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Design Driven IAP

These slides were used in a talk by Oscar Clark of Unity Technlogies in a webinar on June 16th about how to make fairer IAP

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Design Driven IAP

  1. 1. PAY TO PLAY? Taken From: Pirate Kings
  2. 2. LEAKY BUCKET
  3. 3. RETENTION MATTERS
  4. 4. Uncertainty of Outcome Opportunity Costs Buying Anxiety Social Issues External Needs BUYING IS RISK
  5. 5. UNLIMITED CONTENT *Candy Crush Saga - King
  6. 6. EXPONENTIAL COST *Clash of Clans - Supercell
  7. 7. TIME LIMITED EVENTS *Puzzles & Dragons - GungHo
  8. 8. EXPECTATIONS OF VALUE http://rudyloans.com/wp-content/uploads/2013/03/Pile-Of-Money.jpg
  9. 9. Escalating Costs Never Ending Spend Playing/Paying Fatigue Comparative Progress Substitut e Games SHORT & LONG TERM RISK
  10. 10. BUYERS REMORSE
  11. 11. Expectation of Delight Fear of Missing Out Permission To Buy Social Capital Abnegation CREATE EXPECTATIONS
  12. 12. UNFINISHED BUSINESS *Kim Kardashian Hollywood - Glu
  13. 13. CONTINUED RELEVANCE VEGA Conflict - KIXEYE
  14. 14. SOCIAL CAPITAL *Playstation®Home - SCE
  15. 15. Continued Relevance Unfinished Business Retention Authenticity Inertia REPEAT ENGAGEMENT
  16. 16. (Play or Pay) Fatigue Opportunity Cost Open To Substitution Lack of Engagement Real Life TRIGGERS TO CHURN
  17. 17. SUSTENANCE GOODS *Legend of The Cryptids – 株式会社アプリボット (Applibot)
  18. 18. SHORTCUT GOODS *Sniper Assassin: Shoot To Kill – Addicting Games
  19. 19. SOCIAL GOODS *Angry Birds Fight – Rovio
  20. 20. STRATEGY GOODS *Hearthstone – Blizzard Entertainment
  21. 21. CONSUMABLE FORM *King of Thieves – Zeptolabs
  22. 22. CAPACITY FORM *SIM City Built It – EA Games
  23. 23. GENERATOR FORM *Fallout Shelter – Bethesda
  24. 24. PERMANENT FORM *Tales of Honor – Evergreen Studios
  25. 25. Permanent Items Consumables Generators Capacity SUSTAINABLE FORMS GOOD / FORM CONSUMABLE CAPACITY GENERATOR PERMENANT SUSTINENCE Fuel Fuel Tank Petrol Station Better Car SHORTCUT Strength Potion Greater Strength Alchemist Improved Recipe SOCIAL Heart Gift Supporter Slots Wanderer New Outfit STRATEGY Door Key New Tool Daily Booster Red Katana
  26. 26. BUNDLED GOODS Alpha Betty Saga – King
  27. 27. RATCHET MECHANISM *Blades of Brim - SYBO
  28. 28. SCISSOR-PAPER-STONE *Earthcore: Shattered Elements – Tequila Games
  29. 29. CUSTOMISING Spellbound: Backflip Studios
  30. 30. Scissor-Paper-Stone Blueprint/RatchetScale Custom/ Limited Bundles IAP MUST SCALE
  31. 31. Aspirational FunctionalAdded Value Rarity Personal ADDED VALUE
  32. 32. HELP FROM A FRIEND *Marvel Future Fight - Netmarble
  33. 33. FREE USE OFFER Lets Go Rocket – Cobra Mobile
  34. 34. PREDICTABLE UNCERTAINTY *Crossy Road – Hipster Whale
  35. 35. LIMITED OFFER *Frontline Commando – Glu
  36. 36. UNBOXING EXPERIENCE *Compass Point West – Next Games
  37. 37. LANDMARK ITEMS *Real Racing 3 – EA Games
  38. 38. SHOW ME WHAT I BOUGHT *OddWings – Small Giant Games
  39. 39. REASON TO COME BACK *Adventure Capitalist – Kongregate
  40. 40. Increase Scope of Play Show Me What My Money Bought Why Should I want more? How My Purchase Affect Others Reason To Return POST-PURCHASE UTILITY
  41. 41. Questions? Oscar Clark oscarc@unity3d.com @Athanateus Sign up and integrate today http://unityads.unity3d.com

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