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PAY FOR PLEASURE… NOT FOR PAIN GREG COSTIKYAN CASUAL CONNECT 2016

Pay for Pleasure, Not Pain | Greg Costikyan

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Page 1: Pay for Pleasure, Not Pain | Greg Costikyan

PAY FOR PLEASURE… NOT FOR PAINGREG COSTIKYANCASUAL CONNECT 2016

Page 2: Pay for Pleasure, Not Pain | Greg Costikyan

WHY DO WE MAKE GAMES?

Page 3: Pay for Pleasure, Not Pain | Greg Costikyan

BECAUSE WE LOVE THEM.

If you got into this industry, for the money, you made a mistake.

Page 4: Pay for Pleasure, Not Pain | Greg Costikyan

WHY DO WE LOVE THEM?

Page 5: Pay for Pleasure, Not Pain | Greg Costikyan

BECAUSE THEY SURPRISE AND DELIGHT US

Page 6: Pay for Pleasure, Not Pain | Greg Costikyan

FREE TO PLAY IS EEVIL?

• You face commercial pressures regardless of your business model.

Page 7: Pay for Pleasure, Not Pain | Greg Costikyan

I ♥ FREE TO PLAY BECAUSE….

Page 8: Pay for Pleasure, Not Pain | Greg Costikyan

WE’RE LIKE ROBIN HOOD!

Page 9: Pay for Pleasure, Not Pain | Greg Costikyan

PAYING FOR PAIN

• Timers• Roadblocks• Pinches

Page 10: Pay for Pleasure, Not Pain | Greg Costikyan

THIS WORKS, BUT….

• Negative impact on retention• Where’s the love?

Page 11: Pay for Pleasure, Not Pain | Greg Costikyan

ACCENTUATE THE POSITIVE

• Cultivate the community

Page 12: Pay for Pleasure, Not Pain | Greg Costikyan

PAY FOR PLEASURE

• Reward generously• Offer tempting rewards• Remember to let them into your heart… then you can start..

to make it better.

Page 13: Pay for Pleasure, Not Pain | Greg Costikyan

MONTHLY CARDS

Page 14: Pay for Pleasure, Not Pain | Greg Costikyan

GACHA IS GOOD FOR YOU

Page 15: Pay for Pleasure, Not Pain | Greg Costikyan

ALLOW DIRECTED PURCHASE (SOMETIMES)

Page 16: Pay for Pleasure, Not Pain | Greg Costikyan

VARIED EVENTS THAT FOSTER GRIND

Page 17: Pay for Pleasure, Not Pain | Greg Costikyan

PUT THE CALL TO MONETIZATIONON REWARDS, NOT PENALTIES

Page 18: Pay for Pleasure, Not Pain | Greg Costikyan

SOCIAL FOR THE WIN

Page 19: Pay for Pleasure, Not Pain | Greg Costikyan

DON’T SLAP USERS IN THE FACE

Page 20: Pay for Pleasure, Not Pain | Greg Costikyan

BE CAREFUL TO THINK YOUR ECONOMY THROUGH

Page 21: Pay for Pleasure, Not Pain | Greg Costikyan

WHEN DEVELOPING NEW CONTENT, DON’T IGNORE YOUR FREE PLAYERS

Page 22: Pay for Pleasure, Not Pain | Greg Costikyan

ALWAYS HAVE ONE VECTOR OF PROGRESS THAT YOU CAN’T BUY• Reassures non-payers, but also…• POSITIVE impact on monetization.• Getting $500 over 6 months is better than getting $500 on D1

Page 23: Pay for Pleasure, Not Pain | Greg Costikyan

HARD CURRENCY-ONLY CONTENT IS OKAY

• As long as non-payers get a trickle of gems

Page 24: Pay for Pleasure, Not Pain | Greg Costikyan

PAY TO WIN IS OKAY TOO – IF IT IS PERIPHERAL

• Trophies in Clash of Clans

• PvP in Dungeon Boss

Page 25: Pay for Pleasure, Not Pain | Greg Costikyan

YES WE CAN!

• Monetize effectively.• Make payers feel like they got value for money.• Keep non-payers happy and active.• As players, feel love for the developers.• As developers, feel great instead of cynical.

Page 26: Pay for Pleasure, Not Pain | Greg Costikyan

YOU JUST NEED TO:

• Design with conscience and care.• Feel empathy for your players – payers and non-payers alike.• Think things through.