Nicholas Lovell presented on the importance of metrics for social games. He discussed key metrics like MAUs, DAUs/MAUs, retention rates, conversion rates, and the importance of the power law distribution for user spending. He emphasized that metrics should be used to prioritize improvements to acquisition, retention, and monetization in order to build a successful free-to-play game business. He provided a sample spreadsheet to illustrate how to model these metrics and identify areas for improvement.
GDC Talk - Nature vs Nurture: Unpacking Player Spending in F2P GamesTamara (Tammy) Levy
Have players committed to spending money in free-to-play games before they even install the game? Are you wasting time trying to get more people to spend money in your game? What monetization metrics should you be focusing on improving instead? In this talk, Tammy uses several case studies from live Kongregate games to explore how and why some player behaviors are easier and more rewarding to change, while others have a nearly unbreakable ceiling.
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...David Piao Chiu
Presentation from Digital Taipei 2013 on Maximizing Player Retention and Monetization in Free-to-Play Games with a Comparative Analysis of Asian & Western F2P Games
Maximizing Monetization - Casual Connect SF 2013emily_greer
Maximizing monetization in free-to-play games. The presenter discusses how virtual goods pricing works based on principles of imperfect competition and monopoly pricing. Key factors that drive monetization include retention, engagement over time which increases demand elasticity, desirable permanent upgrades over consumables, and events/sales that incentivize both committed and lapsed spenders. Data from games like Bloons Tower Defense and Tyrant show how monetization can be exponentially improved through revised systems that allow for continuous investment and natural price differentiation between player segments.
Kongregate Web Games Partnership OpportunitiesDavidKongregate
This document provides an overview of GameStop Corp and its multi-channel strategy, including its acquisition of Kongregate. GameStop is the world's largest video game and entertainment software retailer. It has over 6,600 stores worldwide and leverages both retail and digital assets, including Kongregate which is the largest social gaming platform for core gamers. Kongregate offers turnkey social gaming and has a large, loyal community of hardcore gamers. The acquisition allows GameStop to reach more gamers through Kongregate's digital platform and integrate its services with GameStop's extensive retail and loyalty program offerings.
The document discusses the future of monetization in social games and gaming. It covers trends like freemium models with microtransactions and virtual goods becoming more popular. Hybrid models combining subscriptions, advertising, and microtransactions are also discussed. Maximizing lifetime user value through retention and monetization while keeping acquisition costs low is key to profitability. Understanding user demographics and testing various monetization strategies is important to find what works best. The social gaming industry is still growing and innovating with new models and markets emerging over time.
Core Games, Real Numbers: Asian & Western Gamesemily_greer
Kongregate is a distributor of more than 200 virtual-goods games developed by developers small and large, Eastern and Western, casual and hardcore. As such, it has a unique perspective on what types of mechanics and characteristics of games have the most success monetizing. This talk will focus on similarities and differences in performance between Asian & Western games, look at site-wide trends and dig into specific game metrics and mechanics to understand what makes games succeed & fail with Western audiences. This talk was given at GDC China 2012
R2 Games F2P Monetization Presentation and Clicker Heroes Case Study: Best Pr...David Piao Chiu
A F2P Monetization Presentation and Clicker Heroes Case Study given by David P. Chiu at Game Connection Europe 2015. This presentation includes best practices, stats and learnings for F2P mobile and browser games targeted at a midcore gamer audience.
Idle Games: The Mechanics and Monetization of Self-Playing GamesKongregate
- Idle games are a new genre of self-playing games that have grown popular for their high player retention stats and revenue generation. They allow progress without interaction, rewarding players for returning after periods of idleness.
- Key mechanics include rapid cost/reward growth curves that create a satisfying sense of progress, goals/achievements, and "prestiging" systems that allow resetting games for power boosts. Regular updates and "bumpy" growth curves keep players engaged.
- Popular idle games like AdVenture Capitalist and Clicker Heroes employ monetization strategies like cash infusions, boost multipliers, and protective purchases. Case studies show these can be very profitable for high spend
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...David Piao Chiu
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Games: Comparative Stats for 2D & 3D Games and Asian & Western Games (MIGS 2013 Presentation)
Effective Testing of Free-to-Play Gamesemily_greer
The document discusses different types of testing that can be done prior to launching a mobile game globally. It describes internal team playtests, in-person playtests with outsiders, remote playtests on services like UserTesting, friends and family tests, closed beta tests with broader groups of players, and soft launches in select countries. The key is to use multiple testing methods in order to gather both qualitative and quantitative feedback from varied player demographics to maximize the chances of success upon global launch.
All the Families: The Making of Animation Throwdown (GDC 2018)Kongregate
Ever wonder what it would be like to create a AAA game with a skeleton crew, split between two developers, one publisher, one IP owner, and five individual IPs? Join two producers from Kongregate (Peter Eykemans and Katrina Wolfe) to hear how "Animation Throwdown" was created in an unusual way, and how they turned an incredible production problem into a major success.
GDC Talk: Lifetime Value: The long tail of Mid-Core gamesTamara (Tammy) Levy
1) The document discusses lifetime value (LTV) of mobile games and how it is impacted by factors like retention, monetization, and live operations over time.
2) It provides data on typical key performance indicators (KPIs) like retention, ARPDAU, and LTV for different genres and shows how LTV can grow beyond 30 days of play.
3) The author advocates using player retention and monetization curves to more accurately project long-term LTV and how live operations like new content can increase monetization and retention over the lifetime of the game.
Emily Greer at GDC 2018: Data-Driven or Data-Blinded?Kongregate
In the last decade of data analysis, A/B testing and predictive modeling have transitioned from an afterthought to a given in the game industry. Data can be invaluable in understanding the player and making decisions, but it can just as easily lead the industry astray, or worse, narrow the way the industry thinks. When should you be driven by data, and when should you let your imagination roam free? This session will expose common mistakes and pitfalls, both technical and emotional, as well as provide practical guidance on how to improve the rigorousness of your tests and the quality of your data, and how to make sure you don't lose the forest for the trees.
Kongregate - Maximizing Player Retention and Monetization in Free-to-Play Gam...David Piao Chiu
This document provides best practices for maximizing player retention and monetization in free-to-play games based on data from Kongregate's platform. It discusses metrics like DAU, retention, ARPU, and ARPPU that F2P games focus on. Key recommendations include using daily bonuses and asynchronous multiplayer to keep players engaged long-term. The document also compares Asian and Western monetization styles and provides tips for optimizing the in-game shop experience and building communities through guilds and customer service.
In the last five years, data analysis, A/B testing and predictive modeling have transitioned from an afterthought to a given in the game industry. Data can be invaluable in understanding the player and making decisions, but it can just as easily lead us astray. This talk exposes common mistakes and pitfalls, both technical and emotional, as well as provide practical guidance on how to improve the rigorousness of your tests and the quality of your data.
R2Games is a leading publisher of free-to-play games for core gamers. Their most successful game, Wartune, has high long-term retention and monetization due to its variety of gameplay modes that keep players engaged over time, daily incentives to return, and opportunities for player progression and competition. The presentation outlines best practices from Wartune including pacing new features, daily bonuses, mini-games, strong RPG mechanics, and leaderboards to drive engagement and monetization. It also discusses strategies for the mobile landscape where free-to-play is dominant, user acquisition is expensive, and app store features are important but hard to obtain.
This document summarizes Anthony Pecorella's presentation on idle games. The presentation discusses why idle games have become popular, provides an overview of common idle game mechanics like constant progress without interaction and "prestiging," and highlights innovations in the genre in recent years like meta-prestiging and 2D spatial interactions. It also touches on monetization strategies for idle games and debates issues like the role of auto-clickers and balancing online vs offline play.
Presentation on F2P game monetization for browser and mobile games for midcore and hardcore players with stats, best practices and common mistakes to avoid
Offerpal Media - Ten Tips For Monetizing With Virtual Currency (Nick Talaric...nptca
This document provides a 10 step guide for monetizing social games through virtual currencies. The steps include defining currency sinks and sources, assigning currencies, balancing engagement and monetization, setting exchange rates, promoting currencies, maintaining demand and balance, testing and optimizing the system. The overall approach emphasizes making the game fun first, then introducing monetization elements like virtual currencies once users are engaged.
Costs to develop games have increased about 10x every decade since the 1980s due to rising data requirements, as game file sizes have increased dramatically over this period. While game engines have held steady the cost per byte of development, the cost per byte continues to rise faster than what players pay per byte. This trend suggests the game development model may not be sustainable if costs keep rising much faster than revenue from players. New technologies and business models will be needed to reset development costs and file sizes to address this challenge.
How to Succeed in the F2P Market: Stats, Best Practices and Common Mistakes |...Jessica Tams
Delivered at Casual Connect Asia 2016
Free-to-play games dominate the PC browser and mobile markets. But with ever-increasing UA costs and fierce competition from existing and new games, how can you compete in this crowded space? It is necessary to have a solid understanding of F2P to know what drives strong long term retention and monetization. This session will share real-world stats, best practices and common mistakes to avoid in order to maximize your chances of success.
How UI Impacts Engagement and Monetization in F2P Mobile Games - Apps World 2013Brian Sapp
PLEASE NOTE: This presentation contains animations not viewable on SlideShare, please email me for the full version.
The rapid growth of free to play mobile gaming has brought about an ever increasing level of sophistication in game design, and increased competition to retain users. Understanding proper game design has become more important then ever. In this talk, we'll take a closer look at the do's and don't for building successful F2P mobile games, from the tutorial, to the game play, to the purchase point, every aspect of design is an opportunity to win or lose a user.
Part-time Income Opportunity. This is also a family business. World's safest place for women to work in a safe environment. World's most admirable Part-time Business Income Project for busy professionals. More than 30 million people around the world get benefit from this. Kindly Go through this presentation and give me call to ask any question. My contact number has been given in the presentation slides. I have a well experienced team and education system to help you to build your own part-time business all over India and abroad. God Bless and Take Care.
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Free-to-play games are not inherently evil according to the author. While some concerns about microtransactions and children are valid, the business model itself is not exploitative if done properly. Free-to-play games can be very successful financially by converting a small percentage of free players into paying customers. However, developers should focus on creating high-value content for true fans rather than preying on "whales" or making players feel buyer's remorse. If free-to-play games are implemented in an ethical way that prioritizes player enjoyment over monetization, then they do not have to be evil.
This document discusses metrics and monetization strategies for software startups. It begins by introducing the author and his company RescueTime, which helps people track how they spend their time. It then discusses the importance of measuring key metrics like visitors, signups, purchases, and retention at each step of the "startup funnel." The document emphasizes focusing on opportunities that provide long-term leverage, like improving retention rates, rather than one-time gains. Finally, it provides tips for optimizing different parts of the funnel like acquisition, user experience, evangelism, and purchases. The overall message is that startups should measure their funnel closely and address areas where user numbers drop off significantly.
This document discusses trends in the mobile gaming market and strategies for successful mobile and social games. It notes that the mobile gaming market is large and growing, with over 120 million people playing social games on their phones. However, it is difficult for new games to gain traction due to competition and fragmentation across devices. The document provides recommendations around social features, monetization strategies like freemium pricing, understanding player motivations, and balancing game balance with revenue goals. It emphasizes the importance of metrics, iterative improvements, and focusing on player retention and lifetime value.
Israeli Game Developemnt Day 2013 - How ui impacts engagement and monetiza…Oded Sharon
The document discusses how user interface impacts engagement and monetization in free-to-play mobile games. It provides tips for optimizing the new user flow, tutorial, store design, monetization strategies, and ongoing updates. Key recommendations include keeping downloads small, localizing games, allowing guest accounts, using simple tutorials, prompting the store when resources run out, and regularly updating games based on metrics.
Monetizing Social Games - RockYou at GDCshayrockyou
Monetization and Business Models for Social Games - Lisa Marino, CRO of RockYou presentation from GDC 2010.
"Social games are addictive, so addictive that developers are making millions of dollars from them. There are multiple models emerging in the industry for monetizing social games. Whether it's sponsorships, virtual currencies, CPM or CPE, the opportunities to make money in this space continues to grow. The question is: How do you do it? In order to be successful, developers must choose which business models to pursue and where to focus their efforts."
Increasing the chance of a commercial hitPaweł Weder
Social casino games are one of the fastest growing markets ever. This market evolves so fast that changes, new trends and new products can be found on a daily basis. It is very hard to stand out in the crowd and, more importantly, make money with your product. This talk is about actual trends and opportunities (ideas) on how to raise your revenue, retain your customers, and increase your chances to have a hit.
Quick to Market – 1 Game Every 8 Weeks | Jesse DivnichJessica Tams
Delivered at Casual Connect USA 2017. How three AAA Developers Plan To Disrupt the F2P Mobile Market For Indie Devs: We aim to disrupt the mobile market by creating games that look and feel like they had a much longer development cycle than our self-imposed 8 weeks. To achieve these goals, we need to compact everything in a much shorter period. Discover our milestones, creative, monetization, QA and localization strategies, each necessary to achieve these results.
This deck was presented at Casual Connect Hamburg 2012 and talks about all the different techniques developers need to consider when promoting their game and the importance of Social Discovery
Brent Chudoba of SurveyMonkey gave a presentation on lifetime value (LTV) to marketing students. He discussed how companies can calculate the lifetime revenue (LTR) of a customer by multiplying average monthly subscription cost by average number of months subscribed. For example, using $10/month for Netflix and an average subscription length of 18 months yields an LTR of $180. Companies aim to spend less than this on customer acquisition via marketing.
Free Yourself from One-Time Sales: Monetize your Expertise with CustomerHubJustin Topliff
CustomerHub was one of the Infusionsoft add-on products I was in charge of during my tenure. My session explained how implementing a recurring revenue stream via a membership site can transform a small business and help customers achieve digital freedom.
The document lists 12 reasons why a website may be underperforming, including not having enough user testing, poor mobile optimization, lack of A/B testing, and failing to track phone conversions from online leads. It provides recommendations in each area to improve the user experience and optimize conversions, such as implementing usability testing, developing a mobile-friendly site, setting up A/B tests, and using call tracking tools. The overall message is that testing, optimization, and understanding the user experience are key to improving website performance.
Anatomy of a successful pitch is discussed, including keeping it short and focused on the audience, problem to be solved, and team leading the solution. Key stakeholders for funding are identified along with what motivates their investments. Guidance is provided on crafting an compelling story around the market opportunity and solution, building traction, and ultimately securing funding to take the business to the next level.
This case study underscores upGrad's role in reshaping education through internet-driven innovation, illustrating its commitment to empowering learners and fostering career growth in the digital age.
#Digital Transformation
#Global Reach
#Industry-Relevant Programs
How Do Flange Adapters Work and Why Are They Essential?Texas Flange
Discover how flange adapters work and why they are essential for seamless pipe connections. Enhance efficiency and ensure leak-free operations with top-quality flange adapters.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions. 𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢2024 GROUNDBREAKING CEREMONY OF SK LEAVEO PLANT
➢2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢2024 CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
➢ Daewon Pharm Year End Party
➢ Giant Lantern Festival in Ha Noi with Gamuda Land
➢ Light Festival 2019 in HCMC with Phu My Hung Corp
(etc)
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰����𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
A template for preparing successful business models and the components of Business model canvas, Enhances Business Plan, Types of Business Models, Steps in preparing business model, a sample business model
The standard operating procedure aims to align all the Digital Marketing Efforts into a single channel and help to measure the effectiveness of each department.
This SOP applies to all digital marketing activities including
• Social Media Marketing (SMM)
• Search Engine Marketing (SEM)
• Digital Ads
• Web Development
• SEO
• Email Marketing
• SMS Marketing
• Community Marketing (Whatsapp/ Viber etc.)
• Paid Marketing
• Native Marketing
• Analytics Tools
A Complete Guide of Dubai Freelance Visa and Permit in 2024Dubiz
Dubai warmly welcomes professionals from every field, including freelancers. The city’s strong economy provides a fertile ground for freelancers to thrive and succeed. With the rise of digitalization and changes in employment trends, many people are choosing freelance careers for the independence and flexibility they offer. And where better to start your freelancing journey than in Dubai? However, to begin your journey, you will first need to get a freelance permit and a freelance visa Dubai.
Let’s begin by exploring the opportunities for freelancers in Dubai and learn how to obtain the necessary visa and permit, including associated requirements and costs.
Maximise your Business Potential: Annual Planning Workshopchris908327
Are you striving to elevate your business to new heights? Prepare to transform your aspirations into actionable plans with our exclusive 90-Day Planning Workshop, meticulously designed for owners and managers of family and privately owned businesses. Led by Russell Cummings, Australia’s premier business coach from Shifft, this online workshop is your golden ticket to crafting a focused roadmap for the April to June 2024 quarter.
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...kevinkariuki227
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Edition By William Messier Jr, Steven Glover, Verified
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Edition By William Messier Jr, Steven Glover, Verified
The Matatag Curriculum of the Philippines for the School Year 2024-2025
The Matatag Curriculum is designed to strengthen and enhance the educational system in the Philippines, aiming to address existing challenges and better prepare students for the future. "Matatag" means "strong" or "resilient" in Filipino, reflecting the curriculum's focus on building a solid and adaptable foundation for students.
The curriculum is structured for elementary (Grades 1-6), junior high (Grades 7-10), and senior high school (Grades 11-12) levels, with a focus on foundational skills, specialized tracks, and real-world learning experiences. Overseen by the Department of Education (DepEd), the Matatag Curriculum aims to improve academic performance, equip students with 21st-century skills, and foster responsible citizenship.
The Matatag Curriculum of the Philippines for the School Year 2024-2025 focuses on strengthening and enhancing the educational system with the following key features:
Holistic Development: Addresses intellectual, emotional, social, and physical growth.
Learner-Centered Approach: Promotes active learning, critical thinking, and problem-solving skills.
Revised Content and Competencies: Updates subject matter to align with global standards.
Technology Integration: Incorporates digital literacy and technology in education.
Sustainability and Global Citizenship: Introduces environmental sustainability and responsible citizenship concepts.
Indigenous Knowledge and Culture: Integrates and respects indigenous practices.
Teacher Training and Development: Provides continuous professional development for educators.
Assessment and Evaluation: Utilizes various assessment methods to measure student progress.
1. **Team Strength**:
- Seasoned discoverers with mineral finds of >$1Bn (silver), >42Mozs (gold), >12Blbs (copper)
- $8.75M recently raised for aggressive exploration
- 30% management ownership aligns interests
2. **High-Grade Discovery**:
- 2021 re-discovery: 75Moz at 980g/t AgEq (silver-zinc-lead)
- Objective: Prove continuity between high-grade discovery and existing gold-silver mine
- Potential for a gigantic, continuous deposit
3. **Proven Production Area**:
- Site of one of Alaska's first open-pit gold mines
- Existing 43-101 resource: ~500,000 oz AuEq, mostly indicated
4. **Carbonate Replacement Deposit (CRD) Advantages**:
- High grades, low mining costs
- Metallurgically simple, minimal environmental impact
- Strategic metals (Zn, Ga) could expedite permitting
5. **Massive Potential**:
- Two polymetallic deposits potentially linked
- Extensive mineralization corridor to be confirmed by drilling
Key Takeaway: High-grade discovery with potential for a giant, continuous CRD deposit, backed by a proven team and existing resources in a mining-friendly jurisdiction.
7. 25 Add friction
• Game design is about taking
friction out
• Freemium design is about
adding friction
• GOOD fremium design is
about finding a balance – just
enough friction to encourage
some players to pay, without
ruining it for the rest of us.
12. What is the point of metrics?
• To connect game development and the
finances of making games
• To teach you about your players and your
game
• To help you make better decisions
KEEP IT SIMPLE
14. Beware vanity metrics
• A metric that can only go up is not useful
– Registered users is a particular culprit
– Yes, I’m looking at Bigpoint
• A metric that can’t be affected is not useful
– Track percentages, not absolutes, for quick results
• Vanity metrics impress dumb VCs and the
press
– But they don’t help you run your business better
16. 1 Feed the funnel
• To build a successful games
business, you must feed the
funnel
• Potential customers arrive at
the top. In the middle, you
convert them to payers.
• At the bottom, they become
long-term, high-spending
customers.
17. 2 ARM yourself
• A successful online game
must Acquire users, Retain
them (usually
overlooked!), and Monetise
them.
• All three aspects must be in
harmony.
• You need all three to build a
successful long-term
business.
18. 8 Avoid the leaky bucket
• Acquiring customers is both
hard and expensive.
• Once you get them, focus on
retention to keep them.
• Don’t worry about getting
new customers until you can
satisfy the ones you’ve got!
19. 3 Make it free AND expensive
PRICE
Revenue opportunity
Marketing opportunity
Demand
• Giving your content away for free is a marketing
opportunity.
• You have to find your revenue opportunity.
• Draw customers along the curve by offering them
things they truly value.
23. 6 key metrics
• MAUs
• DAUs/MAUs
• Retention rate
• Conversion rate
• Split into whales, dolphins, minnows
– ARPU
• Oh, and I have platform share but it’s not a metric
24. MAUs
• I start with 200k MAUs – an ESTIMATE
• If I were being more accurate, I would model
customer acquisition costs.
– Maybe in version 2.0
• You won’t get a sizeable audience without spending
money
– CPI on Facebook is $1.00 to $1.50, some say more
– Fiksu quoted $1.81 at Christmas 2011, down a little now
• BUT audience isn’t your primary measure of success
– Find a small, niche audience with great
retention, conversion and ARPU
– Stop thinking like traditional media
25. DAUs/MAUs
• Also known as engagement
• Bizarre stat
• Driven by what Facebook chooses to publish
• Odd result:
– MAUs easier for financial results, long term planning
– DAUs drive monetisation, more accurate snapshot
• Target: 0.15 (aka 15%)
• Ratio fell steadily through 2011
– Trip Hawkins said “FB games are shallow”
– I said “its just the summer”
• Facebook’s changes in 2011 bumped the
engagement ratio up again
26. Facebook engagement
Game Publisher MAUs DAUs DAUs/MAUs
1 Scrabble Gamehouse 330,000 130,000 0.39
2 Bejewelled Blitz PopCap 9,700,000 3,200,000 0.33
3 Pioneer Trail Zynga 3,500,000 910,000 0.26
4 Mafia Wars Zynga 1,600,000 400,000 0.25
5 Diamond Dash wooga 18,900,000 4,300,000 0.23
6 Treasure Isle Zynga 930,000 190,000 0.20
7 Farmville Zynga 22,400,000 4,500,000 0.20
8 The Sims Social Electronic Arts 15,500,000 3,000,000 0.19
9 Frontierville Zynga 360,000 60,000 0.17
10 Pet Society Playfish 5,000,000 830,000 0.17
11 Social Empires Social Point 6,100,000 940,000 0.15
12 Millionaire City Digital Chocolate 1,700,000 250,000 0.15
13 Empires & Allies Zynga 10,900,000 1,400,000 0.13
Source: Appdata
27. Retention rate
• I have an sighting estimate of 75%
• Churn rate = 1 – retention rate (i.e. 25%)
• Duration = 1 / churn rate (i.e. 4 months)
• Zynga has a duration of < 2 months.
• Very hard to get accurate benchmarks for retention
• My view: 75% is not average, it’s great.
• NOTE: Where you calculate retention from makes a
difference.
29. 6 Acquisition lasts longer than you
think
• The Acquisition process doesn’t end when I click
“install”!
• 20 million people every month take a look at Cityville
– and never return!
• You haven’t got a customer until they spend 20
minutes playing. Make sure those first 20 minutes
are your best stuff!
30. Conversion rate
• Should I look at it daily or monthly?
• I use daily
• When looking at benchmarks, try to work out what
conversion rates they are using:
– What percentage of daily users spent money?
– What percentage of monthly users spent money?
– What percentage of all users have ever spent money?
• Tiny Tower: 3.8% of users in the first six weeks
• ngMoco: 2% of DAUs
• Jetpack Joyride: 5-10% ever
• Temple Run: 1% of users
• Anything from <1% to around 20% is feasible
31. Whales, dolphins, minnows
PRICE
Revenue opportunity
Demand
• An approximation of the power-law
• Minnows: spend the minimum ($1), 50% of spenders
• Dolphins: a “middling amount” ($5), 40% of spenders
• Whales: spend a lot ($20), 10% of spenders
32. The importance of the power law
Revenue
($) (%)
Whales $ 36,000 44.4%
Dolphins $ 36,000 44.4%
Minnows $ 9,000 11.1%
Gross revenue $ 81,000
• Whales are 0.5% of your users; 44.4% of your revenue
• 89% of your revenue comes from your higher spenders
• Across the whole business:
– ARPU: $0.41
– ARPPU: $4.50
34. DISCLAIMER
• Your business will not look like this.
• You will not make $2,946,789 in year one
• Do not rely on this spreadsheet as an accurate
financial predictor
35. The practical use
• All game developers have too many ideas to
improve their game
• You need to prioritise
• Use the GAMESbrief spreadsheet to get a
snapshot of the headline areas of
Acquisition, Retention, Monetisation
• Identify which are below benchmark
• Work on those areas for the next sprint
• Move on
• Repeat
36. Conclusion
• You need metrics to make a successful F2P game
• They are useless unless you use them to make
informed decisions
– And then act on them
• It doesn’t even matter if my spreadsheet is right:
look for the improvement over time, not the
absolute number
• If the spreadsheet doesn’t fulfil your needs, change it
• (And if you want to, send it back to me, or tell me what you’ve
changed)
37. 26 Pre-register for the book
o http://www.gamesbrief.com/52-game-idea-bombs/
o THANK YOU FOR LISTENING
38. Thank you
nicholas@gamesbrief.com
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