GDC - Top soft launch strategies for awesome metrics

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithTop soft launch strategies for awesome metrics

YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Why players leaveDay-1 Retention ratesOn average, less than 40% of players return to a free-to-play game after one session 44% of games have 60 80% of players not returning after one session

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Why soft launch mattersIn beta more than one month

20% plus increase in D1 retention

24% boost in IAP

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithWhy players leave

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithTesting in soft launchTesting processWhat to test

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

DeltaDNA is the only deep data analytics platform for games. We optimize games by bringing all your data into a high performance environment and exposing it for interrogation. This means you can achieve incredibly accurate insight and build high definition segments for precise, realtime player marketing.

We have recently launched our new ad mediation service, SmartAds, that takes player segmentation further and provides independent ad mediation and cascading to optimize eCPM from a custom-definable network of ad providers. It applies machine learning to optimize ad frequency on a user-by-user basis, so only ad-responsive players receive ads, optimizing revenues.

Testing on-boarding

60% of players never return after session one

Combine Gamification

With Analytics and Personalization

To create great onboarding

For everyone

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Talk about deals of the day; gifting, appointment setting.

Improving on-boardingDo players know what to do?

Are they given clear direction?

Have they achieved something early on?Example: Star Wars: Galaxy of Heroes

Rewarding used to encourage engagement / progressionClearly signposted hints & tips led by a likable character that unveils game complexity over time

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Improving on-boardingIs the game difficulty controlled?

is the tutorial fun and engaging?

Once the tutorial is complete, are players equipped to play the game and succeed?

Have they had a taste of the best gameplay?Example: CSR Classics

Players are shown something aspirational

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Testing on-boardingWhere are players dropping out? Practical stepsSet a high density of event counters to track how players are moving through the First Time User Experience (FTUE)

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

At each step of the tutorialmissions start and end, resource usage

Testing on-boarding

Practical stepsUse a funnel tool to analyze level progression & show which areas are acting as blockers

A/B test Find the most effective messaging variables for each segment with AB Testing

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Actively manage the players.

Testing retention Which players segments are leaving the game and when?Practical stepsUse a data mining tool to segment players for targeting

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Improving retention

Adjust the difficulty. Provide additional resources for target segment or signpost location unlocks 48% of churned players leave because the difficulty is not balanced

A game that is too easy will cause less retention issues than a game that is too difficult

More than half of players joining any game are novicesLook at which player segments are failing to complete each mission

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Improving retention

38% of churned players leave because there arent enough rewards

Incentives gives the player a reason to return, & rewards give a sense of achievement

28% of churned players leave because there arent enough repeat play opportunities

Create replay opportunities for Accomplishment typesUse targeting to reward your most loyal players with extra incentives

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Testing retention

Focus on retention first and foremost: you can always monetize a fun game

Use segmentation to identify groups of players with similar experiences and test personalized intervention strategies

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

DeltaDNA is the only deep data analytics platform for games. We optimize games by bringing all your data into a high performance environment and exposing it for interrogation. This means you can achieve incredibly accurate insight and build high definition segments for precise, realtime player marketing.

We have recently launched our new ad mediation service, SmartAds, that takes player segmentation further and provides independent ad mediation and cascading to optimize eCPM from a custom-definable network of ad providers. It applies machine learning to optimize ad frequency on a user-by-user basis, so only ad-responsive players receive ads, optimizing revenues.

Novice: set your strategy

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithGrinder: set your strategy

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithExpert: set your strategy

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

How to optimize your soft launch processReal focus on first 60 secsMap out the FTUE events in detail Create segments Analyze FTUE by segment Overlay best practice gamification Personalise your strategy for each segmentMeasure and repeat until metrics make acquisition profitable.

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithdeltaDNA: Powered by deep data

The only deep data analytics platform dedicated to games End-to-end toolkit to optimize & manage engagement, retention & monetization

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Stefano MelucciVP Product, Thumbspire

Thumbspire use case

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

What is Thumbspire?

App Store USA Top Games Chart 3/3/16Analyze. Optimize. Monetize.

We publish mobile gamesWork with small studios and dev shops across the worldGames range from one-touch casual games to botanical simulationsOur job is to ensure great engagement, and then to keep improving itAll so that we can find the best way to generate revenue from the gameWhile ensuring it finds the widest popular audience through social media, user acquisition, featuring, PR, etc

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Onboarding and retention - soft launch

Reduced the choicesin Menu navigationIncreased tutorial visual directionsShortcut between chapters

Retention D1% increased by 66% in first 2 iterations (from 15% to 25%)

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Optimizing marketing spending

Tag all users with their marketing attribution

Engagement and monetization by channel / campaign

Optimize marketing investments

D1% Retention 70% vs 65%

Optimized LTV = 2x overall LTV

OverallOptimized marketing channel

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

Ad frequency optimization

Dynamic parameters : - Frequency - Cooldown

Measuring impact in engagement and IAP monetization

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithOptimize monetization - upselling

Shown to users after Level 7 when they complete a task

Converts when the bundle is purchased.

~0.8% conversion rate+39% on sales of the item

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithOptimize monetization - flash sales

Users at Level 3 or more

Who never purchased anything before

And have a low virtual currency balance

Offer: 50% off on purchases for one session only

~2.5% conversion rate+23% on cash sales

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, ThumbspirewithOptimize monetization - merchandising experiment

Users at Level 3 or more

Offered Amazon t-shirts

9% click through rate

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YOUR HOSTS:Mark RobinsonCEO, deltaDNAStefano MelucciVP Product, Thumbspirewith

We partner with developers for the whole cycle

Pre and post launch services

PRE

Best practices for preparing your game for l