Report: Bing Gordon Sets $3/Hour Online Game Guideline

Online gamers need to generate around $3 of in-game value per hour for themselves to stay entertained, according to venture capital firm Kleiner Perkins Caufield & Byers. Reported by news site VentureBeat, firm partner and game industry veteran Bing Gordon explained that $3 an hour is the sweet spot for giving players the impression that they are achieving something real, and are actually generating real value out of the game. For example, in Zynga's FarmVille, players should be generating $3′s worth of gifts and coins per hour to keep them satisfied with their gaming experience. Gordon said that, regardless of the game they are playing, whether it be subscription or microtransaction-based, players are much more likely to continue using the game is they are given the illusion that they are creating a suitable amount of value. He argued that $3 an hour is just the right amount, noting that it gives the player the feeling of satisfaction, without making the experience too easy. Ex-Electronic Arts veteran Gordon recently launched sFund, a $250 million fund for social apps that is supported by Facebook, Amazon, Zynga, and other firms. He was also granted the Academy of Interactive Arts & Sciences' Lifetime Achievement Award back in February.