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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
 
 
 
 
 
Whirled Simultaneous Players
Hourly Simultaneous Players
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]
The Whirled Funnel
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]
Economy: Soft Currency
Economy: Hard Currency
Economy: What Sells (Coins)?
Exchange of Coins and Bars
Players / Purchasers by Age
Spending per Purchaser
Spending by Age
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]

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Metrics for a Brave New Whirled

  • 1. Metrics for a Brave New Whirled Daniel James | CEO | Three Rings www.threerings.net [email_address]
  • 2. 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
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  • 10. 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’
  • 11. 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
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  • 36. 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
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