http://www.gamasutra.com/blogs/RaminShokrizade/20130626/194933/The_Top_F2P_Monetization_Tricks.php
This article patrick posted in worth reading, is absolutely worth reading.
Research has shown that putting even one intermediate currency between the consumer and real money, such as a “game gem” (premium currency), makes the consumer much less adept at assessing the value of the transaction. Additional intermediary objects, what I call “layering”, makes it even harder for the brain to accurately assess the situation, especially if there is some additional stress applied.
This additional stress is often in the form of what Roger Dickey from Zynga calls “fun pain”. I describe this in my Two Contrasting Views of Monetization paper from 2011. This involves putting the consumer in a very uncomfortable or undesirable position in the game and then offering to remove this “pain” in return for spending money. This money is always layered in coercive monetization models, because if confronted with a “real” purchase the consumer would be less likely to fall for the trick.
I wanted to highlight this article incase people don't see it because it really is a shocking look at how indefensible these types of games are - I often see people on forums defending games like puzzle and dragons and Candy Crush as "not that bad" and saying that you only have to spend money as a shortcut. Well that's clearly not true. The companies behind these games even refer to it as a "trick", a way to design the game to force you to spend money while not realizing that you're buying nothing.
Having the user see their amount of premium currency in the interface is also much less anxiety generating, compared to seeing a real money balance. If real money was used (no successful game developer does this) then the consumer would see their money going down as they play and become apprehensive. This gives the consumer more opportunities to think and will reduce revenues.
More opportunities to think means reduced revenues. Isn't this a dangerous way to build a business? Don't businesses that build upon preventing the consumer's ability to think eventually fall apart?
There's a ton more gross stuff in the article, but maybe one of the worst is in the comments:
Thanks Ramin for the article and insights! As you point out yourself, and as I'm sure we've all experienced, F2P monetization is a rapidly evolving field and I'm very curious to see what the "established norm" will be in a year, two or three. Personally I predict a massive amount of consumer fatigue once "ordinary consumers" figure out what's going on here (as Facebook has experienced...). New models will take the place of what you describe above - and this is why I personally find this business model so fascinating and interesting! There's a giant blue ocean of innovation and creative opportunity out there, and understanding some of the basic mental processes that drive user behavior helps enormously.
So to this person (who i'm sure is very intelligent and reasonable) "innovation and creative opportunity" are additional ways to trick users into paying to progress or succeed in games. Not unique gameplay systems, or responsive controls, or original stories and settings. Innovation is about monetization.
What do you think? Is this strangling the game industry? The move away from true gameplay innovation and craft to the kind of tricks and psychological manipulation usually reserved for the casino ultimately cannot be a GOOD thing for anyone but the people going home with bigger paychecks.
Log in to comment