Pay for Pleasure, Not Pain | Greg Costikyan

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Delivered Casual Connect USA 2016. As our audience becomes more sophisticated about free-to-play gaming, the crude monetization techniques of the past – hard gates, painful pinches and spammy calls to monetization – become less tolerable, and negatively impact retention. We need to get more sophisticated about how we approach monetization. Games have always been about delighting players; can we make the call to monetization delightful as well, and leave our payers feeling that their money is well spent?

Technologie

PAY FOR PLEASURE…
NOT FOR PAIN
GREG COSTIKYAN
CASUAL CONNECT 2016

BECAUSE WE LOVE THEM.
If you got into this industry, for the money, you
made a mistake.

FREE TO PLAY IS EEVIL?
• You face commercial pressures regardless of your business
model.

PAYING FOR PAIN
• Timers
• Roadblocks
• Pinches

THIS WORKS, BUT….
• Negative impact on retention
• Where’s the love?

ACCENTUATE THE POSITIVE
• Cultivate the community

PAY FOR PLEASURE
• Reward generously
• Offer tempting rewards
• Remember to let them into your heart… then you can start.. to
make it better.

PUT THE CALL TO MONETIZATION
ON REWARDS, NOT PENALTIES

BE CAREFUL TO THINK YOUR ECONOMY
THROUGH

WHEN DEVELOPING NEW CONTENT, DON’T
IGNORE YOUR FREE PLAYERS

ALWAYS HAVE ONE VECTOR OF PROGRESS
THAT YOU CAN’T BUY
• Reassures non-payers, but also…
• POSITIVE impact on monetization.
• Getting $500 over 6 months is better than getting $500 on D1

HARD CURRENCY-ONLY CONTENT IS OKAY
• As long as non-payers get a trickle of gems

PAY TO WIN IS OKAY TOO – IF IT IS
PERIPHERAL
• Trophies in
Clash of
Clans
• PvP in
Dungeon
Boss

YES WE CAN!
• Monetize effectively.
• Make payers feel like they got value for money.
• Keep non-payers happy and active.
• As players, feel love for the developers.
• As developers, feel great instead of cynical.

YOU JUST NEED TO:
• Design with conscience and care.
• Feel empathy for your players – payers and non-payers alike.
• Think things through.

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Pay for Pleasure, Not Pain | Greg Costikyan

1. PAY FOR PLEASURE… NOT FOR PAIN GREG COSTIKYAN CASUAL CONNECT 2016

2. WHY DO WE MAKE GAMES?

3. BECAUSE WE LOVE THEM. If you got into this industry, for the money, you made a mistake.

4. WHY DO WE LOVE THEM?

5. BECAUSE THEY SURPRISE AND DELIGHT US

6. FREE TO PLAY IS EEVIL? • You face commercial pressures regardless of your business model.

7. I ♥ FREE TO PLAY BECAUSE….

8. WE’RE LIKE ROBIN HOOD!

9. PAYING FOR PAIN • Timers • Roadblocks • Pinches

10. THIS WORKS, BUT…. • Negative impact on retention • Where’s the love?

11. ACCENTUATE THE POSITIVE • Cultivate the community

12. PAY FOR PLEASURE • Reward generously • Offer tempting rewards • Remember to let them into your heart… then you can start.. to make it better.

13. MONTHLY CARDS

14. GACHA IS GOOD FOR YOU

15. ALLOW DIRECTED PURCHASE (SOMETIMES)

16. VARIED EVENTS THAT FOSTER GRIND

17. PUT THE CALL TO MONETIZATION ON REWARDS, NOT PENALTIES

18. SOCIAL FOR THE WIN

19. DON’T SLAP USERS IN THE FACE

20. BE CAREFUL TO THINK YOUR ECONOMY THROUGH

21. WHEN DEVELOPING NEW CONTENT, DON’T IGNORE YOUR FREE PLAYERS

22. ALWAYS HAVE ONE VECTOR OF PROGRESS THAT YOU CAN’T BUY • Reassures non-payers, but also… • POSITIVE impact on monetization. • Getting $500 over 6 months is better than getting $500 on D1

23. HARD CURRENCY-ONLY CONTENT IS OKAY • As long as non-payers get a trickle of gems

24. PAY TO WIN IS OKAY TOO – IF IT IS PERIPHERAL • Trophies in Clash of Clans • PvP in Dungeon Boss

25. YES WE CAN! • Monetize effectively. • Make payers feel like they got value for money. • Keep non-payers happy and active. • As players, feel love for the developers. • As developers, feel great instead of cynical.

26. YOU JUST NEED TO: • Design with conscience and care. • Feel empathy for your players – payers and non-payers alike. • Think things through.

Pay for Pleasure, Not Pain | Greg Costikyan

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