Best practices for in-game shops: How to convert players into spending

Live ops platform Balancy has just launched a new digital book called ‘Best practices for in-game shops’. Written by Michael Khripin, the resource is said to offer a “proven” formula for effective monetisation and increasing players’ LTV during challenging times for user acquisition.

It also focuses on how developers can use player behaviour and psychology to address the needs and emotions players seek to fulfil when engaging with a game.

Below we’ve published an extract from the book, focused on player conversion.

You can download the full digital book here.

Want to learn more about monetisation? PocketGamer.biz is hosting a free monetisation design webinar on Wednesday, July 24th. You can find more details right here.

After deciding on your game shop’s core offerings, it’s time to consider extra touches that can make sold items more appealing and encourage purchases.

In this chapter, we’ll explore various strategies, such as badges, special bonuses, bundles, and limited deals – all of which can positively impact conversion in your game when used in the right way.

3.1 Badges & labels

Each type of badge and label, from ‘Best Value’ to ‘Discount,’ guides players’ attention. The key is to use these visual cues strategically and ethically, ensuring they guide and inform players rather than overwhelm or mislead them. 

Avoid overloading an item with too many badges, as this can create visual clutter and dilute the impact of each badge. Additionally, while it’s tempting to round up discount percentages for appeal (like stating 50% instead of 49.26%), honesty and transparency should always be the guiding principles. For instance, don’t advertise a 50% discount if the actual discount is closer to 40%.

These are the most common types of badges and their use cases:

• Place the “Best Value” badge on items where the best value is easily verified through simple calculations (such as the 99.99 gem pack in Love & Pies, see image above). However, the use of this badge is not limited to one scenario. “Best Value” also works well with resources or cosmetics, where pricing is more subjective. Players are naturally drawn to items labeled as offering the most bang for their buck, even if the actual value is hard to quantify. Apply the ‘Best Value’ badge in a way that feels authentic, and it will influence players’ perceptions and purchasing decisions.

• Players frequently look for guidance or endorsement when shopping. The ‘Recommended’ label serves this purpose, suggesting that an item is a wise choice because of its utility, popularity, or fit within the game’s meta. The criteria for choosing which items to label as ‘Recommended’ can vary, as can the impact of this label on player behaviour. As an option, this label can highlight items with low sales performance, drawing attention to products that might otherwise be overlooked.

• The ‘Most Popular’ badge leverages the power of social proof. While it’s often challenging to prove the popularity of an item, players tend to trust this label. This badge can create a bandwagon effect, encouraging players to purchase items simply because others are doing so. However, remember about the influence of communities. Players can organise an improvised poll to discover if the item is as popular as developers claim.

• The ‘Limited’ label should be used for items available in restricted quantities. Combined with a real-time counter showing how many items are left, this label can create a sense of urgency and scarcity, prompting quicker purchasing decisions. 

• A “Discount” badge is appealing to everyone. The psychology here is simple: everyone loves a good deal. Just be consistent in your calculations, as players can easily compare deals and check the math.

• Similar to discounts, “Bonuses” add extra value to a purchase. A commonly used first-purchase conversion tactic is to offer a one-time bonus for the first purchase of each pack or bundle size (for example, a “buy 1, get 2” or “get X% more”). This approach can not only boost first-time payers’ conversion but also encourage the exploration of different pack sizes.

3.2 Bundles

Bundles are collections of items sold together at a discounted price. They appeal to players by offering more value for less money and the convenience of buying everything needed at once. Over the years, bundles have evolved from a few basic sets per game to complex, customised offerings that cater to players’ specific needs and preferences.

Each bundle typically has two types of items: main items and filler items. Main items are the bundle’s primary attraction – these are the items that players really want and are often high-value or exclusive. Filler items, while less valuable individually, add extra incentive to the bundle, increasing the perceived value.

Identifying and selecting main and filler items for bundles requires a deep understanding of player preferences, game dynamics, and value perception. By carefully curating these bundles and constantly refining them based on player feedback and market trends, game developers can create compelling offers that resonate with their player base.

The main items are the centerpiece of any bundle. They catch the player’s eye and are often the primary reason a player considers a purchase. To identify the main items for a bundle:

• Look at the popularity and desirability of items in the game. Excellent main items will be those in high demand, either because they offer significant advantages in the game or are aesthetically appealing (such as rare skins or powerful weapons).

• Consider items that are exclusive or difficult to obtain through regular gameplay. These might include limited-time items, event-specific gear, or items typically earned only by reaching high levels.

• Try to sell items that players keep permanently (as opposed to consumables). Many players view their gaming experience as an investment, and permanent items will psychologically justify their purchase.

Filler items complement the main item and add extra value to the bundle. When selecting filler items:

• Choose items relevant to the player’s needs and complement the main item. For instance, if the main item is a character skin, filler items could include matching accessories or in-game currency.

• Select filler items that enhance the effectiveness of the main item. For instance, if the main item is a powerful weapon, include ammo or upgrades for that weapon as filler items.

• Ensure filler items are not just fluff. Each item should have its value and not just be included to increase the number of items. Avoid items that the player may already have in abundance.

The combination of main and filler items should make sense both in terms of gameplay match and perceived value. Here are the general guidelines:

• Maintain a theme or narrative within the bundle. If the main item is a part of a specific game lore or event, the filler items should relate to this theme.

• Make sure the bundle seems like a better deal than buying the items separately. The added value of the bundle comes from how well the items work together, not only from price reduction.

• Consider different player types when creating bundles. For instance, new players might prefer bundles with items that help them get started and progress quicker, while veteran players might be more interested in exclusive and rare items.

• While the concept of a “bundle” implies including various items, too much diversity does not always translate to higher perceived value. There is a point of diminishing returns where adding extra items no longer increases the perceived value.

• The number of items in a bundle should be such that the decision to purchase is as simple as possible. The more options and calculations players have to consider, the higher the cognitive load. If players need to spend time calculating the cost, the bundle is too complex.

Finally, it’s crucial to test different combinations of main and filler items and gather player feedback. This can be done through limited-time offers, A/B testing, surveys, and analysis of purchase patterns. Understanding player preferences and behaviour will guide you in refining the bundle offerings to better match player interests and increase their appeal.

3.3 Limited deals

Applying limitations to items and bundles is a popular way to increase sales. Limited-time and amount offers capitalise on the psychological aspects of urgency and scarcity, while limited-access offers provide targeted incentives that encourage player progression and engagement. By strategically applying these limitations, game developers can create a more exciting and effective shopping experience.

Limited-time offers create a sense of urgency, prompting players to purchase quickly before the offer expires. This psychological trigger, the fear of missing out (FOMO), can significantly boost conversion into purchases.

The general recommendation would be to clearly communicate the offer’s time frame and use countdown timers to reinforce urgency. To increase offer relevance and appeal, you can align limited-time offers with events, seasons, or game milestones.

Offering a limited number of bundles or items creates an exclusive scarcity, making an offer more desirable. Additionally, players are more likely to purchase if they know that only a limited number of players can own a specific item or bundle.

Display a real-time counter showing how many items or bundles are left. It reinforces the scarcity and adds a dynamic and engaging element to the shopping experience. To maintain players’ trust, ensure the scarcity is real and not just a marketing tactic.

Limiting access to bundles and offers based on player level, progression, status, or achievements creates personalised incentives. It encourages players to progress further in the game to unlock more interesting deals.

Last but not least, it’s always a good idea to tailor offers to different player segments based on their gameplay history. For instance, new players can receive offers that help them catch up quicker, while veteran players might have access to exclusive high-end items. This targeted approach makes the offers more relevant and appealing to each player segment. We will discuss segmentation and personalisation in chapter four. 

You can download a full copy of the ‘Best practices for in-game shops’ digital book here.