Monetization As Part Of Game Design
Transcript
- 1. MONETIZATION An integral part of game design Tanvi Kapoor Game Lover (& Hobby Developer)
- 2. Local Presence, Global Operations 6 Billion Daily Ad Requests 140 Billion Monthly Ad Impressions Mobile First Advertising Platform 17 Offices and 900 Employees
- 3. A BRIEF HISTORY Designing Games = Creating Fun!
- 4. Focus on MECHANICS, DYNAMICS & AESTHETICS Aim to create fun, immersive & entertaining experiences
- 5. The only money exchange was at the point of sale. Traditionally, monetization was not part of game design
- 6. But ‘free to play’ games changed everything Monetization must be at the core of game design Facilitated by the rise and ubiquity of smartphones Making games accessible to a wider audience
- 7. MONETIZATION STRATEGIES What is the most suitable business model?
- 8. Monetization choices Traditional model of ‘pay before you play’ which can still work well for big franchises and other niche titles Free download of the game with monetisation coming later through sale of virtual currency or consumable items Monetise your traffic through advertising revenue by showing banners, interstitial and video ads Although a viable business model on PC / MMO games, Apple has forbidden this for games (iOS Guidelines 11.15)SUBSCRIPTION ADVERTISING IN APP PURCHASES PAID
- 9. Global IAP & Ad revenue in billion USD 2012 2013 2014 2.1 4.6 7.7 9.7 11.4 13.5 IAP vs. Ads Revenue Ad monetization can represent up to 50% of a game’s revenue
- 10. Killers Competitive gamers who like to beat the game and other players while mastering new tools of the trade. Perfect target for limited edition sales and early adopters of new virtual goods. Socialites Competitive or casual gamers who are more concerned about sharing their achievements with their social network be it good or bad. Perfect target for creating a viral effect for your game. Achiever Generally casual gamers who are interested in collecting badges, coins, etc as a matter of prestige. They generally pay for level ups and have the potential to be big spenders. Scrooges Casual gamers who are loathe to spending any money on the game. Hacks and social incentives are the most common tricks of their trade to get ahead in the game play. Types of Gamers…
- 11. IN APP PURCHASES Monetizing ‘emotional’ states
- 12. CURIOSITY IAPs can be centered around FOUR player emotions COMFORT AMBITION IMPATIENCE
- 13. 1. If your game has new levels/content, announce them ahead of time. 2. Log all stats of your player’s games. You can offer statistics on how your users stack up, as an IAP 3. Provide samples of IAP-based content. Eg: a special gun that can be used twice for free before you can buy it. CURIOSITY Monument Valley Ruzzle Fruit Ninja
- 14. 1. IAPs that help users overtake friends (which would imply a social angle to the game) 2. Own awesome things/collectibles 3. Cater to different demographics and tastes Draw SomethingAgent DashTemple Run 2 AMBITION