ux for gamer acquisition, retention and conversion
DESCRIPTION
A presentation focused on the impact game design can have on the game acquisition, retention and conversion. Subjects covered include freemium design, barriers to acquisition, retention strategies, conversion/monetization tactics, and ethics of freemium design. Presented at UX Scotland 2014 by Claudio Franco (Senior Research Manager at Dubit) and Esther Stringer (CEO of Border Crossing Media).TRANSCRIPT
UX for Gamer Acquisition, Retention and Conversion
UX Scotland 2014 Tutorial
Claudio Franco@dubit @clauzdifranco
Esther Stringer@BCM_Tweets@EstherBCM
Introduction
Introduction: Dubit & Border Crossing Media
Senior Research Manager - Games and MediaDubit, digital entertainment studio based in LeedsOngoing Professional Doctorate (PhD)Digital books, storytelling and audience involvement
Managing Director – Border Crossing Media, User Specialists MMRS User research, analytics, facilitator and trainer
UX Scotland 2014
Agenda
UX Scotland 2014
● The freemium Empire: o What is freemium?o Some exampleso Our focus
● Acquisition: lowering barrierso Home and landing pageso Starting a game
● Retention: strategieso Overviewo Examples
Agenda
UX Scotland 2014
● Conversion: monetisation tacticso Overviewo Exampleso Reflection
● Key take aways
The Freemium Empire
Freemium
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FREE + PREMIUM = FREEMIUM
Freemium games are games that are free to install and play, but that also contain virtual goods and currencies acquired through in-app purchases yielding functional advantage and status to the player [...] paying players possess an advantage that can only be met by free players if they choose to grind.
[T]he freemium business model for games has become the go-to games business model [...] since the 2007 introduction of the iOS App Store.
Charles Kriel, game designer and author of the "Concise Dictionary of Freemium and Free-to-Play Game Design.
Freemium: What is Freemium?
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200M+ / $77M+ 200M+ / $50M+
70M+ / $30M+ 2-M+ / $80M+
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Freemium: Other Media / Products
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“CHEAPMIUM”cheap + premium
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● Distinct UX needs for different kinds of games● Children MMOs / virtual worlds and apps● Player acquisition and initial moments
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Freemium: Our Main Focus
Acquisition: Attracting players and lowering barriers
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Acquisition: Targeted approaches
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Acquisition: Targeted approaches
Source: http://fantasy-faction.com Source: http://corpserun.wordpress.com
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Acquisition: Meeting expectations
Source: Gamasutra: Mark Robinson's Blog - Why do players leave your game? Top 5 reasons revealed
60-80% of players leave a game for good after a disappointing first session.
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Acquisition: The importance of first use
Source: News: Mobile game survey finds players leave fast - CVG UK
Speed Dating?"It's a bit like a first date. If it's going to be effective, it needs to be effective quick."
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Acquisition: Homepages
Acquisition: Homepages
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Acquisition: Registration
Acquisition: Registration
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Acquisition: Starting a game - Tutorials
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Retention: Strategies
● Balance of difficulty● Help for not-so-good players● Social features● Communication● Competition, leaderboards● Collaborative play● Collectible items● Achievements● Leveling-up
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Retention: Keeping players coming back
● The Eternal BETA● Fine-tune● Game metrics● Player research● Large worlds● Range of playing styles● Audience involvement● Tapping into player creativity
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Retention: Keeping players coming back
Conversion: monetisation tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
UX Scotland 2014
Conversion: Overview of tactics
● Walled areas● Added functionality● Try your luck● Slowing progress● Time gates● Vanity items● Collectibles● Making it social
Source: Glu Mobile
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Conversion: Overview of tactics
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Conversion: Ethics - money or fun experience?
The OFT’s Principles for online and app-based games and Annexe
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Conversion: Ethics - money or fun experience?
Source: PocketGamer.biz
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Conversion: Ethics - money or fun experience?
● Freemium rules
● Lowering barriers to Acquisition is essential (targeting, registration, tutorials)
● Games lose players - retention and ongoing work is essential (eternal beta)
● Current conversion tactics are efficient but have to be used with care
● Player research, prototyping and testing should inform and refine assumptions
● There’s room in the market for more beautiful, creative games!
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Key Take Aways
For more information contact:
Claudio Franco@dubit @clauzdifranco
Esther Stringer@BCM_Tweets@EstherBCM
Thank You