social games considerations
TRANSCRIPT
Reach
Retention
Revenue
11/17/09 Rob Fulop
Key difference = Constant Refinement
11/17/09 Rob Fulop
▪ 200 million active users▪ More than 850 million photos uploaded to the site
each month▪ More than 8 million videos uploaded each month▪ More than 1 billion pieces of content (web links,
news stories, blog posts, notes, photos, etc.) shared each week
▪ More than 2.5 million events created each month▪ More than 25 million active user groups exist on
the site
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Top 20 Social Games
Gathering
Hunting/Gathering
King of the Hill
Socializing
Personal Expression
Top 20 Social Games
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Analytics are a MUST for Social Games
Decide what features to focus on
Understand how your app actually performs
Take guesswork out of your design decisions
11/17/09 Rob Fulop
3 ‘A’s of Analytics
Actionable
Accessible
Auditable
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Analytic #1 ENTRY
Measures : First entry the user takes in a session
Action : Test to see what entry events most effective at bringing them back
11/17/09 Rob Fulop
Analytic #2 MESSAGES
Measures : Outbound Messages per User
Action : A/B test of content/copy
11/17/09 Rob Fulop
Analytic #3 VIRAL CONVERSION
Measures : Messaging Click Thru Rates (CTR)
Action : A/B test of content/copy
11/17/09 Rob Fulop
Analytic #4 VIRALITY
Measures : Organic Growth / Installs per Invite
Action : Decide on Reach/Retention/Revenues
11/17/09 Rob Fulop
Analytic #5 ENGAGEMENT
Measures : Time playing game
Action : Add more stuff to do
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Analytic #6 EXIT EVENT
Measures : Last action taken by user
Action : Improve user experience of last event
11/17/09 Rob Fulop
Analytic #7 RETENTION
Measures : How often do they come back?
Action : Add timer based events
11/17/09 Rob Fulop
Analytic #8 CUSTOMER VALUE
Measures : How much is a user worth (LTNV)?
Action : Make sure LTNV > Acquisition Cost
11/17/09 Rob Fulop
Analytic #9 CONVERSION
Measures : How many free users willing to pay?
Action : Create monetization points and scarcity
11/17/09 Rob Fulop
Analytic #10 REVENUES/USER
Measures : How many free users willing to pay?
Action : Create monetization points and scarcity
11/17/09 Rob Fulop
So, the main question is:
– How do you get your audience to pay for your product when the free part is over?
– Especially when the cost to play something else is free.
11/17/09 Rob Fulop
What is (or isn’t) the player doing?
– How far did the user get before they ran out of time?
– If the game is supposed to be addictive why isn’t the user purchasing the game?
11/17/09 Rob Fulop
Did the user even finish the trial?
– What were they doing when they bailed?
– Often times there was a specific level where people decided to give up or go pro.– that’s not a bad thing if people converted significantly on a
certain level.
– Is there a obvious problem to be found?– Most often yes.
11/17/09 Rob Fulop
The Main Conditions
– How long did they play for?– And what were they doing when they stopped?
– Did they come back again?– How long did it take them to come back?
– Did they play to the end and not buy?– Where were they when the shutter came down?
– Was there anything in particular that they loved or hated?– Players tended to bail in clumps.
11/17/09 Rob Fulop
Focus on metrics that surround the activities you're looking to promote.
– The single most important thing to capture is what the player is doing when they stopped playing your game.
– What was the first thing did when they came back?
– Use your metrics to target when the users made the decisions you actively want them to make.
11/17/09 Rob Fulop
11/17/09