Money A Turn Off (It Turns Out)


A whopping 62% of gamers pull the plug on their game experience when faced with in-game monetisation methods, a survey by betting site BuddyBet revealed. Further to this, 25% avoid online and mobile games altogether precisely because of these unwanted interruptions.

Jarrod Epps, CEO and Founder, BuddyBet, commented:

“[P]opular monetisation models risk alienating gamers due to the negative impact they have on the gaming experience, likely shortening lifetime user engagement and in-turn reducing the lifetime value of a player.”

Approximately two thirds of the U.S. population still play console, mobile and online games. Of this number, however,  44% feel in-game ads and requests for payments ruined the gaming experience.

Epps goes on to say:

“The challenges around advertising and pay-to-play approaches mean that innovation is needed.”

He cites BuddyBet’s model as one that could potentially break the mould of established monetisation methods: cash + competition.

“By tapping into innate competitive instincts and formalising people’s propensity to make and accept friendly bets, this study shows in-game P2P betting for real money provides a viable monetisation alternative for game developers, gaming networks and communities.”

So, what would bringing the age-old ‘Double Dare’ into the world of gaming mean for ELT game developers and the learners playing them? Would learners respond to being bet upon by their peers to, for example, achieve the highest score in a language learning platform?

It’s a question that has various ‘ELT ethical’ issues bubbling away beneath it, but perhaps it’s only a matter of time before we see a similar approach to language learning.

Photo Credit: Astrid Photography. via Compfight cc

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