Why games fail: F2P game design & monetization learnings
Michal Minarik
- Hall:
- Business Track
The talk explains what are the most important aspects of Game and Monetization design in relation to overall game success. The findings are based on deconstruction and performance data of dozens of successful as well as not so successful F2P mobile titles. The talk will answer The following questions: Why is it hard to succeed in the mobile F2P market? Why is D1 retention and even D30 retention not enough? What does a good monetization design look like? What is the impact of the content and its pacing? What is spending depth and why should you design around it? How do economies and mechanics break?
What the talk is about
Michal Minarik explains why most F2P games never become profitable, drawing on the analysis of many successful and failed mobile titles. The market is extremely top-heavy: in the iOS puzzle category a small share of top games takes most of the revenue, so every extra cent of ARPDAU multiplies into income. He names five causes of failure: lack of innovation, weak long-term retention (what matters is not D1 but how many players stay for the long run), flawed monetization design (progress is what gets monetized), too little content and poor pacing, and shallow spending depth. Content should last for years, and deep spending depth leaves room for both generosity and top spenders. Useful for game designers, producers and F2P project leads. The Q&A covers offer personalization, content for small teams and monetization ethics.