![]() ![]() One of the reasons why collabs are so effective is that for the super fans of an IP, missing out on their favorite characters or franchises can be painful, especially for kids. In turn, it becomes exponentially harder to get the one thing someone wants. With Gacha games, the longer a game is out, the more characters and options become available. Limited-time content manipulates consumers into putting more value on something because if they can’t get it now, they may never be able to get it. With everything said, however, FOMO design may be good for game developers and publishers, it is also one of the most abusive monetization tactics around. When Genshin Impact was released internationally in 2019, it made $60 million within its first week thanks to its first limited-time banner. Whether it is a cosmetic that makes them stand out, a new character for their build, something rare, or all the above. What makes FOMO design far better than “fun pain” is that it provides something of value to the player. This is why Angry Joe decided to check out Fortnite during the Superman event, but there are so many more examples far more than I mentioned at the start. ![]() When a big-name collab is put into a game, you not only get people who are interested in collecting everything, but fans of those IPs interested in it. In Princess Connect, one of the best characters in the game can only be unlocked for about three weeks a year during the summer event.Ĭollab events are great for raising awareness, and money, for a gameĬollaborations between IPs and celebrities are also big money-making events that developers have made use of. Many titles have limited-time events, or seasonal events, where specific characters, skins, cosmetics, etc., can only be obtained either by getting lucky or spending money. For hero collectors and gacha-styled games, limited-time banners are a great way to drive interest - and money - to these games. ![]() FOMO DesignįOMO is one of the most effective forms of monetization and has been the cornerstone of many games released in the past five years. While consumers have certainly expressed their thoughts on Kickstarter rewards, there has been relatively little blowback when it comes to the use of FOMO in F2P and mobile games. Consumers are fine with things like having a character or content named after a backer but seeing something in-game that is permanently inaccessible due to being backer’s only was a step too far for them. This strategy then extended into Kickstarter with having “backer-exclusive rewards.” What ended up happening is that while this content was great for the people who got it, it became a repellent for those that didn’t. For consumers of video games, there is this intense hatred of not having access to 100% of a game’s content, and developers and publishers have been exploiting it for years.ĭuring the 90’s and early 2000s, preorder bonuses and collector’s editions would come with content that you couldn’t get anywhere else or after a game’s release. One of the more effective marketing campaigns for any product is the limited-time event, whether we are talking about TV shows, special cereal, or a certain McDonalds’ dipping sauce mentioned on a cartoon. However, these games are the extreme examples of a marketing tactic that is very harmful to both developers and consumers - the fear of missing out or “FOMO.” From celebrities like Arianna Grande appearing in Fortnite, to Rainbow Six appearing in Arknights, and the multiple horror franchises that are a part of Dead by Daylight, and many more. And from there, this has evolved into massive collaborations between IPs and celebrities leading to a lot of money and awareness. The rise of live service games has also created a new marketing tactic beyond just loot boxes and gachas - limited-time events.
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