Making Numbers Speak - Leveraging Monetization And Growth Through Games Intelligence


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This presentation was held at Games Convention Online and at the browser games forum 2010. It shows best practices how to implement Games Intelligence in your company. Get in touch for more information:

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  • 4-5 years back when the first browser games became commercially really successful it was easier to produce a hit because a good idea combined with a good business model was enough

    Today we still are a Product driven business but the market is emerging so quickly, new players from the offline world enter the playground, social games, etc etc

    So everyone tries to squeeze out everything from his cash cows, because it‘s tough to produce new hits

    So whats the path, what‘s YOUR path with a small a game or with a cash cow? Business (or as I call it) Games-Intelligence is key to success. And doing it systematically will keep you ahead of your competitors. I strongly believe! And unfortunately this isn‘t just the big boys business objective, it‘s as essential as having a solid game design
  • Making Numbers Speak - Leveraging Monetization And Growth Through Games Intelligence

    1. 1. Making Numbers Speak: Leveraging Monetization And Growth Through Efficient Analytics.
    2. 2. And Your Path?
    3. 3. Why Games Intelligence? Understand User’s behavior and motives Improve game design and game mechanics Find proper traffic and use it effectively Increase User’s lifetime and value Learn how to repeat success
    4. 4. Key Aspects of Game Intelligence Monetization Retention User Acquisition User Experience Leverage
    5. 5. Requirements and Setup Intelligence Needs & objectives KPIs Data sources Tools Process & output Roles & responsibilities
    6. 6. KPI Improvement = Leverage? Traffic Entry Game Progress Monetization Motivation Sources / Virality Costs / ROI Conversion Attraction Efficiency Conversion Activity Conversions / Leveling / Currencies Payment behavior / Lifetime Value / Churn Bounce
    7. 7. Stakeholders GI /BI Product / GameDesign Controlling Marketing Bus. Dev Corporate Strategy QA
    8. 8. Best practice: Reporting Loop Information from analytics dpt. / DWH Individual analysis (Stakeholders) Support standard analytics with Data Mining Explanation of Delta: current result / past result + benchmarking Illustration of prcedures to solve problems / challenges + effects Report according to hierarchy Review of information // Decision and prioritization
    9. 9. Best Practices | examples Company A: Games Startup First objective: easy setup and efficiency Simple Product- & Monetization insights Head: Founder + Intern Company B: 25 empl./2 games First objective: Control and support growth Reproduce success factors / lower risks Head: Dedicated Analyst + Junior/Intern Company C: 150 empl./Games Portal First objective: Find leverages in KPIs Systematic analytics, support corp. strategy Head: Senior Analyst + Team
    10. 10.