Published on March 3, 2014
ADDICTIVE GAMES GETTING USERS TO DREAM ABOUT VIRTUAL GOODS
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WHY GAMES SUCCEED Addictive Not Addictive Low X Factor? High
One Thing in common TIME
ADDICTIVE GAMES • Spend • Lose too much TIME track of TIME • WAITING for items to ship • Practice to improve TIME • Wish you had more TIME • Can't ﬁnd TIME for real stuff
TIME = $$$
BARRY M. STAW • Berkeley University • Escalation • Post of Commitments Decision Dissonance
ESCALATION OF COMMITMENTS Users justify the decision to wait, spend time, ... More Time Spent Post Decision Justiﬁcation
ADDICTIVE GAMES TIME COMMITMENTS
HABITS FOR WAITING • We are used to waiting • Subconsciously • Later apply habits on justify our decisions
HABITS FOR APPOINTMENT • We have tools • Don't notice we apply them • Commitments increase
HABITS FOR PRESSURE • Improve by repetition • Commit time for practice • Success increases commitment
Focus on escalating time commitments Get your users addicted
GOODS WITH TIME DIMENSION PRACTICAL ADVICE
FUEL / ENERGY / LIFE • Limited • Drains inventory as user plays • Replenish with time
BUILDINGS / PETS • Natural • Takes process time • Increase time with levels
VEHICLES / WEAPONS • Upgrades • Have to be shipped / made
TRAINING • Goods have new controls • Requires • Endless user to train practice A , , S D
WHAT'S NEXT • Add virtual goods with time dimension • Create • Get escalating time commitment your users seriously engaged
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