Game Design Secrets

Web Game Deployment Principles to Maintain an Audience—and Encourage Them to Pay

There are many web game deployment principles to consider. To begin, distribute your games on as many sites as possible to get them in front of as many potential players as possible. To build a regular audience around all your games, create a recognizable brand they can look for. Integrate monetization features deeply into the game, so they are easy to find and use. Optimize your website so games are easy to play and advertising revenue is maximized; maintain engagement among your hard-core users with an online forum.

Also, be sure to monetize virtual goods and upgrades that give the user more convenience in their gameplay or offer exclusive access. For example, virtual goods that come in a set (like a deck of cards or figurines) can inspire a “collect them all” itch. Price your items high and adjust prices downward as needed; don’t cap spending with subscriptions, because some players will prefer to pay more. Finally, if you’re a new developer, consider licensing deals before advertising—you can usually make more money from the former.

See Chapter 8, “Web Game Design: Basic Principles for Growth and Revenue,” for more information.