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What does being “Free to Play” actually mean?
What the heck is a KPI?
Who needs to care about KPIs?
Examples of designing for KPIs
Do’s and Don’ts
List of resources
What does free to play mean? A commitment to run Games as a Service
What are Games as a Service? Games which are DESIGNED to be monitored
and optimized post launch, using analytics to inform data-driven design decisions, with a goal to optimized KPIs
What the heck is a KPI? One of many very dry abbreviations used in
the F2P industry.
Key Performance Indicator. A series of metrics every service-orientated company (and their potential investors) uses to measure performance.
Gathered using analytics sotfware
Like what? Retention, Conversion, Monetization
And in games MAU/DAU, ARPU, ARPPU, CPA/CPI (k-factor)
And more Add more metrics as possible to suit your
needs
Data = power
Beware ‘paralysis by analysis’
Who needs to care about KPIs? EVERYONE!
Designer – will create loops to create great KPIs
Product manager – will interpret data returned by those features and make decisions for improvements based on team bandwidth.
CEO – P&L overview
Retention How many people who installed the game
played it again? After how long? How many times? Associated KPIs (MAU/DAU/Engagement)
Conversion How many people x did y?
“Saw an ad and installed the game” “Played the game and bought something”
Associated KPIs (Monetization)
Monetization ARPU (Average Revenue Per User) ARPPU (Average Revenue Per Paying User)
What did they buy? After how long? Did they spend more than once? How frequently? Total spend? Play style?
K-Factor/Cost Per Acquisition How much does it cost to get 1 player?
CPA How many ‘free’ players will a paid-for player
bring me? K-factor
Emotionally engaged players
Value proposition
Pay to progress
Pay to win
Pay for access
In game marketing
Give them what they want; know when they want it
Know thy player
Know thy player’s friends
Look at what works
Iterate!
Consider if a mechanic is appropriate for YOUR game
Start designing features for KPIs from the beginning
Redesign the wheel Think a F2P mechanic will automagically work in your game Throw it in at the end
Reading list
Deconstructor of Fun
Game Analytics blog
Mobile Dev Memo
Henric Suuronen
Dubit Platforms
PlayHaven
Gamesparks blog
Adrian Crook
Nicholas Lovell/Gamesbrief
Free-to-Play glossary
- http://www.wavedash.net/2010/04/the-secret-glossary-of-social-games-analytics/
- http://www.superrewards.com/blog/game-developement-terms-metrics/