Why'd She Buy THAT? Customer Psychology in Game Purchases
Lucien Parsons (Operations Catalyst Consulting)
A fairly hard-core session on understanding what drives the choice of one game over another whether off the shelf of in retail or in the App Stores and also how to best present your IAP (in-App Purchases) to maximize profits.
We will draw on Pricing and Marketing strategies from in and outside of the game industry to examine both women's and men's decisions and sensitivities to price and presentation.
By improving your mental model of the factors that people using 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.