The online gaming market is growing rapidly, so gamers are more aware of what they can expect from gaming platforms and infrastructure providers. What can you do to get the most out of your online gaming business and simply turn players into payers?
According to a study , the online games segment reaches $11,978m in 2019 and is expected to hit $13,203m by 2023. With smartphone penetration rates growing, there’s a huge interest in mobile games, so it’s a chance for gaming companies to attract more customers. The thing is to provide a smooth experience from the very start to the end, including the process when people spend money on in-game purchases.
User experience is the main driver
Fast performance is a top priority for gamers, so it’s essential for online gaming businesses to create a user interface that will help users immerse themselves in the action that happens on the screen.
So, what can you do to provide a superior user experience that will make you win customers from your competitors?
While it goes without question that the game itself needs to work fast and without any hassles, businesses don’t always perceive a payment flow the same way. But, imagine the situation when a game is interrupted by a long and complicated payment process. What do you think, how it will affect the gameplay and overall player experience?
Purchasing in-game items or power-ups should be as intuitive as possible, without redirections, distractions, and unexpected surprises on the way. When the payment process is too slow, it affects the entire experience. It’s natural that gamers want to enjoy a smooth experience with quick and simple payments, without having to pause the game.
This is why you need to make sure that the payment platform you want to work with will deliver top-level usability and enhanced user experience that give companies a competitive edge.
Responding to technology trends
Speaking of user experience, a lot depends on the technology used to design the gaming process. Naturally, you don’t want to bring your game down by a sloppy user interface, so why would you do the same with the payment process, which is a part of the gaming experience?
What you should consider the most when choosing the payment platform is fast integration that takes you no more than several hours, as well as customer-focused design.
Test your setup before going live to make sure that you’re able to provide frictionless payment experience through fast and secure checkout that doesn’t disrupt the gaming process. Make everything in your power to cut out anything that slows down the process.
Also, ask your future provider for quick and simple one-click payments to complete in-app purchases without redirecting gamers to external services. Wondering why it’s essential? According to The State of Online Gaming 2018 report by Limelight Networks, globally, people spend more time playing on mobile phones than on computers, tablets, or consoles. So, bearing in mind that gamers like to play on the go, they need extremely simple in-app payments.
Think about the extra features that add value to your business, such as AI-based processes or cross-sales, to name a few. Analyzing gamers behavior, you can take an advantage of cross-selling by displaying them personalized offers. When the next purchase is just one click away, without a user having to quit the game, it grows the chances for bringing game platforms extra earnings. It can also help to improve customer loyalty.
Moreover, keep in mind that gamers want to have a choice when it comes to payment methods, and they are keen on using solutions that provide them with more convenience.
Cyber security in gaming
Gamers value their privacy, so besides the UX, they draw attention to the security of their personal data. The aforementioned report by Limelight Networks also shows that gamers are concerned about online security and more than 50% of them would drop making purchases or playing games on a website that was previously affected.
They are aware that any data that isn’t securely stored or well-encrypted can be used maliciously by the attacker. And, bearing in mind that for the most engaged ones their virtual assets and accomplishments are a testament to their dedication and skills, it’s a real concern.
Moreover, the security in gaming also touches the digital persona matter, as it usually comes with developing relationships with other players. So, when an account is compromised, it could have disastrous effects.
As there are different types of games and gaming services, there’s no one-size-fits-all security solution that will cover every business needs equally. This is why it’s so important to find a payment partner that can provide you with a flexible solution that simply adjusts to the specifics of a certain business. You should also ask for tokenization that reduces a security breach without affecting the gaming experience.
Focus on using multilevel security with AI to create dynamic rules that adjust to the industry, so are more accurate than static rules. All these can also be covered by a payment platform, without charging any extra money. Also, note that with a reliable payment platform, you don’t have to think about the burden of having to comply with the PCI requirements.
People share their sensitive data, so they need to feel confident during the process, otherwise, they will drop the game or will only stick to it’s basic, free version. A payment fraud concern is what makes people less likely to spend within a game.
The challenges of selling to a global audience
Online and mobile games connect people worldwide, so, bearing in mind the global nature of the industry, having a payment solution that allows merchants to accept payments globally is a must. Providing customers with payments in various currencies, no matter of the time zones is a piece of cake, when you choose the right payment platform.
While looking for a payment provider that will let you accept payments from international gamers, consider the things, such as
- checkout — whether it adapts to various languages
- the number of currencies you can accept
- global card acquiring, etc.
Gamers that can pay in their preferred currency, without any interruptions or redirections, are more keen to make future purchases. Responding to your customers needs is what shapes the overall experience and builts long-lasting relations.
Make a wise decision
Fast performance is the most important factor for online gamers, but gaming platforms should also remember about the need for providing uninterrupted and secure payment experience.
Gamers are keen on using digital payment methods that come with higher convenience and make them purchase virtual goods without any hassle. This is why payments need to be part of the gaming experience, not a separate feature.