Let’s go whaling: Tricks for monetising mobile game players with free-to-play

Summary

This script delves into the art of game monetization, highlighting strategies like targeting 'whales' for high spending and fostering in-game economies. It discusses psychological tactics, such as using 'gotchas' for collectibles and the 'hook-habit-hobby' model to retain players. The speaker also emphasizes the importance of immediate gratification, loss aversion, and social proof to drive spending, while cautioning against making games too skill-based, which can deter monetization.

Takeaways

• 💰 The importance of 'whales' in monetization: High-paying players significantly contribute to a game's revenue.
• 🤺 Encouraging competition: Getting competitive players to spend by pitting them against each other can be effective.
• 🏛️ Building an in-game economy: A robust in-game economy with thousands of items can enhance retention and monetization.
• 🎁 Offering discounts strategically: Providing significant discounts on valuable items can incentivize spending.
• 🧩 Understanding player types: Catering to different player types (achievers, socializers, killers, explorers) with tailored offerings.
• 🔑 The 'Hook, Habit, Hobby' model: Transitioning players from trying the game to making it a daily habit and then a significant hobby.
• 🎉 Immediate gratification: Offering deals that provide immediate benefits can increase player spending and commitment.
• 🎰 Utilizing 'Gotchas': Implementing random reward mechanics similar to lottery or collectible card games can boost engagement and spending.
• 📈 Balancing monetization strategies: Avoiding an overemphasis on 'pay-to-win' to maintain game balance and player interest.
• 🔑 Loss aversion: Using techniques that make players feel they are protecting something they already 'own' can drive spending.
• 🛠️ Creating return incentives: Designing game mechanics that require players to frequently return to get value can improve retention and monetization.
• 🔑 Anchoring effects: Setting initial high price expectations can make subsequent lower prices seem more attractive.
• 👥 Social proof: Highlighting the spending behavior of others can encourage players to conform and spend more.
• 📦 Scarcity and availability: Broadcasting rare items or achievements can make them seem more desirable and likely to be purchased.
• 🍯 IKEA effect: Players value items they have put effort into more, so incorporating player effort can increase perceived value.
• 🔄 Looping through the meta game: Ensuring the game loop includes the meta game and store to frequently remind players of purchasing options.
• 🏷️ Labeling techniques: Complimenting players on being generous can influence their behavior to align with that perception.
• 📈 Progression methods: Ensuring a game offers multiple legitimate ways to progress, not just skill-based, to encourage spending.

Q & A

What is the primary focus of the video script?

The video script focuses on strategies for monetizing games, particularly through understanding player behavior and leveraging psychological principles.

Why is it important to have a rich in-game economy for monetization?

A rich in-game economy is crucial for monetization as it provides players with many activities, operations, and progress paths, which can be monetized through discounts or special offers on in-game items or services.

What are 'whales' in the context of gaming monetization?

'Whales' refer to high-paying players who spend significant amounts of money in games. They are important for monetization as they contribute a large portion of the game's revenue.

What is the significance of the 'hook, habit, hobby' model in game monetization?

The 'hook, habit, hobby' model is significant as it outlines the progression of a player's engagement with a game, from initial attraction (hook), to regular play (habit), and finally to deep investment (hobby), where monetization opportunities increase.

How can 'gotchas' be used to enhance both monetization and retention in games?

'Gotchas' can enhance monetization and retention by offering a lottery-like experience where players cannot directly obtain specific items but must repeatedly spend in hopes of acquiring them, thus increasing engagement and spending.

What does the script suggest about the importance of immediate gratification in game design?

The script suggests that immediate gratification is important as it encourages players to spend by providing them with immediate benefits, which can lead to increased retention and willingness to spend more in the future.

How can the concept of 'loss aversion' be applied in game monetization?

Loss aversion can be applied by giving players items or progress that feels like it's in their possession and then threatening to take it away unless they make a purchase, leveraging the psychological discomfort of losing something to prompt spending.

What is the 'IKEA effect' mentioned in the script, and how can it be used in games?

The 'IKEA effect' refers to the phenomenon where people value things they have put effort into more highly. In games, this can be used by requiring players to invest time or effort into obtaining items or achievements, making them more likely to value and spend on them.

Why is it suggested that games should not be too skill-based in terms of monetization?

Games should not be too skill-based because highly skill-based games may not provide enough incentive for players to spend money, as their success is determined more by their abilities rather than in-game purchases.

How can the concept of 'anchoring' be utilized in game monetization strategies?

Anchoring can be utilized by initially presenting players with a high price for an item or service, setting an expectation, and then offering it at a lower price later, making the later offer seem like a better value and prompting spending.

What is the role of 'social proof' in game monetization?

Social proof plays a role in game monetization by influencing players' behavior based on the actions of others. If players see that others are spending money in the game, it becomes a socially acceptable behavior, encouraging them to spend as well.

How does the script relate the 'availability heuristic' to game monetization?

The availability heuristic is related to game monetization by suggesting that players are more likely to spend on items or features that are frequently mentioned or visible. This can be used to promote rare or desirable items to increase the perceived likelihood of obtaining them.

What is the 'labeling technique' mentioned in the script, and how might it influence player behavior?

The 'labeling technique' involves telling players that they are a certain way, such as generous or supportive. This can influence their behavior by making them more likely to act in accordance with the label, such as by spending money to support the game.