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Session Name:

Why'd She Buy THAT? Customer Psychology in Game Purchases


A fairly hard-core session on understanding what drives the choice of one game over another, whether off the shelf in retail stores or in app stores, and how to best present your IAPs (In-App Purchases) to maximize profits. We will draw on pricing and marketing strategies from in and outside of the game industry to examine the decisions of both women and men, with sensitivities to price and presentation. By improving your mental model of the factors that people use when making the decision to buy, you can influence that decision. This is not a "you should have good metrics" discussion, but an attempt to dive into the underlying psychology of buying in a way that provides concrete tactics and techniques for use in your games.

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  • GDC 2014
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