This presentation is a crossroads between Business, Marketing, Data Analysis, and Production. It presents what is important from a free2play business perspective, how and what needs to be tracked, and how a company can make sure results are delivered based on the data gathered. A basic business awareness of the free2play market is necessary, but data analysts and production-oriented people can attend and get useful insights.
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Free2 play soft launch obtaining tangible results through action-oriented analytics - maxime montasheri
1. Free2Play
Obtaining tangible results
through action-oriented
analytics
Maxime Montasheri
Director of Publishing
Playsoft
October 2014
2. About Playsoft
Key facts:
• Funded in 2004
• Around 100 employees on 2 locations (Paris France, Gdansk Poland)
• Game development studio and porting house
Games services
World class games creation
and postproduction services
Publishing
We produce and publish AAA
and casual mobile games
Gaming agency
We help you promote your
brand through gaming
4. Virality
Free2Play system
Monetization
Engagement
AUDIENCE
Acquisition
Retention
Building success:
1. Retention through
engagement
2. Virality
3. Monetization &
Acquisition
5. Making money with Free2Play
Acquisition cost
Player
Lifetime value
Engagement
Oh my god! The Balance is
positive, let’s pour in the
MILLIONS!!
retention
monetization
License
Store
support
Virality
PR
6. Free2Play fundamentals
If all this is unfamiliar… here is a reading recommendation
Free-to-Play: Making money from games
you give away
By Will Lutton
This book is a quick overview of the reason
why Free2Play works, and what are the
most important aspects you should
consider when trying to build a successful
free2play game.
8. Free2Play use of analytics
1. Monitor business
performance
2. Optimize business
performance by guiding
production efforts
9. Analytics in the real world – common pitfalls
o Poor implementation of tagging plans
o Lack of trust in results
o Can’t get useful information
o No action is taken
10. Common (bad) approach observed in the trenches
Tagging Launching Thinking
- List events
- Find things to track
- Implements tags
- Access data you can get easily
- Try to build a graphic
- Ooops!! we can’t get/display
this interesting info we need
- Ooops!! tags have been
implemented incorrectly and
data is incorrect
11. Analytics: a new healthy approach
Thinking
Tagging &
testing
Softlaunch
& iterating Launching
12. Thinking
Tagging &
testing
o Business questions
o Subquestions
o Graphics mockup
o Relevance check
o Analytics package limits
o Enrich
Softlaunch
& iterating Launching
13. Thinking
o Consolidate tagging plan
o Implement tagging plan
o Test tagging plan
Tagging &
testing
Softlaunch
& iterating Launching
14. o Softlaunch
o Investigate and cross-check
findings
o PRIORITIZE and ACT
o Iterate
Thinking
Tagging &
testing
Softlaunch
& iterating Launching
17. Insight into how an analytics package works
Client Game
EventA
Parameter1
Parameter2
Parameter3
EventB
Parameter1
Parameter2
Parameter3
EventA
Parameter1
Parameter2
Parameter3
EventB
Parameter1
Parameter2
Parameter3
….
….
….
….
Batch upload at
start or end
session
Events collection
Game logic
Analytics server platform
Raw Events buffer
Aggregation
DB
storage
Web interface
Calls to
analytics
API when
events
occur
load data
18. Limitation of free analytics solutions
Limitation Typical
limit
Workaround
#event types 300 Could fuse but best is to reduce number
of event
#parameters per event type 10 Split into 2 events
typically start/end of session events
#parameter values 500 Define discrete values in code
No unique users count for params - Create single occurrence event
Impossible to cross-analyze
- Use raw data
parameters values
Fuse with param names/values
Lag in consolidation process - Be patient or use paid package
Values are consolidated at
- Use raw data
calendar aggregates (week,
or switch to paid package
month)
19. Raw data is really powerful!
o Removes limitations
o No aggregation
o Backtrack to real sessions and user events
o Getting raw data is possible
o Extract from analytics platform
o Sample population
o Player unique identifier
o Get user counts
o Follow users activity across sessions
20. Analyzing distribution - Rank-based aggregates
30
25
20
15
10
5
0
<5 5-14 15-24 25-34 35-44 45-54 55-64 85-94 95-104
Number of players
Number of sessions
First purchase in the game
11
Lower
decile
90%
players
75%
players
50%
players
25%
players
10%
players
16
Lower
quartile
25
Median
38
Upper
quartile
50
Upper
decile
30
Average
22. Playsoft’s typical analytics structure
o Retention
o Early retention funnel
o Game progression retention funnel
o Explain churn
o Engagement
o Length & frequency of sessions
o Session types / path for typical game session
o Level design - win/loss ratios
o Balancing creates demand?
o Player progress versus performance
o User play style
23. Playsoft’s typical analytics structure
o Virality
o Social network connection stats
o Requests produced / transformed
o Posts produced / transformed
o Monetization
o First purchase
o Reason for buying currency
o Promotions efficiency
o Ads efficiency per type
o Whales, Dolphins & Minnows economy
o Acquisition
o Cohorts for each acquisition channel/period
24. Use a healthy approach, and you will grow!
Let’s keep in touch! maxime.montasheri (at) playsoft.fr
Editor's Notes
In free to play the compulsion loop is at the center of your success
Build retention through engagement of your audience
Make sure you can leverage your audience through virality
Optimize acquisition and monetization to boost revenue
TAGGING
List all events in the game you can think of
Think about useful stuff you could track on those events
Implements tags in the game
THINKING
Access data you can get easily
Try to build meaningful data from it
Ooops we can’t get this interesting info we need
Ooops tags have been implemented incorrectly and data is incorrect
Business questions: list all your business questions about F2P fundamentals that can impact the game success
Subquestions: build analytics oriented subquestions based that can be answered through data
Graphics mockup: define how you want results displayed (what is the result graph)
Relevance check: ask yourself if you really need it: will I take any action on this data?
Convert to data: find a way to track the data, with the limit of your analytics system (events, parameters)
Enrich: use common approach to make sure all interesting events are covered
Consolidate tagging plan: provide a clear list of events and associated parameters for developers. It needs to have examples of values and names and be extremely straightforward.
Implement tagging plan
Tag Testing: test each individual tag through QA
Softlaunch: release the game in a sample country and build the dashboard
Validate you can get things you need
Challenge results and find corroborating evidence on your biggest findings
Investigate and cross-check findings
ACT and PRIORITIZE: that is a crucial point, optimization analytics without production power to make changes is useless
Iterate: there is no point in launching a F2P product that doesn’t have good fundamentals
Launching: There is only one chance to make a good launch. Even though some games take off long after they have been released, your first worlwide launch is where you will get the most support from Apple, Google and Journalists… Don’t launch if your product is not ready!
Removes limitations
data is not aggregated
you can cross-analyze parameter values
no limitation in the number of value amount
order-based aggregate functions can be used (see next slide)
Backtrack to real sessions and user events
Getting raw data: Most analytics solutions let you retrieve all events received in the last few hours. You can extract it on a server and put it in your own database.
Generate and use a unique identifier for users (but not IDFA, it is forbidden to use it for this purpose)
Of course this can only be done during softlaunch or on a sample of the users in production.