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[GDC 2014] Why Players are Leaving Your Game (Presented by deltaDNA)
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[GDC 2014] Why Players are Leaving Your Game (Presented by deltaDNA)

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  • 1. Chris Wright & Mark Robinson Co-founders deltaDNA
  • 2. Brave new world “The impact of the free to play business model will hit consoles with the force of a meteor strike, and like dinosaurs, many gaming conventions of years past are liable to slump to the ground as the dust chokes them" “If you know your players you will build successful and profitable games”
  • 3. CPI vs. LTV
  • 4. CPI vs. LTV
  • 5. Acquisition Landscape
  • 6. 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
  • 7. The Harsh Economics of F2P Conversion from Player to Payer
  • 8. Why players leave your game 8 0% 20% 40% 60% 80% 100% 120% Difficulty not balanced Lack of resources Poor onboarding process Not enough rewards Poor first impressions Limited progression tasks Lack of appointment setting Not fun (grinding, no sense of acheivement) Unoriginal design (Clones) No repeat play 10 Reasons for Poor Retention Repeat Play Unoriginal Design Lack of Fun Onboarding Progression First Impressions Rewards Appointment Setting Resources Difficulty
  • 9. Why players don’t spend in your game 9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Forced to monetize too early No gambling mechanics In-game signposting Poor store layout Limited inventory range Insufficient high end items for whales Poor VIP management Friction in purchase process No bundle offers No customization options 10 Reasons for Poor Monetization Customization Bundles Purchase Process Friction VIP Management Expensive Items Limited Inventory Store Layout Signposting Gambling Mechanics Harsh
  • 10. Visual progression Daily questsDaily return bonuses Drive engagement with bundles aimed at novice, intermediate and expert playersOn-boarding & signposting Rewards and achievements Game design is changing 1 0
  • 11. Monetization Issue: Progression Blockers Game Type FPS Problem Level capping Solution Boosters, upgrades, customization 13
  • 12. Monetization Issue: First Time Payment Game Type FPS Problem Lack of conversion Solution Better Targeting
  • 13. Engagement 1 5 Technical Issues Too Easy Didn’t Understand Tutorial Ran Out Of Resources Too Difficult Good Momentum Long 1st Session Return For 2nd Session Engagement Barriers Engagement Drivers Move the dial Threshold of
  • 14. 1 6 Heavy investment in CRM to create proactive and intelligent relationships with CUSTOMERS Player Relationship Management Deep-dive data unlocks understanding of PLAYERS
  • 15. 17 Key Player Behavior Drivers
  • 16. RETAIN MONETIZE Player Segmentation 1 8 • In this MMO four player types were identified based on key behavioral drivers • Improve engagement & monetization by increasing rewards targeted at the Strategic Elite AGGRESSION REWARDS
  • 17. 1 9 Welcome Tailored Tips Next Best Purchase Gifting Resource Exploring the Store First Payment Bundles VIP Strategy Level Pass Store Browsers Resource Depletion Mentoring Mission Defeat Gifting Resource Loyalty Program Special Content Offers (Playing Style) Managing the Player Lifecycle
  • 18. Player Relationship Management
  • 19. Studio Culture
  • 20. CASE STUDY Real-time personalization to drive player engagement
  • 21. Case Study: Social Casino Developer Playspace Games Parchis, Bingo, Slots Subscribers 7 Million Free coins each day to play at least one game Players unlock new features as they level up Soft currency (coins) to bet, play mini slots and purchase items Hard currency (credits) to customize experience, gift other players
  • 22. Case Study: Player Segmentation
  • 23. Case Study: Implementation Targeted messaging strategy in early gameplay – Expanded tutorial for novice players – Fast track to higher levels for expert players – Hints on good strategy – Match against similar skill level – Less payment messages – Clear progression via tasks – Store tab personalized for new players – Gift coins when running out (last chance) – Focus on achieving a good outcome from first game
  • 24. Case Study: Results 26 Before After Variance Average Purchases 7 34 x5 Maximum Purchases 654 842 x1.3 Average Spent Coins 243 1920 x8 Maximum Spent Coins 19021 419790 x22 Average Spent Credits 19 585 x30 Maximum Spent Credits 1898 33642 x8
  • 25. CPI vs. LTV