aws "game on" event - games analytics - 19 june 13

CHANGE THE GAME

Copyright GamesAnalytics ©2012

PlayerRelationshipManagement

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Big Data gives developers total understanding of PLAYERS

Heavy investment in CRM to create proactive and intelligent relationships with CUSTOMERS


GamesAnalyticsHierarchy

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GameMetricsAreOK

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• Game performance metrics don’t help you understand players

• Analytics need to be actionable

So what if your

average session per user is 1.2?


PlayerMetricsAreBetter

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• 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?

Player Performance

Metrics

Frustrated Impatient


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 key numbers! • 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 ©2012 8

Segment Players

Design Changes

Monitor Uplift Analyse

Behaviours

• Not all players are the same

• Understanding your player segments and their behaviours helps you optimise game design to improve experiences

• And therefore engagement and revenues

• Key drivers such as difficulty, momentum, resource management and feature consumption will form powerful insight into player behaviours to change your game.


Poker Playing Behaviours

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Aggression Playing Style Average Bet

Value Win Rate

Passive Loose Low Low

Medium Tight Medium-High Medium

Aggressive Medium Medium Low

Aggressive Loose High High

Passive Tight Medium Medium-High

Super Aggressive

Loose High Medium-Low

Poker Playing Behaviours

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Segmentation allows you to dig into the player traits and predict behaviours.

Fish will run out of chips and

need top ups.

Maniacs will burn through chips and be responsive to big bet offers.


RETAIN

MONETIZE

MMO Example

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• Strategic Elite • Under-rewarded and

lapsing

• Kamikaze Killers • Monetize thru

boosters

• Low Skilled Persistent • Train and subtle

monetization


ChangeTheGame

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Copyright GamesAnalytics ©2012 12

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)

PlayerLifecycle


GamesAnalyticsHierarchy

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And finally…

Players are trying to tell you about their experiences

Let’s start listening….

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Thank You

[email protected]

Twitter @gamesanalytics

aws "game on" event - games analytics - 19 june 13

Technology