Game Development Reference
In-Depth Information
2
Socialization:
the player invites others
(friends) to play the
game with them.
1
Acclimatization:
the new player learns
the rules of the game.
!
?
3
Collaboration:
the players work together
and build a common bond
in gameplay.
5
Conversion:
the player will start
purchasing virtual goods
that help them socialize,
collaborate, and compete.
4
Competition:
the players will compete
in ways that increase
their status.
$$$
FIGURE 10.1
Chart showing the process of turning “players into payers” as deined by Dubit Limited, a UK-based
game design and research company.
Understanding the main forces that drive consumption of virtual goods will allow you to intertwine your
virtual content with game play and maximize the proit from your virtual goods market sales. Dubit Limited,
a game design and research company in the United Kingdom, explains the ive steps for turning “players into
payers” [1]:
1. Acclimatization: The new player learns the rules of the game.
2. Socialization: The player invites others (friends) to play the game.
3. Collaboration: The players work together and build a common bond in game play.
4. Competition: The players will compete in ways that increase their status.
5. Conversion: The player will start purchasing virtual goods that help the player socialize, collabo-
rate, and compete.
Once they have passed step 5, the cycle is complete. Now, the players have been turned into payers. This
process is diagrammed in Figure 10.1.
10.2 CONSISTENT BRAND IDENTITY FROM YOUR LOGO
TO THE ARCHITECTURE OF YOUR SHOP
Consider some of the greatest retail environments in the real world: the towering glass cylinder of the Apple
Store in Shanghai, China; the wood-planked sweeping wall and “Staircase Theater” in Prada's New York
