Free-2-Play Game Monetization
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Considering the application of a free-2-play (F2P) monetization model to your game? This course will get you up to speed on the dos and don'ts of free-2-play. Tap into the experience of somebody who has worked with free-2-play for over 10 years.
This online Free-2-Play Game Monetization course is an exact copy of the Free-2-Play Game Monetization course that I teach at several universities as part of a broader game business curriculum. It is designed to give a broad and complete understanding of how the F2P can be deployed to monetize your game, regardless of whether you are a seasoned game designer, or a beginner.
The course consists of 11 lectures.
In the first lecture, we will start with defining what free-2-play really means, so that we all have the same understanding of the term before we get in deeper.
A good way to explain free-2-play monetization is by showcasing its role in the user revenue funnel. We will visualize this role in relation to player acquisition and player retention.
In the next 8 lectures, we will spend significant time on the two main business objectives in free-2-play game monetization.
Lectures 2 through 5 will focus on the first objective, which is to get more players to pay.
We will present a pallet of ways in which you can increase the percentage of players that will pay in your game.
Lectures 6 through 9 will focus on the second objective, which is to have the players that pay purchase more.
Similar as with the first objective, we will provide a variety of methods to increase the so-called ARPPU, the average revenue per paying user.
In the tenth lecture, we will present several hybrid monetization models, which are a combination of free-2-play and one or more other monetization methods.
And finally, in the last lecture of this course, we will discuss some of the criticism that the free-2-play game monetization model has received and we will present for methods to avoid the negative effects of free-2-play.
I believe in practical education, so all lectures contain real-life examples.
FYI: any and all proceeds of the sales of this course will go directly towards further development of Perfect Earth, so effectively you are helping me 'crowd fund' a game that teaches children about the impact of their actions on the environment.
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|Section 1: Introduction to Free-2-Play Game Monetization|
In this first lecture we will align our understanding of the term free-2-play and we will showcase its role in the user revenue funnel, in contrast to player acquisition and player retention.
|Section 2: How to get more players to pay|
The second section to of this course focuses on how we can improve the conversion of players to paying players. A total of 4 lectures is dedicated to this objective.
In the second lecture on the objective of converting players to paying players, we cover the ins and outs of a dual currency economy model and we deal with customization of the game experience as a benefit to players.
In the third lecture on the objective of converting players to paying players, we will suggest methods for you to control any possible secondary market for virtual game assets and player accounts. We will also cover player progression as a benefit that players are willing to pay for.
In the fourth and last lecture on the objective of converting players to paying players, we zoom in on tactics to stimulate impulse purchase and we will look at ways you can introduce game expansions to stimulate players to pay.
|Section 3: How to get paying players to pay more|
The third section to of this course focuses on how we can stimulate paying players to purchase additional assets or services in your game. A total of 4 lectures is dedicated to this objective. We will get very practical, with the aim to increase the amount your paying players pay in your game.
In the first lecture of this section we suggest ways to apply up-selling in your game and we cover the opportunity of entertainment as a driver of monetization.
In the second lecture of this section of the course we cover in-game catalog management as a way to increase the average revenue per paying player and we discuss how pricing can influence the average revenue per paying player.
In the third lecture of this section of the course we zoom in on improving the net margin of the revenue from free-2-play game monetization and we introduce segmentation of the paying player base as a way to maximize the revenue from paying players.
In the fourth and last lecture of this section of the course we suggest methods for timing of promotional campaigns to improve sales and we discuss the phenomenon and opportunity of whales, the small group of very heavy spenders in free-2-play games.
|Section 4: Additional considerations regarding Free-2-Play|
In the fourth section of this course, we will present 2 lectures on additional considerations regarding free-2-play game monetization.
In this first lecture of this section of the course we will discuss several hybrid monetization models, models that combine free-2-play with other game monetization models. These are alternatives for game designers and producers to consider.
In this lecture we will introduce several points of criticism regarding the free-2-play monetization model. Amongst other things we will discuss the negative aspects of a pay-2-win environment and the possible addictive effect of some free-2-play games.
|Section 5: Conclusions|
This concluding lecture gives a quick overview of all we have gone over in the previous lectures.
I provide online game consultancy, helping brands and companies develop and/or deploy their online game strategies, regardless whether its a virtual world, casual game or social game. I work with some of the most successful game companies in the world, such as Animal Jam, Stardoll, Spil Games, Studio 100, Dutch Game Garden, Youda Games, Mimesis Republic, Weeworld, Foot Locker Europe and Nickelodeon.
I believe in “practice what you preach”, so early 2010 I started working on my own property Perfect Earth, an online game for kids that gradually lets them discover about the impact of their actions on the environment. Players are explorers in a vast virtual Amazon Rainforest, where they discover all types of endangered animals and learn to live responsibly and sustainably in their own tree house. Any and all proceeds of the sales of courses on Udemy will go directly towards further development of Perfect Earth, so effectively you may be helping me 'crowd fund' the game.
Late 2012 I started teaching 3rd year students Multiplayer Game Design at the NHTV University in Breda, Netherlands. Working with students provided a lot of energy and fresh thinking, so when the opportunity knocked, I decided to start teaching ‘advanced games’ at Fontys’ Academy of Creative Industries. I also mentor several online and mobile game start-ups (Flow Studios, Stolen Couch Games, etc) in the area of business development, player acquisition and monetization. All in all lecturing (and preparing for it) and mentoring takes about 2 days out of my week.
Prior to starting my consultancy business, I worked for Habbo Hotel (Sulake Corporation) for 6 years, most recently in the role of Senior Vice President of Marketing and Advertising Sales.