game monetization
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Using analytics to drive. Game Monetization. Roxanne Gibert Product Manager, User Acquisition DeNA Co., Ltd. A Framework for Analysis. Key LTV Drivers Monetization Retention Engagement Virality Re-engagement Metric targets Industry benchmarks Internal benchmarks - PowerPoint PPT PresentationTRANSCRIPT
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Game MonetizationUsing analytics to drive
Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
A Framework for Analysis
Key LTV Drivers
⁃ Monetization
⁃ Retention
⁃ Engagement
⁃ Virality
⁃ Re-engagement
Metric targets
⁃ Industry benchmarks
⁃ Internal benchmarks
⁃ Internal target KPIs
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Games as a Service
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Games as a Service : Sample Charts
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Users who installed in the last 24 hours distributed by level
Total Users who logged in during time period, new
and existing, distributed by level
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
A/B Testing
Virtual Goods
⁃ Price points
⁃ Conversion points
Leveling curve
⁃ Payouts
⁃ Level gates
Exchange rates
⁃ Hard coin / soft coin per dollar
Metric cannibalization
⁃ New features
⁃ Promotions
⁃ Events
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Hypothesis:
1. What are the expected results?
2. Which users are being targeted?
3. How will this affect my LTV?
Hypothesis:
1. What are the expected results?
2. Which users are being targeted?
3. How will this affect my LTV?
Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Best Practices for A/B testing Identify target segment
Identify specific KPI to increase
Cohorts
⁃ Based on total segment size
⁃ Based on test criteria
Analyze success criteria
⁃ Measure against control on all key LTV metrics
⁃ Allow enough time for a full lifetime cycle
Adjust based on results, start over
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Funnel Analysis
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Monetization Planning
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Copyright (C) 2013 DeNA Co.,Ltd. All Rights Reserved.
Q&A
Roxanne GibertProduct Manager, User AcquisitionDeNA Co., Ltd.