harry holmwood presentation gamehorizon
DESCRIPTION
Requested by a few attendees - my presentation from GameHorizon 7 May 2014 talking about hobbies and how they relate to free-to-play games.TRANSCRIPT
GAMES FOR THEM AND
GAMES FOR USHarry Holmwood, Marvelous Inc
Marvelous Inc
who care about games
We are the people
Games is our hobby
What about the others?
• 2 billion smartphone users
• But <5% of them spend?
• 5% of 2 billion is 100m
• No bigger than console
audience?
Games is not their hobby
What is a hobby?
• An activity you might define yourself by?
• Social
• Creative
• Performance
• Physical
• Problem Solving
• Mastery
• Collection
• Nurturing
• Chance
Making Hobbies
•People engage in hobbies for months,
years, or lifetimes
• High retention
•The ‘best’ hobbies allow people to pay
as much, or as little, as they want
• Variable Pricing
•We are not all the same
• Appeal to different personalities
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
Japanese F2P Lessons
Japanese F2P - Events
•Events are the biggest
drivers of retention
•Reasons to play NOW
•Weekly appointments
•Real world tie-ins
Japanese F2P - Social
•Players much more
likely to retain and
spend in social
context
•Encourage guilds
•‘Fake’ social play
and helpers
Japanese F2P – Collection
•Desire to collect and complete is
compelling• Stamp collection
• Train spotting
• Football stickers
Japanese F2P – Gacha
•Adding element of
chance is crucial for
enjoyment
•Never a wasted
purchase
Before You Ask…