Presentation by Vince Darley @ King.com for the 2013 Games Industry Analytics Forum (GIAF)

1. What
analy)cs
in
the
games
industry
has
to
learn
from
other
sectors
Vince
Darley
Director
of
Business
Intelligence
&
Analy6cs,
King.com
2013-­‐01-­‐29
Vince.Darley@king.com

2. I’ll
focus
on
4
areas
today…
1. Show
the
right
product
at
the
right
)me
2. Improve
the
onboarding
process
3. Target
customer
segments
4. Understand
your
customer’s
life)me
value
2

3. Most
web
businesses
are
quite
different…
• Most
web
businesses
– See
customers
rarely
– Have
very
low
repeat
purchase
rates
– Have
limited
social
interac)ons
• Games
– See
customers
many
)mes
a
week
(provided
are
not
lost
in
the
early
stages).
– Have
high
repeat
play
&
purchase
rates
– Have
powerful
social
interac)ons
But
a
few
web
businesses
are
similar:
Supermarkets
(Ocado,
etc),
and
to
a
lesser
extent
eBay
and
Amazon…
3

4. 1.
Show
the
right
product
at
the
right
)me…
offers
ut
of
?
plete
u
run
o Incom
o
Have
y
r
o n
you
O ffers
es
it
t
fa vour
u
migh
ffe rs
yo
Spe cial
o
like
t?
orge ome thing
u
f
D id
yo Try
s
new
sales
Flash

5. 1.
Show
the
right
product
at
the
right
)me…
What
is
the
online
equivalent
of
all
those
sweets
by
the
checkout
queue?
• When
you
checkout
online,
what
are
you
offered?
How
relevant
is
it
to
your
shopping
basket?
Ocado
have
sec)ons
“Did
you
forget?
Offers
on
your
favourites?
Try
something
new?
Flash
sales!”
• How
can
you
offer
the
right
product
at
the
right
)me
in
your
games?
– Context
–
offer
the
booster
that
is
most
appropriate
– Bundles
and
targeted
discounts
(or
even
non-­‐discounts)
– Player
segment
– Player
lifecycle/game
stage
5

6. 2.
Improve
the
onboarding
process…
r
Sh oppe
onal
Pers mily
a
1) F etary
s
i c hase
2) D pical
pur
Shop
y d
3) T rsonalise
e
4) P

7. 2.
Improve
the
onboarding
process…
• Your
goal
is
to
keep
people
in
the
game
long
enough
that
they
discover
how
great
it
is.
– And
fix
anything
that
is
preven)ng
that
• How
do
you
dis)nguish
between
problems
vs
inevitable
drop
off?
– Experiment
and
test,
but
be
prepared
for
lots
of
changes
to
have
licle
impact
– Build
a
customer
story
• Messaging/No)fica)ons/Email
(in
and
out
of
game)
• Help,
)ps,
free
boosters,
etc
–
targeted
to
player
type/ability
– Adjust
difficulty,
par)cularly
of
early
levels/stages
7

8. …but
player
type
is
more
important…
Colours
indicates
different
player
behaviour
types.
à
Game
Progression
à
8

9. 3.
Target
customer
segments
• You
can
only
get
so
far
by
trea)ng
all
customers
the
same
• Expect
10%-­‐20%
improvements
from
targe)ng:
– Mone)sa)on
• Product
type
• Price
point
• Conversion
offers
– Reten)on…
– Virality…
– Cross-­‐game…
9

10. 4.
Understand
your
customer’s
life)me
value
DAU,
DARPU,
MAU,
DARPPU,
etc
are
all
well
and
good,
but…
• Your
first
customers
will
be
much
more
valuable
than
your
later
ones
• Life)me
value
will
vary
by
plaoorm,
device,
acquisi)on
channel,
etc.
• Your
acquisi)on
costs
need
to
be
aligned
with
that
10