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Game Analytics SiTF (David vs Goliath)

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Game Analytics SiTF (David vs Goliath)

  1. 1. SiTF presents: David versus Goliath Business Analytics The Game Changer in the Game Industry
  2. 2. Dated back to Simple 3100BC Simple Dice Dice Chess Playing Cards Poker, Bridge… Role Playing Games Dungeon & Dragon Board Games Monopoly Arcade s Collectable Trading Card Network Games Games Diablo MMORPG Casual WoW Games Bejeweled Achievement Web Browser System XBox Games Social Network Games
  3. 3. DEVELOPER DISTRIBUTION Where would you stand? Woof! SocialTimes: Distribution of developers/ publishers on Facebook
  4. 4. THE SWEET SUCCESS STORY
  5. 5. KEY SUCCESS FACTOR BETT ER DATA TechCrunch: Video: Zynga CEO Mark Pincus Pitches IPO To Investors
  6. 6. HOW DO THE NEW ENTRANTS COMPETE? 1. GAME DESIGN FOR TARGET AUDIENCE 2. MONETIZATION FRIENDLY 3. SOCIAL FRIENDLY 4. TRIAL & ERROR DEVELOPMENT CYCLE METRICS
  7. 7. KEY TRENDS THAT INTERSECT BUSINESS ANALYTICS OF GAMING 1. PURPOSE TO ACQUIRE USERS TO OPTIMIZE WORKLOAD TO MANAGE ADVERTISING TO PROMOTE FUNDRAISING TO INCREASE REVENUE TO SPREAD THE WORD MAINTAIN USERS MANAGE INFRASTRUCTURE NEEDS
  8. 8. WHAT’S AVAILABLE OUT THERE?
  9. 9. PUZZLED? WHAT’S GOOD? WHICH ONE TO USE? WHAT TO LOOK OUT FOR? WHAT ARE YOUR OPTIONS?
  10. 10. Using analytics like A Sir
  11. 11. Using analytics like A Sir Sun Tzu
  12. 12. Terrain Division Distribution Acquisition Marketing / Social Game Funnel User Acquisition Activation Engagement Game Design / Retention Engagement Revenue Monetization Payment
  13. 13. 对症下药 It means you prescribe medication based on the symptoms…
  14. 14. MARKETING / ACQUISITION
  15. 15. ACQUISITION ADVERTISEMENT THE METHODOLOGY Will women in their 20’s click this? Optimization
  16. 16. Over 116% in ONE month! Source: http://www.insidesocialgames.com/2011/10/06/the-sims-social-50-days-in-and-gunning-for-cityvilles-top-spot/
  17. 17. G A ME DE S I GN /E N G A G E M E NT
  18. 18. Zynga has used analytics extensively to perfect games and improve gameplay.
  19. 19. How Metrics Come into Play.. #1 ENTRY EVENT DISTRIBUTION Measures – First action a user takes in a session Metrics – Distribution of entry events Action – Test to see which entry events are the most effective at bringing users back
  20. 20. Metrics #2 VIRAL MESSAGE CTR/CONVERSION Measures – Messaging click-through rates and install conversion Linearity – Non-linear (1/1-x) Metrics – Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install Action – A/B or Cohort testing of content
  21. 21. Re v e r s e De s i g n i n g Design a Game Identify Traits & Characteristics Target a Market Segment
  22. 22. $ $ MONETIZATION/REVENUE
  23. 23. Combination of All Factors What are the times most Pricing Sales Performance people are on Facebook Playing Games? Virtual Real High Low Day or Night? During work? During lunch time? Weekend? Currency VS IT’S 24/7! Difference Plants Building & Demographic
  24. 24. http://mashable.com/2012/02/15/zynga-earnings-infographic/
  25. 25. Holistic View
  26. 26. Where are we heading? Forecasts: Smart phones overtake Standard mobile phone in 2013 Source: http://mashable.com/2011/07/13/mobile-gaming-trends/
  27. 27. Trends Shaping the Mobile Industry • The freemium model has potential • Tablets Gamers Download & Play More • Users Crave Multiplayer & Social Features • Word of Mouth is the key driver for game downloads • Hit games can come from anywhere
  28. 28. $ 180 million Bankruptcy http://www.forbes.com/sites/davidthier/2012/03/21/zynga-purchases-draw-something-makers-omgpop-for-180-million/
  29. 29. THANK YOU! PRESENTED BY: ELVIN LI, FOUNDER, ZELREALM

Editor's Notes

  • Have a good and addictive gameplayDifferent people will have different addiction, therefore, segment and target the one that you have most confidence in, or you think you have the correct game for themHave a good and viral mechanicsDraw Something app, most people play it, but why is it so popular? It’s not the gameplay itself that attracts people, but it is the social element that makes people addicted to the gameHave bothDon’t be thrilled and thought that you have the best of both world!! You still can fail The tech, the graphics and other factors can contribute to your success/failure of the game
  • Which one to use? There no which one is the best, it all depends on what you need. For some beginners, they need advice from industry expertise advice to analyze the results of the data, then consultancy is what you will need, these data will tell you more about your audience, what they like, whether they like it or not, and whether they are playing often enough. That’s where you can start figuring out whether the initial positioning of your game is right or wrong. What to look out for? In terms of economical value, make sure you don’t pay for something that cost you most than you earn. That’s common sense. And look out for any hidden cost.
  • In the previous slide, I have this funnel for social game, let us divide this funnel into 3 parts. Marketing/User Acquisition, game design, and monetization. These 3 components will be our indicators of how we choose the analytics tool.
  • There is an chinese saying that we should prescribe medication based on the diagnosis, which also mean we will have to solve the problem or improve on our products by investigating into the weakness.
  • First off, the numbers are impressive. Mobile phone and tablet gaming sales in the U.S. reached $898 million in 2010, more than doubling since 2005, and Mintel forecasts that revenues will reach $1.6 billion by 2015. This prediction is in line with eMarketer’s report that mobile gaming revenues are expected to reach $1.5 billion by 2014. With increasing smartphone sales, a growing tablet market and increasing advances in mobile device and game development, this industry is sure to get more interesting in the coming years.
  • The freemium model has potentialOne of the biggest tasks in marketing a mobile game is to figure out which revenue model to use: free (ad-supported), freemium (free download with in-app purchase options) or paid (one time fee for a full-featured app). Tablets Gamers Download & Play More – with its bigger screen and portability, it’s not a surprise that tablets gamers are more active playing gamesUsers Crave Multiplayer & Social FeaturesLet’s name a few app which are hugely successful with this features: WhatsApp, DrawSomething, Words With Friends etc. These are the living proof to support the importance of social features. Word of Mouth is the key driver for game downloadsFrom Friends: More than 50% of mobile game-playing adults learn about new mobile games from friends and family.In App Stores: About 40% of adults learn about new games within app stores, where hot lists, rankings and user reviews are highlighted.On Social Sites: 25% of adults hear about new mobile games via social media sites.Hit games can come from anywhere Using the favorite example again, Draw Something, by OMGPOP, the company went from the brink of closure to USD 180 million acquisition. It did not started as a big developer but end up growing real big. It is not necessary that hit games only comes from big developer, though the end result that hit game might belong to the big developer.
  • Zynga acquire omgpop
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