SiTF presents:

David versus Goliath

Business Analytics The Game Changer in the Game Industry

Dated back to 3100BC Simple Dice

Simple Dice

ChessPlaying Cards

Poker, Bridge…

Board Games Monopoly

Role Playing Games

Dungeon & Dragon

Collectable Trading

Card Games

Arcades

MMORPGWoW

Network GamesDiablo

Casual Games

Bejeweled

Social Network Games

Web Browser Games

Achievement System

XBox

DEVELOPER DISTRIBUTION

Where would you stand?

SocialTimes: Distribution of developers/ publishers on Facebook

Woof!

THE SWEETSUCCESS STORY

KEYSUCCESS FACTOR

BETTER

DATATechCrunch: Video: Zynga CEO Mark Pincus Pitches IPO To Investors

HOW DO THE NEW ENTRANTS COMPETE?

1. GAME DESIGN FOR TARGET AUDIENCE

2. MONETIZATION FRIENDLY

3. SOCIAL FRIENDLY

4. TRIAL & ERROR DEVELOPMENT CYCLE

METRICS

KEY TRENDS THAT INTERSECTBUSINESS ANALYTICS OF GAMING

1. PURPOSE

2. MECHANICS

3. FUNCTIONALITY

TO ACQUIRE USERSTO MANAGE ADVERTISINGTO INCREASE REVENUEMAINTAIN USERS

TO OPTIMIZE WORKLOADTO PROMOTE FUNDRAISINGTO SPREAD THE WORDMANAGE INFRASTRUCTURE NEEDS

ONE-UPSMANSHIPPEER PRESSUREMONEY ON THE LINE

REWARDSEXCLUSIVE ACCESS

USER PROMPTSIN-GAME ADVERTISING

RECOMMENDATIONS

SOCIAL ACQUISITION

MONETIZATION METHODS

WHAT’S AVAILABLE OUT THERE?

And MORE!

PUZZLED?

WHICH ONE TO USE?

WHAT’S GOOD?

WHAT TO LOOK OUT FOR?

WHAT ARE YOUR OPTIONS?

Using analytics like A Sir

Using analytics like A Sir

Sun Tzu

Terrain Division

Distribution

Acquisition

Activation

Engagement

Retention

Revenue

Soci

al G

ame

Funn

el

Payment

Marketing / User Acquisition

Game Design / Engagement

Monetization

对症下药It means you prescribe medication based on the symptoms…

MARKETING / ACQUISITION

ACQUISITION

Will women in their 20’s click this?

THE METHODOLOGYADVERTISEMENT

Optimization

Source: http://www.insidesocialgames.com/2011/10/06/the-sims-social-50-days-in-and-gunning-for-cityvilles-top-spot/

Over

116% in ONE

month!

GAME DESIGN

/ENGAGEMENT

NO!

Zynga has used analytics extensively to perfect games and improve gameplay.

What can we learn

from the big dog?

How Metrics Come into Play..

Measures – First action a user takes in a session

Metrics – Distribution of entry events

Action – Test to see which entry events are the most effective at bringing users back

#1 ENTRY EVENT DISTRIBUTION

Metrics

Measures – Messaging click-through rates and install conversion

Linearity – Non-linear (1/1-x)

Metrics – Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install

Action – A/B or Cohort testing of content

#2 VIRAL MESSAGE CTR/CONVERSION

Reverse Designing

Design a Game

Identify Traits & Characteristics

Target a Market Segment

MONETIZATION/REVENUE

$ $

Combination of All FactorsWhat are the times most people are on Facebook

Playing Games?

& Demographic

During work?During lunch time?

Weekend?

Day or Night?

IT’S 24/7!

RealVirtual

High Low

Pricing

Currency Difference

Sales Performance

Plants

VS

Building

http://mashable.com/2012/02/15/zynga-earnings-infographic/

Holistic View

Source: http://mashable.com/2011/07/13/mobile-gaming-trends/

Where are we heading? MOBILE

Forecasts: Smart phones

overtake Standard mobile

phone in 2013

Trends Shaping the Mobile Industry

• The freemium model has potential• Tablets Gamers Download & Play More• Users Crave Multiplayer & Social Features• Word of Mouth is the key driver for game

downloads• Hit games can come from anywhere

http://www.forbes.com/sites/davidthier/2012/03/21/zynga-purchases-draw-something-makers-omgpop-for-180-million/

Bankruptcy

$ 180 million

THANK YOU!

PRESENTED BY:

ELVIN LI, FOUNDER, ZELREALM