GAMES FOR THEM AND

GAMES FOR USHarry Holmwood, Marvelous Inc

Marvelous Inc

who care about games

We are the people

Games is our hobby

What about the others?

• 2 billion smartphone users

• But <5% of them spend?

• 5% of 2 billion is 100m

• No bigger than console

audience?

Games is not their hobby

What is a hobby?

• An activity you might define yourself by?

• Social

• Creative

• Performance

• Physical

• Problem Solving

• Mastery

• Collection

• Nurturing

• Chance

Making Hobbies

•People engage in hobbies for months,

years, or lifetimes

• High retention

•The ‘best’ hobbies allow people to pay

as much, or as little, as they want

• Variable Pricing

•We are not all the same

• Appeal to different personalities

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

D&D Attributes

• Social

• Free to Play

• Creative

• Pretending / Performance

• Information

• Collection

• Problem Solving

• Mastery / Progression

• Background Study

• Game of Chance

Japanese F2P Lessons

Japanese F2P - Events

•Events are the biggest

drivers of retention

•Reasons to play NOW

•Weekly appointments

•Real world tie-ins

Japanese F2P - Social

•Players much more

likely to retain and

spend in social

context

•Encourage guilds

•‘Fake’ social play

and helpers

Japanese F2P – Collection

•Desire to collect and complete is

compelling• Stamp collection

• Train spotting

• Football stickers

Japanese F2P – Gacha

•Adding element of

chance is crucial for

enjoyment

•Never a wasted

purchase

Before You Ask…

GAMES FOR THEM AND

GAMES FOR USHarry Holmwood, Marvelous Inc

@hholmwood

harry@maqleurope.com