design driven iap

PAY TO PLAY?

Taken From: Pirate Kings

LEAKY BUCKET

RETENTION MATTERS

Uncertainty of Outcome

Opportunity Costs

Buying Anxiety

Social

Issues

External

Needs

BUYING IS RISK

UNLIMITED CONTENT

*Candy Crush Saga - King

EXPONENTIAL COST

*Clash of Clans - Supercell

TIME LIMITED EVENTS

*Puzzles & Dragons - GungHo

EXPECTATIONS OF VALUE

http://rudyloans.com/wp-content/uploads/2013/03/Pile-Of-Money.jpg

Escalating Costs Never Ending Spend

Playing/Paying Fatigue

Comparative Progress

Substitute

Games

SHORT & LONG TERM RISK

BUYERS REMORSE

Expectation of Delight

Fear of Missing Out

Permission To Buy

SocialCapital

Abnegation

CREATE EXPECTATIONS

UNFINISHED BUSINESS

*Kim Kardashian Hollywood - Glu

CONTINUED RELEVANCE

VEGA Conflict - KIXEYE

SOCIAL CAPITAL

*Playstation®Home - SCE

Continued Relevance

Unfinished BusinessRetention

Authenticity

Inertia

REPEAT ENGAGEMENT

(Play or Pay) Fatigue Opportunity Cost

Open To Substitutio

n

Lack of Engagemen

t

RealLife

TRIGGERS TO CHURN

SUSTENANCE GOODS

*Legend of The Cryptids – 株式会社アプリボット (Applibot)

SHORTCUT GOODS

*Sniper Assassin: Shoot To Kill – Addicting Games

SOCIAL GOODS

*Angry Birds Fight – Rovio

STRATEGY GOODS

*Hearthstone – Blizzard Entertainment

CONSUMABLE FORM

*King of Thieves – Zeptolabs

CAPACITY FORM

*SIM City Built It – EA Games

GENERATOR FORM

*Fallout Shelter – Bethesda

PERMANENT FORM

*Tales of Honor – Evergreen Studios

Permanent Items Consumables

Generators

Capacity

SUSTAINABLE FORMS

GOOD / FORM

CONSUMABLE

CAPACITY GENERATOR

PERMENANT

SUSTINENCE

Fuel Fuel Tank Petrol Station

Better Car

SHORTCUT Strength Potion

Greater Strength

Alchemist Improved Recipe

SOCIAL Heart Gift Supporter Slots

Wanderer New Outfit

STRATEGY Door Key New Tool Daily Booster

Red Katana

BUNDLED GOODS

Alpha Betty Saga – King

RATCHET MECHANISM

*Blades of Brim - SYBO

SCISSOR-PAPER-STONE

*Earthcore: Shattered Elements – Tequila Games

CUSTOMISING

Spellbound: Backflip Studios

Scissor-Paper-Stone Blueprint/RatchetScale

Custom/ Limited

Bundles

IAP MUST SCALE

Aspirational FunctionalAdded Value

Rarity

Personal

ADDED VALUE

HELP FROM A FRIEND

*Marvel Future Fight - Netmarble

FREE USE OFFER

Lets Go Rocket – Cobra Mobile

PREDICTABLE UNCERTAINTY

*Crossy Road – Hipster Whale

LIMITED OFFER

*Frontline Commando – Glu

UNBOXING EXPERIENCE

*Compass Point West – Next Games

LANDMARK ITEMS

*Real Racing 3 – EA Games

SHOW ME WHAT I BOUGHT

*OddWings – Small Giant Games

REASON TO COME BACK

*Adventure Capitalist – Kongregate

Increase Scope of Play

Show Me What My Money Bought

Why Should I want more?

How My Purchase

Affect Others

ReasonTo Return

POST-PURCHASE UTILITY

Questions?Oscar Clark

oscarc@unity3d.com@Athanateus

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