Interactive Multimedia Games Development

COM631

Effective Marketing of the Freemium Model Across

Platforms

Overview

Growth of freemium market Hardware evolution Paradigm changes Ecosystem Focus on quality Related issues

Growth/evolution of market

Growth/evolution of market

Growth/evolution of market

Growth/evolution of market

Platform evolution

App market

Freemium model

Freemium components

Freemium ecosystem

Market shift

Freemium growth

Revenue streams

Ecosystem

Cross market/promote Maintain app store ranking DAU/MAU, more that play the more that pay Community Analytics Incentives Funnels/social media

Games as services

Games as services

Freemium case studies

The Playforge, Zombie Life And The Launch Of Freemium On iOS

http://www.gamasutra.com/view/news/38025/The_Playforge_Zombie_Life_And_The_Launch_Of_Freemium_On_iOS.php

Freemium case studies

Social Killer: How DeNA Leads Japan's Market

http://www.gamasutra.com/view/feature/6526/social_killer_how_dena_leads_.php

Freemium case studies

Opinion: Evil Or Not Evil - That's Not The Question For Free-To-Play

http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

Freemium case studies

“My company has been doing this for 14 years. All of our players can play for free forever. All players can get anything in the game that someone who is willing to spend money can get.

The system is simple.

1. Players with money buy 'credits' to buy items in the game.

2. Players with time, earn 'gold' from killing monsters, questing, etc.

3. Players can trade 'gold' for 'credits' with other players.”

http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

Freemium case studies

“In order for this to work you have to design your game so that people with credits want gold, and people with gold want credits.

1. Items/unlocks/whatever that players can only get with credits

2. Items/unlocks/whatever that players can only get with gold (so players will want gold)

Our games are MMOs, so the player interaction, trading, credit markets are easy to build in. In single player games this would be an impossible system. However, I think nearly any single player game can have some form of multi-player interaction built into it.”

http://www.gamasutra.com/view/news/37691/Opinion_Evil_Or_Not_Evil__Thats_Not_The_Question_For_FreeToPlay.php

Freemium case studies

“Together, a Maelstrom of Suck”

That's when they step in, like a mafia godfather, and offer you a deal you can't refuse: you're a busy guy, you have kids, you have a job; if you slip me a little cash under the table, I'll help you level up a little faster, maybe get through that next part of the checklist by tomorrow. This is extortion in the worst way; this is extortion of the time we have left until we die, the sole resource of consequence for human life. Developers who deliberately engage in this kind of design should be ashamed of their creations.”

http://www.gamasutra.com/blogs/AdamSaltsman/20111018/8685/Contrivance_and_Extortion_InApp_Purchases__Microtransactions.php

Summary

Robust ecosystem Nurture community Maintain ranking Eliminate barriers Focus on quality Balance carefully.. don’t exploit

Interactive Multimedia Games Development

COM631

Effective Marketing of the Freemium Model Across

Platforms