ux for gamer acquisition, retention and conversion
DESCRIPTION
A presentation focused on the impact game design can have on the game acquisition, retention and conversion. Subjects covered include freemium design, barriers to acquisition, retention strategies, conversion/monetization tactics, and ethics of freemium design. Presented at UX Scotland 2014 by Claudio Franco (Senior Research Manager at Dubit) and Esther Stringer (CEO of Border Crossing Media).TRANSCRIPT
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UX for Gamer Acquisition, Retention and Conversion
UX Scotland 2014 Tutorial
Claudio Franco@dubit @clauzdifranco
Esther Stringer@BCM_Tweets@EstherBCM
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Introduction
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Introduction: Dubit & Border Crossing Media
Senior Research Manager - Games and MediaDubit, digital entertainment studio based in LeedsOngoing Professional Doctorate (PhD)Digital books, storytelling and audience involvement
Managing Director – Border Crossing Media, User Specialists MMRS User research, analytics, facilitator and trainer
UX Scotland 2014
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Agenda
UX Scotland 2014
● The freemium Empire: o What is freemium?o Some exampleso Our focus
● Acquisition: lowering barrierso Home and landing pageso Starting a game
● Retention: strategieso Overviewo Examples
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Agenda
UX Scotland 2014
● Conversion: monetisation tacticso Overviewo Exampleso Reflection
● Key take aways
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The Freemium Empire
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Freemium
UX Scotland 2014
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FREE + PREMIUM = FREEMIUM
Freemium games are games that are free to install and play, but that also contain virtual goods and currencies acquired through in-app purchases yielding functional advantage and status to the player [...] paying players possess an advantage that can only be met by free players if they choose to grind.
[T]he freemium business model for games has become the go-to games business model [...] since the 2007 introduction of the iOS App Store.
Charles Kriel, game designer and author of the "Concise Dictionary of Freemium and Free-to-Play Game Design.
Freemium: What is Freemium?
UX Scotland 2014
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200M+ / $77M+ 200M+ / $50M+
70M+ / $30M+ 2-M+ / $80M+
UX Scotland 2014
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UX Scotland 2014
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UX Scotland 2014
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Freemium: Other Media / Products
UX Scotland 2014
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“CHEAPMIUM”cheap + premium
UX Scotland 2014
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● Distinct UX needs for different kinds of games● Children MMOs / virtual worlds and apps● Player acquisition and initial moments
UX Scotland 2014
Freemium: Our Main Focus
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Acquisition: Attracting players and lowering barriers
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UX Scotland 2014
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UX Scotland 2014
Acquisition: Targeted approaches
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UX Scotland 2014
Acquisition: Targeted approaches
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Source: http://fantasy-faction.com Source: http://corpserun.wordpress.com
UX Scotland 2014
Acquisition: Meeting expectations
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Source: Gamasutra: Mark Robinson's Blog - Why do players leave your game? Top 5 reasons revealed
60-80% of players leave a game for good after a disappointing first session.
UX Scotland 2014
Acquisition: The importance of first use
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Source: News: Mobile game survey finds players leave fast - CVG UK
Speed Dating?"It's a bit like a first date. If it's going to be effective, it needs to be effective quick."
UX Scotland 2014
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Acquisition: Homepages
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Acquisition: Homepages
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UX Scotland 2014
Acquisition: Registration
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Acquisition: Registration
UX Scotland 2014
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Acquisition: Starting a game - Tutorials
UX Scotland 2014
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UX Scotland 2014
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UX Scotland 2014
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UX Scotland 2014
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UX Scotland 2014
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Retention: Strategies
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● Balance of difficulty● Help for not-so-good players● Social features● Communication● Competition, leaderboards● Collaborative play● Collectible items● Achievements● Leveling-up
UX Scotland 2014
Retention: Keeping players coming back
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● The Eternal BETA● Fine-tune● Game metrics● Player research● Large worlds● Range of playing styles● Audience involvement● Tapping into player creativity
UX Scotland 2014
Retention: Keeping players coming back
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Conversion: monetisation tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
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● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
Source: Glu Mobile
UX Scotland 2014
Conversion: Overview of tactics
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UX Scotland 2014
Conversion: Ethics - money or fun experience?
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The OFT’s Principles for online and app-based games and Annexe
UX Scotland 2014
Conversion: Ethics - money or fun experience?
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Source: PocketGamer.biz
UX Scotland 2014
Conversion: Ethics - money or fun experience?
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● Freemium rules
● Lowering barriers to Acquisition is essential (targeting, registration, tutorials)
● Games lose players - retention and ongoing work is essential (eternal beta)
● Current conversion tactics are efficient but have to be used with care
● Player research, prototyping and testing should inform and refine assumptions
● There’s room in the market for more beautiful, creative games!
UX Scotland 2014
Key Take Aways
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For more information contact:
Claudio Franco@dubit @clauzdifranco
Esther Stringer@BCM_Tweets@EstherBCM
Thank You