How much should you pay for a game?
You've written your Killer App, now it's a matter of selling it. But at what cost? Ewan thinks about the issue of pricing games and applications in the modern world. In response, Steve points out the true cost of gaming and argues that purchase price is almost irrelevant. Comments welcome!
Tuesday's review of Brothers in Arms for the Next Gen N-Gage platform led to some interesting discussions in the comments on one of the under-reported issues in mobile application development - that of the cost of a game. Even with the various options available to promote a game, be it the N-Gage's options for free demos and time limited ‘full' versions of the game at reduced cost, or Sony Ericsson's Try and Buy system of shareware demos; the ultimate decision on whether to make a purchase will usually be determined by the price of the title in question.
So how much should you charge? Well it's not an easy question to answer. The obvious reply is "as much as you can get away with", but how do you get to that number? And would you sell more copies at a lower price, thus gathering more revenue? If you work out the magic formula, let everyone know.
Published by Rafe Blandford at 10:06 UTC, July 17th
Categories: Software, Editorial Thoughts
Platforms: General, N-Gage, S60 3rd Edition
News Discussion
Tzer2
Comment: [quote]there is a psychological barrier above £5[/quote]
...in Britain, but most people don't use the pound.
For most potential customers, N-Gage games cost 7 or 10 euros, or 10 or 13 dollars, so there aren't the same psychological barriers.
On the other hand, maybe £5 is a good price point. If all N-Gage games were £5 each (or £4.95 or whatever), that would bring it well below the 10 euro psychological barrier, and it would also bring it (just!) below the 10 dollar psychological barrier too. Future currency fluctuations could wipe all this out though...
Whatever the price level, it will be a LOT easier to bring down game prices if N-Gage gets a mass userbase, so it once again comes down to getting the client embedded on as many phones as possible as quickly as possible. There is no more important goal for N-Gage right now than to widen its audience, which in turn will allow more flexibility with prices and attract more third party support too.
The dollar level is particularly worrying for N-Gage because the weakness of the dollar means the games seem much more expensive to Americans than to Europeans. On the other hand there aren't many S60 devices in the US so they're not that big a market for N-Gage.
In theory it's fair to charge everyone the same for the same game, but Americans are used to paying US$50 for a PS3 or Xbox 360 game, while Europeans pay US$100 for the same games. As Ricky Cadden pointed out on Symbian Guru, there may be potential marketing problems with using the same price level worldwide, because people compare game prices to games being sold at retail locally rather than globally. I disagreed with Ricky at the time, but now I'm starting to agree with him. It's not fair to have different prices, but it may be important commercially.
...in Britain, but most people don't use the pound.
For most potential customers, N-Gage games cost 7 or 10 euros, or 10 or 13 dollars, so there aren't the same psychological barriers.
On the other hand, maybe £5 is a good price point. If all N-Gage games were £5 each (or £4.95 or whatever), that would bring it well below the 10 euro psychological barrier, and it would also bring it (just!) below the 10 dollar psychological barrier too. Future currency fluctuations could wipe all this out though...
Whatever the price level, it will be a LOT easier to bring down game prices if N-Gage gets a mass userbase, so it once again comes down to getting the client embedded on as many phones as possible as quickly as possible. There is no more important goal for N-Gage right now than to widen its audience, which in turn will allow more flexibility with prices and attract more third party support too.
The dollar level is particularly worrying for N-Gage because the weakness of the dollar means the games seem much more expensive to Americans than to Europeans. On the other hand there aren't many S60 devices in the US so they're not that big a market for N-Gage.
In theory it's fair to charge everyone the same for the same game, but Americans are used to paying US$50 for a PS3 or Xbox 360 game, while Europeans pay US$100 for the same games. As Ricky Cadden pointed out on Symbian Guru, there may be potential marketing problems with using the same price level worldwide, because people compare game prices to games being sold at retail locally rather than globally. I disagreed with Ricky at the time, but now I'm starting to agree with him. It's not fair to have different prices, but it may be important commercially.
lynchem
Comment: N-Gage titles are too expensive and generally of poor quality. I don't see why they don't put the price lower so they can sell more copies. To buy a game for me it's 10yoyos. That's the same as I'd pay for a bargain PC title which will certainly have more depth to the gameplay and be a more enjoyable experience.
Part of the reason N-gage titles are overpriced is that fact that Nokia phones (and phones in general) are not very adapted to gaming yet. We need buttons on both sides and silly buttons that open gallerys automatically need to be disabled during games or moved out of the way.
Also, these device buttons need labelling with an X,Y,A,B or something like that so controls are easy to pick up. Currently most games are thumb games which don't have much depth of gameplay due to this limited control system.
Adventure games would be the only exception where the device is not holding back development of good games which inturn might warrant higher prices but currently there's no way I'm giving Nokia 10yoyos for a half arsed conversion of a PC/Console title or some of these 3D graphics demos they're calling games.
Part of the reason N-gage titles are overpriced is that fact that Nokia phones (and phones in general) are not very adapted to gaming yet. We need buttons on both sides and silly buttons that open gallerys automatically need to be disabled during games or moved out of the way.
Also, these device buttons need labelling with an X,Y,A,B or something like that so controls are easy to pick up. Currently most games are thumb games which don't have much depth of gameplay due to this limited control system.
Adventure games would be the only exception where the device is not holding back development of good games which inturn might warrant higher prices but currently there's no way I'm giving Nokia 10yoyos for a half arsed conversion of a PC/Console title or some of these 3D graphics demos they're calling games.
Unregistered
Comment: I don't mind paying more for a game I know is going to bring me a LOT of fun. I can't stand all these lame java games being released that are slow, clunky, and short.
Here's a good example. I found the "total air mayhem" game in the Nokia Download! app, and I decided to try it out. The demo gives you ONE life. Once you die, the game is over.
I BEAT THE GAME WITHOUT DYING. I would have felt like such an asshole buying a game I beat in 5 minutes.
Games like lament island, Crash Bandicoot Nitro Cart, Sky Force, etc, are GREAT games that I wouldn't mind shelling out $20US for.
Here's a good example. I found the "total air mayhem" game in the Nokia Download! app, and I decided to try it out. The demo gives you ONE life. Once you die, the game is over.
I BEAT THE GAME WITHOUT DYING. I would have felt like such an asshole buying a game I beat in 5 minutes.
Games like lament island, Crash Bandicoot Nitro Cart, Sky Force, etc, are GREAT games that I wouldn't mind shelling out $20US for.
Unregistered
Comment: I'm from india and usually play lot of mobile games. I do love the ngage platform but i have few complains about the pricing of ngage games.
First of all, i'm big fan of brother in arms. N was very excited when ngage version was launched. Was totally disappointed to see price so high n demo of only 20 seconds. In indian rupees it comes to about 500rs. That's too much for a mobile game. We get pc titles for that price in india.
Had it been little less pricing, i would have happily purchased it but now i'm not gonna buy it. I will wait for a cracked version from BinPDA instead. Even if it releases one month later.
First of all, i'm big fan of brother in arms. N was very excited when ngage version was launched. Was totally disappointed to see price so high n demo of only 20 seconds. In indian rupees it comes to about 500rs. That's too much for a mobile game. We get pc titles for that price in india.
Had it been little less pricing, i would have happily purchased it but now i'm not gonna buy it. I will wait for a cracked version from BinPDA instead. Even if it releases one month later.
Bosambo
Comment: Hi all...I'm guessing this is all my fault. Id like to say again, I was not bashing the N-Gage platform, I was simply saying that, for me anyway, £8 for THAT game seemed steep. I also mentioned I felt the £6 I paid for Brain Challenge was more than reasonable.
I think Steve hit it on the head...if I pay more for a game, shouldn't I expect to spend more time with it? Brothers In Arms has a finite amount of play to it. Pro Golf will be played for months maybe years still. Brain Challenge is also one that seems to not have an end to it. Then there are your puzzle titles lilke the ageless Tetris and action titles like Snake that you just pick up and play. These all offer different experiences and should have varying price points. And then when you factor in that other platforms have downloadable games at the £5 price point, for what would be arguable a more comfortable gaming experience (dedicated controls more suited than the N81's and larger screens) you wonder what the incentive is for the extra £3 or £4.
One of my favourite mobile games was K-Rally...I paid almost £10 for that because it was quality...so it's not the £5 barrier...it's my own perception of enjoyment...I just didn't think BIA was worth it, I never meant to imply it wasn't worth it to some.
One last thing...the main advantage of N-Gage is you can be sitting somewhere, on the bus, or on your lunch break and just decide "I'll get a new game" and I think the £5 range is perfect for those sorts of impulse buys...most people rationalise it by comparing to the price of a fast food meal. £8 could get me a decent pizza or pasta dish at Pizza Express...a little better than the burger and chips I'd get for a fiver.
I think Steve hit it on the head...if I pay more for a game, shouldn't I expect to spend more time with it? Brothers In Arms has a finite amount of play to it. Pro Golf will be played for months maybe years still. Brain Challenge is also one that seems to not have an end to it. Then there are your puzzle titles lilke the ageless Tetris and action titles like Snake that you just pick up and play. These all offer different experiences and should have varying price points. And then when you factor in that other platforms have downloadable games at the £5 price point, for what would be arguable a more comfortable gaming experience (dedicated controls more suited than the N81's and larger screens) you wonder what the incentive is for the extra £3 or £4.
One of my favourite mobile games was K-Rally...I paid almost £10 for that because it was quality...so it's not the £5 barrier...it's my own perception of enjoyment...I just didn't think BIA was worth it, I never meant to imply it wasn't worth it to some.
One last thing...the main advantage of N-Gage is you can be sitting somewhere, on the bus, or on your lunch break and just decide "I'll get a new game" and I think the £5 range is perfect for those sorts of impulse buys...most people rationalise it by comparing to the price of a fast food meal. £8 could get me a decent pizza or pasta dish at Pizza Express...a little better than the burger and chips I'd get for a fiver.
ccraig
Comment: If the game's were £3 or £4 people would be complaining the games are too small and not worth playing ,with no depth.
Same as already been said about the current game's ,PPL leaving comment's like "Make some £20 games we don't mind paying as long as the games are long and full of game play"
them comment's was directed at WSOP ,BB, tetris and even Snakes Subsonic .
On the other hand there is people who think £8 is too much .
but paying any less for the games will end up with direct port's of Sis & java version's without even graphic's enhancment's or any extra's
you get what you pay for.
if £8 is too much get the cheaper Sis version or Java.
People have a lot of choice which is good and are not forced to buy the expensive version's of games.
Edit: N-gage prices baffle's me who /how they decide what is a £6 or £8 game ?
Mile High Pinball= great game =£6
sims2pets =worst game ever=£8
i jus't can't get my head around it
Same as already been said about the current game's ,PPL leaving comment's like "Make some £20 games we don't mind paying as long as the games are long and full of game play"
them comment's was directed at WSOP ,BB, tetris and even Snakes Subsonic .
On the other hand there is people who think £8 is too much .
but paying any less for the games will end up with direct port's of Sis & java version's without even graphic's enhancment's or any extra's
you get what you pay for.
if £8 is too much get the cheaper Sis version or Java.
People have a lot of choice which is good and are not forced to buy the expensive version's of games.
Edit: N-gage prices baffle's me who /how they decide what is a £6 or £8 game ?
Mile High Pinball= great game =£6
sims2pets =worst game ever=£8
i jus't can't get my head around it
wampyre
Comment: "I pay for quality" is a saying that goes.
It applies to me and that's what I follow.
What do I mean with quality?
As Mr. Steve mentioned good and lasting gameplay, but I would add the
fact that the game most also be solid (Not lag to much etc.)
I thought that BIA was a bit pricey but did buy it right after.
I soon discovered that it was a bit laggy on my phone
(even after a fresh restart)
to my big dismay.
The most games up until now have been so-so.
The game which I really think was worth all the money is COTD.
Besides that some titles are expensive, some of Gameloft's titles won't even let you play music/podcast in the background without rendering the quality of gameplay totally useless.
Try playing Asphalt 3 or BIA with music on.
It's impossible.
Now look at for instance COTD, Space Impact and System Rush which is also quite intensive with lot's of things happening.
Here you can play music in the background without any fuss.
I would gladly pay for games that are good, no doubt about it.
But the solutions that Gameloft have given is overall not worth the money.
They should have priced the games down.
That infact goes for some of the other games.
As some games are really childfriendly, it would be costly for a child/youth to buy such games on their simcards.
(I admit the fact that you can buy the games yourself and then let the child or younger relatives play)
But taken the fact that many children / youths go around with mobilephones today, this is something to consider. N-gage as I see it is not fully targeted at a specific costumer of age, but rather on the N-series (and other) devices itself.
I know that many of my younger brother's friends owns N-series devices in which it would be costly for them.
(I personally don't have that much of an issue as a pack of cigarettes costs the same as of a N-gage game on the upper price levels. Besides lasting longer >_<)
It applies to me and that's what I follow.
What do I mean with quality?
As Mr. Steve mentioned good and lasting gameplay, but I would add the
fact that the game most also be solid (Not lag to much etc.)
I thought that BIA was a bit pricey but did buy it right after.
I soon discovered that it was a bit laggy on my phone
(even after a fresh restart)
to my big dismay.
The most games up until now have been so-so.
The game which I really think was worth all the money is COTD.
Besides that some titles are expensive, some of Gameloft's titles won't even let you play music/podcast in the background without rendering the quality of gameplay totally useless.
Try playing Asphalt 3 or BIA with music on.
It's impossible.
Now look at for instance COTD, Space Impact and System Rush which is also quite intensive with lot's of things happening.
Here you can play music in the background without any fuss.
I would gladly pay for games that are good, no doubt about it.
But the solutions that Gameloft have given is overall not worth the money.
They should have priced the games down.
That infact goes for some of the other games.
As some games are really childfriendly, it would be costly for a child/youth to buy such games on their simcards.
(I admit the fact that you can buy the games yourself and then let the child or younger relatives play)
But taken the fact that many children / youths go around with mobilephones today, this is something to consider. N-gage as I see it is not fully targeted at a specific costumer of age, but rather on the N-series (and other) devices itself.
I know that many of my younger brother's friends owns N-series devices in which it would be costly for them.
(I personally don't have that much of an issue as a pack of cigarettes costs the same as of a N-gage game on the upper price levels. Besides lasting longer >_<)
Attila
Comment: It might be a bit steep statement but shouldn't ngage games be cheaper and/or better than games currently available for s60 v3?
why would anyone want to pay [I]more[/I] for a game which is worse and if he wants to keep on his next phone, he can buy only one 5 models?
a lot more difficult to answer this question if you are a developer. why would you want to limit the number of potential buyers PLUS lose most of those because of the higher price range?
so far I couldn't feel any level of excitement when I thought of NGage2, except for the loss of Creatures of the Deep.
why would anyone want to pay [I]more[/I] for a game which is worse and if he wants to keep on his next phone, he can buy only one 5 models?
a lot more difficult to answer this question if you are a developer. why would you want to limit the number of potential buyers PLUS lose most of those because of the higher price range?
so far I couldn't feel any level of excitement when I thought of NGage2, except for the loss of Creatures of the Deep.
Unregistered
Comment: I don't play any games but the people I know that do have tried one N-gage game and decided it wasn't a viable portable platform and have gone back to DS Lite and PSP.
They have a point. Phone games are only going to be quick time fillers, waiting for a bus/train etc and should be priced accordingly. I mean very cheap or free.
They have a point. Phone games are only going to be quick time fillers, waiting for a bus/train etc and should be priced accordingly. I mean very cheap or free.
aquawell
Comment: Hello all,
Mobile gaming gives a lot of challenges for developers. Screen size ( PSP have a much bigger one) and different orientations ( or even resolution for E90 ). Memory footprint. Different CPUs speed. Afwul keypads. Developing for PSP is much easier in game design sence.
"Handango and Co" grabbing more than 50% of title price. So real price of game should be cutted twice.
That is 2 most important reasons for game pricing.
Mobile gaming gives a lot of challenges for developers. Screen size ( PSP have a much bigger one) and different orientations ( or even resolution for E90 ). Memory footprint. Different CPUs speed. Afwul keypads. Developing for PSP is much easier in game design sence.
"Handango and Co" grabbing more than 50% of title price. So real price of game should be cutted twice.
That is 2 most important reasons for game pricing.
N95IIuser
Comment: looks good, games disappoint a bit so far. Think that as the potential user base is in the billions, that the games should be a cheep as they can possibly make em. - people wont by them otherwise unless they have money to burn. Needs a couple of years for the tek to make the phones faster and easier to play. Glad my kids don't have them! (yet)
aquawell
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Gameplay video:
[url]http://ru.youtube.com/watch?v=z5w_A3cqudo[/url]
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Gameplay video:
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