Metrics for Social Games by David King and Siqi Chen

metrics for social games david king siqi chen green patch serious business

metrics are a force multiplier but you need to have something to multiply! can’t replace a good product can’t replace creativity, art, design can’t replace qualitative metrics (user sentiment, net promoter score, etc)

the business of social games

(life time value - user acquisition cost) X scale = proﬁt* * these variables are not independent

user acquisition costs virality, retention, cross promotion, marketing etc life time value retention, quality, ﬂow, mechanics, theme, payments, etc

3 ‘A’s of metrics actionable, accessible, auditable

actionable build a framework for experimentation, not vanity emphasis on split testing and actionable insights

accessible on demand experimentation capabilities timely, transparent and accessible reporting separate metrics infrastructure as much as possible

auditable sanity check against other data sources: db, google analytics, facebook

why companies are metrics focused simple math: linear improvements yield non-linear results

k = (infection rate) * (conversion rate) [summed across all channels]

Visit Product quality New user experience Activation Revenue Social proof (friends) Key Metric: activation rate the “viral loop” Infection Invite ﬂows Conversion Retention Copy writing Call to actions Persuasion psychology Game mechanics Demographic targeting Self expresssion Allocation tuning Key Metric: click through rate Key Metric: infection rate

virality discounts user acquisition costs (potentially, down to $0)

user acquisition: user acquisition cost: user acquisition cost discount:

infection rate viral flows, calls to action, product quality, game mechanics, allocation tuning conversion rate copy writing, persuasion mechanics/psychology, demographic targeting viral channels requests, notifications, feed forms, email, profile box, share link, email, app tab, etc.

brief overview of facebook rpgs

metrics can help with game ﬂow this affects retention, virality, and everything else

metrics can help with revenue gain actionable insights on virtual goods behavior

that’s it. questions?

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Metrics for Social Games by David King and Siqi Chen

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