gdc 2017: evaluating monetization early
TRANSCRIPT
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Prototyping your Monetization:Evaluating Monetization Early
Adam Telfer@adamwtelferGame Lead, Wooga
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“We should have thought of monetization from the start”
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What does great monetizationlook like
early in development?
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Monetization
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None of this matters.
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Icing on the cake
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You have to create a great base first.
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No amount of icing will fix this cake.
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What does a good base look like?
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What does a good base look like?
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STEP 1
STEP 2
STEP 3
STEP 4
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STEP 1: DEFINE
STEP 2
STEP 3
STEP 4
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What are you selling?
STEP 1: DEFINE WHAT YOU’RE SELLING
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It’s not about quantity
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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Core of Monetization = long lasting desire for progress
STEP 1: DEFINE WHAT YOU’RE SELLING
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What is progress in your game?
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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Speeding up Pacing (to Progress)
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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So how do I pace progress?
STEP 1: DEFINE WHAT YOU’RE SELLING
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Action
RewardsProgress
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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4Ways to Pace
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
Time Stats
Currencies Luck
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STEP 1: DEFINE WHAT YOU’RE SELLING
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Time
STEP 1: DEFINE WHAT YOU’RE SELLING
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Stats
STEP 1: DEFINE WHAT YOU’RE SELLING
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Currencies
STEP 1: DEFINE WHAT YOU’RE SELLING
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Luck?
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE WHAT YOU’RE SELLING
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Action
RewardsProgress
STEP 1: DEFINE WHAT YOU’RE SELLING
4Questions
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Action
RewardsProgress
STEP 1: DEFINE WHAT YOU’RE SELLING
What are the major currencies & systems which pace your progress?
Where could new pacing mechanisms make natural sense in your loop?
Are the purchases repeatable?
Should these be purchasable?
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What are you selling?
STEP 1: DEFINE WHAT YOU’RE SELLING
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STEP 1: DEFINE
Define ProgressDefine Pacing
Define what you’re Selling
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STEP 1: DEFINE
STEP 2
STEP 3
STEP 4
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STEP 1: DEFINE
STEP 2: SCALE
STEP 3
STEP 4
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Why do I need a game to scalein order to monetize?
STEP 2: SCALE
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83%
14%3%
68%22%
10%
96%
3%
55%
30%
15%
Bookings
DAU
STEP 2: SCALE
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Rounds / Day
STEP 2: SCALE
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STEP 2: SCALE
Average Days to First Spend
http://www.gameanalytics.com/blog/how-to-identify-whales-in-your-game.html
Low Spender
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Top Spenders dominate revenue
Top Spenders take time to spend
Top Spenders are more engaged
STEP 2: SCALE
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Top Spenders want a game where progression lasts
STEP 2: SCALE
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STEP 2: SCALE
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Their progress lasts
Clash of Clans ~3y 193d*Clash Royale ~2y 168d**
*Not Spending, 1 Builder. http://clashofclans.wikia.com/wiki/Cumulative_Costs** Until Level 12 Progression http://clashroyalearena.com/guides/spend-gems-clash-royale
STEP 2: SCALE
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Even with heavy spending.
Clash of Clans ~$16,650*Game of War ~$120,000*
* Single Player Only http://clashofclans.wikia.com/wiki/Cumulative_Costs*Ignores Social Purchasing http://www.pocketgamer.biz/news/61710/deconstructing-game-of-war/
STEP 2: SCALE
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STEP 2: SCALE
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200 Dwellers, All Rooms BuiltIn ~30 Days
STEP 2: SCALE
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STEP 2: SCALE
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Let’s Scale!Let’s just make the numbers bigger!
STEP 2: SCALE
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Can your game evolve for years?
STEP 2: SCALE
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But I’m just a prototype!
STEP 2: SCALE
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STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
Map out your progress
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Mechanics Sessions
Content Economy
How Games Break Scale:STEP 2: SCALE
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Mechanics
How Games Break Scale:STEP 2: SCALE
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STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
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Do the mechanics scalewith progress?
STEP 2: SCALE
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Does each stat have a counter?
STEP 2: SCALE
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STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
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STEP 2: SCALE
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STEP 2: SCALE
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If you can’t get bigger numbers,Add more numbers to upgrade
STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
Is the scope of possible upgrades large enough?
Does each upgrade feel meaningful?
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Mechanics
How Games Break Scale:STEP 2: SCALE
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Mechanics Sessions
How Games Break Scale:STEP 2: SCALE
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Do the sessions scale?
625 Plots1,254 Clicks / Session
STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
Interactions Required / Session
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Do the sessions scale?
Less & Easier Interactions
STEP 2: SCALE
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# of Raids Required to Progress?
STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
Enough Upgrades for Meaningful Sessions?
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Mechanics Sessions
How Games Break Scale:STEP 2: SCALE
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Mechanics Sessions
Content
How Games Break Scale:STEP 2: SCALE
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Can you Craft 1000+ Levels?
STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
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STEP 2: SCALE
Year 1 Year 2 Year 3
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Cost vs Consumption?
STEP 2: SCALE
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STEP 2: SCALE
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STEP 2: SCALE
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= 5 hours / level
STEP 2: SCALE
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= 8 hours / level
STEP 2: SCALE
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Cost vs Consumption
5h-8h/ level
3-4 levels/ day
STEP 2: SCALE
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5h-8h/ level
15 levels/ day
*Top 10%
Cost vs Consumption
STEP 2: SCALE
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5h-8h/ level
40 levels/ day
*Top 1%
Cost vs Consumption
STEP 2: SCALE
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Top 5% of playersreach level 600 in <60 days
STEP 2: SCALE
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STEP 2: SCALE
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How Costly is your Content?
STEP 2: SCALE
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How Costly is your Content?STEP 2: SCALE
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How Costly is your Content?STEP 2: SCALE
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How Costly is your Content?STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
How much will this cost to produce?
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Mechanics Sessions
Content
How Games Break Scale:STEP 2: SCALE
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Mechanics Sessions
Content Economy
How Games Break Scale:STEP 2: SCALE
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STEP 2: SCALE
Year 1 Year 2 Year 3
Does the economy scale?
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Do currencies remain valuable?
STEP 2: SCALE
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For each currency,What are the sources and sinks?
STEP 2: SCALE
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Are the sources and sinks equally powerful?
STEP 2: SCALE
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Power of a Source or Sink =
QuantityFrequencyProbability
Limitors
STEP 2: SCALE
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How are they limited?How does it grow over time?
STEP 2: SCALE
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How are they limited?How does it grow over time?
STEP 2: SCALE
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Most games still suffer from some inflation
10 Billion Coins
STEP 2: SCALE
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Controlling Inflation:
STEP 2: SCALE
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Mechanics Sessions
Content Economy
Will your game break scale?STEP 2: SCALE
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STEP 2: SCALE
Ensure your Mechanics, Sessions, Content and Economy
can scale for years!
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STEP 1: DEFINE
STEP 2: SCALE
STEP 3
STEP 4
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STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4
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It doesn’t matter if you have a long lasting game,
If nothing is desirable.
STEP 3: TRIGGER
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Desire to PlayVs
Desire to Spend FOCUS
STEP 3: TRIGGER
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Design triggers for spending
STEP 3: TRIGGER
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STEP 3: TRIGGER
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STEP 3: TRIGGER
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STEP 3: TRIGGER
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Find Your TriggersWhy are they spending?
What player type will spend?How often & much will they spend?
What can you do to strengthen the reasons to spend?
STEP 3: TRIGGER
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Why are they spending?
To progress past a difficult level!
STEP 3: TRIGGER
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What player type?
Competitive Persona
STEP 3: TRIGGER
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How do you tighten?Level DifficultySocial PressureTime Pressure
STEP 3: TRIGGER
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STEP 3: TRIGGER
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What triggers spending?
STEP 3: TRIGGER
![Page 130: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/130.jpg)
Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
![Page 131: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/131.jpg)
Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
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Loss Aversion
STEP 3: TRIGGER
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STEP 3: TRIGGER
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STEP 3: TRIGGER
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Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
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STEP 3: TRIGGER
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Connection
STEP 3: TRIGGER
Rarity
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STEP 3: TRIGGER
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Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
![Page 140: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/140.jpg)
STEP 3: TRIGGER
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STEP 3: TRIGGER
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STEP 3: TRIGGER
![Page 143: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/143.jpg)
Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
![Page 144: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/144.jpg)
STEP 3: TRIGGER
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Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
![Page 146: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/146.jpg)
STEP 3: TRIGGER
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STEP 3: TRIGGER
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STEP 3: TRIGGER
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Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
What triggers spending?
STEP 3: TRIGGER
![Page 150: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/150.jpg)
STEP 3: TRIGGER
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STEP 3: TRIGGER
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Loss AversionVanity
CompetitivenessImpatienceInvestment
Social
Which does your game have?
How can you tighten them?
STEP 3: TRIGGER
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STEP 3: TRIGGER
Define & Tighten Triggers in your game!
![Page 154: GDC 2017: Evaluating Monetization Early](https://reader036.vdocument.in/reader036/viewer/2022081414/58cf9fac1a28ab6b088b48c7/html5/thumbnails/154.jpg)
STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4
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STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4: PROTOTYPE
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But I’m just a prototype!STEP 4: PROTOTYPE
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Fast PacingEasy Difficulty
No Tight Currencies
= Misleading Fun
STEP 4: PROTOTYPE
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STEP 4: PROTOTYPE
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Free to Play Success:
Pacing Fun
STEP 4: PROTOTYPE
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Pacing from the StartSTEP 4: PROTOTYPE
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Test Hard DifficultySTEP 4: PROTOTYPE
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Include Tight CurrenciesSTEP 4: PROTOTYPE
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Playtest!
STEP 4: PROTOTYPE
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Playtesting with Pacing:
Real Content Consumption RateWhere & Why HC is spent
Payers vs Non-PayersGet the Pacing right!
STEP 4: PROTOTYPE
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STEP 4: PROTOTYPE
Prototype with Pacing & Monetization Mechanics in!
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STEP 1: DEFINE
STEP 2: SCALE
STEP 3: TRIGGER
STEP 4: PROTOTYPE
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Define the Core Progression & What you can Sell
Ensure your game can scale to years
Define & Tighten Triggers in your game
Prototype with Pacing & Monetization
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Now you have a solid base
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Now you can add the Icing
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Easy when you’ve got a lasting system
Easy when you’ve got a desire to spend
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No amount of icing will fix this cake.
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Questions?
slides: mobilefreetoplay.com@adamwtelfer