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What analytics in the games industry can learn from other sectors
1. The document discusses four areas of analytics that games can learn from other industries: showing the right products at the right time, improving the onboarding process for new users, targeting customer segments, and understanding a customer's lifetime value. 2. It notes that games see customers more frequently than most web businesses and have higher repeat usage and purchase rates. Supermarkets and some other web businesses are more similar to games. 3. The document provides examples of how games can personalize offers, improve onboarding tutorials and help, target different player types to increase monetization and retention, and ensure acquisition costs align with lifetime customer value.
What analytics in the games industry can learn from other sectors
- 1. What analy)cs in the games industry has to learn from other sectors Vince Darley Director of Business Intelligence & Analy6cs, King.com 2013-‐01-‐29 Vince.Darley@king.com
- 2. I’ll focus on 4 areas today… 1. Show the right product at the right )me 2. Improve the onboarding process 3. Target customer segments 4. Understand your customer’s life)me value 2
- 3. Most web businesses are quite different… • Most web businesses – See customers rarely – Have very low repeat purchase rates – Have limited social interac)ons • Games – See customers many )mes a week (provided are not lost in the early stages). – Have high repeat play & purchase rates – Have powerful social interac)ons But a few web businesses are similar: Supermarkets (Ocado, etc), and to a lesser extent eBay and Amazon… 3
- 4. 1. Show the right product at the right )me… offers ut of ? plete u run o Incom o Have y r o n you O ffers es it t fa vour u migh ffe rs yo Spe cial o like t? orge ome thing u f D id yo Try s new sales Flash
- 5. 1. Show the right product at the right )me… What is the online equivalent of all those sweets by the checkout queue? • When you checkout online, what are you offered? How relevant is it to your shopping basket? Ocado have sec)ons “Did you forget? Offers on your favourites? Try something new? Flash sales!” • How can you offer the right product at the right )me in your games? – Context – offer the booster that is most appropriate – Bundles and targeted discounts (or even non-‐discounts) – Player segment – Player lifecycle/game stage 5
- 6. 2. Improve the onboarding process… r Sh oppe onal Pers mily a 1) F etary s i c hase 2) D pical pur Shop y d 3) T rsonalise e 4) P
- 7. 2. Improve the onboarding process… • Your goal is to keep people in the game long enough that they discover how great it is. – And fix anything that is preven)ng that • How do you dis)nguish between problems vs inevitable drop off? – Experiment and test, but be prepared for lots of changes to have licle impact – Build a customer story • Messaging/No)fica)ons/Email (in and out of game) • Help, )ps, free boosters, etc – targeted to player type/ability – Adjust difficulty, par)cularly of early levels/stages 7
- 8. …but player type is more important… Colours indicates different player behaviour types. à Game Progression à 8
- 9. 3. Target customer segments • You can only get so far by trea)ng all customers the same • Expect 10%-‐20% improvements from targe)ng: – Mone)sa)on • Product type • Price point • Conversion offers – Reten)on… – Virality… – Cross-‐game… 9
- 10. 4. Understand your customer’s life)me value DAU, DARPU, MAU, DARPPU, etc are all well and good, but… • Your first customers will be much more valuable than your later ones • Life)me value will vary by plaoorm, device, acquisi)on channel, etc. • Your acquisi)on costs need to be aligned with that 10