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[Pandora 22] From analysis to business decision - Mihael Alapic

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[Pandora 22] From analysis to business decision - Mihael Alapic

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Analytics is mostly used to get an answer to how updates in games resulted and if there were some uplifts in main KPIs. The aim of the talk is to show some examples of how analytics is also used to define business decisions and updates in games. This talk will show how to get from analysis to an idea and finally to a successful business strategy because decisions should be based on data as much as possible to have a successful game.

Analytics is mostly used to get an answer to how updates in games resulted and if there were some uplifts in main KPIs. The aim of the talk is to show some examples of how analytics is also used to define business decisions and updates in games. This talk will show how to get from analysis to an idea and finally to a successful business strategy because decisions should be based on data as much as possible to have a successful game.

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[Pandora 22] From analysis to business decision - Mihael Alapic

  1. 1. Mihael Alapić Head of Analytics @ Nanobit FROM ANALYSIS TO BUSINESS DECISION
  2. 2. Put Extra Into Ordinary About the Speaker • Master degree in Mathematics • Data analyst Fashion Nation: Style & Fame Hollywood Story®: Fashion Star • Head of Analytics
  3. 3. games released since 2008 20+ downloads in total to date 235M USD revenue in 2021 45M YoY revenue growth from 2016 52% 18-35 target female age demographics Nanobit is an award-winning mobile games studio, part of the Stillfront Group since 2019. Our mission is to be the leading, most player-centric narrative and lifestyle gaming studio. Put Extra Into Ordinary
  4. 4. Research Idea Production Result analysis Use of Analytics Put Extra Into Ordinary ???
  5. 5. Put Extra Into Ordinary 1. Hollywood Story – FTUE analysis 2. Winked – Monetization analysis 3. My Story – Conversion analysis 4. Tabou – „Bodyguard” story analysis Research analysis
  6. 6. Put Extra Into Ordinary 1. Hollywood Story – FTUE Analysis Research insights: We’ve seen that 5 steps of our FTUE had lower completion percentage
  7. 7. Put Extra Into Ordinary 1. Hollywood Story – FTUE Analysis Idea: Adding tutorial arrows Result: Increased completion rate of those quests The number of users that started quest “8523” increased by 14%
  8. 8. Put Extra Into Ordinary 2. Winked – Monetization analysis Research insights: In comparison with Tabou, Winked had a "slower" conversion curve which means that many users convert later in the game LTV increasing much slower  this could be because of our conversion curve
  9. 9. Put Extra Into Ordinary Research insights: Conversion offers had a big impact on general conversion  41% of payers converted on conversion offers in first 20 days  First Purchase – 18.87%  One-Time Offer – 8.32%  Welcome Offer – 13.81% Winked whales buy more expensive packages than the ones on Tabou 2. Winked – Monetization analysis
  10. 10. Put Extra Into Ordinary Idea: Removing all conversion offers Result: LTV day 28 increased by 36% Conversion stayed the same 2. Winked – Monetization analysis
  11. 11. Put Extra Into Ordinary 3. My Story – Conversion analysis Research insights: In the first story on 5th chapter was the highest gems spend After just 4 chapters completed, 87% of payers converted on gems packages
  12. 12. Put Extra Into Ordinary Idea: One time offer – cheaper and better value package than standard IAP packages for users that were non payers after 5 chapters read Result: LTV day 5 increased by 21% Conversion day 5 increased by 16% 3. My Story – Conversion analysis
  13. 13. Put Extra Into Ordinary 4. Taboo – „Bodyguard” story analysis Research insights: Retention of the story was the best we had in that time Drops visible inside 5th, 6th and 8th chapter Bodyguard had the best special choice monetization, but spend on outfit was low
  14. 14. Put Extra Into Ordinary Idea: Rework of Bodyguard with focus on those chapters and outfit choices Result: Better story progress Better monetization in chapters with new outfits (10,13,15) and chapters with different outfit price (3) 20% increase in revenue per user for users that started reading Bodyguard 4. Taboo – „Bodyguard” story analysis
  15. 15. Put Extra Into Ordinary Analytics should not be used only for reporting. There are various ways how to use data for business decisions to make your game successful. You should not be afraid to try it! Conclusion ”You can’t control what you can’t measure”, W. Edwards Deming
  16. 16. Q&A Put Extra Into Ordinary
  17. 17. Mihael Alapić Head of Analytics mihael.alapic@nanobit.com Thank you!

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