FGS 2011: Panel: Metrics From Top Game Developers

A.R.M Metrics Framework
SE7EN Deadly Social Game Metrics
By: Albert Lai, Co-Founder/President, Kontagent

INTRO:
Select Customer List
And Hundreds More…

Jan. 2009
Jan-2010
Jan-2011

INTRO:
Most Broadly Used Social Analytics by Developers
Facebook Funded & Leading App Analytics Platform
Social Gaming Focused End-to-End Analytics Suite
Ad Tracker, Viral Testing, Events, Funnels, V.Currency
Used by Majority the World’s Largest Game Publishers

INTRO:
People Not Pages
OLD SCHOOL:
“WEB ANALYTICS” = PAGES
NEW SCHOOL:
“SOCIAL ANALYTICS” = PEOPLE
PAGE
VIEWS
EVENTS
FRIEND
GRAPH &
INFLUENCE
MAP
AGE &
GENDER &
LOCATION
EMAIL
ADDRESS
COOKIE/IP
ADDRESS
VIRAL
PROFILE
SESSION
TIME

ABOUT US:
End to End Social Analytics Platform
Kontagent Analytics Suite
Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits

The Social Web

ABOUT US:
“Web 2.0.11”
SOCIAL WEB
WEB 2.0
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
Sign-In
Discovery:
Search
Shared
Distribution:
Aggregation
Viral
Analytics:
Pages
Users
z
Optimization:
Data-Sampling OK
Need Per User Data

ABOUT US:
Future of Discovery and Distribution
VIRALITY: DRIVES DISCOVERY + ADOPTION
PHISICAL
DIGITAL
SOCIAL
PHYSICAL
DIGITAL
SOCIAL
Buy: Shelf Space (Best Buy)
Sell: Shrink Wrap (Flight Simulator)
Dev. Cycles: Yearly
Methodes: Pre-Planned
Primary Competitive Advantages:
Scale
Buy: Traffic/Portal (Yahoo)
Sell: Ads, Downloads, Subs
Dev. Cycles: Months
Methodes: Agile/Iterative
Aggregation
Buy: Viral Tools & Installs
Sell: Virtual Goods
Dev. Cycles: Hours
Methodes: Data-Driven
Viral Data Insights
Buy: Shelf Space (Best Buy)
Sell: Shrink Wrap Software
Dev. Cycles: Yearly
Methods: Pre-Planned
Competitive Advantages:
Scale
Buy: Traffic/Portal (Yahoo)
Sell: Ads, Downloads, Subs
Dev. Cycles: Months
Methods: Agile/Iterative
Aggregation
Buy: Viral Tools & Installs
Sell: Virtual Goods
Dev. Cycles: Hours
Methods: Data-Driven
Viral Data Insights

INTRO:
Viral Loops vs. Engagement Loops
Engagement Loop
Viral Loop
Existing User
Existing User
Existing User
New User

The ARM Funnel

ARM Model:
Acquisition, Retention & Monetization
ACQUISITION
RETENTION
MONETIZATION

Framework:
Lifecycle Metrics and the ARM Funnel
SOCIAL GAME LIFECYCLE
Mid Game Development
Early Game
Development
Mature Game Development
WEB 2.0
SOCIAL WEB
USER LIFECYCLE
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
ACQUISITION
Search
Shared
RETENTION
Aggregation
MONETIZATION
z

Framework:
7 Deadly Metrics of the ARM Funnel
Early Game
Development
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
A
Search
Shared
R
Aggregation
M
1 Day/WkCohort Retention
ARPU & ARPPU
6
CAC
4
Sessions/User & Avg. Session Length
3
1
2
K-Factor
7
% PayingUsers
5
Avg. LT of a User
K-LTV

The 7 Deadly Social Metrics

ARM Metric #1
ACQUISITION > CAC (Customer Acquisition Cost)
1
Trending:
Up
Typical:
$1- $3
Measure:
Traffic K-Factor
Traffic X-Day Retention
Traffic ARPU
CPM/CPC/CPI
Action:
A/B Test: Creative,
Targeting, Source
Leverage X-Promotion

ARM Metric #2
ACQUISITION > k-factor
2
Trending:
Flat to down
Typical:
Overall K-Factor
0.05-0.20
Invite CTR: 10-20%
Measure:
AKA: Viral Loop
Avg. Branching Factor
Msg/User * CTR
Action:
A/B Test Content
A/B Test Flow/Timing

ARM Metric #3
RETENTION > Sessions/User & Avg. session length
3
TRENDING:
Flat to Up
TYPICAL:
Mins: 10+
Sessions/User: 1.7-2.2
Day 1 Retention: 10-35%
MEASURE:
“User Activation”
Visits / User / Day
Time Spent Per Visit
ACTIONS:
Funnel Test Activation
Test Visit Freq. Vs. Time Spent

ARM Metric #4
RETENTION >1 Day + 1 Week Retention
4
Trending:
Up
Typical:
D1: 25-30%
W1: 10-15%
Measure:
Ideally Cohorted
Careful Mixing New & Old Users
Action:
A/B Test Game Mechanics
A/B Test Flow / Funnels

ARM Metric #5
RETENTION >avg. lifetime per user
5
Trending:
Up
Typical:
Depends
Measure:
Engagement Loop
Decay Rate / Half Life
Action:
Test Game
Dynamic as it Relates to The
Engagement Loop

ARM Metric #6
Monetization > ARPU, ARPPU
6
Trending:
Up
Typical:
ARPPU: $2-10+
ARPU: $0.01-0.05
Measure:
Revenue / DAU
# Transactions /DAU
$ Transactions
Action:
A/B Test Item Pricing
A/B Test Flow/Timing
Track Sources/Sinks

ARM Metric #7
Monetization > % Paying Users
7
Trending:
Up
Typical:
1-3%
Measure:
Demographics of Paying Users
Action:
Watch Demo & Traffic Source
Loop Data back to Ad Targeting

ARM Metric
KLTV > Viral Life Time Value
KLTV
Virality
(branching Factor):
[1/(1-k)]
X
arpu:
[ARPU per Day]
X
retention:
[Avg. # of Days Engaged]

Framework:
7 Deadly Metrics of the ARM Funnel
Early Game
Development
WEB 2.0
SOCIAL WEB
Single Sign-On
(MS Passport)
Social Sign-In
(FB Connect)
A
Search
Shared
R
Aggregation
M
1 Day/WkCohort Retention
ARPU & ARPPU
6
CAC
4
Sessions/User & Avg. Session Length
3
1
2
K-Factor
7
% PayingUsers
5
Avg. LT of a User
K-LTV

See the 7 Deadly Social Metrics in Action
Follow us on Twitter @Kontagent! www.kontagent.com

Contacts
Kontagent
55 Hawthorne Street
Suite 610
San Francisco, CA
94105
Tel: 1 (415) 766-6500
E-mail: albert @ kontagent.com
Support: support @ kontagent.com

FGS 2011: Panel: Metrics From Top Game Developers

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FGS 2011: Panel: Metrics From Top Game Developers — Presentation Transcript

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