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OK, so Facebook game maker Zynga is raising additional money at a $10 BILLION valuation. One would hope that that’s enough to make anyone’s ears prick up…
So how did they get here: By understanding something about human psychology, and then HACKING it for all its worth.
1) Addict people with SIMPLE, low learning-curve games, that 2) are social in the way you might have played certain board games in real life in the past, and that 3) have Irregular Reward Schedules (these are the most addicting forms of behavioral reinforcers, read up on your Behaviorism 101…).
THEN, 4) offer them little ways to essentially cheat in the games (making things go more smoothlyfor you), that 5) can be purchased for amounts that fall within the Impulse Purchase threshold, i.e. below the price level where your conscious mind kicks in fully and begins to wonder whether this is really a good idea, asf.
Read the following quote at least 3 times to yourself: “Zynga makes all its money selling virtual goods…Tiny amounts of money make the games progress faster.” (From Business Insider.) If you get it, you’ll know that tons of companies have been neglecting/violating the lessons therein to their considerable detriment.
I just argued yesterday that Sony is making a huge mistake by not going the $1/month route for complete/unlimited streaming music access with their new offering:
Another example that I saw just yesterday: Clever Twitter service “Buffer” ( @bufferapp ), which allows you to in essence do a bit.ly-like bookmarklet share to Twitter WITH automatic posting throttling/buffering built-in, so that your tweets are dripped out over time even though you can batch collect them all at once over, say, your morning blog reading hour:
All great, except that they are mispricing their premium levels very badly: 10 tweets in buffer, 3 tweets a day is Free. $5/month for 50 tweets in buffer, 10 tweets/day dripped, and $30/month (crazy…!?) for all unlimited is simply not going to work for them IMO. [See: http://www.bufferapp.com/pricing ]
$5/month is outside of impulse purchase range, while $1/month = Bingo! Sold! At $5, your mind is beginning to ask: Do I really need this? Is it worth it? Can I justify it directly via increased ROI? Where/how am I even going to measure this ROI?
All questions that you DON’T WANT your prospective customer asking at the entry point!! Which is exactly what Zynga has realized so brilliantly, and to such obvious success. The proof of the (psych) pudding is still in the eating… Zynga: “Would you like to improve your position in this game you are already playing for 10 cents?” – Unconscious Mind: “You bet I would.”
Which brings me to another of my pet points about successful online advertising/selling: Offer people only things which make sense in the context of what they were ALREADY doing. In this case, don’t try to offer them after shave, bracelets, or cars while they are playing Farmville, offer them something to do with Farmville!
Disclosure: I don’t play Farmville or CityVille, and have never tossed sheep or vampires at my Facebook friends. I do however study these phenomena very closely… :)