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This talk will present the audience with a system of attributes that most Virtual Goods possess. The chosen properties are primarily responsible for the users' perceived value of an item and can directly be affected by the game design and visuals. Knowing about this system and the attributes is the first step in systematically improving the value of your items and overall repository of premium services.
By examining how this system applies to our daily business at Gameforge we will give some practical advice on real world application. To top off the talk, we will be using the developed properties as a foundation for some tricks and methods to improve the monetization of your own free-to-play game.
This talk will present the audience with a system of attributes that most Virtual Goods possess. The chosen properties are primarily responsible for the users' perceived value of an item and can directly be affected by the game design and visuals. Knowing about this system and the attributes is the first step in systematically improving the value of your items and overall repository of premium services.
By examining how this system applies to our daily business at Gameforge we will give some practical advice on real world application. To top off the talk, we will be using the developed properties as a foundation for some tricks and methods to improve the monetization of your own free-to-play game.
1.
Qualities of
Virtual Goods
Martin Nerurkar & Volker Boenigk
BGF 2010
2.
Martin Nerurkar Volker Boenigk
Twitter
Web
Blog
@MNerurkar
www.martin.nerurkar.de
www.gamearch.com
@PoweredByPixels
www.poweredbypixels.de
blog.poweredbypixels.de
E-Mail Martin.Nerurkar@Gameforge.com Volker.Boenigk@Gameforge.com
System TricksQualities
14.
The 6 Qualities
• Quality represents value to
the player
– High Quality = desirable
• Quality strength is
dependent on the game
System Tricks
Duration
Advantage
Comfort
Aesthetics
Content
Availability
Qualities
16.
Advantage
• Increased performance
– Better equipment
– XP boosts
• The payer has a gameplay advantage over
non-payers (Careful!)
• Exclusive bonuses can feel more unfair
than earnable bonuses
System TricksQualities
17.
Advantage Example
Battleknight Guards
Use Values
• +25% Defense
Scarcity
• Limited duration
System TricksQualities
18.
Advantage
• How big is the performance
increase?
• Is it a direct or indirect gain?
• How competitive is the game?
• Will it break the game?
System TricksQualities
20.
Aesthetics
• Audiovisual value
– Hairstyles
– Unique clothes
– “Vanity items”
• Very dependent on the type of game
System TricksQualities
21.
Aesthetics Example
Europe 1400 Avatars
Use Values
• Unique looks
Scarcity
• Permanent
System TricksQualities
22.
Aesthetics
• How visual is the game?
• How desirable is the effect?
• Is the effect customizable?
• Does it represent an affiliation?
System TricksQualities
24.
Comfort
• Making life easier for the
player
• Cuts the parts that are
not enjoyable
– Automatization
– Improved interface features
System TricksQualities
25.
Comfort Example
Ikariam City Overview
Use Values
• Easier to keep an
overview over your
cities
Scarcity
• Limited time
System TricksQualities
26.
Comfort
• How annoying is the normal
task?
• Does the feature require less
effort?
• Does it save the player time?
System TricksQualities
28.
Content
• Adds new playing options
– New areas
– New quests
– New classes
• Allows to extend the experience
System TricksQualities
29.
Content Example
Hypothetical New Class
Use Values
• Perfectly balanced
• Unique premium class
Scarcity
• Permanent
System TricksQualities
30.
Content Example
Metin 2 Dungeons
Use Values
• Exclusive content
• Faster levelling
• Better drop chances
Scarcity
• Limited use
System TricksQualities
31.
Content
• How much time can be spent
with the new content?
• How well created is it?
• How dependant is the game on
content?
System TricksQualities
33.
Duration
• How long does the good
last or how often can it
be used?
• The higher the duration,
the higher the perceived value
• Permanent goods can be problematic
System TricksQualities
34.
Duration
• How long does the item last?
• Is duration in harmony with
effect and presentation?
System TricksQualities
36.
Availability
• The rarer a good is, the
more valuable it becomes
• Different ways to modify
availability
• Stronger if players can display rare goods
System TricksQualities
37.
Availability
• How hard is the good to get?
• Can the good be collected
and/or displayed?
• Is availability in harmony with
the presentation?
System TricksQualities
38.
The Qualities
=+ + + + +
System TricksQualities
46.
Wrapup
System Tricks
Advantage
Comfort
Aesthetics
Content
Perceived
Value
Artificial ScarcityUse-Value
Duration
Availability
Qualities
47.
Contact Us
Martin Nerurkar Volker Boenigk
Twitter
Web
Blog
@MNerurkar
www.martin.nerurkar.de
www.gamearch.com
@PoweredByPixels
www.poweredbypixels.de
blog.poweredbypixels.de
E-Mail Martin.Nerurkar@Gameforge.com Volker.Boenigk@Gameforge.com
System TricksQualities