PAY TO PLAY?
Taken From: Pirate Kings
LEAKY BUCKET
RETENTION MATTERS
BUYING IS RISK Social Issues
Uncertainty of Outcome
Buying Anxiety
External Needs
Opportunity Costs
UNLIMITED CONTENT
*Candy Crush Saga - King
EXPONENTIAL COST
*Clash of Clans - Supercell
TIME LIMITED EVENTS
*Puzzles & Dragons - GungHo
EXPECTATIONS OF VALUE
http://rudyloans.com/wp-content/uploads/2013/03/Pile-Of-Money.jpg
SHORT & LONG TERM RISK Comparative Progress
Escalating Costs
Playing/Paying Fatigue
Substitut e Games
Never Ending Spend
BUYERS REMORSE
CREATE EXPECTATIONS Social Capital
Expectation of Delight
Permission To Buy
Abnegation
Fear of Missing Out
UNFINISHED BUSINESS
*Kim Kardashian Hollywood - Glu
CONTINUED RELEVANCE
VEGA Conflict - KIXEYE
SOCIAL CAPITAL
*Playstation®Home - SCE
REPEAT ENGAGEMENT Authenticity
Continued Relevance
Retention
Inertia
Unfinished Business
TRIGGERS TO CHURN Lack of Engagement
(Play or Pay) Fatigue
Open To Substitution
Real Life
Opportunity Cost
SUSTENANCE GOODS
*Legend of The Cryptids – 株式会社アプリボット (Applibot)
SHORTCUT GOODS
*Sniper Assassin: Shoot To Kill – Addicting Games
SOCIAL GOODS
*Angry Birds Fight – Rovio
STRATEGY GOODS
*Hearthstone – Blizzard Entertainment
CONSUMABLE FORM
*King of Thieves – Zeptolabs
CAPACITY FORM
*SIM City Built It – EA Games
GENERATOR FORM
*Fallout Shelter – Bethesda
PERMANENT FORM
*Tales of Honor – Evergreen Studios
SUSTAINABLE FORMS GOOD / FORM
CONSUMABLE CAPACITY Generators
SUSTINENCE Fuel SHORTCUT
GENERATOR PERMENANT
Strength Potion
Permanent Items
Fuel Tank
Petrol Station
Greater Strength
Alchemist
Better Car
Improved Recipe Consumables
SOCIAL
Heart Gift
Supporter Slots
Wanderer
New Outfit
STRATEGY
Door Key
New Tool
Daily Booster
Red Katana
Capacity
BUNDLED GOODS
Alpha Betty Saga – King
RATCHET MECHANISM
*Blades of Brim - SYBO
SCISSOR-PAPER-STONE
*Earthcore: Shattered Elements – Tequila Games
CUSTOMISING
Spellbound: Backflip Studios
IAP MUST SCALE Custom/ Limited
Scissor-Paper-Stone
Scale
Bundles
Blueprint/Ratchet
ADDED VALUE Rarity
Aspirational
Added Value
Personal
Functional
HELP FROM A FRIEND
*Marvel Future Fight - Netmarble
FREE USE OFFER
Lets Go Rocket – Cobra Mobile
PREDICTABLE UNCERTAINTY
*Crossy Road – Hipster Whale
LIMITED OFFER
*Frontline Commando – Glu
UNBOXING EXPERIENCE
*Compass Point West – Next Games
LANDMARK ITEMS
*Real Racing 3 – EA Games
SHOW ME WHAT I BOUGHT
*OddWings – Small Giant Games
REASON TO COME BACK
*Adventure Capitalist – Kongregate
POST-PURCHASE UTILITY How My Purchase Affect Others
Increase Scope of Play
Why Should I want more?
Reason To Return
Show Me What My Money Bought
Questions? Oscar Clark
[email protected] @Athanateus
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