Analytics And The Player LifecycleUsing data to improve your game’s retention and revenue

Oscar ClarkUnity Ads & Analytics Evangelist

The Player Lifecycle

The Player Lifecycle

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Discovery Stage• Attribution• Source/Platform/Time• % Conversion to Download• % Ever Launch Game• Time From Launch to Play

Are we converting players to download?

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The Player Lifecycle

Learning Stage• Day 2 Retention• Frequency & Duration of Sessions • % Who Initiate Level 2• % Who Watch Video Ads• Last Position Played

Do players understand how to play?

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The Player Lifecycle

Engaging Stage• Day 7 Retention• % Conversion To Pay• Frequency of Watching Video Ads• Deviation from Ave Success/Failure Ratio• First Conversion Point to Ad View or IAP

Are players ready to Pay?

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The Player Lifecycle

“We avoid triggering rewarded video ads when a player has run out of energy,

needs a lifeline, or just outright failed. Instead, we firmly believe in creating a

positive experience at all times that creates a good feeling for the player,

which separates us from our competition.”

Jami LaesCo-Founder & CEO

Futureplay

Super-Engage?• Day 15 Retention• % of Repeat IAP Purchase• Frequency & Changes in Types of Purchase• Rate of Change Watching Video Ads• Level of Social Communication

Are players ready to get serious?

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The Player Lifecycle

Reengagement Stage• Change in Behaviour After Updates• Rate of Change in Purchase/Video Ad Views• Rate of Change in Social Communication• Change in Ave Success/Failure Ratio• Rate of Change in Frequency of Sessions

Are players ready to churn?

“When you create a positive player experience that keeps players coming

back for more, rewarded video ads become part of the gameplay. In the end,

the increased engagement and retention from a good video ads experience

puts money in our pocket from the increased lifetime value of our players."

Saara Bergström

Chief Marketing OfficerNext Games

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The Player Lifecycle

Churning Stage• Reduced Session Length• Increase Time Between Sessions• No Response to New Updates• Player Suddenly Stops Returning

Are players at the end of their lifecycle?

The Service FunnelDiscovery• Source A• Source B Learning

•Cohort A•Cohort B

Engaging• Cohort A• Cohort B

Converting• Cohort A• Cohort B

Repeat

VIRALITY

SOCIAL CAPITAL

Example Custom EventsEvent Data Points Captured

GameMenuLaunch: AnonPlayerID; TimeIconLaunched

SessionLaunch:  

TimeSessionLaunched; AnonPlayerID(s); SessionID;LevelIDSelected; OptionSelected

SessionStart: TimeSessionStarted; AnonPlayerID; SessionID;

ObjectiveSet TimeObjectiveSet; AnonPlayerID; SessionID; ObjectiveID;

Event Data Points Captured

ObjectiveMet: TimeObjectiveMet; AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation

TargetHit: TimeTargetHit; AttackerID(AnonPlayerID?);SessionID; TargetID(AnonPlayerID?); Damage,XYZLocation

PlayerDeath: TimePlayerDeath; AnonPlayerID; SessionID; XYZLocation

LevelComplete: AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation

Custom SegmentsHow can we compare relevant experiences?

HeatmapsWhere in the game do events happen?

Missing DataWhat can’t we capture?