The toolbox approach to F2P game
designNicholas Lovell
#f2ptoolbox
Early stage
Late stage
Game design
Frameworks and toolboxes
A disclaimer
Nobody knows anything
1. The funnel
A
M
R
Acquire
Retain
Monetise
Keep monetising
ARM yourself
• Hoping for the best is not good enough, you need to ARM yourself– ACQUISITION: How do I get people through the door
cost-effectively?– RETENTION: How do I keep people coming back for
more?– MONETISATION: How do I build money-making
strategies into gameplay• Acquisition and monetisation are important• Retention is the most important, by far.
2. The pyramid
• The Core Loop is the beating heart of your game
• The Retention Game is what keeps players playing
• The Superfan Game is where the Superfans live
3. The Curve
PRICE
Demand
Revenue opportunity
Marketing opportunity
What AAA asks
“How can I get customers who don’t
want to spend $60 to spend $6?”
What F2P asks
“How can I get customers who do want to spend
$60 to love spending $600, or $6,000?”
There are many different toolboxes
• 4. The Hero’s Journey (read The Writer’s Journey by Christopher Vogler)
• 5. The psychology of marketing (read Influence, the Principles of Persuasion, by Robert Cialdini)
• Any number of game design books (e.g. A Theory of Fun, Raph Koster, or A Book of Lenses, Jesse Schell.)
Here are some of my tools
Conclusion
• Use frameworks and tools that you find useful• Have some for design AND some for business• Find them from anywhere:– Psychology– Writing– Marketing– Economics
• Or just borrow mine
Thank you@nicholaslovell@gamesbrief
www.gamesbrief.com
www.f2ptoolbox.com#f2ptoolbox