[gdc2015] why they buy

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1. FamousAspect.com Why they buy gamers in the world of the perpetual sale ethan levy | monetization design consultant | @FamousAspect 2. FamousAspect.com 3. FamousAspect.com the studies motivation | methodology | data collection 4. FamousAspect.com Published the Pile of Shame after collecting 1,400 data points the first study 5. FamousAspect.com Responses sourced from the article, Twitter, LinkedIn and Reddit data collection 6. FamousAspect.com the studies 4 surveys run from Dec 13 through Dec 14 Survey via TypeForm Sourced from Kotaku/Twitter/Reddit/Email List Backlogs, bundles and sales Why they buy DLC and MTX Trust and publishers 7. FamousAspect.com acknowledged biases Skew towards PC gamers Skew adult gamers Skew US based gamers Skew towards indie gamers Skew towards Kotaku readers Self selection bias Stated vs actual preferences 8. FamousAspect.com Backlogs, bundles and sales the first study 9. FamousAspect.com survey info N = 1,399 December 13 No demographics data 10. FamousAspect.com Median gamer - 11 to 25 games # games have you purchased in last 12 months? 0% 12.5% 25% 37.5% 50% 1 to 5 6 to 10 11 to 25 26 to 50 51 to 99 100+ 6%7% 21% 36% 19% 11% 11. FamousAspect.com Median gamer - 20% of purchases (2 to 5 games) % games purchased at full price? 0% 12.5% 25% 37.5% 50% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 7%4%5%4%4%7%5%9% 14% 28% 14% 12. FamousAspect.com Median gamer - 60% of purchases (7 to 15 games) % games purchased on sale? 0% 12.5% 25% 37.5% 50% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 9% 18% 13% 8%7%9%7%8%7%5%8% 13. FamousAspect.com Median gamer - 10% of purchases (1 to 3 games) % of games purchased in a bundle? 0% 12.5% 25% 37.5% 50% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1%2%3%5%5%8%4%8%12% 18% 36% 14. FamousAspect.com Median gamer - 18 games how many unplayed games in your backlog? 0% 12.5% 25% 37.5% 50% 0 1 to 10 11 to 25 26 to 50 51 to 75 76 to 100 101 to 250 251 to 500 501 to 1000 1001 to 2400 1%2%4%8%7%4% 15%18% 33% 8% 15. FamousAspect.com Median gamer - 18 hours gaming, 10 hours consuming media how many hours do you spend on your hobby per week? Hours gaming 0% 12.5% 25% 37.5% 50% 0 1 to 10 11 to 20 21 to 30 31 to 40 41 to 80 81 to 100 101 to 120 2%6%13%5%10%17% 38% 9% Hours consuming media 0% 12.5% 25% 37.5% 50% 0 1 to 10 11 to 20 21 to 30 31 to 40 41 to 80 81 to 100 101 to 120 0%0%6%8%20% 41%39% 0% 16. FamousAspect.com Why they buy the second study 17. FamousAspect.com survey info n = 1,556 January 14 Average respondent: Played 20 games in the past 12 months Purchased 30 games in the past 12 months Purchased 80% of games on sale or in a bundle 18. FamousAspect.com primary platform 0 275 550 825 1100 Console PC Handheld Mobile 2491 1,089 334 19. FamousAspect.com primary play mode 0 275 550 825 1100 Single player Multi player 234 1,051 20. FamousAspect.com Most players did not align most strongly with a type of game primary game type 0 100 200 300 400 AAA Indie 232 356 21. FamousAspect.com I am a... Collector Completionist Pop Gamer Adult 0% 25% 50% 75% 100% 88% 28% 58% 69% 22. FamousAspect.com 88% agree (perhaps a poorly worded question) do you buy games because the look interesting/unique? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 473 899 1272928 23. FamousAspect.com 62% agree do you buy games to support the developer? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 257 714 325 188 72 24. FamousAspect.com 61% agree do you buy games because of friend recommendations? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 166 778 322 223 67 25. FamousAspect.com 45% play demos when available do you play demos of games before buying? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 214 491 298 375 178 26. FamousAspect.com 44% agree do you buy games because of high critic review scores? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 117 571 388 291 189 27. FamousAspect.com 36% agree do you buy games because of recommendations from gaming personalities? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 97 462 335335327 28. FamousAspect.com 23% agree do you buy games because of watching Lets Play videos? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 69 287270 364 566 29. FamousAspect.com 17% agree do you buy games because you like to own all the biggest games? 0 225 450 675 900 Strongly Disagree Disagree Neither Agree Strongly Agree 45 215 302 662 332 30. FamousAspect.com Sample size - 334 console gamers Which factors affect a purchase decision for the majority of console gamers? Interesting/Unique Friend recommendations Support the developer Demo PR Campaign Review Scores 0% 25% 50% 75% 100% 46% 50% 54% 55% 56% 88% 31. FamousAspect.com Sample size - 1,089 pc gamers Which factors affect a purchase decision for the majority of console gamers? Interesting/Unique Support Developers Friend Recommendations Review Scores Demo 0% 25% 50% 75% 100% 42% 43% 62% 65% 89% 32. FamousAspect.com Sample size - 234 single player gamers Which factors affect a purchase decision for the majority of single player gamers? Interesting/Unique Support Developers Friend Recommendations Review Scores Demo 0% 25% 50% 75% 100% 44% 46% 57% 64% 89% 33. FamousAspect.com Sample size - 234 multi player gamers Which factors affect a purchase decision for the majority of multi player gamers? Interesting/Unique Friend Recommendations Support Developers Demo PR Campaign Review Scores Personalities 0% 25% 50% 75% 100% 40% 42% 45% 53% 57% 70% 87% 34. FamousAspect.com Sample size - 356 AAA gamers Which factors affect a purchase decision for the majority of AAA gamers? Interesting/Unique Review Scores Friend Recommendations Support Developers Demo PR Campaign Personalities 0% 25% 50% 75% 100% 40% 48% 49% 49% 57% 58% 83% 35. FamousAspect.com Sample size - 232 indie gamers Which factors affect a purchase decision for the majority of indie gamers? Interesting/Unique Support Developers Friend Recommendations Demo Personalities 0% 25% 50% 75% 100% 44% 50% 61% 84% 94% 36. FamousAspect.com DLC & MTX the third study 37. FamousAspect.com survey info n = 2,727 Nov 14 Average respondent: 25 to 34 Male Lives in the US Employed full time Plays an average of 15 hours a week 38. FamousAspect.com have you purchased a pre-order in the past 3 months? 0% 25% 50% 75% 100% Yes No 45% 55% 39. FamousAspect.com have you purchased DLC (content) in the past 3 months? 0% 25% 50% 75% 100% Yes No 49%51% 40. FamousAspect.com have you purchased a season pass in the past 3 months? 0% 25% 50% 75% 100% Yes No 75% 25% 41. FamousAspect.com have you purchased MTX in a AAA premium game in the past 3 months? 0% 25% 50% 75% 100% Yes No 89% 11% 42. FamousAspect.com have you played a F2P mobile game in the past 3 months? 0% 25% 50% 75% 100% Yes No 39% 61% 43. FamousAspect.com have you purchased an MTX in a mobile F2P game in the past 3 months? 0% 25% 50% 75% 100% Yes No 86% 14% 44. FamousAspect.com Trust & Publishers the fourth study 45. FamousAspect.com survey info n = 1,364 Dec/Feb 14 Average respondent: 25 to 34 Male Lives in the US Plays an average of 18 hours a week Purchased 5 games in the past 3 months 46. FamousAspect.com Who do gamers trust? Nintendo Valve Bethesda Take Two Sony Konami Bandai Namco Square Enix Warner Bros. Activision Microsoft Capcom Sega EA Ubisoft Neutral Strongly AgreeStrongly disagree 47. FamousAspect.com Paradox Riot Stardock Bohemia Deep Silver NCSoft Hi-Rez Wargaming.net Trion Worlds Nexon Neutral Strongly Agree Who do gamers trust? (minor publishers) Strongly disagree 48. FamousAspect.com Hi-Rez Wargaming.net Trion Worlds Nexon Bohemia Stardock NCSoft Paradox Deep Silver Riot 0% 33.333% 66.667% 100% I am unfamiliar with this publisher: 49. FamousAspect.com Top 5 causes for loss of trust included microtransactions in a game released a bad game in a series I enjoyed mislead by the games marketing bought a game that was broken botched game launch 50. FamousAspect.com I have promised to stop buying the games of a publisher after they lost my trust 0% 25% 50% 75% 100% Yes No 42% 58% 51. FamousAspect.com the data Full slides available soon Download the data: famousaspect.com/gdc15-data 52. FamousAspect.com continue the conversation Email: ethan@FamousAspect.com Twitter: @FamousAspect Articles, tools and templates: FamousAspect.com