TC6 : Gamification and free to play

Transcription

TC6 : Gamification and free to play
Mickaël Martin Nevot
V1.1.0
26/12/2014 11:53
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Presentation > Mkg > Concept > Gameplay > L&F/LD > Doc./proto. > Ludi.
V1.1.0
I. Presentation
II. Mkg
III. Concept
IV. Gameplay
V. L&F/LD
VI. Doc./proto.
VII. Ludi.
VIII.Annex
Game design and free to play
1/17
V1.1.0
Gamification
 Game mechanisms transfer to other domains, in
particular Web sites or social networks
 Purpose: increase applications acceptability thanks to human
game predisposition
 Characterization:
 Plot
 Collect
 Challenge
 Win points
or
 Feedback
 Reward
 Status
 Players interations
 Community
 Customization
Amy Jo Kim
2/17
V1.1.0
Casual game
 Low difficulty balance
 Simples game rules
 Often short games (but not always)
 Often user-friendly games
 Subtleties for hardcore gamer
 Often free
 More and more players
3/17
V1.1.0
Playful communication
 Make a (boring) information playful:
 http://youtu.be/DtyfiPIHsIg
4/17
V1.1.0
Advertising on playful model
 It’s not a game:
 http://licencetoheal.com/
5/17
V1.1.0
Widest broadcasting
 Captive Media Product:
 http://youtu.be/WdGRHmxz7PA
6/17
V1.1.0
Social Game
 Online game between friends
 Characteristics:
 Multiplayers
 Community
 Competitive/cooperative
 Economic models:
 Advertising/sponsoring
 Microtransactions
 Premium offers/subscriptions
Social networks + casual games = social games
7/17
V1.1.0
Free to play models (F2P)
 Free access to whole game (often)
 Remuneration by virtual objects sales (microtransactions)
 90 % – 95 % of gamers play without paying
 Players x 10 compared to a classic video game




(blockbuster: 50 millions players)
Very important lifetime
Virality mechanisms (about 85 %!)
New market
Essentially on personal computer
8/17
V1.1.0
F2P assets
 Low initial investment
 Facilitated innovation
 Evolutionary games (self-adaptive to demand)
 Designed for direct distribution
 (Completely) free for players
 Several income levers:
 Number of players
 Microtransactions' percentage of players
 Microtransactions' monthly amount
9/17
V1.1.0
Target / key factors of success
 F2P players' profile:
 Casual gamers
 MMO players
 Key factors of success:
 Immediate accessibility
 Good technical realization
 Encourage customization (individualization)
 Encourage virality
10/17
V1.1.0
F2P design
 Tutorial mode (FTUE: first-time user experience)
 Mechanism to play slightly but often:
 Limitation of game credit
 Rewards for regular connections
 Daily tasks
 Frequent new features
 Sponsoring
 Gameplay depth
 Integrated into / linked with social networks (Facebook, etc.)
 Propose community tools
11/17
V1.1.0
F2P: economic model
 Main income sources:
It is crazy to see that people are
ready to pay only because it is free!
 Advertising
— Dorian Chandelier
 Microtransactions
 VIP subscription (freemium)
 Restricted accesses
Restricted accesses must be
as must as possible avoided
 Partnerships
 Marketing:
 “Don't charge players to have fun, entertain them for
make them pay!"
 Closely linked to game design
 Main part is assured by players (virality)
12/17
V1.1.0
Microtransactions motivations
 Facilitate (game) experience
 Speed up progression
 Stuff customisation
 Capability to send (virtual) gifts
 Unlock advanced possibilities
Often, microtransactions’ reasons are not the will to win!
13/17
V1.1.0
F2P type of game
 MMOSG (massively multiplayer online social game):
Farmville, etc.
 Theme games: Mobster, Poney Valley, etc.
 MMO (massively multiplayer online): Runescape, etc.
 Action game: Battlefield Heroes, etc.
14/17
V1.1.0
Go farther
 Buzz marketing
 Subscribers' file exploitation
 Membership modes
 Brand(ed) content
 E-learning and promotional games
 Hosting constraints
 Maintenance constraints
15/17
V1.1.0
link
 Electronic documents:
 http://www.journaldunet.com/ebusiness/publicite/consei
l/070927-conseils-advergame/1.shtml
 http://www.afjv.com/press1103/110310_jeux_video_public
ite_marketing.php
 Classic documents:
 Julien Parrou, Agnès le Gonidec. Organiser un jeu concours
dans les règles.
 Yohan Stern. Comment réussir un jeu concours.
 Fabrice Wolf. Les jeux concours sur Internet.
 Gabriel Mamou-Mani. Comprendre et savoir utiliser
l’advergaming.
 Pascal Luban. Le modèle Free-to-Play.
16/17
V1.1.0
Credits
Author
[email protected]
[email protected]
Carte
Electronic
de visite
Business
électronique
Card
Translators/reviewers
 Vincent Artaud
 Sébastien Anguille
Cours en ligne sur : www.mickael-martin-nevot.com
17/17

TC6 : Gamification and free to play

Transcription

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