Ramin Shokrizade's "Top F2P Monetization Tricks" shows how the free-to-play world deploys practical behavioral economics to convince players to spend more than they intend to, adapting to players to hook them and then pry open their wallets wider and wider. I was very interested to learn that some games look for behaviors that mark out "spenders" and convert themselves from "skill games" (win by being good at them) to "money games" (win only by spending):
A game of skill is one where your ability to make sound decisions primarily determines your success. A money game is one where your ability to spend money is the primary determinant of your success. Consumers far prefer skill games to money games, for obvious reasons. A key skill in deploying a coercive monetization model is to disguise your money game as a skill game.
King.com's Candy Crush Saga is designed masterfully in this regard. Early game play maps can be completed by almost anyone without spending money, and they slowly increase in difficulty. This presents a challenge to the skills of the player, making them feel good when they advance due to their abilities. Once the consumer has been marked as a spender (more on this later) the game difficulty ramps up massively, shifting the game from a skill game to a money game as progression becomes more dependent on the use of premium boosts than on player skills.
If the shift from skill game to money game is done in a subtle enough manner, the brain of the consumer has a hard time realizing that the rules of the game have changed. If done artfully, the consumer will increasingly spend under the assumption that they are still playing a skill game and “just need a bit of help”. This ends up also being a form of discriminatory pricing as the costs just keep going up until the consumer realizes they are playing a money game.
The Top F2P Monetization Tricks
(via O'Reilly Radar)
(Image: image, a Creative Commons Attribution (2.0) image from 76969036@N02's photostream)
Unilever founder John Wanamaker famously said, "I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half." It's an odd testament to the power of advertising, an industry whose executives are incredibly effective at selling their services to other executives, even if they can't […]
The Dodd-Frank act mandated that publicly listed companies would have to publish an annual figure listing the ratio between their CEO's pay and their median worker's pay: now, after nearly a decade of stalling tactics from corporate lobbyists, those figures are emerging, and they're equipping cities with the tools they need to crack down on […]
Sara Elizabeth Williams' long, beautifully written profile of the merchants who established illegal storefronts on the Champs-Élysées, a stretch of road in Jordan's Za’atari refugee camp -- home to 93,000 Syrian refugees -- is a lens on the crisis created by decades of western complicity in the brutal Assad regime, followed by a global proxy […]
Contrary to what you might think, you don’t need to be a scientist or programming prodigy to create robots and DIY electronics. Thanks to the Arduino platform, anyone can get their feet wet building wearables, R/C robots, and the like, provided they have some basic training. The Pay What You Want: 2018 Arduino Enthusiast E-Book Bundle nets […]
Companies are always looking for creative ways to reach their audiences, and oftentimes, this involves designers whipping up stunning images and photos to make the connection happen. As such, having an understanding of the industry’s leading design tools can take you far if you’re on the job hunt. The Graphic Design Certification School will familiarize you with […]
The Nintendo Switch is king when it comes to gaming on the go, but it’s tough to lose yourself in Zelda: Breath of the Wild or Skyrim if your battery dies out. That’s where this Nintendo Switch Battery Charger Case comes into play. Built exclusively for Nintendo Switch, this pack allows for uninterrupted charging while you play, […]