Key Takeaways How to: Unlock player data beyond dashboards. Segment players, understand behaviors and drive deeper data insight. Understand why players leave and when. Reduce reliance on whales. Spread spend across the player base. Find the high potential players not spending. Understand how timing, geography and platform affect player behavior. Get players paying multiple times, and why this is important. A huge amount of effort is focused on analytics in the Games Industry, but how much of it delivers actionable player insight? If you feel that there is more info in your data than you are currently unlocking, then this session is for you. Since deltaDNA was founded four years ago, our platform and approach has generated key insights that have transformed the player experience and game success. In this talk, we will share these killer insights based on player behaviors and deep data analytics. Use these to double your revenues and engagement levels by creating a better environment for ALL players. All these findings are relevant to your game and are actionable. Know your players and you will create successful and fun games.

1. ©deltaDNA Ltd.
DOUBLE GAME REVENUE &
ENGAGEMENT:
10 KILLER PLAYER INSIGHTS

2. ©deltaDNA Ltd.
Today’s Speaker
Mark Robinson
CEO & co-founder
deltaDNA
@delta_DNA
/company/deltaDNA
/deltaDNA

3. ©deltaDNA Ltd.
The Harsh Economics of F2P
Day One Retention Rates
• On average less than 40% of
players return to a free-to-play
game after just one session
• 44% have 60 – 80% of players
not returning after one session
Many games live with low retention rates and therefore poor lifetime value

4. ©deltaDNA Ltd.
The Harsh Economics of F2P
Conversion from
Player to Payer

5. ©deltaDNA Ltd.
Why players leave your game
5
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial

6. ©deltaDNA Ltd.
Threshold of Engagement
6
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd
Session

7. ©deltaDNA Ltd.
Key Player Behaviors
7
NOT ALL PLAYERS
ARE THE SAME

8. ©deltaDNA Ltd.
Player Relationship Management
Fast, accurate and flexible data
Segment your players
Check your
Heart Beat
regularly
Action your insights via TARGETED
In-game messaging
Push
AdServing
Etc

9. ©deltaDNA Ltd.
The Role of Analytics
…what you need to know
10 Killer Insights

10. ©deltaDNA Ltd.
Players who pay later, pay more
Premium daily rewards
Slow content/DLC locking
Good game mechanics are:

11. ©deltaDNA Ltd.
Just converting players to spenders is not enough
Need to plan past the first
transaction
- build for an IAP ‘loop’

12. ©deltaDNA Ltd.
Social conversion is hard, but later is better
Push social as a way to secure progress /
move
between platforms
Reward for connecting, delay invite push till later

13. ©deltaDNA Ltd.
Night-time players come back
Concentrate live events
and time-based rewards for
the evenings

14. ©deltaDNA Ltd.
Night-time players pay
Aggressive offers in
the evenings
18% increase

15. ©deltaDNA Ltd.
The day of the week impacts retention
Plan User Acquisition for
when engaged players are
most likely to play

16. ©deltaDNA Ltd.
PC users convert best to payers
Cross-platform is the
future, in Unity or others
it is easy to release
across multiple
platforms
Even for obvious mobile
games we see strong
conversion numbers on PC

17. ©deltaDNA Ltd.
30% more hackers than real payers
Be vigilant with revenue validations
Block from PvP and tag hackers in
interactions
Make game much harder for hackers

18. ©deltaDNA Ltd.
Android market very different to iOS
Think about where users
come from
North America, Europe
& South America are the 3 biggest
markets for mobile games
Future of F2P is more
international think global

19. ©deltaDNA Ltd.
Be Patient and Generous

20. ©deltaDNA Ltd.
Treat your players like people not ATMs
You have novices and experts in your game.
Treat them differently
Make decisions from data – reduce guesswork
Know your players and you will create successful
games
10 killer insights: summary

21. ©deltaDNA Ltd.
www.deltadna.com
Thank You
Mark.Robinson@deltaDNA.com
www.deltaDNA.com/events/delta-gdc-2015-10-killer-insights
www.slideshare.net/delta_DNA