giaf usa winter 2015
TRANSCRIPT
UPCOMING TALKS
Q&A: Trends in mobile gaming marketing, UA and analytics in 2016Filippo De Rose, Business Performance Manager at 99Games
Measuring Collaboration in a Multiplayer GameDeirdre Kerr – Associate Research Scientist at Educational Testing Service (ETS)
The secrets to successful F2P ad monetization: An analytics perspectiveMark Robinson, CEO at deltaDNA
Measuring Collaboration in a Multiplayer Game
Deirdre Kerr & Jessica Andrews Educational Testing Service
12/10/2015
What We Do
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Awesome!
Learning Sciences Data Mining
StatisticsBehavioral Analytics
Goals
Develop a methodology for scaling qualitative analytics Interpretable, actionable information
About individual behavior
Without requiring in-person observations
Define collaborative behavior Often defined as team performance
Different definitions in different contexts
Develop a measure of collaboration Based on behaviors
Independent of performance
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Why Collaboration?
Traditionally qualitative Reflected in problem solving process (not result)
Not measurable outside behaviors
Worthwhile problem Of concern to employers
Unclear impact on performance
No good preexisting measures
Actionable information Remediation
Incentives
Accurate scoring of individuals in a group
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Example Environment
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Generate an Ontology
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Expand to a Behavioral Ontology
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LegendNode ShapesOvals = latent or calculated variablesRounded Rectangles = inferred actionsRectangles = observed actions
Node ColorsLight Gray = task independentDark Gray = task dependent
Expand to a Cognitively Enhanced Ontology
Extract Features
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Create Chains-of-Evidence
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Action Set Label
Action Set Label
I-TAF FrameworkOverview
Bayesian Networks
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Action Set Label Frequency
Frequent
Average
Rare
Collaborative Skill
Excellent
Good
Fair
Poor
Action Set Label Occurrence
Present
Absent
Learned
Predicted/
Measured
Calculated
Using I-TAF with a Different Game
Use the same ontology & behavioral ontology
Update dark gray nodes in the cognitively enhanced ontology To represent different affordances in the
new game
Update features
Update chains-of-evidence To extract the SAME action set labels
Use the same model (Bayesian Network)
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The secrets to successful F2P ad monetization: An analytics perspective
● The only deep data analytics platform dedicated to games
● End-to-end toolkit to optimize & manage engagement, retention, & monetization
deltaDNA: powered by deep data
The evolution of analytics
The secrets to success: why players are leaving
Grinder: Set your strategyThe secrets to success: personalization
THE STATE OF PLAY
• Interstitial are the most commonly shown type of ad • It is most common for interstitial ads to be combined with rewarded ads
The state of play
Most popular advert types
● Average certainty that the right approach is being taken: 54%
The state of play
The state of play
Developer concerns about in-game advertising
● Larger games are more confident in their approach
The state of play
APPROACH TOWARDS ADVERTISING
• Developers are cautious of using advertising, and their approach is varied
The approach taken towards advertising in games
Approach towards advertising
● Games with high ad revenues are more aggressive with ads. These games are
more likely to target casual players, and player numbers are lower
Approach towards advertising
● Games with higher confidence use segmentation. Their revenue from ads is lower than average, but they may be more focused on protecting IAP revenue
● Less confident games advertise more aggressively
Approach towards advertising
● There’s not much difference across genres in whether payers see ads
● Action games are less aggressive with ad serving
Approach towards advertising
THE SECRETS TO SUCCESS
● Focus on the overall monetization strategy is needed ● Data is at the heart of the solution
The secrets to success: developer recommendations
“Think of your game as a marketplace: focus
on integrating monetization strategies as a
joined up component of gameplay”
The secrets to success: Seeing your game as a marketplace
• Uncertainty in the approach towards advertising shows a lack of analytics reporting
• Unnecessary caution & fear of frightening off players with advertising
• Developers don’t have the correct tools to optimize their monetization strategies
• There is opportunity to increase ad density and improve ad revenues
• Developers should match the ad format to the right player
Successful F2P ad monetization: key insights
Q&A SESSION
Trends in mobile gaming marketing, UA and analytics in 2016
Filippo De Rose, Business Performance Manager at 99Games
David Zemke, VP of Business Development at deltaDNA
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