Beyond KPI s - Here be Dragons
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Presentation given to Games Industry Analytics Forum(GIAF) audience in London at the King Digital office at June 26, 2014.
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Beyond KPI s - Here be Dragons
- 1. Beyond KPIs “Here Be Dragons”
- 2. Barry Hoffman • AppliedAnalyticsnutcase since 1998 • IBM CRM, DWH & Business Intelligence • Orange MI, CI, CRM & GM • MD MMORPG • IndieGame Development • FM/PM at GamePoint • CCO Eutechnyx Applied Analytics ≠ Mathematics
- 4. Game Development is a Journey of combined super powers
- 5. Beyond the tunnel of love
- 6. Lie the inevitable elephant trails
- 7. The Sandbox Endgame of unlimited LifeTime looms
- 8. But wrong turns can cause a lot of damage
- 9. And as an endgame the Sandbox of never ending lifetime looms It can turn your endgame into the “torture chamber of bad matchmaking”
- 10. Or end it with a sudden splash.
- 11. Resulting in an Angry Mob
- 12. Know how to “Push the Envelope”
- 13. How do we stretch beyond the limits? China Automo 50+ IP Applie Gamin Conso PC, Mobile Internet of Things Oculus VR/ UltraHD /
- 14. Do you like to push in this ocean?
- 15. Or compete in this blue ocean?
- 16. Don’t be a parrot: Know thy market! RAVERANT Know what to mix, then learn to mix.
- 17. Outside In – Not Inside Out External performance (Competitors) Internal performance (developer) External promises (Competitors) Internal promises (developer) Player Experience Player Expectation Player Happiness Churn Retain
- 18. Sort out your (Big) Data Collections if your DBAs desk looks like this!
- 19. We need Accelerators, not excellerators. We need Explorers, not copy machines. We need Force Multipliers, not accountants
- 20. “Here be dragons” • Pushing the envelope means: • Find Blue oceans • Don’t be a parrot: Know thy market! • OutsideIn, not Inside Out • Sort out your mess • BeyondExcel: SQL, Python, R, Perl
- 21. Any questions? Follow our journey or take part in it: Eutechnyx LTD/ZeroLight E:Barry.Hoffman@Eutechnyx.com T: Barryvio L: Bhoffmannl
Notes de l'éditeur
- Every department has the best people in their range. Bringing together the sum of all parts will make the games better though. Analytics can be used to check if the sum comes together. Not just through KPIs but also through internal tools that hold data and can be analyzed.
- Tunnel or Funnel of love is analogy for the onboarding and early retention that receives most care nowadays
- But after the onboarding is finished you need to analyze beyond standard funnels and D1, D7, D30. Lifecycle management, segmentation, profiling, scoring, etc will start working again.
- Whether it is chat, realtime multiplayer or anything else that really creates a lasting platform for Players
- Superheroes can cause damage as they are not aware. Analists need to give that awareness and guide the superheroes.
- After the funnel of love players crave for a bit of SM, but not a complete torture chamber;)
- NO Endgame means No lifetime extension.
- There is nothing worse than a 35 year old soccer mum turned into a digital hooligan
- All games work within envelopes. Innovation does not come from fast followers, it comes through pushing the envelope.
- Many experiments beyond the regular console game leads to multiple smaller successes, failures, some great successes and future.
- New pla.tforms, countries, formats mean no competition. What is the next blue ocean? Applying new principles, adapting technology opportunities, extracting best in class principles are all fine as long as your company existence builds on it and grows.
- Your KPIs can lie without benchmarks or trends and just numbers. There is a forest of false positives available if you are not aware of the complete picture. Do not lie with false positives as it will only bring short term relief. Also do not just copy others, as it will not bring growth just less ROI Know your market, understand real underlying motives (see Nick Yee’s research for instance which has influenced my thinking for every envelope)
- Player happiness should be at the core of everything.
- Why does Big Data lead to big mess if your DBA has no clue about true needs for analysis: Definition, Collect, Transform, Apply.
- Know how to dig deeper: How many of you work with analytics? How many of you know SQL, Python, R, Perl? How many of you have worked with scoring algorit
- DB, DD, DWH, BD: Database, DataDump, Datawarehouse, Big Data SNA: Social Network Analysis