The Games Industry Analytics Forum returned for its first gathering of 2015 in the UK and its 8th meet-up. The line up was as follows: Changes in Mobile Play & its Analytic Implications Philip Tuck - Gaming Realms The Trials of Building a Custom Analytics Solution Andres Tallos - Fun Fungus Analytics and Adserving: The Future A panel of experts from Rebellion, Bee7, InMobi and deltaDNA looked at the issues surrounding the future of analytics and adserving. A video of the GIAF including the panel discussion will be available on the deltaDNA blog from April 21st 2015.

2. UPCOMING TALKS
Changes in Mobile Play & its Analytic Implications
Philip Tuck - Head of Business Insight, Gaming Realms
The Trials of Building a Custom Analytics Solution
Andres Tallos - CEO & Founder, Fun Fungus
PANEL DISCUSSION
Analytics and Adserving: The Future
Experts from Rebellion, Bee7, InMobi and deltaDNA will look at the issues surrounding
the future of analytics and adserving

4. Regionalism and play

5. Session time and style.
● Our mobile customers withdraw 50% less net than desktop on near identical like for like deposits
● They reverse 33% more money than desktop
● They also Churn 10% slower

6. Demographics
● Young, evenly split
male/female mobile only
customers
● Dual desktop and mobile
most valuable, majority young
and female over all segments

7. Changes to CRM
● Changes in session time has created multiple experiences throughout the day – constant
touch and churn points require real time algorithms to deal with
● Mobile bonusing very different animal to desktop: well targeted small bonuses creating
much larger results than seen previously; badly targeted anything leading to high
unsubscribe rates and high churn
● Geo targeting algorithms based around consistent daily touch points exceptionally strong

9. The trials of building a
custom analytics solution
Andres Tallos
CEO Fun Fungus
andres.tallos@funfungus.com
9

10. © Mintsprint Ltd. 2015
Content
● The context
● The challenge
● The solution
● The learnings
● The conclusion

11. © Mintsprint Ltd. 2015
The context
mintsprint
My background

12. © Mintsprint Ltd. 2015
The challenge
● Goal: Massive multiplayer dogfighting
game, able to run on 3G and low-end
devices
● Analytics tool had to adapt to:
○ All game logic running server-side
○ Custom-built technology
○ Rapid iterations on game mechanics

13. © Mintsprint Ltd. 2015
The solution
● Custom built analytics tool
● Web-based, built with Javascript (Bootstrap
+ Google Visualization API), PHP & MySQL
● Key features:
○ Real-time player activity monitor
○ High-level & detailed KPI dashboards,
updated in almost real-time
○ Auto-generated reports (eg. marketing
campaign results)

14. © Mintsprint Ltd. 2015
The learnings (pros)
Perceived advantages of building our own analytics:
● It forced us to clearly define what we wanted to
learn from our analytics
● We got to know exactly what each KPI means
(eg. what counts as one player?)
● Observing real-time player behaviour turned out
to be really insightful for game design
● Fully customized to our needs
● No need for 3rd party SDKs

15. © Mintsprint Ltd. 2015
The learnings (cons)
Perceived disadvantages:
● Significant resource investment
● Hard to get right! (especially scalability &
performance)
● Hard to integrate marketing attribution data
● We ended up missing out on features that
3rd party solutions offer as standard (eg. A/B
testing, segmentation…)

16. © Mintsprint Ltd. 2015
The conclusion
Our takeaways:
● Getting it right takes a lot of effort, and it feels like
reinventing the wheel. We probably won’t do it again
● We will, however, try to plan our analytics as if we
had to build the tool from scratch, to ensure we are
hypothesis-driven rather than tool-driven
● Real-time player monitoring (aka. ‘Big Brother’) will
forever be #1 in our ‘analytics wishlist’

18. Stephan Ansari,
Business Development
Director, Europe at
InMobi
John Rankin,
Managing Director at
Bee7
Mark Robinson,
CEO at deltaDNA
Matt Jeffery,
Head of Digital Games
at Rebellion
Discussion
Analytics & Adserving:
The Future
Lead by:
Chris Wright, CTO at deltaDNA
Panelists

19. JOIN IN THE CONVERSATION PARTICIPATE IN THE NEXT GIAF
Analytics for Games events@deltadna.com