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DOUBLE GAME REVENUE &ENGAGEMENT:
10 KILLER PLAYER INSIGHTS
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Today's Speaker
• Mark RobinsonCEü & co-founderdeltaDNA
twi~er ~ @delta DNA
Linkedml /company/deltaDNA
facebooklJ /deltaDNA
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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
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The Harsh Economies of F2P
Conversion fromPlayer to Payer
- - -0-' '-2 2-3 3-4 4-S S'
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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%
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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
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Key Player Behaviors
REWARDOUT(O"ES
PUACHASEDECISIONS
MOMENTU" NOT ALL PLAVERSARE THE SAME
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Player Relationship Management
Check yourHeart Beatregularly HEASURE
ANALYZE
ENGAGE
Fast, accurate and flexible dataSegment your players
Action your insights via TARGETEDIn-game messagingPushAdServingEtc
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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
.-_.
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The Raie of Analytics
• •1 er nSI
...what you need to know
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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
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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%
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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
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5 Night-time players pay•
0 .75 %18% increase
,....-------.( x
o MIDNIGKT l'1ADNESS
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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 ®
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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...
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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%
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9•
Android market very different to iOS
12% 1
North America , Europe& South America are the 3 biggestmarkets for mobile games
•Europe • •••••.....
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Think about where userscome tram
Future of F2P is moreinternational think global
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10 Be Patient and Generous
14%
52%
4 %
62 %
• •• •• •
.nAINJM~tOtI~ 1.---.......
SOCIALIU
1 Wln/lon laUAIN & INGAGE
- : - playspaœ-
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Thank [email protected]
CHANGETHE GAMEwww.deltaDNA.comlevents/delta-gdc-2015 -10-klller-insigh!§
www.slideshare.netidelta DNA
o@)delta_DNA www.deltadna.com delroDNA
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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