keynote: how to build games for the core, active gamer that keep them playing and spending...
TRANSCRIPT
COMMUNITYDRIVEN
RETENTIONDESIGN
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GABRIEL LEYDON
CO FOUNDER AND CEO
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JANUARY2009
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2012 TOPGROSSING
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COIN OP BACKGROUND
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F2P IS A DESIGN DRIVENBUSINESS
A F2P GAME DESIGNERS JOB:
FUNRETENTIONMONETIZATIONUSER ACQUISITION NEW USER ON-BOARDINGEXPANDABLE CONTENTEVENT DRIVEN SYSTEMS
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F2P GAME DESIGN ISTHE ART OF PROBLEM
SOLVING
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THE GOLDEN RULE
YOU CANNOT MAKE MONEY IF THEPLAYER IS NOT PLAYING YOUR GAME
COMMON MANIFESTATIONS OFTHE GOLDEN RULE
ENERGY TIMERSCOLLECTION TIMERSAPPOINTMENT TIMERSLIMITED TIME EVENTS AND ITEMSDAILY REWARDSPUSH NOTIFICATIONSASYNCHRONOUS GAME PLAY
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FREQUENCYVARIABLE OUTCOME SENSE OF CONTROL
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MANUFACTURING RETENTION
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CONTENT VS
COMMUNITY
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CONTENT
“UPDATE YOUR APP OFTEN WITH NEW CONTENT TOKEEP YOUR PLAYERS ENGAGED”
NEW LEVELSNEW ITEMSNEW CHARACTERSNEW ARTNEW MUSIC
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NEW CONTENT
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CONTENT“UPDATE YOUR APP OFTEN WITH NEW CONTENT TO
KEEP YOUR PLAYERS ENGAGED”
PROBLEMS!PRODUCTION VALUES ARE RISINGCOST OF PRODUCING CONTENT IS GOING UPTIME TO PRODUCE CONTENT IS TAKING LONGERHIGH DEGREE OF FAILURE
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FREQUENCY IS LOW AND THE PLAYER HAS NO SENSEOF CONTROL
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CONTENT CENTRIC RETENTION DESIGN ISPRIMARILY A PREMIUM GAMES
SOLUTION
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COMMUNITY
PLAYERS ENGAGING WITH EACH OTHERAND IN ESSENCE CREATING “CONTENT”
CHATPVPCOMMENTSCLANSLEADER BOARDSPLAYER PROFILESAVATARSGIFTS
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COMMUNITY
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COMMUNITYPLAYERS ENGAGING WITH EACH OTHER AND IN
ESSENCE CREATING CONTENT
NEAR ZERO COST FOR CREATING “CONTENT”REAL TIME AND SCALABLE “CONTENT” CREATIONEXTREMELY TARGETED “CONTENT”COMMUNITY GENERATED “CONTENT” HAS A LOWER
DEGREE OF FAILURE
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ADVANTAGES!
COMMUNITY CONTENT IS EXTREMELY FREQUENT,VARIABLE, AND HAS A HIGH SENSE OF CONTROL!
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Source: Flurry
PLAYER DRIVEN IN GAMEECONOMIESPERSISTENT REAL TIME WORLDSCROSS PLATFORM REAL TIME
MULTIPLAYER GAMESMODERN AND COMPLETE IN
GAME COMMUNICATION SUITES
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THE FUTURE OF F2P GAME DESIGN
F2P DESIGN IS THE ART OFPROBLEM SOLVINGTHE GOLDEN RULE: YOU CAN
NOT MAKE MONEY IF THE PLAYERIS NOT PLAYING!COMMUNITY FEATURES ARE THE
MOST EFFICIENT TOOLS FORCREATING LONG TERMRETENTION
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KEYTAKEAWAYS
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THANKYOU