7 deadly game insights: webinar slides
TRANSCRIPT
©deltaDNA Ltd.
7 DEADLY GAME INSIGHTS:WEBINAR
©deltaDNA Ltd.
©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
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Why players leave your game
6
Appointment Setting
Monetization Blockers
Game Blockers
Rewarding
1st 60 Seconds
Game Complexity
Game Difficulty
Repeat Play
Tasks
Tutorial
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Threshold of Engagement
7
Technical
Issues
Too
Easy
Didn’t
Understand
Tutorial
Ran
Out Of
Resources
Too
Difficult
Good
Momentum
Long 1st
Session
Return
For 2nd
Session
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Key Player Behaviors
8
NOT ALL PLAYERS
ARE THE SAME
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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
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The Role of Analytics
…what you need to know
7 Deadly Game Insights
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Players who pay later, pay more
Premium daily rewards
Slow content/DLC locking
Good game mechanics are:
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Just converting players to spenders is not enough
Need to plan past the first
transaction
- build for an IAP ‘loop’
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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
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Night-time players come back
Concentrate live events
and time-based rewards for
the evenings
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Night-time players pay
Aggressive offers in
the evenings
18% increase
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The day of the week impacts retention
Plan User Acquisition for
when engaged players are
most likely to play
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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.
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
7 Deadly Insights: Summary
