oscar clark, unity

THE PLAYER LIFECYCLE

GEODEMOGRAPHICS

Who is playing and how this affects their behaviour?

http://mappinglondon.co.uk/wp-content/uploads/2014/10/loac.png

BEHAVIOURAL

What Do Players Actually Do?

The Simpsons

OPERATIONAL DATA• Up-Time is as important as monetisation• Why Rate of change is different from

absolute numbers

OPERATIONAL DATA

What’s Happening To The Platform?

FUNNEL ANALYSIS

Can We Maximise Conversion/Minimise Churn?

CUSTOM EVENTS

How Can We Capture Meaningful Data?

CUSTOM SEGMENTS

How Can We Compare Relevant Experiences?

HEATMAPS

Where in the Game Do Events Happen?

MISSING DATA

What Can’t We Capture?

THE ARM FUNNELAcquisition

Retention

Monetization

VIRALITY

THE SERVICE FUNNEL

Discovery• Source A• Source B

Learning• Cohort A• Cohort B Engaging

• Cohort A• Cohort B

Converting• Cohort A• Cohort B

Repeat

VIRALITY

SOCIAL CAPITAL

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

G

STAG

EEN

GAG

ING

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AGE

POTE

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DISCOVERY STAGEAre we converting players to download?

• Attribution• Source/Platform/Time• % Conversion To Download• % Ever Launch Game• Time From Launch To Play

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

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STAG

EEN

GAG

ING

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AGE

POTE

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LEARNING STAGEDo players understand how to play?

• Day 2 Retention• Frequency & Duration of Sessions • % Who Initiate Level 2• % Who Watch Video Ads• Last Position Played

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

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STAG

EEN

GAG

ING

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ENGAGING STAGEAre players ready to Pay?

• Day 7 Retention• % Conversion To Pay• Frequency of Watching Video Ads• Deviation from Ave Success/Failure Ratio• First Conversion Point to Ad View or IAP

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

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STAG

EEN

GAG

ING

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POTE

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ENG

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SUPER-ENGAGE?Are Players Ready To Get Serious?

• Day 15 Retention• % of Repeat IAP Purchase• Frequency & Changes in Types of

Purchase• Rate of Change Watching Video Ads• Level of Social Communication

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

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STAG

EEN

GAG

ING

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POTE

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REENGAGEMENT STAGEAre Players Ready To Churn?

• Change in Behaviour After Updates• Rate of Change in Purchase/Video Ad

Views• Rate of Change in Social Communication• Change in Ave Success/Failure Ratio• Rate of Change in Frequency of Sessions

THE PLAYER LIFECYCLED

ISCO

VERY

LEAR

NIN

G

STAG

EEN

GAG

ING

ST

AGE

POTE

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CHURNING STAGEAre Players At The End of Their Lifecycle?

• Reduced Session Length• Increase Time Between Sessions• No Response to New Updates• Player Suddenly Stops Returning

USER FLOW ANALYSIS

Event Data Points Captured

GameMenuLaunch: AnonPlayerID; TimeIconLaunched

SessionLaunch:  

TimeSessionLaunched; AnonPlayerID(s); SessionID;LevelIDSelected; OptionSelected

SessionStart: TimeSessionStarted; AnonPlayerID; SessionID;

ObjectiveSet TimeObjectiveSet; AnonPlayerID; SessionID; ObjectiveID;

EXAMPLE CUSTOM EVENTS

Event Data Points Captured

ObjectiveMet: TimeObjectiveMet; AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation

TargetHit: TimeTargetHit; AttackerID(AnonPlayerID?);SessionID; TargetID(AnonPlayerID?); Damage,XYZLocation

PlayerDeath: TimePlayerDeath; AnonPlayerID; SessionID; XYZLocation

LevelComplete: AnonPlayerID; SessionID; ObjectiveID; Score; Reward; XYZLocation

THE SERVICE FUNNEL

Discovery• Source A• Source B

Learning• Cohort A• Cohort B Engaging

• Cohort A• Cohort B

Converting• Cohort A• Cohort B

Repeat

VIRALITY

SOCIAL CAPITAL

Questions?Oscar Clark

oscarc@unity3d.com@Athanateus

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