Game Analytics SiTF (David vs Goliath)
30
SiTF presents: David versus Goliath Business Analytics The Game Changer in the Game Industry
-
Upload
elvin-li -
Category
Technology
-
view
910 -
download
4
description
Game Analytics Presentation at SiTF industry event
Transcript of Game Analytics SiTF (David vs Goliath)
SiTF presents:
David versus Goliath
Business Analytics The Game Changer in the Game Industry
Dated back to 3100BC Simple Dice
Simple Dice
ChessPlaying Cards
Poker, Bridge…
Board Games Monopoly
Role Playing Games
Dungeon & Dragon
Collectable Trading
Card Games
Arcades
MMORPGWoW
Network GamesDiablo
Casual Games
Bejeweled
Social Network Games
Web Browser Games
Achievement System
XBox
DEVELOPER DISTRIBUTION
Where would you stand?
SocialTimes: Distribution of developers/ publishers on Facebook
Woof!
THE SWEETSUCCESS STORY
KEYSUCCESS FACTOR
BETTER
DATATechCrunch: Video: Zynga CEO Mark Pincus Pitches IPO To Investors
HOW DO THE NEW ENTRANTS COMPETE?
1. GAME DESIGN FOR TARGET AUDIENCE
2. MONETIZATION FRIENDLY
3. SOCIAL FRIENDLY
4. TRIAL & ERROR DEVELOPMENT CYCLE
METRICS
KEY TRENDS THAT INTERSECTBUSINESS ANALYTICS OF GAMING
1. PURPOSE
2. MECHANICS
3. FUNCTIONALITY
TO ACQUIRE USERSTO MANAGE ADVERTISINGTO INCREASE REVENUEMAINTAIN USERS
TO OPTIMIZE WORKLOADTO PROMOTE FUNDRAISINGTO SPREAD THE WORDMANAGE INFRASTRUCTURE NEEDS
ONE-UPSMANSHIPPEER PRESSUREMONEY ON THE LINE
REWARDSEXCLUSIVE ACCESS
USER PROMPTSIN-GAME ADVERTISING
RECOMMENDATIONS
SOCIAL ACQUISITION
MONETIZATION METHODS
WHAT’S AVAILABLE OUT THERE?
And MORE!
PUZZLED?
WHICH ONE TO USE?
WHAT’S GOOD?
WHAT TO LOOK OUT FOR?
WHAT ARE YOUR OPTIONS?
Using analytics like A Sir
Using analytics like A Sir
Sun Tzu
Terrain Division
Distribution
Acquisition
Activation
Engagement
Retention
Revenue
Soci
al G
ame
Funn
el
Payment
Marketing / User Acquisition
Game Design / Engagement
Monetization
对症下药It means you prescribe medication based on the symptoms…
MARKETING / ACQUISITION
ACQUISITION
Will women in their 20’s click this?
THE METHODOLOGYADVERTISEMENT
Optimization
Source: http://www.insidesocialgames.com/2011/10/06/the-sims-social-50-days-in-and-gunning-for-cityvilles-top-spot/
Over
116% in ONE
month!
GAME DESIGN
/ENGAGEMENT
NO!
Zynga has used analytics extensively to perfect games and improve gameplay.
What can we learn
from the big dog?
How Metrics Come into Play..
Measures – First action a user takes in a session
Metrics – Distribution of entry events
Action – Test to see which entry events are the most effective at bringing users back
#1 ENTRY EVENT DISTRIBUTION
Metrics
Measures – Messaging click-through rates and install conversion
Linearity – Non-linear (1/1-x)
Metrics – Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install
Action – A/B or Cohort testing of content
#2 VIRAL MESSAGE CTR/CONVERSION
Reverse Designing
Design a Game
Identify Traits & Characteristics
Target a Market Segment
MONETIZATION/REVENUE
$ $
Combination of All FactorsWhat are the times most people are on Facebook
Playing Games?
& Demographic
During work?During lunch time?
Weekend?
Day or Night?
IT’S 24/7!
RealVirtual
High Low
Pricing
Currency Difference
Sales Performance
Plants
VS
Building
http://mashable.com/2012/02/15/zynga-earnings-infographic/
Holistic View
Source: http://mashable.com/2011/07/13/mobile-gaming-trends/
Where are we heading? MOBILE
Forecasts: Smart phones
overtake Standard mobile
phone in 2013
Trends Shaping the Mobile Industry
• The freemium model has potential• Tablets Gamers Download & Play More• Users Crave Multiplayer & Social Features• Word of Mouth is the key driver for game
downloads• Hit games can come from anywhere
http://www.forbes.com/sites/davidthier/2012/03/21/zynga-purchases-draw-something-makers-omgpop-for-180-million/
Bankruptcy
$ 180 million
THANK YOU!
PRESENTED BY:
ELVIN LI, FOUNDER, ZELREALM
