1. The Science of Listening

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

3. Z

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

5. 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?

6. 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

7. 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%

8. 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

9. PlayerSegmentation

10. Technology
Describe the technology

11. 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)

12. 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%

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

14. Thank You mark.robinson@gamesanalytics.com