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Double Game Revenue & Engagement:10 Killer Insights
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©deltaDNA Ltd. DOUBLE GAME REVENUE & ENGAGEMENT: 10 KILLER PLAYER INSIGHTS
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Transcript of Double Game Revenue & Engagement:10 Killer Insights
©deltaDNA Ltd.
DOUBLE GAME REVENUE &
ENGAGEMENT:
10 KILLER PLAYER INSIGHTS
©deltaDNA Ltd.
Today’s Speaker
Mark Robinson
CEO & co-founder
deltaDNA
@delta_DNA
/company/deltaDNA
/deltaDNA
©deltaDNA Ltd.
The Harsh Economics of F2P
Day One Retention Rates
• On average less than 40% of
players return to a free-to-play
game after just one session
• 44% have 60 – 80% of players
not returning after one session
Many games live with low retention rates and therefore poor lifetime value
©deltaDNA Ltd.
The Harsh Economics of F2P
Conversion from
Player to Payer
©deltaDNA Ltd.
Why players leave your game
5
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial
©deltaDNA Ltd.
Threshold of Engagement
6
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd
Session
©deltaDNA Ltd.
Key Player Behaviors
7
NOT ALL PLAYERS
ARE THE SAME
©deltaDNA Ltd.
Player Relationship Management
Fast, accurate and flexible data
Segment your players
Check your
Heart Beat
regularly
Action your insights via TARGETED
In-game messaging
Push
AdServing
Etc
©deltaDNA Ltd.
The Role of Analytics
…what you need to know
10 Killer Insights
©deltaDNA Ltd.
Players who pay later, pay more
Premium daily rewards
Slow content/DLC locking
Good game mechanics are:
©deltaDNA Ltd.
Just converting players to spenders is not enough
Need to plan past the first
transaction
- build for an IAP ‘loop’
©deltaDNA Ltd.
Social conversion is hard, but later is better
Push social as a way to secure progress /
move
between platforms
Reward for connecting, delay invite push till later
©deltaDNA Ltd.
Night-time players come back
Concentrate live events
and time-based rewards for
the evenings
©deltaDNA Ltd.
Night-time players pay
Aggressive offers in
the evenings
18% increase
©deltaDNA Ltd.
The day of the week impacts retention
Plan User Acquisition for
when engaged players are
most likely to play
©deltaDNA Ltd.
PC users convert best to payers
Cross-platform is the
future, in Unity or others
it is easy to release
across multiple
platforms
Even for obvious mobile
games we see strong
conversion numbers on PC
©deltaDNA Ltd.
30% more hackers than real payers
Be vigilant with revenue validations
Block from PvP and tag hackers in
interactions
Make game much harder for hackers
©deltaDNA Ltd.
Android market very different to iOS
Think about where users
come from
North America, Europe
& South America are the 3 biggest
markets for mobile games
Future of F2P is more
international think global
©deltaDNA Ltd.
Be Patient and Generous
©deltaDNA Ltd.
Treat your players like people not ATMs
You have novices and experts in your game.
Treat them differently
Make decisions from data – reduce guesswork
Know your players and you will create successful
games
10 killer insights: summary
©deltaDNA Ltd.
www.deltadna.com
Thank You
www.deltaDNA.com/events/delta-gdc-2015-10-killer-insights
www.slideshare.net/delta_DNA
