free to play, tricky to design
DESCRIPTION
My talk from Northern Game Summit at Kajaani, Finland, focusing on tricks of the trade regarding design games that are free to play but monetize with micro-transactions such as in-app-purchases. The design problem is broken down to two approaches, with emphasis on the more complex model of monetizing with a variety of virtual goods. The presentation ends with 5 tips on how to design for F2P success.TRANSCRIPT
Free to Play, Tricky to Design
1 Aki Järvinen, Crea9ve Director, Ph.D. Northern Game Summit, Kajaani, September 28, 2012
Social games? • Games on mobile or online which leverage social network @es for gameplay – Browser: e.g. Facebook – Mobile: iOS, Android
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5 Things you should know about Social Game Development
• It’s: – Metrics-‐driven – SoQware as Service – Cross-‐plaSorm – Free-‐to-‐play business model – Extremely compe@@ve market
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Agenda • Free to Play – what is it? • Two kinds of F2P • Tips: How to design for F2P success
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Defining Free to Play
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What is it? • ‘Free-‐to-‐play (F2P) refers to any video game or social or mobile applica@on that has the op@on of allowing its players/users to play/download without paying.’ h_p://en.wikipedia.org/wiki/Free_to_play
• The term ‘freemium’ implies a ‘premium’ version • F2P ≠ Freemium
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7 http://blog.sergeydgr8.com/2011/08/19/need-for-speed-world-sucks-other-free-to-play-games-suck-too/
“F2P sucks” – well, not.
F2P games and game design • Two kinds, in terms of game design:
– ‘Core’ F2P model – ‘Surface’ F2P model
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Surface
Core
’Surface' F2P game design model • Selling more content, such as levels or addi@onal tries • And/or selling specific func@onality: par@cular game mechanic
for e.g. convenience • Design is embedded into the content structure, or single /
simple core mechanic
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Surface model – Tricky? • Pre_y straighSorward • Surface model is simple • It’s value proposi@on is immediately clear to even the most casual of players
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Pay to play more!
Surface model: Quali@es • Lives and dies with the simple/single mechanic • Tied to content produc@on • No need to include a virtual currency in the design • No free way to play for the player aQer the ini@al wall hit, in terms of content or difficulty
• Yet, if you reach significant download numbers, can be very profitable
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Two F2P game design models
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Surface
Core
’Core' F2P game design model • Selling variety of virtual goods rather than gameplay content: – Game resources – Func@onal items – Early Access – Time – You name it!
• Sinks & sources virtual economy model
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Core model – Tricky? • Definitely! • Core brings with it complex systems; mul@ple con@ngencies across sinks and sources
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Core model: Quali@es • Free play needs to be accommodated as well • Thus, conversion a lot tougher • Yet built for repeat purchases • Flexibility: More items means more price points
• Result: Supports higher customer life9me value (LTV)goals
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The Latest Hotness in Core Model
16 http://deconstructoroffun.blogspot.fi/2012/09/clash-of-clans-winning-formula.html
Tradi@onal VS F2P Game Design
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http://apps.facebook.com/armyattack http://en.wikipedia.org/wiki/Advance_Wars
Core: Tricky to Design • Bo_om line:
– Core F2P mechanics are a breed of their own
– Core F2P is a ‘design lens’ of its own
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5 Tips for F2P game design
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1. Design for Reten@on
• retention |riˈten ch ən| • noun • the continued possession, use, or control of
something 20
Moving the Needle
DnRU
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Profitable Game Design
Reten@on is everything
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The short and long term ‘winters’ need to be crystal clear in your players’ minds
Content-‐driven reten@on, or Skill-‐driven reten@on, or both
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2. Design for Virtual Goods and how to surface them via merchandizing
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Case: Profitable Game Design
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FB Credits Revenue Distribution
3. Design for Rivalries
• = Design for a virtual arms race between individual or alliance rivals
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4. Design Away from Content
• Design gameplay systems • In live produc@on context, aim for profitable game design = feature ROI
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5. Design for Pay to Win…
• …but balance for grind to compete/commit • Furthermore, design for
– Pay to progress – Pay for convenience
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6. Design away from audience fa@gue
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• Design for conven@ons yet 12 months into the future
Execute all this…
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… and you are designing for high LTV!
= Your players Stay and Pay within the Core F2P Model
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Fun mone9zes well, and F2P takes nothing away from the fun!
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h_ps://www.facebook.com/CrazyPenguinWars
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