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Mark Robinson 'Why Players Are Leaving Your Game' Delta DNA

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Mark Robinson 'Why Players Are Leaving Your Game' Delta DNA

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Mark Robinson 'Why Players Are Leaving Your Game' Delta DNA

  1. 1. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. WHY PLAYERS ARE LEAVING YOUR GAME. AND WHAT TO DO ABOUT IT…
  2. 2. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Today’s Speakers Mark Robinson CEO & co-founder deltaDNA @delta_DNA
  3. 3. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. CPI vs. LTV
  4. 4. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. CPI vs. LTV
  5. 5. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics 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 % Returning after one session 0-20 21-40 41-60 61-80 81-100 60% 50% 40% 30% 20% 10% 0%
  6. 6. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. The Harsh Economics of F2P Conversion from Player to Payer % Paying 0-1 1-2 2-3 3-4 4-5 60% 50% 40% 30% 20% 10% 0% 5+
  7. 7. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Why players leave your game 7 0% 10% 20% 30% Appointment Setting 40% 50% 60% Monetization Blockers Game Blockers Rewarding 1st 60 Seconds Game Complexity Game Difficulty Repeat Play Tasks Tutorial 10 Reasons for Poor Retention
  8. 8. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Visual progression Daily questsDaily return bonuses Drive engagement with bundles aimed at novice, intermediate and expert playersOn-boarding & signposting Rewards and achievements Game design is changing 8
  9. 9. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Engagement Move the dial 9 Technical Issues Too Easy Didn’t Understand Tutorial Ran Out Of Resources Too Difficult Good Momentum Long 1st Session Return For 2nd Session Engagement Barriers Engagement Drivers Threshold of
  10. 10. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Key Player Behavior Drivers 10
  11. 11. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. RETAIN MONETIZE Player Segmentation 11 • In this MMO four player types were identified based on key behavioral drivers • Improve engagement by increasing rewards targeted at the Strategic Elite AGGRESSION REWARDS
  12. 12. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Managing the Player Lifecycle 12 Welcome Tailored Tips Next Best Purchase Gifting Resource Exploring the Store First Payment Bundles VIP Strategy Level Pass Store Browsers Resource Depletion Mentoring Mission Defeat Gifting Resource Loyalty Program Special Content Offers (Playing Style)
  13. 13. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Player Relationship Management
  14. 14. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Case Study: Social Casino Free coins each day to play at least one game Players unlock new features as they level up Soft currency (coins) to bet, play mini slots and purchase items Hard currency (credits) to customize experience, gift other players Developer Playspace Games Parchis, Bingo, Slots Subscribers 8 Million
  15. 15. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Game design Expanded tutorial for novice players Fast track to higher levels for expert players Hints on good strategy Match against similar skill level Less payment messages Clear progression via tasks Store tab personalized for new players Gift coins when running out (last chance) Focus on achieving a good outcome from first game Skills/Ability Level Challenge Level LOW HIGH HIGH Boredom Area (not engaged) Anxiety Area (shut down)
  16. 16. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Retention results 16 New users distribution Before After Engaged Users 4% 14% 1-day users 62% 52% 1 3 5 7 80% 60% 40% 20% 0% 9 Retention Rate Percentageofusers Days played since registration Sample 1 Sample 2
  17. 17. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Player Segmentation SEGMENT % PLAYERS WIN RATE GAMES STARTED BALANCE AT 1st PAYMENT FRIENDS CONNECTED FB POST SHARES LEVEL AVG. PAYMENTS Fast Track VIPs 11% Medium High Medium High Medium Low Medium High High Medium High 16 Staying Alive 42% Low Medium Low Medium Low Medium Low Low Medium Low 2 Connected Accelerators 8% High Medium Low High High Low Medium Low 2 Focused Competitors 39% Medium High Medium High Medium Low Medium Low Medium High 9 Early Payers FAST TRACK VIPS High momentum, engaged, spenders who are likely to become whales STAYING ALIVE Low balance, low win rate but persistent players CONNECTED ACCELERATORS Highly sociable, good win rates but more interested in chat FOCUSED COMPETITORS High win rates and lots of game play, not sociable
  18. 18. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Personalized messaging strategy
  19. 19. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. Monetization results
  20. 20. ©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd.©deltaDNA. deltaDNA is a trading name of GamesAnalytics Ltd. www.deltadna.com Thank You Mark.Robinson@deltaDNA.com

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