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Good Design Makes Happy Customers: A Microtransaction Design Primer


Crystin Cox (Game Director, ArenaNet)

Location: Room 2014, West Hall

Date: Wednesday, March 21

Time: 3:30pm - 4:30pm

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Design

Format: Session

Vault Recording: Video

Audience Level: All

Game designers should be driving excellent microtransaction design for their games and yet what it takes to make well designed microtransaction items and systems remains poorly understood, which means business or marketing teams are often left to fill in the gaps. In this session, microtransactions will be examined through the lens of design, focusing on practical techniques for improving design quality in microtransactions. Crystin Cox will share her experience both leading microtransactions design efforts for games like 'Guild Wars 2' and 'MapleStory', and training designers to confidently and consistently design high quality microtransactions.


Attendees will learn the core design principles that drive good microtransaction design and get examples of how to apply and evaluate them in their own work. Attendees will come away more able to confidently drive microtransaction design decisions.

Intended Audience

Designers who are responsible for the design and implementation of microtransactions for their games as well as anyone who wants to better understand what goes into designing microtransactions.