Increasing Application Engagement<br />Presented by: <br />Manu Rekhi, GM of MySpace Games, Developer Platform & Content<b...
MySpace Users Love Games<br />2<br />MySpace…<br /><ul><li>Has more than 113 million monthly active users
Sees 100,000 signups every day
Users spent a total of 9.1 billion minutes on the site</li></ul>MySpace Gamers…<br /><ul><li>Spends 2x longer on MySpace t...
The top 100 apps on MySpace by DAU see avg. usage of over 7 minutes a day per user.
Some games see as high as nearly 25 minutes per user a day.
We have tens of thousands of Games and Apps total.</li></li></ul><li>Kontagent is the leading provider social analytics fo...
4.  TRACK<br />4<br />
<ul><li>Funnel Approach to A/B Testing for engagement (exclude new users)
Messages Sent/Posted - # of outbound messages/per user
Used to optimize engagement if messages are sent to existing users
A/B test to optimize the call to action
Acceptance or click-through - ratio of user interactions with a viral msgs
Used to optimize engagement
A/B test to optimize CTR</li></ul>Engagement w/ Viral A/B Testing<br />
3.  EXPERIMENT<br />6<br />
Experiment<br /><ul><li>Test assumptions every day
Organize around small nimble teams
Be results oriented
Define success metrics</li></li></ul><li>Viral Message A/B Testing<br />Application A - A/B Tests (50K+ MAU)<br />Applicat...
2.  LISTEN AND LEARN<br />9<br />
Focus on Quality<br />Research shows that users are more likely to invite friends to apps with high production values <br />
Graphics<br />interaction<br />competition<br />battles<br />properties<br />story<br />references<br />customization<br /...
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J. Tseng App Engagement Dynamics Social Developer Summit

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  • Kept the slide title generic to reflect rise in social gaming overall. When presenting, can get into specifics of growing usage among the MySpace demographic.
  • Manu
  • Speaker notes - The hot red and orange tells us that our users love this about our games and this is what differentiates us from other games. This jives well with our partner strategy where we are bringing high quality plots, story and graphics to our usersTag Cloud:Warm colors=high values in the game/positively seen by usersCold colors = low values in our game/negatively seen by usersBlack/green = indiferent,Bigger, more cited; lower, less cited
  • Band of Horses case study is pulled from the LolApps deck. Do we have anything similar we can share for non-promotional partners to show how they’re turning feedback into features? W/o running into confidentiality issues? Can be anonymous if needed.
  • Use channels more effectively Maximize conversions by A B testing creativesTest oftenFocus on game design Increase number of visitssocial pressureincentives for returningPsychological pressureIncrease viralitySocial hooks Integrate friends into the game with neighborsCompetitionsCollaboration
  • J. Tseng App Engagement Dynamics Social Developer Summit

    1. 1. Increasing Application Engagement<br />Presented by: <br />Manu Rekhi, GM of MySpace Games, Developer Platform & Content<br />Jeff Tseng, CEO/Co-Founder of Kontagent<br />
    2. 2. MySpace Users Love Games<br />2<br />MySpace…<br /><ul><li>Has more than 113 million monthly active users
    3. 3. Sees 100,000 signups every day
    4. 4. Users spent a total of 9.1 billion minutes on the site</li></ul>MySpace Gamers…<br /><ul><li>Spends 2x longer on MySpace than non-game players
    5. 5. The top 100 apps on MySpace by DAU see avg. usage of over 7 minutes a day per user.
    6. 6. Some games see as high as nearly 25 minutes per user a day.
    7. 7. We have tens of thousands of Games and Apps total.</li></li></ul><li>Kontagent is the leading provider social analytics for social games<br />Tracking 500+ social games and applications<br />Tracking over 12M DAU<br />Tracking over 50M MAU<br />Kontagent<br />
    8. 8. 4. TRACK<br />4<br />
    9. 9. <ul><li>Funnel Approach to A/B Testing for engagement (exclude new users)
    10. 10. Messages Sent/Posted - # of outbound messages/per user
    11. 11. Used to optimize engagement if messages are sent to existing users
    12. 12. A/B test to optimize the call to action
    13. 13. Acceptance or click-through - ratio of user interactions with a viral msgs
    14. 14. Used to optimize engagement
    15. 15. A/B test to optimize CTR</li></ul>Engagement w/ Viral A/B Testing<br />
    16. 16. 3. EXPERIMENT<br />6<br />
    17. 17. Experiment<br /><ul><li>Test assumptions every day
    18. 18. Organize around small nimble teams
    19. 19. Be results oriented
    20. 20. Define success metrics</li></li></ul><li>Viral Message A/B Testing<br />Application A - A/B Tests (50K+ MAU)<br />Application B - A/B Tests (700K+ MAU)<br />Kontagent App - A/B Tests (50K+ MAU)<br />
    21. 21. 2. LISTEN AND LEARN<br />9<br />
    22. 22. Focus on Quality<br />Research shows that users are more likely to invite friends to apps with high production values <br />
    23. 23. Graphics<br />interaction<br />competition<br />battles<br />properties<br />story<br />references<br />customization<br />chapters<br />entertainment<br />fights<br />PLOT<br />leisure<br />challenge<br />Graphics and plot are this games strong and engaging features<br />Theme is also a strong value. <br />Competition and game mechanics also seem to be important for engagement.<br />Needs work on customization<br />
    24. 24. User Feedback<br />"It’s a bit of an addictive game, competitive, and does have a social feeling to it being able to communicate to my "mob" friends etc.“<br />(female user on why she likes Mobsters) <br />“Once you were the top player it felt like a good achievement." <br />(female user about games) <br />"I like it because I have a lot of friends that play and I’ve met a lot of new people playing." <br />(male user about why he likes games) <br />"These games (...) are always improving and offering something new to the games which urges you to return." <br />(male user about games)<br />
    25. 25. 1. ITERATE<br />Lather, Rinse and Repeat<br />13<br />
    26. 26. CASE STUDY<br />Track and Experiment - Deep dive<br />14<br />
    27. 27. <ul><li>Complex flows can’t be analyzed using funnels
    28. 28. Split A/B Testing can be used to see if a change is effective
    29. 29. Split users cohorts by behavior, user attributes, time, random
    30. 30. General Idea: Group users and look for differences in behavior then to select the optimal one</li></ul>Using Split A/B Testing to Improve Monetization<br />
    31. 31. Case Study: Split A/B Testingwith User Timelines<br /><ul><li>Observation: Initial users pay a lot, but the majority of money is made later
    32. 32. Hypothesis: Increase monetization touch points further in the game
    33. 33. Methodology: Make changes to one group of users and split A/B test</li></li></ul><li>Selecting Cohorts for Testing<br /><ul><li>Test Setup: Compare 2 time based cohorts
    34. 34. 392K average DAUs for Original Cohort
    35. 35. 381K average DAUs for Test Cohort</li></li></ul><li>Test Results:Cumulative Monetization Events<br />
    36. 36. Test Results:Monetization Timeline<br />
    37. 37. Test Results:Cumulative Monetization Timeline<br /><ul><li>Results
    38. 38. Original Cohort: 6,943 monetization events
    39. 39. Test Cohort: 8,088 monetization events
    40. 40. Improvement: +16% increase monetization events in Test Cohort</li></li></ul><li>1. Simple Funnel/conversion A/B Testing<br />Optimize viral behavior<br />2. Split A/B Testing<br />Used to measure the effect of more complex behaviors<br />Summary of Testing Methodologies<br />
    41. 41. Improving Engagement: What Makes a Sticky Game? <br /><ul><li>Quality is king
    42. 42. Graphics, theme, and game plot are key
    43. 43. Ability to play with and without friends
    44. 44. Strengthens bonds, allows you to maintain your social ties.
    45. 45. Game play is intuitive and easy
    46. 46. Emotional attachment
    47. 47. Ability to level-up
    48. 48. Achievements
    49. 49. Make them public
    50. 50. Enable self expression
    51. 51. Customization is specially important among female gamers and RPGs.
    52. 52. Competition and bragging rights
    53. 53. No ending to the game, ever changing and growing.
    54. 54. keep users interested, adapt the game.</li></li></ul><li>QUESTIONS?<br />

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