Category Archives: Game Industry

Growth Attracts Capital

Here’s another interesting snapshot on why so much attention is moving into mobile (smartphone + tablet): Mobile Is Eating the World (thanks to Paul Stephanouk for the link).  You don’t have to dig through the whole presentation, just page through the graphs that show the growth patterns in the last few years.

Double-digit growth year-over-year creates very profitable marketplaces.  China has seen this level of growth in internet, specifically broadband, penetration over the last ten years, but the curve is starting to slide.  Smart companies in China know that user growth over the next ten years will not sustain the numbers that have been possible over the last ten.  Similarly, worldwide, people are looking at the potential increase in both the smartphone and tablet adoption numbers (and not just potential; other studies have shown that this is an area with “hot” consumer interest levels), and the growth dynamics outpace what you can see in any other entertainment space.  Movies, television, music, no one is seeing double-digit growth in user numbers outside of internet-enabled platforms.  In fact, is there any major consumer product category that is seeing growth at these levels?

From a sheer size of market perspective, digital entertainment still trails a large variety of markets: health-care, agriculture, hell, even porn.  But growth is what draws capital, because stable markets may be profitable, but growth is what makes profits into fortunes.  PC isn’t dead; consoles are not dead; they’re not even dying.  The competition between platform holders in mobile and internet, though, is what’s going to drive the capital markets for the next decade, or at least until new platforms emerge.

Tips on Monetization: Storefronting

Monetization is a tricky and diverse field these days.  With more and more of the industry moving into free-to-play and games-as-a-service, monetization strategy and execution are playing an ever greater role in the business success of products and entire companies.  It’s too complex of a problem to address in a single blog post, so instead of trying to cover everything, here’s one specific dynamic.

As designers and developers, we spend a tremendous amount of time and energy finding the fun, communicating to players how to achieve it, and emphasizing it in the game experience.  Are you putting the same amount of time and energy into making spending money fun in your game?  Shopping is something that most people enjoy, especially shopping for themselves.  When presenting a monetization opportunity to your player, think about how the presentation can make the experience better.

For example, in Robot Rising, we started selling equipment about 6 months after the game had launched.  While we saw a decent uptake on this new feature, it wasn’t measuring up to our expectations.  Our initial implementation of this was (as development often is) fairly bare-bones.  You could see the icon for the equipment and the cost, mouse over the icon for detailed stats, and click to purchase.  Our second pass on this feature moved the icon out of the picture, replacing it with a moving, 3D model of the equipment; you could still mouse over the model for detailed stats, but now, what we presented to players was something more “sexy”, aspirational, and solid-looking.  When players bought something, we had a special sound effect and a visual effect that conveyed that the item had been moved to their inventory.

These simple changes increased player purchases significantly, both among newer and more experienced players. The functionality of the equipment hadn’t changed in any way, but the presentation of the buying opportunity made it much more appealing and rewarding to players.  At this point, we started to look at all of the monetization opportunities in our game as “storefronts”, chances to engage a desire that players had, and while it did take additional development resources, the ROI was definitely worth it.  Every game is different, and your monetization strategy and execution need to match your game and your audience, but it’s worth taking a moment to ask yourself how you could make buying things in your game a more tangible and rewarding experience.