Home: Who Buys What — And Why?
by keara22hi, HSM team writer
The Great Market Research Experiment
When HSM began to measure readers in terms of many thousands per month, all over the world, we knew it was just a matter of time before we would do what every major publication does: research their readers.
The opportunity presented itself very quickly when John Ardussi from VASG (Sony San Diego), who is our featured cover story on HSM issue #5, asked us some interesting questions about consumer trends in Home.
We decided to take it to the streets and ask a cross-section of Home users to participate in a market research advisory group to help us get answers to those questions.
Unfortunately, unlike all my years as a marketing consultant, this time it meant Stone Age conditions: no huge ballroom in a four-star hotel, no big screen with a PowerPoint presentation showing each question, no way to bar hecklers, and no electronic response pad in the hands of each participant.
Instead, we had to use a public space in Home (the Namco Theatre) and put up with noisy onlookers, hecklers, and bored thirteen-year-olds. Some irate poker players also showed up and deliberately disrupted the meeting by chanting ‘Poker – Poker – Poker’ (thus destroying any sympathy the group had for them previously).
The hand count was primitive at best. Two of us were frantically counting the hands to make sure we had an accurate count. Then the written questionnaires had to be tabulated also, as fourteen people who could not attend the meeting in person had filled out the survey forms and emailed them to us.
Despite those hurdles, we got some fascinating data. The group grew as the meeting went on, reaching a maximum of fifty-one at one point, plus the written responses, for a total of sixty-five.
Here are the ‘hand-count’ questions and some of the notable comments people made:
MEETING SUNDAY, JUNE 12 – NAMCO THEATRE – 2 PM PACIFIC
Advisory Group Topic: How Do You Feel About Freemiums?
How much time do you spend in Home on average? Twenty hours a week? More? At least ten hours a week? Less than ten?
Results: 74% spend more than ten hours a week in Home.
Comments: Twenty-plus hours a week but depends on what’s going on; some weeks more and some weeks less.
How long have you been coming to Home? One month or less? 2 – 6 months? 6 – 12 months? A year? More than a year? Since the beginning?
Results: 89% have been in Home for at least a year or more.
Comments: Since beta went public.
What is your favorite activity in Home? Hanging out with friends? Playing games in Home? Game Launches? Clubs/groups activities?
Results: 60% said, “Hanging out with friends;” 29% said, “Playing games in Home;” 11% said, “Clubs/group activities. No one said, “Game Launches.”
Comments:
- I go primarily to make and reconnect with friends
- Playing games in Home and collecting rewards
- It’s a mixture of friends and playing in Home games. I never game launch from Home.
- Playing games with friends (multiplayer) and earning rewards.
Which existing game in Home do you like best? Sodium 1? Sodium 2? Conspiracy? Slap Happy Sam? Midway 1? Midway 2? Aurora? Other?
Results: Sodium 1 dominated with 23%, followed by Midway 2 with 19%, and Sodium 2 followed with 15% – even though it is not out yet! Must have been some beta testers there. Note: 6% added Bowling in the Other choice.
Comments: All of them are “okay,” but truly as a thirty-seven-year-old gamer who has progressed since the Tandy machine to current consoles, I would like to see something truly phenomenal, like a full length four-player RPG based on your Home avatars with weapons, armor, etc. An epic game is required for Home. Something MMORPG like? Depth and immersion would be amazing.
What element of a game is the most important to you? Battle system? Storyline? Trophies? Leader boards? Friend chats?
Results: Storyline got an amazing 29%, with Battle system at 16.5%, Friend chats 15.5%, Trophies 8%, Leader board only 2%, and a surprising 29% listed other reasons including Replay value, Prizes, Leveling up, and Multiplayer.
Comments:
- A good storyline that draws me in usually does the trick, but it also has to be something I want to replay after I have beaten the game.
- Other? Leveling up and prizes like Aurora which keeps me coming back. I’m looking forward to future additions with new areas. Games in Home have to evolve over time or you end up with a dead space that nobody goes to. Many spaces have dance floors which keep people coming even if the rest of the space is dead; need more “hang out” spaces as well.
- All aspects are important. Storyline, gameplay, trophies, chat, etc.
- Re-playability. I am a casual gamer; I’m very fond of the simple “to-go” style games. I’d rather have one great game that I never tire of over ten good games that I may just play through once or twice.
Do you spend money in Home on anything? If no, what is stopping you? No credit card? No PSN Card (too hard to go buy)? Refuse to buy any virtual items? Nothing appeals to me that much? Just can’t afford it now?
Results: 98% said Yes. The only person who said No was the thirteen-year-old, who said his parents won’t put money in his account
Comments:
- Yes, Lots!
- Yes, I own 80% of the spaces and most of the furniture and items.
- On average I spend over $2000.00 per year just on home, not including game, and PSN purchases, which also run in the thousands.
- Yes, too much.
Have you ever spent money to continue in a game after the ‘free’ period? Yes or No.
Results: YES 77% – NO 23%
Comment: Sometimes. Not often. The game must be very immersive, and have a lot of replay value to me to do that. I didn’t like the Midway that kept charging you to keep moving forward with the items. I also dislike games that allow you to pay for content that gives you an advantage over other players. If it’s against NPC’s, no problem, but unfair advantage for money over other players is a big big no-no.
Do you buy other downloadable content (DLC) such as games or add-ons for PS3 titles? Yes or No.
Results: YES 87% – NO 13%
Comment: Quite often. About $100.00 per month.
Does it bother you when free games have ways of buying power ups that can be gotten in game? (“money is time” option). Yes or No.
Results: YES: 22% – NO: 78%
Comments:
- Yes this bugs me. Diminishes the skill base of the game and sense of achievement. But as a monetary stream I understand it. Also makes the game more accessible to average gamers.
- Yes it bothers me to have a free game, charge money for add ons per item. I’d rather pay a one time fee for ALL the goodies.
What types of optional game enhancements do you like?
Comments:
- Content Add-ons.. Also with power ups, items of neat uses. But I prefer one large download to many different purchases;
- I look for better weapons;
- New muliplayer levels;
- Ones that come with an object like the Aurora space are great, the Novus Prime mech suits which also add upgrades are good also;
- All-time leader board as well as Friends leader board. Worthy rewards;
- Expansion of main content, more enemy levels, weapons etc. to be released later to bring new elements to the game play and expand experience;
- It would vary depending on the type of game. But I do like what Sodium and Aurora have done in tying in different parts of their spaces to a single game (Aurora) or for credit redemption for prizes (Sodium);
- I’ve never really cared much for enhancements, unless they involved expanding the playability of a game – more maps, etc;
- I really like the Aurora Orbrunner goggle upgrades, which let you see more types of orbs. These upgrades make the game bigger and more fun to play. To me, this is more interesting than an upgrade that just gives a higher score (weapons upgrades, for instance);
- Ones that extend the value;
- Talking to friends is always a big plus for me. I am not a trophy hunter, but for a game within Home rewards are nice if they aren’t cheesy, like the turkey head we got for Christmas.
How do you determine if the game is worth the price you paid for it?
Comments:
- If it keeps me coming back to play more;
- If the game was extended and allowed me to access new features that were not part of the free period. It would be nice if the game was also kept updated, fixing any bugs, etc;
- If I can replay it over and over again, and still not loose that first time thrill;
- By the replayability. If I play it over and over – it was worth it;
- Trying in the freemium mode and seeing if I enjoy the game is usually what helps me decide;
- How many of my friends have it, If we can challenge each other, If we keep getting rewards for playing;
- Quality of play, replay value (must hold interest for a minimum of ten hours), multi-player/social elements, items/trophies gained;
- Do I have fun playing;
- If I like the free part it will probably be worth the investment. The golf game is the only one I have enjoyed enough in Home to actually buy the lifetime. The idea of a shorter term rental is good for those unsure of it;
- Replay value. I expect to be able to take a long, long, long adventure;
- Many years ago, I hit on the idea of the “movie unit” for judging the worth of entertainment. Take the average cost of viewing a feature film in a theater, and the number of hours of pleasure that gives you in practice, the running-time of the movie, plus several hours for thinking about it and discussing it with friends. That comes out to about $2 per hour. If that is the acceptable price for entertainment, how does the new purchase stack up? Will a $5 purchase give me at least three hours of entertainment? For most game enhancements, the answer is yes. (Am still doing the math on the $35 Mansion, and so far the answer is “no”).
- Of course there is also the quality of the enjoyment to be considered, not just the duration. For a really intense experience, such as a live concert by one of my favorite performers, the price per hour of entertainment can easily top $50. And it’s a price I’m willing to pay for certain experiences. It’s a flexible equation
If you paid $5.00 for continued game play after the free period, what would make you feel you got your money’s worth?
Comments:
- Duration of the continued game play, the longer I play it and enjoy it, the more value it will have. If I’m only buying extra lives with my five bucks, then my interest will fade rather quickly;
- Again, if it continued to bring me back in to play. Also, the idea of upgrading a space and adding new levels to an existing game or new rewards to ears is very appealing;
- Again – by the replayability – if the game is good – and I play it a lot – I got my money’s worth;
- Quicker leveling to better prizes, returning for the challenge regularly and enjoying it, meeting others that like the game as well in the space;
- Game must be a minimum of ten times longer then free version and expand in play elements. If just more of same – fail;
- I don’t see the point in a free period. If I’m going to pay $5.00 for a game, it should be a one time fee. There isn’t much point in a trial, to have to pay later. Especially over $5.00, but in Home if I am going to pay 5.00 for a game, it better be **** interesting, and expandable. Games in Home get boring very quickly;
- Given the price of games these days, $5.00 for a game is definitely money well spent if it can hold my attention, and it makes me *want* to play it over talking with friends or exploring new spaces on Home;
- Replay most likely;
- If the game lived up to my expectations by being fun and had the ability to play with my friends as well, I believe that Home is as much a social environment as a gaming one at this point so interactivity with my friends is a must;
- I would also consider the group of gamers that the game attracts. Meaning that if I like the game, I would also like to hang out with friends in the main space. EA was the first space that I went to when I first got on here. It offered more than just one game, as well as different rewards for each game. The poker tables were set up tourney style, as well as a running total of earnings for a “Season” and the space attracted more mature gamers. When the space was taken away, I felt lost. I didn’t want to hang out in CP. Too many “noobs,” PM’s, randoms, and just basically sucked. Bowling Alley was okay, just less sucky. Then we got Hudson, which was fun, but you had to wait too long in between races. Then once you got all the rewards, your left with nothing. Now my latest endeavour is Aurora. I got the upgrades for the game in the main space. I have yet to get the personal space. So far, it is proving to be a game that I enjoy playing every day, and that is what really makes me feel that I get my money’s worth;
- Several factors: Did the additional $5 make the game bigger — did it open up new areas, new modes of play? Does continuing to play the game open up new rewards, either granted automatically at various levels (as in Aurora) or purchasable with earned in-game credits (as in Sodium). Is there significant social interaction built into the game, that I would want to continue? Are there PSN trophies? Does playing the game at a more advanced level give me some visible sign of status (Sodium jackets, Aurora number-on-the-back) that I enjoy displaying?
What games do you wish some developer would bring to Home?
Comments:
- Any TRUE multiplayer game where you have the option of playing only with your friends – or playing against random players;
- A real fishing game, that has depth, content, and preferably salt water fishing. People are sick of Bass Fishing. We want excitement. Also as mentioned earlier, I feel a Home Avatar based RPG or MMORPG would be amazing IF done properly;
- FPS 8 player, ffa, ctf etc. Think PS2 online shooters, bring back a couple of maps. How about one map from a current AAA title multi-player in Home for the community to play together, suggest UNC2 co-op one map, How about PSs2 Ace Combat? How about a tank – only 3rd person combat, or a PS1 Street Fighter (or earlier). How about a vtol sim like Gpolice from PS1?
- I really wish Fatal Frame was an option; A ghost mini game where you find and capture ghosts with the camera in a given space or around Home would be awesome. While I play many titles, I consider myself a casual gamer who enjoys a challenge, not just shoot ‘em up’s or endlessly killing. I like to use my head to solve problems, not bashing buttons.
- I would love to see something that is RPG based for once, not a shooter necessarily, but if shooting was a part of it, it would be ok, something on the lines of Red Dead Redemption would sell like hotcakes I think. A western town has endless possibilities, like a saloon with poker and shoot outs in the street, the general store could be the actual store for the PSN. There could be a gold mine for Sony in this I think because they already have cowboy costumes and the like, but could have new dresses for the women and new outlaw outfits for men and better guns for enhancement etc. If they didn’t want to go with the shootout idea how about target practice that is competitive that you could play with at least one friend with rewards for excellence as an incentive;
- It’s hard to say, as the type of games I like might not transfer well into Home (say, large scale RPG’s and platformers). But I think something a la Farmville would do very well. Perhaps something sports related (like a space with a series of mini-games based around summer and winter Olympics events) would be great. Multiplayer Demolition Derby or robot arena battles would be fun!
- I recall someone in HSM wishing for a mini MMORPG and it was an idea that really sounded both possibly doable, and something that would attract people into Home. I would be very interested in seeing it happen;
- Any where one is shielded from griefers – NOT like the bowling alley;
- A Call of Duty mini-game might be nice, or some kind of Gran Turismo type race. Platforming co-ops are always fun in my opinion;
- Racing games. The Audi space in EU is really cool and offers some nice rewards, including a personal space that you can win in the game. Of course poker. As a owner of a Club and the Brimstone Poker table, it’s just not the same. I would also enjoy other card games or casino style games.
- As an older female gamer, I prefer games that don’t require adolescent-boy reflexes or hyper-aggression. I like to explore, enjoy the scenery, talk to people, solve puzzles, collect things and show off my winnings. I’m very fond of RPG titles. I would love to have some kind of massive adventure game in Home, with career path choices, leveling up, manageable challenges (with the occasional “boss”), social interaction and quality items to be earned. And a strong story line, one that engages the emotions and can be discussed with friends;
- I also enjoy the games that reward patient accumulation and recombination — Harvest Moon, Animal Crossing, Monster Rancher, Azure Dreams (a seriously underrated game, in my opinion). If a developer brought out a Home “farm” game (which need not be a literal farm), with ways to display the things you have raised, collected and bred –outside the game, in private and public spaces — it would be total win;
- At HomeStation Magazine, we joke about “My Little Pony.” But the basic concept is valid — a pet you raise and customize, to display and enter in competitions. The Hudson dolphies were a step in the right direction. More advanced breeding, training and customization (and the ability to display your dolphie outside of Hudson) would have made this even more addictive;
- Uno would be a top pick. A version of Risk that you would play for control over Home spaces (rather then countries on a map). Games that incorporate familiar Home spaces would be great. A jet ski race outside the harbor studio, beach volleyball on Irem beach, avatar vs zombies (shooter/invasion type game) at Siren woods.
As you can see, there are a lot of common desires and requests amongst this cross-section of Home users, with a few surprising ideas as well.
HomeStation Magazine would like to once again thank John for taking the time out of his busy schedule to talk with the users of Home. We sincerely hope this meeting was of great benefit to his team, with regards to making future Home endeavors something that’s even more engrossing within Home.
June 14th, 2011 by keara22hi | 12 comments
Keara is also known in Home as DarthGranny. She is a wicked little old lady with a wild sense of humor.
My thanks to HSM and Mr. Ardussi. As a participant in the group, I have to say it felt great to actually be listened to. I’d like to see this sort of thing happen a whole lot more. I’d definately welcome another opportunity to be heard. I must say, you all did a wonderful job at staying focused in spite of some pretty disruptive environmental distractions. Kudos..
Yeah i’m not so sure the public place was a good idea,maybe you could put the surveys in the forums of this magazine in the future,if there are any intended.As a former EA Poker addict i share the regret many of the former players have about it’s removal and glad they are earnest in bringing about it’s return but that wasn’t the way to go about it.I fully realize that neither EA nor Sony are saying much about it’s removal or possible return but John clearly stated all he knew about the situation and there was really no need to hammer the guy with 50 EA Poker questions.I’m not so sure they have lost my sympathy,in fact seeing the deep want for the lost game made me feel even more sympathy for them,but John was clearly not “In the know” about anything EA Poker related so i think after the 1st 2or3 Poker questions he answered the subject should’ve been dropped.However this should be long remembered as a good example of how a good game really got ppl together and how pissed they get when a favorite space is unceromoniously kicked to the curb with no discussions/explanations/care for the users.I hope the answers given are of some help to Sony,i also hope that the desperation shown by the aforementioned “chanting” Poker players was impressed upon John and that it will spur some positive reactions from Sony or EA.
I seem to recall that all were advised to address the poker concerns directly to EA since it was their budgetary issue and out of the Sony developers hands. No budget, no poker. I also recall DarthGranny inviting the poker enthusiasts to make their desires known via the HSM site since so many industry people check in with it every day. I wish everyone concerned would just put it in writing in in the proper forum..one that has a serious chance of making a difference. A few disorganized, disruptive whining home bodies are not going to attract a budget to bring poker back. Seriously poker players -- Ante Up!
If YOU would like to participate in the next survey we do, please send me an email or a PM and I will add you to the invite list.
Oops! forgot to give you my email: keara22hi@gmail.com
and I also get PMs in Home at that account ID and in the HomeForum.
ne1atall added this comment on the HomeForum. I think it is hilarious so I copied and pasted here. We do need to come up with another name!
If I did serve on a Home Advisory Group would I be refered to as a “H.A.G”?
In addition to the angst about poker (Sony needs to realize that something is wrong when there are lots of poker tables in the Godfather space, yet the demand is still huge for the EA ones… maybe something is wrong w/Godfather space!), another frequently voiced concern was the restrictions in items and active items in private spaces.
While it’s 100% up to Sony to correct the situation, one thing the developer mentioned was they won’t be fixed for a “long while.” So we have to expect a continuation of new large private spaces that we simply can not properly decorate, that will end up having barren sections in them. And why should Sony bother… when WE THE PEOPLE simply continue to buy private spaces and furniture items with wild abandon?
I urge all my fellow Homies who care about this situation to simply vote with your wallet. I have been doing this since last year… strangle the revenue stream and someone will react. I’d hate to call it a boycott, but all indications are that may be the ONLY & SOLE way the issue may be rectified.
Stepping back, I’d hope this will become something vaguely regular. Not so much for the gathering of empirical data (which can be skewed by the nature of what questions get posed), but in the more free flowing session like happened after the questions. BUT a better place needs to be found, where the typical disruptive 12-14 year old isn’t allowed. Create a “HSM” user, get a large private space, then add users and over time make sure whomever is added is not disruptive. A LOT more can be gained this way than trying to use a pubic space. Membership in this “advisory group” has to be very much based on being adult.
While the concern about the item restrictions is one I also share, I also understand enough to know that John was not the person to be voicing those issues to.
Think about it: as mentioned in the interview he did with Granny, he *designs* the items and spaces we buy. He has nothing to do with the programming of Home (it’s “core”) and the limits all spaces have. He -- just like we do -- would probably love to see the restriction of items in private spaces raised.
The problem with boycotts are that they rarely affect the ones who make the decisions, but instead affect the people like John, who simply “do the work.” And -- to use the technical term for it -- it would kind of suck if we lost that vital ear, if it came to that.
As for a next time -- I’m fairly confident if such an event(s) happens, it will be in a private space, and if people who are invited still choose to be disruptive, or refuse to let go of topics when the group needs to move on will not be asked back.
And I’m hoping too that in the future, such events will have more advanced notice, and be a bit more specific with the information it is looking to gather.
As for the “boycott” idea,I realize you advocating something slightly different than a boycott but for this discussion I’m calling it the “boycott” idea for easier usage,must we go without for a year or two til’ someone in charge wakes up?There must be a better way that would help Home come up with more user friendly and user wanted ideas that still make Sony and developers cash.My biggest hope for this “advisory group” is that it will become a way for Sony and developers to come up with more user friendly and user wanted ideas that can be profitable.The “boycott” idea might work,eventually,but it’s iffy at best.It SEEMS that at least some ppl,like John,are willing to listen to new ideas hopefully some good will come of all of these talks.Sony,rightly or wrongly,has a public image that’s best described by the 3 “see no evil,hear no evil,speak no evil” monkeys.Groups like the “advisory group” can help change that perception if it is taken seriously by Sony and developers by actually using the good ideas,that are practical,which have or will be offered.
There are a few problems with the Godfather 2 poker tables,hard to see cards,bad communication set-up between players,no leaderboards or items to win,once a game is over your winnings disappear,crappy music that plays over and over again.Ok that last 1 was a problem in the old EA room as well but when it’s added to the others it seems more offensive in Godfather 2.I know some ppl will say that “fams” are a problem in GF 2 but honestly there were alot of them in the EA rooms as well and there weren’t that many problems there.I think GF 2 just suffers from poor planning,I suspect that it was probably rushed in order to be in place before the GF 2 game came out.
Great ideas! I have an unused Club Room that can be set up for use by the Advisory Group. I will get going on that one today.
I have an additional list of suggestions that were made at the Advisory Meeting regarding Game Design and Optional Game Enhancements. I know that in a few days this article will get shoved back to page 2, 3, 4 and then into Siberia, so I am starting a new thread in the HSM Forum to add more of this information as it comes in. I also invite everyone to add more suggestions to that thread.