Quarter spiral ethan levy-遊戲設計是商業設計演講簡報

www.QuarterSpiral.com
Game Design is Business Design
digital taipei | sep 13
ethan levy | cofounder @quarter spiral | consultant @famousaspect

about a boy
• 10 years experience as a game developer
• 30+ shipped games, multiple awards and nominations
game design game production
metrics & user testmonetization consultant

desired takeaways
what do you want to get out of this session?

better freemium design
better communication
my motivation for giving this talk

KingsRoad by Rumble Entertainment

emotion is key

“I'm one of those guys who has a
voice constantly jabbering at him
in his head. And it's usually not
very pleasant things that voice is
saying. And the games have that
way short of having any chemical
alterations to quiet that voice. I
find it very relaxing and centering
to play them.”
Ken Levine on the Active Design podcast

Farmville 2 by Zynga
relief

Clash of Clans by SuperCell
relief

Injustice: Gods Among Us by NetherRealm
curiosity

Bubble Witch Saga by King.com
accomplishment

Puzzle & Dragons by GungHo
pride

The Last: Stand Dead Zone by Con Artist Games
exhilaration

Bejeweled Blitz by PopCap
mastery

framework

general monetization framework
• identify the core loop
• identify emotions you wish to monetize
• identify opportunities to monetize the core loop
• make the ability to spend money present

evaluating smb3

super mario bros. 3
World
Choose branching levels,
play mini games
Sink time
Tap items
Platform
Finish the obstacle course
before time runs out
Sink lives, items
Tap lives
Gate
Lives
Gate
Boss castles
PayGate:$5

delight
We can build off of the slightly linear nature of Super Mario Bros. 3 to build
a system dependent upon earning stars instead of pure level completion to
unlock new areas and abilities. Taking queues from games like Candy Crush
Saga and Jetpack Joyride, we will build in systems of achievement that will
motivate players to use a variety of consumable boosts.
Super Mario Bros. 3 is a masterclass in surprise and delight. The player is
introduced to novelties throughout the game that keeps the experience
constantly fresh. In order to monetize emotion, we will introduce elements
like a crafting system that allows the player to unlock new characters for
use with slightly different powers which allow for more novelty.
achievement

metastructure changes
• Each level is a social leaderboard
• Earn 1 to 3 stars per level based on score
• [bonus stars for completing w/other characters]
• Unlock new worlds based on star totals
add achievement focus and social competition to game to allow for monetization

time based elements
• Lives regen at 1 per 30 minutes
• Mini games are playable 1 per 24 hours
• EOL reward pays out once 1 per 24 hours
• Add new daily scratcher return mechanic
add time based gating to encourage daily returns

coins as currency
• Coins no longer grant free life at 100
• Spend coins on entrance to mini games
• Spend coins to buy consumables pre level
• Spend coins to buy mystery box of craft components
• Spend coins to complete crafting tasks
players can grind for coins, but can purchase them in packages for $$$

toad the craftsman
• EOL reward and Toad mini games grant craftables
✦ Scripted, public facing payout for each
• Craftables + gold turned in for consumables
• Rare craftables + gold to unlock new characters
✦ Princess Peach, Luigi, Donkey Kong, Samus, Link, Wario...
crafting will be the major coin sink

standard requirements
• Starter pack for straight cash ($20 of value for $5)
• Boost upsell dialog before entering each level
• Contextual upsell on not enough coins, out of lives
• Notifications
standard elements to make purchasing and returns present

new feature - survival mode
• A weekly high score challenge
• Randomly generated level
• Receive rewards based on making certain distances
• Costs coins to enter
• New level/refreshed leaderboard each week
coin sink + a piece of inﬁnitely replayable content to keep players engaged

super mario bros. 3
World
Choose branching levels,
play mini games, craft
Sink time, coins, craftables
Tap boosts, craftables
Platform
Finish the obstacle course
before time runs out
Sink lives, consumables
Tap coins, craftables
Gate
Lives
Gate
Stars earned
crafting
lives
consumablesmini games
characters

on accessibility

Dragon Age Legends by BioWare
ease of access

War Commander by KixEye
be present

Zuma Blitz by PopCap
teach spending

unleash your power

Temple Run by Imangi Studios
possibility of infinite monetization

social elder game
Life is Crime by Red Robot Labs

luxury goods

currency package pricing
The Last Stand: Dead Zone by Con Artist Games

Fifa Ultimate Team by EA
weekly events

theory into practice

• Classic score based arena shooter re-imagined for Mobile
• Bite sized levels played for high score
• Compete against friends’ scores, earn achievements and medals
smash tv saga

x statement
• Single sentence that describes the essence of the
game
• “Razor” used to make decisions
• Punchy & memorable
Meaningless X statement
Return of the arcade classic
Meaningful X statement
Compete and cooperate in an over the top, reality TV shooter.

analogs, antilogs and leaps of faith
• Idea taken from Getting to Plan B
• Analogs: successful games you want to be like
• Antilogs: similar games you want to avoid
• Leaps of faith: elements unproven in the
marketplace

smash tv analogs
• Ratchet and Clank
✦ Leveling weapons
✦ Fast and furious gunplay
• Bubble Witch Saga
✦ Short, rewarding levels
✦ Leader board competition
✦ Earned currency and boosts

smash tv antilogs
✦ Smash TV Arcade
✦ Don’t be a quarter
monster
✦ Engagement not
frustration
✦ Simcity Social
✦ Social network integrity
✦ Multiplayer not friend
gating

leap of faith
mobile/tablet
CRAVE
synchronous multiplayer

monetization philosophy doc
• Identify player types
• Identify a small # of monetization emotions (2-3)
• Don’t try and do everything, make a small number
of distinct choices
• Each emotion should be a razor you use in the
future to evaluate monetization moments
• Razors are used when writing feature briefs
• Define core loop, sinks and taps

Smash TV Saga has multiple achievement systems to entice the player.
Each level, he can earn a number of predetermined levels. In addition,
there is a global achievement system similar to XBLA. Points earned by
completing achievements and earning medals are used to purchase
powerful weapon upgrades.
dominance
Smash TV Saga is a score based game where each level is a unique
leaderboard that the player competes to dominate against his friends.
Leaderboards are heavily emphasized in game: they are shown before and
after levels, in-game notifications show when you’ve passed a friends score
and the game encourages you to brag on your friend’s wall after topping
his score.
achievement

core loop
• Simple diagram that lays out core experience
• What are the sinks (player spends consumable)?
• What are the taps (player earns consumable)?
• What are the gates (what gates progress in each
section of the game)?

smash tv saga
Kill
Kill hordes of enemies
Sink ammo, time
Tap stars, money, xp
Guns
Purchase and upgrade
Sink gold, stars
Tap guns, ammo
Gate
Player level
Gate
Lifetime Stars

feature brief
• High concept
• Success metric
✦ Monetization, engagement, virality, retention, quality
• Single screen mock up
• Sinks and Taps
• Description

proposed feature - smash pad
• During each round the player picks up money and
home goods
• In between levels, the player can visit his SmashPad
to decorate it with items earned
• The player’s friend can visit his SmashPad, choosing
to “Bro Out” or “Blow Out”
• Monetization: The player can buy premium home
goods using the game’s purchased currency.

using our razor
•Feature rejected!
• Proven mechanic – houses in Sims Social
• Based on emotion – Jealousy/Vanity
• Social interaction with “Bro Out” vs “Blow Out”
• Does not map to our key emotions.

proposed feature - phone a friend
• In level, there are buttons to “Phone a Friend”
• Each type is a super ability with a cooldown time
• Example: “Lifeline” fills you to 200% health
• Using “Phone a Friend” costs a Smash Token
• Smash Tokens are earned on level up, but can also
be purchased in large quantities

using our razor
•Feature accepted!
• Super abilities will help the player earn high scores
• Super abilities will help the player earn medals
• Super abilities are consumable based
• Super abilities are available to free and paying
players

forecasting

Gasketball by mikengreg

Punch Quest by Rocket Cat Games

ask yourself
• How many players will I get?
• How many will convert to payers?
• What LTV do I expect from the average player?
• How much will I pay to platform holders?

super simple forecast

http://apps.facebook.com/forecastquest
forecast quest

continue the conversation...
• Tools and templates blog.quarterspiral.com
• Follow @QuarterSpiral
• Contact ethan@quarterspiral.com

Quarter spiral ethan levy-遊戲設計是商業設計演講簡報

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