The Science of Listening

PlayerRelationshipManagement Heavy investment in CRM to create proactive and intelligent relationships with CUSTOMERS Big Data gives developers total understanding of PLAYERS

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Personalised Messages Retention and Monetization Analytics Hierarchy Personalised Messages Retention and Monetization Behaviours/Triggers Player Segmentation Player Metrics Game Performance Metrics Data Collection VALUE

So what if your average session per user is 1.2? Game Metrics Are OK Game performance metrics don’t help you understand why players leave Analytics need to be actionable So what if your average session per user is 1.2?

Player Metrics Are Better The opportunity is to understand players From analysing first session can understand How long do they play? Are they coming back? What was their experience? Is the tutorial working? What was their exit event? Frustrated Impatient PLAYER Performance Metrics

Analytics Built-In Data Collection part of development cycle Standard events and custom events Have data plan to monitor player status Apply best practice F2P design principles Then focus on player behaviours Use beta to optimise game design with real players And think about messaging strategy If 70% players only have one session how do we get them to come back If 1% pay what about the other 99%

Monetization is weakest performing section Game mechanics strong in mobile Social games have poorer retention than mid/hardcore Gambling mechanic least used – only implemented in 28% Only 22% of games deliver good 1st 60 seconds for novice players Levels of competitive play increasing

PlayerSegmentation

Technology Describe the technology

The Science of Listening Players move at different speeds through this path socialise Welcome Tailored Tips Next Best Purchase Gifting Resource Exploring the Store First Payment Bundles VIP Strategy Level Pass Store Browsers Resource Depletion Mentoring Mission Defeat Loyalty Program Special Content Offers (Playing Style)

Case Study Mobile Racing Game on ioS and Android Set Up Messaging based on behaviours Pimp Your Car – Decoration Offers Slow Coaches – Level Pass Fast Track – Energy Discounts Fast Track – Upgrade Discounts Frustrated – Energy Gifts VIPs - Status Rewards 1 M downloads in 5 days – No.2 in Apple Charts From data collection to messaging in two weeks Results Increased revenues by 38%, Improved retention by 95%

And finally… Players are trying to tell you about their experiences Let’s start listening?

Thank You mark.robinson@gamesanalytics.com