In this blog series, we’ll look at what propels video game players to buy things—both in-game and online. There are six main reasons: time-saving, efficiency-boosting, user experience optimization, vanity, social pressure, and additional content. In this article, we’ll focus on players who want to do things faster and learn how efficiency-boosting mechanics can guide them to buy more things in your web shop. In the mobile gaming landscape, players often feel compelled to make purchases to maintain their standing as devoted gamers. The fear of missing out (FOMO) is a powerful motivator for in-app purchases. Understanding which audience segments are most susceptible to FOMO is crucial for game developers and publishers to leverage this psychological factor and generate revenue effectively.

Gaming’s visit to purchase cycle

The chain of events leading from “I need this thing!” to “I’m buying this thing” looks like this: Game mechanics create a challenge that motivates the player to overcome it. This motivation leads to a solution, which might involve acquiring a new item or skill. The player feels satisfied once the challenge is conquered and may look for new challenges. To keep players engaged and encourage in-game purchases, developers must create mechanics that inspire players to make their gameplay BETTER or FASTER. If these mechanics can make players feel like there's always something new to learn or achieve that improves or accelerates their game, the cycle is likely to be completed. Let’s break the cycle down. Game mechanics and obstacles Enhancing player efficiency can be achieved by introducing key mechanics that streamline gameplay and reward strategic planning. These mechanics often revolve around resource management, optimizing progress, and mitigating or combating challenges —such as clearing a level or removing barriers. For example, a player may encounter:

• Chests, crafting systems, or research tasks that require time and resources to complete, such as in Warhammer: Chaos and Conquest.
• Building and crafting mechanics are constrained by factors like the number of builders, production slots, or recipe queues, e.g., Hay Day.
• Resource storage limitations compounded by constant production and consumption can add a layer of complexity, as in Hustle Castle.
• Combat levels with difficulty tied to specific rewards, like Mob Control.

Motivation and overcoming the obstacle The game offers players a choice: stick to the standard gameplay or opt for a power-up that can make their experience more efficient. This plays on FOMO and the desire to progress quickly. Players are driven by:

• A desire to be stronger than their opponents.
• Fear of not being able to complete a level.
• The goal for characters to stay productive —even while the gamer is offline.
• Craving improvement of their overall game progress.

In other words, the lure of making a purchase entices them to get something easier, bigger, or faster, soothing the worry of missed opportunities. However, compared to time-saving motivation, efficiency-boosting doesn’t offer an immediate reward or let players bypass the game entirely. Instead, it enhances their experience. Purchase When working with efficiency-boosting mechanics, it’s crucial to communicate the value of item features that directly benefit the player’s game experience. For example: Key purchase triggers include:

• Situational offers: before or after a level to boost progression or rewards, as in Mob Control.

• VIP accounts: subscription-based bonuses that boost player retention and ARPPU, e.g., AFK Arena.

• Season passes: grants players access to additional tasks, seasonal rewards, etc., like in Hay Day.

How to use this motivation in the Web Shop

Efficiency-boosting motivation is key to driving web shop sales. Offering players additional value beyond just the game makes a web shop stand out. This extra value could be anything with efficiency at its core: larger currency packs, bonus points redeemable for exclusive items, and enhanced bundles are just a few options. If a web shop item or offer has a bonus —compared to its in-game counterpart— it increases the efficiency —and value— of that purchase. Ultimately, it's about giving players a compelling reason to go through the extra steps inherent to web shopping. Efficiency-boosting motivation works best with paying players or experienced users who understand the value that additional bonuses bring them. The good news is that these players form the core of a web shop’s paying audience, both in-game and on the web. Key to encouraging more frequent and higher-value purchases from a web shop’s core audience is an out-of-the-box feature known as a reward system. The reward system offers players incentives for spending, such as exclusive items, bundles, or currency packs. By rewarding players with points for each purchase during a limited promotional period, they are motivated to shop more often and increase their overall spending. Adding a reward system to your web shop boosts player purchases, increases the share of paying users by ~ 15%, and increases the number of repeat purchases by 30%. Another highly effective option is to offer VIP passes and season passes with extra bonuses via the web shop. An extended pass duration or the addition of more rewards at each tier further increases a player’s perception of value.

Conclusion

Players want to get the most out of their gaming experience. Offering them ways to level up faster, unlock exclusive content, or gain special perks can be a big draw. This is where features like in-game currency packs, VIP passes, and season passes come in handy. Providing enticing benefits encourages players to invest in your game and keep coming back for more. Combining this with rewards programs offering additional incentives creates a positive feedback loop that changes player behavior and drives engagement and revenue. Authors:
Elena Zueva, Head of Monetization Product Marketing
Gregory Radovilskiy, Growth Manager, Game Tech