Applying Retail Strategies to Item Merchandising

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My talk from this years GDC (the VCON event). Focusing on ways to improve item sales within mmos and games without necesssarily changing game play.

There's a lot we can learn from traditional retailers!

Published in: Business, Economy & Finance
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Applying Retail Strategies to Item Merchandising

  1. 1. Applying Retail Strategies to Item Merchandising William Grosso
  2. 2. AGENDA • The Merchandising Problem • Simple Things that Make A Difference • Recap
  3. 3. What is Merchandising Anyway?
  4. 4. Monetization is not Glamorous
  5. 5. Yo u ’ v e G o t O t h e r T h i n g s t o D o
  6. 6. T h e S h o r t Ve r s i o n • You can make a lot of money in the free-to-play mode. • It requires work, and thought. But it ain’t rocket surgery. • You will need to have people on it, full-time. • You will need to pay attention to the data. • Most of what you need to know, you can learn by looking around.
  7. 7. AGENDA • The Merchandising Problem • Simple Things that Make A Difference • Recap
  8. 8. The Importance of Gifts
  9. 9. Home Depot versus Ragnarok
  10. 10. This is How We Celebrate the Holidays
  11. 11. Bundling
  12. 12. Discounts and Supplements
  13. 13. A n d Ti e I t I n t o L o y a l t y C u r r e n c y
  14. 14. Why Not?
  15. 15. Pe rs o n a l i ze T h e D i s co u n t
  16. 16. U s e D i ff e r e n t Ty p e s o f C o u p o n s
  17. 17. Segment the Market
  18. 18. Price Experimentation
  19. 19. AGENDA • The Merchandising Problem • Simple Things that Make A Difference • Recap
  20. 20. Copy the Real World and Keep What Works
  21. 21. Basic Strategies are Obvious • Make it easy for non-players to give gifts. • Bundle items (and recommend the bundles). • Adopt discounting and supplementing. • Give away loyalty currency to reward commercial actions as well. • Offer personalized discounts. • Use coupons. • Segment the market. • Experiment with prices.
  22. 22. Measure Everything • The basic strategies are obvious. • Applying them to your world requires optimization. • Make sure you have enough data. • Make sure that you experiment. • Make sure that you listen to the data.

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