GrowingGames. Free to play. Designing for Key Performance Indicators

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What does being “Free to Play” actually mean?
Hands on answers to the following questions:
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

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GrowingGames. Free to play. Designing for Key Performance Indicators

  1. 1.  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
  2. 2.  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’
  3. 3.  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
  4. 4.  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
  5. 5.  Emotionally engaged players  Value proposition  Pay to progress  Pay to win  Pay for access
  6. 6.  In game marketing  Give them what they want; know when they want it  Know thy player
  7. 7.  Know thy player’s friends
  8. 8.   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
  9. 9. 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/t he-secret-glossary-of-social-games- analytics/ - http://www.superrewards.com/blog/ game-developement-terms-metrics/

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