We’ve already discussed how King’s developers and designers seem to have hit the nail on the head with game mechanics that “tempt” users to make payments. Even though 70% of Candy Crush Saga players have never paid for any help or additional element of the game, the offer is there, and it certainly works.
The economic success of Candy Crush Saga is evident, and we talked about it this week on Mobile. With a daily income of more than $890.00 according to Think Gaming today — to put you in situation, Angry Birds collects $10,000 a day today — what has King done right?
This was explained by a magnetization expert named Ramin Shokrizade who called Candy Crush Saga’s business model a “coercive magnetization. This model allows the user to make a purchase with incomplete information or with information that although available does not reach the user directly.
For example, hide the real currency in a game like Candy Crush where you buy “gems” that solve the puzzle. The user does not directly relate the gem to money, or does not value the transaction as accurately. If in addition there is certain stress involved in that operation — we want to move from phase to phase as soon as possible — the technique works in a particularly remarkable way.
This section was also described in detail by this expert, who referred to the statements of Roger Dickey, of Zynga, and who described it as “funny pain”. The user or player is placed in an uncomfortable position in the game and then offered the elimination of that discomfort — that “pain” — if it pays. And there is activated that layer in which the user does not really see the cost of the transaction or fails to capture it: buy three lollipop hammers, do not spend 0.89 euros (and that with “limited supply”, another factor that encourages purchase).
The purchase process itself also comes into play: complicate it too much and the player will have time to realize what he is buying and, perhaps, give a second turn to that purchase. Here again the developers of King have achieved a resounding success with a very direct and fast process, and with just additional steps that make us think twice.
King’s developers also take advantage of the difficulty curve, in which users obviously prefer to level up their skill rather than do it because they pay to solve the puzzle. The game makes the players feel good that they can do it by themselves, but as he explained in his report, once the game identifies the user as someone who spends money, the difficulty grows noticeably, which changes the game model: from one of skill — this determines the success of our games — to one of money — we pay to avoid those big difficulties –.
The study of this expert describes more techniques that are used not only in Candy Crush Saga but in various games that today succeed in their magnetization model, but what is evident is that the creators of King have studied these techniques very well to offer users very attractive ways to end up paying to enjoy (more?) this title.