Sell emotion, not content: Free-to-play Design Rule 13 [GAMESbrief]

< Back to Blog
Blog

Kevin Ford

May 15th, 2013

Originally posted by Nicholas Lovell on GAMESbrief – Selling content is what content creators do, right? Not any more. Now that digital distribution has made it incredibly cheap to share content on the web, consumers are increasingly refusing to pay for it. (Recent research suggests, for example, that 49% of people think it appropriate to download music for free and 40% can’t remember when they last bought a CD).

This means that a developer making a game has to change the way they view their business. Instead of spending $2 million building a virtual world and charging people for access to it, they have to spend $2 million building a virtual world, give it away to build an audience, and find other things to sell in it.

Those things are unlikely to be expensive to make. They are most likely to be an entry in a database or a few days of art/programmer time. They might be selling:

  • -Self expression (costumes, avatars, animations)
  • -Progress (trading time for money, instant gratification)
  • -Power (better weapons, better equipment)
  • -Status (the ability to show off to others, whether aesthetically or within game mechanics)
  • -Relationships (gifts, co-operative benefits)
  • -And much more

These aren’t mutually exclusive elements. The point is that no gamer thinks about how much something cost to build when considering whether to buy it or how much to pay. They are considering how much it is worth to them. Whether they will enjoy it. How it will make them feel.

In the world of free-to-play, you are competing with tens of thousands of games that are totally free to play. In that world, you aren’t charging for content; you are charging for emotion.

Kevin Ford

For all resources have them written by Kevin Ford, Marketing Manager

2013-05-15

Leave a comment

Breakdown of China’s Android Market

Kevin Ford - June 24th, 2019


The android market in China offers the chance at success. Still, it also requires a high level of understanding about […]

Read More >

Combat Advertising Fraud in the APAC (Asia-Pacific) Region

Kevin Ford - June 18th, 2019


Fraud continues to increase in the Asia-Pacific region. Knowing this, advertisers and publishers must take steps to avoid becoming the […]

Read More >

Mobile Gaming is Larger Than Ever

Kevin Ford - June 18th, 2019


There’s no question that the mobile gaming industry is growing. PCs, tablets and smartphones are more attainable than ever before. […]

Read More >