Game payment supports the source of revenue for the entire game. How to stimulate and guide the payment has become the key to players’ consumption and continuous consumption. This article will discuss how to stimulate and guide game payment by way of case analysis.
This article is supported by “Yiban Editor”
1. Important initial consumption: threshold effect
Foot In The Door Effect (Foot In The Door Effect)It means that people initially resisted the more difficult requirements, believing that it is time-consuming, laborious and difficult to succeed. Therefore, people are more willing to accept smaller and easy to complete requirements, and after achieving the smaller requirements, people will gradually accept the larger requirements.
In the design of paid games, the well-known “first charge of 6 yuan” makes good use of the threshold effect. For example, the first charge design of “New Swordsman” is a standard design template for threshold effect:Lower price positioning(Avoid the fear of difficulties caused by the excessively high consumption threshold, thereby blocking consumption behavior) andHigher value(Attract players to have a desire to pay) combination,Encourage players to complete the first consumer behavior across the threshold, So as to provide follow-up consumer behaviorMental construction。
2. An opportunity not to be missed
Just like the “Double Eleven” and “618” events in real life, the set of gift packages and discounts at a specific time can make players think “I must not miss it”.
For example, the limited-time mystery store in “Glory of the King” allows players to draw cards by themselves to get corresponding discounts (each time the discount is different, a different comparison psychology will occur: self-comparison, if you draw a comparison this time I felt that I would lose if I didn’t buy it after the last lower discount. Others compare, if my discount is higher than my friend’s, then I will lose if I don’t buy it), the player can use the discount to buy items in the mystery store. To a large extent, it stimulates players’ shopping impulse to “walk by and not miss”.
In addition, there is a limited purchase package design for “Onmyoji”. When the player closes the purchase interface, a second confirmation will be issued, prompting the player to “give up permanently” to purchase the super bonus package. Essentially, it also makes the player feel that they are about to miss a great opportunity, and activates the player’s shopping behavior in this sense of urgency.
3. Personalized gift package customization
The purpose of the gift package is to combine consumer products and arouse players’ desire to buy at an attractive price (at least greater than the sum of the prices of individual purchases). Therefore, compared to the official set of gift packages, the gift packages customized by players can allow players to buy the most needed items from their own needs to maximize the value of the purchase behavior.
For example, “Sword and Expedition” launched a customized route for Children’s Day customized gift packs launched on June 1st. It is just a way to set up different gift pack levels (different item pools) and return the specific purchase options to the players themselves. Ways to maximize the interests of both parties.
4. Social attributes stimulate consumption
4.1 Strong social relations
The social attributes seem to be related to the paid design, but the gifting behavior between friends (strong social relationship) and the cultural concept of “coming and not contacting, indecent assault” also deeply influence the consumption behavior of players. In the gifting behavior between players, gifts are used as a medium to help players transfer items and emotional information, and this transfer is often reciprocal. Therefore, seemingly irrelevant social attributes can often result in double item transactions.
Here is an example of a wishlist for “Glory of the King”: Players fill in their own wishes in the wishlist, and friends can learn about the hero or skin you want to get through the wishlist and help with their wishes. The reason for this example is that in addition to considering the two-way gift (mode a), it also takes into account the cost sharing of gifts (mode b). The Wish List’s help-sharing setting has evolved from a single gift giving to another consumption path: avoiding excessively high gift quotas to persuade players to dissuade players, and sharing costs with multiple people for consumption. However, in this multi-person gifting situation, the players themselves (wish fillters) will actively urge others to give them to fill up the remaining coupons, and it can also lead to comparisons among the gifters and actively consume.
4.2 Weak social relations
In addition to the strong social relationship between friends and friends, in fact, weak social relationships (non-friends) are also an important part of game design. The purchase of the Dream Light Skin in “Glory of Kings” took advantage of this. Full server players can obtain the highest 40% off skin purchase rights with the help of the energy value of the competition area. Players who have the willingness to buy will take the initiative to drive other players to help (such as spontaneously promoting in the world channel, Weibo, Tieba and other channels), while the players who have no intention to buy will be prone to “I participate in the action”. If you miss the discount, you’ll feel like it’s wasted.
5. Creating a consumer atmosphere
5.1 The value of hanging out: Bringing into the consumption scene
There are strong and weak points in shopping goals due to the subjective differences of people. Strongly-targeted players have a clear direction for shopping goals, while weakly-targeted players need to give them a certain amount of “hanging space”. Since the game is not a shopping APP, the main purpose of the online game players is for entertainment. Few players enter the consumer situation as soon as they go online. Therefore, the use of some free gift packages has become the choice of most games. This basically guarantees that most players will open the mall interface once after going online, squeezing out “time to hang out” for players, which is a better way to bring in the consumer atmosphere.
5.2 The charm of yelling: positive voice suggestion
In real life, the meaning of yelling is to attract customers to make transactions. In the game, the player’s consumption behavior can also be actively guided by sound.
For example, in “Sword and Expedition”, some cute voices will be emitted at the npc timing of the card drawing interface or after the player clicks on it, such as “Toot toot is a lot of heroes for the toot”, “You leave The next purple card is only a small piece of ground flower seeds.” The positive voice invisibly amplifies the player’s mentality to win and promotes the player’s continued consumption.
6. Early consumption: possession and deprivation
The endowment effect means that once an individual owns an item, his evaluation of the value of the item is much greater than before. Loss aversion refers to the fact that when people face the same amount of gains and losses, they think that the loss is more unbearable. Therefore, the trial experience can combine these two psychological characteristics to make the player have a kind of emotion that is difficult to give up (except for pure white prostitution, 2333).
The Tachibana Ukyo trial of “Sword and Expedition” is a good template to use the gap between “possession and deprivation” emotions to stimulate consumer behavior. After the player tastes the sweetness of the trial for 7 days (if it is not good, the purchase probability will be reduced!), the purchase probability will also increase randomly.
to sum up
From the ice-breaking of the player’s consumption to the continuous consumption, the player needs a certain amount of psychological construction (entry threshold), as well as sufficient stimulation and guidance. All links are closely related. In the form of case analysis, this article lists a series of thinking dimensions worthy of attention and reference in paid design, to help designers broaden their design perspectives and improve design quality.