GDC 2025 Session Viewer
Live Service Games Summit: From Anchors to Zeigarniks: A-Z of Behavioural Psychology in F2P
Tim Shepherd (Product Manager, Metacore)
Pass Type: All Access Pass, Summits Pass - Get your pass now!
Track: Live Service Games
Format: Lecture
Vault Recording: TBD
Audience Level: All
People are quite good at describing what it is they play, but not very good at explaining why they do so. In this choose-your-own-adventure presentation, we will explore practical applications of behavioral psychology to various aspects of gaming, and identify the why's behind the what's.
This fun, mildly interactive, and occasionally provocative lecture will expose the unconscious decision-making processes that occur when players are deciding which game to install, how often to play, and if they want to pay. By understanding these processes, game designers, product managers, and marketers will be better equipped to leverage common cognitive biases to deliver great experiences and meet goals.
From Anchoring to FOMO, Monte Carlo to Zeigarniks, and everything in between! We will cover a range of well-known heuristics, a few surprise entries, and tons of examples across leading mobile titles
Takeaway
Introduction to some of the common subconscious biases found in all humans, and how games can leverage them to develop more meaningful and performant experiences for players. Attendees will walk away with an understanding of the logical, illogical, and sometimes counterintuitive reasons why people install, play, and spend in games.
Intended Audience
Games designers, product managers, UI/UX designers, and marketers, with a focus on F2P mobile. Anyone interested in influencing player behavior from the top of the marketing funnel, through to sticky gameplay mechanics, and compelling monetization.