Pricing in f2p and premium games: 100 or 200 coins?

What the talk is about

Kate Nahornaya explains how to approach pricing of virtual goods in free-to-play games. First, pick reference points: competitors on the market, the cost of an hour of play in premium games (not a constant, since it changes from level to level), and the emotional nature of in-game purchases. Then account for constraints: the game's economy, currency balances of different player groups, purchasing power across countries and platforms, and the cost of acquired traffic. She also covers behavioral economics: the "pain of paying", the anchor effect, attractive versus round prices, the rule of one hundred for showing discounts, and offer placement and design. The Q&A touches on segmentation for A/B tests and on the first purchase. Useful for game designers, product managers and analysts.