Post on 14-Jan-2017
Analytics And The Player LifecycleUsing data to improve your game’s retention and revenue
Oscar ClarkUnity Ads & Analytics Evangelist
The Player Lifecycle
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Discovery Stage• Attribution• Source/Platform/Time• % Conversion to Download• % Ever Launch Game• Time From Launch to Play
Are we converting players to download?
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The Player Lifecycle
Learning Stage• Day 2 Retention• Frequency & Duration of Sessions • % Who Initiate Level 2• % Who Watch Video Ads• Last Position Played
Do players understand how to play?
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The Player Lifecycle
Engaging Stage• Day 7 Retention• % Conversion To Pay• Frequency of Watching Video Ads• Deviation from Ave Success/Failure Ratio• First Conversion Point to Ad View or IAP
Are players ready to Pay?
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The Player Lifecycle
“We avoid triggering rewarded video ads when a player has run out of energy,
needs a lifeline, or just outright failed. Instead, we firmly believe in creating a
positive experience at all times that creates a good feeling for the player,
which separates us from our competition.”
Jami LaesCo-Founder & CEO
Futureplay
Super-Engage?• Day 15 Retention• % of Repeat IAP Purchase• Frequency & Changes in Types of Purchase• Rate of Change Watching Video Ads• Level of Social Communication
Are players ready to get serious?
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The Player Lifecycle
Reengagement Stage• Change in Behaviour After Updates• Rate of Change in Purchase/Video Ad Views• Rate of Change in Social Communication• Change in Ave Success/Failure Ratio• Rate of Change in Frequency of Sessions
Are players ready to churn?
“When you create a positive player experience that keeps players coming
back for more, rewarded video ads become part of the gameplay. In the end,
the increased engagement and retention from a good video ads experience
puts money in our pocket from the increased lifetime value of our players."
Saara Bergström
Chief Marketing OfficerNext Games
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The Player Lifecycle
Churning Stage• Reduced Session Length• Increase Time Between Sessions• No Response to New Updates• Player Suddenly Stops Returning
Are players at the end of their lifecycle?
The Service FunnelDiscovery• Source A• Source B Learning
•Cohort A•Cohort B
Engaging• Cohort A• Cohort B
Converting• Cohort A• Cohort B
Repeat
VIRALITY
SOCIAL CAPITAL
Example Custom EventsEvent Data Points Captured
GameMenuLaunch: AnonPlayerID; TimeIconLaunched
SessionLaunch:
TimeSessionLaunched; AnonPlayerID(s); SessionID;LevelIDSelected; OptionSelected
SessionStart: TimeSessionStarted; AnonPlayerID; SessionID;
ObjectiveSet TimeObjectiveSet; AnonPlayerID; SessionID; ObjectiveID;
Event Data Points Captured
ObjectiveMet: TimeObjectiveMet; AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation
TargetHit: TimeTargetHit; AttackerID(AnonPlayerID?);SessionID; TargetID(AnonPlayerID?); Damage,XYZLocation
PlayerDeath: TimePlayerDeath; AnonPlayerID; SessionID; XYZLocation
LevelComplete: AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation