Where's the Money, Lebowski? How to Spot And Fix an In-Game Economy Problem (White Nights Conference St. Petersburg 2017) The official conference website — http://wnconf.com

1. Where is the money, Lebowski?
How to identify and solve the problem in
game economy
Vasiliy Sabirov
lead analyst

2. We have a full cycle analytics solution for game developers:
user behavior analysis, traffic optimization & push notifications
Attract more users for less money
Retain and engage them
Convert them into payers
Get more money from your app
www.devtodev.com

5. Analytics is the remedy for your
project
1. Take measurements
2. If everything is clear, make a
decision
3. If not, measure additional KPIs
4. Go to point 1

6. Level 1
Major KPI
● metrics of scale (quantitative)
○ revenue, gross
○ DAU, WAU, MAU
○ users online
○ new users / installs

8. Level 2
Metrics of quality
● retention
○ day 1,7,28 retention
○ rolling retention
○ lifetime
○ sticky factor
● monetization
○ ARPU
○ ARPPU
○ paying conversion
○ LTV

9. Revenue is falling. Why?

10. New users
Retention
Paying share
ARPPU
DAU, MAU
LTV
Revenue
ARPU

11. Level 3
Events & funnels
How to build the event structure?
○ mark key user’s actions (payments, share button, churn)
○ find its neighborhood (shop → sword → buy → confirm)
○ where can user have problems?
Pay attention to your tutorial, analyze it in details.

12. Conversion funnel

14. Level 4
Game structure
● player levels, game locations, loops
○ conversions
○ complexity
○ churn
○ revenue
○ any additional parameter (stars / health
points / steps / boosters, etc.)

17. Players got stuck on level 7.
Why?

18. Level 5
Game economy
● currencies
○ spendings
○ earnings
○ purchases
○ on account
● IAP
○ by categories
○ by levels
○ by prices

21. How to increase payments on
levels 20-25?

22. ● major KPI
● metrics of quality
● events & funnels
● game structure
● game economy

23. But there is always one
additional dimension.
It’s called segmentation.

24. by paying activity & frequency
● frequent sessions - paying users
● frequent sessions - non-paying users
● rare sessions - paying users
● rare sessions - non-paying users

25. RFM-analysis
● R - recency
● F - frequency
● M - monetary
For paying users only.

27. Richard Bartle’s classification

28. Richard Bartle’s classification
http://app2top.ru/game_development/psihotipy-igrokov-za-chto-igroki-gotovy-platit-95619.html

29. Richard Bartle’s classification

30. Other types of segmentation
● country
● language
● device
● platform
● traffic channel
● events
etc.

32. 1. major KPI
2. metrics of quality
3. events & funnels
4. game structure
5. game economy

34. We love games. We understand the process of game development and the needs of
game studios.
From marketing to game design - devtodev provides you with valuable insights for any
role and any side of game development.
devtodev for game studios
www.devtodev.com
PRODUCER ANALYST ACQUISITION
MANAGER
GAME
DESIGNER

35. www.devtodev.com
Here’s how
we work

36. All data sources
and platforms
SDKs for all platforms
www.devtodev.com
Your server directly (using our API) to analyze any complicated internal values
The MARKET (Apple AppStore, Google Play) to enrich the data, verify it and make analytics more
detailed.
We can also get data from:

37. Vasiliy Sabirov
sabirov@devtodev.com