How to define just right KPIs for game operation
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How to define just right KPIs for game operation



Keynote speech at GDC China 2012, by Leo Cui, founder & CEO, Talkingdata

Keynote speech at GDC China 2012, by Leo Cui, founder & CEO, Talkingdata



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How to define just right KPIs for game operation How to define just right KPIs for game operation Presentation Transcript

  • How to Define Just Right KPIs for Game Operation TalkingData Leo Cui
  • TalkingData Product Line TalkingData TalkingData TalkingData Analytics Campaign Insight • Third-party mobile app • Mobile app campaign • Personalized statistical analysis tools monitoring and assessment recommendation engine/data platform mining service • Professional mobile app data analysis/consulting • iOS monitoring tool • Forecast model and service released in Jun, 2012 emulation service • Specialized product and • Currently tracking about 1 methodology for mobile million valid app activations • User attributes tagging and games per day in App Store preferences mining service “TalkingData is a professional data service platform for mobile applications, serving 2,500+ activeapps presently,with almost 1,000 apps are mobile games ”
  • • TalkingData Analytics is the fastest growing mobile data analysis platform, already covering over 5 millions devices 6 months after the official release. Monthly growth rate holds at above 100% TalkingData analytics official release published in May, 2012, the right timing to 30M witness the high growth of mobile Internet in China. 14M 7M 1M 3M 2012.5 2012.6 2012.7 2012.8 2012.9
  • Game developers needMobile game developers facing "data dilemma" continuous data analysis to enhance Operation based on products data through out the whole game life cycle Most developers dont have professional knowledge to analyze data systematically, and in the mean time, facing the Whale users Game balance Mobile game developer pressure of tight schedule, high costs of Paying player conversion Game release man power and hardware Virtual Economy Props purchase stats ... How many registrations? Player conversion/retention Data How about DAU、MAU ? Platform ……. Campaign result tracking Joint operation/release Game improvement App store tracking Player levels/progresses Marketing campaign players classified by their activeness
  • Game vendors favorite game types are changing Casual games are gradually falling out of favor evidenced by the number of games, while strategy and RPG games are becoming hotter since they are more suitable for revenue generating through IAP Data source: “Mobile App Data Analysis Q3 Report 2012 ", joint released by TalkingData and NetEase100%75%50%25% 0% Apr May Jun Jul Aug Casual RPG Strategy
  • New player day 10 retention of different types of games Desktop games excelling at retention, with more well polished products; more rough ones in other types of games, especially RPG, dragging down the whole average rate. Data source: “Mobile App Data Analysis Q3 Report 2012 ", joint released by TalkingData and NetEase100.0% 75.0% 50.0% 25.0% 0.0% New +1 +2 +3 +4 +5 +6 +7 +8 +9 +10 players Strategy Action RPG Casual Puzzle Desktop
  • Life time distribution of diff. types of games Hard core players usually have shorter life time, therefore need to be motivated by continuous flow of new contents. Desktop games have more well defined playing routes, but with lots of variations, and have higher player stickiness. Data source: “Mobile App Data Analysis Q3 Report 2012 ", joint released by TalkingData and NetEase60.00%50.00%40.00% Strategy30.00% Action RPG20.00% Casual10.00% Puzzle Desktop 0.00%
  • User preferences aggregation distribution research – hardcore player Data source: TalkingData data mining research team40.00%35.00% 战略30.00% 休闲 射击25.00% 体育 动作20.00% 益智 角色扮演15.00% 冒险 棋牌10.00% 养成 经营5.00% 模拟器 网游0.00% 角色扮演 射击游戏 动作游戏 战略游戏
  • KPI!=Superficial metrics• Superficial metrics – Cannot be changed – Non-executable Fine Superficial operation metric – Lack of benchmark• KPI – Focusing on commercial purpose – Approved by management – Executable – Benchmark available
  • CAC VS LTV?• Free• Virally• campaign Monetization (LTV) Customer Acquisition cost (CAC)
  • KPI needs standardized metrics definition Acquisition Activation RetentionACQ = F(Campaign,channel, ACT = F(First time RET = F(User guide,Users,CAC, Conv%) Experience, operation,task,alert) Usage,Design/UX)• Install / Sign-ups • DAU • DAU/MAU By campaign/channel • MAU • Retention CAC(Channel) • Next Day Activities 1 day/ Conversion (Channel) • Usage 7day• Organic Users Login times 30day• Marketing Users Login length •• Click -to- Install -to- Sync • Monthly Active Days Monthly Logins per User• Fake Users Lifetime sessions• New User Perception 1~10-day activity after Perception by Channel Install • User lifetime
  • KPI for AARRR Revenue ReferREV = F(Charge trap,whale, REF = F(Excitation,UX)Conv%) • ARPU(Monthly) • K-factor • ARPPU(Avg. Revenue per Paying • Invites User Per DAU • LTV (lifetime value) Per who send invite • • Invite accept(%) By level/By date • Times By type By types purchased Massages • Paying users(%) E-mail • New paying users • Cohort by invitee • Time/level of first charge Revenue • Whale ARPU
  • KPI Model- needs professional methodology • Ads/Campaigns• Social Networks • Publisher • PR/Forum/Download sites• Apps Store(New/update) • Traffic exchange • SEO/SEM• Lowest price promotion, Limited Free • EDM ACQUISITION • Excitation • Viral Emails & Guide 、 first Alerts time experience • User guide • Task Ads、IAP、 Freemium Degree of difficulty, time, inter ests
  • Red Infinity was established in 2010 andhas rich experience in productdevelopment and publishing. Thecompany has become one of the industryleaders in justmoney? Make one year. Metrics-driven designSNS,,SLG,Poker,PuzzleMAU 4,000,000
  • VersionsInitial release:Sep 14, 2012Current version:Nov 1, 2012Description★ HOTNEW GAME ★Puzzle + Battle+ Collection + EDU
  • Test in App store,Without Marketing.
  • KPI How to optimize? Dashboards and Alerts – Why did it Happen? – Advantage - Dashboards DAU Day 1 retention Day 7 retention Virtual income Marketing Users
  • The most Important Metric between Initial release.The first experienceWHY? It’s been relatively Low Day 1 Retention Alert Avg. 18.2%
  • Bad Day 1 retention,but kind of okay after day 2. Cause: new players Why ?
  • Sign up ConnectLoading
  • Bad Connetion Abruptly lost introduction
  • What can I do? Move to more reliable data center Consider domestic and overseas server distribution Simplify introduction, less steps Embellish introduction Advantage Polish pet UI to make it more attractive
  • Difficulty? Operation.Daily awardsKnow players progressPay attention to degree of difficulty of early levels
  •  Daily task Login bonus Scheduled copy Bonus pet Friends aidOnly 9 %,WHY?
  • Difficulty?
  • Make more money.A/B testDrill downWhale
  • What’s youropinions? Extra gems? Bonus pets?
  • Is it possible to let more players make purchase earlier? Compared to revenue graph, purchase isdistributed more balanced and forwarding
  • Talkingdata Game Analytics Standardized metrics Alarm monitoring Immense visual appeal – Premade PowerPoint Templates
  • 数据运营之路依然漫长!TalkingData Game Analytics Data mining • Statistics (regression analysis, association analysis) • Forecast model (revenue/active users) Data analysis • Pattern recognition (Probability of loss, probability of paying) • user segmentation (specific user group analysis) • multi-dimensional analysis (multiple dimensions combo analysis) • cohort analysis (time slice analysis)Data statistics • A/B Test (functional analysis) • Standard reports (something wrong with the game?) • Custom reports (find problem: when? where? who?) • Metrics monitoring (need any action?)
  • Sina micro-blog: Leo_CuiWeb: Thank You