Introduction to F2P Mobile Game AnalyticsANALYZE BOULDER - APRIL 2015

BACKFLIP STUDIOS

• About Backflip Studios– Founded March 2009

– Located in Boulder, CO

– 100+ full-time employees

– Majority owned by Hasbro

– Publishing

• About Me– PhD Physicist turned Data Scientist

– Previously worked at FICO

– Backflip

• Game, Ad Network, User Acquisition Data

• Models

• High Level Reporting

MOBILE GAMES!

KEY METRICS

• App “Health”– New Users

• Organic

• User Acquisition

– Daily Active Users

• New Users

• Retention

– Retention

• Day 1, 7, 14. 28+

– Sessions

• Engagement

– Session Length

• Engagement

• Accessibility

• Revenue– ARPDAU

– ARPU

– ARPPU

– LTV

– Conversion Rate

• Others– Ad Network

• Click-Through Rate

• Conversion Rate

– User Acquisition

• Cost Per Acquisition

• Return On Investment

Promotion!

NEW USERS

Launch!

-15 0 15 30 45 60 75 90

Days Since Launch

Promotion!

NEW USERS

Launch!

-15 0 15 30 45 60 75 90

Days Since Launch

Promotion!

NEW USERS

Launch!

-15 0 15 30 45 60 75 90

Days Since Launch

-15 0 15 30 45 60 75 90 105 120 135 150 165 180

DAILY ACTIVE USERSRETENTION IS KING

Days Since Launch

2x Users vs.Better Retention

Day 1 40%

Day 7 20%

Day 14 13%

Day 28 5%

Day 1 50%

Day 7 25%

Day 14 18%

Day 28 10%

REVENUE METRICSFOR IN-APP PURCHASE DRIVEN GAMES (F2P)

• ARPDAU (Average Revenue per Daily Active User)– Daily spending

– $0.05 to $0.20

• ARPU (Average Revenue per User)– Over some fixed period (Daily = ARPDAU, Monthly)

• ARPPU (Average Revenue per Paying User)– Individual users can be $1 to $1,000s (“Whales”)

– Average ~ $10 - $20

• LTV (Lifetime Value)– Projection

– Top Games ~ $2 to $5

– Can we “buy” users? (Marketing)

• Conversion Rate (% of users who buy)– 1% (Poor) to 10% (Mythical unicorn land)

– Average ~3-4%

GAME ANALYSIS

• Event Driven– Tutorial Progress

– Level Completed (Which Level, Win/Loss, Health Left, # Moves, Power-

ups Used, Rewards)

– Item Purchased (What Item, Cost)

– In-App Purchase (Actual $$)

– Social Events (invite friend, send gift, post to FB)

• User Summary– First Activity Date, Last Activity Date

– User Level

– Total # Sessions, Total Time In Game

– # of Transactions, Total $$ Spent

– Total In-game Currency

GAME ANALYSIS

• Game Balance– Monitor Progression (Tutorial

and beyond)

– Find “Sticking” Points

– Currency Sources and Sinks

• Retention– FUN

– Keeping People Interested

• Key Features

• Limited Events

• New Content

– Length & Number of Sessions

• Monetization– What Are People Spending $$ On (items, speedups, lives, etc)

– When Are People Spending $$ (early game, late game)

– Popular Items

* http://www.gamasutra.com/blogs/JonBrown/20100922/88111/Difficulty_Curves_Start_At_Their_Peak.php

*

QUESTIONS?

Thank You!