Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Game MonetizationUsing analytics to drive

Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

A Framework for Analysis

Key LTV Drivers

⁃ Monetization

⁃ Retention

⁃ Engagement

⁃ Virality

⁃ Re-engagement

Metric targets

⁃ Industry benchmarks

⁃ Internal benchmarks

⁃ Internal target KPIs

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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Games as a Service

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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Games as a Service : Sample Charts

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Users who installed in the last 24 hours distributed by level

Total Users who logged in during time period, new

and existing, distributed by level

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

A/B Testing

Virtual Goods

⁃ Price points

⁃ Conversion points

Leveling curve

⁃ Payouts

⁃ Level gates

Exchange rates

⁃ Hard coin / soft coin per dollar

Metric cannibalization

⁃ New features

⁃ Promotions

⁃ Events

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Hypothesis:

1. What are the expected results?

2. Which users are being targeted?

3. How will this affect my LTV?

Hypothesis:

1. What are the expected results?

2. Which users are being targeted?

3. How will this affect my LTV?

Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Best Practices for A/B testing Identify target segment

Identify specific KPI to increase

Cohorts

⁃ Based on total segment size

⁃ Based on test criteria

Analyze success criteria

⁃ Measure against control on all key LTV metrics

⁃ Allow enough time for a full lifetime cycle

Adjust based on results, start over

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Funnel Analysis

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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Monetization Planning

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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.

Q&A

Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.