Free2 play soft launch obtaining tangible results through action-oriented analytics - maxime...
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Free2Play Obtaining tangible results through action-oriented analytics Maxime Montasheri Director of Publishing Playsoft October 2014
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This presentation is a crossroads between Business, Marketing, Data Analysis, and Production. It presents what is important from a free2play business perspective, how and what needs to be tracked, and how a company can make sure results are delivered based on the data gathered. A basic business awareness of the free2play market is necessary, but data analysts and production-oriented people can attend and get useful insights.
Transcript of Free2 play soft launch obtaining tangible results through action-oriented analytics - maxime...
Free2PlayObtaining tangible
results through action-oriented analytics
Maxime MontasheriDirector of Publishing
Playsoft
October 2014
About Playsoft
Games services
World class games creation and
postproduction services
PublishingWe produce and publish AAA and casual mobile
games
Key facts:• Funded in 2004• Around 100 employees on 2 locations (Paris France, Gdansk Poland)• Game development studio and porting house
Gaming agencyWe help you promote your
brand through gaming
Free2Play
Virality
Free2Play system
Monetization
AUDIENCE
Engagement
Acquisition
Retention
Building success:1. Retention through
engagement2. Virality3. Monetization &
Acquisition
Making money with Free2Play
Acquisition cost
PlayerLifetime value
Oh my god! The Balance is positive, let’s pour in the
MILLIONS!!
Enga
gem
ent
rete
ntion
mon
etiza
tion
Lice
nse
Stor
e su
ppor
t
Vira
lity
PR
Free2Play fundamentals
If all this is unfamiliar… here is a reading recommendation
Free-to-Play: Making money from games you give awayBy Will Lutton
This book is a quick overview of the reason why Free2Play works, and what are the most important aspects you should consider when trying to build a successful free2play game.
Analytics
1. Monitor business performance
Free2Play use of analytics
2. Optimize business performance by guiding production efforts
o Poor implementation of tagging planso Lack of trust in resultso Can’t get useful informationo No action is taken
Analytics in the real world – common pitfalls
WHA!HA!HA!HA!
HA!HA!
- List events- Find things to track- Implements tags
Common (bad) approach observed in the trenches
Tagging Launching Thinking
- Access data you can get easily- Try to build a graphic
Oh no, we’re screwed!Not a problem, we had no
budget for changes anyways…
- Ooops!! we can’t get/display this interesting info we need
- Ooops!! tags have been implemented incorrectly and data is incorrect
Analytics: a new healthy approach
Thinking Tagging & testing
Softlaunch & iterating Launching
o Business questionso Subquestionso Graphics mockupo Relevance checko Analytics package limitso Enrich
Thinking Tagging & testing
Softlaunch & iterating Launching
o Consolidate tagging plan
o Implement tagging plan
o Test tagging plan
Thinking Tagging & testing
Softlaunch & iterating Launching
o Softlaunch
o Investigate and cross-check findings
o PRIORITIZE and ACT
o Iterate
Thinking Tagging & testing
Softlaunch & iterating Launching
Thinking Tagging & testing
Softlaunch & iterating Launching
AnalyticsTips N Tricks
Insight into how an analytics package works
EventAParameter1Parameter2Parameter3
….
EventBParameter1Parameter2Parameter3
….
EventAParameter1Parameter2Parameter3
….
EventBParameter1Parameter2Parameter3
….
Batch upload at start or end session
Events collection
Client Game
Game logic
Raw Events buffer
Aggregation
DB storage
Web interface
Analytics server platform
Calls to analytics API when events occur
load data
Limitation of free analytics solutionsLimitation Typical
limitWorkaround
#event types 300 Could fuse but best is to reduce number of event
#parameters per event type 10 Split into 2 eventstypically start/end of session events
#parameter values 500 Define discrete values in code
No unique users count for params - Create single occurrence event
Impossible to cross-analyze parameters values
- Use raw dataFuse with param names/values
Lag in consolidation process - Be patient or use paid package Values are consolidated at calendar aggregates (week, month)
- Use raw dataor switch to paid package
Raw data is really powerful!
o Removes limitationso No aggregationo Backtrack to real sessions and user events
o Getting raw data is possibleo Extract from analytics platformo Sample population
o Player unique identifiero Get user countso Follow users activity across sessions
Analyzing distribution - Rank-based aggregates
<5 5-14 15-24 25-34 35-44 45-54 55-64 85-94 95-1040
5
10
15
20
25
30
First purchase in the game
Number of sessions
Num
ber o
f pla
yers
11Lowerdecile
90%players
75%players
50%players
25%players
10%players
16Lower
quartile
25Median
38Upper
quartile
50Upperdecile
30Average
Playsoft’s typicalanalytics structure
Playsoft’s typical analytics structure
o Retentiono Early retention funnelo Game progression retention funnelo Explain churn
o Engagemento Length & frequency of sessionso Session types / path for typical game sessiono Level design - win/loss ratios o Balancing creates demand?o Player progress versus performanceo User play style
Playsoft’s typical analytics structure
o Viralityo Social network connection statso Requests produced / transformedo Posts produced / transformed
o Monetizationo First purchaseo Reason for buying currencyo Promotions efficiencyo Ads efficiency per typeo Whales, Dolphins & Minnows economy
o Acquisitiono Cohorts for each acquisition channel/period
Use a healthy approach, and you will grow!
Let’s keep in touch! maxime.montasheri (at) playsoft.fr
