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

1. A.R.M Metrics Framework SE7EN Deadly Social Game Metrics By: Albert Lai, Co-Founder/President, Kontagent

2. INTRO: Select Customer List And Hundreds More…

3. Jan. 2009 Jan-2010 Jan-2011

4. INTRO: Most Broadly Used Social Analytics by Developers Facebook Funded & Leading App Analytics Platform Social Gaming Focused End-to-End Analytics Suite Ad Tracker, Viral Testing, Events, Funnels, V.Currency Used by Majority the World’s Largest Game Publishers

5. INTRO: People Not Pages OLD SCHOOL: “WEB ANALYTICS” = PAGES NEW SCHOOL: “SOCIAL ANALYTICS” = PEOPLE PAGE VIEWS EVENTS FRIEND GRAPH & INFLUENCE MAP AGE & GENDER & LOCATION EMAIL ADDRESS COOKIE/IP ADDRESS VIRAL PROFILE SESSION TIME

6. ABOUT US: End to End Social Analytics Platform Kontagent Analytics Suite Increase Testing Velocity -> Faster Iterations -> Faster User Growth -> Improved Profits

7. The Social Web

8. ABOUT US: “Web 2.0.11” SOCIAL WEB WEB 2.0 WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) Sign-In Discovery: Search Shared Distribution: Aggregation Viral Analytics: Pages Users z Optimization: Data-Sampling OK Need Per User Data

10. Sell: Shrink Wrap (Flight Simulator)

11. Dev. Cycles: Yearly

12. Methodes: Pre-Planned

14. Sell: Ads, Downloads, Subs

15. Dev. Cycles: Months

16. Methodes: Agile/Iterative

18. Sell: Virtual Goods

19. Dev. Cycles: Hours

20. Methodes: Data-Driven

22. Sell: Shrink Wrap Software

23. Dev. Cycles: Yearly

24. Methods: Pre-Planned

26. Sell: Ads, Downloads, Subs

27. Dev. Cycles: Months

28. Methods: Agile/Iterative

30. Sell: Virtual Goods

31. Dev. Cycles: Hours

32. Methods: Data-Driven

33. Competitive Advantages: Viral Data Insights

34. INTRO: Viral Loops vs. Engagement Loops Engagement Loop Viral Loop Existing User Existing User Existing User New User

35. The ARM Funnel

36. ARM Model: Acquisition, Retention & Monetization ACQUISITION RETENTION MONETIZATION

37. Framework: Lifecycle Metrics and the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB USER LIFECYCLE Single Sign-On (MS Passport) Social Sign-In (FB Connect) ACQUISITION Search Shared RETENTION Aggregation MONETIZATION z

38. Framework: 7 Deadly Metrics of the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) A Search Shared R Aggregation M 1 Day/WkCohort Retention ARPU & ARPPU 6 CAC 4 Sessions/User & Avg. Session Length 3 1 2 K-Factor 7 % PayingUsers 5 Avg. LT of a User K-LTV

39. The 7 Deadly Social Metrics

40. ARM Metric #1 ACQUISITION > CAC (Customer Acquisition Cost) 1 Trending: Up Typical: $1- $3 Measure: Traffic K-Factor Traffic X-Day Retention Traffic ARPU CPM/CPC/CPI Action: A/B Test: Creative, Targeting, Source Leverage X-Promotion

41. ARM Metric #2 ACQUISITION > k-factor 2 Trending: Flat to down Typical: Overall K-Factor 0.05-0.20 Invite CTR: 10-20% Measure: AKA: Viral Loop Avg. Branching Factor Msg/User * CTR Action: A/B Test Content A/B Test Flow/Timing

42. ARM Metric #3 RETENTION > Sessions/User & Avg. session length 3 TRENDING: Flat to Up TYPICAL: Mins: 10+ Sessions/User: 1.7-2.2 Day 1 Retention: 10-35% MEASURE: “User Activation” Visits / User / Day Time Spent Per Visit ACTIONS: Funnel Test Activation Test Visit Freq. Vs. Time Spent

43. ARM Metric #4 RETENTION >1 Day + 1 Week Retention 4 Trending: Up Typical: D1: 25-30% W1: 10-15% Measure: Ideally Cohorted Careful Mixing New & Old Users Action: A/B Test Game Mechanics A/B Test Flow / Funnels

44. ARM Metric #5 RETENTION >avg. lifetime per user 5 Trending: Up Typical: Depends Measure: Engagement Loop Decay Rate / Half Life Action: Test Game Dynamic as it Relates to The Engagement Loop

45. ARM Metric #6 Monetization > ARPU, ARPPU 6 Trending: Up Typical: ARPPU: $2-10+ ARPU: $0.01-0.05 Measure: Revenue / DAU # Transactions /DAU $ Transactions Action: A/B Test Item Pricing A/B Test Flow/Timing Track Sources/Sinks

46. ARM Metric #7 Monetization > % Paying Users 7 Trending: Up Typical: 1-3% Measure: Demographics of Paying Users Action: Watch Demo & Traffic Source Loop Data back to Ad Targeting

47. ARM Metric KLTV > Viral Life Time Value KLTV Virality (branching Factor): [1/(1-k)] X arpu: [ARPU per Day] X retention: [Avg. # of Days Engaged]

48. Framework: 7 Deadly Metrics of the ARM Funnel SOCIAL GAME LIFECYCLE Mid Game Development Early Game Development Mature Game Development WEB 2.0 SOCIAL WEB Single Sign-On (MS Passport) Social Sign-In (FB Connect) A Search Shared R Aggregation M 1 Day/WkCohort Retention ARPU & ARPPU 6 CAC 4 Sessions/User & Avg. Session Length 3 1 2 K-Factor 7 % PayingUsers 5 Avg. LT of a User K-LTV

49. See the 7 Deadly Social Metrics in Action Follow us on Twitter @Kontagent! www.kontagent.com

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