The germ game design framework for user engagement, retention, and monetization

Abstract

Many video game development teams passionately pursue innovative concepts they believe will appeal to users, often resulting in well-crafted games as products. However, despite the creativity and effort of the teams, the resulting games frequently fail to realize their full audience potential and economic viability. This thesis presents the GERM framework to enhance user engagement, retention, and monetization in video games. The framework is named GERM, which is short for Game Engagement, Retention, and Monetization, to emphasize its focus on strengthening these three foundational areas. The framework elements are a Multi-Objective Goal Generator, Reward System, Timer Scheme, Social Dynamics, Enhancers, Obstructors, Monetization Design, Analytics Design, Impression Design, and Novelty. The framework was devised following a comprehensive review of successful video games, experience in the video game development field, and a study of the psychological factors relevant to game success. Following a concise description of each component of the framework, the thesis discusses the Phased Integration methodology, which is a five-phase process for applying the framework during game development and enhancement. In the first phase, the Assessment Phase, a game is evaluated using the Game Assessment (GERMAF) form, which scores the game across the elements of the GERM framework. This scoring identifies areas needing improvement, which guides attention to weaker points in the Engagement, Retention, and Monetization strategies. Next, the Engagement Phase targets elements that directly influence player engagement, establishing a foundation for sustained interest in the game. The Short-term Retention Phase then addresses elements focusing on player retention during the early stages of player engagement. The Monetization Phase focuses on the game’s monetization design elements to increase profitability. Finally, the Long-term Retention Phase focuses on strategies that promote extended player retention, such as planned updates and dynamic content. A case study was conducted on a live game named One Shot Golf, which faced challenges in user retention and overall profitability. The game’s engagement, retention, and monetization features were evaluated using the GERM Assessment form (GERMAF). This assessment identified areas for improvement across the game. Several features were proposed and discussed with the game’s design team. In conclusion, this thesis presents a comprehensive framework for enhancing user engagement, retention, and monetization in video games. The framework extends beyond current industry practices and encourages game developers to innovate and tailor strategies aligned with their game’s design and audience. Future research could test the applicability of this framework across diverse game genres. The applicability of the framework to software design could also be investigated.