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