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Chris Wright: Games Analytics

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Chris Wright shares his top ten tips for using Games Analytics to engage with your audience. Presented at the October IGDA Scotland chapter meeting in Edinburgh.

Chris Wright shares his top ten tips for using Games Analytics to engage with your audience. Presented at the October IGDA Scotland chapter meeting in Edinburgh.

Published in: Entertainment & Humor, Design

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  • 1. ` Analytics 101 – A crash course on why you should care October 2011Copyright GamesAnalytics ©2011
  • 2. `Who am I? 16 years in the games industry Involved in over 10 console games and over 100 mobile games 2Copyright GamesAnalytics ©2011
  • 3. `Analytics, boring? 3Copyright GamesAnalytics ©2011
  • 4. `How Zynga changed the world 4Copyright GamesAnalytics ©2011
  • 5. `Analytics Tips For Games Copyright GamesAnalytics ©2011
  • 6. Focus on the player ` Copyright GamesAnalytics ©2011
  • 7. `Focus On The Player Focusing on the Player 7Copyright GamesAnalytics ©2011
  • 8. `Focus On The Player• Build a player centric view of game design• Model your expected user base• Understand how different players interact with the game• Customise the game based on player behaviour 8Copyright GamesAnalytics ©2011
  • 9. `Focus On The Player• Aim to make the players enjoy the gameplay – in the different ways they play – sociable, completers, explorers• Length of gameplay is generally a good indication of monetisation• Analytics allows the game to be tailored to individual types of players 9Copyright GamesAnalytics ©2011
  • 10. Collect the right ` DataCopyright GamesAnalytics ©2011
  • 11. `Collect The Right Data• Understand the information you want to analyse• Focus on player level, not game level information• Identify significant events in the game• Build good data integrity 11Copyright GamesAnalytics ©2011
  • 12. `Collect The Right DataGood Events Bad EventsPlayer Progress Browser & Device TypePlayer Tasks Bugs and CrashesItems Bought & Sold MovementItems Gifted Buttons ClickedLevels Page ViewsMissionsFriends 12Copyright GamesAnalytics ©2011
  • 13. Understand the metrics ` Copyright GamesAnalytics ©2011
  • 14. `Understand The Metrics• Metrics generally means dashboards• This provides historic information• It tells you the health of your game• Use metrics to identify the areas of the game that need focus 14Copyright GamesAnalytics ©2011
  • 15. `Understand The Metrics• Retention • DAU / MAU• Engagement • Player Behaviour• Life Time Value • Demographics• ARPU / ARPPU • Game specific metrics• Whales • Virality• Time to First & Second Payment 15Copyright GamesAnalytics ©2011
  • 16. ` Segment Player BehaviourCopyright GamesAnalytics ©2011
  • 17. `Segment Player Behaviour 7% %Volume 0.55 6% 0.34 %Paying 36% 25% 57% 7Day Ret Virality Potential $0.75 1.30% $4.4 0 CAC 26% 31% $2.21 0.89% 22% Focusing on the Player $1.75 14% 12% 0.86 59% $3.5 Early Enthusiasts Confident Completers 0.97 7 5% 21% Social Involver 0.19 $1.9 9% 4 $2.3 Sporadic Semi Engaged 8 Losing Momentum Need Guidance Revenue Potential Borderline Incompetent Copyright GamesAnalytics ©2011
  • 18. ` interaction SocialCopyright GamesAnalytics ©2011
  • 19. `Social Interaction• Connectedness• Centrality• Cohesion• Reciprocity• Social Influence 19Copyright GamesAnalytics ©2011
  • 20. `Social Interaction • Identify player ‘bridges’ • Isolated players • Gaps and holes, leading to group fragmentation Focusing on the Player • Reward highly influential players • Manage cohesion, caused by influential players • Reconnect isolated players • Build bridges and connect sub networks 20 Copyright GamesAnalytics ©2011
  • 21. `Identify player value Copyright GamesAnalytics ©2011
  • 22. `Identify Player Value• Time to first payment (2-4 weeks drive high LTV)• Payment patterns (regular, increasing, decreasing)• Triggers for first spend (why now?)• Time lag to second spend (be quick)• Reasons for reactivation (paying players stick around)• All actionable to raise LTV• Overlay profiles to refine targets 22Copyright GamesAnalytics ©2011
  • 23. `Pattern analysis Copyright GamesAnalytics ©2011
  • 24. `Pattern Analysis 1st Event 2nd Event 3rd Event 61% 12% Focusing on the Player 9% Challenge Start Gifted item Visited Home Intervention here Use event order to predict and Invite Neighbour encourage next action Bought Item 24Copyright GamesAnalytics ©2011
  • 25. `Pattern Analysis• Pattern analysis is a powerful technique• Using it allows behaviours to be tracked and identified• This can be used to react to next best option• This can also be used to identify actions that precede abandonment 25Copyright GamesAnalytics ©2011
  • 26. `Predictive ModellingCopyright GamesAnalytics ©2011
  • 27. `Predictive Modeling• Ability to predict player behaviour• Identify players likely to undertake an action if encouraged• Provide the means to deliver a marketing intervention that is: • Timely • Personal • Appropriate 27Copyright GamesAnalytics ©2011
  • 28. `Simple Multivariate Predictive Model Variable Contribution Likelihood N Y 0.25 Least 99.5% 0.5% 0.2 2 98.9% 1.1% 3 99.5% 0.5% 0.15 4 99.5% 0.5% #Sessions 11+ Focusing on the Player 0.1 5 6 98.4% 95.8% 1.6% 4.2% 0.05 7 95.3% 4.7% Gifted Item 8 93.6% 6.4% Total 0 1 2 3 4 5 6 7 8 9 85.2% 14.8% Stamina 5000+ Most 62.2% 37.8% Highest Wounded Accepted Friend Run Away Total 92.8% 7.2% Level 10+ Giant Invite Count 10+ 28Copyright GamesAnalytics ©2011
  • 29. ` Actionable resultsCopyright GamesAnalytics ©2011
  • 30. `Actionable Results• The key to Analytics is to provide the tools to improve the game• This can be: • Improve Gameplay • Increase Revenue • Reduce Abandonment • Increase Retention • Reward Loyalty 30Copyright GamesAnalytics ©2011
  • 31. `Actionable Results• Analytics provides the means to identify these traits• To group players into manageable segments• To predict their future behaviour• To intervene to change behaviours and move the graph 31Copyright GamesAnalytics ©2011
  • 32. `Actionable Results 32Copyright GamesAnalytics ©2011
  • 33. `Analytics in Games Copyright GamesAnalytics ©2011
  • 34. `The Industry• Analytics is becoming a key skill in game development• Zynga has a 60 person Analytics team• Analytics allows game design to understand the player• Games are increasingly becoming data driven• Games that adapt to the player is the future (the one size fits all is dead) 34Copyright GamesAnalytics ©2011
  • 35. ` Any Questions?Copyright GamesAnalytics ©2011