Games Analytics' top 10 useful tips to make money with online games.

1. How to Make Money from
Online Games ?

2. Analytics Tips For Games

3. Focus on the player

4. #10. Focus on the player
• Build a player-centric view of game design
• Model your expected user base
• Understand how different players interact with the
game
• Build a player level revenue forecast

5. #10. Focus on the player
• Aim to make the players enjoy the gameplay – in the
different ways they play – sociable, completers,
explorers
• Length of gameplay is generally a good indication of
monetisation
• Analytics allows the game to be tailored to individual
types of players

6. Collect the right data

7. #9. Collect the right data
• Understand the information you want to analyse
• Focus on player level, not game level information
• Identify significant events in the game
• Build good data integrity

8. #9. Collect the right data

9. Understand the metrics

10. #8. Understand the metrics
• Metrics generally means dashboards
• This provides historic information
• It tells you the health of your game
• Use metrics to identify the areas of the
game that need focus

11. #8. Understand the metrics
• Stickiness
• ARPU / ARPPU
• Payment Size
• Time to First & Second Payment
• Virality
• Demographics
• Paying Players by Country

12. Segment
player
behaviour

13. #7. Segment player behaviour
7%
%Volume
0.55 6%
2.34
%Paying
36% 25% 57% 7Day Ret
$0.75
Virality Potential
1.30% $4.4
0 CAC
26%
31% $2.21
0.89%
22%
Focusing on the Player
$1.75
14%
12%
0.86
59%
$3.5
Early Enthusiasts
Confident Completers
0.97 7
5% 21% Social Involver
0.19 $1.9
9% 4
$2.3 Sporadic Semi Engaged
8
Losing Momentum
Need Guidance
Revenue Potential Borderline Incompetent

14. Social interaction

15. #6. Social interaction
• Connectedness
• Centrality
• Cohesion
• Reciprocity

16. #6. Social interaction
• Identify player ‘bridges’
• Isolated players
• Gaps and holes, leading to group fragmentation
• Reward highly influential players
• Manage cohesion, caused by influential players
• Reconnect isolated players
• Build bridges and connect sub networks

17. Identify player value

18. #5. Identify player value
• Total lifetime value
• This is a factor of both the revenue directly and
indirectly attributed to the player
• This can be predicted to identify potential value

19. #5. Identify player value
• Time to first payment (2-4 weeks drive high LTV)
• Payment patterns (regular, increasing, decreasing)
• Triggers for first spend (why now?)
• Time lag to second spend (be quick)
• Reasons for reactivation (paying players stick around)
• All actionable to raise LTV
• Overlay profiles to refine targets

20. Pattern analysis

21. #4. Pattern analysis
1st Event 2nd Event 3rd Event
61%
12%
9%
Challenge Start
Intervention here Gifted item
Use event order to predict and
encourage next action Visited Home
Invite Neighbour
Bought Item

22. #4. Pattern analysis
• Pattern analysis is a powerful technique
• Using it allows behaviours to be tracked and
identified
• This can be used to react to next best option
• This can also be used to identify actions that precede
abandonment

23. Predictive Modelling

24. #3. Predictive Modelling
• Ability to predict player behaviour
• Identify players likely to undertake an action if
encouraged
• Provide the means to deliver a marketing
intervention that is:
– Timely
– Personal
– Appropriate

25. Actionable results

26. #2. Actionable results
• The key to Analytics is to provide the tools to
improve the game
• This can be:
– Improve Gameplay
– Increase Revenue
– Reduce Abandonment
– Increase Retention
– Reward Loyalty

27. #2. Actionable results
• Analytics provides the means to identify these traits
• To group players into manageable segments
• To predict their future behaviour
• To intervene to change behaviours and move the
graph

28. Analytics is a tool

29. #1. Analytics is a tool
• Analytics is a tool
• Like a good 3D engine, used well it can improve a
game
• But turn the findings into actions
• And measure the results – “TEST & LEARN”
• You can raise your game revenues by more than 30%!

30. Do you need us to maximize
your revenue from your MMO,
casual, social, mobile games ?
UK & Europe North America France
Chris Wright Alan Miller Nathalie Lamri
CEO Head of Operations Head of Operations
chris.wright@gamesanalytics.com alan.miller@gamesanalytics.com nathalie.lamri@gamesanalytics.com
+44 7971 952 943 +1 408 718 4145 +33 (0)6 59 56 05 62
Copyright GamesAnalytics © 2011 www.gamesanalytics.com