Sonamine Mobile Gaming USA 2012 presentation

Mobile Analytics

Nick Lim [email protected]

Agenda

Why do we need analytics? Making sense of “analytics” Vendors, implementation options How to use analytics Case study – First time spender

conversion Case study – Retention

© 2009-11 Sonamine LLC. Confidential and proprietary

2012-14 trend - Games need CRM

Persistent player profiles Players pay you over time Connected games Free to play

Telecoms, banks, retailers have been doing this for a while now…


Types of analytics and adoption


Optimization What’s the best that can happen?

Predictions What will happen next?

Forecasting What if these trends continue?

Statistical analysis Why is this happening?

Alerts What just happened?

Query / drill-down Where is the problem?

Ad hoc reports How many, how often, where?

Standard reportsWhat happened?

Valu

e

Degree of Intelligence

Source: Competing on Analytics Davenport & Harris

FUTURE

PAST











Valu

e



Automatic, machine learning

Human analyst and interactive











Valu

e



Hundreds / thousands of variables crunched by machine

< 20 variables processed by human at one time

Other confusing terminology


OptimizationWhat’s the best that can happen?

PredictionsWhat will happen next?

User scoring, machine learning

ForecastingWhat if these trends continue?

Statistical analysisWhy is this happening?

User segmentation, machine learning

AlertsWhat just happened?

Real Time, monitoring


Filtering, slice and dice, group by, page by


Custom Segmentation, on-the-fly, cohort analysis


Dashboards, cohort reports, Source: Competing on Analytics Davenport & Harris

Analytics + services providers

Actions• Optimizati

on• Predictions• Forecastin

g• Stats

Reporting• Alerts• Queries• Ad hoc• Canned

Analytics software

Analytics SaaS Services


Considerations for in-house tools

Pros Data control, no chance of player

cannibilization Flexible and customizable No added costs for multiple games

Cons Complexity High initial startup costs Maintenance costs


Considerations for SaaS

Pros Quick startup Deep functionality for pure play vendor Integration with “taking action” for services

vendors

Cons Many SaaS providers require co-ownership of data Possible player cannibalization by other

customers of SaaS vendor Linear cost increase with more games


Leveraging analytics

Change your behavior Better user acquisition sources Game design

Change player behavior (CRM) More effective targeting of monetization

campaigns More effective targeting of retention

campaigns



Case Study – Developer of realtime multiplayer social games for the casual market

Case Study – Developer of realtime multiplayer social games for the casual market

OpportunityGet more borderline converters to

actually make first-time-purchase

SolutionAnalyzed available game play data to

group players into 20 different conversion segment.

Sent email promotion to top segment with A-B test.


160% higher conversion rates for Sonamine compared to no promotion


No promo Sonamine promo

160%Higher

150% higher conversion rates for Sonamine compared to random promotion


Random promo Sonamine promo

150%higher

Additional value realized

Automated campaigns could increase new conversions by 10%

Additional revenue 5x greater than investment


Case study - Retention


Case Study – Retention

OpportunityGet more borderline churners to stay in game

SolutionAnalyzed available game play data to group

players into 20 different conversion segment.

Show in game promo to likely churners, using A-B test to gauge results.

KPIs are change in engagement metrics after 1 week of campaign.


Case study – Retention results

Accurate predictions. Pop up promotion increases retention, while not leaving

money on the table by offering promo to all players.


Avg level up / player Users with virtual transactions Monetized users

11%

72%

100%

-30%

-86%

0%

Sonamine promo Sonamine no promo

Next steps for you

What is the Return on Analytics? Improvement in revenue/cost/profit

from analytic decision Cost of all analytics = data collection,

tools, analysts, services Prioritize analytic efforts

Which type moves the needle, or highest ROA?


Sonamine predictive segments ConvertSoon™

Automated list of players most likely to make a first time purchase

ChurnSoon™ Automated list of players most likely to abandon

the game PurchaseMoreSoon™

Automated list of players most likely to purchase more items

InfluenceSoon™ Automated list of players most likely to influence

their friends.© 2009-11 Sonamine LLC. Confidential and proprietary

Business

Sonamine Mobile Gaming USA 2012 presentation