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Vasiliy Sabirov, devtodev

Ad234dd95cba9583d22026dcbb44ce9a?s=47 wnconf
November 07, 2018

Vasiliy Sabirov, devtodev

Behavioral Economics in Games: Neither Players Nor Developers Are Rational, and This Is a Good News for Everyone

(White Nights Conference Moscow 2018)
The official conference website — http://wnconf.com

Ad234dd95cba9583d22026dcbb44ce9a?s=128

wnconf

November 07, 2018
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  1. BEHAVIORAL ECONOMICS IN GAMES: Neither Players Nor Developers Are Rational

    AND THIS IS GOOD FOR EVERYONE VASILIY SABIROV, LEAD ANALYST & CO-FOUNDER
  2. BEHAVIORAL ECONOMICS Classical economics implies that all subjects act rationally.

    Behavioral economics says the opposite. www.devtodev.com | sabirov@devtodev.com
  3. SURVIVORSHIP BIAS www.devtodev.com | sabirov@devtodev.com

  4. SURVIVORSHIP BIAS www.devtodev.com | sabirov@devtodev.com

  5. SURVIVORSHIP BIAS Surveys and customer development should be done not

    only for your current users, but also for those who churned. Not only for those who pay, but also for non-paying users. Don’t focus only on success. www.devtodev.com | sabirov@devtodev.com
  6. SELECTIVE PERCEPTION Community management: • there will always be dissatisfied

    players; • focus on negative aspects; • learn to settle situations. www.devtodev.com | sabirov@devtodev.com
  7. FEW WORDS ABOUT MEETINGS & BRAINSTORMS www.devtodev.com | sabirov@devtodev.com

  8. FEW WORDS ABOUT MEETINGS & BRAINSTORMS www.devtodev.com | sabirov@devtodev.com •

    halo effect • bandwagon effect • closed set of variants (A or B) What to do? • de-identified data • A/B-testing as hypothesis testing • another spheres (e-commerce -> ABCXYZ analysis)
  9. FEW WORDS ABOUT MEETINGS & BRAINSTORMS www.devtodev.com | sabirov@devtodev.com

  10. MONETIZATION www.devtodev.com | sabirov@devtodev.com Source

  11. ENDOWMENT EFFECT • people value things that they already own

    more than those they can get • don’t take away virtual currency, players will find where to spend it themselves • instead of taking away, give less (but give!) resources www.devtodev.com | sabirov@devtodev.com
  12. ENDOWMENT EFFECT • create a trial version • give players

    an opportunity to invest something in your game • opportunity to dress up a character www.devtodev.com | sabirov@devtodev.com
  13. ENDOWMENT EFFECT www.devtodev.com | sabirov@devtodev.com

  14. TRICKS & EXPERIMENTS opportunity to choose www.devtodev.com | sabirov@devtodev.com Source

  15. TRICKS & EXPERIMENTS paradox of choice www.devtodev.com | sabirov@devtodev.com Source

  16. TRICKS & EXPERIMENTS paradox of choice www.devtodev.com | sabirov@devtodev.com Source

  17. 4 TYPES OF PRICES • Rounded ($37) • Rounded with

    zeros ($34,00) • Exact ($24,35) • «Charm» (39,99$ or 34,95$) round numbers are easier and quicker to comprehend than exact numbers; our brain reads numbers from left to right; don’t use exact prices if a good is related to emotional purchases; if the price is less than 10$, use «charm» prices regardless of a good category www.devtodev.com | sabirov@devtodev.com Source
  18. TRICKS & EXPERIMENTS .99 prices www.devtodev.com | sabirov@devtodev.com Source

  19. TRICKS & EXPERIMENTS bait • web subscription (59$) • print

    subscription (125$) • print + web subscription (125$) www.devtodev.com | sabirov@devtodev.com Source
  20. TRICKS & EXPERIMENTS bait • web subscription (59$) - 16%

    • print subscription (125$) - 0% • print + web subscription (125$) - 84% ARPU = $114.44 www.devtodev.com | sabirov@devtodev.com Source
  21. TRICKS & EXPERIMENTS bait • web subscription (59$) • print

    subscription (125$) • print + web subscription (125$) www.devtodev.com | sabirov@devtodev.com Source
  22. TRICKS & EXPERIMENTS bait • web subscription (59$) - 68%

    • print subscription (125$) • print + web subscription (125$) - 32% ARPU = $80.12 www.devtodev.com | sabirov@devtodev.com Source
  23. TRICKS & EXPERIMENTS bait www.devtodev.com | sabirov@devtodev.com Source

  24. ANCHORING www.devtodev.com | sabirov@devtodev.com

  25. ANCHORING The share of African countries in the UN? More

    than 65%? How much? www.devtodev.com | sabirov@devtodev.com Source
  26. ANCHORING The share of African countries in the UN? More

    than 10%? How much? www.devtodev.com | sabirov@devtodev.com Source
  27. ANCHORING Anchor 65% -> 45% Anchor 10% -> 25% www.devtodev.com

    | sabirov@devtodev.com Source
  28. ANCHORING Anchor 65% -> 45% Anchor 10% -> 25% www.devtodev.com

    | sabirov@devtodev.com Source
  29. ANCHORING • don’t make prices too low; • give an

    expensive alternative; • show it first. www.devtodev.com | sabirov@devtodev.com Source
  30. THE POWER OF FREE People like when something’s free: •

    Night of museums • F2P games • Free samples Gifts in currency: • 30% in short-term revenue • 10% in long-term revenue www.devtodev.com | sabirov@devtodev.com Source
  31. FEW MORE RECOMMENDATIONS • The rule of the hundred ◦

    P < $100 -> discount in % ◦ P > $100 -> discount in $ • Choose numbers with fewer syllables; • Visualize difference between two prices; • The currency symbol is important: if you don’t specify currency, conversion can be higher. www.devtodev.com | sabirov@devtodev.com Source
  32. CASE: MAGINARY www.devtodev.com | sabirov@devtodev.com

  33. CASE: MAGINARY www.devtodev.com | sabirov@devtodev.com

  34. CONCLUSIONS People make emotional decisions, especially in games. Games are

    an emotional product. Our aim is to turn this players’ feature into a win-win strategy. www.devtodev.com | sabirov@devtodev.com
  35. We love games. We understand the process of game development

    and the needs of game studios. From marketing to game design - devtodev provides you with valuable insights for any role and any side of game development. devtodev for game studios www.devtodev.com PRODUCER ANALYST ACQUISITION MANAGER GAME DESIGNER
  36. www.devtodev.com Here’s how we work

  37. www.devtodev.com game design education course 20% DISCOUNT, ASK ME!

  38. VASILIY SABIROV lead analyst & co-founder sabirov@devtodev.com www.devtodev.com THANK YOU!