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At Interactive Scotland's Digital 2011 conference in Glasgow, Nicholas Lovell from Games Brief presented a workshop about self-publishing computer games, which has relevance for all digital media content creators. This is part one of three.
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Masterclass in self-Masterclass in self-publishingpublishing
Nicholas Lovell, GAMESbrief
Session 1:Session 1:Acquisition, Retention, Acquisition, Retention,
MonetisationMonetisation
ARM yourself:funnelling users into profits
The funnelUsers
Profits
ARM yourself Hoping for the best is not good enough, you
need to ARM yourselfACQUISITION: How do I get people through the
door cost-effectively?RETENTION: How do I keep people coming back
for more?MONETISATION: How do I build money-making
strategies into gameplayMost developers focus on one of these All three are really important
Acquisition: feeding the funnel
Unique users
Harness users to create virality:•Referrals•Facebook Connect•Importing contacts•Twitter
MarketingPRSEOSEM/PPC
Cross-promote from other titles
How to chase retentionRetention is in your control: it is all about
gameplayAsk yourself:
How can I make it fun and rewarding to come back every day
Remember that different gamer-types find different things rewarding
Daily reward
Three days in a row
Daily spin
Spin/reward combo
Maintenance
Commitment I
Commitment II
Come back tomorrowRewards:
SpinsAccumulatorsCombos
CommitmentsInstructions from the gamePromises from you
Group workWe’re going to turn a traditional game into a
Facebook game:Tomb Raider / FIFA / Civilisation / Doom
How will you make people come back tomorrow?What retention mechanics you will build in?
Gameplay Rewards Commitments
End of session 1End of session 1
