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PAYWALL
Adjusting Fundamental flaws in F2P monetization design
Fawzi Mesmar
Creative Director
ABOUT ME
A passionate game designer with over 12 years of experience in
the industry, During his career Fawzi has shipped ...
GAME DESIGN IS ABOUT
CRAFTING EXPERIENCES
What is wrong with modern trends in F2P
monetization design then?
CUSTOMERS FEEL THAT
THEY’RE BEING CHEATED
SPENDING MONEY IS
SOMETHING TO BE
ASHAMED OF
CUSTOMERS TRY TO BEAT
THE GAME WITHOUT
SPENDING MONEY
CUSTOMERS FEEL
RESENTMENT TOWARDS
THE GAME
MONETIZING IS NOT PART
OF THE GAMEPLAY
EXPERIENCE
STATS
• F2P games make 90% of their
revenue from 5% of their install base
•For the game to be profitable the
amount spent ...
POPULAR MONETIZATION
TRENDS
And how those trends are responsible for supporting
those design flaws.
PAY TO WIN
- Games that force the player to
spend to get the full experience
- Instantly segments the community
- Games th...
PAY WALLS
- The hook phase
- Multiple layers of pay walls
NOT SPENDING MONEY IS
MORE ENJOYABLE
- The act of defeating the game by
not spending money
- Monetized elements are
consid...
NEGLECTING NPUS
- Considering NPUs not to be
important
- Providing content to paying users
only
- VIP areas
- Depriving us...
CREATING ENVIRONMENTS
F2P should be a frame work in which users are
happy to spend money.
1 - MECHANICS THAT PRESENT SOMETHING
NEW EVERY TIME THEY’RE USED
The interaction between the players, the game and amongst...
2 - SHOWING SKILL
LEVEL
- Vanity items is not really an
accurate description
- Think about what they mean to the
player no...
3 - MONETIZATION IS PART OF THE GAME
LOOP
It is very important to consider the experience from a paying user’s side; the a...
4 - GAME CONTENT THAT ENGAGES USERS,
AND MOTIVATE THEM TO ENGAGE WITH EACH
OTHER
There are items in many popular F2P games...
EXAMPLE: XP BOOSTS
IN DOTA 2
You buy items that increase the
amount of XP you get for each match
by a certain multiplier.
...
5 - MONETIZED CONTENT THAT ADDS TO THE
EXPERIENCE
Feature updates can be free, but there are users that are willing to pay...
EXAMPLE: LOL FREE
ROTATION
Play the game for free and play
available champions, or pay to have
instant access to all of th...
6 - MAKE PEACE WITH NPUS AND CATER FOR
THEM TOO
But that is not true, it’s just as important to have NPUs in the game for ...
EXAMPLE: CLASH OF
CLANS
- All players of CoC are vital to the
game’s success
- For the game to be truly engaging
it needs ...
7 - BE HONEST AND DIRECT
Impulse purchases can generate revenue, but those aren’t sustainable revenue
and they create rese...
8 - HAVE SOMETHING FOR PLAYERS OF ALL
LEVELS
Don’t reserve your best content to PAU only, how would someone desire to
purc...
THANK YOU
fawzi.mesmar@enish.com
https://fawzimesmar.wordpress.com/
+81 70 1414 8587
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Fawzi mesmar paywall.pptx

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Fawzi mesmar paywall.pptx

  1. 1. PAYWALL Adjusting Fundamental flaws in F2P monetization design Fawzi Mesmar Creative Director
  2. 2. ABOUT ME A passionate game designer with over 12 years of experience in the industry, During his career Fawzi has shipped over 20 games (PC, Xbox360, XBLA, GBA, Facebook, iOS and Android), many of them went to become big successes worldwide in many game development companies such as enish, Gameloft, Atlus and Aranim to name a few. Recent releases include: Mira Mira (kim Kardashian Hollywood Japanese Release), Ice Age Adventures, My little pony Friendship is magic, Littlest Petshop, Wonder Zoo and Persona 3 Social all multimillion player hits. One of the projects he was involved with – Minion Rush – is on the top 10 most downloaded iOS games of all time, while my little pony is among the top grossing games in NZ history. Currently the Creative Director at enish inc in Tokyo, Japan.Fawzi Mesmar
  3. 3. GAME DESIGN IS ABOUT CRAFTING EXPERIENCES What is wrong with modern trends in F2P monetization design then?
  4. 4. CUSTOMERS FEEL THAT THEY’RE BEING CHEATED
  5. 5. SPENDING MONEY IS SOMETHING TO BE ASHAMED OF
  6. 6. CUSTOMERS TRY TO BEAT THE GAME WITHOUT SPENDING MONEY
  7. 7. CUSTOMERS FEEL RESENTMENT TOWARDS THE GAME
  8. 8. MONETIZING IS NOT PART OF THE GAMEPLAY EXPERIENCE
  9. 9. STATS • F2P games make 90% of their revenue from 5% of their install base •For the game to be profitable the amount spent per user increases •Average life span of a F2P title is 1-2 years. Successful at first, but fail to have long term sustainability
  10. 10. POPULAR MONETIZATION TRENDS And how those trends are responsible for supporting those design flaws.
  11. 11. PAY TO WIN - Games that force the player to spend to get the full experience - Instantly segments the community - Games that demand other forms of spending to get full experience such as getting friends to play
  12. 12. PAY WALLS - The hook phase - Multiple layers of pay walls
  13. 13. NOT SPENDING MONEY IS MORE ENJOYABLE - The act of defeating the game by not spending money - Monetized elements are considered cheating, it’s more fun not to buy them - Trying to Grind your way around pay walls - Hacks
  14. 14. NEGLECTING NPUS - Considering NPUs not to be important - Providing content to paying users only - VIP areas - Depriving users from Premium currencies
  15. 15. CREATING ENVIRONMENTS F2P should be a frame work in which users are happy to spend money.
  16. 16. 1 - MECHANICS THAT PRESENT SOMETHING NEW EVERY TIME THEY’RE USED The interaction between the players, the game and amongst themselves is enough to create infinite interesting scenarios that content updates aren’t needed frequently, also applies to real life in sports. ► MECHANICS DRIVEN VS CONTENT DRIVEN
  17. 17. 2 - SHOWING SKILL LEVEL - Vanity items is not really an accurate description - Think about what they mean to the player not how much they cost you to develop - The sense of identity is vastly important, but only if the game is engaging enough.
  18. 18. 3 - MONETIZATION IS PART OF THE GAME LOOP It is very important to consider the experience from a paying user’s side; the act of spending money in the game should provide the player with excitement and validation for their purchases. ► WHAT IS THE EXPERIENCE OF PAYING CUSTOMERS
  19. 19. 4 - GAME CONTENT THAT ENGAGES USERS, AND MOTIVATE THEM TO ENGAGE WITH EACH OTHER There are items in many popular F2P games that not only enhances their experiences but also that of all the other players around them. Creating a sense of appreciation and gratitude to paying users. ► PROVIDE CONTENT THAT MAKE THE BEST USE OF THE MECHANICS AND CREATES A SOCIAL LANDSCAPE FOR THE USERS
  20. 20. EXAMPLE: XP BOOSTS IN DOTA 2 You buy items that increase the amount of XP you get for each match by a certain multiplier. It also gives an XP boost to all other players in the game. XP system in that game is also completely isolated from Match making thus the item is fair for all.
  21. 21. 5 - MONETIZED CONTENT THAT ADDS TO THE EXPERIENCE Feature updates can be free, but there are users that are willing to pay for compelling experiences ► NEW CHAPTERS, GAME MODES, CAMPAIGNS ...ETC
  22. 22. EXAMPLE: LOL FREE ROTATION Play the game for free and play available champions, or pay to have instant access to all of them.
  23. 23. 6 - MAKE PEACE WITH NPUS AND CATER FOR THEM TOO But that is not true, it’s just as important to have NPUs in the game for paying users to interact with. It is vital for the game’s success to make sure that players can get a meaningful experience even if they never paid anything. ► A LOT OF DEVELOPERS FEEL THAT NPUS ARE TAKING ADVANTAGE OF THEIR GAME BEING FREE
  24. 24. EXAMPLE: CLASH OF CLANS - All players of CoC are vital to the game’s success - For the game to be truly engaging it needs a thriving active community
  25. 25. 7 - BE HONEST AND DIRECT Impulse purchases can generate revenue, but those aren’t sustainable revenue and they create resentment towards the game. Always give the players what you advertise! ► THERE’S NO NEED TO RESORT TO TRICKERY TO CONVERT USERS, THEY SHOULD HEAD TO THE IAP SHOP WILLINGLY
  26. 26. 8 - HAVE SOMETHING FOR PLAYERS OF ALL LEVELS Don’t reserve your best content to PAU only, how would someone desire to purchase something if they never got to try it themselves? Give out premium currency, give access to locked content for a period of time. ► EVEN DISTRIBUTION OF CONTENT AND ALLOW SAMPLING
  27. 27. THANK YOU fawzi.mesmar@enish.com https://fawzimesmar.wordpress.com/ +81 70 1414 8587

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