[閒聊] Epic 認為遊戲內消費可幫助衝動購買

https://bit.ly/3aYKOOY

Judge Yvonne Gonzalez Rogers found this argument compelling enough
to follow up on. Why couldn’t iPhone users buy V-Bucks through
Safari, she asked, before Fortnite’s ban in August? Epic CEO Tim
Sweeney admitted that Epic could have added the feature — but “
it wasn’t a very attractive option for our customers,” Sweeney
told her. If somebody wants to buy V-Bucks, he said, there’s a
good chance they’re already looking at an item in Fortnite. “To
set Fortnite aside and pull out some device, browse to a website,
log in, make a transaction there, it’s extremely inconvenient.”
In short, “there’s a huge amount of payment processing and
customer friction associated with selling a user of an app an item
outside of that app.”

法官問 Epic CEO 在 Apple 下架 Fortnite 前，為什麼不考慮讓使用者
在 Safari 購買 V-Bucks, 然後回到遊戲中消費?

CEO 則回答 Apple 允許這種方式。但是你在看某個商品時，還要特地跳出去買
再回來使用很不方便。

But after asking how old most Fortnite players were, Rogers
suggested that a little friction might be a good thing. “Why is
it so inconvenient that someone can’t make what I would call, as
a parent, an impulse purchase?” she asked. “Isn’t that a
responsible way to deal with a young client base?” If people can
buy V-Bucks and then switch platforms, “what you’re really
asking for is the ability to have impulse purchases.”

Sweeney said Fortnite had parental controls, but he didn’t
dispute Rogers’ basic point. “Yes. Customer convenience is a
huge factor in this. People are much more likely to make a
purchase if it’s easy to make a purchase,” he said.

之後法官問 Fortnite 的玩家年齡分佈，並說這樣的不便對於家長可能是好事，
Epic 的訴求背後是否要強化衝動消費。Epic CEO 說他們有家長監控機制。

Benjamin Simon is the CEO of a company called Yoga Buddhi, which
runs an iOS app called Down Dog. (Sadly, nobody in court thought
to make an Updog joke.) Yoga Buddhi offers a hefty discount for
signing up outside the iOS app. And unlike Epic, it’s fine
sending people to a website. Simon claims, however, that Apple
makes finding that website as hard as possible.

Simon says that Apple rejected several versions of Down Dog that
reference getting a discount elsewhere. Right now, about half the
iOS user base apparently pays a premium to sign up through the App
Store. For comparison, only 10 percent of Android users pay a
similar premium through the Play Store, because Google doesn’t
have the same restrictions.

Simon acknowledged that Yoga Buddhi can reach customers via other
methods like email and help them switch to the discounted version.
The problem, again, is friction. “We’re restricted in our
ability to communicate with our customers from within our product,
” he complained.

證人 Benjamin Simon (Yoga Buddhi CEO) 則說他們有實際做過另外網頁讓
使用者訂閱，但是直接在 App 宣傳這件事會被 Apple 下架。他們只能
把資訊藏得很隱晦。因此目前有 50% iOS 使用者在 app 內訂閱，而
Android 則是只有 10% 在 app 訂閱。

他也提到 email 或其他方式宣傳網頁訂閱優惠沒問題，但是這方法太麻煩了。
為什麼我們不能直接在產品內跟用戶溝通?

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