GrowingGames. Free to play. Designing for Key Performance Indicators

Uploaded on

What does being “Free to Play” actually mean? …

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 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.  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.  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.  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.  Emotionally engaged players  Value proposition  Pay to progress  Pay to win  Pay for access
  • 6.  In game marketing  Give them what they want; know when they want it  Know thy player
  • 7.  Know thy player’s friends
  • 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. 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 - he-secret-glossary-of-social-games- analytics/ - game-developement-terms-metrics/