Presentation hold on Nov 19th in Frankfurt / Offenbach at the browsergames forum 2011. It gives you a quick intro based on examples on HOW to use game analytics and metrics effectively.

1. Game Monetization Analytics: How to use game metrics effectively
Browsergames forum 2011 – Frankfurt-Offenbach
19. November 2011
Tom Sente, CEO - HoneyTracks GmbH

2. Game Analytics
Why it matters
Games portfolio monetization (example from 6Waves)*
DAU vs ARPU
3,50
3,00
ARPUs vary
2,50 significantly
within
2,00 GAME GENRES.
ARPU
Game analytics
1,50 can help you to
make the most of
1,00 your game
0,50
0,00
-500.000 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000
Management Gambling
DAU (Daily Active User)
Social RPG Mini-games
Caretaking
Copyright HoneyTracks * Source: 6waves.com/ 2

3. Game Analytics
Market insiders view analytics as increasingly important
“As more free-to-play games become the norm and selling virtual goods
becomes the way to make money, game companies are relying more and
more on a small fraction of players (typically 1 to 3 percent) paying to
level up or for that shiny new virtual sword. Finding that 1 to 3 percent
of players or getting more to pay for virtual goods can have a big
impact on game revenues.”
(TechCrunch, 6 April 2010)
“Virtual economy optimization is now becoming a core competency
as competition stiffens.”
(Justin Smith, Inside Social Networks, Speech at Casual Connect 2010)
Copyright HoneyTracks 3

4. Game Analytics
How to approach it right
what matters
in game analytics
Monitor the entire Layer by layer: It is an For the
monetization funnel „peel the onion“ ongoing process whole company
Every step matters: Aggregated metrics rarely Your game and its Each department / team
Starting with user tell the full story monetization changes has „their“ KPIs
acqusition matter all the time
Actionable insights are not Easy to use for everyone
gained from aggregated
metrics
Over the lifetime of a game different metrics matter at a different point in time
Copyright HoneyTracks 4

5. Game Analytics
Metrics along the entire monetization funnel
Monetization Funnel
User
Virality Retention Conversion Revenue
Generation
• DAU • % viral signups • Churn-rate • Paying users • Revenue
• MAU • K-factor 1-7 day • % paying users • ARPU
• Sign-ups • Viral invites 1-3 mths • New paying • ARPPU
• Organic • % invite accept • User lifetime users • User lifetime
selected)
Metrics (selected
signups • Invites • DAU / MAU • # charges revenues
• Mkting signups sent/DAU • User log-ins • Amount per • Virtual currency
• Click-to-registr. • Viral invites by • Log-ins per charge purchased
• Reg-to-active message user • Time to first • Virtual currency
• Viral invites by • 3/5/10-day charge (days) spent
message active users • Level of first • Virtual currency
acceptance charge spent / DAU
• Payment types • Virt. good types
purchased
Custom Metrics (your game specifics)
• Track metrics along the entire monetization funnel
• Both standard metrics and game-specific metrics matter
Copyright HoneyTracks 5

6. Game Analytics: Example I
„Peel the onion“: ARPU cohort analysis
Screenshot: ARPU cohort analysis
Aggregate ARPU
is 2 Euro
Monthly cohorts show
... and we see that that ARPU actually
ARPU improved from becomes 4 Euro!
April to May cohort
• Aggregate numbers don‘t tell the
truth
• As a next step we would dig
deeper into the May-cohort to
understand why it generated
better ARPU
Copyright HoneyTracks 6

7. Game Analytics: Example II
„Peel the onion“: Revenue & user conversion
Screenshot: Revenue analysis by level
Pretty effective at
Majority of revenues monetizing advanced
achieved in levels 20-30 users ...
0 10 20 30 40 50
0 10 20 30 40
... but what about users
in earlier levels?
Can we push users
into making purchases
earlier?
What are virtual goods
that are useful at earlier
levels?
0 10 20 30 40 50
Copyright HoneyTracks
7

8. Game Analytics: Example III
„Peel the onion“: Virtual goods economy
At lower levels „food“ is
being purchased relatively
higher
... so this may be the
virtual good, which
converts users into „first
time buyers“
... even though „food“
doesn‘t play a major role
in revenues
We could improve the game:
• Offering „food“ specials to users at lower
levels
• Try lower prices for food to generate more
first time buyers
Copyright HoneyTracks 8

9. Game Analytics: Example IV
„Peel the onion“: Marketing channel
Screenshot: Channel profitability
... shows that Channel 1
has 50% of Channel 32
revenues despite
having 2.5x in DAU
Segmenting users by
marketing channel ...
1 32
Marketing Channel
1 2 3 4 5 6 7 8 9 1 11 32 33
0
Marketing Channel Comparing payouts to
„revenues“ shows that
Channel 1 has more „lost
revenue“, i.e. issues in the
We could improve the game: payment process
• Focus on user aquisition from ch32
• Double check payment type (SMS) and charge
backs in ch1
• Switch off certain payment methods at special times
1 Marketing Channel 32
Copyright HoneyTracks 9

10. Game Analytics: Example V
„Peel the onion“: Whales Analysis
What is her
profile
Who are my
Whales?
What, when and how
much of each item
works best for her?
What payment
We could improve the game does she use
• See what works best for whales and offer
higher variety of same type
• Increase prices stepwise for new items
and monitor closely
• Try out special offers for items that work
for other whales Different colors indicate different
• Optimize payment options for her to feature/item types - “mouse over “shows
details
Copyright HoneyTracks 10

11. Game Analytics
Analytics is an ongoing task
• Your game changes
• Monetization changes
• Analytics help you to understand those ongoing
changes and optimize the game effectively
Copyright HoneyTracks 11

12. Game Analytics
Metrics matter for the entire company
Metrics for each team Information at your fingertips
• Product management • Metrics must be accessible at once
• Marketing • Drill-down capability without having
• Management to go back to tech-team every time
• Investors
• Others
Easy to use Insights – not data-dumps
• Every one must be able to use the • Insights that lead to action
analytics system • Real time data not data-dumps
• Graphical user interface • KPI and performance management
Copyright HoneyTracks 12

13. Game Analytics
Makes fun and pays off
http://www.penny-arcade.com/comic/2011/6/10
Copyright HoneyTracks 13

14. Contact information
Want to see HoneyTracks in action?
Check out:
www.honeytracks.com
@HoneyTracks
HoneyTracks GmbH
Schellingstr. 35
80799 München, Germany ts@honeytracks.com
+49 (0)89 2872 3995
Copyright HoneyTracks 14