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Free 2 Play : Making Money from Games You Give Away by Will Luton (2013, Trade Paperback)
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- ¡Cómpralo ya!Free 2 Play Making Money from Games You Give Away Will Luton
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Product Identifiers
PublisherPearson Education
ISBN-100321919017
ISBN-139780321919014
eBay Product ID (ePID)159911742
Product Key Features
Number of Pages216 Pages
Publication NameFree 2 Play : Making Money from Games You Give Away
LanguageEnglish
Publication Year2013
SubjectProgramming / Games, Internet / General, General
TypeTextbook
Subject AreaComputers, Business & Economics
AuthorWill Luton
FormatTrade Paperback
Dimensions
Item Height0.5 in
Item Weight10.5 Oz
Item Length9 in
Item Width6.1 in
Additional Product Features
Intended AudienceTrade
Dewey Edition23
IllustratedYes
Dewey Decimal794.8
Table Of ContentIntroductionHow F2P Changed Games XV Chapter 1: EconomicsHow the Money Works 1Physical vs. Digital (Why Bits Aren't Atoms) 2The Internet Is an Open Market; Your Game Isn't 6We Don't Buy Things; We Buy Emotions 7Not All Players Spend Equally 9The Math 11The Acronyms: A Primer 14The Money Formulas 15Winning at F2P: Increasing Profits with KPIs 17Users and Engagement 20Retention and Churn 20Spend and Conversion 21Cost Per Acquisition 24Overheads 24Improving KPIs Holistically 24 Chapter 2: GameplayKeeping Players Coming Back 27F2P: The Good Games Revolution 28Core Loops: The Beating Heart of Games 32Structure of the Loop 32Upgrades in the Loop 33Waits in the Loop 34Grinding in the Loops 38Sessioning: Showing Your Players the Door 39Finite Loops: How Sessions Work 40 Return Triggers: Enticing Your Players toCome Back 44Appointment Triggers 45Competitive Triggers 46Social Commitment Triggers 47Location Triggers 48Sales and Events Triggers 48Nudge Triggers 49Player Motivations: Hearts, Clubs, Diamondsand Spades 52Hearts (or Socializers) 52Clubs (or Killers) 53Diamonds (or Achievers) 53Spades (or Explorers) 53It's an Understanding 53Goal Systems: Retaining Players for Years 56Rats in Boxes: The Secrets of VariableReinforcement 57Increasing the Rewards 59Choosing a Schedule 62Examples of Goal Systems 63Don't Tick Boxes 68 Chapter 3: MonetizationPlay ers Reward You with $$$ 71IAP 101 72What to Sell: The Four Cs of IAPs 76Content 76Convenience 77Competitive Advantage 80 Customization 81Mixed Cs 84Creating Demand: Supply and Pinch Points 84Virtual Currencies 86Energy 87Virtual Goods 88Making Money from Demand 88Creating Value: Comparison, Quality andExperience 89Comparison 90Quality and Experience 92Breaking the Barrier: Getting Players to Spend 93User Experience 96First Purchase Deal 96Social Proof 97Beyond IAPs 97Advertising 97Product Placement 104Merchandise 104Store Cards 105Observe, Improve, Repeat 105 Chapter 4: AnalyticsUnderstanding and Serving 107Your Play ersThe Eternal Beta 108Don't Listen to What People Say, Look atWhat They Do 109Collecting Data 111The Metrics You Need 114AB Testing 121Data Quality 123 Statistics: The Analyst's Toolbox 124Averages: Mean, Mode and Median 125Causation and Variables 128Regression Analysis 128The Art of Interpretation 130Gather Data, Test, Analyze 130 Chapter 5: MarketingReaching Players 133Eyes on Your Game 135Buying Players 135Press 136Organic Traffic 137Viral Marketing 141Players in the Funnel 143No Two Players Are Alike 148Catching Leaks: Sharing Players andBuilding Communities 149Strategic Positioning 151The High-level Proposition 153The Best Marketing of All 156 Appendix AThe F2P Spreadsheet 159 Appendix BAdditional Resources on 163Free-to-Play Games Appendix CInterview with Zynga Co-founder 179and CEO Mark PincusIndex 188
SynopsisGroundbreaking book provides key insights into the business of Free2Play (F2P) social and mobile games, the fastest-growing segment in the game industry today., "" Will's knowledge of F2P comes from years of building games, ""as well as writing about and consulting with developers on the ""model. All the topics covered in this book--economics, gameplay, monetization, ""analytics and marketing--are important to consider when you're building ""an F2P game, and Will covers each with an easy-to-digest style." "--Ian Marsh, co-founder, NimbleBit"Free-to-Play: Making Money From Games You Give Away "is an accessible and complete guide to the business model that has revolutionized the videogames industry, creating huge hits, multi-billion-dollar startups and a new deal for players: Play for free, spend on what you like.Written by respected game designer and consultant Will Luton, "Free-to-Play "gives you the in-the-trenches insight you need to build, run and make money from games you give away. In it you'll find: Psychology behind player decisions and the motivations to playSimple and accessible explanations of the math and economic theories behind F2P, including working examplesProcesses for capturing and using player data to improve your gameMarketing tips on positioning your game and attracting playersPlus: A downloadable F2P spreadsheet, articles from the author, a foreword by NimbleBit co-founder Ian Marsh and an interview with Zynga CEO, Mark Pincus., " Will's knowledge of F2P comes from years of building games, as well as writing about and consulting with developers on the model. All the topics covered in this book--economics, gameplay, monetization, analytics and marketing--are important to consider when you're building an F2P game, and Will covers each with an easy-to-digest style." --Ian Marsh, co-founder, NimbleBit Free-to-Play: Making Money From Games You Give Away is an accessible and complete guide to the business model that has revolutionized the videogames industry, creating huge hits, multi-billion-dollar startups and a new deal for players: Play for free, spend on what you like. Written by respected game designer and consultant Will Luton, Free-to-Play gives you the in-the-trenches insight you need to build, run and make money from games you give away. In it you'll find: Psychology behind player decisions and the motivations to play Simple and accessible explanations of the math and economic theories behind F2P, including working examples Processes for capturing and using player data to improve your game Marketing tips on positioning your game and attracting players Plus: A downloadable F2P spreadsheet, articles from the author, a foreword by NimbleBit co-founder Ian Marsh and an interview with Zynga CEO, Mark Pincus.
LC Classification NumberGV1469.15
