Agenda
Funding the Fashion Wars: Guild Wars 2's Case for Player-Friendly Monetization
Stef Wu (Lead Product Manager & Head of Monetization, Guild Wars 2, ArenaNet)
Pass Type:
Academic Pass, Festival Pass, Game Changer Pass, Indie Pass, Start-Up Pass -
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Track:
Business Strategy, Design
Audience Level:
Intermediate
Format:
Lecture
Vault Recording: TBD
Audience Level: Intermediate
We've come a long way since horse armor. Customization gives players a way to express their identity, creativity, and connection. But delivering that freedom at scale while balancing player expectations around price with the economics of operating a live-service game remains a complex challenge. In this session, Guild Wars 2 Head of Monetization Stef Wu examines how teams can maintain commercial success while maintaining player-friendly monetization. Using examples from Guild Wars 2, she explores proven methods on how maintain strong monetization while putting players at the forefront of feature development and decision making.
Takeaway
Viewers should leave this session with a better understanding of not just how Guild Wars 2 has approached our cosmetics strategy to keep things feeling relevant and fair for our players, but also how they can keep these learnings in mind when designing and maintaining their own cosmetic monetization systems.
Intended Audience
This session is intended for game designers, producers, product managers, artists, technical developers, and business leaders involved in customization or cosmetic content. Familiarity with game development is helpful, but no prior experience with monetization or live service games is required.