Hearthstone – Heroes of Warcraft monetization analysis

As trumpeted by the recent Activision earnings report, Hearthstone – Heroes of Warcraft is off to an incredible start with 10 million registered users. Alongside a stable of Blizzard titles, Hearthstone’s launch has helped drive record digital revenues within Activision; 34% of all Activision revenue for the recently completed quarter comes from digital sources. As both a childhood Magic: The Gathering enthusiast and a monetization design consultant, Hearthstone’s release on the iPad has been one of my […]

Maturity and immaturity in League of Legends

This article originally appeared on GamesIndustry.biz.  I’m 28 minutes into my 4th ever match of League of Legends when it happens. Another player lets me know that I “is noob” and “suck ballz.” Post game, the player antagonizes the chat room saying we are “so fricken bad” and the “worst team ever”. That’s when TwoBigButts comes to our defense, letting the abusive player know they were not so great either and that they should go […]

The demon driving Dungeon Keeper backlash

EA is in a unique position as games publisher with a deep history. Between internally created games and a long history of acquisitions including Origin, Bullfrog, Maxis, Westwood, DICE, BioWare/Pandemic, Mythic and Criterion (just to name a few), the company holds the reins on any number of classic game brands.  Like few competitors, any time EA wishes to develop a new game for a given genre or platform, there exists at minimum one IP that […]

Understanding F2P with the four pleasures model

This microtalk was originally presented at Unknown Worlds’ monthly Postmortem meetup in San Francisco. In the talk, I explain the 4 pleasures model, a mental framework I use to aid hesitant developers in better understanding F2P players. This model, presented by anthropologist Lionel Tiger in his book The Pursuit of Pleasure, explains 4 different types of pleasure: Physio – pleasures of the body and derived from the sensory organs. Socio – the enjoyment derived from relationships with others. Psycho […]

Designing in-game purchases – GDC Next ’13

Description of my talk from GDC Next ’13 – Designing in-game purchases: In-game purchases are here to stay. Now more than ever it is clear that players are comfortable spending money in browser, mobile, and download games. But just because players are willing to pay does not mean game developers know how to give them something worth buying. This talk gives practical, hands-on guidelines and processes for designing your game’s monetization. Core loops, feature design, […]

Designing for monetization from day one

As more mobile game developers move into the F2P space or integrate IAP into their premium game, a common set of problems occur around process (or lack thereof) when it comes to designing for monetization. Many game teams I talk to or work with in my role as a monetization design consultant are working in F2P begrudgingly. They distrust the business model and this sentiment bleeds through to the game’s implementation, limiting their chance for success. In […]

Bruce Wayne’s millions can’t buy F2P success

This article originally appeared on GamesIndustry.biz When it comes to superheroes and intellectual properties in general, there is no name bigger than Batman. Thanks to Robert Downey Jr’s charisma and Jon Favreau’s directing, Iron Man is having an incredible resurgence over the past few years. But in terms of perennial, world-wide appeal Bruce Wayne is right up there with Michael Jordan and Star Wars in the pantheon of intellectual properties. The fact that NetherRealm’s free-to-play […]

League of Legends and the top of funnel imperative for F2P

When it comes to free-to-play, few games are held up as paragons of virtue as frequently as League of Legends. When writing about my practice as a monetziation design consultant, LoL and TF2 are the two games that come up whenever anonymous internet commenters let me know how much they hate me and all F2P games with these two exceptions. LoL, and by extension Riot, is a smash success on every conceivable metric: from daily user […]

Making purchases present

Over the past year and a half as a monetization design consultant, one of my core tenets is to make purchasing present. Perhaps the biggest missteps I see in games with IAP is that the developer appears like they are doing everything possible to obscure the fact that a player can spend money within the game. When I get in front of audiences at GDC and other events, I coach that IAP are like banner ads: one must […]

Game Design is Business Design – GDC 2013 Edition

I presented this latest version of my game monetization lecture – Game Design is Business Design – at the 2013 Game Developer’s Conference as part of the Free to Play Design and Business Summit. In the talk, I mention some tools and templates in the lecture that you can find at the following links: Monetization Philosophy (template) Feature Brief (template) Game Treatment (template) Business Model Canvas (template)