Free2 play soft launch obtaining tangible results through action-oriented analytics - maxime montasheri
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This presentation is a crossroads between Business, Marketing, Data Analysis, and Production. It presents what is important from a free2play business perspective, how and what needs to be tracked, and how a company can make sure results are delivered based on the data gathered. A basic business awareness of the free2play market is necessary, but data analysts and production-oriented people can attend and get useful insights.
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Free2 play soft launch obtaining tangible results through action-oriented analytics - maxime montasheri
- 1. Free2Play Obtaining tangible results through action-oriented analytics Maxime Montasheri Director of Publishing Playsoft October 2014
- 2. About Playsoft Key facts: • Funded in 2004 • Around 100 employees on 2 locations (Paris France, Gdansk Poland) • Game development studio and porting house Games services World class games creation and postproduction services Publishing We produce and publish AAA and casual mobile games Gaming agency We help you promote your brand through gaming
- 3. Free2Play
- 4. Virality Free2Play system Monetization Engagement AUDIENCE Acquisition Retention Building success: 1. Retention through engagement 2. Virality 3. Monetization & Acquisition
- 5. Making money with Free2Play Acquisition cost Player Lifetime value Engagement Oh my god! The Balance is positive, let’s pour in the MILLIONS!! retention monetization License Store support Virality PR
- 6. Free2Play fundamentals If all this is unfamiliar… here is a reading recommendation Free-to-Play: Making money from games you give away By Will Lutton This book is a quick overview of the reason why Free2Play works, and what are the most important aspects you should consider when trying to build a successful free2play game.
- 7. Analytics
- 8. Free2Play use of analytics 1. Monitor business performance 2. Optimize business performance by guiding production efforts
- 9. Analytics in the real world – common pitfalls o Poor implementation of tagging plans o Lack of trust in results o Can’t get useful information o No action is taken
- 10. Common (bad) approach observed in the trenches Tagging Launching Thinking - List events - Find things to track - Implements tags - Access data you can get easily - Try to build a graphic - Ooops!! we can’t get/display this interesting info we need - Ooops!! tags have been implemented incorrectly and data is incorrect
- 11. Analytics: a new healthy approach Thinking Tagging & testing Softlaunch & iterating Launching
- 12. Thinking Tagging & testing o Business questions o Subquestions o Graphics mockup o Relevance check o Analytics package limits o Enrich Softlaunch & iterating Launching
- 13. Thinking o Consolidate tagging plan o Implement tagging plan o Test tagging plan Tagging & testing Softlaunch & iterating Launching
- 14. o Softlaunch o Investigate and cross-check findings o PRIORITIZE and ACT o Iterate Thinking Tagging & testing Softlaunch & iterating Launching
- 15. Thinking Tagging & testing Softlaunch & iterating Launching
- 16. Analytics Tips N Tricks
- 17. Insight into how an analytics package works Client Game EventA Parameter1 Parameter2 Parameter3 EventB Parameter1 Parameter2 Parameter3 EventA Parameter1 Parameter2 Parameter3 EventB Parameter1 Parameter2 Parameter3 …. …. …. …. Batch upload at start or end session Events collection Game logic Analytics server platform Raw Events buffer Aggregation DB storage Web interface Calls to analytics API when events occur load data
- 18. Limitation of free analytics solutions Limitation Typical limit Workaround #event types 300 Could fuse but best is to reduce number of event #parameters per event type 10 Split into 2 events typically start/end of session events #parameter values 500 Define discrete values in code No unique users count for params - Create single occurrence event Impossible to cross-analyze - Use raw data parameters values Fuse with param names/values Lag in consolidation process - Be patient or use paid package Values are consolidated at - Use raw data calendar aggregates (week, or switch to paid package month)
- 19. Raw data is really powerful! o Removes limitations o No aggregation o Backtrack to real sessions and user events o Getting raw data is possible o Extract from analytics platform o Sample population o Player unique identifier o Get user counts o Follow users activity across sessions
- 20. Analyzing distribution - Rank-based aggregates 30 25 20 15 10 5 0 <5 5-14 15-24 25-34 35-44 45-54 55-64 85-94 95-104 Number of players Number of sessions First purchase in the game 11 Lower decile 90% players 75% players 50% players 25% players 10% players 16 Lower quartile 25 Median 38 Upper quartile 50 Upper decile 30 Average
- 21. Playsoft’s typical analytics structure
- 22. Playsoft’s typical analytics structure o Retention o Early retention funnel o Game progression retention funnel o Explain churn o Engagement o Length & frequency of sessions o Session types / path for typical game session o Level design - win/loss ratios o Balancing creates demand? o Player progress versus performance o User play style
- 23. Playsoft’s typical analytics structure o Virality o Social network connection stats o Requests produced / transformed o Posts produced / transformed o Monetization o First purchase o Reason for buying currency o Promotions efficiency o Ads efficiency per type o Whales, Dolphins & Minnows economy o Acquisition o Cohorts for each acquisition channel/period
- 24. Use a healthy approach, and you will grow! Let’s keep in touch! maxime.montasheri (at) playsoft.fr
Editor's Notes
- In free to play the compulsion loop is at the center of your success Build retention through engagement of your audience Make sure you can leverage your audience through virality Optimize acquisition and monetization to boost revenue
- TAGGING List all events in the game you can think of Think about useful stuff you could track on those events Implements tags in the game THINKING Access data you can get easily Try to build meaningful data from it Ooops we can’t get this interesting info we need Ooops tags have been implemented incorrectly and data is incorrect
- Business questions: list all your business questions about F2P fundamentals that can impact the game success Subquestions: build analytics oriented subquestions based that can be answered through data Graphics mockup: define how you want results displayed (what is the result graph) Relevance check: ask yourself if you really need it: will I take any action on this data? Convert to data: find a way to track the data, with the limit of your analytics system (events, parameters) Enrich: use common approach to make sure all interesting events are covered
- Consolidate tagging plan: provide a clear list of events and associated parameters for developers. It needs to have examples of values and names and be extremely straightforward. Implement tagging plan Tag Testing: test each individual tag through QA
- Softlaunch: release the game in a sample country and build the dashboard Validate you can get things you need Challenge results and find corroborating evidence on your biggest findings Investigate and cross-check findings ACT and PRIORITIZE: that is a crucial point, optimization analytics without production power to make changes is useless Iterate: there is no point in launching a F2P product that doesn’t have good fundamentals
- Launching: There is only one chance to make a good launch. Even though some games take off long after they have been released, your first worlwide launch is where you will get the most support from Apple, Google and Journalists… Don’t launch if your product is not ready!
- Removes limitations data is not aggregated you can cross-analyze parameter values no limitation in the number of value amount order-based aggregate functions can be used (see next slide) Backtrack to real sessions and user events Getting raw data: Most analytics solutions let you retrieve all events received in the last few hours. You can extract it on a server and put it in your own database. Generate and use a unique identifier for users (but not IDFA, it is forbidden to use it for this purpose) Of course this can only be done during softlaunch or on a sample of the users in production.