Top 10 Social Gaming Metrics

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Introduction to the social gaming development process and the top 10 most important social gaming metrics (viral included).

Introduction to the social gaming development process and the top 10 most important social gaming metrics (viral included).

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  • Gives you an understanding of whether a game is doing well or notNot all games are hits, you need to know when you move on (how do you know?) – try tweaking the game, if it’s not either “viral”, “highly engaging” or high “retention”, drop itForce multiplier – takes an existing product and allows you to continually improve itCreativity is the hard partMetrics exposes how your monetization worksDrives your design decisions – takes the guessing out of the system (hint: there’s more than enough traffic on Facebook to help you do this testing)
  • Different metrics, BI metrics and social gaming metrics, both are important for different reasons, but there is overlapBI metrics are for making projections so the business ppl can make high level decisions – won’t talk about those, they’re highly depend on the organizationSocial Gaming Metrics helps you build better games  makes more moneyActionableObjective - AudibleInput change leads to Non-linear resultsCan eventually be tied to monetization/custom goalsAbsolute numbers are useless for tuning games – good for BI still thoughUse relative measurements, generally ratiosTime is in deltas

Transcript

  • 1. Kontagent Analytics
    Jeff Tseng – jeff@kontagent.com
    Metrics for Social Gaming - 10.26.09
  • 2. Kontagent
    Multiple F500 & Top-10 App/Devs Customers!
    Hundreds of applications
    Tracking millions of DAUs
    Tracking > 50 millionMAUs
    Working closely with many devs
  • 3. How Are We Different Than GA?
    Deep viral tracking information
    Tracking of individual viral channels
    Viral K-factor tracking
    User-centric model
    Track user IDs and NOT cookies
    More accurate measurements
    User behaviors at a UID level
    Actions on individual user basis
  • 4. Metrics Are a MUST for Social Games
    Decide what apps to focus on
    Aids in making business decisions
    Understand how your app actually works
    Takes guesswork out of your design decisions
    Multiply the end results of your product
    Metrics are part of the PROCESS
  • 5. Social Gaming Metrics are Different
    Vs. Web Metrics
    Social metrics
    Persistent user ID
    User app model
    Vs. Gaming Metrics
    Social metrics
    Real-time user data
    Monetization metrics
  • 6. Data-driven Design
  • 7. What Makes a Good Social Gaming Metric?
    Simple – understandable
    Actionable – results in direct action
    Accessible – easy to measure
    High-leverage – big results
    Monetizable – increases revenue
    Relative measurements
    Ratios/conversions are useful
    Trending – 7 day works well
  • 8. The Social App User Funnel
    Acquisition
    Activation
    Engagement
    Retention
    Revenue
  • 9. Top 10 Social Gaming Metrics
    (in order of use flow)
  • 10. #1 Entry Event Distribution
    Measures - First action the user takes in a session
    Metrics - Distribution of entry events (which events lead to the highest time on site – hard to do but useful)
    Action - Test to see what entry events are the most effective at bringing users back
  • 11. #2 Outbound Messages/User
    Measures – Outbound virality
    Linearity - Non-linear results(1/1-x)
    Metrics - Posts/user (broadcast messaging), Sent messages/user (direct messaging
    Action - A/B test flow and content/copy
  • 12. #3 Viral Message CTR/Conversion
    Measures – Messaging click-through rates and install conversion
    Linearity - Non-linear (1/1-x)
    Metrics - Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install
    Action - A/B test content/copy
  • 13. #3 Viral Message CTR/Conversion
    Application A - A/B Tests (50K+ MAU)
    Application B - A/B Tests (700K+ MAU)
    Kontagent App - A/B Tests (50K+ MAU)
  • 14. #4 Virality (K-factor)
    Measures – Organic growth
    Linearity - Non-linear (1/1-k)
    Metrics - k-factor (average branching factor) for 1, 3, 7 and all days
    Action - Decide to focus on virality engagement, retention or monetization.
  • 15. #5 Engagement
    Measures - How engaged is a user spending in the application
    Metrics - Time on site is a good universal metric
    Need to be careful since time on site can be tricky, best to normalize to something that is equal for all users, i.e. page views.
    Actions – Add more to do in the game. Cohort test to see if that improves the time on site. Funnel testing to see if users are getting stuck somewhere.
  • 16. #6 Exit Event Distribtion
    Measures - The last thing the user does before he/she leaves the session
    Metrics - Exit event distribution
    Actions - Funnel testing to get the user to move on after the steps where they leave the session. Add additional game play so there is more to do. Improve the user experience of the last event!
  • 17. #7 Retention – Revisit Rate
    Measures – Do users come back? How sticky is the game?
    Linearity – Non-liner (1/1-x)
    Metrics – Daily and weekly revisit rate by daily and weekly cohort.
    Actions – Social engagement (optimize messaging channels), add in timer based events, add events that occur when the user is not there.
    High virality with low retention means low long-term growth.
  • 18. #8 Lifetime Network Value
    Description - Value of a User including viral effects (LifeTime Network Value)
    Metrics - Actually very hard to calculate accurately, but here’s a first-order approximation:
    Actions - Calculate the LTNV for your application. If:
    economical to buy traffic.
  • 19. # 9 Conversion to Paying Users
    Measures – How many of your users are willing to pay
    Metrics - % of your users that are paying users
    Actions - Funnel testing to increase pay conversion funnel. Increase the monetization touch points. Increase currency demand by creating scarcity and creating desirable goods for your demographic.
  • 20. #10 Average Revenue Per Paying User
    Measures – How much paying users are spending (don’t focus on CPM model, it’s not monetizing well)
    Metrics – Average Revenue Per Paying User per Month
    Actions - Add more points of monetization, generate demand and scarcity.
    “The game is just the engine to acquire users, the money is made from the creative goods.”
    -Greg Thomson (Creator of YoVille and Fishworld)
  • 21. Metrics Tools
    In-house Tools – Easy to start, very hard and expensive to maintain
    Google Analytics - FREE, so use it
    Kontagent – Social analytics
  • 22. Final Words - It’s About Balance!
    Balance
    Data Driven Design
    and
    Creativity
  • 23. Thanks!
    Sign up at kontagent.com
    2 Packages
    Free package with basic tracking
    Premium package for serious developers
    Enterprise package for large business
    30 Day Free Premium Trial