1. Jason Lee | Sr. Manager, Customer Success APAC Actionable Analytics: User Economics in Game Development

2. 2 What is Kontagent?What is Kontagent? What is data driven development?What is data driven development? User Economics: The A.R.M. ModelUser Economics: The A.R.M. Model Deep Data ExplorationDeep Data Exploration Q&AQ&A AGENDA

3. 1 WHAT IS KONTAGENT? We are the leading user analytics platform for the social and mobile web. User-Centric Data AccessibilityDomain Expertise

4. 1000’s of Apps Instrumented Over 60 Billion Events/Mo Tracked 200M+ MAUs tracked Track $1 of every $4 spent in the social gaming industry 3 Kontagent Facts Founded in 2007 100+ employees and growing Locations around the globe

5. What is data driven development? 5

6. User Economics – The A.R.M. Model 6 Track users from point of acquisition through monetization Acquire quality users at lowest cost Keep users engaged as long as possible Get them to spend as much as possible

7. A.R.M. - Acquisition Identify profitable user segments – acquire as many at the lowest cost possible CAC Retention ARPU * All of the above per channel and per campaign 7 GOAL WHAT TO MEASURE

8. 6 Acquisition: Analyze in-game behavior to optimize ad spend

9. A.R.M. – Retention (and Engagement) Increase user lifetime playing games – highly retained and engaged customers are worth more Avg. Session length and # of Sessions per day DAU / MAU (Stickiness) In-app funnel conversion 1, 7 and 30 day Retention 9 GOAL WHAT TO MEASURE

10. 6 Retention: Retention rates important to monitor But need to dig deeper to take action on data collected…

11. 6 Retention: Measure the actions that drive your game

12. 6 Retention: Optimize user paths at key conversion points

13. A.R.M. – Monetization Harvest retained users – maximize lifetime value of users over games’ lifecycle Points of user monetization A/B Test currency bundles % Paying Users (PPU) ARPU & ARPPU 13 GOAL WHAT TO MEASURE

14. 6 Monetization: Identify trends in PPU, ARPU and ARPPU

15. 6 Monetization: Optimize when users monetize

16. 6 Monetization: A/B Test payment methods and packaged bundles

17. Data Exploration Gain competitive advantage by exploring edge cases and deep user behaviors specific to your games Cross-app / Cross-platform user behaviors Whale analysis – identify high spenders Custom LTV models 17 GOAL WHAT TO MEASURE

18. 6 Data Exploration: Ad hoc queries across entire collected data-set

19. Conclusion 19 Continually collect and analyze data to validate design decisions Identifying trends is important – but taking action requires deep understanding of game specific data

20. QUESTIONS? 20