What  analy)cs  in  the  games  industry  has  to  learn  from  other  

sectors  Vince  Darley  

Director  of  Business  Intelligence  &  Analy6cs,  King.com  2013-­‐01-­‐29  

  Vince.Darley@king.com

I’ll  focus  on  4  areas  today…  1.  Show  the  right  product  at  the  right  )me  2.  Improve  the  onboarding  process  3.  Target  customer  segments  4.  Understand  your  customer’s  life)me  value  

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Most  web  businesses  are  quite  different…  

•  Most  web  businesses  –  See  customers  rarely  –  Have  very  low  repeat  purchase  rates  –  Have  limited  social  interac)ons  

•  Games  –  See  customers  many  )mes  a  week  (provided  are  not  lost  in  the  early  stages).  

–  Have  high  repeat  play  &  purchase  rates  –  Have  powerful  social  interac)ons  

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But  a  few  web  businesses  are  similar:  Supermarkets  (Ocado,  etc),  and  to  a  lesser  extent  eBay  and  Amazon…  

Have  you  run

 out  of?  

Did  you  forg

et?  

Special  offer

s  you  might  

like  

Incomplete  

offers  

Offers  on  yo

ur  

favourites  

Try  something

 

new  

Flash  sales  

1.  Show  the  right  product  at  the  right  )me…  

1.  Show  the  right  product  at  the  right  )me…  

What  is  the  online  equivalent  of  all  those  sweets  by  the  checkout  queue?  •  When  you  checkout  online,  what  are  you  offered?  How  

relevant  is  it  to  your  shopping  basket?  Ocado  have  sec)ons  “Did  you  forget?  Offers  on  your  favourites?  Try  something  new?  Flash  sales!”  

•  How  can  you  offer  the  right  product  at  the  right  )me  in  your  games?  –  Context  –  offer  the  booster  that  is  most  appropriate  –  Bundles  and  targeted  discounts  (or  even  non-­‐discounts)  –  Player  segment  –  Player  lifecycle/game  stage  

   

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Personal  Sho

pper  

1)  Family  

2)  Dietary  

3)  Typical  pu

rchases  

4)  Personal

ised  Shop  

2.  Improve  the  onboarding  process…  

2.  Improve  the  onboarding  process…  

•  Your  goal  is  to  keep  people  in  the  game  long  enough  that  they  discover  how  great  it  is.  – And  fix  anything  that  is  preven)ng  that  

•  How  do  you  dis)nguish  between  problems  vs  inevitable  drop  off?  –  Experiment  and  test,  but  be  prepared  for  lots  of  changes  to  have  licle  impact  

–  Build  a  customer  story  •  Messaging/No)fica)ons/Email  (in  and  out  of  game)  •  Help,  )ps,  free  boosters,  etc  –  targeted  to  player  type/ability  

– Adjust  difficulty,  par)cularly  of  early  levels/stages  

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…but  player  type  is  more  important…  

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à  Game  Progression  à  

Colours  indicates  different  player  behaviour  types.  

3.  Target  customer  segments  

•  You  can  only  get  so  far  by  trea)ng  all  customers  the  same  

•  Expect  10%-­‐20%  improvements  from  targe)ng:  – Mone)sa)on  

•  Product  type  •  Price  point  •  Conversion  offers  

–  Reten)on…  –  Virality…  –  Cross-­‐game…  

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4.  Understand  your  customer’s  life)me  value  

DAU,  DARPU,  MAU,  DARPPU,  etc  are  all  well  and  good,  but…  •  Your  first  customers  will  be  much  more  valuable  than  your  later  ones  

•  Life)me  value  will  vary  by  plaoorm,  device,  acquisi)on  channel,  etc.  

•  Your  acquisi)on  costs  need  to  be  aligned  with  that  

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