What does being “Free to Play” actually mean?
Hands on answers to the following questions:
What the heck is a KPI?
Who needs to care about KPIs?
Examples of designing for KPIs
Do’s and Don’ts
List of resources
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GrowingGames. Free to play. Designing for Key Performance Indicators
1.
2.
3. What does being “Free to Play”
actually mean?
What the heck is a KPI?
Who needs to care about KPIs?
Examples of designing for KPIs
Do’s and Don’ts
List of resources
4. What does free to play mean?
A commitment to run Games as a Service
What are Games as a Service?
Games which are DESIGNED to be monitored
and optimized post launch, using analytics to
inform data-driven design decisions, with a
goal to optimized KPIs
What the heck is a KPI?
One of many very dry abbreviations used in
the F2P industry.
Key Performance Indicator. A series of
metrics every service-orientated company
(and their potential investors) uses to
measure performance.
Gathered using analytics sotfware
Like what?
Retention, Conversion, Monetization
And in games
MAU/DAU, ARPU, ARPPU, CPA/CPI (k-factor)
And more
Add more metrics as possible to suit your
needs
Data = power
Beware ‘paralysis by analysis’
5. Who needs to care about KPIs?
EVERYONE!
Designer – will create loops to create
great KPIs
Product manager – will interpret data
returned by those features and make
decisions for improvements based on
team bandwidth.
CEO – P&L overview
6. Retention
How many people who installed the game
played it again?
After how long?
How many times?
Associated KPIs (MAU/DAU/Engagement)
Conversion
How many people x did y?
“Saw an ad and installed the game”
“Played the game and bought something”
Associated KPIs (Monetization)
Monetization
ARPU (Average Revenue Per User)
ARPPU (Average Revenue Per Paying User)
What did they buy?
After how long?
Did they spend more than once?
How frequently?
Total spend?
Play style?
K-Factor/Cost Per Acquisition
How much does it cost to get 1 player?
CPA
How many ‘free’ players will a paid-for player
bring me?
K-factor
7.
8. Emotionally engaged players
Value proposition
Pay to progress
Pay to win
Pay for access
9. In game marketing
Give them what they want; know
when they want it
Know thy player
11.
Look at what works
Iterate!
Consider if a mechanic is
appropriate for YOUR game
Start designing features for
KPIs from the beginning
Redesign the wheel
Think a F2P mechanic will
automagically work in your
game
Throw it in at the end
12. Reading list
Deconstructor of Fun
Game Analytics blog
Mobile Dev Memo
Henric Suuronen
Dubit Platforms
PlayHaven
Gamesparks blog
Adrian Crook
Nicholas Lovell/Gamesbrief
Free-to-Play glossary
- http://www.wavedash.net/2010/04/t
he-secret-glossary-of-social-games-
analytics/
- http://www.superrewards.com/blog/
game-developement-terms-metrics/