giaf usa: summer 2015
TRANSCRIPT
UPCOMING TALKS
Curating the Mobile Player JourneyKady Srinivasan- Sr Dir, Player Engagement Mobile at EA
Lean AnalyticsWill Perone – CTO at Wicked Fun
IMVU Data ArchitectureJon Watte - VP Technology and Analytics at IMVU
Using Data to Prove the Value of HapticsNick Thomas - Head of Gaming at Immersion Corp
Curating the Mobile Player
Journey
Kady Srinivasan
Sr Dir, Player Engagement EA Mobile
Agenda
• Player Retention
• Managing the Player Journey
• Player Responsive Model
• 4 Areas to support Player Responsive Model
• Madden Mobile Rewards
2
Player Retention Key to Long Live Service
Games
Increasingly live service oriented games indicate heavy emphasis on engagement and
retention over acquisition
0%
10%
20%
30%
40%
50%
60%
ACQUISITION BRANDAWARENESS
RETENTION
Average Company
Player retention is an integral part of product operations and EAM is beginning to invest
Source: Return on Behavior
% o
f D
olla
rs S
pent
3
Managing the Player Lifecycle – Key to Retention
MTX
OFFERTUTORIAL
YES
1. CONVERSION/ENGAGEMENT
CYCLE
MTX
CONVERSION
POINT 2
2. UPSELL/RETAIN CYCLE
UPGRADE
3. AFFINITY X PROMO
NEW
PLAYERS
NO
Presenting relevant “need based” offers at key decision points in a player journey
ENGAGEMENT
OFFER
INSTALLAFFINITY
Opportunity: 4X increase in Retention and 2X increase in Engagement**Source: Urban Airship
Curating Player Lifecycle – Four Key Areas
Player Value
(Who)
Decision Points
Mapping (When)
Desired Action
(Why)
Customized
Offers (What)
• WHO: PLAYER SEGMENTATION: Classify player and
expected value from player (i.e. Whales, Spenders,
Social Influencers)
• WHEN: DECISION POINTS MAPPING: Understand in-
game and out of game behavior and decision points
• WHY: DESIRED ACTION: Identify desired action we
want the player to take
• WHAT: CUSTOMIZED OFFERS: What offers fulfill need
states
TECHNOLOGY&
DATA PLATFORM
A scalable model of meeting player expectations supported by technology and 360 view
of player
Who -> When -> Why -> What
5
Who: Smart Segmentation
Following Best Practice
• RFM Segmentation
• Based on Predictive Propensity
• Multi channel Re-targeting and Customized Offers
• In most games, players treated equal
• Messaging not based on predictive
propensity
• All offers created equal
• No multi channel marketing
Generic Email
Generic
Promotions
(Ex: 7 day
Sales)
BEHIND THE CURVE
• Highly engaged: 3 sessions/day, > 10 mins per session,
plays on iPAD• User has low probability of churn but high propensity to monetize
• Show 10% interstitial offer on 2nd day, 50% on 4th day, push notification on 5th
day, IAN on 10th day
• High monetizer: 1 sessions/day, > 10 mins per session• User is fickle, convert early and high
• Show new and exciting content ad on 2nd day, show how to use premium
content, offer 50% off on 2nd purchase
• Fickle user: < 3 sessions/week, < 10 mins per session• User is fickle, retain
• New and exciting content, push notes on Day 3, 5 and 7
• Reminders to come back and play for new content through mobile notifications
• If not engaging, X promo or show GMS ad
CURRENT STATE
Step function changes in targeted and segmented messaging in the last year
6
Who: Smart Segmentation V2.0
0
0.5
1
1.5
2
Push Note Response Predictors
PNResponse RevenuePOST_PNResponse
Predictors informed “personas” created from game play variables
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
$-
$2.00
$4.00
$6.00
$8.00
$10.00
Friends Explorers Offerhogs Rushers
DARPU & PN Response Rate by Persona
DARPU PN_response %
Personas
FRIENDS EXPLORERS OFFER HOGS RUSHERS7
Key: = PN = PN / IAM = IAM Green Text = New Campaign
When: Key Points During Player Journey
1d Churn PN
3d Lapsed PN
5d Lapsed PN
Job Complete PN
Tutorial Complete
IAM
~3x Status Quo Event-
based Notes
7/30/60d Lapsed
Spending
Friend Visit IAM
7/30/60d Lapsed Spender
7/30d Single Transactor
~3x Status Quo Event-
based
GranpaWinback(Email Only)
14/30d Lapsed PN
Merch Engine IAM / PN
Promo Reminder PN
Predictive Churn iAM / PN
Lapsed Sage 7/30d PN
New
Player
Mature
Player
Elder
Player
Player journey enhanced to drive greater touch points at relevant intervals
8
What: Need Based Offers
RETARGET
LAPSED PLAYERS
FIRST TIME BUY
OFFERPERSONALIZED
PUSH NOTE
REPEAT
SPENDER
OFFER
eCRM PII
COLLECTION
NETWORK AFFINITY AD
These messages are triggered at appropriate points in the player journey
Right Message, Right Player, Right Time
REPEAT MTX
OFFER
9
Degree of customization
What: Need Based Offers V 2.0Provide compelling and differentiated offerings to influence the desired action
Stage One
All
Players
• Relevant and Personalized
Messages
• Promotions, Offers and
Discounts
• Limited and Unique
Products/New Affinity Titles
• Personalized
Products/Store
• Personalized Game Play
Differentiated
Experience Driven By:
Relevant
MessagesPromotions Unique
Products
Personalize
d Products
Personalize
d Game
Play
Stage Two Stage Three Stage Four Stage Five
130
140
Summary
Managing the player journey – massive opportunity but fraught with complexity
Needs tight integration between Analytics, Marketing and Product Management to
accelerate
How can you unlock this potential?
Lean Analytics
Will PeroneCTO & Cofounder
August 2015
Who Am I?
• Designing and Programming games since age 11
• Making mobile games since 2005
• Making social games since 2007
• Worked for Glu, Funzio, Kixeye
• Started 3 companies - Andrograde, RubyCoins, Wicked Fun
State of Wicked Fun
• Venture backed
• 16 employees
• Cross-platform real time multiplayer game
• Pre-revenue
• Iterating the product fast
• Iterating UA/Marketing fast
A Conundrum
Be as lean as possible
Iterate as fast as possible
Execute the highest quality bar possible
Different Needs for Analytics
Business Intelligence
– Industry standard events easy
– Hard to dig into the ‘why’
Design
– Want complex game balancing metrics
– Want in-game economy related analytics
Engineering
– Want performance/bug/crash monitors
Wicked Fun’s Solution
• No dedicated PM/Analyst
• Focus on a few core metrics per department
• Don’t waste time building analytics in-house
• Empower each team to do their own analytics
• Balance quantitative and qualitative analysis, don’t let analytics run your life
– Analytics can mislead you on what to focus on
Design
• Use hierarchical events for balancing• Not all off the shelf analytics platforms support hierarchical events, may have
to manually do it
• Total in-game currency, Net currency over time
• What are people buying in game
• Certain things still require engineering to get involved (db queries, adding events to code)
Engineering
• Use analytics as crash report statistics and performance/net monitoring tools
– Ping, packet size, function times & counts…
– Set up special API keys so you can turn it off if event traffic too high
• Set up a different analytics API key per platform (mobile, web, PC…)
– The platform itself will color user behavior even if the game is exactly the same
BI
• Retention (D1, D7)– Connected to # people who convert to paying
– How long does it take for people to buy?
• Total funnel is hard to set up but worth it– View ->Install ->Register ->Tutorial ->Screen flow
– Higher dropoff in your marketing or in your game?
• What is the first thing people usually buy?
• Organics vs Paid Installs -> Virality– Key to cheap UA
Industry Challenges
There is still no good solution for cross-platform marketing, attribution and analytics
Supporting infrastructure for real time multiplayer cross-platform games is still in its infancy
Developers want real time analytics data feed to personalize UX to customers
IMVU Data Architecture
Jon Watte, 2015-08-10
VP Technology and Analytics
Avatars Lean Start-up
User Generated Content
Continuous Deployment
Virtual CurrencySocial
Entertainment
Social VR Multi-platformReal-time atWeb Scale
Data Architecture
resty
download
mobile
web
istatd
Fun Facts
400 database shardsfor customers
Haskell uses 10% as much CPU as PHP
20 million item catalog(works in VR, too!)
Top selling UGC has sold > 1 million!
IMVU creators pay the rent with UGC
End-to-end analytics reduces payment fraud
Recommenders give users what they want
Price Elasticity optimizes revenue
12,000 new items per day
700,000 items sold every day300,000 metrics
10 second interval
Contact
https://engineering.imvu.com/
https://github.com/imvu-open/
JOIN IN THE CONVERSATION PARTICIPATE IN THE NEXT GIAF
Analytics for Games [email protected]
www.deltaDNA.com/GIAF