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Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
Mobile game A/B testing and optimization
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Mobile game A/B testing and optimization

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How do you optimize your mobile game? Find out some cool ideas and best practices on increasing conversions, engagement and retention for mobile games. …

How do you optimize your mobile game? Find out some cool ideas and best practices on increasing conversions, engagement and retention for mobile games.

Appiterate is the world's first visual A/B testing platform for native mobile apps on iOS and Android. Appiterate helps app publishers optimize mobile apps. It lets you A/B test, manage your app content, analyze your app variations, deploy content in real-time and segment your user base.

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  • 1. How, what & why of mobile game A/B testing and optimization Based on http://appiterate.com/how-whatand-why-of-ab-testing-and-optimization-ofandroid-and-ios-mobile-games/
  • 2. Game Developer Myth #253: • A/B testing is change • CHANGE IS DANGEROUS!! • Thus, A/B testing is DANGEROUS!!!
  • 3. But…
  • 4. Morpheus is right…
  • 5. Game developers have it easier than app developers
  • 6. Game developers have it easier than app developers Why? You asked?
  • 7. Game developers have it easier than app developers Why? You asked? Stat #1: 93% of paid app downloaders pay for a mobile gaming app http://www.socialnomics.net/2012/01/20/social-gaming-infographic-81-million-play-each-day-more-stats/
  • 8. This is because a game is the CORE product and not a supplement to another product as might be the case for other apps
  • 9. This is because a game is the CORE product and not a supplement to another product as might be the case for other apps Also, you have to give it your all BECAUSE it is your core product!
  • 10. Stat #2: 80% of all revenue generated by mobile applications in 2012 was from games http://www.wired.com/opinion/2013/01/how-mobile-kills-the-console-but-advances-the-gaming-industry/
  • 11. Stat #2: 80% of all revenue generated by mobile applications in 2012 was from games http://www.wired.com/opinion/2013/01/how-mobile-kills-the-console-but-advances-the-gaming-industry/ But, this stat is skewed by the Zyngas and Rovios of the world (The top 25 developers alone took in half of mobile development revenue in 2012) http://skillz.com/blog/2013/03/05/65-mobile-gaming-stats-to-impress-your-friends/www.gamesindustry.biz/articles/2012-12-06-top-25-us-mobile-devs-take-in-halfof-app-revenue
  • 12. So, what do you do if you are a small developer working out of your garage?
  • 13. This perfectly portrays game developers!
  • 14. • Acquiring the user is just getting off the blocks • In fact, you did well to get another download But… you still haven’t finished the race...
  • 15. So, what do you need to make some sweet moolah??
  • 16. So, what do you need to make some sweet moolah?? You need to be a NINJA. A R-E-M ninja! R-Retention E-Engagement M-Monetization Let’s have a look at what you can do to be one…
  • 17. ENGAGEMENT Create targeted experiences for gamer segments • Tailor your game’s event flow based on previous interactions • If a gamer is unable to complete certain levels, you can dynamically change the difficulty level from our dashboard • Use preset conditions over a user group to achieve this!
  • 18. ENGAGEMENT Game features • Common sense says - higher the number of unlocked levels, more would be the amount of time spent in a freemium game • But, what if you are keeping money on the table by giving your gamers too many free levels? • Possible in case of an engaging game • Developers shouldn’t lose out on what they deserve. • A/B test how many free levels should be there • Treat advanced gamers differently from a novice gamer • Different feature launches - another way to provide a more tailored gaming experience
  • 19. ENGAGEMENT In-app messaging • Powerful medium of • Cross selling other games in your kitty • Selling your wares in an in-game store • Test which levels are the sweetest to send an in-app message and for what category of messages • Use user segments (both behavioural and demographic) here to create an instant win
  • 20. RETENTION Start position • How many free credits do you give out at the start? • Too many means you lose out on later credit purchases • Too few means a higher chance of an uninstall • Can only be found out from rigorous experimentation and putting your numerous hypotheses to test • Segment the results using analytics to find what works for which user base
  • 21. RETENTION Registration screens • These are a way to hold user information in games where you build your profile and earn reputation • Once you a gamer has come to this screen after downloading your game (which already means a WIN for you), you should not piss him off with a badly designed form • Test different variations of fields, form layouts and designs • Experiment using social sign-up plugins as well (Facebook, Twitter and the like).
  • 22. RETENTION Characters in Tutorial • First ask yourself - do you even need a tutorial at first launch of your game on a device? • Separate the advanced gamers from the novices • Determine your target audience for a tutorial • Show different tutorial characters depending on gender or age of the gamer
  • 23. RETENTION Theme layouts • Change game screen depending on • • An approaching festival or event • • Time of the year Use different layouts by country Use a visual mobile editor platform to do all that and much more.
  • 24. MONETIZATION In-game ads • Advertisements are the most common form of earning revenue for free games • Test when maximum Click Through Rates (CTR) happen • • Or is it the text size or a different way in which the ad was worded? • • Is it a certain size, layout, format, on-screen position of an ad? Why not create different ad texts for gamers speaking different languages? Although interstitial ads are hated, you can always test delay times to increase CTRs
  • 25. MONETIZATION In game purchases (1/2) • These form the biggest revenue earner for a freemium game • • • Virtual goods alone make $12.92+ per user per month for such a game That’s a lot of money, considering majority of gamers do not bother buying Iteratively find the sweet spot in pricing • Test different pricing strategies for various goods to find which goods are elastic and inelastic for you* • Test the amount of free currency you want to give out to gamers • Give out free currency to re-engage a person who isn’t able to progress in a game because he/she doesn’t want to buy + http://iqu.com/blog/mobile-game-stats-you-need-to-know-infographic * http://en.wikipedia.org/wiki/Elasticity_%28economics%29#Elasticities_of_demand
  • 26. MONETIZATION In game purchases (2/2) • Targeted pricing • Increase your prices before weekends/holidays • Give discounts to a light user Play around pricing a lot
  • 27. MONETIZATION In-game store design • Store layouts can help a lot in increasing purchases in a game • Answers to questions like these can be found out from real gamer data: • Which goods come before others? • How big should the picture of an item be? • Should you use descriptive text or does it clutter your screen? • Test where the link to the store should be present in the game menu! All this is to improve your ARPAU (another fancy term for Average Revenue Per Active User) – the raison d’être of a game developer/marketer
  • 28. Maybe the greatest tribute to mobile game A/B testing was paid by Mark Pincus, CEO, Zynga, when he said, “We no longer need to build it for three months and hope and pray.” http://grattisfaction.com/2010/01/how-zynga-does-customer-development-minimum-viable-product/
  • 29. To sign off, don’t forget what your purpose as a game developer is!
  • 30. SOME ADDITIONAL TIPS (1/3) Remove bottlenecks in the testing process: • Use Appiterate’s code-free visual platform to eliminate approvals from your coders and save precious developer time • Create and deploy tests on the fly • Use live user data to deploy winning variations Appiterate is so easy even marketers can do it!
  • 31. SOME ADDITIONAL TIPS (2/3) Remove failures: • Too much experimenting gives rise to experiments that don’t work • Appiterate’s dashboard helps you eliminate failures easily by letting you disable live tests Don’t change everything: • Split an experiment into two tests so that you can pinpoint the reason of the change in your goal metric • Too many types of changes in a multivariate test can spoil the experiment and you will end up without any insight
  • 32. SOME ADDITIONAL TIPS (3/3) Segment your tests • Run some types of tests only on first-time users of your app • They have not seen your layout before and the UI would be new for them • Resulting data would be clean, unbiased and insightful!
  • 33. www.appiterate.com info@appiterate.com Visit http://appiterate.com/how-what-and-why-of-ab-testing-and-optimizationof-android-and-ios-mobile-games/ for more

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