Games Analytics

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Maximizing Online Game Revenue

Copyright GamesAnalytics ©2011

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Changes
The Games Industry has changed :
• Service focused (Freemium VS. RETENTION

Premium) Getting them to stay
• The rise of free-to play with micro
transactions
• Massive amounts of gameplay data
• The ability to interact with users in ACQUISITION MONETISATION

real time Getting players in Getting them to pay

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Some Scary Stats
2 to 4% of online players will generate
revenue for your game

More than half your players may never
reach session two

By targeting interventions effectively you
can increase your game revenue by over
20%
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Converting Users
GamesAnalytics can increase your games
revenue by 20% to 30% by understanding
and influencing player behaviour, through :

• Converting more trialists
• Increasing ARPU
• Improving player satisfaction
• Increasing player retention

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Our Pledge

GamesAnalytics objective is to generate
$1 billion dollars of incremental revenue for
online game publishers by 2015

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Who We Are

• Monetization company : founded by games industry veterans delivering
marketing technology and data mining services for the online and mobile games
industries

• Product suite : Cross-platform analytics tools that optimizes revenue through
understanding and predicting player behaviour

• Consultancy Services : Deep-dive analytics and personalised in-game marketing

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Who We Are
• Unique behavioural analytics and predictive modelling
• Increased understanding of player behaviours
• Targeted interventions to improve player satisfaction
• As well as game revenues, retention and virality
• Multi-platform (PC, console, mobile, Facebook, tablet…)
• Multi Business Model (subscription, virtual items selling,
download, advertising…)
• Powerful technology suite supported by consultancy
• Compatible with the existing internal or external metrics
solutions
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What We Do
• We apply sophisticated behavioural analytics to player data and identify patterns
that result in conversion to paying customers

• In real time, our software provides individualized in-game marketing to players to
propel them towards monetizing behavior patterns

• Our proprietary software is based on state-of-the art predictive modelling and
individualized customer marketing in multiple other industries, now uniquely
modified and tailored for the online games industry

• We drive your games revenues with proven 20% - 30% uplift
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Where to begin?
Defection Virality Users Engagement Loop ARPU
Lifetime Value
Traffic Funnel Timeline Analysis
A/B Testing Time of Day`
Conversions
Monetization Custom Events
Cohort testing Seasonality Social Sign-In

Acquisition Impressions Compulsion Loop
Activations
Channels
DAU Invites Sent Time to first purchase
Retention Frequency Time Spent
MAU
Leakage Invites Received ARPPU
Engagement Whales CPM/CPI/CPC
DAU/MAU 9
Demographics

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End-to-End Analytics Platform
• Cross-platform real-time data collection SDK
• Customizable Key Performance Indicator dashboard
• Proven proprietary technology and complex models that
predicts player behavior
• Segment and influence player types
• Create the ability to act early, customize the gaming
experience and maximize revenue
• In-game messaging SDK
• Targeted in-game messaging delivered at the appropriate
time during the playing experience

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Product Suite

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• The data collection SDK
• Define a series of standard events to achieve an in-
depth understanding of gameplay at an individual
level
• Gather standard and custom event data in real-
time
• Supports the dashboards and analytics
• Cross platform, flexible and simple to implement

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• The Key Performance Indicator dashboard suite
• Tracks acquisition, activation, monetization,
revenue, referrals and retention
• Simple and intuitive interface
• Unique Dynamic Alert System constantly
monitors the metrics and draws focus to
significant movements
• Customizable and extendable
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• The technology that predicts player behavior
• The heart of the analytics solution
• Complex algorithms predict player behavior
• Understand the characteristics that lead to
purchase, satisfaction, virality or defection
• Segment and influence different player types
• Creates the ability to act early and maximize
potential revenue
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• Targeted real-time individual in-game messaging
• Delivered to a player at the appropriate time in
his/her playing experience
• Designed to change player behavior
• Increase player satisfaction and conversion,
improve virality and prevent defection
• Results tracked through the measure dashboard

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Dashboards

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Segmentation Analyses
%Volume
7% %Paying
0.55% 6%
7Day Ret
36% 25% 2.34%
CAC
Virality Potential

$0.75 57%
1.30% $4.40
26%
31% $2.21
0.89%
22% 12% Early Enthusiasts
$1.75 0.86%
59% Confident Completers
14% $3.57
0.97% Social Involver
5%
0.19 21%
% $1.94 Sporadic SemiEngaged
9%
$2.38
Losing Momentum

Need Guidance
Revenue Potential Borderline Incompetent
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Retention Analyses
Start 150 Events 500 Events
Country
Age
Gender
R1
Apply Model
at 150 Events.
Level Momentum, Treat High
Average Seconds Per Scores with
R2
Event, Socialness, Targeted
Analysis Features Consumed Messages
Period
Detailed Events:
Quests Completed, E
Purchase Behaviour,
Organising Tasks,
Specific Missions
Ex: Do R2 and E play differently in 1st 10 minutes?
Can we predict defection? 18

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Purchase Behaviour Analyses
Variable Contribution
0,25
• Score model at key points in
the game
0,2 • Start of Session
• Start of Mission
0,15 • After Mission Failed
#Sessions
11+ • Select players who have high
0,1
model score (high likelihood to
GiftedItem 0,05 purchase)
• Send message with
Total 0 offer/incentive
Stamina 1 2 3 4 5 6 7 8
5000+
Highest Wounded Accepted FriendCount
Run Away
Level 10+ Giant Invite 10+

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Monetisation Optimisation
Increased Revenue Players Contacted
60,00% 300 000

50,00% 250 000

40,00% 200 000

30,00% 150 000 Total Players
Contacted
20,00% 100 000

10,00% 50 000

0,00%
0
thu
wed

tue

thu

tue

thu
sun

wed

sun

wed
sat

sat

sat
fri

mon

fri

mon

fri
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

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Personalised In-Game Marketing
TARGET GROUPS RULES OF ENGAGEMENT
First Payment Model Contact Rules
Second Payment Model Campaign Hierarchies
Model Triggers Suppression Rules
Retention Models
VIP Program
Payment Reactivation

MESSAGE SET EVALUATION
Text Coverage
Look and Feel Revenue Uplift
Personalisation Model Performance
Contact Density 21

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Case Study (social game)
• 5 million MAUs

• Six predictive models applied

• Identified purchase behaviours for multiple message opportunities
• Token Drop / Token Gain / VIPs / Conversion from Non Payer
Revenue Increase 29.8%
• In-game marketing environment
• Discounts on Token Purchase APRU uplift 42% ($19.26 vs. $13.61)
• Escalated over three messages ROI 10 fold
• Personalised messages Timeline 6 weeks
• Measured Increment against Control
• Complex campaign hierarchy and suppression rules
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Unlock The True Potential of Your Game
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UserID Score
101 0.05
102 0.85
103 0.67
20%
Increase in
Revenue
Personalised
Experience

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Campaign Timeline
ANALYSIS INTEGRATION PRODUCTION OPTIMISATION

• Access to Client Data • Configure Data Collection • Account Management • Analytics
• Analysis of Gameplay • Backfill Legacy Data • Data Management • Consultancy
• Behavioural Analysis • Develop Contact Strategy • Technical Support • Contact Optimisation
• Player Segmentation • Define campaign Hierarchy • Dashboards
• Create Personalised Messages • Client Development
• Predictive Modelling
• Set up Control Groups • Data Storage
• Identify Target
• Configure messages
Opportunities • Integration with Measure
• Develop Contact Strategy • Testing
• Evaluation

6 weeks 6 weeks Ongoing Ongoing

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Summary
• Complete end-to-end solution
• Personalisation and Optimisation of:
• Game mechanics and design
• In-game purchasing
• Social activity
• Player engagement
• Player satisfaction
• Measurable increase in revenue and ROI
• Outsourced solution: save time, resource and money through specialised experts
that talk your language
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About GamesAnalytics
Decades of Industry Experience

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GamesAnalytics

• GamesAnalytics was founded in 2010 by veterans of the videogame and
data mining industries

• The company has offices in London, Edinburgh, San Francisco and Paris

• We bring the sophisticated analytics and monetization tools of the
financial sector to the videogames industry

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Who We Are
ChrisWright,ChiefExecutiveOfficer
• Over 15 years experienceinthe gamesindustry
• Foundingmember, I-Play(formerly DigitalBridges),one of thefirstanda leadingmobilegame
publisher(acquiredby Oberon Mediafor $110M in 2007)
• Currentboard member of TIGA,the UK gamesindustrytradeassociation

MarkRobinson,ChiefOperatingOfficer
• Over 15 years experienceinthe dataminingindustry
• Former ManagingDirectorof MarketingDatabasicsLtd,awardedDatabaseMarketingService
ProvidersLeaderStatusin 2009 by Forrester Research
• Recipientof manyDatabaseMarketingindustryawards
• Memberof theDirect MarketingAssociationCouncilinthe UK
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Who We Are
TimChristian,ChiefFinancialOfficer
• Former ManagingDirectorof AccoladeEurope. Former ManagingDirector of MicroproseEurope andthen,
followingitsacquisition,ManagingDirectorof HasbroInteractive,Europe
• Former Board Member,European LeisureSoftwarePublishersAssociation
• Memberof theCharteredInstituteof ManagementAccountants

AlanMiller,Head of North AmericanOperations
• Co-founderandformer VP Product Development,Activision
• Co-founderandformer CEO, Accolade(Acquiredby Atariin1999)
• CurrentStrategicAdvisorand former Head of PublisherRelationsat innovativecash-basedonlinepayment
providerRixtyInc.
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Who We Are
NathalieLAMRI, Head of OperationsFrance
• Over 20 years in videogamesanddigitalentertainment
• Over 15 years seniormanagement,including10 years entrepreneurialexperience
• Intimateknowledgeof allaspectsof drawingup andimplementingglobalmarketingstrategies,launchingnew
conceptsand monetisingbusinessplans
• Deep understandingof the world of digitaland Webmarketing

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` UK & Europe
Chris Wright
CEO
chris.wright@gamesanalytics.com
+44 7971 952 943

North America
Alan Miller
Director of NorthAmerican Operations
alan.miller@gamesanalytics.com
+1 408 718 4145

France
Nathalie Lamri
Director of France Operations
nathalie.lamri@gamesanalytics.com
+33 (0)6 59 56 05 62
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