1. How to Build Games forAnalytics

2. Copyright GamesAnalytics ©2012
How to Build Games forAnalytics
• Analytics is all about data
• Getting good data is invaluable
• Everything we do is based on
the quality of the data
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3. Copyright GamesAnalytics ©2012
BuildAnalytics in from the Start
• Analytics is often low priority
• ‘Tagging’ the game is done at the end and
compromised
• Where data collection is integrated as an
afterthought, the process takes 3-5 times
longer to implement
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4. Copyright GamesAnalytics ©2012
Effort vs Pain
• Events often require a number of pieces of information
• These are often not required by the game
• But invaluable for analytics, giving a full picture of the
behaviour
• Mapping these early makes sending this data much
simpler
“On average games where event collection is retro-fitted into the
development process collect 60% of the valuable game data;
which is the equivalent to leaving money on the table."
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5. Copyright GamesAnalytics ©2012
ASingle Player View
• Thereare often multiple systemsinvolved in complex
games
• GameServers,Thick clients andTransactionsystems
• It is vital to have a single view of the player
• Havinga consistentuserIDand SessionID
• Thesetie players togetherand allow behavioursto be
tracked
“If dataiscomingfrom different servers,itisimportant that theyare still
identifiedtobepart of thesame session.Ideallythetimestamp willalsobe
synchronisedsothe orderofeventsismaintainedandthe singleviewof
theplayerjourneyismaintained.”
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6. Copyright GamesAnalytics ©2012
Synchronise Timestamps
• With a mixture of client and servers
• Having a synchronised timestamp is vital
• This can either be
• Sent in real time to the analytics server and
timestampedthere
• Systemclockssynchronisedto deliver a
consistenttimestamp
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7. Copyright GamesAnalytics ©2012
Collet Outcomes
• Collect outcomes rather than changes
• In a mission, collect what the player
achieved (kills, shots fired)
• Upgrades, collect the result and not the
individual elements
• This reduces data and makes analysis
easier
“toomuchinformationcanbeasdangerousastoo little”
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8. Copyright GamesAnalytics ©2012
Collect Status Data
• Status data is general information like XP, Score
• Collect these at the end of each event
• This gives tracking and records it at significant
points
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9. Copyright GamesAnalytics ©2012
Game Versions by Cohorts
• Player insight is driven by segmentation
• Recording changes to the game version
• Client Version
• ServerVersion
• Data Version
• This allows analysis of changes between
versions
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10. Copyright GamesAnalytics ©2012
Data Completeness
• There is no such thing as data completeness
• Always aim and expect to add new events
• Focus initially on retention events to drive
usage
• Next focus on monetisation to understand
buying behaviour
• Complex gameplay events should be left to
help drive segmentation
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11. Copyright GamesAnalytics ©2012