Post on 17-Jul-2015
How to Make Your
Gaming App a Success
Ran AvrahamyHead of Marketing – AppsFlyer
Mark RobinsonCEO – deltaDNA
Fascinated by the potential of big data, Mark co-
founded deltaDNA in 2010 and has made it his
personal mission to evangelize on how analytics
can change the games industry.
Managing a complicated relationship with mobile.
(Too) early adopter. Loves being an entrepreneur
- Hates the word entrepreneur.
And get 3 stars
while you’re at it!
How to Take Your
Advertising Campaigns
To The Next Level
Leading the Mobile
Advertising Analytics Market
Leading in Scale
Leading in Retention
Back to Basics
Mobile
Advertising
Analytics
What is it
Why do you need it
Actionable insights on
network performance
Sorted by ARPU
Sorted by Conversion rate
Actionable insights on
ad creative performance
So…
How Do You
Take Your
Campaigns
to The Next
Level?
2nd Star
OneLink1st Star
Rich in-app events
3rd Star
Know your
networks
Tutorial
completion
Sharing
with friends
Unlocking
achievements
Sessions In-app purchases Facebook
Connect
Players who connected
with Facebook and
completed a tutorial
Players who made an in-app
purchase, completed level 10
but were inactive for 7 days
& Combine rich in-app events
...parameters at the SDK level
to pinpoint which media...
source delivered, for example
Rich In-App Events
Single smart tracking
link for all sources
Non-disruptive user
experiences
Real time attribution data
Multiple links for each
campaign, platform and OS
Broken user experiences
No conversion data
From... To...
The Evolution of Deeplinking
Click
Attribution data provided
in real time
User landed on the right
screen
App Installed
Direct to app
App openedApp not installed: App
Store Redirect
in action
App opened
Jackpot: Performance
Index
for the gaming vertical
Know your networks
Day 1 Retention - Gaming
Day 7 Retention - Gaming
Day 30 Retention - Gaming
Retention Level Gap
+7%
+45%
+103%
Key Takeaways
Big Data
is King
Video ads
preform
iOS
Power
Key Takeaways
2nd Star
OneLink 3rd Star
Know your
networks
1st Star
Rich in-app
events
Ran Avrahamy
ran@appsflyer.com
@RanAvr
©deltaDNA
©deltaDNA
CPI vs. LTV
©deltaDNA
Day One Retention Rates
• On average less than 40% of
players return to a free-to-play
game after just one session
• 44% have 60 – 80% of players
not returning after one session
Many games live with low retention rates and therefore poor lifetime value
The Harsh Economics of F2P
©deltaDNA
The Harsh Economics of F2P
Conversion from
Player to Payer
©deltaDNA
Why players leave your game
26
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial
©deltaDNA
Move the dial
27
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd
Session
©deltaDNA
Key Player Behavior Drivers
28
NOT ALL PLAYERS
ARE THE SAME
©deltaDNA
The deltaDNA platform tools
©deltaDNA
Maximize the Lifetime Value of your Players
©deltaDNA
Maximize the Lifetime Value of your Players
©deltaDNA
● Use 3D Segmentation to define
player target lists
● Use LTV Predictor tool to
calculate average revenue per
install for a range of player
demographics and acquisition
channels
● With as little as 4 days of data
you will gain >90% accuracy
● Focus on valuable engaged
players instead of volume
Understand the LTV of Player Segments
Learn which clusters of players offer the best lifetime value: analyze behavioral
traits to optimize acquisition strategy
©deltaDNA
● Nanobit uses A/B tests to
optimize pricing
● Created 3 test groups; reduced
price by 20%, kept prices the
same, increased price by 20%
● After less than a week could see
that increasing the price by 20%
had no negative effect on
retention
● Revenue up by at least 20 - 50%
For gaming companies, deltaDNA is our number one
tool. It has a lot more possibilities than other analytics
tools we’ve used in the past; for example A/B testing,
push notifications and engagement tools.
Alan Sumina
CEO of Nanobit
Case Study: A/B test to Optimize Monetization
©deltaDNA
● 350% increase in engaged users (playing
for more than 10 days in a row)
● 20% improvement in players returning
● Item sales in the in-game store increased
by six times
● 5x increase in number of transactions
● 8x increase in transaction value
Case Study: Use Engagement Tools to Optimize Retention & Engagement
©deltaDNA
Integrating the tools from both Appsflyer
and deltaDNA lets us see the whole
lifecycle of users that we have acquired
from one particular campaign
Optimize the Entire Player Life Cycle
Alan Sumina
CEO of Nanobit