Game_Design_Business_Models_Kasper_Hurwitz.pdf

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ESIGN
ESIGN
DESIGN
ESIGN
MODELS
MODELS
MODELS
MODELS
N BETWEEN
REVENUE MECHANICS
N BETWEEN
N BETWEEN
EMENTS
N BETWEEN
REVENUE MECHANICS
MECHANICS
MECHANICS
REVENUE
N BETWEEN
REVENUE MECHANICS
BUSINE
SS MOD
E
LS
GAME DESIGN
BUSINESS MODELS
The correlation between key design elements and
revenue mechanics in free-to-play video games
University:
Aalborg University
Date of delivery:
30.06.2014
Scope of the thesis:
451.200 with spaces, 188 standard pages
Field of study:
Master of Science in Information Technology, Interactive Digitale Media, 10th semester
Counselor(s):
Claus Andreas Foss Rosenstand and Nikolaj Hyldig
Authors:
Kasper Hurwitz:
Kristian Wulff:
Nikolaj Frølund Jensen:
Thomas Lykke Larsen:
This report and/or appended material may not be partly or completely published or copied without prior written
approval from the authors. Neither may the contents be used for commercial purposes without this written approval.
Copyright 2014
ABSTRACT
This master’s thesis in Information Technology, Interactive Digital Media, at Aalborg University, focuses on the use
of revenue mechanics in the emerging field of free-to-play games. The free-to-play market are redefining how we
perceive video games, both in terms of how we play them, and how the games intend to generate revenue. Free-to-
play games are becoming increasingly more present in our everyday lives, as the business model is becoming more
dominant on both the PC and mobile market. This evolution has led to many discussions and reflections regarding
the current state of the video game market, which have resulted in the following research question:
“What is the optimal correlation between game design and game business models when the purpose
is to create an entertaining player experience with a sustainable business model and how are revenue
mechanics applied into the design of a game?”
In order to understand the correlation of the two domains of game design and business models, data were collected
from six state-of-the-art games, four expert interviews and literature studies regarding the two domains of business
models and game design.
The empirical research led to the construction of a Game Design Model and Revenue Mechanics Framework with
the purpose of both analysing existing games, and potentially aid developers in creating better free-to-play games
by mapping the connection between key design elements and revenue mechanics. In order to contribute further
to the development of free-to-play games, the master’s thesis presents a set of Guiding Principles concerning the
conclusive subjects of the research.
Keywords:
Free-to-play, PC platform, Mobile platform, Game balance, Game session length, Player engagement,
Retention, Game business models, Video game development, Player life cycle, Digital creation cycle, Case study
research, Exclusivity, Core loops, Microtransactions, Virtual goods.

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