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DOUBLE GAME REVENUE &ENGAGEMENT:
10 KILLER PLAYER INSIGHTS
Today's Speaker
• Mark RobinsonCEü & co-founderdeltaDNA
twi~er ~ @delta DNA
Linkedml /company/deltaDNA
facebooklJ /deltaDNA
The Harsh Economies of F2P
Many games live with low retention rates and therelore poor Iiletime value
Day One Retention Rates
• On average less than 40% 01players return to a Iree-to-playgame alter just one session
• 44% have 60 - 80% 01 playersnot returning alter one session
..".
5<,"
l
1
0-20 21-"0 41-60 61-80 81-100
The Harsh Economies of F2P
Conversion fromPlayer to Payer
- - -0-' '-2 2-3 3-4 4-S S'
Why players leave your game
Appoinlmenl5ellr'lg
Monelizalion Brcccers
Game BIOCkers
Rewarding
rst 60 seconds
Game Complexity
Game Diflicully
aepear Play
Tasks
Tutcnat
0 % 10% 20% 30% 40% SO% 60%
Threshold of Engagement
Engagement Drivers
--)
1
111111
-~) 1111
Engagement Barriers
TechnicalIssues
Dtcn'tUnderstand
Tutorta!
RanOui QI
Resources
TooDilficult
TooEasy
Long 1-'Session
RelurnFor 2r'1:l
Session
GoodMomenlum
Key Player Behaviors
REWARDOUT(O"ES
PUACHASEDECISIONS
MOMENTU" NOT ALL PLAVERSARE THE SAME
Player Relationship Management
Check yourHeart Beatregularly HEASURE
ANALYZE
ENGAGE
Fast, accurate and flexible dataSegment your players
Action your insights via TARGETEDIn-game messagingPushAdServingEtc
1 Players who pay later, pay more
520
S17
~ SB
Good game mechanlcs are :
• Prerraum daily rewards
• Slow content OLe 1od\l1g
•
r if,C:OlllCT STAHDARD auy JUUY
HIIIIIEY SET Of' KEYS
o 1 2
.-_.
The Raie of Analytics
• •1 er nSI
...what you need to know
2 Just converting players to spenders is not enough•
52%
JAVQ . ht spend
Av; . revenuepe, paylng U50er
$8 1
$21
Need to plan past the flrsttransaction- build for an IAP 'loop'
OlfflCULTY30%
more then 32
18%
1
3 Social conversion is hard. butlater is better•
,
22% TO PLAY "CROSS!'1ULTIPU OlvtCU
Frlends Invitation 4%III(WAIIIO 100 CQlN'"
8%
f•. . .-•
..-....
_ '"
Push socia l as a way ta secure progress Jmovebetween platform s
Reward lor ccmectmq. delay invrte push tilllater
more than 3o
3%
4 Night-time players come back•
.. 1 ,_ r"
22%28'
Concentrate live eventsand lime-based rewards forthe evenings
ENTIER NOW'
TOP 100 ENTRIES TOP 10000GU SPECIAL 'U" GU COIN IONUS
CLOSES 11 59 PM
x
5 Night-time players pay•
0 .75 %18% increase
,....-------.( x
o MIDNIGKT l'1ADNESS
6 The day of the week impacts retention•
Plan User Acquisition forwhen engaged players aremost Iikely ta play
24%
®
1
@
o 27
26
28®
25%
@26 ®
7 PC users convert besl to payers•
1.1 %
Cross-platform is thefuture, in Unily or othersil is easy to releaseacross multipleplaUorms
Even for obvious mobilegames we see strongconversion numbers on PC
0...
8 30% more hackers than real payers•
Make game much harder for hackers
1
o
Be vigilant wlth revenue validationsBlack fram PvP and tag hackers lnInteractions
/ \
, \ / ,, ,\ / .(
/
/ \ / \
\ / / \ \ /
\ /
1.5%2%
9•
Android market very different to iOS
12% 1
North America , Europe& South America are the 3 biggestmarkets for mobile games
•Europe • •••••.....
••••••• ••••••. .... '".:' ::::. J--~--------• •• •••"::'.. ::::::••••••••••••••••• •••. .
• ••••••••••••••• • •••••• ••••
13%
•••• •
• •• •••• ••••••.....• •••• •••• •••• •••• ••• ••• •••
•
22 %
••
•••
•• •• ••••••••••.......•••••••••........."":::::::::·U·~· -I• •••••••••• ••••••••• ••••••••••••••••.......•••••• •...........•• ••• ••••••
••••••
• ••• •
• •••••• •••••••••••• •••••••• • •• • o ••• • • • • •••• • •• o ••••• •••• •• ••••••••• •• ••• ••• ••
"'!~~..~-------:::t '"·... 1~:: •North
Amorico
• •• • •••.. . .......• • • • • • • • • • • • ••••••••••••••••••••••• • •••••••••••••••••• ••••••••••••••••••••••• •••••••••••••••••••••• •••••••••••••••••••••• ••••••••.... . ..• • • • • •• • •••••••• • • • ••••••••••••• • ••••••••••...........
• •••••••••••••••••• ••••••••• ••••••••• •••••••••••••••••• • • • • •• • • • • •• • • •• •• • • • •
• • • ••• • • • • •......• •••• • ••• ••••• •••• •• •••••••
Think about where userscome tram
Future of F2P is moreinternational think global
10 Be Patient and Generous
14%
52%
4 %
62 %
• •• •• •
.nAINJM~tOtI~ 1.---.......
SOCIALIU
1 Wln/lon laUAIN & INGAGE
- : - playspaœ-
Thank [email protected]
CHANGETHE GAMEwww.deltaDNA.comlevents/delta-gdc-2015 -10-klller-insigh!§
www.slideshare.netidelta DNA
o@)delta_DNA www.deltadna.com delroDNA
10 killer insights: summary
1 Treal your players like people not ATMs
2
•
3.. J
4. .
You have novices and experts in your game.Treat them differently
Make decisions trom data - reduce guesswork
Know YOUf p1ayers and you will create successfulgames
H EASuR E
ANAlYZE
ENGAGE
