How metrics shape decisions f2psummit

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This presentation shows how the data Aeria collects in their 40+ games helps understand video game players and manage games better.

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  • Welches Spiel / welches Problem waren das? (WTDE 2011)
  • Anstatt RNU würdeichhier “Players” sagen, und dieseTerminologiedannauchdurchhalten. (done)
  • How metrics shape decisions f2psummit

    1. 1. 26 September 2012, London
    2. 2. AgendaIntroducing Aeria GamesHow metrics shape decisionsDiscussion 1
    3. 3. Aeria Games is one of the leading publishers of mid- tohardcore online games  Industry leading games portfolio with 20 download MMOs, 20 browser games, 5 mobile games  45M+ registered users in 9 languages across 25+ countries  Global platform with 30+ payment options in12 currencies  Leading monetization with an ARPPU of $70+ across all territories (up to $130+ in key developed countries)  99% of tickets solved within 24 hours  Direct contracts with all leading European payment providers  Marketing partnerships with all major affiliate networks, display networks, media companies like RTL, Pro7, AxelSpringer  Company culture focused on Entrepreneurship, Results Orientation and Personal Development builds a strong base for international synergies  320 Employees in three offices (Santa Clara, USA; Berlin, Germany; Sao Paulo, Brazil)Aeria Games & Entertainment, Inc. Proprietary and Confidential 2
    4. 4. Our global team is now 320+ employees strong across threeoffices Aeria Games Global Footprint Santa Clara, CA, U.S. Berlin, Germany  Established in 2006  Established in 2008  Global Headquarter, U.S.  European operations and Mobile operations  110 employees  180 employees Sao Paulo, Brazil  Established in 2010  Latin American operations  30 employees Localized games offered by Aeria GamesAeria Games & Entertainment, Inc. Proprietary and Confidential 3
    5. 5. Aeria’s gaming community of 45M+ is growing fast at 1M+per month across 25+ countries Aeria Games Community Size Italian 45M+ 3% 40M+ Russian Turkish Polish +1M per 3% 4% 4% Month Portuguese English 9% 40% International 20M+ Community Spanish 11% German 12% French 13% 2010 2011 2012H1Aeria Games & Entertainment, Inc. Proprietary and Confidential 4
    6. 6. AgendaIntroducing Aeria GamesHow metrics shape decisionsDiscussion 5
    7. 7. Aeria’s Sales Data Mart PC Client Browser Mobile Sales Data Mart Homogeneous data that can be compared across gamesAeria Games & Entertainment, Inc. Proprietary and Confidential 6
    8. 8. What I’ll talk about Acquisition Retention MonetizationAeria Games & Entertainment, Inc. Proprietary and Confidential 7
    9. 9. New Players is easy to define and read New Players (NP) – Make sure to differentiate organic and paid traffic – Gives indication on attractiveness and marketing effectiveness – Shows when there’s a technical issue that doesn’t let players access the game M on eti zat io nAeria Games & Entertainment, Inc. Proprietary and Confidential 8
    10. 10. International and seasonal factors affecting NP Organic player acquisition changes with external influences – but none is as strong as Ramadan! 20000 18000 Turkey 16000 14000 12000 France 10000 8000 Dec Germany Mar Mar Apr Apr Sep Sep May May Oct Feb Okt Jan Feb Jun Jul Jan Jun Jul Nov Aug AugAeria Games & Entertainment, Inc. Proprietary and Confidential 9
    11. 11. 0.02 0.06 0 0.04 0.08 0 500 1500 1000 20.07. 20.07. 21.07. 21.07. 22.07. 22.07. 23.07. 23.07. 24.07. 24.07. 25.07. 25.07. 26.07. 26.07. 27.07. 27.07. 28.07. 28.07. 29.07. 29.07.Aeria Games & Entertainment, Inc. Proprietary and Confidential NP Paid Traffic 30.07. 30.07. NP Organic Traffic 31.07. 31.07. 01.08. 01.08. 02.08. 02.08. 03.08. 03.08. 04.08. 04.08. 05.08. 05.08. 06.08. 06.08. 07.08. 07.08. 08.08. 08.08. 09.08. 09.08. 10.08. 10.08. 11.08. 11.08. 12.08. 12.08. 13.08. 13.08. Monitoring NP to detect gameplay issues Organic NP increase strongly versus NP from paid traffic 14.08. 14.08. 3d FTB% Paid 15.08. 15.08. 16.08. 16.08. 3d FTB% Organic 17.08. 17.08. 18.08. 18.08. At the same time, buyer conversion skyrockets for organic traffic. 19.08. 19.08.10 20.08. 20.08.
    12. 12. Retention Rate is harder to measure, and can beinfluenced by many things Retention Rate (RR) – It’s a cohort based survivor rate – Retention has massive influence on viral growth, monetization, community size – Make sure to differentiate organic and paid – Varies greatly between territories, and is subject to external influencesAeria Games & Entertainment, Inc. Proprietary and Confidential 11
    13. 13. Calendar days affecting retention rates Comparison of retention rates by registration date shows that those players acquired on Valentine’s Day are quality gamers! 70 % 60 % February 2012 50 % January 2012 40 % Valentines Day ??? 30 % 20 % 10 % 30% difference in 90d RR! 00 %Aeria Games & Entertainment, Inc. Proprietary and Confidential 12
    14. 14. UK and Germany react differently to major events German Players retention rate drops massively in June, while UK seems unaffected 0.6 0.55 0.5 0.45 Germany 0.4 UK 0.35 Euro Cup! 0.3 6/11/2012 6/13/2012 6/15/2012 6/17/2012 6/19/2012 6/21/2012 6/23/2012 6/25/2012 6/27/2012 6/29/2012 7/11/2012 7/13/2012 7/15/2012 6/9/2012 6/1/2012 6/3/2012 6/5/2012 6/7/2012 7/1/2012 7/3/2012 7/5/2012 7/7/2012 7/9/2012Aeria Games & Entertainment, Inc. Proprietary and Confidential 13
    15. 15. Monitoring RR to detect technical problems Retention rate drops after technical problem on Nov 17th, organic peaks when players registered again. 70% 60% 50% 40% 30% 20% RR 3 days organic 10% RR 3 days paid 0% 29.09. 02.10. 05.10. 08.10. 11.10. 14.10. 17.10. 20.10. 23.10. 26.10. 30.10. 02.11. 05.11. 08.11. 11.11. 14.11. 17.11. 20.11. 23.11. 26.11. 29.11. 02.12. 05.12. 08.12. 11.12. 14.12.Aeria Games & Entertainment, Inc. Proprietary and Confidential 14
    16. 16. Revenue metrics Simple: Cohort size*ARPU – ARPU: The amount the average player of a particular cohort spends in a certain timeframe A bit more detail: Cohort size*FTB%*ARPPU – FTB%: The percentage of players turned into buyers in a certain cohort, after a certain timeframe – ARPPU: The amount the average player of a particular cohort spends in a certain timeframeAeria Games & Entertainment, Inc. Proprietary and Confidential 15
    17. 17. Effects of pushing on first time buyers Share of first time buyers has been increased successfully… 10% 4.00 9% 3d FTB % * 3.50 8% 3.00 7% 6% 2.50 5% 2.00 4% 1.50 3% 1.00 2% 1% 0.50 0% 0.00 01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12. *10 day moving average trendlineAeria Games & Entertainment, Inc. Proprietary and Confidential 16
    18. 18. Effects of pushing on first time buyers Share of first time buyers has been increased successfully but ARPPU dropped… 10% 4.00 3d FTB % * 9% 3.50 8% 3d ARPPU * 3.00 7% 6% 2.50 5% 2.00 4% 1.50 3% 1.00 2% 1% 0.50 0% 0.00 01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12. *10 day moving average trendlineAeria Games & Entertainment, Inc. Proprietary and Confidential 17
    19. 19. Effects of pushing on first time buyers Share of first time buyers has been increased successfully but ARPPU dropped and nevertheless ARPU increased. 10% 0.50 3d FTB % * 9% 0.45 8% 3d ARPU * 0.40 7% 0.35 6% 0.30 5% 0.25 4% 0.20 3% 0.15 2% 0.10 1% 0.05 0% 0.00 01. 03. 05. 07. 09. 11. 13. 15. 17. 19. 21. 23. 25. 27. 29. 31. 02. 04. 06. 08. 10. 12. *10 day moving average trendlineAeria Games & Entertainment, Inc. Proprietary and Confidential 18
    20. 20. Wrap Up – what to do with metrics  Data helps you understand that – British gamers don’t care about soccer (at least not this year) – Christmas holidays should be extended to support the gaming industry – People who can’t get a date are the best audience.  Don’t assume all countries are the same  Look at your data carefully, as external influences make massive differences  Data will give clear direction on the existence of technical issues But unfortunately, it’s never only one thing, it’s always a combination of many, many things.Aeria Games & Entertainment, Inc. Proprietary and Confidential 19
    21. 21. AgendaIntroducing Aeria GamesHow metrics shape decisionsDiscussion 20

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