games analytics

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Copyright GamesAnalytics ©2011

Maximizing Online Game Revenue

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Changes

The Games Industry has changed :

• Service focused (Freemium VS. Premium)

• The rise of free-to play with micro transactions

• Massive amounts of gameplay data

• The ability to interact with users in real time

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RETENTION

MONETISATION ACQUISITION

Getting players in

Getting them to stay

Getting them to pay

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Some Scary Stats

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2 to 4% of online players will generate revenue for your game More than half your players may never reach session two By targeting interventions effectively you can increase your game revenue by over 20%

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Converting Users

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GamesAnalytics can increase your games revenue by 20% to 30% by understanding and influencing player behaviour, through :

• Converting more trialists

• Increasing ARPU

• Improving player satisfaction

• Increasing player retention

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Our Pledge

GamesAnalytics objective is to generate $1 billion dollars of incremental revenue for

online game publishers by 2015

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Who We Are

• Monetization company : founded by games industry veterans delivering marketing technology and data mining services for the online and mobile games industries

• Product suite : Cross-platform analytics tools that optimizes revenue through understanding and predicting player behaviour

• Consultancy Services : Deep-dive analytics and personalised in-game marketing

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Who We Are

• Unique behavioural analytics and predictive modelling • Increased understanding of player behaviours

• Targeted interventions to improve player satisfaction

• As well as game revenues, retention and virality

• Multi-platform (PC, console, mobile, Facebook, tablet…)

• Multi Business Model (subscription, virtual items selling, download, advertising…)

• Powerful technology suite supported by consultancy

• Compatible with the existing internal or external metrics solutions

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What We Do

• We apply sophisticated behavioural analytics to player data and identify patterns that result in conversion to paying customers

• In real time, our software provides individualized in-game marketing to players to propel them towards monetizing behavior patterns

• Our proprietary software is based on state-of-the art predictive modelling and individualized customer marketing in multiple other industries, now uniquely modified and tailored for the online games industry

• We drive your games revenues with proven 20% - 30% uplift

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Where to begin?

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ARPU

Lifetime Value Defection

Leakage

Acquisition

Virality

Retention

Monetization

Engagement

Conversions

Impressions

DAU/MAU

DAU

MAU

A/B Testing

Demographics

Whales

Users

Traffic

Channels

Invites Sent

Invites Received

Compulsion Loop

Time of Day`

Activations

Frequency

Seasonality

ARPPU

Social Sign-In

CPM/CPI/CPC

Engagement Loop

Funnel

Time Spent

Custom Events

Timeline Analysis

Time to first purchase

Cohort testing

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End-to-End Analytics Platform

• Cross-platform real-time data collection SDK

• Customizable Key Performance Indicator dashboard

• Proven proprietary technology and complex models that predicts player behavior

• Segment and influence player types

• Create the ability to act early, customize the gaming experience and maximize revenue

• In-game messaging SDK

• Targeted in-game messaging delivered at the appropriate time during the playing experience

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Product Suite

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• The data collection SDK

• Define a series of standard events to achieve an in-depth understanding of gameplay at an individual level

• Gather standard and custom event data in real-time

• Supports the dashboards and analytics

• Cross platform, flexible and simple to implement

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• The Key Performance Indicator dashboard suite

• Tracks acquisition, activation, monetization, revenue, referrals and retention

• Simple and intuitive interface

• Unique Dynamic Alert System constantly monitors the metrics and draws focus to significant movements

• Customizable and extendable

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• The technology that predicts player behavior

• The heart of the analytics solution

• Complex algorithms predict player behavior

• Understand the characteristics that lead to purchase, satisfaction, virality or defection

• Segment and influence different player types

• Creates the ability to act early and maximize potential revenue

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• Targeted real-time individual in-game messaging

• Delivered to a player at the appropriate time in his/her playing experience

• Designed to change player behavior

• Increase player satisfaction and conversion, improve virality and prevent defection

• Results tracked through the measure dashboard

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Dashboards

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Revenue Potential

Vir

alit

y Po

ten

tial

31% 0.89% 22%

$1.75

%Volume %Paying 7Day Ret

CAC 25%

1.30% 26%

$2.21

5% 0.19

% 9%

$2.38

14% 0.97% 21%

$1.94

Early Enthusiasts

Confident Completers

Social Involver

Sporadic SemiEngaged

Losing Momentum

Need Guidance

Borderline Incompetent

6% 2.34% 57%

$4.40

12% 0.86% 59%

$3.57

7% 0.55% 36%

$0.75

Segmentation Analyses

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Start 150 Events 500 Events

R1

E

R2

Analysis Period

Ex: Do R2 and E play differently in 1st 10 minutes? Can we predict defection?

Country Age

Gender

Level Momentum, Average Seconds Per

Event, Socialness, Features Consumed

Detailed Events:

Quests Completed, Purchase Behaviour,

Organising Tasks, Specific Missions

Apply Model

at 150 Events. Treat High

Scores with Targeted Messages

Retention Analyses

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Purchase Behaviour Analyses

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0

0,05

0,1

0,15

0,2

0,25

1 2 3 4 5 6 7 8

Variable Contribution

#Sessions 11+

GiftedItem

Total Stamina 5000+

Highest Level 10+

Wounded Giant

Accepted Invite

FriendCount 10+

Run Away

• Score model at key points in the game

• Start of Session • Start of Mission • After Mission Failed

• Select players who have high model score (high likelihood to purchase)

• Send message with offer/incentive

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Monetisation Optimisation

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0,00%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

wed

thu

fri

sat

sun

mo

n

tue

wed

thu

fri

sat

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mo

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thu

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sat

Increased Revenue

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50 000

100 000

150 000

200 000

250 000

300 000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Players Contacted

Total Players

Contacted

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Personalised In-Game Marketing

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TARGET GROUPS First Payment Model Second Payment Model Model Triggers Retention Models VIP Program Payment Reactivation

RULES OF ENGAGEMENT Contact Rules Campaign Hierarchies Suppression Rules

MESSAGE SET Text Look and Feel Personalisation

EVALUATION Coverage Revenue Uplift Model Performance Contact Density

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Case Study (social game) • 5 million MAUs

• Six predictive models applied

• Identified purchase behaviours for multiple message opportunities

• Token Drop / Token Gain / VIPs / Conversion from Non Payer • In-game marketing environment

• Discounts on Token Purchase • Escalated over three messages • Personalised messages • Measured Increment against Control • Complex campaign hierarchy and suppression rules

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Revenue Increase 29.8%

APRU uplift 42% ($19.26 vs. $13.61)

ROI 10 fold

Timeline 6 weeks

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Unlock The True Potential of Your Game

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UserID Score 101 0.05 102 0.85 103 0.67

Personalised Experience

20% Increase in Revenue

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Campaign Timeline

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ANALYSIS INTEGRATION PRODUCTION OPTIMISATION

• Access to Client Data • Analysis of Gameplay • Behavioural Analysis • Player Segmentation • Predictive Modelling • Identify Target

Opportunities • Develop Contact Strategy

• Configure Data Collection • Backfill Legacy Data • Develop Contact Strategy • Define campaign Hierarchy • Create Personalised Messages • Set up Control Groups • Configure messages • Integration with Measure • Testing • Evaluation

• Account Management • Data Management • Technical Support • Dashboards • Client Development • Data Storage

• Analytics • Consultancy • Contact Optimisation

6 weeks 6 weeks Ongoing Ongoing

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Summary

• Complete end-to-end solution

• Personalisation and Optimisation of: • Game mechanics and design

• In-game purchasing

• Social activity

• Player engagement

• Player satisfaction

• Measurable increase in revenue and ROI

• Outsourced solution: save time, resource and money through specialised experts that talk your language

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Decades of Industry Experience

About GamesAnalytics

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GamesAnalytics

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• GamesAnalytics was founded in 2010 by veterans of the videogame and data mining industries

• The company has offices in London, Edinburgh, San Francisco and Paris

• We bring the sophisticated analytics and monetization tools of the financial sector to the videogames industry

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Who We Are

Chris Wright, Chief Executive Officer

• Over 15 years experience in the games industry

• Founding member, I-Play (formerly Digital Bridges), one of the first and a leading mobile game publisher (acquired by Oberon Media for $110M in 2007)

• Current board member of TIGA, the UK games industry trade association

Mark Robinson, Chief Operating Officer

• Over 15 years experience in the data mining industry

• Former Managing Director of Marketing Databasics Ltd, awarded Database Marketing Service Providers Leader Status in 2009 by Forrester Research

• Recipient of many Database Marketing industry awards

• Member of the Direct Marketing Association Council in the UK

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Who We Are

Tim Christian, Chief Financial Officer


• Former Managing Director of Accolade Europe. Former Managing Director of Microprose Europe and then, following its acquisition, Managing Director of Hasbro Interactive, Europe

• Former Board Member, European Leisure Software Publishers Association

• Member of the Chartered Institute of Management Accountants

Alan Miller, Head of North American Operations


• Co-founder and former VP Product Development, Activision

• Co-founder and former CEO, Accolade (Acquired by Atari in 1999)

• Current Strategic Advisor and former Head of Publisher Relations at innovative cash-based online payment provider Rixty Inc.

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Who We Are

Nathalie LAMRI , Head of Operations France

• Over 20 years in video games and digital entertainment

• Over 15 years senior management, including 10 years entrepreneurial experience

• Intimate knowledge of all aspects of drawing up and implementing global marketing strategies, launching new concepts and monetising business plans

• Deep understanding of the world of digital and Webmarketing

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UK & Europe

Chris Wright

CEO

[email protected]

+44 7971 952 943

North America

Alan Miller

Director of North American Operations

[email protected]

+1 408 718 4145

France

Nathalie Lamri

Director of France Operations

[email protected]

+33 (0)6 59 56 05 62

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