Avoiding a F2P Flop: The Analytics Approach
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Transcript of Avoiding a F2P Flop: The Analytics Approach
©deltaDNA
©deltaDNA Ltd.
Today’s Speaker
Mark RobinsonCEO & co-founder deltaDNA
@delta_DNA
/company/deltaDNA
/deltaDNA
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CPI vs. LTV
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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
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The Harsh Economics of F2P
Conversion from Player to Payer
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Why players leave your game
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Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial
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Move the dial
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TechnicalIssues
TooEasy
Didn’tUnderstand
Tutorial
RanOut Of
Resources
TooDifficult
GoodMomentum
Long 1st
SessionReturn For 2nd Session
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Key Player Behavior Drivers
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NOT ALL PLAYERSARE THE SAME
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The deltaDNA platform tools
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What is Analytics For?
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● 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
Manage the Whole Economy
Learn which clusters of players offer the best lifetime value: analyze behavioral
traits to optimize acquisition strategy
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Case Study: Segmentation Example
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● 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
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Optimize the Player Life Cycle
For gaming companies, deltaDNA is the number one tool. It has a lot more potential than other analytics tools we’ve used in the past; for example in A/B testing, push notifications and engagement tools.
Alan SuminaCEO of Nanobit