Double Game Revenue & Engagement:10 Killer Insights
21
©deltaDNA Ltd. DOUBLE GAME REVENUE & ENGAGEMENT: 10 KILLER PLAYER INSIGHTS
-
Upload
deltadna -
Category
Data & Analytics
-
view
5.355 -
download
3
Transcript of Double Game Revenue & Engagement:10 Killer Insights
©deltaDNA Ltd.
DOUBLE GAME REVENUE & ENGAGEMENT:
10 KILLER PLAYER INSIGHTS
©deltaDNA Ltd.
Today’s Speaker
Mark RobinsonCEO & co-founder deltaDNA
@delta_DNA
/company/deltaDNA
/deltaDNA
©deltaDNA Ltd.
The Harsh Economics of F2P
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
©deltaDNA Ltd.
The Harsh Economics of F2P
Conversion from Player to Payer
©deltaDNA Ltd.
Why players leave your game
5
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial
©deltaDNA Ltd.
Threshold of Engagement
6
TechnicalIssues
TooEasy
Didn’tUnderstand
Tutorial
RanOut Of
Resources
TooDifficult
GoodMomentum
Long 1st
SessionReturn For 2nd Session
©deltaDNA Ltd.
Key Player Behaviors
7
NOT ALL PLAYERSARE THE SAME
©deltaDNA Ltd.
Player Relationship Management
Fast, accurate and flexible dataSegment your players
Check your Heart Beatregularly
Action your insights via TARGETEDIn-game messagingPushAdServingEtc
©deltaDNA Ltd.
The Role of Analytics
…what you need to know10 Killer Insights
©deltaDNA Ltd.
Players who pay later, pay more
Premium daily rewardsSlow content/DLC locking
Good game mechanics are:
©deltaDNA Ltd.
Just converting players to spenders is not enough
Need to plan past the first transaction - build for an IAP ‘loop’
©deltaDNA Ltd.
Social conversion is hard, but later is better
Push social as a way to secure progress / movebetween platforms
Reward for connecting, delay invite push till later
©deltaDNA Ltd.
Night-time players come back
Concentrate live events and time-based rewards for the evenings
©deltaDNA Ltd.
Night-time players pay
Aggressive offers in the evenings
18% increase
©deltaDNA Ltd.
The day of the week impacts retention
Plan User Acquisition for when engaged players are most likely to play
©deltaDNA Ltd.
PC users convert best to payers
Cross-platform is the future, in Unity or others it is easy to release across multiple platforms
Even for obvious mobile games we see strong conversion numbers on PC
©deltaDNA Ltd.
30% more hackers than real payers
Be vigilant with revenue validations Block from PvP and tag hackers in interactions
Make game much harder for hackers
©deltaDNA Ltd.
Android market very different to iOS
Think about where users come from
North America, Europe& South America are the 3 biggest markets for mobile gamesFuture of F2P is more
international think global
©deltaDNA Ltd.
Be Patient and Generous
©deltaDNA Ltd.
Treat your players like people not ATMs
You have novices and experts in your game.Treat them differently
Make decisions from data – reduce guesswork
Know your players and you will create successful games
10 killer insights: summary
©deltaDNA Ltd.
www.deltadna.com
Thank [email protected]
www.deltaDNA.com/events/delta-gdc-2015-10-killer-insightswww.slideshare.net/delta_DNA
