Not too long ago, Nintendo vowed to never make mobile free to play games. Their own hardware is too important, the “Nintendo-factor” incompatible with free to play games. First, they yielded on hardware, with the release of Mario and then on free to play through collaborating with Niantic, creating the superhit Pokemon Go. A patchy success history followed, with some projects like Fire Emblem Heroes becoming hits, and others, like Pokemon Quest and Animal Crossing, opportunities to learn. Is Dragalia Lost proof that Nintendo can achieve continuous success on mobile or another missed opportunity?

Both Pokemon Go and Fire Emblem Heroes are seen as something of a surprise hit, vastly outperforming expectations. Dragalia Lost, in turn, is a much more predictable marriage, with free to play ancient Cygames (of Rage of Bahamut fame) adding tried and proven monetization design and expert systems knowledge to Nintendo’s famous world building and quality standards.

Written by  Florian Ziegler, who just recently  started up his consultancy Lava Lake; with additions by Adam Telfer.

How well is Dragalia Lost doing?

Dragalia Lost has had a weird launch approach. Rather than launch in minor market that behave similar to their major markets (ex. Canada, Australia), Nintendo launched Dragalia in Japan, Hong Kong, and the US first. A bold soft launch, but one where they will clearly see the success of the game.

Thus far, roughly 40 days from launch, the game initially peaked on the US Top Grossing charts, but has since fallen. Now it is still falling from the Top 250 Grossing.

So is the game performing poorly? Not necessarily. The japanese app store tells a different story:

While in the US the game is fading fast, this game looks to be a new staple on the Japanese Top Grossing charts.

Yet what sends signals that this game may be a contender is that these grossing ranks have sustained despite the game dropping off significantly in downloads. This is a soft launch, not a global launch, so it’s unlikely that Nintendo have put much effort into marketing the game yet. As of now, Sensor Tower estimates that the game has racked up over 2 million downloads in soft launch, but has already generated over $27 million.

Yet to put this in context historically, let’s compare the launch of Dragalia Lost in the US with Fire Emblem Heroes, Nintendo’s best performing free to play game to date:

Surprisingly, the game is actually hitting roughly the same per user numbers at this point is a strong indicator of success. So it’s likely that even though the game is fading from the top grossing charts in the US, the game is actually performing well on a per-user basis.

So the real question is — can Nintendo effectively grow this game to the same size as Fire Emblem Heroes? Can Nintendo repeat the success of Fire Emblem with a brand new IP?

Intro to Dragalia Lost

Dragalia Lost takes players into a familiar world of high fantasy, in which humans form special bonds with dragons to enhance their powers. Unlike previous Nintendo titles, Dragalia is an entirely new IP, relying entirely on the high-quality characters and beautifully crafted experience to draw players in.

Action Phase Gameplay

Dragalia’s action phase is a top-down 3D action RPG game. Players can use a single tap to attack, move their thumb to steer and trigger special abilities of their characters or their dragon form. The gameplay is very similar to pre-idle period mobile action RPGs like White Cat Project, with an optional “auto” button that essentially turns it into Nonstop Knight.

All of it is easily played with one hand and one finger in portrait mode, making it highly accessible. Auto gameplay is relatively efficient, and if you have the needed meta power you only have to trigger abilities when they are ready and otherwise watch the game play out.

Taking manual control is only useful to maximize the rewards from treasure boxes that are sometimes out of the way of the AI combat path, or for special bosses that require more thoughtful positioning and dodging than the control algorithms are capable of.

All in all, the combat is casual enough to be left alone, but has the potential for deep boss raid gameplay, which the game offers to engaged players.

Already completed grind battles can be skipped with skip tickets, which are not monetized.

Pre-Battle Phase

As the junction between action phase and metagame, the pre-battle phase is where players determine their team strategy and loadout. Key to winning is the elemental alignment of the characters (fire, water, wind, dark and light), and how it corresponds to the battle at hand. Another factor is the character’s class (attack, support, defense, and healing), and associated weapon (sword, axe, dagger, saber, lance, bow, staff and wand).

As the combat allows for this kind of depth, badly constructed teams (such as all support characters) tend to fail frequently, giving players another reason to maintain a large roster of characters.

With four characters, each with three potential slots (weapon, Wymprint and dragon form), making the right choice can be a complicated undertaking. Cygames has, however, simplified the process massively by giving you an optimization button that tailors the setup to whatever is the most effective elemental setup at hand. This means the amount of character and item management is massively reduced compared to other games of this type.

Systems Overview

Gacha RPGs essentially run on their system design, and from a systems standpoint, Dragalia is a massive game. To understand how it can generate the staggering $15 ARPI per player, the best way is to showcase the immense breadth and depth of its progression system.

As you can see, the game follows the classical trinity core loop of fight – get resources – upgrade. Where many games keep this pretty straightforward and potentially expand in the future, Dragalia comes with an an astonishing array of of sub-systems. In fact, they apply almost every commonly successful meta progression system on the planet. With those systems added in, a game map of Dragalia looks more like this:

That’s a lot of game! We will go through these systems one by one to explain how they work.

Adventurers

Players acquire adventurers from events and the gacha system, ranging from 3-5 stars in rarity. Adventurers have one of five elements (wind, fire, water, dark and light), and can each be equipped with a weapon, a Wyrmprint (essentially an upgradable ability) and a dragon form into which they can morph during battle.

Adventurers gain XP by battling, but can also be levelled with an XP currency called crystals. Duplicate adventurers are converted to Eldwater, which in turn allows 3 and 4 star adventurers to be “unbound” meaning they can become 4 and 5 stars respectively.

Additionally, each adventurer has a “mana circle” which is essentially a character’s skill tree. It unlocks stat bonuses and skills, and it, too can be “unbound” using special materials only found on certain recurring weekday events. The amount of mana circles (and hence power options) depends on rarity, and lower rarity characters need significant amounts of investment to break their limits to unlock them.

Dragons

Adventurer’s can turn into dragons for a limited time during combat, giving them strong power increases and new special abilities. Dragons can be levelled using a special dragonfruit currency to increase their power up to a certain level cap. Getting duplicates of a dragon allows the dragon to be “limit-broken”, meaning they can now have a higher level limit cap for further upgrading.

As an additional action, players can visit their dragon’s roost and give them gifts in the form of Rupies (Dragalia’s soft currency). In turn, the bond strengthens, which gives the player more time to use the dragon form. The dragon returns the gift by bestowing random item rewards onto the player.

Dragons have individual elemental alignments, and it is possible to give a fire adventurer a water dragon, in case a player cannot muster the right high-level elemental fighters for a specific challenge.

Wyrmprints

Wyrmprints are equippable trading cards that add or alter the adventurers ability. They, too, can be levelled using their own currency and limit broken with gacha duplicates. This means that to fully level up a 5 star top rarity Wyrmprint, you would need to acquire four duplicates (appearance rate of a specific 5 star Wyrmprint is 0.083% at the time of writing) and then acquire enough specific levelling materials or dud Wyrmcards to feed into them to level them up.

Some Wyrmcards are event specific (such as the anti-boss card shown above) and are needed to get the necessary horsepower to beat the bosses at highest levels, creating the need to go through the entire journey to max out an item that is not very useful outside the event. This is a powerful way to monetize whales that have all other standard game content already.

Like dragons, they can be equipped onto any character, but usually inherently are the right choice for certain classes (such as bestowing healing bonuses onto healers).

Weapons

Weapons can be found or crafted, and are not found in the main gacha. Crafting them requires rare materials that players have to grind, gacha or purchase. Just like dragons and Wyrmprints, they are levelled and limit broken with their own currencies.

Rare elemental versions of weapons can be created, which give 50% damage bonuses to characters of the same alignment. The 4 star and 5 star versions of the elemental weapons tend to be very hard to craft, with very rare materials involved, but crucial to late game success.

Being able to craft these high level weapon in the first place is dependent on the Smithy building in the Halidom.As a further connection between Halidom and the weapons system, after a substantial amount of time in the campaign, Dojos can be built to give buffs to your various weapons.

Dependence of the weapon system on the kingdom builder part of Dragalia forces players to have a steady predictable progression metaphor that is based on time, not random drops, until they can craft endgame items.

Halidom

The Halidom is a kingdom builder, and plays by the standard rules of builder conventions. Buildings costs soft currency, time and sometimes crafting materials to build, and there are a limited amount of builders. Building can be finished up quickly for hard currency. Buildings generate resources that can be collected when they are full, and unlock certain features in the game (such as weapon crafting).

Some of the buildings buff your weapons’ and adventurers’ combat power across the board, making progression in the Halidom a long term necessity. On top of that the economic gains the player requires towards higher levels make the return-to-collect mechanic a great retention driver.

Why have all these parallel systems?

As you can see, Dragalia Lost contains a character gacha game, a trading card system, a castle builder, a crafting system and dragon pets, each with their own upgrade paths. Each system is important to progression, none can be left behind to stay competitive. This abundance of systems is Dragalia Lost’s greatest asset, but also likely its greatest curse.

From the perspective of a developer, this is great. The monetization breadth and depth is incredible, and one of the reasons that players engaged in Dragalia Lost are spending so much money in the game for long periods of time. By leveraging almost every successful power progression mechanic known to man, Cysoft has created a large playground to tweak, leverage and incentivize the economy of the game and give players more reasons to spend, and for longer.

Mind that each of these sub-economies are in themselves closed, meaning that (for the most part) the resources required in each of these economies are only used there and nowhere else, making a system of this magnitude mangeable. Each one of them can be altered without affecting the others.

From a player perspective, this approach has its drawbacks, and that becomes evident when comparing the Japanese and US American market. The Japanese are used to highly complex systems and multi-faceted progression mechanics. This is the most likely reason for the big difference in ARPI. The western mid-core audience just doesn’t have the complexity appetite for this many parallel systems. Even Fire Emblem Heroes does not have so many granular avenues to power.

In my opinion, the main reason for the success difference is the progression complexity, in which the best path to power is not necessarily clear. Players that are more used to straightforward and easily accessible power progression will be turned off.

Economy

The plethora of progression systems is but one pillar of Dragalia Lost’s highly monetizing player profile. Cygames’ reliance on a randomized reward system is the other. There is rarely such a thing as a predictable reward in Dragalia.

The Summoning Gacha

Centrepiece of all character gacha games, Cygames’ main gacha cleverly extends the pool of gacha content by adding Wyrmprints and Dragons to the mix. There are 70 launch characters, a base upon which other games could build their entire game, plus 40 dragons and almost 80 Wyrmprints (190 droppable pieces in total). While some of these are currently event-only, the amount of content for the base gacha is staggering, particularly as Wyrmprints and Dragons require many duplicates to be useful in the long run, and can only be equipped on one character!

The large amount of content allows Cygames to be very generous in offering players spins on the gacha, and hence hooking them to the mechanic.

Adding to that, Cygames also applies a “pity mechanic” that increases the chances of pulling a 5 star item (character or otherwise) after a certain amount of summons without 5 star success. This prevents spender churn due to perceived lack of fairness.

While both of these methods sound generous, the chance of getting a rare Wyrmprint is still twice that of a character, and many players end up with these instead of their true desires.

Duplicates can be fed as XP boosters to their own kind, with the exception of characters, who are substituted by a currency called Eldwater, which is used to promote lower characters to a higher rarity and unlock high level skill boosts in mana circles. What is important to note is that at of yet, there’s no endless sink for Eldwater, meaning that at some point the currency becomes useless to high spenders – I will talk about this again in the live service segment.

A crafty way to turn more players into payers is the structure of the gacha summons: a single summon is 150 Wyrmite or Diamantium, the ten-fold summon at 1500 Wyrmite/Diamantium guarantees a 4 star item. The daily single summon ,however, only costs 30 diamantium, meaning that the paid-for premium currency is vastly superior when used in daily trickles, keeping spenders playing!

Item Gacha

Since players are in constant need of a variety of currencies and crafting materials, they get a free spin at the item gacha, which returns a small amount of them. Conveniently living in the shop, this daily habit makes sure players are exposed to any special deals they might want to make use of – or to buy the missing ingredients they hope the item gacha would return.

The item gacha fulfills two important purposes: the first one is to get players to visit the in-game shop daily and come in contact with all potential purchasing offers.

The second is to ensure that players can’t miss out entirely on anything they might need in case they lose overview of the system, or have trouble grinding. Dispensing all types of the commonly needed progression resources, it ensures a minimum amount of power growth, even if a player isn’t fully efficient.

Randomized Battle Rewards

Each time a player fights a battle, they receive a few consistent resources: rupies and mana. On top of this, each level has a drop table of random rewards, that includes weapons and even low-level Wyrmprints. So to find the more tertiary resources only found in drop tables, players need to not only select the right level and fight difficulty, but also get lucky.

There is a small skill component to battle rewards in the form of treasure chests that can be found during battle for going out of one’s way, but their contribution to overall results is relatively minor.

If players need to desperately acquire a certain resource, they have the choice to either fight for randomized these rewards and potentially spend on stamina refills, or they have to buy these resources in shop packs and the item gacha.

Knowing what is the best way to acquire an item, and consequently where to spend most efficiently, is often not clear. This reduces the appeal for players who are used to easily understood power growth, and who are time poor.

At 40 Wyrmite for a stamina recovery, 50 (base) Wyrmite cost for an item summon, or around 30 USD for a pack that contains the item, Dragalia does not make acquiring an distinct item a straightforward purchase decision, either.

Dragon gifts

When gifting to Dragons (which costs Rupies or special purpose items), they offer a random set of goodies in return, along with their increase in dragon bond.

Since Dragon gifts are not very predictable or good return of investment, they are not a good way for the player to advance their progress. However, Talonstones, as pictured above, are given at certain bond levels, which makes leveling dragons relevant at specific points in the upgrade journey.

Event Gacha

If the recent events are anything to go by, Cygames are offering a special gacha type for their unique events. Unlike the other gachas, however, it is a finite gacha (also called box gacha), meaning that once an item is taken out of the pool, it cannot be rolled again. Players get full visibility on the current contents, and are even allowed to reset it, putting things back into the pool. This allows players some influence on whether they want the remaining items guaranteed or have another chance at getting the super rare drops, assuming they have already been removed from the pool.

Having this much of player progression be determined by randomized rewards systems allows for many more spending opportunities and make it easier to obfuscate balancing changes.

Live Service

There are two main ways in which Cygames currently keeps the game fresh and their players engaged: Gacha events and limited time special events.

Gacha Events

Gacha events are large-banner introductions of new characters and items to the common gacha pool. These characters have a highly increased chance of appearing (currently 0.5% instead of 0.05% for other 5 star characters) and are particularly suited to whatever the current special event challenges at hand are.

Oddly, Cygames makes no direct reference to enforce this connection, showcasing how the game accepts that players have to figure everything out by themselves, bleeding even into their monetization methods.

Limited Time Special Events

Dragalia’s current and so far only format of LTE has essentially three segments:

An engagement mode, where a new character is introduced that players are given to play with for free. This character only stays if players have won enough fights with them to increase their “friendship level” to maximum. Event fights give more points. This segment is achievable for all engaged players to complete.

Boss Battles can be completed on their own or in coop mode and hence allow players who do not want or are not able to participate in synchronous coop to earn event gacha currency, emblems (engagement rewards) and raid access tickets.

Raid Battles are coop raids only, with four players bringing in whole teams of four characters each! This is where players can earn the highest tier gold emblems and hence the best rewards.

Coop raids cost special stamina AND require the access currency from the Boss Battles, making them real stamina pinches, particularly since grinding high amounts of access currency will also cost stamina.

The true end rewards of the special event are multiple copies of the featured 5 star dragon, summoning vouchers for free gacha pulls, ultra-rare items needed for highest mana circles, “joker” items that can unbind any dragon or rare weapon ingredients.

Because all of these items are either event exclusive or barely obtainable by other means, events are a necessity for top players. Not performing well in events affects their core game performance, causing them to be heavily invested in these social coop raids.

Future Problems

The current systems design and live service model of Dragalia will likely lead to difficult endgame management.

First there is the fact that in absence of a mode that creates content on its own (such a PVP mode), players who have all or most of the standard content have nowhere to meaningfully play. There aren’t even leaderboards for the most event victories or any other measure of competitive success or dedication that keeps top players pushing.

The only motivation that keeps top players in the game is collection of future characters. This system means that future events either always need to yield the new most powerful character (power creep) or monetization will decline as players have no power-driven motivation to acquire them.

Secondly, duplicates including the substitute currency for characters, Eldwater, do not have an endless sink. This means that further spins on the gacha are a waste of money and literally return zero game state change. Top players will end up with large quantities of barren items und currency stocked up, making them precarious for use by the liveops team in the future.

Both the gameplay and the systems economy in Dragalia have distinct endpoints. Currently the solution seems to be to make the top resource acquisition incredibly grindy, which is another feature that will reduce long term appeal in the West.

Generous Rewards

One of the first things you will notice playing Dragalia Lost is how generous it is with dispensing its premium currency Wyrmite. You literally get it for everything from fighting battles, to completing dailies, to simply reading the stories of the various characters. Usually you can get enough to complete a multi-summon every day or two. There are three reasons Dragalia hands out its premium currency so freely compared to most western games.

Get you used to spending

In my opinion this is something that the Japanese developers, who first introduced this system to the mobile market, have always done better than their western counterparts: For a gacha game to truly work, gacha must be the habitual center of the game. Everything revolves around the gacha, and players must get used to it being the prime source of their progress first. To that end, sacrificing some early monetization to have people spend more in the long term is an acceptable trade-off.

Get you into the game

Mid-core games (Japanese-made in particular) tend to be complex affairs with many features, taps and sinks. Since most midcore games rely on good long term retention to make use of their feature depth, heavily incentivizing players to stick with the game until they have learned the ropes and are committed is beneficial.

Incentivize certain behaviours

The high granularity of Wyrmite (1500 for a multi-summon) allows the team to trickle small amounts everywhere to incentivize behaviours. Because the currency is so valuable players can easily be directed towards the features deemed most important. As an example, playing socially with new players in coop mode will yield a staggering 150 Wyrmite per fight.

Traditionally, most of these ultra generous reward streams will bleed dry as the players venture deeper into the game, and Dragalia Lost is no different – many of these rewards are for first time completion only. Add to that the fact that each gacha is diminishing returns as your power demands grow in the game, needing more and more more Wyrmite to make a power difference, and it becomes clear that this generosity is deceiving.

Social Systems

In a world where synchronous PVP and guild play are the buzzwords of the day, Dragalia Lost feels strangely oldschool. Relying on what is the gold standard of Japanese social features since Puzzle and Dragons, players can take the hero character of another randomly selected player into any battle to help them out.

Repeated use of the same player’s character “befriends” that player, but it has little consequence beyond allowing more frequent use of their special ability. While it appears as a social feature, it’s mostly a showcase for more powerful characters and a potential monetization driver.

Forceful Coop

Dragalia does not have a PVP system, and seemingly no plans to introduce one in the near future. Whether that was by design to take monetization pressure off to cater to the Nintendo feeling, or simply due to time and budget constraints, or because games like Dungeon Hunter had failed implementing it successfully before, one can only speculate. What is fact, however, is that Cygames have decided to double down on coop gaming.

Almost every battle, whether campaign or event, can be fought in synchronous coop mode with other players. Some modes only allow one hero (of four), others feature multi-team raids of 12 characters. Coop follows a classical lobby system, with all its drawback of waiting and dud players.

Dragalia really, really wants you to play coop, presumably because it lacks both PVP and other forms of social organisation. Not only is coop mode front and center in most battle screens, but each time you play with a new player, you get a maximum of 150 Wyrmite until you reach a (invisible) cap of several thousand.

This high incentivization means that coop is the most economically important part for players to engage with every day until they are deeply invested in the game.

On top of that, the best event rewards are only in coop raids, forcing even solitary players to play socially to advance their game state.

Considering that group raids are one of the most well-loved and most engaging elements of a whole slate of multiplayer RPGs (most famously World of Warcraft), it could well be a viable strategy to cut out the player finding and guild management and create a frictionless social raid PvE endgame.

Building a Brand

Another subtle but important aspect is that Dragalia Lost makes an active effort to create a lasting brand. Not many companies have managed to use the free to play mobile platform as a launchpad for new IP, but as a company known for beloved franchises, Nintendo does not miss the opportunity:

High quality comic strips playing out in the world of Dragalia are regularly added to the game. Players are awarded substantial amounts of premium currency to read through each character’s story, encouraging players to get deeply invested into the world of Dragalia Lost. This way Nintendo sets about creating the necessary super-fans to build a new brand from scratch that has lasting appeal.

Summary

Dragalia is probably one of the most polished mobile titles I have ever seen. Everything oozes the quality and polish you expect from a Nintendo game: from the fully voice-overed cast to the gorgeous card illustrations and expert J-Pop tunes, Dragalia Lost is a joy to behold and play.

But this polish isn’t constrained to its visuals. Cygames deploys the latest and greatest of Japanese mobile systems design, and provides one of the most accessible versions of JRPG style mobile meta designs to date. Yet so far financial differences in the US compared to the  Japanese market make clear that improving accessibility alone is not enough to wean western gamers to these highly complex systems en masse.

Its focus on coop play over guild and PVP systems is a bold choice, but one that will bite twice: firstly for leaving competitive player types stranded and secondly for putting the game firmly on a event-driven content treadmill. Because the game currently has no truly endless, self-content creating mode there’s a high chance it will run out of steam for high performing top spenders. After all, there’s only so many adventurers, Wyrmprints and weapons you can find and upgrade – after that, you are just waiting for the next event and the next character to collect.

Character collection is the endgame of Dragalia, and collection game players only make for a fraction of possible player types in the west.

Cygames is relying too much on Japanese design staples, using a highly refined version of what’s tried and proven features in free to play JRPGs for almost a decade. Clearly efforts were made to make the game more appealing to Western audiences, but it still relies too much on intrinsic player effort to understand and manage all of its complexities.

A clearer path to power and a monetization approach that responds to the player state, such as targeted offers, would substantially increase player investment in Western countries.

Without more understandable power growth, more accessible systems and a dynamic monetization design, Dragalia Lost will likely be “just” another Japanese hit. Yet, even that is a huge step forward for Nintendo on its way to be on mobile what it is for the world of console games.

Guest Post by Florian Ziegler, who just recently started up his consultancy Lava Lake; with additions by Adam Telfer.

Recent weeks have seen much debate and controversy around the subject of Loot Boxes – randomized rewards are given to players in exchange for hard currency. Particularly in premium games, players feel ripped off if they have to pay to progress or to be competitive in P2P – especially when they don’t even know whether the box they’re paying contains something worthwhile.

In most markets, the concept of ‘pay to win’ is not acceptable, and players need to feel they can compete or progress whether they choose to spend nothing, something, or a lot. At the same time, those players who do choose to pay need to feel that they’re getting value for money – there’s nothing more dangerous to your game than paying players feeling short-changed.

We’ve recently beta launched Dragon’s Watch – a tactical battle RPG for mobile. It uses the collection/gacha/fusion system seen in many Asian and, increasingly, western games. Players spend either soft or hard currency to summon new heroes, which can be fused and evolved before taking them into battles.

The roots of the gacha system can be traced back to collectible trading cards – I remember, as a child, collecting Panini football stickers, despite having zero interest in sport. Why? The excitement of collecting, trading, completing sets, getting hold of a rare, metallic team badge made the hobby worthwhile to me, despite having no interest in the subject matter. In the digital realm, we can go further to make sure players always feel they’re getting good value.

We’re still at the beginning of our journey with our game, learning each week what players do and don’t like. We know there’s a huge amount more we can do, but below are some of the key pillars we’ve built our game on and lessons we’ve learned so far.

1. A prize every time

We put a huge amount of time, effort and love into creating beautifully animated characters, with their own backstories, stats, and skills. Each one is unique, both in appearance and gameplay and, hopefully, collecting one gives value to players over and above their use in the game. We love to see our players proudly curating and displaying their hero collections (just like in the video below, where one of our loyal players does a gacha and is rewarded with a really rare event hero first time – which he totally wasn’t expecting), as much for the artwork as for the gameplay value.  

2. Completion is a reward

Football stickers work well as a collectible because players are naturally organised into teams. Completing a team is a much more achievable goal than completing an entire sticker album – if the only goal is completing a near-unachievable set, then players are bound to get bored quickly. We split our heroes into themed sets – some small, some big, so players can frequently get the buzz of completing one.

3. Exclusivity, rarity, and power

It’s important to distinguish between rarity – how likely a player is to summon a certain hero – from power – how strong that hero is in play. If the rarest characters are also the most powerful, you run the risk of making players who don’t get them feel their gameplay experience has been compromised as a result.

Similarly, we periodically run live events where a new hero is introduced, that can only be summoned during that event. Again, if that hero is overpowered, players without it will be at a major disadvantage – which is neither fun nor fair. If you’re making a hero extraordinary in one way, that needs to be balanced with some corresponding weakness. In this way, those players who choose to pay, and so to collect a broader set of heroes don’t end up with a more powerful squad, rather a more flexible set of heroes to build with, giving them more tactical and strategic choices in play.

4. Waste not, want not

It’s inevitable that, in a random system, players won’t always get the item they were hoping for – the excitement of summoning a rare hero relies on that rarity being real. Collecting football stickers would be no fun if you just bought whatever player you wanted, and filled up your album accordingly. The ‘game’ is all about chance. Try playing Monopoly or Cluedo without a dice and you’ll soon realise that the random element is what makes many games fun.

While a duplicate football sticker can be traded with friends, the nature of variable rarity always means players all end up with the same second division players, and nobody to trade them with. Digital goods can be traded with others worldwide, or somehow used in game to give players good value even when they’ve received something they weren’t hoping for.

The fusion system allows players to fuse unwanted heroes into preferred ones, leveling them up to be more powerful in battle and, eventually, ready to evolve into a new type of hero. Recognising that players would be particularly disappointed if they receive a hero they already own, we make that leveling up extra generous if you fuse two heroes of the same type together. In that way, even the most disappointing summon (getting something you already have) gives you an additional benefit, giving each cloud a silver lining.

5. Be upfront, respect your players

Apple recently updated their terms to require developers to make clear the odds of receiving randomised items. We publish these, both in game and on our wiki and Discord channel. The nature of completely random drops is that some players will get what they want immediately while others might keep summoning and never get there.

Inevitably, despite publishing the odds and trying to make every purchase feel worthwhile, the occasional player will conclude the game is fixed against them and complain – what we’re seeing from our early players is that enough people do win the heroes they’re looking for to rise to our defence anytime someone feels the tables are stacked. All you can do here is be upfront and honest about how the game systems work.

We’ve been surprised by just how clued in players are about these things – they know more about the drop rates in our, and competitors’ games than we do, and are quick to point out not only where they think we are being too aggressive, but also where we should be charging more/giving less in order to keep the balance between happy players and a viable game economy.

This is just a glimpse into some of the most potent points that are top of mind following the beta launch of Dragon’s Watch – a list we can expect to swell further in the coming months. You never stop learning, which is why any resource like Mobile Free to Play that adds to your library of knowledge is worth its weight in gold.

Harry Holmwood is the co-founder of London-based mobile studio The Secret Police and European GM of Japanese animation, music, video games, television series specialist Marvelous Entertainment.

Nintendo is the one bright light in the mobile games industry. Finally entering the fray after years of resisting the trend, since last summer Nintendo has launched 3 top grossing titles: Pokemon Go, Super Mario Run, and now Fire Emblem Heroes. Nintendo is doing what no other free-to-play developer has done. They’ve broken into a market that many have long assumed to be completely locked up.

But each release has been marked with controversy. Pokemon GO wasn’t developed by Nintendo, and Nintendo only sees a fraction of the profits. Super Mario Run was met with mediocre reviews, and many free-to-play veterans questioned whether the “Free-to-Start” model was the effective system for driving the most revenue and enjoyment from the product. Despite this controversy, Pokemon Go generated revenues of nearly $1 billion in 2016. Super Mario Run has generated $53M, and converts 5% of its player base. No matter your opinions on their approach, these are very impressive numbers.

Fire Emblem Heroes is the first game in the series that feels closest to how free-to-play games on mobile have traditionally been built. It is obvious that this game was built closely with DeNA. This game shares a lot from other DeNA products and many other Japanese F2P mobile RPGs.

So far the reviews are positive for the game, from critics, players and business analysts alike. The game has already grossed more then $5M, a week after launch  and has reached near Top 10 grossing in the US, and is the #2 Top Grossing game in Japan. No doubt it will be another major success for Nintendo.

Full disclosure: I am a massive Nintendo fan boy. Just like most game developers in the industry, I grew up playing Nintendo. I’ve owned every Nintendo console since the NES and have pre-ordered the Switch just to play Zelda on launch day. I am cheering for Nintendo with every release they do on mobile. I sincerely hope that Nintendo continues to operate as the shining star in the industry as a company that continues to deliver incredibly fun, approachable games for the next decades to come.

That being said, I’ve now played Fire Emblem Heroes since its launch, and despite all the praise it’s gotten since launch there’s noticeable improvements that Nintendo will need to make to ensure the game lasts for the long term.

Let’s first take a look at what they did right: How the core of the game is designed.

The Core Loop : Tried & True

The Core Loop of Fire Emblem Heroes is a proven one. Players battle, to gain rewards, to upgrade & collect more heroes. Their upgraded heroes allow them access to more challenging battles which give better and better rewards.

For this game to retain and monetize at its best, the player must always have a desire to constantly collect new heroes, and upgrade as many as possible to their maximum level.

The Gacha

To collect these heroes, you have to use the gacha-based random drop system. Players collect orbs through single player campaigns to eventually start a summon. These summons feel great. Getting a famous character is rewarded with a unique animation that really captivates the feeling of getting something unique & special (Seen below). Nintendo created a great feeling gacha flow.

Summons initially cost 5 orbs. Upon summoning, the player is presented with 5 options, colour coded. As you can see with the image below, the player has 1 red, 1 blue, and 3 grey options. This colour code is coordinated with the types of units the player uses in the core battle.

So the player can be strategic about choosing which colour they want. If they want a player that is of the red type, they can focus their summons on red gachas. Upon summoning, the player is presented with a character, ranging from 1 to 5 stars, depending on how lucky they are.

But Nintendo also offers another aspect to summoning. Summoning gets less expensive the more you summon from the same group. See the above image. After being presented with 5 coloured stones, the 1st selection costs 5 orbs, 2nd costs 4, 3rd costs 4, etc.  So to save substantial orbs players opt-in to grinding for more. To save 5 orbs for every 5 characters you summon, you need 20 orbs initially. An interesting design decision that gives players an extra way to optimize their grind.

Each day players are in the relentless pursuit of collecting orbs so they can summon their favourite characters from the series. Player can gather orbs from regular play. Each time they complete a single player mission, they are rewarded with a single orb. Since the difficulty of the single player missions increases quickly, the rate at which players can collect orbs slows quickly. The game shifts from quick progress to having to train your heroes often to get orbs.

This is a tried and true method of free to play monetization design. Pace the free collection of characters down to a pace that players start to want to spend in order to speed their progress back up again.

The Battle : Simple, Strategic & Stats Driven

What I believe drove the praise of this game was the core battle system. Nintendo managed to take a genre that many have attempted, and make it more mobile friendly than any other turn based strategy game that I’ve played on mobile.

The game’s orientation is in portrait, and the key interaction is just dragging and dropping your unit around the field. It feels immediately intuitive, easy to play while on the go, and I rarely make a misstep with my commands.

On top of a core interaction that is accessible, they managed to make the entire experience of completing a battle fit into the Starbucks test . You can complete a regular battle in roughly 40 seconds, a more strategically demanding battle in easily less than 3 minutes.

The battles are usually 4 units vs 4 opposing units, really cutting down on the amount of moves you need to make per battle. Because each map is fairly small, it usually doesn’t take very long for the main action to start. Ultimately these short, punchy battles make for a great “just one more battle!” feeling.

The Strategy

All this being said : simple interaction, small maps, small armies — this game has strategic depth. Based on the fire emblem battle systems that were designed back in 1990, Intelligent Systems (the game developer who makes the Fire Emblem series) has perfected this system over the years. Fire Emblem have been always known for their simplicity & depth. Working very well on mobile through the Gameboy Advance, DS, and 3DS years with stylus touch controls.

The battle system starts with an easy to understand rock – paper – scissors-like system. With fire emblem, its red beating green, green beating blue, blue beating red.

This is easy to understand, and the game gives enough in-game cues when you’re taking advantage of this system. You can expect a 20% boost to your damage when attacking a weaker element, or a 20% reduction when fighting against a stronger element.

From here, the player can start to notice other strategic advantages they can take in battle. Archer & mage units can fire from a distance. Horseback and flying units can move quickly across terrain. Walls & mountains can make being a range unit more advantageous. Units can gain abilities that buff and de-buff other characters. There is a lot of strategic depth here which keeps each battle feeling fresh and collecting heroes relevant.

The Stats

The stats and their impact are all also very easy to understand. Atk is attack damage, which is counter to HP (Hit Points). Spd is speed, which if you have 5 more speed than an opponent, you hit twice. Def is defense, which is subtracted from the opponent’s attack when you are defending. Res is magical resistance, which is similarly subtracted when you are attacked by a magical spell.

Each time a character gains a level they are rewarded with a random selection of increased stats. This allows the actual numbers themselves to stay relatively small and understandable, and means that having two of the same character could mean different stats. Great for collectors and min/maxers.

But if these stats were pure random, you could see how builds could become unpredictable. Because the battle math is so basic (it just uses addition and subtraction), calculations could easily get out of control without Nintendo “guiding” the progress of characters to ensure that the values stay within limits. As such, it is obvious that nintendo has pre-planned the progression of each character from the beginning. While each character can have different stats, they try to stay within a controlled range and by the maximum level each character has the same amount of stat points. So no matter your luck, each character will be equal in theory, but mix/max style players can try to find duplicates of characters to find the optimal build.

But what’s important with the stats is that it supports the core loop. As stated before, the core loop only works if players constantly have pressure to upgrade their characters. This system really puts pressure on the players to level up their units. Being just a few levels under another unit could mean your Defense stat being low and taking a lot of damage. It could mean your Attack stat is just a few points lower than an opponent’s defense stat and thus can’t do any damage.

This system doesn’t leave players with much space to compete at higher levels with their strategic skill alone. They need to level up every character in their team.

Smartly by Nintendo, there is a lot of strategy in choosing who to bring into each battle. You are always given a preview of the opponent’s stat level, the makeup of their team, so you can effectively plan outside the battle who you want to bring.

This level, “Prince of Mystery” has 2 red swordsmen, an archer, and a green mage all at around level 24. I can craft my team around taking advantage of this team’s weaknesses. I can ensure that my team is around level 24 before starting the battle. This feels both strategic & puts more pressure on the core loop: collecting & upgrading a large variety of heroes.

3 Improvements for Nintendo

Overall while the core game and overall progression feel great, after playing for weeks its obvious that Nintendo still needs to fill in some of the cracks to make sure this game can last on the top grossing charts. From playing I noticed 3 issues that Nintendo should consider for their future:

#1 Gacha Drop Tiers & Rates

Nintendo did a lot right with Fire Emblem Heroes’ gacha system. They have over 60 characters in the pool to pull from, adding more every few weeks and each feeling unique and strategic. They paced their orbs so that in the beginning you feel like you’re making quick progress, but as time goes by the pacing slows down substantially.

They’ve also built a system which having a 5 star character means a lot: to upgrade a character from a lower star rating to a higher star rating takes considerable time and effort. So players are more likely to convert chasing after the 5 star character in the gacha than attempt to upgrade them from a lower star level.

But this is where the simplicity of their hero progression system starts to show some issues. To upgrade a 4 star character to 5 star takes 20,000 feathers and 20 badges. To get this type of currency takes weeks of grinding. You can get feathers from competing in the PvP Arena once per week or sending your characters home. But playing for a few weeks I have gained ~4,000 feathers, mostly from sending home 4 star players I didn’t want. To get to 20,000 is a long painful grind.

Players see clearly that to manually increase a single character’s star level is insanely difficult. This system has already seen some backlash from players, enough that Nintendo gifted out 10,000 feathers as part of a social media campaign. So the only effective way to get 5 star heroes means pulling them from the gacha pool — that must be great for monetization right?

That starts to break down when you hear experiences like this:

“…After my first day of play I had assembled a formidable team of five-star heroes, with 12 heroes of varying abilities in reserve…”
– Pocket Gamer Reviews

For myself as well, I have three 5 star heroes on my team, after spending $13 USD and a few days playing the game. I got the three 5 star heroes off of summons I didn’t pay for. I had so many free summons from regular play that it was easy to collect a wide variety of heroes. From these summons, I’ve already got three 5 star characters which helps me steamroll over the single player campaign of this game.

This could just be luck, but it seems to be happening to many players of the game. So I did some calculations:

The drop rate of a 5 star hero is 6%. So every time you spend 20 orbs, you have a 26.6% chance of getting at least one 5 star hero in the pack of 5. After spending 40 orbs, there is a 50% chance you will have at least one 5 star character. Not to mention Nintendo even increases the % chance of getting a 5 star character each time you fail to get one in a summon. Nintendo is specifically designing the gacha around players getting 5 star characters fast.

Getting multiple 5 star characters on your team would be fine if Fire Emblem Heroes had enough pressure built into the core loop around collecting a large variety of heroes, but since the game is so early, this isn’t the case. After you’ve collected four 5 star heroes, you can rip through content and walk away happy from the game. Only the die hard fans — the ones who are here just to collect for the sake of collecting — will engage in the gacha.

In the effort by Nintendo to make a player friendly feeling gacha, they’ve built a system where 5 star characters are so common that I can reach a optimal team within a week of play.

Compare this to the competition

• In Clash Royale, it takes months to raise to the arenas necessary to get access to the legendary cards, and from there they drop at such a low percent that it takes months to get the legendary cards levelled up fully
• In Contest of Champions it takes weeks to collect enough shards for a single 5 star hero crystal that you can redeem in game. 5 star heroes rarely ever drop in crystals collected from regular play.

So for Nintendo, for Fire Emblem to last they have to take a page from Puzzles and Dragons, Brave Frontier and other JRPGs. Introduce more star tiers with increasingly difficult gacha odds. Adjust the balancing for feathers and star progress so that it is feasible to reach a higher tier. From this, a player’s pursuit of the optimal team will take more than a week of play and a small amount of money.

#2 More Interesting Upgrade Path

Layering on top of the issue from the gacha, comes to the Upgrade system. After you’ve gotten the top 5 star character, the effort it takes to build it to its optimal level is too simple and short.

To reach the optimal build of a character:

• The character must be 5 stars
• Reach Level 40 by collecting XP or using shards
• Merging a Duplicate 5 Star for an Enhancement

Each unit has a level cap of 40, which can be reached by collecting enough XP, or spending your crystals and shards. The XP required to level up gets exponentially higher, but for the most part can be completed in less than a week if you’re playing against high enough level opponents.

But to build the absolute best version of a character, you have to take one last step, merge a copy with the same star level.

So to have the highest level 5 star Marth (pictured above), you need two 5 star Marths. This is a very small chance in the Gacha (0.001% per summon), and will obviously take a long long time to do.

However, this gives only +1 level on the character. As pictured above, the character now can have a maximum level of 40+1, rather than 40. This means that the benefit of spending all the time & effort in the gacha to get the duplicate is all for a maximum of +1 to +5 battle stat points. The single level boost is just too low for too much grind.

Compare this to Galaxy of Heroes, Summoner’s War and Heroes Charge. Their upgrade systems have more systems running in parallel and typically have far more requirements to reach the optimal build:

Outlined far more in detail in an older deconstruction, most F2P RPG games have 4 paths to upgrade your character to the maximum. Usually including a random drop gear system at least to make the long path to fully upgrade interesting throughout the development.

The key element that Fire Emblem is missing: If I’m lucky enough to land a 5 star character, this needs to feel like just the beginning. I should want to invest a lot of time to get this hero to their maximum potential.

This is how you ultimately craft strong long term retention in a game which drives long term success on the mobile top grossing charts.

#3 Lack of Content & Social End-Game

Free-to-play, at its foundation, is about retaining players for as long as possible. Long term retention decides your ultimate success, as I’ve spoken about at GDC, and written on this blog.

But just a week after launch, and there are many reports of players reaching the end of content. Many of these players have been moderately engaged and only spent a small amount of money. Below the player spent $40, only on summoning, and reportedly did not even get their final hero team from any of the summons they paid for.

This is a result of generous gacha drops and quick upgrade pathing. Players being able to upgrade and progress through all the content much faster than Nintendo intended.

If Nintendo wants Fire Emblem to continue to deliver million dollar per day revenues for months and years to come, they need to ensure their most engaged players are staying in the game. They can only do that if there is enough content in the game.

The easiest way for a game to lose its audience is for its most engaged players to leave because they feel like they finished all the game had to offer.

Fire Emblem has 9 Chapters + a Prologue containing just under 150 missions. With the pace that fire emblem lets you get through these missions though, these 150 missions, each lasting between 40 seconds and 3 minutes makes for a very fast progressing game.

The side-effects of this fast progression is that Nintendo needed to add very aggressive pacing blocks to their single player campaign. The majority of complaints from players have to do with the stamina cost of levels skyrocketing early. By the mid-game, each battle costs roughly 10 stamina, and your stamina meter remains at 50. With battles being so short and most battles being fairly trivial to win (since you’re grinding), this feels frustrating by the end game. Nintendo had to do this to prevent players from training & beating the campaign missions too early. If they had created enough content however, this wouldn’t be the case. If they added additional modes to the end-game to pressure players into collecting & upgrading more heroes, this wouldn’t be the case.

Comparing this to Galaxy of Heroes, Contest of Champions, Summoner’s War and Brave Frontier is completely different. Each of these games offer more modes, more content, and their pacing is structured around playing rather than waiting. On top of this, these games slowly introduce a more and more engaging social end-game that takes the pressure off of producing more content. This way even if a big spending highly engaged player reaches the end of content early, they are actively engaged in guild wars or reaching the top of a leaderboard.

Fire Emblem heroes has the tools to do this. With the success of Fire Emblem Heroes, they plan to release 2 chapters (10 levels) each month. They plan to introduce a new PvP mode in the near future. They have an arena mode, but it is paced too slowly (3 attempts maximum per day). They can create a guild-based meta-game that drives players to use their friend lists. Adding more additional modes which ask the player to have a larger collection of level up heroes would be the key to driving stronger long term retention.

As it stands, players can progress through content too fast, leaving players with too few reasons to come back to the game.

How Fire Emblem can Last

Overall this game is a massive financial success for Nintendo. Based on the rabid fan base so far, Nintendo has proven that based on the brand loyalty alone their fan base can reach the top of the mobile gaming charts. They have an impressively approachable and addictive core battle that has the strategic depth to last for years.

That being said, Nintendo have an opportunity here not just to make a quick buck off their IP. They have the opportunity to build a long-standing success that will pass Super Mario Run in revenue, potentially even Pokemon Go in the future.

For this game to stay on top, Nintendo needs to act quickly to ensure this game can retain its top players.

1. Add more star tiers to their Gacha pool, so there’s a reason for players to summon new characters for years
2. Add more scale and depth to their upgrade system, so it takes longer than a week for my top characters to grow to their optimal forms
3. Add significantly more content to challenge players to collect more heroes and upgrade their team to the highest level.
4. Work towards a deeper, social end-game which keeps players collaborating and playing for years.

These 4 things are possible within a short amount of time. While the audience is still engaged in the game Nintendo can increase the scale of the systems and add significant content. Galaxy of Heroes and others took months after global launch before they launched a social end-game. Puzzles and Dragons added star tiers long after launch.  Many of the JRPGs in the genre have interesting modes and competitions that push players to collect & upgrade a large set of heroes.

Nintendo has the time & ability to turn Fire Emblem from a million dollar release to a billion dollar mobile hit.

Over the last few weeks I’ve been working with Miska Katkoff of Deconstructor of Fun to put together a deep deconstruction of Star Wars Galaxy of Heroes. It’s now posted on Deconstructor of Fun.

Launched late last year, “Star Wars: Galaxy of Heroes” by EA’s Capital Games is a new incumbent to the static top grossing charts. In the US, Galaxy of Heroes initially retained a Top 10 downloads rank and topped out at Top 6 grossing overall. Since the hype of the movie has died down, the game’s download rank waned. Yet still, the game has retained its rank in the Top 20 Grossing for Games. This tells us one thing: the game is keeping its players hooked. This game has the potential to stick on the Top Grossing charts for a while. Especially because the Star Wars license isn’t going anywhere for the next few years.

License games have been popping up everywhere recently, and many have achieved great success. Multiple Star Wars games have launched, yet despite the strength of the license none have really stuck on the Grossing Charts. Kabam’s “Star Wars Uprising”, Disney’s “Star Wars Commander” or Konami’s “Star Wars: Force Collection” are notable entries, but none seemed to take off when the new movie was launched in December… except for EA’s Galaxy of Heroes.

EA did what Kabam, Disney, and Konami did not. They created a game that lasts for years. They did this with a proven free to play formula. They built the game upon a solid, proven core loop. They reinforced this loop with a deep strategic battle and an evolving metagame. This game will retain players for years because it is well made, deep and complex.

Core Loop

At its core, Galaxy of Heroes is a turn-based RPG game with a collectible card style metagame. It is very similar to Summoner’s War, Heroes Charge, and various other Mobile RPGs. Players fight in bite-sized battles to collect loot. Loot comes in many forms but ultimately is there to give the player resources to upgrade their characters. Upgraded characters give access to bigger and harder battles, which subsequently means better loot.

The game starts off gifting you two characters: Chewbacca and a Jedi. Using these characters, you start off fighting your first battles. Each battle rewards you with Credits and Training Droids. Using these you can quickly upgrade your Jedi and Chewbacca to higher levels, allowing you to defeat more difficult battles. The game initially feels quick because you can constantly play and upgrade your team. Eventually, the game restricts your play sessions: You’ve run out of Energy and need to come back to play more.

This is a pretty standard battle & upgrade loop used in most games. Battles give you rewards, and rewards allow you to upgrade, energy paces the battles. After completing this loop a few times, things start to get more complicated…

Eventually, the game puts pressure on you to start collecting new heroes. You have a small team of Light Side Heroes (Jedi, Chewbacca, etc.) but in order to fight in the “Dark Side” battles, you need a team of dark side heroes. As the light side battles start getting too difficult, you’re nearly forced to start collecting dark side heroes.

To collect new heroes, players collect Shards. Each character has its own shard, and a player must collect a large set of these to successfully unlock the character. Shards can be collected one at a time by grinding on specific campaign levels, or you can get them quickly by purchasing data cards which reward a random character’s shards (a gacha mechanic).

It’s happened. F2P Mobile is now officially triple A. The major publishers have all put more focus on mobile than on console. (see Bethesda, Nintendo and Konami)

Now we are also starting to see high budget games climb on the top grossing charts.

If you still believe that the AppStore can still have indie success on the Top Grossing, the stakes are rising. Games from now on will need significant investments in their visuals on top of having a strong economy design to succeed.

The proof of triple-A F2P is “Marvel Contest of Champions” by Kabam. Showing their recent commitment to working closely with Hollywood, they’ve brought both AAA visual standards and a strong license to mobile. As a result the game has been downloaded by over 30 million people and taken a dominant spot in the Top 25 grossing:

But is this game just all glam, but no substance? Can Marvel sustain in the Top Grossing?

The Pitch

Kabam’s approach for Contest of Champions was clear: Take “Injustice: Gods Among Us” and, apply it to a new license. On top of having the license, take learnings from Kabam’s other games and improve the economy design, multiplayer, and ensure that events are strongly tied to its core.

Its a simple premise, but Kabam’s secret formula of events, multiplayer gameplay and monetization is a powerful force. They’ve proven this before with the Hobbit’s mobile game and the Fast and the Furioius mobile game.

Injustice: Gods Among Us was a game released in March 2013 by DC Comics and Warner Brothers. Its essentially a very simple fighting game at its core with a collectible card game as its meta.

Both Injustice and Contest of Champions are similar to Idle games where it really gives players a “bait and switch”. Based on the screen shots you’d think this was the next Street Fighter or Mortal Kombat. But after the first battle you quickly get introduced to the true intention of the game : collecting the characters and upgrading them. You came for the 3D fighting mechanic, but are quickly hooked in the long haul to collecting the characters.

The Core : Back to Basics

Comparing Injustice to Marvel Contest, Marvel has simpler controls, easier strategy, and much shorter battles. Injustice focuses on building up a combo enough to do a quick-time-event (“Swipe to knock down opponent”) whereas Marvel is more about building up a sustained combo of attacks of choosing whether to jab (which can be defended) or go for a heavy attack which can break defenses.

Fights are much shorter because they’ve cut out the 3v3 battle. Its 1 on 1 like original fighting games with victory based on the first KO.

Overall I believe the changes make the game better for mobile. Its easier to play and the fights are quicker. This allows players to complete sessions in less time and spend more time in the metagame. However, moving from 3v3 sacrifices some of the strategy in the battle. As a result battles quickly grow pretty tedious, which puts more pressure on the metagame to keep the strategy.

So how did Marvel fill the gap in the Meta?

Unlike Gods Among Us, Kabam also chose to focus on elemental types. This adds more strategy to choosing which hero you bring to different fights. Also to make sure that the simple 1v1 fights don’t push players to collect and invest in only 1 hero, they added elemental types which push players to collect heroes of each element.

Each element has a strength and a weakness. So each time the player enters a match, they run the risk of facing up against an enemy which is their weakness. This adds strategy to choosing who you bring along and making sure you have a spread of different strong heroes for each type.

Bringing this all together, Kabam really pushes players to be strategic outside the battle. So when you’re playing a online match, players are invited to strategize about which fighter they want to play against an opponent:

Note here that the Scarlet Witch shouldn’t be paired up against Hulk. The player  should try to find a better matchup.

The Meta : Gacha for the West

This is really where Contest of Champions gets interesting. At the metagame layer, the game delivers on the licensee’s strengths. There are a ton of different Marvel heroes to collect, each of which has their own, stylized 3D model.

Each character feels unique. Each character looks beautiful. As a fan of Marvel, you’re really driven to collect your favorite heroes. However, this is where the monetization and retention come in. To get your favorite hero, you need to get lucky in the Gacha system.

This Gacha system is embodied in the Crystal Vault :

Crystals are a currency that is used to give a random reward. Crystals are earned through timers (daily, every few hours), through play (multiplayer or single player) or from purchase. Each time the player completes one of those actions, they are pulled into the Crystal Storage screen. From here, they can open up a random reward within: A resource or sometimes a new character. Here is an example of a player opening up a crystal:

These Crystals are the most important design decision that Kabam made.

There are 3 reasons for this:

#1: Each time the player earns a crystal, they are brought back to the Crystal Vault

Each time they complete the actions needed for the crystal, they are brought back to the storage area. Each time they are reminded of all the other options they can purchase, and all the other means to progress. Players know that in order to get heroes, they need to earn crystals. In order to earn crystals, they need to pay or play.

#2: Each Crystal is a Lottery

Each crystal gives a chance of what you want. No crystal ever gives defined rewards. Want that cyclops? Well that’s the top prize in this crystal, so buying the crystal will not guarantee you earning Cyclops. This is gacha done perfectly.

Gacha works because in the beginning players can purchase these gacha packs (crystals) and get great content. Each time they open a crystal they get a brand new hero they’ve never seen before. As time goes on, as a designer you introduce mechanics and promote content that drive players to want rarer and rarer star players. So a player wanting a 4 star rare Cyclops is going to have to purchase many, many gacha packs before they get exactly what they want.

This should be taken with some fairness though. You want to make sure that player’s don’t feel cheated when they spend money. So similar to Hearthstone (each card pack includes 1 rare), Contest also guarantees a certain star tier with each crystal that is paid.

Unlike Injustice: Gods Among Us and Mortal Kombat X (a recent release by Warner Brothers) Kabam chose to offer no direct purchasing of heroes. In Injustice, players can look at the store of all the heroes in the game and directly purchase the hero they want. In Marvel, players have to use Crystals to collect all the heroes they want. This design is more similar to Japanese games like Puzzles and Dragons, and has been a lucrative business for them. By cutting out the direct purchase and going for a more pure-Gacha system like Japanese games, they’ve maximized their revenues.

#3: They offer no direct purchase

Never allow player’s direct purchase of the content that they want in a Gacha system

Allowing players a direct purchase of the hero they want is a hit to your retention and monetization. You’ve given them the end game content for a single quick purchase.

You can see this also when you compare Mortal Kombat X to Contest of Champions. Mortal Kombat X was recently released by Warner Brothers. Arguably each game is well designed and looks beautiful, but on a Total Revenue to Total Download ratio, Marvel comes out well on top. Kabam is simply far better at monetizing, and offering no direct purchase improves this metric.

Gotta Collect ‘Em All

But the strength of Gacha lies only when you’ve added an additional layer: Rarities. In order for Gacha to work, you need to drive desire to get the absolute rarest items. In the beginning as a player it is alright to get a 1 or 2 star spider man. It feels good to get these heroes. But as you play, you quickly realise that this spider man isn’t going to cut it — you need to play your chances at getting the rarest heroes.

To do this, Kabam added Star Tiers to their heroes. Each hero can be found in 1 star to 5 star forms. The higher the star rating, the rarer the hero. Having a higher star hero increases their base stats, exponentially increases their potential highest level, and adds passive and active special abilities during the battle. All 3 of these are important to monetization and retention.

Having strong base stats makes the hero feel powerful immediately versus opponents. Making sure that Rare monsters immediately feel good to purchase and easy to dominate opponents with is crucial to drive first time purchases.

Exponentially increasing the maximum potential also increases the amount the player must invest their time and energy to reach the hero’s maximum potential. The higher the star rarity, the more time the player must spend to upgrade the hero to their maximum potential.

For players to upgrade their heroes, they must use in different strands of ISOs. ISOs come from actively playing (mostly) so in order to fully upgrade your amazing 3 star champion, you have to collect ISO.

This is essential for Long term retention. This mechanic nudges players commit to training their heroes to receive their full benefit. Without this exponential growth, players would pay for the best hero then forget about actively playing in the game.

 

Lastly, Adding Passive and Active special abilities in the battle gives visual feedback to the player that what they are doing (collecting rare heroes) is worth it.

Heroes that are 3 stars or more have an extended special ability bar (as shown above in the bottom left). When the player fills up this meter, the hero shows a unique animation and does a lot of damage. You can only trigger this ability if you’ve got the 3 star or higher version of this hero. This is very important to ensure that players feel rewarded and powerful for getting the highest heroes.

Just increasing a virtual number is not rewarding enough for players. Eventually you’re going to have to give players real visible rewards for getting the rare content.

In Summary

Kabam’s Contest of Champions decided to focus their innovation on outside the battle, in the Meta. The Meta for all games is what drives long term retention and strong monetization. This paid off for Kabam.

They focused on creating a pure Gacha system, stripping out elements from Warner Brother’s Injustice: Gods Among Us that was conflicting with what they know to drive strong free to play design:

• Simpler, shorter battles for better sessions
• No direct purchase of heroes
• Engrained crystals into the core game loop
• Deeper Star Tier system to create more reasons to purchase
• Elemental system to promote collection of heroes

As a result, Kabam have a top performing game.

To be Continued…

Marvel Contest of Champions innovations and design insights don’t just stop at the Gacha system. Rather than overwhelm you, I’ll put this one on pause for now. Next up I’ll focus on Multiplayer and Session Design.

Stay Tuned!