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`




                  The Science of Listening




Copyright GamesAnalytics ©2011
`
PlayerRelationshipManagement




    Heavy investment in CRM to
                                      Big Data gives developers total
   create proactive and intelligent
                                        understanding of PLAYERS
   relationships with CUSTOMERS

 Copyright GamesAnalytics ©2011
`




Copyright GamesAnalytics ©2011
                                 Z
Analytics Hierarchy              `


                                      Personalised
                                       Messages

                                       Retention &
                                     Revenue Triggers

                                     Segmentation &
                                       Behaviours

                                       Player Metrics

                                     Game Performance
                                         Metrics

                                       Data Collection

Copyright GamesAnalytics ©2011
Game Metrics Are OK`
 • Game performance metrics
   don’t help you understand       So what if
   why players leave                 your
                                    average
 • Analytics need to be           session per
   actionable                     user is 1.2?




 Copyright GamesAnalytics ©2011                  5
Player Metrics Are Better
                      `


 • The opportunity is to
   understand players
 • From analysing first session           Frustrated                 Impatient

   can understand
       •     How long do they play?
       •     Are they coming back?
       •     What was their experience?
       •     Is the tutorial working?                    PLAYER
                                                       Performance
       •     What was their exit event?                  Metrics

 Copyright GamesAnalytics ©2011                                                  6
`
Analytics Built-In
• Data Collection part of development cycle
• Standard events and custom events
• Have data plan to monitor player status

• Apply best practice F2P design principles

• Then focus on player behaviours
• Use beta to optimise game design with real players
• And think about messaging strategy
      • If 70% players only have one session how do we get them to
        come back?
      • If 1% pay what about the other 99%?
                                                                     7
Copyright GamesAnalytics ©2011
`


• Monetization is weakest performing
  section – often too harsh
• Game mechanics strong in mobile
• Social games have poorer retention
  than mid/hardcore
• Gambling mechanic least used – only
  implemented in 28%
• Only 22% of games deliver good 1st 60
  seconds for novice players
• Levels of competitive play increasing
Copyright GamesAnalytics ©2011            8
`
PlayerSegmentation




Copyright GamesAnalytics ©2011       9
`
Technology




Copyright GamesAnalytics ©2011
`
The Science of Listening
                                                                                                        Players move at
                                                                       socialise                        different speeds
                                                    Resource                 Next Best
                                                    Depletion                Purchase                     through this
                                                                                          Offers              path
                                                              Store
                                                            Browsers       VIP           (Playing
                                             Level Pass                                   Style)
                                                                        Strategy
                                 Exploring      Mission     First                             Loyalty
                                 the Store      Defeat    Payment                            Program
                                                          Bundles
                                                                                                          Special
                        Tailored             Mentoring                                    Gifting         Content
                          Tips                                                           Resource
                                      Gifting
                                     Resource
                 Welcome


                                                                                                                      11
Copyright GamesAnalytics ©2011
`
  Case Study
• Mobile Racing Game on ioS and Android
• Set Up Messaging based on behaviours
    •     Pimp Your Car – Decoration Offers
    •     Slow Coaches – Level Pass
    •     Fast Track – Energy Discounts
    •     Fast Track – Upgrade Discounts
    •     Frustrated – Energy Gifts
    •     VIPs - Status Rewards
• 1 M downloads in 5 days – No.2 in Apple Charts
• From data collection to messaging in two weeks
• Results
    • Increased revenues by 38%, Improved retention by 95%   12
  Copyright GamesAnalytics ©2011
And finally…                                        `




                         Players are trying to tell you about their experiences

                                         Let’s start listening….




                                                                                  13
Copyright GamesAnalytics ©2011
`




                  Thank You

 mark.robinson@gamesanalytics.com



Copyright GamesAnalytics ©2011

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The Science of Listening

  • 1. ` The Science of Listening Copyright GamesAnalytics ©2011
  • 2. ` PlayerRelationshipManagement Heavy investment in CRM to Big Data gives developers total create proactive and intelligent understanding of PLAYERS relationships with CUSTOMERS Copyright GamesAnalytics ©2011
  • 4. Analytics Hierarchy ` Personalised Messages Retention & Revenue Triggers Segmentation & Behaviours Player Metrics Game Performance Metrics Data Collection Copyright GamesAnalytics ©2011
  • 5. Game Metrics Are OK` • Game performance metrics don’t help you understand So what if why players leave your average • Analytics need to be session per actionable user is 1.2? Copyright GamesAnalytics ©2011 5
  • 6. Player Metrics Are Better ` • The opportunity is to understand players • From analysing first session Frustrated Impatient can understand • How long do they play? • Are they coming back? • What was their experience? • Is the tutorial working? PLAYER Performance • What was their exit event? Metrics Copyright GamesAnalytics ©2011 6
  • 7. ` Analytics Built-In • Data Collection part of development cycle • Standard events and custom events • Have data plan to monitor player status • Apply best practice F2P design principles • Then focus on player behaviours • Use beta to optimise game design with real players • And think about messaging strategy • If 70% players only have one session how do we get them to come back? • If 1% pay what about the other 99%? 7 Copyright GamesAnalytics ©2011
  • 8. ` • Monetization is weakest performing section – often too harsh • Game mechanics strong in mobile • Social games have poorer retention than mid/hardcore • Gambling mechanic least used – only implemented in 28% • Only 22% of games deliver good 1st 60 seconds for novice players • Levels of competitive play increasing Copyright GamesAnalytics ©2011 8
  • 11. ` The Science of Listening Players move at socialise different speeds Resource Next Best Depletion Purchase through this Offers path Store Browsers VIP (Playing Level Pass Style) Strategy Exploring Mission First Loyalty the Store Defeat Payment Program Bundles Special Tailored Mentoring Gifting Content Tips Resource Gifting Resource Welcome 11 Copyright GamesAnalytics ©2011
  • 12. ` Case Study • Mobile Racing Game on ioS and Android • Set Up Messaging based on behaviours • Pimp Your Car – Decoration Offers • Slow Coaches – Level Pass • Fast Track – Energy Discounts • Fast Track – Upgrade Discounts • Frustrated – Energy Gifts • VIPs - Status Rewards • 1 M downloads in 5 days – No.2 in Apple Charts • From data collection to messaging in two weeks • Results • Increased revenues by 38%, Improved retention by 95% 12 Copyright GamesAnalytics ©2011
  • 13. And finally… ` Players are trying to tell you about their experiences Let’s start listening…. 13 Copyright GamesAnalytics ©2011
  • 14. ` Thank You mark.robinson@gamesanalytics.com Copyright GamesAnalytics ©2011