GrowingGames. Free to play. Designing for Key Performance Indicators

What does being “Free to Play” actually mean?

What the heck is a KPI?

Who needs to care about KPIs?

Examples of designing for KPIs

Do’s and Don’ts

List of resources

What does free to play mean? A commitment to run Games as a Service

What are Games as a Service? Games which are DESIGNED to be monitored

and optimized post launch, using analytics to inform data-driven design decisions, with a goal to optimized KPIs

What the heck is a KPI? One of many very dry abbreviations used in

the F2P industry.

Key Performance Indicator. A series of metrics every service-orientated company (and their potential investors) uses to measure performance.

Gathered using analytics sotfware

Like what? Retention, Conversion, Monetization

And in games MAU/DAU, ARPU, ARPPU, CPA/CPI (k-factor)

And more Add more metrics as possible to suit your

needs

Data = power

Beware ‘paralysis by analysis’

Who needs to care about KPIs? EVERYONE!

Designer – will create loops to create great KPIs

Product manager – will interpret data returned by those features and make decisions for improvements based on team bandwidth.

CEO – P&L overview

Retention How many people who installed the game

played it again? After how long? How many times? Associated KPIs (MAU/DAU/Engagement)

Conversion How many people x did y?

“Saw an ad and installed the game” “Played the game and bought something”

Associated KPIs (Monetization)

Monetization ARPU (Average Revenue Per User) ARPPU (Average Revenue Per Paying User)

What did they buy? After how long? Did they spend more than once? How frequently? Total spend? Play style?

K-Factor/Cost Per Acquisition How much does it cost to get 1 player?

CPA How many ‘free’ players will a paid-for player

bring me? K-factor

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=rQktFzioPfmETM&tbnid=AWKZKxd4pYsruM:&ved=0CAUQjRw&url=http%3A%2F%2Fforums.zybez.net%2Ftopic%2F1551567-formula-one-2013%2F&ei=4BhyU62EG6OsyAOrjoHAAw&bvm=bv.66330100,d.bGQ&psig=AFQjCNEUKozh2sC-JIF6T-BOUEBPHCurZw&ust=1400072796365214

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=rQktFzioPfmETM&tbnid=AWKZKxd4pYsruM:&ved=0CAUQjRw&url=http%3A%2F%2Fforums.zybez.net%2Ftopic%2F1551567-formula-one-2013%2F&ei=4BhyU62EG6OsyAOrjoHAAw&bvm=bv.66330100,d.bGQ&psig=AFQjCNEUKozh2sC-JIF6T-BOUEBPHCurZw&ust=1400072796365214

http://4.bp.blogspot.com/-YiwvShNkuEc/UmGOInW05XI/AAAAAAAAB44/RC-YtsXdfng/s1600/Clash.jpg

http://3.bp.blogspot.com/-guL75GCEpkI/UmTqrpHjEQI/AAAAAAAAB-Y/XHSPIuCD9vQ/s1600/farming.jpg

Emotionally engaged players

Value proposition

Pay to progress

Pay to win

Pay for access

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=JB4zXQbUNeclcM&tbnid=2aIa7sKcJysn-M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.kotaku.com.au%2F2014%2F02%2Fits-not-classic-dungeon-keeper-but-its-not-all-bad%2F&ei=TyByU5nYBKj8ywOn14KoAg&bvm=bv.66330100,d.bGQ&psig=AFQjCNGEJaDYzD49xAS3hKeYONbkueI-kA&ust=1400074691071526

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=JB4zXQbUNeclcM&tbnid=2aIa7sKcJysn-M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.bbc.co.uk%2Fnews%2Ftechnology-26033685&ei=XCByU8aJDKaVyQOb1YGoBQ&bvm=bv.66330100,d.bGQ&psig=AFQjCNGEJaDYzD49xAS3hKeYONbkueI-kA&ust=1400074691071526

In game marketing

Give them what they want; know when they want it

Know thy player

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=KgQu2tvtH-LB0M&tbnid=ctFfuTBBMp4utM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.deconstructoroffun.com%2F2013%2F07%2F6-reasons-why-pet-rescue-saga-isnt-next.html&ei=oxpyU-CyMorzyAOx7YDABA&bvm=bv.66330100,d.bGQ&psig=AFQjCNGCpJZr2T6n-q1_jBwnSvAlwtCnFA&ust=1400073213140304

Know thy player’s friends

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=nTRt8OazFq4B2M&tbnid=DUICOAypP3Y9pM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.appannie.com%2Fapps%2Fios%2Fapp%2F2048-play%2F&ei=7h1yU8-fC4aWyQO204DoCQ&bvm=bv.66330100,d.bGQ&psig=AFQjCNETua0ep5DcEnBEgd4O28F_AF_rPw&ust=1400074055109325

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=XEs79uJfGkeepM&tbnid=-rMiq2YKrn0RbM:&ved=0CAUQjRw&url=http%3A%2F%2Fapps.microsoft.com%2Fwindows%2Fen-us%2Fapp%2Fdespicable-me-minion-rush%2Fce53ce3b-63a9-4b89-8c0f-df816f6ca560&ei=iRtyU5nFI6jQywPbjoCQBQ&bvm=bv.66330100,d.bGQ&psig=AFQjCNE_WVHfG5crocrIRIyxYMQG3xL0Qw&ust=1400073465247872

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=xORItkx1Z8em4M&tbnid=oqlDPe6ZkoeciM:&ved=0CAUQjRw&url=http%3A%2F%2Fgeeknation.com%2Fbest-of-draw-something-geek-edition%2F&ei=tRtyU6PYJsbyygOLpYGwBw&bvm=bv.66330100,d.bGQ&psig=AFQjCNGFEMj7Hh83xfTSy2h6lfwLzNRmLQ&ust=1400073500022632

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=4Z335gTOdFBn5M&tbnid=4vS_dv7hmf47nM:&ved=0CAUQjRw&url=http%3A%2F%2Fcoffeeshopjournal.com%2F2012%2F08%2F06%2Fwhat-happens-in-vegas-does-not-stay-in-vegas%2F&ei=1RtyU-G5OKSJyAPQp4DIBA&bvm=bv.66330100,d.bGQ&psig=AFQjCNFhZo3hlW4kIpLoOjMZ_Eq6kXLt3Q&ust=1400073540670331

Look at what works

Iterate!

Consider if a mechanic is appropriate for YOUR game

Start designing features for KPIs from the beginning

Redesign the wheel Think a F2P mechanic will automagically work in your game Throw it in at the end

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=oXGupxPS08HOxM&tbnid=-Lnu0eWu9oEERM:&ved=0CAUQjRw&url=http%3A%2F%2Fblog.tapstream.com%2Fpost%2F59502228559%2Fwhat-ios-7s-app-store-changes-mean-for-your-marketing&ei=7CFyU6jeAorzyAOx7YDABA&bvm=bv.66330100,d.bGQ&psig=AFQjCNH-DP79NrlglXmQNw6h7CE4bBQZXA&ust=1400075111228441

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ZpI92Km1D0j8tM&tbnid=s24Au8mRJnhdPM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.postgrad.com%2Fblog%2Fwhat-to-expect-from-postgraduate-life%2F&ei=QCJyU8XzJ-mmyAOd3YGYCw&bvm=bv.66330100,d.bGQ&psig=AFQjCNF8zMk7kWg_dsrVeMUowTU6eJJSiA&ust=1400075172875950

Reading list

Deconstructor of Fun

Game Analytics blog

Mobile Dev Memo

Henric Suuronen

Dubit Platforms

PlayHaven

Gamesparks blog

Adrian Crook

Nicholas Lovell/Gamesbrief

Free-to-Play glossary

- http://www.wavedash.net/2010/04/the-secret-glossary-of-social-games-analytics/

- http://www.superrewards.com/blog/game-developement-terms-metrics/

http://www.gamesparks.com/blog


http://www.deconstructoroffun.com/

http://blog.gameanalytics.com/blog/

http://blog.gameanalytics.com/blog/

http://mobiledevmemo.com/




http://www.henricsuuronen.com/



http://www.dubitlimited.com/blog/

http://www.upsight.com/blog/?c=ph&u


http://adriancrook.com/designing-core-loops/

http://gamasutra.com/blogs/NicholasLovell/20130919/200606/The_Pyramid_of_FreetoPlay_game_design.php



http://www.wavedash.net/2010/04/the-secret-glossary-of-social-games-analytics/
















http://www.superrewards.com/blog/game-developement-terms-metrics/









GrowingGames. Free to play. Designing for Key Performance Indicators

Business

Transcript of GrowingGames. Free to play. Designing for Key Performance Indicators