Find them from anywhere: – Psychology – Writing – Marketing – Economics • Or just borrow mine 
  15. 15. Thank you @nicholaslovell @gamesbrief #f2ptoolbox