This lecture is best enjoyed with audio. Full slide and audio at http://youtu.be/nNlPFcynu8c -------- This talk was originally presented by game monetization consultancy FamousAspect at GDC Next 2014. Find more articles, tools and talks at www.famousaspect.com. -------- Too often, a game team chooses the free-to-play business model without truly considering the design of monetization elements early in the project. Only when it is too late into the development cycle do they learn that there is not a clear or compelling reason for players to spend money within a game. This talk goes in-depth on four concrete tools for designing a game’s monetization from day one. Using the design methods in this talk, a game team can ensure that they are building a F2P game that has both a sound business foundation and proven fun factor. -------- Articles referenced: * Paying to win: http://famousaspect.com/?p=851 * Paying to win - guild vs guild events: http://famousaspect.com/?p=985 * Should I F2P tool (work in progress): http://famousaspect30.github.io/should_i_f2p/

1. FamousAspect.com
New approaches
to F2P design
gdc next | oct 14
ethan levy | monetization design consultant | @FamousAspect

2. FamousAspect.com

3. FamousAspect.com
Slides + Audio available
• This presentation is best conveyed with audio
• Full slides + audio are available on youTube
•http://youtu.be/nNlPFcynu8c

4. FamousAspect.com
My motivation
help devs tackle monetization from day one

5. FamousAspect.com

6. FamousAspect.com

7. FamousAspect.com

8. FamousAspect.com

9. FamousAspect.com

10. FamousAspect.com

11. FamousAspect.com
takeaways
• should i f2p?
• 4 pleasures model for understanding players
• prototype your business model

12. FamousAspect.com
Should I F2P?
not every game is a match for the f2p business model

13. FamousAspect.com
Shattered Planet by Kitfox Games

14. FamousAspect.com
Featured on iOS

15. FamousAspect.com
100,000 downloads in 4 days

16. FamousAspect.com
Featured on Android

17. FamousAspect.com
300,000 downloads in 2 months

18. FamousAspect.com

19. FamousAspect.com
“... the studio made as
much on Steam in one day
as it had on mobile in two
months.”
In its first week, Shattered
Planet sold 2,500 copies
on Steam.Tanya X Short, Creative Director
Kitfox Games

20. FamousAspect.com
a work in progress tool available at FamousAspect.com
the tool

21. FamousAspect.com
next steps for the tool
• Market data
• Tool tips to help inform decisions
• Spotting red flags
• Some form of sanity checking

22. FamousAspect.com
4 pleasures model
a mental framework to understand why players pay

23. FamousAspect.com
the 4 pleasures model

24. FamousAspect.com
a framework for F2P
• Physio-pleasure
• Socio-pleasure
• Psycho-pleasure
• Ideo-pleasure

25. FamousAspect.com
“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure

26. FamousAspect.com
“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure

27. FamousAspect.com
“This has to do with the body and with pleasures derived from the sensory organs”
physio-pleasure

28. FamousAspect.com
“This is the enjoyment derived from relationships with others.”
socio-pleasure

29. FamousAspect.com
“This is the enjoyment derived from relationships with others.”
socio-pleasure

30. FamousAspect.com
“This is the enjoyment derived from relationships with others.”
socio-pleasure

31. FamousAspect.com
“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure

32. FamousAspect.com
“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure

33. FamousAspect.com
“Psycho pleasure pertains to people’s cognitive and emotional reactions.”
psycho-pleasure

34. FamousAspect.com
“Ideo pleasures pertain to people’s values.”
ideo-pleasure

35. FamousAspect.com
“Ideo pleasures pertain to people’s values.”
ideo-pleasure

36. FamousAspect.com
“Ideo pleasures pertain to people’s values.”
ideo-pleasure

37. FamousAspect.com
model uses
• Connect developers to the intended audience
• Who are you building the game for?
• What is the emotional payoff for playing your game?
• How does paying enhance the emotional payoff?

38. FamousAspect.com
prototype your
business model
a tool for designing for F2P early in the dev process

39. FamousAspect.com
massive exit for the OpenFeint team

40. FamousAspect.com
major coverage of the product unveiling

41. FamousAspect.com
huge raise for a focused vision

42. FamousAspect.com
Editor’s Choice on launch

43. FamousAspect.com
And it gets great reviews

44. FamousAspect.com
Peaks at #5 download in the US during launch week

45. FamousAspect.com
Does not break into the top 150 grossing in first month

46. FamousAspect.com
two main mantras
• F2P is a long-term relationship
• Make purchasing present

47. FamousAspect.com
prototype your
business model
a tool for designing for F2P early in the dev process

48. FamousAspect.com
boxed development model

49. FamousAspect.com
boxed development model

50. FamousAspect.com
boxed development model

51. FamousAspect.com
fun = sales
therefore
prove run first

52. FamousAspect.com
f2p development model

53. FamousAspect.com
f2p development model

54. FamousAspect.com
f2p development model

55. FamousAspect.com
f2p development model

56. FamousAspect.com
f2p development model

57. FamousAspect.com
fun + ui = sales
therefore
prove ui first

58. FamousAspect.com
early stage f2p design
• game brief
• monetization strategy
• core loops / engagement
• ui prototype

59. FamousAspect.com
game brief
• name
• vision statement
• statement breakdown
• key features
• target player
• RunnerLands
• Borderlands x Spider
Man Unlimited
• shoot & loot action rpg
+ infinite runner
• shooter, loot engine,
crafting, fusion, squads,
premium chests, pvp
events, gvg events
• 18-34 male, mid-core

60. FamousAspect.com
monetization strategy
• emotions
• product catalog
• player life cycle
• content strategy
• Power & Dominance
• Loot chests, event
energy, coins
- early: basic, dailies
- mid: squad, pvp
- elder: gvg
• New dailies, new pvp/gvg
event art, monthly levels,
bi-monthly features

61. FamousAspect.com
run and gun loop

62. FamousAspect.com
squad run loop

63. FamousAspect.com
PvP weekly tournament loop

64. FamousAspect.com
GvG event loop

65. FamousAspect.com
early gamer - core gameplay engagement

66. FamousAspect.com
early gamer - daily mission

67. FamousAspect.com
mid game - squad runs

68. FamousAspect.com
mid game - pvp events

69. FamousAspect.com
elder game - gvg events

70. FamousAspect.com
core loop - home screen

71. FamousAspect.com
core loop - mission loadout

72. FamousAspect.com
core loop - fun goes here

73. FamousAspect.com
core loop - victory screen

74. FamousAspect.com
core loop - home screen

75. FamousAspect.com
core loop - chests

76. FamousAspect.com
core loop - crafting

77. FamousAspect.com
core loop - fusion

78. FamousAspect.com
next steps
• make it interactive
• add economic inputs and outputs
• add time modeling
• test the business model in motion!

79. FamousAspect.com
continue the conversation
• Email: ethan@FamousAspect.com
• Twitter: @FamousAspect
• Articles, tools and templates: FamousAspect.com