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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

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