how to make addictive mobile games
DESCRIPTION
Why is a player willing to spend 30 minutes collecting virtual coins with no real value in the real world? Because they see genuine, tangible value the virtual goods and benefits in your game! Creating demand for your virtual goods, and engaging players with your virtual money translates to retention, conversion, and…yes…monetization.TRANSCRIPT
ADDICTIVE GAMES
GETTING USERS TO DREAM ABOUT VIRTUAL GOODS
• Open source company
• Community of 10,000 Devs
• Free to Play Framework
DO MORE TOGETHER
ABOUT ME - YANIV NIZAN ENGAGEMENT, RETENTION, MONETIZATION
eyeview - Monetize videos
INTENTclick - Blog Monetization
SOOMLA - Game Monetization
WHY GAMES SUCCEED
Low High
Addictive
Not Addictive
X Factor?
TIME
One Thing in common
ADDICTIVE GAMES
• Spend too much TIME
• Lose track of TIME
•WAITING for items to ship
• Practice to improve TIME
• Wish you had more TIME
• Can't find TIME for real stuff
TIME $$$=
BARRY M. STAW
• Berkeley University
• Escalation of Commitments
• Post Decision Dissonance
ESCALATION OF COMMITMENTS
More Time Spent
Post Decision
Justification
Users justify the decision to wait, spend time, ...
ADDICTIVE GAMES
TIME COMMITMENTS
SHORT WAIT
HABITS FOR WAITING
• We are used to waiting
• Subconsciously apply habits
• Later on justify our decisions
APPOINTMENT
• We have tools
• Don't notice we apply them
• Commitments increase
HABITS FOR APPOINTMENT
TIME PRESSURE
• Improve by repetition
• Commit time for practice
• Success increases commitment
HABITS FOR PRESSURE
Focus on escalating time commitments
Get your users addicted
GOODS WITH TIME DIMENSION
PRACTICAL ADVICE
FUEL / ENERGY / LIFE
• Limited inventory
• Drains as user plays
• Replenish with time
BUILDINGS / PETS
• Natural process
• Takes time
• Increase time with levels
VEHICLES / WEAPONS
• Upgrades
• Have to be shipped / made
TRAINING
• Goods have new controls
• Requires user to train
• Endless practice
A
S D, ,
WHAT'S NEXT
• Add virtual goods with time dimension
• Create escalating time commitment
• Get your users seriously engaged
THANK YOU
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