Metrics for a Brave New Whirled

Metrics for a Brave New Whirled Daniel James | CEO | Three Rings www.threerings.net [email_address]

What is Whirled? Player-created Flash virtual world Rooms, avatars, toys, games, music, etc. Social network ‘geography’ (home rooms == profiles, etc.) Flash single and multi-player games to accrue ‘Coins’ (‘play money’) Shop for player creations, comments, ratings, etc. ‘ Bars’, hard currency bought for $$$ Third ‘cash-out’ currency ‘Bling’ earned by creators on Bar sales Small, engaged beta community ~20,000 weekly registered active

What is Puzzle Pirates? Casual MMO Broad demographics: Ages 7-70, ‘Double Bump’, 50/50 Male/Female Signed Java Applet, ~60mb, installs from web Subscriptions since launch Oct 2003 Virtual currency business model since Feb 2005 2007 Revenues $4M, ~$3M virtual currency ‘Doubloons’

Puzzle Pirates Metrics Conversion (from landing to registration): ~5% Retention (returning after one month): ~35%,~25% into month 2 Paid Customer Conversion (registration to revenue): ~3.5% Average Customer Lifetime Value : ~$120 Average Registrant ‘Value’: $4.20 Registered Players since 2004: 4,200,312 Customers since 2004: 90,197 ‘Doubloons’, 68,807 Subscription Current active players: ~110,000 Active paying players: ~30,000 Average Hours played per player per month: 21

Moar Reading ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

(mo)AARRR! ,[object Object],[object Object],[object Object],[object Object]

The Funnel that goes AARRR ,[object Object],[object Object],[object Object],[object Object],[object Object]

Acquisition Paths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cost of Acquisition Dashboard ,[object Object],[object Object],[object Object],[object Object],$1.14 $1,265 11,126 6.8% 163,871 0.33% 50,205,778 $0.08 Adsense Source CPM CPC CPA Ad imps CTR Clicks Signup % Users Cost CPA Ad Network 1 $0.50 ? ? 700,000 5% 35,000 $17,500 $0.50 Ad Network 2 $0.30 20,000,000 0.10% 20,000 20% 4,000 $6,000 $1.50

Viral Coefficient ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Activation Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Puzzle Pirates Registrations ,[object Object]

Retention Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Retention Cohorts ,[object Object],[object Object],[object Object]

Improving Retention ,[object Object],[object Object],[object Object],[object Object]

Referral Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Revenue Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mo’ Revenue Metrics: Lifetime Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Whirled Economy Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Good Economic Management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Item Sales Distribution (PP) Products mix of Vanity (clothes, furniture) and Utility (ships, swords) Coin shop, Mostly personal utility, some gifting, all recurring (mini-subscriptions) Portraits, vanity, often groups Rooms / Houses, sometimes group

Customer Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Billing Bits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

That’s all Folks! ,[object Object],[object Object],[object Object],[object Object]

Metrics for a Brave New Whirled

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