Data & game design

24/04/2012

TITRE DOCUMENT

Agenda

Who is IsCool Entertainment ?

Case Study: leveraging data to boost engagement in Is Cool Defining engagement Understanding key drivers Evolving design to improve performance

Who is IsCool Entertainment?

Social game publisher based in Paris, France

#1 French publisher in terms of audience (450k DAU) & revenue

80 employees

10 million revenue in 2010

4 live applications on Facebook

Case study: boosting engagement of our IsCool application

IsCool was launched in September 2008

Facebook platform was viralitys wild wild west Few actual games existed The project was launched as a research experiment and we

were not prepared for its success

We ended up with a community of 2.5 million MAUs and we worked hard on the product to turn it into a real game Maintain engagement Open avenues for monetization

Case study: Is Cool product evolution

Case study: Is Cool product evolution

Case study: Is Cool product evolution

Case study: Is Cool product evolution

Case study: Is Cool product evolution

Case study: Is Cool product evolution

Problem: after going from: A poke game To a poke game + universe To a poke game + universe + collectible game To a poke game + universe + collectible game + mini games

What is driving user engagement?

Case study: Is Cool product evolution

1: Defining engagement

Tenure length

Visit frequency

Virality

Paying user conversion

ARPPU

Score

Use of feature A,B,C

Key drivers??? Traffic

Case study: Is Cool product evolution

2: Describing engagement patterns: running a segment analysis

Case study: Is Cool product evolution

2: Describing engagement patterns: running a segment analysis K-means with ascending classification

Seg 1: bounced users Seg 2:

Low eng. Users Low visit

frequency

Seg 3: High eng. Users

Hi visit frequency

? Engagement Driver (s)?

Traffic

Case study: Is Cool product evolution

3: Identifying key drivers of engagement Running a correlation analysis between a list of variables and

belonging to segment 2 or 3 Seg 2:

Low eng. Users Low visit

frequency

Seg 3: High eng. Users

Hi visit frequency

Variable 1 Variable 2 Variable 3

Image Exchange activity Variable 4 Variable 5

Very high correlation

Case study: Is Cool product evolution

4: New question: boosting engagement now equals fostering exchange activity

How does image exchange activity works?

Simply advertising exchange feature has relatively little impact

Leveraging graph theory enables us to get a better insights into exchange

networks

Case study: Is Cool product evolution

5: Understanding exchange activity: how is our community structured?

A very large community

Some mid size communities

Lots of small clusters ((mostly 2 players)

Avg Engagement score of users in the large community is 189 (all users avg=100)

Case study: Is Cool product evolution

6: The most efficient way to boost engagement is to connect as many users as possible to the large community Now we have a question that can be addressed with game

features

Creating a forum directly accessible in the game where most active users can get in touch to complete exchange deals

Specific fan page dedicated to exchange activity

Case study: Is Cool product evolution

Case study: Is Cool product evolution