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 LTV Retention ARPPU Conversion to Spend DAU MAU CPI

USER ACQUISITION MONETIZATION LTV RETENTION ENGAGEMENT Games as a Service Key points of Analysis USER ACQUISITION LTV by source Reg funnels MONETIZATION Virtual goods Exchange rates Conversion points ENGAGEMENT New user flow funnel Level distribution Level progression RETENTION Level gates Event completion LTV

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

Hypothesis: 1. What are the expected results? 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 Target Segment Define Goal Test Cohorts Analyze Results Iterate Test Criteria

Funnel Analysis Ad Partner Install Page Registration New User Flow User Acquisition Sources Monetization Funnels Click to reg Purchase flows Engagement Funnels Registration to New User Quests New User Flow Events Tutorials

Monetization Planning Market Analysis Gameplay Focusing on your genre New User Experience Average session times vary by genre Optimizing total steps to explaining core game loop Spending limits by audience First user session must be heavily optimized Expected depth Measure each step in the User Experience Competitor economy planning Monetization Gating Can I get more gameplay next door? Monetization Drivers UA By source analysis of LTV Churn by UA source

Q&A Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd.