Raptr Report: Community As a Service Impact


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This report provides data and case studies that prove a community focused approach to running games as a service has dramatic impact to both game makers and the gamer.

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Raptr Report: Community As a Service Impact

  2. 2. TABLE OF CONTENTS• The Community as a Service Opportunity – What’s missing in Games as a Service (GaaS) model? – The New Paradigm: Community as a Service (CaaS) – The Major Components of Community as a Service• The Impact of Community as a Service Activities – Examine impact on player acquisition, retention, engagement – Case studies measure concrete results: Portal 2, ARMA II, League of Legends, Blacklight: Retribution, and Lost Saga• Raptr’s Community as a Service Solutions 2
  4. 4. A NEW PARADIGM FOR GAMES AS A SERVICE The Games as a Service era is marked by the rise of digital games and content services. Games are treated as services that include new downloadable content, micropayments, virtual goods, and more. Game companies’ approach to Games as a Service tends to be purely transactional (monetization-centric), focusing on selling additional digital content to users, clamping down on piracy, and iterating on metrics to squeeze more revenue out of each user. Raptr believes that this is an incomplete definition of what is changing in games and a flawed approach. Raptr believes that the real shift is from commodity to community and that the real focus should be on the lifecycle of the player. A new approach, one that is relational and community-centric, is required to cultivate a framework that is both beneficial to the player and the business. We call this new paradigm “Community as a Service” 4
  5. 5. COMMUNITY AS A SERVICE• A game’s launch is not the end, but rather the beginning of an opportunity to establish a real, trusted relationship with the players and player communities• Activities that serve the player lifecycle generally fall into three main areas – Tools that enable players to create content using the game – Content and activities to keep users engaged with the game even when they aren’t playing – Identifying and rewarding loyal players• Community as a Service also addresses building and serving robust player communities – Power of communities dedicated to games – Power of communities across games – The power of a community platform 5
  6. 6. THE IMPACT OF COMMUNITY AS A SERVICE: WE POSED THE QUESTIONS• Raptr set out to determine whether community initiatives were actually beneficial to both the player and the game maker with respect to: – New user acquisition – Deeper engagement – Retention• What impact do community activities have on daily active usage? – How well do these activities retain daily active users over time? – Is there a difference in the level of engagement?• Do community activities help attract new users & bring back lapsed players?• We used Raptr’s data from Portal 2, ARMA II, League of Legends, Blacklight: Retribution, and Lost Saga to illustrate the impact of community activities 6
  8. 8. TOOLS THAT ENABLE USERS TO CREATE CONTENT USING THE GAME• Community-created content includes tools that enable users to: • Create new content such as maps, items, mods, and more and share it with the community • Capture in-game screenshots and videos for the community to see • Stream live video • Spectator mode 8
  9. 9. CASE STUDY: PORTAL 2 MAP CREATOR• Published by Valve in April 2011, Portal 2 is a single-player, puzzle-oriented platformer• Portal 2 was a great game that had low replayability after first play-through• May 2012 – Valve released a tool that enabled players to create their own maps and share them 35,000 user-generated levels were created, which were downloaded 1.3 million times• The following slides examine the impact during the first week after the those tools had on Portal 2’s numbers launch of mod tools 9
  10. 10. 806% INCREASE IN DAILY ACTIVE USERS• 806% increase in DAU (Daily Active Users) the day after the mod tools were released• Even a month later, there were still 40% more people playing the game daily compared to before DAILY ACTIVE USERS FOR PORTAL 2 DAU - WEEK AFTER LAUNCHDAU DAU - MONTH AFTER LAUNCH Mod tools launch - User generated content 4/1 4/8 4/15 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 6/17 6/24 Date - 2012 10
  11. 11. 2218% INCREASE IN NEW USERS• 2218% increase in new users (people playing for the first time) the day after • These new users represented 18% of all active players (DAU) the day after release• Even a month later, Portal 2 was attracting 28% more new users than before DAILY NEW USER ACQUISITION FOR PORTAL 2 WEEK AFTER LAUNCH Total New Users MONTH AFTER LAUNCH Mod tools launch - User generated content 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 Date - 2012 11
  12. 12. 1113% INCREASE IN BRINGING BACK LAPSED PLAYERS• The day after the release of mod tools saw a 1113% increase in lapsed Portal 2 players coming back to play the game (those who hadn’t played in more than two weeks) • This represents 46% of all DAUs the day after its release • A month later, there were still 15% more returning players than before RETURNING USERS FOR PORTAL 2Total Returning Users WEEK AFTER LAUNCH MONTH AFTER LAUNCH Mod tools launch - User generated content 4/22 4/29 5/6 5/13 5/20 5/27 6/3 6/10 Date - 2012 12
  13. 13. 36% INCREASE IN AVERAGE PLAYTIME PER USER• Average daily playtime per user increased 36% from 1.4 hrs to 1.9 hrs per day• A week later, people were still playing 29% longer per day than before• A month later, average playtime remained 17% higher DAILY PLAYTIME PER USER FOR PORTAL 2 WEEK AFTER LAUNCH Hours Per Day MONTH Mod tools launch - AFTER LAUNCH User generated content Date - 2012 *Chart from Raptr’s analytics dashboard 13
  14. 14. USER-GENERATED CONTENT CONCLUSIONS• Valve’s approach to Community as a Service was to give gamers tools to create their own Portal 2 maps and share them with each other• Although the release of mod tools was expected to extend the life of the game for existing players, the actual impact was far greater: • 23x increase in new user acquisitions • 11x increase in bringing back players who had lapsed • 36% increase in average playtime per user by 36% from 1.4 to 1.9 hours a day 14
  15. 15. STANDALONE MOD CASE STUDY: DAYZ • Developed by Bohemia Interactive and released in May 2009, ARMA II is a first- person military shooter • ARMA II was not a particularly successful game, with flat activity numbers since release • One of the designers at Bohemia Interactive decided to create a zombie-themed mod ofWithin a month after launch of the ARMA II as a proof of concept for a game heDayZ mod, sales for ARMA II wanted to createspiked 400%, to 300,000 units.Within four months, over 1 million • The following slides examine the impact thegamers had played the DayZ mod. mod -- which was released only half finished and with no marketing -- had on ARMA II’s numbers 15
  16. 16. 847% INCREASE IN DAU WITHIN MONTH ONE• A week after the DayZ mod’s release (and with no marketing support), ARMA II’s DAUs increased by 36%• A month after release, it was up by 847% DAILY ACTIVE USERS FOR ARMA II DAU – WEEK AFTER LAUNCH DAU – MONTHTotal Users AFTER LAUNCH Sale DayZ alpha launch 4/1 4/15 4/29 5/13 5/27 6/10 6/24 7/8 7/22 8/5 Date - 2012 16
  17. 17. 1343% NEW PLAYERS IN A MONTH• The DayZ mod brought in 106% more new players in a week…• Then climbed by 1343% in a month – The new players made up 15% of all DAU during this period DAILY NEW USER ACQUISITION FOR ARMA II WEEK AFTER LAUNCH Total New Users MONTH Sale AFTER LAUNCH DayZ alpha launch 4/1 4/15 4/29 5/13 5/27 6/10 6/24 7/8 7/22 8/5 Date - 2012 17
  18. 18. RE-ENGAGEMENT UP 101% WITHIN A MONTH• ARMA II got back a lot of players (who had not played in two weeks) with DayZ; the first week increased returning users by 20% and reached 101% in a month DAILY RETURNING USERS FOR ARMA IITotal Returning Users WEEK AFTER LAUNCH MONTH AFTER LAUNCH DayZ alpha launch 4/1 4/15 4/29 5/13 5/27 6/10 6/24 7/8 7/22 8/5 Date - 2012 18
  19. 19. PLAYERS SPENT 38% MORE TIME IN THE GAME• The mod made people play longer each day; average playtime increased by 36% from 2.2 hours per day to 3 hours per day• The next week, players played 23% more than before• In a month, average playtime remained 50% above prelaunch DAILY PLAYTIME PER USER FOR ARMA II WEEK AFTER LAUNCH MONTH AFTER LAUNCH DayZ Hours Per Day alpha launch Date - 2012 *Chart from Raptr’s analytics dashboard 19
  20. 20. KEEPING USERS ENGAGED EVEN WHEN THEY AREN’T PLAYING• Community engagement activities and tools that encourage content consumption and discussion when gamers aren’t playing can drive gamers back to a game to play more, and they can help new players discover a game. For example: • Systems to surface the best content (screenshots, videos, live streams) • Enabling developers to be part of the conversation with the community rather than above it • eSports events to drive water-cooler talk and aspirational behavior 20
  21. 21. POWER OF FEEDING THE COMMUNITY: LEAGUE OF LEGENDS• Published by Riot Games in Oct 2009, League of Legends is a very successful F2P (free-to-play) Multiplayer Online Battle Arena game• LoL has steady growth that is typical of a (very) successful F2P game, growing its community over time• Riot has taken a community services approach from early on: – The Tribunal that empowers players with moderation tools – Spectator Mode allows users to watch others play – eSports provide drive, challenge, and meaning 21
  22. 22. 7.6% MONTHLY USER GROWTH• League of Legends grows its user base an average of 7.6% each month• Raptr observes significant growth spurts in DAU with each new e-sport event and the launch of Spectator Mode in particular DAILY ACTIVE USERS FOR LEAGUE OF LEGENDS New Feature Spectator Mode Hours Per Day eSport - eSport - Season 1 Season 2 Ends Start Launch of The Tribunal 2011 Date 2012 *Chart from Raptr’s analytics dashboard 22
  23. 23. ESPORT EVENTS DRIVE SPIKES IN PLAYER ACTIVITY• The MLG Providence finals and Dreamhack competition resulted in a bump in DAU between 3% and 10% • Overall playtime increased between 3% to 8% the following week• After popular eSports events, new player rates jump to 10% and returning players spiked 12% League of Legends Season One finals drew 241,000 peak concurrent online viewers and more than 3.6 million hours of video were consumed
  24. 24. ENGAGING WITH THE COMMUNITY IN DISCUSSIONS INCREASES ENGAGEMENT• Blacklight: Retribution’s developers engaged the Raptr community through a Q&A session – 1600 questions asked and 60,000 page views during session• The week after, daily players increased by 10%, playtime increased by 19% Social sharing by Raptr players: 100,000 Facebook and Twitter posts during the promo month DAILY ACTIVE USERS FOR BLACKLIGHT: RETRIBUTION DEVELOPER Q&A SESSION IMPACT Total Users Dev Q&A Session With Community Date - 2012 *Chart from Raptr’s analytics dashboard 24
  25. 25. IDENTIFYING AND REWARDING LOYAL PLAYERS• It’s critical to know and identify who players are, where they came from, and what their habits and behaviors are, as it relates to the game• The relationship with the player strengthens when players can progress from newbie to advanced through a series of reward tiers• Giving players something to strive toward keeps them engaged 25
  26. 26. LOYALTY PROGRAMS CASE STUDY • Published by OGPlanet in North America in November 2009, Lost Saga is a casual, free-to-play, 3D fighting game • OGPlanet wanted to drive new interest in Lost Saga and increase engagement of its active players • Launched a loyalty program with Raptr Rewards to reward players’ activity • The Raptr Rewards program helped increased daily playtime per Raptr user by 97% 26
  27. 27. LOYALTY PROGRAMS ATTRACT NEW PLAYERS• Raptr Rewards drove a 400% increase in new players and 180% increase in returning players on day one of the program• A month after, new users continued to rise 200% and returning users 124% Social sharing by Raptr players: 30,000 Facebook and Twitter posts during the promo NEW USERS AND RETURNING USERS FOR LOST SAGA WEEK Returning Users AFTER LAUNCH Total New And MONTH AFTER LAUNCH Raptr Rewards Raptr Initiated New Bundle Initiated Returning 3/20 4/3 4/17 5/1 5/15 5/29 6/12 6/26 7/10 7/24 8/7 Date - 2012 27
  28. 28. 97% INCREASE IN DAILY ENGAGEMENT• Lost Saga offered multiple rewards to Raptr gamers based on ranks• Daily playtime per player increased by 97%, from 2.7 to 5.3 hours• Weekly playtime per player up 185%, from 7 to 20 hours PLAYTIME PER DAY FOR LOST SAGA USERS WEEK AFTER LAUNCH Hours Per Day Raptr MONTH Rewards AFTER LAUNCH Initiated Date - 2012 *Chart from Raptr’s analytics dashboard 28
  29. 29. LOYALTY PROGRAM CONCLUSIONS• Multiple tiers of rewards for Lost Saga were offered to Raptr members based on their ranks• Designed to incentivize players to progress from newbie to advanced, giving players something to strive toward• The results: • 400% increase in new user registrations • 180% increase in bringing back players who had lapsed • 97% increase in average daily playtime per user from 2.7 to 5.3 hours a day • 185% increase in average weekly playtime from 7 hours to 20 hours a week 29
  30. 30. METHODOLOGY• This analysis was prepared by extrapolating actual gameplay data from more than 14 million Raptr members• We used Raptr’s data from Portal 2, ARMA II, League of Legends, Blacklight: Retribution, and Lost Saga to illustrate the impact of community activities• This analysis evaluated the results of specific initiatives over increments of time (1 day, 1 week, 1 month, 3 months): – The impact on daily active users (DAU), broken down by existing users, new users, and returning users – The impact on daily playtime per user – The long-term impact of sustained community engagement activities All Rights Reserved. All other trademarks and copyrights are the property of their respective owners. 30
  32. 32. RAPTR’S COMMUNITY AS A SERVICE PLATFORM• Raptr’s Community: 14 million (and counting) players across games, devices, and genres. Raptr keeps players engaged inside and outside of the game and provides a place where game makers can engage with current and potential players• Raptr’s Community Platform is a suite of features designed to provide Community as a Service solutions so publishers can attract and more deeply engage gamers – Raptr’s Desktop App provides tools to enable players to stay in the game and create community content such as screenshots and videos – Raptr’s web platform allow publishers to directly engage with their fan base when they aren’t playing their game – Raptr’s Reward Program creates loyal players, giving gamers something to strive for as they progress from new user to loyal customer – Raptr’s Analytics Dashboard helps publishers identify and understand the habits and behaviors of their players & players of competitors’ games 32
  33. 33. ABOUT RAPTR• Raptr is the leading community for gamers with over 14 million users that rewards gamers for playing and engaging with their games. Gamers use Raptr to track their gameplay, build their gaming rep to see how they stack up against friends, and earn rewards just for playing games on console and PC. Created in 2007 by a world-class team led by CEO and founder Dennis Fong (co-founder of Xfire, Lithium, and Gamers.com), Raptr has raised more than $27 million in funding from investors Accel Partners, Founder’s Fund, DAG Ventures, and Tenaya Capital. For more information visit http://raptr.com.• For more information about Raptr’s upcoming Community Platform, please contact BizDev@Raptr.com. 33