[gdc2015] why they buy

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FamousAspect.com Why they buy gamers in the world of the perpetual sale ethan levy | monetization design consultant | @FamousAspect

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Page 1: [GDC2015] Why they buy

FamousAspect.com

Why they buy gamers in the world of the perpetual sale ethan levy | monetization design consultant | @FamousAspect

Page 2: [GDC2015] Why they buy

FamousAspect.com

Page 3: [GDC2015] Why they buy

FamousAspect.com

the studiesmotivation | methodology | data collection

Page 4: [GDC2015] Why they buy

FamousAspect.com

Published the “Pile of Shame” after collecting 1,400 data points

the first study

Page 5: [GDC2015] Why they buy

FamousAspect.com

Responses sourced from the article, Twitter, LinkedIn and Reddit

data collection

Page 6: [GDC2015] Why they buy

FamousAspect.com

the studies•4 surveys run from Dec 13 through Dec 14

•Survey via TypeForm

•Sourced from Kotaku/Twitter/Reddit/Email List ✦Backlogs, bundles and sales

✦Why they buy

✦DLC and MTX

✦Trust and publishers

Page 7: [GDC2015] Why they buy

FamousAspect.com

acknowledged biases•Skew towards PC gamers •Skew adult gamers •Skew US based gamers •Skew towards indie gamers •Skew towards Kotaku readers •Self selection bias •Stated vs actual preferences

Page 8: [GDC2015] Why they buy

FamousAspect.com

Backlogs, bundles and salesthe first study

Page 9: [GDC2015] Why they buy

FamousAspect.com

survey info•N = 1,399

•December ’13

•No demographics data

Page 10: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 11 to 25 games

# games have you purchased in last 12 months?

0%

12.5%

25%

37.5%

50%

1 to 5 6 to 10 11 to 25 26 to 50 51 to 99 100+

6%7%

21%

36%

19%11%

Page 11: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 20% of purchases (2 to 5 games)

% games purchased at full price?

0%

12.5%

25%

37.5%

50%

0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7%4%5%4%4%7%5%9%14%

28%

14%

Page 12: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 60% of purchases (7 to 15 games)

% games purchased on sale?

0%

12.5%

25%

37.5%

50%

0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9%18%

13%8%7%9%7%8%7%5%8%

Page 13: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 10% of purchases (1 to 3 games)

% of games purchased in a bundle?

0%

12.5%

25%

37.5%

50%

0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1%2%3%5%5%8%4%8%12%18%

36%

Page 14: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 18 games

how many unplayed games in your backlog?

0%

12.5%

25%

37.5%

50%

0 1 to 10 11 to 25 26 to 50 51 to 75 76 to 100 101 to 250 251 to 500 501 to 1000 1001 to 2400

1%2%4%8%7%4%15%18%

33%

8%

Page 15: [GDC2015] Why they buy

FamousAspect.com

Median gamer - 18 hours gaming, 10 hours consuming media

how many hours do you spend on your hobby per week?Hours gaming

0%

12.5%

25%

37.5%

50%

0 1 to 10 11 to 20 21 to 30 31 to 40 41 to 80 81 to 100 101 to 120

2%6%13%5%10%17%38%

9%

Hours consuming media

0%

12.5%

25%

37.5%

50%

0 1 to 10 11 to 20 21 to 30 31 to 40 41 to 80 81 to 100 101 to 120

0%0%6%8%20%41%39%

0%

Page 16: [GDC2015] Why they buy

FamousAspect.com

Why they buythe second study

Page 17: [GDC2015] Why they buy

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survey info•n = 1,556

•January ’14

•Average respondent: ✦Played 20 games in the past 12 months

✦Purchased 30 games in the past 12 months

✦Purchased 80% of games on sale or in a bundle

Page 18: [GDC2015] Why they buy

FamousAspect.com

primary platform

0

275

550

825

1100

Console PC Handheld Mobile

2491

1,089

334

Page 19: [GDC2015] Why they buy

FamousAspect.com

primary play mode

0

275

550

825

1100

Single player Multi player

234

1,051

Page 20: [GDC2015] Why they buy

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Most players did not align most strongly with a type of game

primary game type

0

100

200

300

400

AAA Indie

232

356

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FamousAspect.com

I am a...Collector

Completionist

Pop Gamer

Adult

0% 25% 50% 75% 100%

88%

28%

58%

69%

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FamousAspect.com

88% agree (perhaps a poorly worded question)

do you buy games because the look interesting/unique?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

473

899

1272928

Page 23: [GDC2015] Why they buy

FamousAspect.com

62% agree

do you buy games to support the developer?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

257

714

325188

72

Page 24: [GDC2015] Why they buy

FamousAspect.com

61% agree

do you buy games because of friend recommendations?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

166

778

322223

67

Page 25: [GDC2015] Why they buy

FamousAspect.com

45% play demos when available

do you play demos of games before buying?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

214

491298375

178

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44% agree

do you buy games because of high critic review scores?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

117

571388

291189

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FamousAspect.com

36% agree

do you buy games because of recommendations from gaming personalities?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

97

462335335327

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FamousAspect.com

23% agree

do you buy games because of watching Let’s Play videos?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

69287270

364566

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17% agree

do you buy games because you like to own all the biggest games?

0

225

450

675

900

Strongly Disagree Disagree Neither Agree Strongly Agree

45215302

662

332

Page 30: [GDC2015] Why they buy

FamousAspect.com

Sample size - 334

console gamersWhich factors affect a purchase decision for the majority of console gamers?

Interesting/Unique

Friend recommendations

Support the developer

Demo

PR Campaign

Review Scores

0% 25% 50% 75% 100%

46%

50%

54%

55%

56%

88%

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FamousAspect.com

Sample size - 1,089

pc gamersWhich factors affect a purchase decision for the majority of console gamers?

Interesting/Unique

Support Developers

Friend Recommendations

Review Scores

Demo

0% 25% 50% 75% 100%

42%

43%

62%

65%

89%

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FamousAspect.com

Sample size - 234

single player gamersWhich factors affect a purchase decision for the majority of single player gamers?

Interesting/Unique

Support Developers

Friend Recommendations

Review Scores

Demo

0% 25% 50% 75% 100%

44%

46%

57%

64%

89%

Page 33: [GDC2015] Why they buy

FamousAspect.com

Sample size - 234

multi player gamersWhich factors affect a purchase decision for the majority of multi player gamers?

Interesting/Unique

Friend Recommendations

Support Developers

Demo

PR Campaign

Review Scores

Personalities

0% 25% 50% 75% 100%

40%

42%

45%

53%

57%

70%

87%

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FamousAspect.com

Sample size - 356

AAA gamersWhich factors affect a purchase decision for the majority of AAA gamers?

Interesting/Unique

Review Scores

Friend Recommendations

Support Developers

Demo

PR Campaign

Personalities

0% 25% 50% 75% 100%

40%

48%

49%

49%

57%

58%

83%

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FamousAspect.com

Sample size - 232

indie gamersWhich factors affect a purchase decision for the majority of indie gamers?

Interesting/Unique

Support Developers

Friend Recommendations

Demo

Personalities

0% 25% 50% 75% 100%

44%

50%

61%

84%

94%

Page 36: [GDC2015] Why they buy

FamousAspect.com

DLC & MTXthe third study

Page 37: [GDC2015] Why they buy

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survey info•n = 2,727

•Nov ’14

•Average respondent: • 25 to 34

• Male

• Lives in the US

• Employed full time

• Plays an average of 15 hours a week

Page 38: [GDC2015] Why they buy

FamousAspect.com

have you purchased a pre-order in the past 3 months?

0%

25%

50%

75%

100%

Yes No

45%55%

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FamousAspect.com

have you purchased DLC (content) in the past 3 months?

0%

25%

50%

75%

100%

Yes No

49%51%

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FamousAspect.com

have you purchased a season pass in the past 3 months?

0%

25%

50%

75%

100%

Yes No

75%

25%

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FamousAspect.com

have you purchased MTX in a AAA premium game in the past 3 months?

0%

25%

50%

75%

100%

Yes No

89%

11%

Page 42: [GDC2015] Why they buy

FamousAspect.com

have you played a F2P mobile game in the past 3 months?

0%

25%

50%

75%

100%

Yes No

39%61%

Page 43: [GDC2015] Why they buy

FamousAspect.com

have you purchased an MTX in a mobile F2P game in the past 3 months?

0%

25%

50%

75%

100%

Yes No

86%

14%

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Trust & Publishersthe fourth study

Page 45: [GDC2015] Why they buy

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survey info•n = 1,364

•Dec/Feb ’14

•Average respondent: ✦25 to 34

✦Male

✦Lives in the US

✦Plays an average of 18 hours a week

✦Purchased 5 games in the past 3 months

Page 46: [GDC2015] Why they buy

FamousAspect.com

Who do gamers trust?Nintendo

Valve

Bethesda

Take Two

Sony

Konami

Bandai Namco

Square Enix

Warner Bros.

Activision

Microsoft

Capcom

Sega

EA

Ubisoft

Neutral Strongly AgreeStrongly disagree

Page 47: [GDC2015] Why they buy

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Paradox

Riot

Stardock

Bohemia

Deep Silver

NCSoft

Hi-Rez

Wargaming.net

Trion Worlds

Nexon

Neutral Strongly Agree

Who do gamers trust? (minor publishers)

Strongly disagree

Page 48: [GDC2015] Why they buy

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Hi-Rez

Wargaming.net

Trion Worlds

Nexon

Bohemia

Stardock

NCSoft

Paradox

Deep Silver

Riot

0% 33.333% 66.667% 100%

I am unfamiliar with this publisher:

Page 49: [GDC2015] Why they buy

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Top 5 causes for loss of trust• included microtransactions in a game

•released a bad game in a series I enjoyed

•mislead by the game’s marketing

•bought a game that was broken

•botched game launch

Page 50: [GDC2015] Why they buy

FamousAspect.com

I have promised to stop buying the games of a publisher after they lost my trust

0%

25%

50%

75%

100%

Yes No

42%58%

Page 51: [GDC2015] Why they buy

FamousAspect.com

the data•Full slides available soon

•Download the data: famousaspect.com/gdc15-data

Page 52: [GDC2015] Why they buy

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continue the conversation•Email: [email protected]

•Twitter: @FamousAspect

•Articles, tools and templates: FamousAspect.com