Upload
maciej-mroz
View
176
Download
0
Tags:
Embed Size (px)
Citation preview
GREENLIGHT
It's a game, so we have to ask:
Is it fun?
But it's also business, so the second question is:
Why should we build it?
GREENLIGHTDo the homework
Who is the game for (target group)?
What is the target platform?
What is the unique selling point?
IP licensing opportunities?
GREENLIGHTDo the homework
What our competition is doing?
Do we have any benchmarks for similar products?
What are alternative projects we could do?
Do we have the resources?
MARKETING PLAN
What is the marketing budget?
How are we going to acquire users?
How are we going to keep them?
How are we going to monetize?
DEVELOPMENTKeep it short!
If you keep it under wraps, you are:
• Not learning about your realusers
• Not validating assumptions made at greenlight
• Not adapting to market changes
• Possibly just burning money
Canceling project early can be a success!
Validate your game idea first
•Everything else usually can be deferred
•MVP is probably half of what you think it
isEvery game
is a learning
opportunity
Be prepared for the
unexpected
Careful about future
proofing by developers
DEVELOPMENT PROCESS“Lean startup” approach
Team dedicated to
a game may
actually grow post
release
Users expect new
content/features to
be delivered on
regular basis
A lot of effort
spent on
optimization
• A/B testing
experiments
• Exploratory
analytics
Successful games
are serving
players for many
years
11
DEVELOPMENT PROCESSRelease is only the beginning...
F2P- DOMINANT BUSINESS MODEL
F2P is nothing new - Dropbox, Evernote, etc
Revenue opportunity vs marketing opportunity
• Top spenders/hardcore fans vs casual players vs non-spenders
• No such thing as "average player"
• Value perception is subjective
VALUE OF DATA
Provide actionable insights
Provide great content recommendations
Provide more accurate ad targeting
VALUE OF DATA
Optimize pricing
Make operations more efficient
Improve categorization/tagging/
sentiment analysis
BASIC KPIS
Basic metrics and their meaning
• MAU/DAU
• Retention (D1/D7/D28)
• Avg. session time, Avg. sessions
• Conversion, ARPPU
• ARPU
o Incorporates other sources of revenue than direct payments
• Virality, social interactions
LTVOne metric to rule them all
LTV - Life Time Value
LTV for users who already left is definite, but not really useful
We have to predict!
There's no such thing as universal LTV formula
• Too many moving parts
• So we build models
OPTIMIZING PLAYER LIFE CYCLE
LTV is an outcome of massive and never ending work
• New content
• A/B testing of game features
• Funnel analysis
• User segmentation/classification
• CRM systems
• Community management
USER ACQUISITION
Game will not be successful without great marketing
o Don't bet your life on being one of the outliers!
CAC - Customer Acquisition Cost
If LTV > CAC, you're good
Organic traffic is not really free, CAC > 0!!!
USER ACQUISITION
In reality it's a bit more complex than that:
• LTV varies by user cohort
• CAC varies by acquisition channel, targeting, even time
• LTV vs CAC is predicted and tracked per campaign
• Can even be predicted per user (RTB)
ADVANCED TOPICS
Recommendation systems
Classification/clustering of players
Fraud detection
Cross promotion inside portfolio of games
• Optimal path of player
• Indirect acquisition
• Amortizing CAC across multiple games