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gdc next | nov 13
ethan levy | monetization design consultant | @FamousAspect
Designing in-game
purchases
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a practical guide to in-game purchases
• Is my game a good fit for freemium?
• Is my design built for freemium?
• Am I selling the right things?
• What examples should I follow?
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is my game a good fit for the freemium model?
Am I ready for MTX?
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mo’ fun == mo’ money
Turning players into veterans is key to making money
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value lies in vets
86% of revenue comes from Vets
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conversion takes time
23 sessions before spend in multiplayer
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ideal player progression
Newb
Player
Vet
Early Game
Mid Game
Elder Game
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great elder games are
• social
• competitive
• infinitely replayable
• involve social organization
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is my design built for freemium?
My core loop
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what is a core loop?
• Key set of activities a player takes each session
• Path of least resistance
• Actions - main interactive elements
• Gates - elements that block progression
• Sinks - where player spends currency
• Taps - where player gains currency
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purchasing not present
Major Mayhem
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purchasing not present
Major Mayhem
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purchasing not present
Major Mayhem
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purchasing not present
Major Mayhem
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purchasing not present
Major Mayhem
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purchasing not present
Major Mayhem
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purchasing made present
Despicable Me: Minion Rush
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purchasing made present
Despicable Me: Minion Rush
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purchasing made present
Despicable Me: Minion Rush
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purchasing made present
Despicable Me: Minion Rush
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purchasing made present
Despicable Me: Minion Rush
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am I selling the right things?
My offer catalog
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purchase makes a promise
Kingdom Rush
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crossing the penny gap
Card Hunter
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out of context upsell
Call of Mini: Infinity
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danger of linear content
Bloons Tower Defense 4
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danger of linear content
Example data from level based game
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permanent vs consumable goods
Consumables create a path to infinite monetization
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ask for dollars
Kingdom Rush: Frontiers
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ask for dollars
Kingdom Rush: Frontiers
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luxury items
Cater to high value players
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currency package pricing
The Last Stand: Dead Zone
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what examples should I follow?
UI/UX best practices
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teach players to spend
Batman: Arkham Origins
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teach players to spend
Batman: Arkham Origins
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teach players to spend
Batman: Arkham Origins
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teach players to spend
Batman: Arkham Origins
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teach players to spend
Batman: Arkham Origins
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teach players to spend
Batman: Arkham Origins
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first taste is always free
CSR Classics
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first taste is always free
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first taste is always free
CSR Classics
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level the playing field
Clash of Clans
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advertise your goods
Fairway Solitaire
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more fun with friends
Bejeweled Blitz
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more fun with friends
TinyCo report jun ’12
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community based elder game
Life is Crime
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optimize the path to purchase
Tiny Castle
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optimize the path to purchase
Tiny Castle
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optimize the path to purchase
Tiny Castle
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optimize the path to purchase
Tiny Castle
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optimize the path to purchase
Tiny Castle
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optimize the path to purchase
Backyard Monsters: Unleashed
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optimize the path to purchase
Backyard Monsters: Unleashed
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short sessions, long treadmill
Defender II
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mobile = comfort gaming
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mobile = comfort gaming
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mobile = comfort gaming
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continue the conversation
• Email: ethan@FamousAspect.com
• Twitter: @FamousAspect
• Articles, tools and templates: FamousAspect.com
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