This document discusses analytics in gaming. It begins with an agenda and background on current analytics and Analytics 2.0. It then discusses fiveonenine games' publishing program and projects in development. The bulk of the document discusses various statistical tools, predictive models, and data mining techniques used for analytics in gaming, including standard dashboards, ad hoc reports, query/drill down, alerts, statistical analysis, forecasting, predictive modeling, data mining, simulation, optimization, and a case study on a partner's success improving retention and revenues using analytics. It concludes that analytics provide insight into games and help shape production, marketing, and strategy.

1. 28 September 2012

2. Agenda
Background
Current state of analytics
Analytics 2.0
Summary

4. Lloyd Melnick

5. fiveonenine games

6. Publishing and Developing
Launched publishing
program in August
Campaign Story launched &
Several projects in the pipeline

7. More stars than the Miami Heat
 Ex-Studio Head of EA’s  Gardens of Time
North Carolina office  Shutter Island
 Member founding  City of Wonder
management team at  Mortimer Beckett
Motricity and Appia
 Big City Adventure
 Team lead at RIM’s NC
studio  Madden 3DS
 20 year veteran of  Nascar Kart Racing Wii
IBM/Microsoft/Citrix  Woodland Heroes
 GM Europe and LATAM
at Disney/Playdom

9. Analytics and gaming
Statistical Tools
Predictive Models
Data Mining
In-Game
Analytics Tools
9

10. Standard Dashboard
 Where your game currently is
 Kontagent, Mixpanel, Honeytracks, Flurry, Apsalar, Co
llectTM & MeasureTM (by GamesAnalytics)
 SWRVE & other A/B testing solutions

11. Ad hoc reports
 Addresses immediate concerns and issues
 Kontagent, Mixpanel, Honeytracks

12. Query/drill down
 Where exactly is the problem?
 Kontagent, Mixpanel, Honeytracks, CollectTM &
MeasureTM (by GamesAnalytics)

13. Alerts
 What actions are needed

15. STATISTICAL Analysis
 Correlations & CHI SQ
Are there statistically significant associations among factors
 T-tests & ANOVA
Are there statistically significant differences among groups in
usage or monetization
 Regression Analysis
What are the factors (i.e.: gender, age) “significantly” impact
revenue and by how much?
 Outlier Analysis
Are there users playing or monetizing far differently than the
most?
 Excel, R, SAS, SPSS, STATA, SWRVE, PredictTM
15

16. Forecasting
• Time Series Analysis
• How much revenue will we bring in next quarter?
• How many users will we have in the future (near term)?
• What will the load on the servers be?
• Excel, R, SAS, SPSS, STATA
16

17. Predictive Modeling
 Logistic Regressions, Decision Trees, etc.
• Who is more likely to monetize?
• Who is more likely to react to in game messaging?
 Survival Analysis
• What will be the lifetime of a user?
• How long will it take for users to monetize? (time to first
purchase)
• What factors impact the retention of the users
 R, SAS, SPSS, STATA, PredictTM
17

18. Data mining
• Clustering (Segmentation) Analysis
• Are there clear “segments” among our users that could be
approached differently?
• Association Analysis
• Are there items that sell “together”?
• SAS Enterprise Miner, SPSS
Modeler, Weka, Playnomics, HoneyLizer, PredictTM
18

19. Simulation
• Monte–Carlo Simulation
• How long does our game take on average?
• How many turns on average will the players need to finish?
• What happens if we tweak the rules of the game?
• Excel, R, Risk Solver, SAS, SPSS, STATA

20. Optimization
• Price Optimization
• What is the optimal price for the virtual goods?
• Linear Programing
• What is the optimal allocation of recourses for supporting the
game?
• R, Risk Solver, Oracle Cristal Ball, SAS

21. Analytics design – most important
metric
CUSTOMER
LIFETIME
VALUE
21

22. Case Study- Results
Our partner GamesAnalytics for BBC Worldwide
 Retention rate improved by 95%
 Revenues increased by 40%
 Over 2m registrations
 Ranked 2nd in App Store

24. Summary
Analytics give you a great picture of
where your game is
They help make production and
marketing decision
They can help to shape up fact based
strategy

25. Thank you
Aren Arakelyan
Aren.Arakelyan@fiveoneninegames.com
Lloyd Melnick
Lloyd.melnick@fiveoneninegames.com
http://lloydmelnick.com/