|Session Name:||To Buy or Not to Buy|
|Track / Format:||Design|
Why do consumers buy certain items and not other ones? Does a good product really sell itself? Do we understand what's going on in the players' mind when we offer them something? Purchase behavior science addresses these questions for many kinds of consumer products, but the rising industry of casual gaming is notably still left out. In this very young and specific type of business, we still rely largely on trial and error while the theoretical foundations of our actions are often vague or missing.
Understanding the factors that lead to the decision of purchasing an in-game item is key to designing a truly successful game economy.
A business expert from King will present you with a new and simple purchase decision model based on the interplay of the product, the offer and the player.