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This presentation sets out how to use data collection and player analytics in online games to create better experiences and environments for players. The Games Industry can use data and analytics to create pro-active Player Relationship Management and increase revenues and engagements.
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Copyright GamesAnalytics ©2011
The Science of Listening
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Copyright GamesAnalytics ©2011
PlayerRelationshipManagement
Heavy investment in CRM to create proactive and intelligent relationships with CUSTOMERS
Big Data gives developers total understanding of PLAYERS
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Copyright GamesAnalytics ©2011 Z
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Copyright GamesAnalytics ©2011
Analytics Hierarchy
Personalised Messages
Retention & Revenue Triggers
Segmentation & Behaviours
Player Metrics
Game Performance Metrics
Data Collection
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Copyright GamesAnalytics ©2011
Game Metrics Are OK
• Game performance metrics
don’t help you understand
why players leave
• Analytics need to be
actionable
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So what if your
average session per user is 1.2?
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Copyright GamesAnalytics ©2011
Player Metrics Are Better
• The opportunity is to
understand players
• From analysing first session
can understand
• How long do they play?
• Are they coming back?
• What was their experience?
• Is the tutorial working?
• What was their exit event?
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Frustrated Impatient
PLAYER Performance
Metrics
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Copyright GamesAnalytics ©2011
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%?
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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
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PlayerSegmentation
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Technology
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Copyright GamesAnalytics ©2011
The Science of Listening
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socialise
Players move at different speeds
through this path
Welcome
Tailored Tips
Next Best Purchase
Gifting Resource
Exploring the Store
First Payment Bundles
VIP Strategy
Level Pass
Store Browsers
Resource Depletion
Mentoring
Mission Defeat
Gifting Resource
Loyalty Program
Special Content
Offers (Playing
Style)
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Copyright GamesAnalytics ©2011
• 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%
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Case Study
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Copyright GamesAnalytics ©2011
And finally…
Players are trying to tell you about their experiences
Let’s start listening….
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