mobile game analytics: presentation by outplay at games analytics and bi forum
DESCRIPTION
Game Analytics – The Challenge of Mobile - The Mobile Challenge - Understanding Player behavior - Impact Mapping - Advanced Visualization; Dynamic user behavior horse race graphs - Interventions and Experiments; Multivariate Experiments in the mobile space and client-side interventionsTRANSCRIPT
Thomas Hulvershorn
Outplay Entertainment
Established 2011 in Dundee Outplay Entertainment is a fast growing, venture-backed Developer and Publisher of social and mobile Games.
Understand Performance
Verify Assumption
Support Design
Discover Insights
Thomas Hulvershorn
Complex F2P Business Model
Understand Free to Play mechanics
Game is installed on Client site
Experiments and Dynamic changes tricky
Expect Hacking, Fraud, Bad Data
“Big Data” volume
Deal with 4-5 Mio events per day
Game can be played Offline
Anonymous Players
Challenges
Thomas Hulvershorn
Profit = - Costs Players LTV
Profit
+ Income
- Costs
Operational
Acquisition
Partner…
Players
LTV
Paid
Unpaid
Retention 1d On-boarding
7d Mid Term
30+d Long Term Customer Support
Stability and Availability
Community Management
Game Design…
Adverts…
Game Content
Payer / HVC…
Engagement…
Demographics
Products
Appeal / Ease / Value for Money
Pricing
Provider
Appeal
Type
Condition / Model
Frequency
Content
F2P
Opportunity Map Technology / Devices
Discovery
Cross Promo / Viral
Direct Acquisition…
Indirect Acquisition…
Store Ranking
Organic…
Marketplaces
Strategic Partner
Player Type
∅ Ads
∅ IAP
∅ App. Purchase Thomas Hulvershorn
“I want us to add more Levels!”
“We need to have Daily Challenges”
“The Tutorial is too long”
Impact Mapping…
…methodology helps defining our Strategy
Why do we want these features implemented?
What are the assumptions behind the choice?
How do measure the success of our selection?
Quantify Goals, validate Assumptions and measure Impact…
...Games Analytics
>What is the Goal?
>Who can help you?
>What Impact do you expect?
>How can this be done?
Thomas Hulvershorn
60%
+20%
3%
+5%
5%
95%
Thomas Hulvershorn
Sample Group A Sample Group B Control Group
Project Stakeholders Real Time Analytics
ETL Layer
Analysts Tracker
Store Data
Analytics Events
Game on Store
Download Deploy new Version
F2P Data Feedback
Driven Deployment
Game Life cycle
Player
Lau
nch
Cloud
Game Settings Outplay Server
Mo
dif
y Se
ttin
gs
Set
up
Exp
erim
ents
Game Settings
Producer
Feature Backlog
Targets Designer
Game in Vault
Product Team
New Version
Sign off and Store Submission
Game Development
Client Update
Thomas Hulvershorn
Retention 7d / 14d
Revenue 7d/14d
Control Group
Inspired by http://drewconway.com/zia/2013/3/26/the-data-science-venn-diagram
Coder
Scientist
Designer
Potential Players
Outplay Gamers
Genre Lovers
Demographics
Social Friends
Community
Invested Players
Paying Players
Loyal / Returning
Skilled Players
Absorbed
Encourage Spending
Increase Retention
Educate Players
Game is Fun
Make it worthwhile
Reward Loyalty
Balance Game
Vary Game
Players on the decline
No follow Purchase
More Infrequent
Stuck, No progress
Shorter Sessions
Loosing Interest
Lost Interest
Gam
e In
stalled
Campaign
Organic
First Laun
ch
Players on the Fence
Non Paying
Rarely Playing
Noob Player
Short Sessions
Cross Promo
Re Targeting / Engage Dormant Players
Optimise Campaign Set up
Cross Promo Other Games, Retargeting
Dormant Players (not playing)
Never got it
Active Dislike
Passive Dislike
Lost Players (uninstalled)
Unexplained / Technical
Social Players
+ Organic Growth
+ Invested Players
+ Demographics Info
Player Journey
Never Launch
Re
En
gage
No
Inte
rest
Thomas Hulvershorn
started level
2014
-07-
02
All users who started a level that day
Each row represents
one event fired by
one particular user
during that day
2014
-07-
01
2014
-07-
02
2014
-07-
03
2014
-07-
04
first launch
started level
competed level
failed level
first launch
started level
competed level
failed level
Users per event per day
Event Matrix
Use
r In
dex
Data
Technology Setup
3rd Party Tool for Data Gathering / Storage and Ad Hoc Analytics
Internal dedicated Analytics server „Daten Butler“
Multiprocessor, SSD, Linux Server
Runs all scripts (Ruby and ‚R‘)
Stores offline data
Launch Ceremony Daten Butler 08/14
>For Cohorts, by individual user, with selected
properties
>Allows to answer ALL relevant questions!
Priority is Player Satisfaction and Fun
“If your game sucks, data won’t save you”
Data Analyst
at Outplay
> Outplay.com
> Twitter @DerHUL
> Further Reading
> ‘The Lean Startup’, Eric Ries
> ‘Data Analysis’, Phillip K. Janert
> ‘Impact Mapping’, Gojko Adzic
> ‘Freemium Economics’, Eric B. Seufert
> ‘Data Visualisation with D3.js Cookbook’, Nick Qi Zhu