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Game design as marketing: Business/game developer’s dilemma Juho Hamari @ GAS Seminar 2.3.2010
Juho Hamari – M. Sc. (Econ) Researcher @ HIIT Information System Science / eBusiness Scope: Business models related to selling virtual goods
[object Object],[object Object],[object Object],[object Object],15cm 10cm
Willingness-to-pay Problem with flat pricing models:  How can we meet the WTP
Let’s sell in-game artefacts!
Virtual goods Microtransactions
 
Differences in main b.models Degree of integration between game and biz design Revenue model Service design emphasis Marketing emphasis Pricing Customer relationship emphasis Retail Large amount of initial content Advertising Single price Acquisition Subscription Long-term engagement of users Time-based Retention “ free-to-play” / Virtual good sales Monetisation through incentivising service design Creating demand via game mechanics Microtransactions - emphasis on meeting the willingness-to-spend by price discriminating Acquisition, retention,  monetisation
 
 
[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
You are locked in, literally ,[object Object],[object Object],[object Object],[object Object]
[object Object]
 
[object Object],[object Object]
Dilemma #1: How to balance between: ,[object Object],[object Object],[object Object],[object Object]
 
 
OH NO!! MUDFLATION! – ECONOMIC CRISIS
Faucet -> Sink ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dilemma #2: How to balance between: ,[object Object],[object Object]
Evening out the playfield between paying and non-paying customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Thank you
References: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Game Design as Marketing: Business/Game Developer's Dilemma

  • 1. Game design as marketing: Business/game developer’s dilemma Juho Hamari @ GAS Seminar 2.3.2010
  • 2. Juho Hamari – M. Sc. (Econ) Researcher @ HIIT Information System Science / eBusiness Scope: Business models related to selling virtual goods
  • 3.
  • 4. Willingness-to-pay Problem with flat pricing models: How can we meet the WTP
  • 5. Let’s sell in-game artefacts!
  • 7.  
  • 8. Differences in main b.models Degree of integration between game and biz design Revenue model Service design emphasis Marketing emphasis Pricing Customer relationship emphasis Retail Large amount of initial content Advertising Single price Acquisition Subscription Long-term engagement of users Time-based Retention “ free-to-play” / Virtual good sales Monetisation through incentivising service design Creating demand via game mechanics Microtransactions - emphasis on meeting the willingness-to-spend by price discriminating Acquisition, retention, monetisation
  • 9.  
  • 10.  
  • 11.
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.
  • 17.
  • 18.  
  • 19.
  • 20.
  • 21.  
  • 22.  
  • 23. OH NO!! MUDFLATION! – ECONOMIC CRISIS
  • 24.
  • 25.
  • 26.
  • 27.
  • 29.

Editor's Notes

  1. Dollars: http://www.flickr.com/photos/twenty_questions/2888453842/
  2. M-dollars: http://www.flickr.com/photos/mellyjean/3200035895/sizes/l/
  3. http://www.flickr.com/photos/29487767@N02/3288942594/sizes/l/
  4. Wikipedia commons