Using analytics to drive Game Monetization Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd.
A Framework for Analysis • Key LTV Drivers • Monetization • Retention • Engagement • Virality • Re-engagement • Metric targets • Industry benchmarks • Internal benchmarks • Internal target KPIs
Games as a Service • Key points of Analysis
Games as a Service : Sample Charts Users who installed in the last 24 hours distributed by level Total Users who logged in during time period, new and existing, distributed by level
A/B Testing • Virtual Goods • Price points • Conversion points • Leveling curve • Payouts • Level gates • Exchange rates • Hard coin / soft coin per dollar • Metric cannibalization • New features • Promotions • Events Hypothesis: 1. What are the expected results? 2. Which users are being targeted?3. How will this affect my LTV?
Best Practices for A/B testing • Identify target segment • Identify specific KPI to increase • Cohorts • Based on total segment size • Based on test criteria • Analyze success criteria • Measure against control on all key LTV metrics • Allow enough time for a full lifetime cycle • Adjust based on results, start over
Funnel Analysis • User Acquisition Sources • Click to reg • Registration to New User • New User Flow • Tutorials • Monetization Funnels • Purchase flows • Engagement Funnels • Quests • Events
Monetization Planning • Market Analysis • Focusing on your genre • Average session times vary by genre • Spending limits by audience • Expected depth • Competitor economy planning • Can I get more gameplay next door? • UA • By source analysis of LTV • Churn by UA source • Gameplay • New User Experience • Optimizing total steps to explaining core game loop • First user session must be heavily optimized • Measure each step in the User Experience • Monetization Gating • Monetization Drivers
Q&A Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd.