FGS 2011: Panel: Metrics From Top Game Developers

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Moderated by Albert Lai of Kontagent, this panel discussed some key metrics for developers to look for as they create and track their games.

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  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • - Display / Big Brand ads pushing up cost of inventory- CPIs moving to multi-$- cross promotion becomes more powerful- IP/licence becomes more important
  • FGS 2011: Panel: Metrics From Top Game Developers

    1. 1. A.R.M Metrics Framework<br />SE7EN Deadly Social Game Metrics<br />By: Albert Lai, Co-Founder/President, Kontagent<br />
    2. 2. INTRO: <br />Select Customer List<br />And Hundreds More…<br />
    3. 3. Jan. 2009<br />Jan-2010<br />Jan-2011<br />
    4. 4. INTRO: <br />Most Broadly Used Social Analytics by Developers<br />Facebook Funded & Leading App Analytics Platform<br />Social Gaming Focused End-to-End Analytics Suite<br />Ad Tracker, Viral Testing, Events, Funnels, V.Currency<br />Used by Majority the World’s Largest Game Publishers<br />
    5. 5. INTRO: <br />People Not Pages<br />OLD SCHOOL: <br />“WEB ANALYTICS” = PAGES<br />NEW SCHOOL:<br />“SOCIAL ANALYTICS” = PEOPLE<br />PAGE<br />VIEWS<br />EVENTS<br />FRIEND<br />GRAPH &<br />INFLUENCE<br />MAP<br />AGE &<br />GENDER &<br />LOCATION<br />EMAIL<br />ADDRESS<br />COOKIE/IP<br />ADDRESS<br />VIRAL<br />PROFILE<br />SESSION<br />TIME<br />
    6. 6. ABOUT US: <br />End to End Social Analytics Platform<br />Kontagent Analytics Suite <br />Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits<br />
    7. 7. The Social Web <br />
    8. 8. ABOUT US: <br />“Web 2.0.11”<br />SOCIAL WEB<br />WEB 2.0<br />WEB 2.0<br />SOCIAL WEB<br />Single Sign-On<br />(MS Passport)<br />Social Sign-In<br />(FB Connect)<br />Sign-In<br />Discovery:<br />Search<br />Shared<br />Distribution:<br />Aggregation<br />Viral<br />Analytics:<br />Pages<br />Users<br />z<br />Optimization:<br />Data-Sampling OK<br />Need Per User Data<br />
    9. 9. ABOUT US: <br />Future of Discovery and Distribution<br />VIRALITY: DRIVES DISCOVERY + ADOPTION<br />PHISICAL<br />DIGITAL<br />SOCIAL<br />PHYSICAL<br />DIGITAL<br />SOCIAL<br /><ul><li> Buy: Shelf Space (Best Buy)
    10. 10. Sell: Shrink Wrap (Flight Simulator)
    11. 11. Dev. Cycles: Yearly
    12. 12. Methodes: Pre-Planned
    13. 13. Primary Competitive Advantages:</li></ul> Scale<br /><ul><li> Buy: Traffic/Portal (Yahoo)
    14. 14. Sell: Ads, Downloads, Subs
    15. 15. Dev. Cycles: Months
    16. 16. Methodes: Agile/Iterative
    17. 17. Primary Competitive Advantages:</li></ul> Aggregation<br /><ul><li> Buy: Viral Tools & Installs
    18. 18. Sell: Virtual Goods
    19. 19. Dev. Cycles: Hours
    20. 20. Methodes: Data-Driven
    21. 21. Primary Competitive Advantages:</li></ul> Viral Data Insights<br /><ul><li> Buy: Shelf Space (Best Buy)
    22. 22. Sell: Shrink Wrap Software
    23. 23. Dev. Cycles: Yearly
    24. 24. Methods: Pre-Planned
    25. 25. Competitive Advantages:</li></ul> Scale<br /><ul><li> Buy: Traffic/Portal (Yahoo)
    26. 26. Sell: Ads, Downloads, Subs
    27. 27. Dev. Cycles: Months
    28. 28. Methods: Agile/Iterative
    29. 29. Competitive Advantages:</li></ul> Aggregation<br /><ul><li> Buy: Viral Tools & Installs
    30. 30. Sell: Virtual Goods
    31. 31. Dev. Cycles: Hours
    32. 32. Methods: Data-Driven
    33. 33. Competitive Advantages:</li></ul> Viral Data Insights<br />
    34. 34. INTRO:<br />Viral Loops vs. Engagement Loops<br />Engagement Loop<br />Viral Loop<br />Existing User<br />Existing User<br />Existing User<br />New User<br />
    35. 35. The ARM Funnel<br />
    36. 36. ARM Model: <br />Acquisition, Retention & Monetization<br />ACQUISITION<br />RETENTION<br />MONETIZATION<br />
    37. 37. Framework: <br />Lifecycle Metrics and the ARM Funnel<br />SOCIAL GAME LIFECYCLE<br />Mid Game Development<br /> Early Game <br /> Development<br />Mature Game Development<br />WEB 2.0<br />SOCIAL WEB<br />USER LIFECYCLE<br />Single Sign-On<br />(MS Passport)<br />Social Sign-In<br />(FB Connect)<br />ACQUISITION<br />Search<br />Shared<br />RETENTION<br />Aggregation<br />MONETIZATION<br />z<br />
    38. 38. Framework: <br />7 Deadly Metrics of the ARM Funnel<br />SOCIAL GAME LIFECYCLE<br />Mid Game Development<br /> Early Game <br /> Development<br />Mature Game Development<br />WEB 2.0<br />SOCIAL WEB<br />Single Sign-On<br />(MS Passport)<br />Social Sign-In<br />(FB Connect)<br />A<br />Search<br />Shared<br />R<br />Aggregation<br />M<br />1 Day/WkCohort Retention<br />ARPU & ARPPU<br />6<br />CAC<br />4<br />Sessions/User & Avg. Session Length<br />3<br />1<br />2<br />K-Factor<br />7<br />% PayingUsers<br />5<br />Avg. LT of a User<br />K-LTV<br />
    39. 39. The 7 Deadly Social Metrics <br />
    40. 40. ARM Metric #1<br />ACQUISITION > CAC (Customer Acquisition Cost)<br />1<br />Trending:<br />Up<br />Typical:<br />$1- $3<br />Measure:<br />Traffic K-Factor<br />Traffic X-Day Retention <br />Traffic ARPU<br />CPM/CPC/CPI<br />Action:<br />A/B Test: Creative, <br />Targeting, Source <br />Leverage X-Promotion<br />
    41. 41. ARM Metric #2<br />ACQUISITION > k-factor<br />2<br />Trending:<br />Flat to down<br />Typical:<br />Overall K-Factor<br />0.05-0.20<br />Invite CTR: 10-20%<br />Measure:<br />AKA: Viral Loop<br />Avg. Branching Factor<br />Msg/User * CTR<br />Action:<br />A/B Test Content<br />A/B Test Flow/Timing<br />
    42. 42. ARM Metric #3<br />RETENTION > Sessions/User & Avg. session length<br />3<br />TRENDING:<br />Flat to Up<br />TYPICAL:<br />Mins: 10+<br />Sessions/User: 1.7-2.2<br />Day 1 Retention: 10-35%<br />MEASURE:<br />“User Activation”<br />Visits / User / Day<br />Time Spent Per Visit<br />ACTIONS:<br />Funnel Test Activation<br />Test Visit Freq. Vs. Time Spent<br />
    43. 43. ARM Metric #4<br />RETENTION >1 Day + 1 Week Retention<br />4<br />Trending:<br />Up<br />Typical: <br />D1: 25-30%<br />W1: 10-15%<br />Measure:<br />Ideally Cohorted<br />Careful Mixing New & Old Users<br />Action:<br />A/B Test Game Mechanics<br />A/B Test Flow / Funnels<br />
    44. 44. ARM Metric #5<br />RETENTION >avg. lifetime per user<br />5<br />Trending:<br />Up<br />Typical:<br />Depends<br />Measure:<br />Engagement Loop<br />Decay Rate / Half Life<br />Action:<br />Test Game<br />Dynamic as it Relates to The<br />Engagement Loop<br />
    45. 45. ARM Metric #6<br />Monetization > ARPU, ARPPU<br />6<br />Trending:<br />Up<br />Typical:<br />ARPPU: $2-10+<br />ARPU: $0.01-0.05<br />Measure:<br />Revenue / DAU<br /># Transactions /DAU<br />$ Transactions<br />Action:<br />A/B Test Item Pricing<br />A/B Test Flow/Timing<br />Track Sources/Sinks<br />
    46. 46. ARM Metric #7<br />Monetization > % Paying Users<br />7<br />Trending:<br />Up<br />Typical:<br />1-3%<br />Measure:<br />Demographics of Paying Users<br />Action:<br />Watch Demo & Traffic Source<br />Loop Data back to Ad Targeting<br />
    47. 47. ARM Metric<br />KLTV > Viral Life Time Value<br />KLTV<br />Virality<br />(branching Factor):<br />[1/(1-k)]<br />X<br />arpu:<br />[ARPU per Day]<br />X<br />retention:<br />[Avg. # of Days Engaged]<br />
    48. 48. Framework: <br />7 Deadly Metrics of the ARM Funnel<br />SOCIAL GAME LIFECYCLE<br />Mid Game Development<br /> Early Game <br /> Development<br />Mature Game Development<br />WEB 2.0<br />SOCIAL WEB<br />Single Sign-On<br />(MS Passport)<br />Social Sign-In<br />(FB Connect)<br />A<br />Search<br />Shared<br />R<br />Aggregation<br />M<br />1 Day/WkCohort Retention<br />ARPU & ARPPU<br />6<br />CAC<br />4<br />Sessions/User & Avg. Session Length<br />3<br />1<br />2<br />K-Factor<br />7<br />% PayingUsers<br />5<br />Avg. LT of a User<br />K-LTV<br />
    49. 49. See the 7 Deadly Social Metrics in Action<br />Follow us on Twitter @Kontagent! www.kontagent.com<br />
    50. 50. Contacts<br /><ul><li>Kontagent
    51. 51. 55 Hawthorne Street
    52. 52. Suite 610
    53. 53. San Francisco, CA
    54. 54. 94105
    55. 55. Tel:  1 (415) 766-6500
    56. 56. E-mail:  albert @ kontagent.com
    57. 57. Support:  support @ kontagent.com</li>

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