This presentation looks at why metrics and analytics are important but why segmenting players and predicting behavior is even more valuable. Mark Robinson, COO, Games Analytics

1. CHANGE THE GAME

2. Copyright GamesAnalytics ©2012
PlayerRelationshipManagement
2
Big Data gives developers total
understanding of PLAYERS
Heavy investment in CRM to
create proactive and intelligent
relationships with CUSTOMERS

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Z

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GamesAnalyticsHierarchy
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GameMetricsAreOK
5
• Gameperformance metricsdon’t help you understand players
• Analytics need tobe actionable
So what
if your
average
session
per user
is 1.2?

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PlayerMetricsAreBetter
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• Theopportunityistounderstandplayers
• From analysingfirst sessioncanunderstand
• Howlongdotheyplay?
• Aretheycomingback?
• Whatwastheirexperience?
• Isthetutorialworking?
• Whatwastheirexitevent?
Player
Performance
Metrics
Frustrated Impatient

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Analytics Built-In
• Data Collection part of developmentcycle
• Standardevents and customevents
• Have data plan to monitor player status
• Apply bestpracticeF2Pdesign principles
• Then focus on player behaviours
• Use beta to optimise game design with real players
• And think aboutkey numbers!
• If 70% playersonlyhaveone sessionhow dowe get
themto comeback?
• If 1% paywhat about the other 99%?
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Segment
Players
Design
Changes
Monitor
Uplift Analyse
Behaviours
• Not all players are the same
• Understanding your player segments and
their behaviours helps you optimise game
design to improve experiences
• And therefore engagement and revenues
• Key drivers such as difficulty, momentum,
resource management and feature
consumption will form powerful insight
into player behaviours to change your
game.

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Poker Playing Behaviours
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Aggression Playing Style
Average Bet
Value
Win Rate
Passive Loose Low Low
Medium Tight Medium-High Medium
Aggressive Medium Medium Low
Aggressive Loose High High
Passive Tight Medium Medium-High
Super
Aggressive
Loose High Medium-Low
Poker Playing Behaviours
9
Segmentation
allows you to
dig into the
player traits
and predict
behaviours.
Fish will run out
of chips and
need top ups.
Maniacs will
burn through
chips and be
responsive to
big bet offers.

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RETAIN
MONETIZE
MMO Example
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• Strategic Elite
• Under-rewarded and
lapsing
• Kamikaze Killers
• Monetize thru
boosters
• Low Skilled Persistent
• Train and subtle
monetization

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ChangeTheGame
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Welcome
Tailored
Tips
Next Best
Purchase
Gifting
Resource
Exploring
the Store
First
Payment
Bundles
VIP
StrategyLevel Pass
Store
Browsers
Resource
Depletion
Mentoring
Mission
Defeat
Gifting
Resource
Loyalty
Program
Special
Content
Offers
(Playing
Style)
PlayerLifecycle

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GamesAnalyticsHierarchy
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And finally…
Playersaretryingtotellyouabouttheirexperiences
Let’sstartlistening….
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ThankYou
mark.robinson@gamesanalytics.com
Twitter@gamesanalytics