JiaShen<br />Monetization Game MechanicsSocial Games<br />
Maximize % of paying users<br />3-5% of paying users on average<br />High end is 10-15%<br />50% of these users rebuy<br /...
Number One Monetization Strategy:	<br />Create Perceived Value<br />Perceived Value  <br />The key to all monetization<br ...
Perceived Value<br />Self Expression Items<br />Competitive Items<br />Stats<br />Upgrades<br />Temporary stats<br />Consu...
Time creates desire<br />You want what you can’t have<br />You want it NOW<br />If its too easy, you don’t want it<br />
Limited and Premium Items<br />Premium<br />You just gotta pay to play<br />Limited<br />Get it now or you’ll never see it...
Level Locking<br />Providing the Hope  of Future Entertainment<br />By providing visible goals and achievements, users are...
Chance<br />First ones free<br />Collectibles<br />Age old mechanic to extend out perceived value<br />Roulette<br />Maint...
Time Savers / Boosters<br />Speed it up<br />Quick Refill<br />Every Stat can be filled right now so you can progress NOW<...
Level Tuning<br />Throw users into a “lifetime” to earn value<br />New User Flow<br />Level up a new user quickly in order...
Summaries…<br />Maximize % of Paying users<br />Design Perceived Value<br />Limit access to value<br />Creates demand<br /...
Thank you!<br />
Create difficulty ramp and barriers<br />Time with perceived value creates demand<br />Determine acceptable rate of increa...
Dual Currencies<br />Dual Currencies – Created to combat in-game inflation<br />By pegging one currency to gameplay functi...
Translate to Chinese<br />Higher percentage of paying users<br />Optimize paying user experience<br />
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J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics

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J. Shen Monetization Game Mechanics Social Developers Summit Monetization Game Mechanics

  1. 1. JiaShen<br />Monetization Game MechanicsSocial Games<br />
  2. 2. Maximize % of paying users<br />3-5% of paying users on average<br />High end is 10-15%<br />50% of these users rebuy<br />People either don’t spend or spend a lot<br />Free-2-Play -> it’s a user acquisition funnel<br />
  3. 3. Number One Monetization Strategy: <br />Create Perceived Value<br />Perceived Value <br />The key to all monetization<br />Create higher value on actions, items, and events due to variables such as difficulty, rarity, time, artwork, and social functionality<br />The Physical (or Virtual) Manifestation of Perceived Value is: Currency<br />Castle Age<br />
  4. 4. Perceived Value<br />Self Expression Items<br />Competitive Items<br />Stats<br />Upgrades<br />Temporary stats<br />Consumables<br />Progress / Level<br />Ultimately converts to currency<br />
  5. 5. Time creates desire<br />You want what you can’t have<br />You want it NOW<br />If its too easy, you don’t want it<br />
  6. 6. Limited and Premium Items<br />Premium<br />You just gotta pay to play<br />Limited<br />Get it now or you’ll never see it again. Maybe<br />Warstorm<br />Social City<br />
  7. 7. Level Locking<br />Providing the Hope of Future Entertainment<br />By providing visible goals and achievements, users are given a clear incentive to continue gameplay<br />Allows for a tightly-regulated system of item release and pacing of users<br />Nightclub City<br />Frontierville<br />
  8. 8. Chance<br />First ones free<br />Collectibles<br />Age old mechanic to extend out perceived value<br />Roulette<br />Maintain pacing to fit hardcore and casual users, as well as new feature release cycles<br />Frontierville<br />Social City<br />
  9. 9. Time Savers / Boosters<br />Speed it up<br />Quick Refill<br />Every Stat can be filled right now so you can progress NOW<br />Time Boost<br />Less tangible than instant, but makes for better balancing<br />Backyard Monsters<br />
  10. 10. Level Tuning<br />Throw users into a “lifetime” to earn value<br />New User Flow<br />Level up a new user quickly in order to create a sense of quick accomplishment and value<br />Start with instant gratification<br />Growth Curve Dynamics<br />Maintain pacing to fit hardcore and casual users, as well as new feature release cycles<br />User Loss<br />Monitor user levels and tweak according to user drop off<br />Nightclub City<br />Frontierville<br />Nanosiege<br />
  11. 11. Summaries…<br />Maximize % of Paying users<br />Design Perceived Value<br />Limit access to value<br />Creates demand<br />Ups retention because user derives value<br />
  12. 12. Thank you!<br />
  13. 13.
  14. 14. Create difficulty ramp and barriers<br />Time with perceived value creates demand<br />Determine acceptable rate of increase<br />Create many different interacting barriers<br />Allows for value creation in the future<br />Harder for exploitation of one state<br />
  15. 15. Dual Currencies<br />Dual Currencies – Created to combat in-game inflation<br />By pegging one currency to gameplay functionality and one currency to the dollar, this allows much finer control over the in-game economy<br />As people level up and standard currency becomes more plentiful, the use of a secondary currency that does not inflate allows for continuous monetization, or cross-application functionality (a proposed advantage of FB Credits)<br />Avoids potential loss of paying customers to gameplay loopholes or bugs<br />
  16. 16. Translate to Chinese<br />Higher percentage of paying users<br />Optimize paying user experience<br />

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