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Where is the money, Lebowski?
How to identify and solve the problem in
game economy
Vasiliy Sabirov
lead analyst
We have a full cycle analytics solution for game developers:
user behavior analysis, traffic optimization & push notificat...
Analytics is the remedy for your
project
1. Take measurements
2. If everything is clear, make a
decision
3. If not, measur...
Level 1
Major KPI
● metrics of scale (quantitative)
○ revenue, gross
○ DAU, WAU, MAU
○ users online
○ new users / installs
Level 2
Metrics of quality
● retention
○ day 1,7,28 retention
○ rolling retention
○ lifetime
○ sticky factor
● monetizatio...
Revenue is falling. Why?
New users
Retention
Paying share
ARPPU
DAU, MAU
LTV
Revenue
ARPU
Level 3
Events & funnels
How to build the event structure?
○ mark key user’s actions (payments, share button, churn)
○ fin...
Conversion funnel
Level 4
Game structure
● player levels, game locations, loops
○ conversions
○ complexity
○ churn
○ revenue
○ any additiona...
Players got stuck on level 7.
Why?
Level 5
Game economy
● currencies
○ spendings
○ earnings
○ purchases
○ on account
● IAP
○ by categories
○ by levels
○ by p...
How to increase payments on
levels 20-25?
● major KPI
● metrics of quality
● events & funnels
● game structure
● game economy
But there is always one
additional dimension.
It’s called segmentation.
by paying activity & frequency
● frequent sessions - paying users
● frequent sessions - non-paying users
● rare sessions -...
RFM-analysis
● R - recency
● F - frequency
● M - monetary
For paying users only.
Richard Bartle’s classification
Richard Bartle’s classification
http://app2top.ru/game_development/psihotipy-igrokov-za-chto-igroki-gotovy-platit-95619.ht...
Richard Bartle’s classification
Other types of segmentation
● country
● language
● device
● platform
● traffic channel
● events
etc.
1. major KPI
2. metrics of quality
3. events & funnels
4. game structure
5. game economy
We love games. We understand the process of game development and the needs of
game studios.
From marketing to game design ...
www.devtodev.com
Here’s how
we work
All data sources
and platforms
SDKs for all platforms
www.devtodev.com
Your server directly (using our API) to analyze any...
Vasiliy Sabirov
sabirov@devtodev.com
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
Vasiliy Sabirov, devtodev
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Vasiliy Sabirov, devtodev

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Published on

Where's the Money, Lebowski? How to Spot And Fix an In-Game Economy Problem

(White Nights Conference St. Petersburg 2017)
The official conference website — http://wnconf.com

Published in: Business
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Vasiliy Sabirov, devtodev

  1. 1. Where is the money, Lebowski? How to identify and solve the problem in game economy Vasiliy Sabirov lead analyst
  2. 2. We have a full cycle analytics solution for game developers: user behavior analysis, traffic optimization & push notifications Attract more users for less money Retain and engage them Convert them into payers Get more money from your app www.devtodev.com
  3. 3. Analytics is the remedy for your project 1. Take measurements 2. If everything is clear, make a decision 3. If not, measure additional KPIs 4. Go to point 1
  4. 4. Level 1 Major KPI ● metrics of scale (quantitative) ○ revenue, gross ○ DAU, WAU, MAU ○ users online ○ new users / installs
  5. 5. Level 2 Metrics of quality ● retention ○ day 1,7,28 retention ○ rolling retention ○ lifetime ○ sticky factor ● monetization ○ ARPU ○ ARPPU ○ paying conversion ○ LTV
  6. 6. Revenue is falling. Why?
  7. 7. New users Retention Paying share ARPPU DAU, MAU LTV Revenue ARPU
  8. 8. Level 3 Events & funnels How to build the event structure? ○ mark key user’s actions (payments, share button, churn) ○ find its neighborhood (shop → sword → buy → confirm) ○ where can user have problems? Pay attention to your tutorial, analyze it in details.
  9. 9. Conversion funnel
  10. 10. Level 4 Game structure ● player levels, game locations, loops ○ conversions ○ complexity ○ churn ○ revenue ○ any additional parameter (stars / health points / steps / boosters, etc.)
  11. 11. Players got stuck on level 7. Why?
  12. 12. Level 5 Game economy ● currencies ○ spendings ○ earnings ○ purchases ○ on account ● IAP ○ by categories ○ by levels ○ by prices
  13. 13. How to increase payments on levels 20-25?
  14. 14. ● major KPI ● metrics of quality ● events & funnels ● game structure ● game economy
  15. 15. But there is always one additional dimension. It’s called segmentation.
  16. 16. by paying activity & frequency ● frequent sessions - paying users ● frequent sessions - non-paying users ● rare sessions - paying users ● rare sessions - non-paying users
  17. 17. RFM-analysis ● R - recency ● F - frequency ● M - monetary For paying users only.
  18. 18. Richard Bartle’s classification
  19. 19. Richard Bartle’s classification http://app2top.ru/game_development/psihotipy-igrokov-za-chto-igroki-gotovy-platit-95619.html
  20. 20. Richard Bartle’s classification
  21. 21. Other types of segmentation ● country ● language ● device ● platform ● traffic channel ● events etc.
  22. 22. 1. major KPI 2. metrics of quality 3. events & funnels 4. game structure 5. game economy
  23. 23. We love games. We understand the process of game development and the needs of game studios. From marketing to game design - devtodev provides you with valuable insights for any role and any side of game development. devtodev for game studios www.devtodev.com PRODUCER ANALYST ACQUISITION MANAGER GAME DESIGNER
  24. 24. www.devtodev.com Here’s how we work
  25. 25. All data sources and platforms SDKs for all platforms www.devtodev.com Your server directly (using our API) to analyze any complicated internal values The MARKET (Apple AppStore, Google Play) to enrich the data, verify it and make analytics more detailed. We can also get data from:
  26. 26. Vasiliy Sabirov sabirov@devtodev.com

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