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Kongregate david p. chiu-如何用免費遊戲留住玩家並從中獲利.(東西方比較) 演講簡報
- 1. Maximizing Player Retention and Monetization in Free‐to‐Play Games: Comparative Stats for Asian & Western Games David P Chiu Director of Business Development & Developer Relations (Kongregate) Principal, Business Development (GameStop Digital Ventures) Emily Greer Co-Founder & COO (Kongregate) $$$$$$$
- 2. What is Kongregate? • Open platform for browser-based games – Flash, Unity, HTML5, Java, etc. • 15M monthly uniques visitors worldwide • Core gamers – 85% male, average age of 21 • MMOs, RPGs, CCGs/TCGs, TD, shooters, etc. • Platform level virtual currency “Kreds” for F2P games • Mobile publisher of F2P games for core gamers • Acquired by GameStop July 2010
- 5. A little background • All stats are lifetime, min 6 weeks on platform • ARPU: average revenue per user • ARPPU: average rev per paying user • Player: a Kongregate registered user who loaded the game page at least once • Plays = Sessions: our preferred method to measure retention
- 10. ARPU and ARPPU
- 11. ARPU & ARPPU • ARPPUs for single-player games cluster around $5-$10 • Multiplayer games range $20-$350 • Average ARPPU for a multiplayer game from Asia: $181 • Average for Western multiplayer game: $51 • Only 9 Western games have an ARPPU above $100 • ARPPU is the main factor in high ARPU for Asian games, important factor for all games
- 15. Asian vs Western Style • Asian games: High ARPPU, tight player funnel – Monetization caters well to big spenders • Western games: Lower ARPPU, wide player funnel – Monetization focuses more on initial retention and broad conversion to paid at lower prices – Pay 2 Win is not as accepted by Western devs • Mixed games: can combine the best of both – High conversion, wide funnel, still create big spenders
- 19. Daily Play Bonuses • Daily play bonuses are good to get users coming back regular • But improve on the typical 5‐7 day daily bonuses • Reward playing game regularly in longer term • Doesn’t reset after 5‐7 days • Doesn’t “punish” players for missing a day
- 20. Daily Play Bonuses • Add an element of chance ‐ make it exciting! • Repeat logins opens up bigger potential rewards
- 21. Don’t punish people for taking a break • Psychologically, punishments or the possibility of punishment deters unwanted behavior • Base/castle raided, loot stolen, crops withered, troops dead, account de‐activated, etc. deter players from being away too long • But it can be a two‐edged sword • Players sometimes need to take a break (exams, vacation, illness) • Punishment may drive re‐activated users away again “I just got back from vacation/work conference/being sick but my base is completely destroyed, my resources are gone, troops are dead. No point in getting back in the game since I lost everything already.”
- 22. Don’t punish people for taking a break • It can sting but it shouldn’t handicap you permanently • Limit amount of resources that can be looted or # times you can be attacked while gone • Enable shield or protection time if you lose a significant amount • Mix positive reinforcement with punishment • Quick one‐button rebuild • Resources still available for harvest • Gain XP or gold while away
- 23. Keep players busy! More things to do = more players staying • Solo and team PvE • Solo and team PvP • Asynch raids • Guild battles • World boss raids • Farming • Town Building • Weapon/Gear Synthesizing & Upgrading • Astral Collecting and Combining • Etc. It is important to pace the introduction of new features/gameplay modes to not overwhelm players with a long and intimidating tutorial.
- 24. Without progress you have nothing • The foundations of a F2P game are a strong RPG elements and a sense of progress over time • Building up account, leveling up, adding/improves skills and stats, etc • Surprisingly it’s more important than multiplayer Type % 50+ Plays % Buyers ARPPU ARPU Multiplayer RPG 2.6% 0.75% $69 $0.51 Multiplayer Non‐RPG 1.0% 0.45% $9 $0.05 Single‐player RPG 1.8% 1.29% $12 $0.10 Single‐Player Non‐RPG 0.2% 0.53% $4 $0.02 Deep RPG mechanics matter: •5x ARPU for single player game! •10x ARPU for multiplayer game!
- 25. Asynchronous > Synchronous Type % 50 Plays % Buyers ARPPU ARPU Synchronous 1.4% 0.54% $43 $0.25 Asynchronous 3.6% 0.80% $88 $0.66 Both 2.9% 1.07% $51 $0.55 Single‐Player 0.8% 0.85% $7 $0.05 Multiplayer is a good way to keep players engaged and busy in the long run but not all types of multiplayer are created equal • Top games have both synchronous and asynchronous multiplayer (more is better) • Asynchronous is better than synchronous because it allows players to play at their own pace and convenience
- 27. Shopping should be easy and frictionless • Location, location, location – make the store easy to find! • Make it easy to find the right item – Meaningful categories and item descriptions – No massive scroll bars • Mix soft currency and hard currency items • BUT – don’t try to sell too hard, too fast. First few sessions should focus on fun & giving players reasons to come back to play and get hooked.
- 28. Buy Screen • Bonuses % or/and items provide incentives for buying larger hard currency packages • Clearly call out bonuses of larger packages! • Make all packages visible in one page • Hide $100+ packages until after first purchase
- 29. Making the shopping experience interesting • First time buyer/ Starter packages • Seed players with some paid/hard currency and guide “intro purchase” • Deals/events to get people into the habit of spending regularly • Offer items that enhance the gameplay experience (not just speedups) • Intro the right items at the right time – Lvl 1 players should not be shown the lvl 100+ holy sword that’s on sale for $100) • Keep them coming back – keep store fresh by adding new items, unlocking items as players level up and featuring seasonal and time‐limited items
- 30. Gamification of buying • VIP program – customer loyalty program like airlines and hotels • The more you buy, the more status points you earn which unlock more benefits/bonuses
- 31. Make sure players can spend as much as they want • The longer someone plays your game the more likely they are to buy and the less price sensitive they become • Give committed players the ability to spend at $1,000+ if they want • Have lots of items that are appealing and useful to a committed player and price them higher (if possible) than items meant for early/mid‐game play. [Higher means $30‐100, not $1000] • If you make a fun game, someone may want to spend an infinite amount. • Don’t create a situation where spending is capped by availability or utility. • Again, remember to make it easy for players to buy!
- 34. Guilds are awesome 100% of our top games have them. Some reasons they make a difference •Social incentives to return I want to see my friends •Social pressures to return I don’t want to disappoint them •Improves the psychology of purchases I’m doing it for the team, not me •Upends the dynamics of pay‐to‐win can set up a symbiotic relationship between buyers and non‐buyers where both add value to the same group
- 35. Community Management and Customer Service If a player invests many hours into a game they begin to feel some ownership. It may be YOUR game, but it’s THEIR experience 1. Be visible – forums, chat, email 2. Listen to their concerns and acknowledge their emotions 3. Be transparent, honest, and accurate 4. Give advance notice of changes and downtimes 5. Don’t feed the trolls