SlideShare a Scribd company logo
Paying To Win?Battlefield Heroes, virtual goods and selling gameplay advantagesBen Cousins, General Manager, Easy (EA)
Who am I?
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Facts about EasyBattlefield heroes started in 2007 at DICE20 staff from Heroes team spun out into Easy in Nov 2008 ’act like a startup’Almost ten million registered usersProfitable after 16 monthsFY12 revenue forecast at double FY11
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Hey Ben, … Do you feel like a big man now Ben? I bet you do. That's good. I hope you enjoy watching your playerbase crumble and all your customers turn against you. A lot of us really loved your game Ben, and the ideas that you started out with. When I saw the first Heroes trailer I was amazed. It sounded too good to be true. Then it turned out that it was…You went behind our backs and changed the basic things that made this game different and great. You ruined your game Ben. You and the higher-ups at EA ruined OUR game…I hope you're happy Ben, I hope you're really, really happy. Do you know how many children you ruined Christmas for Ben? Why don't you think about that too while you're at it.R.I.P Battlefield: Heroes. -A formerly loyal customer.“
How did we get here?
Paying To Win
Learnings from KoreaItems that sell wellCustomization itemsClothing, name colourConvienience itemsXP boost, currency boost, stats resetAdvantage-giving itemsBE CAREFUL – the looser MUST NOT know they have lost because of the use of an item
Heroes Launch CatalogueHeadFaceNeckChestJacketHandsLegsFeetBackWaistXP BoostVP Boost
Paying To Win
Paying To Win
Paying To Win
Total gross revenueARPU =Total number of users              $3 million in funding= $1.50 ARPU2 million users
Total gross revenueARPU =Total number of users              $3 million in funding= $1.50 ARPU2 million usersOur (conservative) target = $0.50 ARPUOur  launch month ARPU = $0.25 
Working out what was going wrong
Paying To Win
Paying To Win
KPIs*Monthly ARPU (av. revenue per user)MAU (Monthly Active Users)Monthly Conversion rate (% of Actives spending)Monthly ARPPU (av. revenue per PAYING user)*Key Performance Indicators
July KPIs*ARPPU (av. revenue per PAYING user)$20.25 *Key Performance Indicators
July KPIs*ARPPU (av. revenue per PAYING user)$20.25 Conversion rate (% of Actives spending)1.29% *Key Performance Indicators
Fix Conv. RateGood MAU and ARPPUBad ARPU caused by poor Conversion RateWhat were spenders buying?
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
“I think their plan to get the low hanging fruit is right, but it is going too slow…They need some heads and a little bit of $$$ to pick up speed and make some needed changes to the game. “Frank Gibeau
Paying To Win
Paying To Win
”This game is too free, we are giving away too much”
”This game is too free, we are giving away too much””Too much VP in the system”
Action PointsIncrease VP-per hour cost of hiring ’demo’ weaponsIf you play a few hours a day, maintain a weapon for a single characterDrop cash-prices of permanent weaponsSMS payment methods for some EU countriesRelease more powerful versions of normal weapons
3 weapons slightly bigger magazines5 weapons slightly greater chance of critical hit2 weapons slightly more damageOne recoil reductionSub Machine GunRounds in magazine from 40 - 45Critical hit chance from 0.025 - 0.04Damage for a critical hit from 15 – 20PistolRounds in magazine from 12-15Critical hit chance from 0.04 - 0.13Machine GunCritical hit chance from 0.03 -0.07ShotgunRounds in magazine from 12 – 15Critical hit chance from 0.05 – 0.07Sniper RifleRounds in magazine from 5 – 7Better over short rangeRecoil slightly reducedKnifeDamage from 28-30Hit radius from 2-3RPGsCritical hit chance from 0 to 0.3Critical hit damage set at 10
Paying To Win
Paying To Win
Paying To Win
What happened next?
Fix Conv. RateGood MAU and ARPPUBad ARPU caused by poor Conversion Rate
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Total gross revenue from forum postersTotal number of forum posters
Total gross revenue from forum posters= $22 ARPFPTotal number of forum posters
Total gross revenue from forum posters= $22 ARPFPTotal number of forum postersForum posters spend more than 10x the average user
Paying To Win
Hey Ben, … Do you feel like a big man now Ben? I bet you do. That's good. I hope you enjoy watching your playerbase crumble and all your customers turn against you. A lot of us really loved your game Ben, and the ideas that you started out with. When I saw the first Heroes trailer I was amazed. It sounded too good to be true. Then it turned out that it was…You went behind our backs and changed the basic things that made this game different and great. You ruined your game Ben. You and the higher-ups at EA ruined OUR game…I hope you're happy Ben, I hope you're really, really happy. Do you know how many children you ruined Christmas for Ben? Why don't you think about that too while you're at it.R.I.P Battlefield: Heroes. -A formerly loyal customer.“
Paying To Win
Paying To Win
Paying To Win
Paying To Win
Paying To Win
To recap…The original store catalogue was sub-optimal because we;Had insufficient info about western gamer’s appetite for virtual goodsWere scared by the Bad Company 1’s ‘weapons for sale’ controversyWe were being too conservativeAs a result our conversion rate was too lowWe quickly identified what we needed to do to increase conversion rate with a surveyWe were understaffed until Frank Gibeau allowed us enough to staff upWe were still too conservative about changing game balance……until we got very concerned about losing ours and our team’s jobsWhich forced us to make radical changes……which caused a huge uproar online……but which didn’t actually correspond with a declining userbase
Paying To Win
Common assumptions about the types of virtual goods it is acceptable to sell are incorrect
Paying To Win
Paying To Win
Paying To Win
Paying To Win
What should virtual goods games be?What do consumers want virtual goods games to be?
Questions?bcousins@ea.comTwitter - benjamincousins

More Related Content

What's hot

High Dynamic Range color grading and display in Frostbite
High Dynamic Range color grading and display in FrostbiteHigh Dynamic Range color grading and display in Frostbite
High Dynamic Range color grading and display in Frostbite
Electronic Arts / DICE
 
Account plan review template
Account plan review template Account plan review template
Account plan review template
Aditya Jha
 
LSS - 5 Year Strategy
LSS -  5 Year StrategyLSS -  5 Year Strategy
LSS - 5 Year Strategy
Anand Subramaniam
 
Joint Multisided Exposure Fairness for Search and Recommendation
Joint Multisided Exposure Fairness for Search and RecommendationJoint Multisided Exposure Fairness for Search and Recommendation
Joint Multisided Exposure Fairness for Search and Recommendation
Bhaskar Mitra
 
Netflix AIM Engineering Manager
Netflix AIM Engineering ManagerNetflix AIM Engineering Manager
Netflix AIM Engineering Manager
Karen Casella
 
KPI CALCULATION
KPI CALCULATION KPI CALCULATION
KPI CALCULATION
Hj Arriffin Mansor
 
Business Process Improvement
Business Process ImprovementBusiness Process Improvement
Business Process Improvement
Anand Subramaniam
 
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdfPeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
TonyDucic
 
Revisiting the Notion of Diversity in Software Testing
Revisiting the Notion of Diversity in Software TestingRevisiting the Notion of Diversity in Software Testing
Revisiting the Notion of Diversity in Software Testing
Lionel Briand
 
Slide Deck - Business Capability Maps.pptx
Slide Deck - Business Capability Maps.pptxSlide Deck - Business Capability Maps.pptx
Slide Deck - Business Capability Maps.pptx
AustraliaChapterIIBA
 
A Multi-Armed Bandit Framework For Recommendations at Netflix
A Multi-Armed Bandit Framework For Recommendations at NetflixA Multi-Armed Bandit Framework For Recommendations at Netflix
A Multi-Armed Bandit Framework For Recommendations at Netflix
Jaya Kawale
 
Global illumination
Global illuminationGlobal illumination
Global illumination
Dragan Okanovic
 
FlameWorks GTC 2014
FlameWorks GTC 2014FlameWorks GTC 2014
FlameWorks GTC 2014
Simon Green
 
Agile for non-IT projects
Agile for non-IT projectsAgile for non-IT projects
Agile for non-IT projects
Pavel Dabrytski
 
Elective Care Conference: the role of the MDT coordinator role
Elective Care Conference: the role of the MDT coordinator role Elective Care Conference: the role of the MDT coordinator role
Elective Care Conference: the role of the MDT coordinator role
NHS Improvement
 
Value Stream Mapping: Talk with Omaha Lean User Group
Value Stream Mapping: Talk with Omaha Lean User GroupValue Stream Mapping: Talk with Omaha Lean User Group
Value Stream Mapping: Talk with Omaha Lean User Group
TKMG, Inc.
 
ISSTA'16 Summer School: Intro to Statistics
ISSTA'16 Summer School: Intro to StatisticsISSTA'16 Summer School: Intro to Statistics
ISSTA'16 Summer School: Intro to Statistics
Andrea Arcuri
 
IBM Msp welcome kit v2
IBM Msp welcome kit v2IBM Msp welcome kit v2
IBM Msp welcome kit v2
Patrick Bouillaud
 
Sample On Project Management By Instant Essay Writing
Sample On Project Management By Instant Essay WritingSample On Project Management By Instant Essay Writing
Sample On Project Management By Instant Essay Writing
Instant Essay Writing
 
LCD Monitor 선택 가이드와 Gamma의 이해
LCD Monitor 선택 가이드와 Gamma의 이해LCD Monitor 선택 가이드와 Gamma의 이해
LCD Monitor 선택 가이드와 Gamma의 이해
SangYun Yi
 

What's hot (20)

High Dynamic Range color grading and display in Frostbite
High Dynamic Range color grading and display in FrostbiteHigh Dynamic Range color grading and display in Frostbite
High Dynamic Range color grading and display in Frostbite
 
Account plan review template
Account plan review template Account plan review template
Account plan review template
 
LSS - 5 Year Strategy
LSS -  5 Year StrategyLSS -  5 Year Strategy
LSS - 5 Year Strategy
 
Joint Multisided Exposure Fairness for Search and Recommendation
Joint Multisided Exposure Fairness for Search and RecommendationJoint Multisided Exposure Fairness for Search and Recommendation
Joint Multisided Exposure Fairness for Search and Recommendation
 
Netflix AIM Engineering Manager
Netflix AIM Engineering ManagerNetflix AIM Engineering Manager
Netflix AIM Engineering Manager
 
KPI CALCULATION
KPI CALCULATION KPI CALCULATION
KPI CALCULATION
 
Business Process Improvement
Business Process ImprovementBusiness Process Improvement
Business Process Improvement
 
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdfPeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
PeakSpan Infrastructure Software Landsacpe (11.29.22).pdf
 
Revisiting the Notion of Diversity in Software Testing
Revisiting the Notion of Diversity in Software TestingRevisiting the Notion of Diversity in Software Testing
Revisiting the Notion of Diversity in Software Testing
 
Slide Deck - Business Capability Maps.pptx
Slide Deck - Business Capability Maps.pptxSlide Deck - Business Capability Maps.pptx
Slide Deck - Business Capability Maps.pptx
 
A Multi-Armed Bandit Framework For Recommendations at Netflix
A Multi-Armed Bandit Framework For Recommendations at NetflixA Multi-Armed Bandit Framework For Recommendations at Netflix
A Multi-Armed Bandit Framework For Recommendations at Netflix
 
Global illumination
Global illuminationGlobal illumination
Global illumination
 
FlameWorks GTC 2014
FlameWorks GTC 2014FlameWorks GTC 2014
FlameWorks GTC 2014
 
Agile for non-IT projects
Agile for non-IT projectsAgile for non-IT projects
Agile for non-IT projects
 
Elective Care Conference: the role of the MDT coordinator role
Elective Care Conference: the role of the MDT coordinator role Elective Care Conference: the role of the MDT coordinator role
Elective Care Conference: the role of the MDT coordinator role
 
Value Stream Mapping: Talk with Omaha Lean User Group
Value Stream Mapping: Talk with Omaha Lean User GroupValue Stream Mapping: Talk with Omaha Lean User Group
Value Stream Mapping: Talk with Omaha Lean User Group
 
ISSTA'16 Summer School: Intro to Statistics
ISSTA'16 Summer School: Intro to StatisticsISSTA'16 Summer School: Intro to Statistics
ISSTA'16 Summer School: Intro to Statistics
 
IBM Msp welcome kit v2
IBM Msp welcome kit v2IBM Msp welcome kit v2
IBM Msp welcome kit v2
 
Sample On Project Management By Instant Essay Writing
Sample On Project Management By Instant Essay WritingSample On Project Management By Instant Essay Writing
Sample On Project Management By Instant Essay Writing
 
LCD Monitor 선택 가이드와 Gamma의 이해
LCD Monitor 선택 가이드와 Gamma의 이해LCD Monitor 선택 가이드와 Gamma의 이해
LCD Monitor 선택 가이드와 Gamma의 이해
 

Viewers also liked

Ben Cousins - A History
Ben Cousins - A HistoryBen Cousins - A History
Ben Cousins - A History
gueste78f0
 
Story openings
Story openingsStory openings
Story openings
María Laura Bargas
 
Adding And Subtracting Whole Numbers
Adding And Subtracting Whole NumbersAdding And Subtracting Whole Numbers
Adding And Subtracting Whole Numbers
gusma1am
 
Write a story
Write a story Write a story
Write a story
misscunningham
 
Adding whole numbers kori (1)
Adding whole numbers kori (1)Adding whole numbers kori (1)
Adding whole numbers kori (1)
Rusty Aquino
 
Counter anti feminist
Counter anti feministCounter anti feminist
Counter anti feminist
C
 
Rd An Innovative
Rd An InnovativeRd An Innovative
Rd An Innovative
nayyer14
 
Cryptography
CryptographyCryptography
Cryptography
gadgetic
 
07 Study Of The Law Love - Coveteousness
07 Study Of The Law Love - Coveteousness07 Study Of The Law Love - Coveteousness
07 Study Of The Law Love - Coveteousness
Don McClain
 
Wiki
WikiWiki
Wiki
donz23
 
Ccna1v3 Mod02
Ccna1v3 Mod02Ccna1v3 Mod02
Ccna1v3 Mod02
Arun Ajitha
 
Managing It Solutions Architecture Presentation Main
Managing It Solutions Architecture Presentation MainManaging It Solutions Architecture Presentation Main
Managing It Solutions Architecture Presentation Main
guest8d3c01
 
Moto Telepizza
Moto TelepizzaMoto Telepizza
Moto Telepizza
kirvesc
 
Social.media 201 - alumni senate 2010
Social.media 201  - alumni senate 2010Social.media 201  - alumni senate 2010
Social.media 201 - alumni senate 2010
Josh Stowe
 
Social media 101 - alumni senate 2010
Social media 101  - alumni senate 2010Social media 101  - alumni senate 2010
Social media 101 - alumni senate 2010
Josh Stowe
 
Varias listas ordenadas genis chiquillo 1b
Varias listas ordenadas genis chiquillo 1bVarias listas ordenadas genis chiquillo 1b
Varias listas ordenadas genis chiquillo 1b
genischiquillo
 
Tina's Slide Show
Tina's Slide ShowTina's Slide Show
Tina's Slide Show
mamafeenix
 
Autism omnibus results_031010
Autism omnibus results_031010Autism omnibus results_031010
Autism omnibus results_031010
Wayne Rohde
 

Viewers also liked (20)

Ben Cousins - A History
Ben Cousins - A HistoryBen Cousins - A History
Ben Cousins - A History
 
Story openings
Story openingsStory openings
Story openings
 
Adding And Subtracting Whole Numbers
Adding And Subtracting Whole NumbersAdding And Subtracting Whole Numbers
Adding And Subtracting Whole Numbers
 
Write a story
Write a story Write a story
Write a story
 
Adding whole numbers kori (1)
Adding whole numbers kori (1)Adding whole numbers kori (1)
Adding whole numbers kori (1)
 
Counter anti feminist
Counter anti feministCounter anti feminist
Counter anti feminist
 
Rd An Innovative
Rd An InnovativeRd An Innovative
Rd An Innovative
 
Cryptography
CryptographyCryptography
Cryptography
 
07 Study Of The Law Love - Coveteousness
07 Study Of The Law Love - Coveteousness07 Study Of The Law Love - Coveteousness
07 Study Of The Law Love - Coveteousness
 
Wiki
WikiWiki
Wiki
 
Ccna1v3 Mod02
Ccna1v3 Mod02Ccna1v3 Mod02
Ccna1v3 Mod02
 
Managing It Solutions Architecture Presentation Main
Managing It Solutions Architecture Presentation MainManaging It Solutions Architecture Presentation Main
Managing It Solutions Architecture Presentation Main
 
Moto Telepizza
Moto TelepizzaMoto Telepizza
Moto Telepizza
 
Social.media 201 - alumni senate 2010
Social.media 201  - alumni senate 2010Social.media 201  - alumni senate 2010
Social.media 201 - alumni senate 2010
 
Social media 101 - alumni senate 2010
Social media 101  - alumni senate 2010Social media 101  - alumni senate 2010
Social media 101 - alumni senate 2010
 
Varias listas ordenadas genis chiquillo 1b
Varias listas ordenadas genis chiquillo 1bVarias listas ordenadas genis chiquillo 1b
Varias listas ordenadas genis chiquillo 1b
 
Tina's Slide Show
Tina's Slide ShowTina's Slide Show
Tina's Slide Show
 
Historiaurrea
HistoriaurreaHistoriaurrea
Historiaurrea
 
Club
ClubClub
Club
 
Autism omnibus results_031010
Autism omnibus results_031010Autism omnibus results_031010
Autism omnibus results_031010
 

Similar to Paying To Win

Metrics for a Brave New Whirled
Metrics for a Brave New WhirledMetrics for a Brave New Whirled
Metrics for a Brave New Whirled
capncleaver
 
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
mochimedia
 
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
Kongregate
 
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P GamesGDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
Tamara (Tammy) Levy
 
Agency Innovation Camp '13: Yellow Group
Agency Innovation Camp '13: Yellow Group Agency Innovation Camp '13: Yellow Group
Agency Innovation Camp '13: Yellow Group
Digiday
 
Core Games, Real Numbers: Asian & Western Games
Core Games, Real Numbers: Asian & Western GamesCore Games, Real Numbers: Asian & Western Games
Core Games, Real Numbers: Asian & Western Games
emily_greer
 
Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013
emily_greer
 
About EA
About EAAbout EA
About EA
About EAAbout EA
What is this Sims 4?
What is this Sims 4?What is this Sims 4?
What is this Sims 4?
Ruth Deller
 
DevDays Games UX Talk
DevDays Games UX TalkDevDays Games UX Talk
DevDays Games UX Talk
guest7e5c7c1
 
F2P Design Crash Course (Casual Connect Kyiv 2013)
F2P Design Crash Course (Casual Connect Kyiv 2013)F2P Design Crash Course (Casual Connect Kyiv 2013)
F2P Design Crash Course (Casual Connect Kyiv 2013)
Kongregate
 
Monetization Case Study - blood brothers 2
Monetization Case Study - blood brothers 2Monetization Case Study - blood brothers 2
Monetization Case Study - blood brothers 2
Sun Cho
 
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
David Piao Chiu
 
How Streaming is Changing the Way We Play
How Streaming is Changing the Way We PlayHow Streaming is Changing the Way We Play
How Streaming is Changing the Way We Play
Twitch Developers
 
FMP - 3. Research
FMP - 3. ResearchFMP - 3. Research
FMP - 3. Research
Daniel Corr
 
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
David Piao Chiu
 
Are You Making the Right Game?
Are You Making the Right Game?Are You Making the Right Game?
Are You Making the Right Game?
Intel® Software
 
Monetization As Part Of Game Design
Monetization As Part Of Game DesignMonetization As Part Of Game Design
Monetization As Part Of Game Design
InMobi
 
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
David Piao Chiu
 

Similar to Paying To Win (20)

Metrics for a Brave New Whirled
Metrics for a Brave New WhirledMetrics for a Brave New Whirled
Metrics for a Brave New Whirled
 
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
FGS 2011: Keeping Yourself Honest in Game Design (SteamBirds)
 
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
Tammy Levy at GDC 2019: Nature vs. Nurture: Unpacking Player Spending in F2P ...
 
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P GamesGDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P Games
 
Agency Innovation Camp '13: Yellow Group
Agency Innovation Camp '13: Yellow Group Agency Innovation Camp '13: Yellow Group
Agency Innovation Camp '13: Yellow Group
 
Core Games, Real Numbers: Asian & Western Games
Core Games, Real Numbers: Asian & Western GamesCore Games, Real Numbers: Asian & Western Games
Core Games, Real Numbers: Asian & Western Games
 
Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013Maximizing Monetization - Casual Connect SF 2013
Maximizing Monetization - Casual Connect SF 2013
 
About EA
About EAAbout EA
About EA
 
About EA
About EAAbout EA
About EA
 
What is this Sims 4?
What is this Sims 4?What is this Sims 4?
What is this Sims 4?
 
DevDays Games UX Talk
DevDays Games UX TalkDevDays Games UX Talk
DevDays Games UX Talk
 
F2P Design Crash Course (Casual Connect Kyiv 2013)
F2P Design Crash Course (Casual Connect Kyiv 2013)F2P Design Crash Course (Casual Connect Kyiv 2013)
F2P Design Crash Course (Casual Connect Kyiv 2013)
 
Monetization Case Study - blood brothers 2
Monetization Case Study - blood brothers 2Monetization Case Study - blood brothers 2
Monetization Case Study - blood brothers 2
 
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
R2Games: Maximizing F2P Monetization Presentation from the Montreal Internati...
 
How Streaming is Changing the Way We Play
How Streaming is Changing the Way We PlayHow Streaming is Changing the Way We Play
How Streaming is Changing the Way We Play
 
FMP - 3. Research
FMP - 3. ResearchFMP - 3. Research
FMP - 3. Research
 
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...
 
Are You Making the Right Game?
Are You Making the Right Game?Are You Making the Right Game?
Are You Making the Right Game?
 
Monetization As Part Of Game Design
Monetization As Part Of Game DesignMonetization As Part Of Game Design
Monetization As Part Of Game Design
 
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
R2 Games F2P Monetization Presentation (Dec 2015 Montevideo GameLab)
 

Recently uploaded

6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat
Salty Vixen Stories & More
 
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdfsavita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
bangarsachin48
 
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
6459astrid
 
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
sunita ahuja
 
Sunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak SerinSunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak Serin
Basak24
 
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
sonamrawat5631
 
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
shamrisumri
 
Lucknow @Girls @ℂall Hazratganj 08630512678 @Girls @ℂall Service
Lucknow @Girls @ℂall Hazratganj 08630512678  @Girls @ℂall ServiceLucknow @Girls @ℂall Hazratganj 08630512678  @Girls @ℂall Service
Lucknow @Girls @ℂall Hazratganj 08630512678 @Girls @ℂall Service
veenita788
 
Sitcom Quiz by SJU quizzers #weekly 1.ppt
Sitcom Quiz by SJU quizzers #weekly 1.pptSitcom Quiz by SJU quizzers #weekly 1.ppt
Sitcom Quiz by SJU quizzers #weekly 1.ppt
SJU Quizzers
 
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
%$A19%
 
Jane Menendez Her Life, Contributions, and Lasting Impact.pdf
Jane Menendez Her Life, Contributions, and Lasting Impact.pdfJane Menendez Her Life, Contributions, and Lasting Impact.pdf
Jane Menendez Her Life, Contributions, and Lasting Impact.pdf
Azura Everhart
 
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
elbertablack
 
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdfQuinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
Blog Eternal
 
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
Ak47
 
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCueIndian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
AMshares
 
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdfFrom Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
Blog Eternal
 
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
rhiannateal
 
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
AK47
 
Lucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls ServiceLucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls Service
veenita788
 
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
olivia singh
 

Recently uploaded (20)

6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat6 Cool Sex Positions to Beat the Summer Heat
6 Cool Sex Positions to Beat the Summer Heat
 
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdfsavita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
savita-bhabhi-ep-62 the-annivez-liborg-pr.pdf
 
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
High Profile Girls Call Navi Mumbai 🛵🚡9920725232 💃 Choose Best And Top Girl S...
 
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
Girls Call Santacruz 9967584737 Provide Best And Top Girl Service And No1 in ...
 
Sunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak SerinSunny and Rishi 4 Written By Basak Serin
Sunny and Rishi 4 Written By Basak Serin
 
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
Private Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1...
 
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
Independent Girls Call ServiCe Chennai X00XXX00XX Tanisha Best High Class Che...
 
Lucknow @Girls @ℂall Hazratganj 08630512678 @Girls @ℂall Service
Lucknow @Girls @ℂall Hazratganj 08630512678  @Girls @ℂall ServiceLucknow @Girls @ℂall Hazratganj 08630512678  @Girls @ℂall Service
Lucknow @Girls @ℂall Hazratganj 08630512678 @Girls @ℂall Service
 
Sitcom Quiz by SJU quizzers #weekly 1.ppt
Sitcom Quiz by SJU quizzers #weekly 1.pptSitcom Quiz by SJU quizzers #weekly 1.ppt
Sitcom Quiz by SJU quizzers #weekly 1.ppt
 
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
BBW Girls Call Aero City 9873940964 Provide Best And Top Girl Service And No1...
 
Jane Menendez Her Life, Contributions, and Lasting Impact.pdf
Jane Menendez Her Life, Contributions, and Lasting Impact.pdfJane Menendez Her Life, Contributions, and Lasting Impact.pdf
Jane Menendez Her Life, Contributions, and Lasting Impact.pdf
 
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
New Girls Call Delhi 9873940964 Provide Best And Top Girl Service And No1 in ...
 
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdfQuinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
Quinlin Dempsey Stiller – Following in Father Ben Stiller’s Footsteps.pdf
 
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
Celebrity Girls Call Noida 9873940964 Provide Best And Top Girl Service And N...
 
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCueIndian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
Indian Cash Rummy App Download | Rummy Cash Game Download - RummyCue
 
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdfFrom Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
From Farm Boy to UFC Star – How Much is Bryce Mitchell Net Worth.pdf
 
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
BBW Girls Call Mumbai 9910780858 Provide Best And Top Girl Service And No1 in...
 
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
Small Girls Call Delhi 9711199171 Provide Best And Top Girl Service And No1 i...
 
Lucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls ServiceLucknow @ℂall Balaganj 08630512678 @Girls Service
Lucknow @ℂall Balaganj 08630512678 @Girls Service
 
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
Air Hostess Girls Call Mumbai 9910780858 Provide Best And Top Girl Service An...
 

Paying To Win

  • 1. Paying To Win?Battlefield Heroes, virtual goods and selling gameplay advantagesBen Cousins, General Manager, Easy (EA)
  • 8. Facts about EasyBattlefield heroes started in 2007 at DICE20 staff from Heroes team spun out into Easy in Nov 2008 ’act like a startup’Almost ten million registered usersProfitable after 16 monthsFY12 revenue forecast at double FY11
  • 14. Hey Ben, … Do you feel like a big man now Ben? I bet you do. That's good. I hope you enjoy watching your playerbase crumble and all your customers turn against you. A lot of us really loved your game Ben, and the ideas that you started out with. When I saw the first Heroes trailer I was amazed. It sounded too good to be true. Then it turned out that it was…You went behind our backs and changed the basic things that made this game different and great. You ruined your game Ben. You and the higher-ups at EA ruined OUR game…I hope you're happy Ben, I hope you're really, really happy. Do you know how many children you ruined Christmas for Ben? Why don't you think about that too while you're at it.R.I.P Battlefield: Heroes. -A formerly loyal customer.“
  • 15. How did we get here?
  • 17. Learnings from KoreaItems that sell wellCustomization itemsClothing, name colourConvienience itemsXP boost, currency boost, stats resetAdvantage-giving itemsBE CAREFUL – the looser MUST NOT know they have lost because of the use of an item
  • 22. Total gross revenueARPU =Total number of users $3 million in funding= $1.50 ARPU2 million users
  • 23. Total gross revenueARPU =Total number of users $3 million in funding= $1.50 ARPU2 million usersOur (conservative) target = $0.50 ARPUOur launch month ARPU = $0.25 
  • 24. Working out what was going wrong
  • 27. KPIs*Monthly ARPU (av. revenue per user)MAU (Monthly Active Users)Monthly Conversion rate (% of Actives spending)Monthly ARPPU (av. revenue per PAYING user)*Key Performance Indicators
  • 28. July KPIs*ARPPU (av. revenue per PAYING user)$20.25 *Key Performance Indicators
  • 29. July KPIs*ARPPU (av. revenue per PAYING user)$20.25 Conversion rate (% of Actives spending)1.29% *Key Performance Indicators
  • 30. Fix Conv. RateGood MAU and ARPPUBad ARPU caused by poor Conversion RateWhat were spenders buying?
  • 40. “I think their plan to get the low hanging fruit is right, but it is going too slow…They need some heads and a little bit of $$$ to pick up speed and make some needed changes to the game. “Frank Gibeau
  • 43. ”This game is too free, we are giving away too much”
  • 44. ”This game is too free, we are giving away too much””Too much VP in the system”
  • 45. Action PointsIncrease VP-per hour cost of hiring ’demo’ weaponsIf you play a few hours a day, maintain a weapon for a single characterDrop cash-prices of permanent weaponsSMS payment methods for some EU countriesRelease more powerful versions of normal weapons
  • 46. 3 weapons slightly bigger magazines5 weapons slightly greater chance of critical hit2 weapons slightly more damageOne recoil reductionSub Machine GunRounds in magazine from 40 - 45Critical hit chance from 0.025 - 0.04Damage for a critical hit from 15 – 20PistolRounds in magazine from 12-15Critical hit chance from 0.04 - 0.13Machine GunCritical hit chance from 0.03 -0.07ShotgunRounds in magazine from 12 – 15Critical hit chance from 0.05 – 0.07Sniper RifleRounds in magazine from 5 – 7Better over short rangeRecoil slightly reducedKnifeDamage from 28-30Hit radius from 2-3RPGsCritical hit chance from 0 to 0.3Critical hit damage set at 10
  • 51. Fix Conv. RateGood MAU and ARPPUBad ARPU caused by poor Conversion Rate
  • 60. Total gross revenue from forum postersTotal number of forum posters
  • 61. Total gross revenue from forum posters= $22 ARPFPTotal number of forum posters
  • 62. Total gross revenue from forum posters= $22 ARPFPTotal number of forum postersForum posters spend more than 10x the average user
  • 64. Hey Ben, … Do you feel like a big man now Ben? I bet you do. That's good. I hope you enjoy watching your playerbase crumble and all your customers turn against you. A lot of us really loved your game Ben, and the ideas that you started out with. When I saw the first Heroes trailer I was amazed. It sounded too good to be true. Then it turned out that it was…You went behind our backs and changed the basic things that made this game different and great. You ruined your game Ben. You and the higher-ups at EA ruined OUR game…I hope you're happy Ben, I hope you're really, really happy. Do you know how many children you ruined Christmas for Ben? Why don't you think about that too while you're at it.R.I.P Battlefield: Heroes. -A formerly loyal customer.“
  • 70. To recap…The original store catalogue was sub-optimal because we;Had insufficient info about western gamer’s appetite for virtual goodsWere scared by the Bad Company 1’s ‘weapons for sale’ controversyWe were being too conservativeAs a result our conversion rate was too lowWe quickly identified what we needed to do to increase conversion rate with a surveyWe were understaffed until Frank Gibeau allowed us enough to staff upWe were still too conservative about changing game balance……until we got very concerned about losing ours and our team’s jobsWhich forced us to make radical changes……which caused a huge uproar online……but which didn’t actually correspond with a declining userbase
  • 72. Common assumptions about the types of virtual goods it is acceptable to sell are incorrect
  • 77. What should virtual goods games be?What do consumers want virtual goods games to be?

Editor's Notes

  1. General Manager Easy. First ever team in EA to have been ‘built’ for free to play business models
  2. four live titles, Battlefield Heroes – which is the subject of this talkFree to play cartoon shooter – open beta June 2009EA’s first free to play game outside of PogoThe landing page video does a good job of giving you a feel for the game
  3. Battlefield Play4Free
  4. Battleforge
  5. Lord of Ultima
  6. 80 staff divided between three teamsTeam in Stockholm who build shooters, Team called Phenomic in Ingelheim, Germany who build strategy gamesTeam in Stockholm who tie the titles together with web technology and websites. Set up as a fully integrated developer/publisher, with most of the key functions all housed in one location.
  7. ‘Battlefield Heroes Is Practically Ruined’ – with this headline on December 1st 2009, Kotaku announced something we’d been working on in my studio for the last several months. ‘As a regular player of the game, I've had some kind things to say about Battlefield Heroes. As an online game, however, things can change at the drop of a hat. And EA just dropped the hat.’
  8. Over at ArsTechnica they felt the same – ‘a recent price restructuring destroys the ability to play without spending real money’.
  9. Over at industry news site Inside Social Games they reported a little more soberly ‘EA’s Battlefield Heroes Has Virtual Economy Troubles’ ‘The phrase here is “freemium,” in quotes, because recent virtual goods changes to the game have shot the title in its digital foot, forcing players that want to compete to spend money.’Articles using our forums as sources this is a typical forum post
  10. ‘Now it's impossible for me to play the game for free. I can't even afford the long ranged pistol anymore, let alone bandages. Let me make this clear: now it takes 22 wins for us to earn enough VPs to rent a weapon for a day. If each match is 10 minutes long, that means I'll have to play for 3 hours and a half with a stellar team just to afford the weapon.’Post originally contained an incorrect calculationSaid 6 hours to maintain weapon for freeHe corrected itOnline news sites didn’t
  11. ‘EA Failed’ forum sig campaign 80% of forum users were using this sigGot 300+ emails that weekHere’s one
  12. According to forum posters, fans emailing me, consumer press and business blogs we’d fucked upKilled a popular free gameAlienated the audiencePushed commerce too farGame was obviously going to dieWhy am I standing here? Why is Easy still open? How come I still have a job? How come we are releasing a game with an identical business model this month?This talk will answer those questions
  13. Heroes after Korean modelNo significant virtual goods games in western world in 2007No shootersAnnounced the game in 2008 – many questioned if a free to play shooter would work in the westWe learnt from Neowiz, collaborated on Battlefield OnlineThey taught us about Korean item catalogues
  14. Heroes launch catalogue was simpleTech limitation meant we couldn’t do pets with AIClothing itemsEmotes – can be played at a key moment – when you’ve been killedWidgets – our convenience itemsAllow faster access to content but don’t directly sell content, especially not weapons.Didn’t sell weapons because of something else happening in EA
  15. March 2008 Bad Company 1 closed beta from sister studio DICEMistake ‘buy this weapon on Xbox Live Marketplace’Internet uproarWe decided to pull permanent weapon salesMade promises in interview, many on YouTube, came back to haunt me
  16. Launched on the 25th of June 2009A year late (that’s another presentation)July 2009 still our biggest month for usersLots of people playing the game a lotWe had a problemBy the end of the month I t was clear we were not making anywhere near as much money as forecasted
  17. Free to play games measure success by ARPU, among other metrics
  18. We calculate ARPU this wayPicked a conservative forecast arpu supported by Korean data
  19. We calculate ARPU this wayPicked a conservative forecast arpu supported by Korean data
  20. Didn’t feel goodWe were confident about $0.50 forecast from Korean benchmarksARPU was lower in the closed betaThought that was because it was closed betaSweden has mandatory month-long holidays in JulyMany spent the summer worrying
  21. I got back in augustOne of the only other people there was RommyGhaly, our analyst
  22. Rommy and I looked at the KPIs for July Already talked about ARPUMeasure player volume with Monthly Active Users or MAUOther metrics Rommy and I looked at% of active players who spend in a given monthAverage revenue per paying user in a month
  23. Our ARPPU was goodThe conversion rate was horrible for a game like this
  24. Our ARPPU was goodThe conversion rate was horrible for a game like this
  25. Good user volume, good amount of money from spendersConv rate was the issueThis clarity enabled us to concentrate
  26. Store metrics told us spenders were buying clothesPeacock – show off relative wealth with cool-looking heroOnly 1.29% of userbase were peacocksNeed to double that number. Find out what everyone else wanted to buyDecided to run survey
  27. Store metrics told us spenders were buying clothesPeacock – show off relative wealth with cool-looking heroOnly 1.29% of userbase were peacocksNeed to double that number. Find out what everyone else wanted to buyDecided to run survey
  28. Store metrics told us spenders were buying clothesPeacock – show off relative wealth with cool-looking heroOnly 1.29% of userbase were peacocksNeed to double that number. Find out what everyone else wanted to buyDecided to run survey
  29. I worked in Market Research for 2 yearsWe had previously set up a zoomerang accountCould pop up surveys when players hut down clientWanted to find out what items would convert people to spending
  30. Multiple choice - % add up to more than 100Vehicle cust considered too technically difficult and would just be more ARPPU from peacocks, not solving the problemMore payment instruments, bundles already planned
  31. Boost items wasn’t in our backlog, we’d decided not to do it
  32. When people got back from summerBuilt a plan to add updates according to surveyPut advantage items at bottom of list, thought it would kill userbaseWanted to try to stick to original plan – no buying advantages
  33. Team was too small to do this workHad to do work on dev framework before we could even do updatesAsked immediate bosses for more staffThey said ‘not until you make more money’A Catch 22 situation
  34. F2P was new to EAThey didn’t know if the business model would ever work, even with more staffRefused to make investmentWe slowly worked through planUptick in October, but not enoughMoving too slow on key monetization features
  35. Frank visitedOriginally gave Heroes greenlight and said ‘I would invest my own money in this’Looked at plans and metricsQuickly agreed that we needed more moneyWithin an hour, hiring blockages were cleared.
  36. By late Oct we had most of the features from the surveyPerm weapons, bundles, more clothes, more payment types, but were holding back on advantagesBut immediate bosses had lost patience. Game was still loosing moneyWe weren’t moving the needle enoughEA was going through an aggressive round of layoffsIn this climate we were in trouble – we started getting very paranoid that we would be laid off along with the teamFear of losing our jobs caused us to consider making some big changes
  37. Orange room for adhoc meetingsJohny – game still too free. Salt – VP is for ‘demo’ rentals, but so much of it that people can keep renting foreverWe had guys who had played for 100s of hours and never paid a penny
  38. Orange room for adhoc meetingsJohny – game still too free. Salt – VP is for ‘demo’ rentals, but so much of it that people can keep renting foreverWe had guys who had played for 100s of hours and never paid a penny
  39. Orange room for adhoc meetingsJohny – game still too free. Salt – VP is for ‘demo’ rentals, but so much of it that people can keep renting foreverWe had guys who had played for 100s of hours and never paid a penny
  40. Changes made us nervousThought it could have a big effect on userbase, driving revenues down even if more people were paying as a proportion of userbaseWe were going back on assurances we made nearly 2 years beforeUnder pressure to save our jobs and our staffs jobsDev team went to work
  41. At 11:57 am local time on the 30th of November 2009 we updated the gameChristmas calendar campaignFirst weapons that dropped were shotgunsEnd of the day had 64 page forum thread about shotgunsSo moderators made a dedicated thread on changesBy end of the day 50 pages, 1000 postsWithin a week 200 pages and 4000 postsForums in turmoil, moderators working to close abusive threads
  42. Press picked up on changesKotaku often lead the way with news stories and within days all the major news sites had picked up on our changes It was everywhere. In the eyes of the world we had fucked up. The community was in uproar, the press was openly critical of the changes. In any normal business we would have assumed we were fucked and packed our desks ready to leave. But we aren’t in any normal business. We are running a direct-to-consumer online business. We have one thing a lot of people don’t have. We have the data…
  43. So what happened to the consumer behavior?
  44. Recap of what was broken before?So what happened after the pricing change and the new weapons were introduced?
  45. As you can see here our revenue approximately doubled overnightBut what was causing this upswing? Was it more users, or higher revenue per user?
  46. Here’s the users.Note there was no change in users during this periodThe doubling of revenue wasn’t caused by a doubling of playersBut crucially there was no exodus in players at all contrary to what people were expectingSo, if the doubling of revenue wasn’t more users, was it that the existing spenders were simply spending more?
  47. Nope – as you can see, the spending per spender actually dropped during this periodSo if the douboling of revenue wasn’t more usersAnd it wasn’t the spenders spending moreIt must have been conversiton rate – more people were spending?
  48. It wasWe’d succeeded in our goal of increasing conversionWe’d created items that appealed to the competitive players, not just the peacocksAs you can see we’d tripled our spenders, while maintaining the userbase and only slightly decreasing the amount spenders were spending.Worth noting that its still a very small number of users (less than 5%) who buy stuff in a daySo what was happening on the forums? They seemed to be indicating the audience were deeply unhappy with these changes, and that the userbase should be crashing
  49. Shows the entire userbase, divided by different types of forum usage78% of users never touch the forums, never even visit them20% of the users visit the forums to read at least onceOnly 2% of users post on the forumsSo these complaints on the forums only represented 2% of the entire audience for the gameSo maybe the forum posters represented a small subset of players who were passionate but wernt the sort of people who would spend?We decided to look at the spending habits of forum posters
  50. Shows the entire userbase, divided by different types of forum usage78% of users never touch the forums, never even visit them20% of the users visit the forums to read at least onceOnly 2% of users post on the forumsSo these complaints on the forums only represented 2% of the entire audience for the gameSo maybe the forum posters represented a small subset of players who were passionate but wernt the sort of people who would spend?We decided to look at the spending habits of forum posters
  51. Shows the entire userbase, divided by different types of forum usage78% of users never touch the forums, never even visit them20% of the users visit the forums to read at least onceOnly 2% of users post on the forumsSo these complaints on the forums only represented 2% of the entire audience for the gameSo maybe the forum posters represented a small subset of players who were passionate but wernt the sort of people who would spend?We decided to look at the spending habits of forum posters
  52. Shows the entire userbase, divided by different types of forum usage78% of users never touch the forums, never even visit them20% of the users visit the forums to read at least onceOnly 2% of users post on the forumsSo these complaints on the forums only represented 2% of the entire audience for the gameSo maybe the forum posters represented a small subset of players who were passionate but wernt the sort of people who would spend?We decided to look at the spending habits of forum posters
  53. We calculated the average revenue per forum poster (ARPFP) Ar-Per-FupThis gave us an astonishing figure.Forum posters on average spend more than ten time the average userSo a couple of reasons why the sentiment of the forum posters was so contrary to user behaviorFirstly, numerically they are a very small sample of the entire userbase only 2%Secondly there seemed to be a disconnect between what they were saying ‘I will leave the game and never spend a penny’ and what they were doing (sticking around and spending lots of money)We now no-longer think of the forums as giving us a chance to take the temperature of the entire userbaseWe think of the forum posters as a small but passionately engaged subset of usersThey play more, they spend more, they talk more, they socialize more they care moreWhen they panic about say balance or cheating, we take notice and do an data-driven investigation, rather than thinking this is how all players feelSo what about some of the guys who were complaining earlier
  54. We calculated the average revenue per forum poster (ARPFP) Ar-Per-FupThis gave us an astonishing figure.Forum posters on average spend more than ten time the average userSo a couple of reasons why the sentiment of the forum posters was so contrary to user behaviorFirstly, numerically they are a very small sample of the entire userbase only 2%Secondly there seemed to be a disconnect between what they were saying ‘I will leave the game and never spend a penny’ and what they were doing (sticking around and spending lots of money)We now no-longer think of the forums as giving us a chance to take the temperature of the entire userbaseWe think of the forum posters as a small but passionately engaged subset of usersThey play more, they spend more, they talk more, they socialize more they care moreWhen they panic about say balance or cheating, we take notice and do an data-driven investigation, rather than thinking this is how all players feelSo what about some of the guys who were complaining earlier
  55. We calculated the average revenue per forum poster (ARPFP) Ar-Per-FupThis gave us an astonishing figure.Forum posters on average spend more than ten time the average userSo a couple of reasons why the sentiment of the forum posters was so contrary to user behaviorFirstly, numerically they are a very small sample of the entire userbase only 2%Secondly there seemed to be a disconnect between what they were saying ‘I will leave the game and never spend a penny’ and what they were doing (sticking around and spending lots of money)We now no-longer think of the forums as giving us a chance to take the temperature of the entire userbaseWe think of the forum posters as a small but passionately engaged subset of usersThey play more, they spend more, they talk more, they socialize more they care moreWhen they panic about say balance or cheating, we take notice and do an data-driven investigation, rather than thinking this is how all players feelSo what about some of the guys who were complaining earlier
  56. This guy who said he couldn’t play for free anymore and was quitting the gameHe was still an active player a year later
  57. And this guy who wanted to tell me how many children I’d ruined Christmas for?He quickly became a paying player.So lets finish by looking at the long-term performance of Heroes in the year or more since the ‘big change’ to what the big trends are
  58. Here’s the registration rate – how many new players we get.No major change since the pricing changesA big summer dip this yearGame is most popular in Europe, young people take long summer holidays over thereCan see that there’s no real long-term effect of the pricing change on regsitrations
  59. Here’s the churn rate – the % of players that leave the game each month – high is bad, low is good.We can see that the pricing changes had no long-term impact on the rate at which people registered for the game or left the game
  60. Gross revenue gone up a lotWe thought Dec 2009 was good after we made the changesThis Dec we took twice as much money from approx the same number of usersSo what's causing this upward trend?
  61. A small uptick in conversion rate following the big upswing in Dec 2009Caused mostly by the addition of more payment instruments like SMS
  62. Also we’ve had an increase in how much the spenders are spendingThis is mostly driven my releasing more and more items that appeal to either the peacocks or the competitive playersWith more choice of items to buy, people tend to spend more
  63. In conclusion then…Heroes is very profitableProjections for next year have a 50% profit margin
  64. Has enabled us to get approval to make a new game Battlefield Play4Free Takes the free-to play game to the next level with the same business model as Heroes, but with HD graphics and a more realistic settingWe aim to make this the western world’s biggest ever client-based free to play game
  65. What can we take away from this?
  66. The BF Heroes team acted as crash test dummiesIt took fear of losing our job to take a leap in the darkWe discovered people don’t mind playing a multiplayer game where some players have bought an advantageAre there analogies from the real world?
  67. Lots of sports where better equipment can given an advantageI race road bikes, always someone who has spent $10k on some really light wheelsSometimes hes a strong rider and we don’t mind him winningSometimes he’s an overweight banker and we like beating himThis is also the case in other sports like golf and motor racing. Buying a small advantage in equipment is accepted
  68. We accept inequality in other aspects of lifeDon’t hate the guy with the Porsche unless he’s an asshole about itDon’t begrudge people because they got an expensive engagement ring
  69. In Heroes, people don’t mind that much if they’ve been killed with a more expensive weaponSometimes the guys is a good player and he would have killed them anywaySometimes he’s not such a good player and the free players enjoy killing himThe difference between the haves and have-nots and the desire to better yourself that comes from this inequality is what drives all economies, whether we like it or not
  70. So let’s follow the user behavior and stop trying to define what a virtual goods game should be in an ideal world, Instead look at what the consumers want them to be. Our consumers told us that our virtual goods game is like a game of golf, a car race or a bicycle race where small purchased advantages are part of the accepted norm, rather than a perfectly balanced game of chess or Poker where no outside influences are allowed.The users accept this, in fact as our survey shows, they demand it.