DIGITAL DISCOVERY AND ENGAGEMENT
PRESENTER: PATRICK WALKER
UNDERSTANDING HOW CONSUMERS DISCOVER YOUR MOBILE GAMES &
WHY TH...
vv
EEDAR IS WORLD’S LARGEST VIDEO GAME-FOCUSED RESEARCH FIRM
EEDAR Database
90,000 Products
100 Million Data Points
• Data...
vv
DUAL SMARTPHONE/TABLET GAMERS ARE DRIVING THE REVENUE
Smartphone/Tablet Gamers
spend 4X Smartphone only
gamers and 2X T...
vv
Breaking
News!
vv
The App Store
is Crowded!
vv
UNDERSTANDING DIFFERENT TYPES OF USERS IS CRITICAL
Segmentation
through analytics
is important at
every stage of the
en...
vv
MOBILE SPENDING IS A POWER CURVE
50/50 Revenue Split at
$10/Mth Segmentation
vv
WHALES ARE MORE LIKELY TO BE MALE
Heavy Payers
66% Male
Non-Payers
57% Female
Moderate Payers
53% Male
vv
WHALES ARE YOUNGER
Heavy Payers
66% Male
30.2 Years Old
Non-Payers
57% Female
36.6 Years Old
Moderate Payers
53% Male
3...
vv
WHALES USE BOTH DEVICES
Heavy Payers
66% Male
30.2 Years Old
75% SP/Tablet
Non-Payers
57% Female
36.6 Years Old
28% SP/...
vv
DIFFERENT DEVICES = DIFFERENT REASONS FOR GAMING
vv
DIFFERENT SEGMENTS = DIFFERENT REASONS FOR GAMING
vv
DIFFERENT DEVICES FOR DIFFERENT LOCATIONS
SP/Tablet = Home
SP = On the go
vv
CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS
Lesser Spenders
Endorse Playing Mobile
Games to Pass Time or
...
vv
CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS
Lesser Spenders
Endorse Playing Mobile
Games to Pass Time or
...
vv
THE MOBILE GAME GENRES
More Core:
• Synchronous MP
• On-Screen Controls
• Twitch Gameplay
• Longer sessions
• More Comp...
vv
WHO PLAYS AND HOW THEY PLAY VARY BY GENRE
vv
THE MOBILE FUNNEL
vv
SOCIAL COMMUNICATION IS AN IMPORTANT DISCOVERY SOURCE
vv
INITIAL ENGAGEMENT – SOCIAL AND STOREFRONT MATTER
vv
WHALES CARE LESS ABOUT PRICE
vv
BRANDING PLAYS A CRITICAL ROLE IN ENGAGEMENT
vv
WHALES ARE MORE COMMITTED TO SHARING
vv
WHALES WANT TO BE PART OF A COMMUNITY
vv
Virality is Driven By
Game Quality and Product Design
vv
VIRALITY STARTS WITH LOYAL USERS
Whales Collect Information
Regarding Mobile Games
Critic Reviews
Websites
Storefront R...
vv
vv
vv
vv
vv
Less Casino
More Malcolm Gladwell
IN SUMMARYYOUR
Rethink how you
conceptualize
your most
engaged users.
vv
Less Casino
More Malcolm Gladwell
IN SUMMARYYOUR
Your most
engaged
consumers are
not just the
Whales that
give you the
...
vv
Less Casino
More Malcolm Gladwell
IN SUMMARY
Your most
engaged
consumers are
the Mavens and
Connectors that
evangelize ...
PATRICK WALKER | PWALKER@EEDAR.COM
SLIDES AVAILABLE
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Walker dt 2013 presentation 了解消費者如何發現遊戲並決定下載的動機

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  • Quick introduction of selfAnalyst with EEDAR - Before entering the games industryBackground in Data Analysis - Background in Behavioral Psychology – Which has been a very nice fit F2P models with Compulsion LoopsThis talk focuses on the overlap between two hot topics in F2P Business ModelsAnalytics and SegmentationThe Importance of Social Mechanics2 Back to back hour long talks yesterday – 1. Analytics 2. Social Virality
  • Starts with the EEDAR DatabaseResearchers play tons of gamesWith addition of mobile play TONS of gamesThird party partnersOur CEO Greg Short loves to say EEDAR is the Switzerland of video games – neutral and gets everyone to work togetherTake the feature level data and combine it with output data to provide market researchProvide many services with this dataData services – Datafeeds DashboardsExpertise – Investment services, legal services, mock reviewsAnalyst services – my division – sales forecasting, custom research, syndicated reportsData from today is from a current syndicated report on which I am the lead analyst
  • Dual ownership is keyDrives growthExperiences that work on both
  • This talk begins with breaking news.
  • This talk begins with breaking news.The App Store is Crowded. I know shocking news.This is something that most of you are very familiar with.2008 – 5 per day/2009 30 Day/2012 200 per dayPeak Days – 500Peak Days – 1000 Per day
  • Talk about survey
  • These different types of gamers endorse playing games for different types of reasonsThese reasons relate to many different aspects of mobile gaming including discoveryLesser spenders endorse Passing time while waiting in line, taking a break, ability of the system to multitask
  • Heavier spenders like to
  • Starts with discovery and acquisitionNext step is engagement and retentionMonetization occurs during funnel for IAP in the beginning for Premium
  • The product’s core use case is enhanced through interactionUsers of the product can conceivably possess networks around its use caseThe product benefits from existing interpersonal connectionsThe product exhibits strong retentionThe product’s use case is accessible and instantly recognizable
  • Less casino - More Malcolm Gladwell
  • Less casino - More Malcolm Gladwell
  • Less casino - More Malcolm Gladwell
  • Walker dt 2013 presentation 了解消費者如何發現遊戲並決定下載的動機

    1. 1. DIGITAL DISCOVERY AND ENGAGEMENT PRESENTER: PATRICK WALKER UNDERSTANDING HOW CONSUMERS DISCOVER YOUR MOBILE GAMES & WHY THEY CHOOSE TO DOWNLOAD
    2. 2. vv EEDAR IS WORLD’S LARGEST VIDEO GAME-FOCUSED RESEARCH FIRM EEDAR Database 90,000 Products 100 Million Data Points • Data Services • Forecasting • Dashboards • Investment Services • Legal Services • Mock Reviews • Sales Forecasting • Custom Research • Syndicated Reports
    3. 3. vv DUAL SMARTPHONE/TABLET GAMERS ARE DRIVING THE REVENUE Smartphone/Tablet Gamers spend 4X Smartphone only gamers and 2X Tablet Gamers
    4. 4. vv Breaking News!
    5. 5. vv The App Store is Crowded!
    6. 6. vv UNDERSTANDING DIFFERENT TYPES OF USERS IS CRITICAL Segmentation through analytics is important at every stage of the engagement funnel
    7. 7. vv MOBILE SPENDING IS A POWER CURVE 50/50 Revenue Split at $10/Mth Segmentation
    8. 8. vv WHALES ARE MORE LIKELY TO BE MALE Heavy Payers 66% Male Non-Payers 57% Female Moderate Payers 53% Male
    9. 9. vv WHALES ARE YOUNGER Heavy Payers 66% Male 30.2 Years Old Non-Payers 57% Female 36.6 Years Old Moderate Payers 53% Male 32.5 Years Old
    10. 10. vv WHALES USE BOTH DEVICES Heavy Payers 66% Male 30.2 Years Old 75% SP/Tablet Non-Payers 57% Female 36.6 Years Old 28% SP/Tablet Moderate Payers 53% Male 32.5 Years Old 49% SP/Tablet
    11. 11. vv DIFFERENT DEVICES = DIFFERENT REASONS FOR GAMING
    12. 12. vv DIFFERENT SEGMENTS = DIFFERENT REASONS FOR GAMING
    13. 13. vv DIFFERENT DEVICES FOR DIFFERENT LOCATIONS SP/Tablet = Home SP = On the go
    14. 14. vv CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From Other Activities
    15. 15. vv CONSUMER SEGMENTS PLAY MOBILE GAMES FOR DIFFERENT REASONS Lesser Spenders Endorse Playing Mobile Games to Pass Time or Take a Break From Heavier Spenders Endorse Playing Mobile Games for Reason Related to the Games
    16. 16. vv THE MOBILE GAME GENRES More Core: • Synchronous MP • On-Screen Controls • Twitch Gameplay • Longer sessions • More Complex Rules
    17. 17. vv WHO PLAYS AND HOW THEY PLAY VARY BY GENRE
    18. 18. vv THE MOBILE FUNNEL
    19. 19. vv SOCIAL COMMUNICATION IS AN IMPORTANT DISCOVERY SOURCE
    20. 20. vv INITIAL ENGAGEMENT – SOCIAL AND STOREFRONT MATTER
    21. 21. vv WHALES CARE LESS ABOUT PRICE
    22. 22. vv BRANDING PLAYS A CRITICAL ROLE IN ENGAGEMENT
    23. 23. vv WHALES ARE MORE COMMITTED TO SHARING
    24. 24. vv WHALES WANT TO BE PART OF A COMMUNITY
    25. 25. vv Virality is Driven By Game Quality and Product Design
    26. 26. vv VIRALITY STARTS WITH LOYAL USERS Whales Collect Information Regarding Mobile Games Critic Reviews Websites Storefront Resources Whales Discover and Download Game Whales Spread Buzz if they Enjoy the Game Minnows and Non-Payers Collect Information Friends (Whales) Facebook Storefront InformationMinnows and Non- Payers Discover and Download Game Take care of the Whales (Let Them Show Off!) They want to create the community Don’t Ignore Traditional Outlets Control user reviews
    27. 27. vv
    28. 28. vv
    29. 29. vv
    30. 30. vv
    31. 31. vv Less Casino More Malcolm Gladwell IN SUMMARYYOUR Rethink how you conceptualize your most engaged users.
    32. 32. vv Less Casino More Malcolm Gladwell IN SUMMARYYOUR Your most engaged consumers are not just the Whales that give you the most revenue…
    33. 33. vv Less Casino More Malcolm Gladwell IN SUMMARY Your most engaged consumers are the Mavens and Connectors that evangelize your product
    34. 34. PATRICK WALKER | PWALKER@EEDAR.COM SLIDES AVAILABLE

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