double game revenue & engagement:10 killer insights

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DOUBLE GAME REVENUE & ENGAGEMENT:

10 KILLER PLAYER INSIGHTS

©deltaDNA Ltd.

Today’s Speaker

Mark RobinsonCEO & co-founder deltaDNA

@delta_DNA

/company/deltaDNA

/deltaDNA

©deltaDNA Ltd.

The Harsh Economics of F2P

Day One Retention Rates

• On average less than 40% of players return to a free-to-play game after just one session

• 44% have 60 – 80% of players not returning after one session

Many games live with low retention rates and therefore poor lifetime value

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The Harsh Economics of F2P

Conversion from Player to Payer

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Why players leave your game

5

Appointment Setting

Monetization Blockers

Game Blockers

Rewarding

1st 60 Seconds

Game Complexity

Game Difficulty

Repeat Play

Tasks

Tutorial

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Threshold of Engagement

6

TechnicalIssues

TooEasy

Didn’tUnderstand

Tutorial

RanOut Of

Resources

TooDifficult

GoodMomentum

Long 1st

SessionReturn For 2nd Session

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Key Player Behaviors

7

NOT ALL PLAYERSARE THE SAME

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Player Relationship Management

Fast, accurate and flexible dataSegment your players

Check your Heart Beatregularly

Action your insights via TARGETEDIn-game messagingPushAdServingEtc

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The Role of Analytics

…what you need to know10 Killer Insights

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Players who pay later, pay more

Premium daily rewardsSlow content/DLC locking

Good game mechanics are:

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Just converting players to spenders is not enough

Need to plan past the first transaction - build for an IAP ‘loop’

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Social conversion is hard, but later is better

Push social as a way to secure progress / movebetween platforms

Reward for connecting, delay invite push till later

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Night-time players come back

Concentrate live events and time-based rewards for the evenings

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Night-time players pay

Aggressive offers in the evenings

18% increase

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The day of the week impacts retention

Plan User Acquisition for when engaged players are most likely to play

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PC users convert best to payers

Cross-platform is the future, in Unity or others it is easy to release across multiple platforms

Even for obvious mobile games we see strong conversion numbers on PC

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30% more hackers than real payers

Be vigilant with revenue validations Block from PvP and tag hackers in interactions

Make game much harder for hackers

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Android market very different to iOS

Think about where users come from

North America, Europe& South America are the 3 biggest markets for mobile gamesFuture of F2P is more

international think global

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Be Patient and Generous

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Treat your players like people not ATMs

You have novices and experts in your game.Treat them differently

Make decisions from data – reduce guesswork

Know your players and you will create successful games

10 killer insights: summary

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www.deltadna.com

Thank YouMark.Robinson@deltaDNA.com

www.deltaDNA.com/events/delta-gdc-2015-10-killer-insightswww.slideshare.net/delta_DNA