Balancing Your Game Economy
Lessons Learned
Dan Hart, October 10, 2011
Arkadium
October 13, 2011
Agenda
Creating and Balancing a Profitable Social Game Economy:
Case study: Mahjongg Dimensions Blast: Peak: 1.5MM MAU; 260K DAU;
Current 964K MAU; 135K DAU
Creating and balancing a fremium game economy following the basic structure
of top social and emerging mobile games
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What Kind of Game Economies?
Casual Social and Mobile Freemium Games with
Asynchronous play
Dual Currency economies (with another system often thrown in)
Players buying and selling with the game (not between each other)
Open systems players bring cash to the table (as much as they want!)
Player to player gifting and cooperation
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Planning for Monetization
Four Steps of Monetization
Scope and Nature of Design
Mechanics of Monetization and Virality
In Game Communication
Economy Balance
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Key Equation
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Mahjongg Dimensions - Blast
Case Study
The Game
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Boosts
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Player Demographics
Female 35+
From the United States
Speaks English (US, UK, AUS)
Source: FB Insights
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Adjustments Were Needed
Diagnosis
Over-rewarding: Sources > Sinks AND low buy/earn ratio
Sinking boosts was slow
Game was getting dated vs. newer FB arcade games
No long term engagement model except love/addiction
Prescription
Balance by
Constrain sources
Increase usage (sinking) of boosts
Update the game look/feel/features
Ad a leveling system and other engagement features
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Updated the Game
Classic
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Blast
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Constrain Earned Boosts
3X Spinner Boosts for liking us
Unlimited gifting
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Major Changes
Limited Gifting
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3 Boost slots and bonus XP!
Leveling
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Item Strategy
Increase prices
Remove very low priced and low selling items from store
Emphasized marketing seasonal content - added context
Created a bonus for bigger spenders
Still plenty of roadmap to hit (merchandising, virality, item
variation, collections, story)
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Impacts
Daily game plays per user increased by 35.7%
Gifts sent/user. +68.63%
Item sales +52.87%
Boost usage by +31.82%
ARPU for item sales +123.23%.
Transaction value/purchase +195.53%
Boost economy is balanced in fact, there is more daily
sinking than earning
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Economy Real and Virtual
Definition
- System of resources;
- and the manufacturing, trade, distribution and consumption of
goods and services
People
Resources
Currencies
Commerce/markets
Infrastructure
Guiding hand (Thats Us!)
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Bodie, California
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Ordos
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Inside a Social Game
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Framework of a Social Game
Common Characteristics of Top Facebook Games
Dual currency engagement currency and real money currency
Repetitive action (core loop) with a built in engagement currency grind
Game arbitrated by goals/missions/quests Players are heavily guided
Liberal use of pop-ups/overlays to communicate
Everybody wins!
Easy early progression followed by rapid deceleration of the XP curve
Constant earning and sinking of engagement currency
Deliberate grind for non-paying players
Frequent trade-offs between time (waiting) or paying
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Slow Progression, Sell Speed
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Repetitive Loop System with Sources and Sinks
Buy a habitat, dragon,
building, decoration (Sink)
Place and
Hatch your
Dragon (wait
or pay) or
Place and
complete
item (wait or
pay)
Collect cash
and food from
Environment
(Source)
Gems = Real Money
Cash = Engagement
Food = Resource
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Complete Goals,
Groom environment,
Grow dragons by
feeding, Add Items
(Sink and Source)
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Key Equation
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Balance
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Create a Model
Include all sources and sinks
Normalize to one currency
List all items and actions and their source or sink value
Create an activity model that pulls values from these sheets
Model for several player types by time or level
Make your best guesses
Launch
Analytics: Monitor Adjust Monitor Adjust
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Dos and Donts
Over-Reward
Integrate the economy deeply into the game and
thoughtfully decide what is for hard currency only the game
is the economy; the economy is the game
Tailor items to a variety of player motivations
(advancement, fun, addiction)
Create items for different user segments; Sell a variety of
item types (Functional, Decorative, Access)
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Some Dos and Donts
Sell items that are consumable/destructible
Sell items with Attributes (stat or ability boost)
Merchandise well (sales, limited time or quantity
goods, level locks/exclusivity)
Forget your Top Spenders
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Thank You!
Questions?
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