GAMES FOR THEM AND GAMES FOR US Harry Holmwood, Marvelous Inc
Jul 08, 2015
GAMES FOR THEM AND
GAMES FOR USHarry Holmwood, Marvelous Inc
Marvelous Inc
who care about games
We are the people
Games is our hobby
What about the others?
• 2 billion smartphone users
• But <5% of them spend?
• 5% of 2 billion is 100m
• No bigger than console
audience?
Games is not their hobby
What is a hobby?
• An activity you might define yourself by?
• Social
• Creative
• Performance
• Physical
• Problem Solving
• Mastery
• Collection
• Nurturing
• Chance
Making Hobbies
•People engage in hobbies for months,
years, or lifetimes
• High retention
•The ‘best’ hobbies allow people to pay
as much, or as little, as they want
• Variable Pricing
•We are not all the same
• Appeal to different personalities
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
D&D Attributes
• Social
• Free to Play
• Creative
• Pretending / Performance
• Information
• Collection
• Problem Solving
• Mastery / Progression
• Background Study
• Game of Chance
Japanese F2P Lessons
Japanese F2P - Events
•Events are the biggest
drivers of retention
•Reasons to play NOW
•Weekly appointments
•Real world tie-ins
Japanese F2P - Social
•Players much more
likely to retain and
spend in social
context
•Encourage guilds
•‘Fake’ social play
and helpers
Japanese F2P – Collection
•Desire to collect and complete is
compelling• Stamp collection
• Train spotting
• Football stickers
Japanese F2P – Gacha
•Adding element of
chance is crucial for
enjoyment
•Never a wasted
purchase
Before You Ask…