Thanks For Coming!
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Transcript of Thanks For Coming!
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Mobile Games: Understanding and Optimizing Behavior Across Platforms
Sumit GuptaFounder & CEO Bash Gaming
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Thanks For Coming!
Vegas, baby!
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Thanks For Coming!• Cross Platform Challenges• Metrics That Mattered• Discussion
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Shameless Self-Promotion For more than a year, we’ve been:
Top 10 Grossing on iPadTop 20 Grossing on AndroidTop 30 Grossing on FacebookTop 40 Grossing on iPhone Hell yeah!!!
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Bingo bash
Top of the charts
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25M+ Installs, mostly from western markets!
More than 1.5M people play daily, up to 45K concurrently!
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Know Your Audience
11.8%
24.2%
32.9%29.5%
1.5%
13-17 18-24 25-34 35-54 55+
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(c) BitRhymes Inc 2013
Know Your Audience
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Noobies.. Free stuff is nuff!• Measure everything (Google Analytics/Events, Flurry/Apsalar – events,
Mixpanel cohorts - free!!)– Back your gut feelings up with numbers
• Drive the game based on metrics and user feedback– Listen to your users: this can be your differentiator
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Engagement, Engagement, Engagement• Median Session time, games/cards/spins per
session• # of sessions per week• Optimize for time spent
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User Acquisition
• Launch in test market• How to know when you’re ready
– Day 7 retention– 7-day ARPU
• Different Day 7 for different platforms
* Source: Flurry Blog
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Test Markets Are Viable Worldwide
(Source: SuperData Research)
Social casino revenues from
2011-2012
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(c) BitRhymes Inc 2013
First deposits
FB
First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00
Ipad
First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00
Iphone
First purchase < = $2.00$2.50 - $5.00$6-$10>$10.00
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(c) BitRhymes Inc 2013
Cross Platform works
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(c) BitRhymes Inc 2013
Cross Platform Woes
• User A acquired from platform 1 – Starts playing on platform 2—is it a new user?– Starts spending on platform 2—which platform
gets credit?• Treat each platform independently when it
comes to LTV vs. CPI analysis
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Take-Aways
Now with 30% more cheese
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Game Design Zen!• DISRUPTION will happen• Think about how to combine
entertainment and skill• Social gaming ≠ Zen• Smart phones and tablets are different• Interactivity matters
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Challenge Paradigms
• We have an average session time of 5 minutes on iPhone
• More than 50% people play for 10+ minutes
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Smartphone vs. Tablet
• Never cut-and-paste
• Smartphone ≠ Tablet
• Level of engagement is deeper in Tablets
• People play more sessions on iPhone, more session time on iPad
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Our User Psychology• Believe they can
– Beat the odds: Design for illusion of control– Predict future
• Don’t like losing– Fix “loss moments"
• Play to feel good– Incentivize repeat actions– Social moments
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Questions? Where is the exit
key?