Game De sign Base d on Mic r o-T r ansac tions in Online Game s F e b. 22, 2008 Gyuhwan Oh (dr ghoh@ajou.ac .kr ) Ajou Unive r sity (assistant pr ofe ssor ), Ne xon Inc (te c hnic al advisor ) T aiyoung Ryu (tr yu@usc .e du ) Inte r ac tive Me dia Division, USC Cine matic Ar ts T able of Conte nts • • I I ntro duc tio n ntro duc tio n • Pa yme nt Syste m fo r Online Ga me s • Pa yme nt Syste m fo r Online Ga me s – – Sub sc riptio n Mo de l Sub sc riptio n Mo de l – Mic ro - -tra nsa c tio n Mo d e l tra nsa c tio n Mo d e l – Mic ro • • Ga me Surve y Ga me Surve y – Va rio us o nline g a me s o f va rio us g e nre a nd the pa yme nt mo de ls – Va rio us o nline g a me s o f va rio us g e nre a nd the pa yme nt mo de ls • • Ga me De sig n Me tho do lo g ie s Ga me De sig n Me tho do lo g ie s – – Ana lysis o f mic ro Ana lysis o f mic ro - -tra nsa c tio n b a se d pa yme nt mo de ls tra nsa c tio n b a se d pa yme nt mo de ls – – Ca se Studie s : Ca se Studie s : “ “ K K a rtRid e r a rtRid e r” ” , , “ “ Gra nd Cha se Gra nd Cha se ” ” , , “ “ Ma ple Sto ry Ma ple Sto ry” ” , , “ Spe c ia l F Spe c ia l F o rc e ” ” , , “ “ T T a ke Do wn – –the F the F irst Missio n” ” “ o rc e a ke Do wn irst Missio n – – I I nte g ra tio n o f mic ro - nte g ra tio n o f mic ro -tra nsa c tio ns into a n o nline g a me tra nsa c tio ns into a n o nline g a me • Co nc lusio ns • Co nc lusio ns 2 1
Intr oduc tion • Purpo se • Purpo se – – I I nsig ht into mic ro nsig ht into mic ro - -tra nsa c tio ns in o nline g a me s tra nsa c tio ns in o nline g a me s – E xplo ra tio n o f te c hniq ue s in inc o rpo ra ting mic ro - -tra nsa c tio ns tra nsa c tio ns – E xplo ra tio n o f te c hniq ue s in inc o rpo ra ting mic ro into the e c o no mic de sig n o f o nline g a me s into the e c o no mic de sig n o f o nline g a me s • De ta ile d de sc riptio n • De ta ile d de sc riptio n – – Co nc e pt o f two ma in pa yme nt mo de ls in o nline g a me s Co nc e pt o f two ma in pa yme nt mo de ls in o nline g a me s – Surve ys o f mic ro o f mic ro - -tra nsa c tio n b a se d o nline g a me s in K tra nsa c tio n b a se d o nline g a me s in K o re a – Surve ys o re a – – Re vie w o f the de sig n o f se ve ra l pro fita b le mic ro Re vie w o f the de sig n o f se ve ra l pro fita b le mic ro - -tra nsa c tio n tra nsa c tio n g a me s g a me s – – G a me de sig n issue s to e ffic ie ntly a c c o mmo da te mic ro G a me de sig n issue s to e ffic ie ntly a c c o mmo da te mic ro - - tra nsa c tio ns in o nline g a me s tra nsa c tio ns in o nline g a me s 3 Payme nt Syste ms for Online Game s • • T T wo ma in pa yme nt mo de ls wo ma in pa yme nt mo de ls – Sub sc riptio n Mo de l – Sub sc riptio n Mo de l – – Mic ro - Mic ro -tra nsa c tio n tra nsa c tio n 4 2
Subsc r iption Mode l • De sc riptio n • De sc riptio n – – Pre pa id me tho d fo r a limite d te rm o f se rvic e in e xc ha ng e fo r a Pre pa id me tho d fo r a limite d te rm o f se rvic e in e xc ha ng e fo r a se t pa yme nt se t pa yme nt – – Co mmo nly use d b y mo st MMORPGs Co mmo nly use d b y mo st MMORPGs “F ina l F a nta sy 11” (Ja pa n) 1,280 JPY “L ine a g e ” (K o re a ) “Wo rld o f Wa rc ra ft” (K o re a ) 29,700 K RW 19,800 K RW “E ve Online ” (Wo rldwide ) 14.95 USD (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD) 5 Mic r o-tr ansac tion • • De sc riptio n De sc riptio n – Pa ying pe r ite ms o r g a me a sse ts – Pa ying pe r ite ms o r g a me a sse ts – – Co mmo nly use d b y c a sua l Co mmo nly use d b y c a sua l- -style o nline g a me s style o nline g a me s • • E E xa mple s: “ xa mple s: “ K K a rtRide r” a rtRide r ” , , “ “ Ma ple Sto ry Ma ple Sto ry” ” , , “ “ Spe c ia l F Spe c ia l F o rc e o rc e ” ” – – MMORPGs MMORPGs, re c e ntly. , re c e ntly. “ K “ K a rtRid e r” a rtRid e r ” “ Ma ple Sto ry “ Ma ple Sto ry” ” “ Spe c ial F “ Spe c ial F o rc e ” o rc e ” F F re e to pla y re e to pla y F F re e to pla y re e to pla y F F re e to pla y re e to pla y 6 3
Subsc r iption Mode l : Dr awbac ks • Dra wb a c ks • Dra wb a c ks – – I I ntro duc ing o f fre e to pla y c a sua l- ntro duc ing o f fre e to pla y c a sua l -style o nline g a me s style o nline g a me s ha s ha s a c c e le ra te d fe e disc o unts. a c c e le ra te d fe e disc o unts. “ “ K K a rtRid e r” a rtRid e r ” “ Ma ple Sto ry “ Ma ple Sto ry” ” “ “ Cra zyArc a d e BnB Cra zyArc a d e BnB” ” F re e to pla y F re e to pla y F re e to pla y F re e to pla y F re e to pla y F re e to pla y – – I I ntro duc ing fre e MMORGs ntro duc ing fre e MMORGs a c c e le ra te s the ra te o f fe e disc o unts a c c e le ra te s the ra te o f fe e disc o unts in sub sc riptio n b a se d g a me s in sub sc riptio n b a se d g a me s “ Ma b ino g i o nline “ Ma b ino g i o nline ” ” “ Wo rld o f Wa rc ra ft “ Wo rld o f Wa rc ra ft” ” “ ROHAN “ ROHAN” ” “ “ RAPPE RAPPE L L S S” ” F F re e to pla y fo r re e to pla y fo r 24,750K RW � � 19,800K 19,800K RW 19,800K RW F re e o f Cha rg e 24,750K RW RW 19,800K RW F re e o f Cha rg e 2 ho urs a d a y 2 ho urs a d a y (Note : 940 KRW ≒ 1 USD, 1 Billion KRW ≒ 1.06 Million USD) 7 Mic r o-tr ansac tion : Pur c hasing Powe r • • Po we r o f mic ro Po we r o f mic ro - -tra nsa c tio n in K tra nsa c tio n in K o re a n o nline g a me s o re a n o nline g a me s – * * I I n the a rtic le o f “ “ T T he Ne w Ava ta r I n T o wn” ” o n Ma r. 26 o n Ma r. 26 th th , 2007: , 2007: – n the a rtic le o f he Ne w Ava ta r I n T o wn • “… “… T T he c o mpa nie s b e hind the m ha ve a no ve l wa y o f ma king mo ne y, • he c o mpa nie s b e hind the m ha ve a no ve l wa y o f ma king mo ne y, se lling dig ita l g o o ds suc h a s a va ta rs a nd the ir o utfits. T se lling dig ita l g o o ds suc h a s a va ta rs a nd the ir o utfits. T he g a m he g a me s e s the mse lve s a re fre e the mse lve s a re fre e … … I I n 2005, Ne xo n ha d wo rldwide re ve nue s o f $230 n 2005, Ne xo n ha d wo rldwide re ve nue s o f $230 millio n, 85% o f it fro m virtua l ite ms virtua l ite ms. .” ” millio n, 85% o f it fro m • •I I n the a rtic le o f the Busine ss Wo o k n the a rtic le o f the Busine ss Wo o k, , “ “ T T he ne w Ava ta r in T he ne w Ava ta r in T o wn” o wn ” : : 8 http:/ / www.b usine sswe e k.c o m/ ma g a zine / c o nte nt/ 07_13/ b 4027047.htm? c ha n=se a rc h 4
Mic r o-tr ansac tion : Our Inve stigation • Our I nve stig a tio n • Our I nve stig a tio n Mic ro -tra nsa c tio n Sub sc riptio n b a se d Hyb rid (Bo th) 2002 1 10 0 2004 6 24 2 2006 33 18 3 2008 56 11 3 100% 90% 80% 70% 60% Hyb r id (Bo th) 50% Sub sc rip tio n b a se d 40% Mic r o -tra nsa c tio n 30% 20% 10% 0% 2002 2004 2006 2008 9 Mic r o-tr ansac tion : Re c e nt Payme nt me thod – – Re c e nt ma rke t sha re o f o nline g a me s in K Re c e nt ma rke t sha re o f o nline g a me s in K o re a o re a Rank Title Genre Payment Method Share Sud d e n Atta c k F PS Mic ro -tra nsa c tio n b a se d 15.74% 1 Sta rc ra ft: Bro o d wa r Stra te g y Pa c ka g e Sa le s 11.19% 2 L ine a g e MMO RPG Sub sc riptio n b a se d 9.12% 3 4 Wo rld o f Wa rc ra ft MMO RPG Sub sc riptio n b a se d 6.46% Spe c ia l F o rc e F PS Mic ro -tra nsa c tio n b a se d 6.25% 5 6 Dung e o n a nd F ig hte r MMO RPG Mic ro -tra nsa c tio n b a se d 5.63% L ine a g e 2 MMO RPG Sub sc riptio n b a se d 5.29% 7 8 Wa rc ra ft 3 Stra te g y Pa c ka g e Sa le s 5.15% He llGa te L o nd o n MMO RPG Ope n T e sting 4.29% 9 Ma ple Sto ry MMO RPG Mic ro -tra nsa c tio n b a se d 2.76% 10 Auditio n Rhythm Ac tio n Mic ro -tra nsa c tio n b a se d 2.28% 11 MU Online MMO RPG Sub sc riptio n b a se d 2.11% 12 13 K a rtRide r Ra c ing Mic ro -tra nsa c tio n b a se d 1.80% 14 Ha ng a me Ma tg o Ga mb le Mic ro -tra nsa c tio n b a se d 1.43% DE KARON MMORPG Mic ro -tra nsa c tio n b a se d 1.07% 15 F e b . 1, 2008, http :/ / www.g a me c ha rt.c o .kr (info rma tio n fro m 200,000 PCs in 5,000 inte rne t c a fe s) 10 5
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