1. Using analytics to drive
Game Monetization
Roxanne Gibert
Product Manager, User Acquisition
DeNA Co., Ltd.

2. 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

3. 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

4. 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

5. 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?

6. 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

7. 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

8. 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

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