Edinburgh's Games Analytics provides, appropriately enough, analytics for games, promising to identify a game's audience so that it can be messaged appropriately. The group just released a new whitepaper about its thoughts on player relationship management, and we found the section on messaging tips for free-to-play games to be particularly useful.
We've reproduced that section of the whitepaper here, with permission.
Once analytics have determined the different player experiences in-game, it is then possible to build personalized experiences with players through targeted messaging.
For example, if a player is finding a mission too difficult and becoming frustrated, messaging can be used to offer appropriate hints and tips, or if they are bored
they could be given incentives or tougher challenges so they remain engaged and don't leave the game.
Social players should be rewarded even if they don't pay to play, as we know their influence far surpasses their direct income generated and high value players are, of course, rewarded for their loyalty and commitment. Games that are able to respond to real-time player behavior will become the norm in the next few years and players will come to expect a level of support and interaction with the games they play, allowing them to progress further and take greater enjoyment from the experience.
1. Less is More
Don't over-message, especially while players work through tutorials in early sessions. I was offered a discount on coins in a casino game the other day even before I had reached the lobby for the first time.
In mobile games, the combination of push notifications, in-game messages, prompts to update the version, offers, daily bonuses etc. can be overwhelming. As you build generic messages into the game design, take a minute to think of the experience from the poor player's point of view.
2. Be Patient
Asking for money before the player has engaged with the game creates retention issues. The first few levels should be about showcasing the game's features and
encouraging desired behaviors e.g. visiting the store or learning to customize your avatar.
Players who do actually spend in the first session tend to want 'instant gratification' but will not necessarily continue to spend and quickly fall out of the
game. Others will fast-track to high value. Once players have passed through the first few levels and 'earned their spurs', they are engaged and so much more
likely to monetize and turn into high value players.
3. Suggest, Don't Instruct
Players do not like to be told; they prefer to discover things themselves. Consequently in-game messaging should hint and suggest rather than instruct and command. Appropriate message tone is vital to create an engaging environment and good copywriting skills are an under-valued asset.
4. Don't Let the Horse Bolt
Don't wait for players to return before you award them with a bonus; if they don't return they'll never know! Clearly sign-post which behaviors will generate rewards.
Being coy is not a good thing in marketing.
5. Triggers Are Good
Similarly, if a player's resources are depleted, make them an offer, or if at an early stage in the gameplay, even gift them some more. If a player repeatedly fails a
mission, you need to take action before it is too late. Implement triggers to enable timely communications.
6. Be Appropriate
Ultimately the most effective messaging is when the player feels it is directly relevant to them. Segment players based on their playing styles to enable you to make relevant offers e.g. weapons and ammo to aggressive players; shields and boosters to passive players; decorative inventory to players who like to customize their character.
There are a variety of reasons why players take the plunge towards first payment. Making an offer that is appropriate is far more likely to succeed than uniform or blunt targeting.