Game Monetization
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Transcript of Game Monetization
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Game MonetizationUsing analytics to drive
Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.
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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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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
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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?
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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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Monetization Planning
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Q&A
Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.